The Malaysian Digital Association (MDA) is working alongside digital research company, Pulse Group to conduct a survey involving over 200 advertisers and agencies to establish the adoption rate of online media and advertising.



Malaysia’s advertising expenditure (ADEX) grew by 16% to RM7.66 billion in 2010 from RM6.61 billion in 2009. According to figures by Nielsen Advertising Information Services, Internet advertising grew approximately 29% to RM52.15 million. Other tracking specialists recorded RM148 million in 2010 and are predicting internet advertising to hit RM222 million in 2011. The digital advertising expenditure (Adex) in Malaysia is expected to grow by 3 to 7% in the next three to five years, according to audience measurement providers, Effective Measure.

In an interview with MDA President, Mr. Terence Dorairaj in October 2010, he indicated that “Malaysia is expected to have 25 million Internet users by 2015, covering more than 75% of the population…”

The survey's objective is to establish the penetration of online campaigns currently being run by advertisers and media agencies, to gauge the attitudes and appetites of advertisers and media agencies towards online advertising and to identify the key motivators and stumbling blocks to growth of online advertising.

The survey aims to get a minimum sample-size of 200 respondents from the combined databases of the Malaysian Digital Association (MDA), Malaysian Advertisers Association (MAA) and Pulse Group PLC.

Respondents stand to win a DiGi-sponsored Blackberry Torch, a Garmin phone or an iPad.

For more information on the Malaysian Digital Association, visit www.digital.org.my

G2 Kuala Lumpur, the brand activation arm of Grey Group Malaysia, has launched a television campaign for URC Snack Foods’ Jack ‘n Jill Potato Crisps targeting youths. To introduce the new canister packaging to Gen Y consumers, G2 Kuala Lumpur used clay animation to execute the series of TV commercials in a fun and hip style.




The campaign portrays three potato caricatures, ‘Beautiful’ potato, ‘Kindest’ potato and ‘Genius’ potato carrying out activities befitting their descriptions that youths can identify with. Jack ‘n Jill has always been a name synonymous with tasty potato chips, hence G2 Kuala Lumpur developed the story depicting Jack ‘n Jill as a brand that adults enjoyed as kids and now young people can have fun with.

“The client wanted to project a fun image of the brand and introduce an offbeat element into the communications that will stand apart from the forgettable run-of-the-mill potato crisps commercials that clutter television airtime,” said Kenny Loh, General Manager, G2 Kuala Lumpur. “We strongly believe that we have achieved that objective with an innovative idea in using clay animation as a cool factor to market Jack ‘n Jill Potato Crisps to youths.”

The commercials rolled out this month on TV channels and will go digital with a fan page on Facebook, dubbed ‘Jack ‘n Jill Potato Heads’.

G2 Kuala Lumpur is part of Grey Group Malaysia, which has produced several award-winning campaigns and was the only Malaysian agency to win a Silver at Cannes Lions 2010 for its work on Procter & Gamble’s Downy fabric softener.  

PHD Malaysia and Pulse Group PLC have launched the first leg on their thought leadership series, which includes primary research revolving around the latest consumer trends, media consumption habits and e-commerce of tomorrow.

Andreas Vogiatzakis, Managing Director of Omnicom Media Group commented, "Staying ahead of the curve, understanding the drivers of change, and enabling us to propel into the future now, is of critical importance. This collaboration with the Pulse Group enables us to do exactly that and become the catalyst for ideation and thought-leadership that will create successful communication strategies for our partner."

Bob Chua, CEO of Pulse Group PLC added, "We are delighted to collaborate with PHD to generate leading-edge research that is relevant, thought-provoking, and futuristic."

The Digital Path to Purchase was conducted in April 2011 among internet users in East & West Malaysia. The research revealed that mobile internet usage is high among Gen Y & Gen X, while Baby Boomers hardly access internet from anywhere else besides home and work. The top internet activities are email (94%), search (80%), and social network updates (52%). Interestingly, half of the Baby Boomers spend less than an hour on social network compared to 82% of Gen Y (more than an hour).

Mobile phones remains indispensable across generations, while laptops' growing popularity has surpassed desktop as a gadget that they cannot live without. Multitasking hours vary between weekdays and weekends, and contrary to common belief, most internet and TV hours are actually exclusive media hours. Moreover, Malaysian netizens use both online and offline media to product source information across product categories, while brand-driven media play a significant role in both product and price comparison across categories.

Online brand presence uplifts the status of brands and it influences every stage of consumer's path to purchase.

The Cannes Creative Leaders Programme will once again take place in June following the success of last year’s programme and participants’ triumphant achievements.

"Our first-ever Cannes Creative Leaders Program in 2010 was not only a success in Berlin and Cannes for those who came, it was a success afterwards for the participants too," says Clark Parsons, Managing Director of the Berlin School.

