www.marketingmagazine.com.my popculture

ISSUE #261 SEPTEMBER 2020 WEEKENDER popculture WEEKENDER

EDITOR'S NOTE COVER STORY A little bird told me… I know readers have been watching the Tourism pitch saga unfold Malaysian Media across our pages Conference 2020 in recent months marks the great and quite a few individuals have comeback been charged with The Malaysian Media their cases now... Conference (MMC) is an anchor for all media and marketing professionals to 04 09 get everyone...

Powerful With Time marketing magic 15 Warped, What driven by a social Happens to cause Thirty Marketing Costs? This is a classic Second case of when Cinema. It had to happen. The creative content rt VI. industry consultant marketing partners Hugh Hudson: ‘Le that helps marketers on up with media... chant des oiseaux Agency fees... tapageurs’*. 06 And Finale. 20

MARKETING WEEKENDER is published by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad 1, Taman Tun Dr. Ismail 60000 Kuala Lumpur, Malaysia. Tel: 603-7726 2588 [email protected]. www.marketingmagazine.com.my © All Rights Reserved By: Sledgehammer Communications (M) Sdn Bhd (289967-W) No part of this magazine may be reproduced in any form without prior permission in writing from the publisher. While every effort has been made to ensure the accuracy of the information in this publication, the publisher assumes no responsibility for errors, omissions and/ or for any consequences of reliance upon information in this publication. The opinions expressed in this publication do not necessarily represent the views of the publisher or editor. Advertisements are the sole responsibility of the advertisers. SUCCESSFUL ADVERTISING RELIED ON “SOMETHING THAT CAN’T BE MEASURED - CREATIVITY. IT’S LIKE LOVE - THE MORE YOU ANALYZE IT, THE FASTER IT DISAPPEARS. Bill Bernbach, Co-founder of Doyle Dane Bernbach (DDB) ”

POP CULTURE WE HAVE THE CAN INSPIRE BEST GOVERNMENT MARKETING,“ OR THAT“ MONEY CAN THE OTHER WAY BUY ROUND. Mark Twain” Hamanoid” 4 ISSUE261SEPTEMBER2020 | WEEKENDER EDITOR’S NOTE A little bird told me…

I know readers have been watching the Tourism Malaysia pitch saga unfold across our pages in recent months and quite a few individuals have been charged with their cases now in court. Hopefully, the truth will surface. In the meantime, a little bird told me something about what’s happening at Tourism Malaysia but I can’t confirm if it is true. It