"One participant used the strategy he developed in the program to merge three companies and form Africa's largest digital agency. Another used his improved leadership skills to head a team that won a huge new global account for his agency. And another is now a member of a Cannes Lions jury just one year later. We're excited about partnering with Cannes Lions for another year of this special program that helps develop leadership skills and strategies, and we look forward to two weeks of high-impact insights and inspiration."

During the first week, participants will be based at the Berlin School, Germany, one of the world's leading creative training institutions, which has built a global reputation with its innovative Executive MBA programme to help creative industry executives lead for excellence in their organisations. There they will engage in six days of intensive training from Berlin School professors, studying real-world aspects of current advertising and other industry leadership and organisational practice through lectures, interactive case discussions, and small group exercises.

In the second week, participants will relocate to Cannes, France, as Festival delegates where the course continues with bespoke sessions, group projects, exclusive lectures as well as the use of the Cannes Lions incredible array of workshops, master-classes and seminars. All facilities of the full week in Cannes will be available to the participants, including all Festival content, exhibitions, screenings, award shows and galas.

Three bursaries for the 2011 Cannes Creative Leaders Programme have been awarded to professionals working in the industry based in one of the 158 countries that have never previously won a Cannes Gold Lion. They have been granted to:

• Anabelle Vargas (29), Account Executive, Intermedia Group BTL, Ecuador
• Akinpelu "Akin" Adesola (40), Creative Director, Lowe Lintas Lagos, Nigeria
• Patrick Tom (45), Executive Creative Director, TBWA\Vietnam, Vietnam

Selected from more than 30 applicants, Annabelle Varga, Akinpelu Adesola and Patrick Tom will enjoy a complimentary place on the 2nd Cannes Creative Leaders Programme joining fellow participants on the two-week module taking place in Berlin and Cannes in June 2011.

"Building on the successful launch of the Cannes Creative Leadership Programme last year, we are delighted to see an equally great response to both the programme and bursaries on offer this year. The successful three candidates will benefit from the unique and incredible opportunity that this two-week programme offers in taking their creative leadership skills to greater heights," comments Philip Thomas, Cannes Lions CEO.

There are a few spaces left for this year’s Cannes Creatives Leaders Programme which costs €7950, and includes all tuition fees over the two weeks, a Cannes Lions full week delegate registration and lunches. Flights, accommodation, incidentals and other meals are not included. Class size is circa 30 places.

For more information click on http://www.canneslions.com/festival/creative_leaders_programme.cfm.

Interested parties wishing to join the 2011 Cannes Creative Leaders Programme need to apply to This e-mail address is being protected from spambots. You need JavaScript enabled to view it . A brief written submission will be required.

Over the last few months, On-Target Marketing Solutions Sdn Bhd, a CRM-led Integrated Communication Agency, has been on an aggressive hunting and pitching spree for a number of new businesses.

Amongst some of the new business wins, one of them is AkzoNobel, which markets the Dulux brand of paint. AkzoNobel is one of the world’s largest paint manufacturers, and holds a prominent position in the decorative paint industry in Malaysia. On-Target pitched for AkzoNobel’s business few months ago and won the account on the basis of Strategic delivery.

 “We are truly excited with this new account. AkzoNobel is really an exciting category as paint is no longer a functional product but a lifestyle product. The choice of colours not only affects one’s mood, but it also enhances overall building design and creation, and reflects greatly one’s taste and spirit of life.  We hope to help them reach out and engage their customers better and also to fulfil their brand vision of “Adding Colour To People’s Lives” by inspiring and enabling people in Malaysia to decorate more easily, more often, and with more fun.” Salim Khubchandani, Managing Director of On-Target, commented.

On-Target also won Prudential Fund Management Berhad (PFMB) as a retainer client after a two-way pitch.  On-Target was given an “assignment” to compete against another agency as this pitch was evaluated based on strategic delivery, project and cost management as well as the ability to meet targeted KPIs. On-Target was finally selected as the agency to launch “Making Life Richer”, an online campaign in conjunction with their 10th Anniversary Celebration to help PFMB increase their customers’ lifetime value and aggressive acquisitions.

“We are truly very happy to win these new, wonderful and blue-chip clients. It really adds strength and vigour to the existing stable of accounts. Our mission this year is to grow organically and to put our focus and resources to meet our clients’ expectations and promised delivery. It is an exhilarating feeling to know that CRM is used as a strategic communication and marketing tool to help our clients’ brands grow deeper and stronger in the hearts and minds of their customers.” concluded Rosie Hong, Managing Partner of On-Target.

On-Target Marketing Solutions Sdn. Bhd. was established more than five years ago. It is a CRM-led communication agency with integrated communication services offering solutions which seek to add value for its clients by connecting their brands with their consumers.

It is a full service agency, equipped with Strategic Planning and Account Management, Database Management , Digital Marketing, Creative Development and Mobile Marketing.

On-Target has delivered for various blue-chip clients in the areas of Brand Positioning, CRM & Loyalty Management, including acquisition and retention strategies, database management (including data architecture planning, data population planning, data extraction, database management, result tracking and measurement), Digital & Interactive Marketing, email marketing and SMS marketing.
Last year, it was recognised as a Local Hero Winner Agency of the Year in the CRM & Loyalty Marketing Category at the Second A&M Awards held in Malaysia.
On-Target’s key client portfolio includes Pemandu Malaysia, Fonterra Brands (Anmum, Anlene), Prudential Fund Management & Prudential Assurance, SCA Hygiene (Libresse), AkzoNobel, RHB Bank, Celcom, Western Union, Starwood Hotels, Tune Money, Sime Darby Auto Connexions, and others.

Everybody wants to be famous, and there’s nothing wrong with that. As we are acutely aware, there are enough awards to satisfy any eager beaver’s yearning for the spotlight. But whether that fame is deserving, correctly attributed and the judging process transparent is another matter altogether.

When ISC’s Austen Zecha argued with former Tourism Minister Tan Sri Kadir Sheikh Fadzir over who created the tagline ‘Malaysia, Truly Asia”, it reflected a growing issue endemic in the advertising industry today.

The same argument has been the subject of hushed discussions as two industry awards shows clash on the topic of creative ownership.

For the uninitiated, the ad industry has two main pillars – the creative agency and the media agency. While both function in separate business silos, multiple-platform media options have encouraged media agencies to also offer creative services as an added value component.

On top of that, they each have their proprietary awards shows: the Kancils for 4As agencies and the Malaysian Media awards for Media Specialists Association (MSA) agencies.

Last year, there was a clear tussle when a creative agency took a media agency to task for claiming it created the work for a submission that won. After some ensuing emails on the matter where the creative agency insisted the client was the one who came up with the original idea, they agreed to disagree with the media agency who retorted, “This is the new world, a world of collaboration and shared pride, shared blames and shared credits.”

The creative agency shot back, “There is a difference between claiming credit for creation and claiming credit for being a collaborator towards connecting a great idea to brands and consumers.”

A leading creative director was more pointed, ”Media awards are like car shows, the tyre manufacturer claiming to win the overall car design!”

The dilemma is clearly articulated in rule number 5 of the Malaysian Media awards entry criteria, ie. You can only enter if you originate the work.

But one creative agency boss exclaimed, “Just because entry forms will now ‘credit’ Creative Agencies/Media Owners and get Client signatures, it does not eliminate Media Agencies submitting work they did not originate.”


MSA President Ranganathan Somanathan says there is no exception this rule, “All media solutions submitted must have originated from the agency entering the award. Award winners are subject to official objections and if upheld by the MSA Council, awards can be withdrawn.”

He explains, “Our rules, submission templates, evaluation weightages and jury briefing are all aligned to this belief and our guidelines are benchmarked against other media awards around the world. All relevant parties involved in the creation of the work will be credited for future award submissions.”

Dentsu Malaysia MD SP Lee, a veteran in handling creative award shows observes, “I see similar gripes when work in craft-only categories win for ideas and strategies which came from elsewhere. Or when interactive-only award entries win for ideas they worked in tandem with traditional agencies. The list goes on. I think it's fairest for the entry to cover all credits. You might end up with an overly long credits roll, but at least everyone's happy.”

CEO of Universal McCann Prashant Kumar laments, “It saddens me that on the one night when we come together to celebrate our success as an industry, one or two members have made it disjointed. Instead of celebrating this success we have been relegated to individual concerns. The judging criteria for our Malaysian Media Awards has always put emphasis on outstanding insights and results. No doubt that creative material does play a role in the execution of our plans, however the current judging criteria comprises of 40% being awarded for solutions (Insight/Ideas), 30% for execution and the final 30% for results achieved. We scoured the best practices from around the world and actually followed the MFA (Media Federation of Australia) guidelines as a part of essential jury briefing.”

He continues, “There is a tendency among some vintage observers with legacy thinking that the media agency’s job comes only after all the ideas and innovations have been decided by creative agencies. These are also the people who believe the media planner is the flowplan and schedule guy with adex numbers and a good price to boot. I am sorry, but the world has moved far beyond that.”

CEO of OMG Malaysia Andreas Vogiatzakis agrees, “Any attempt of suggesting media agencies are not capable of developing creative ideas is flat out not right and does not do media agencies justice. Creative is NOT a department, neither it has an ‘owner’. Media is now upfront in the process and many times in the driver's seat.”

To be fair, the Media Awards is in its early years and they have a done a great job in promoting media excellence. Led by Vizeum’s visionary leader Andy Miller, it is only going to get better this year.

The Malaysian Media Awards 2011 will be held on July 1, 2011. Harmandar Singh is President of the International Advertising Association (IAA) Malaysia, and believes ongoing dialogue can resolve this impasse while credit must be given where it's due.

STOP PRESS: In a latest move by the MSA Awards Committee, they have invited Creative Agencies to join their judging panel.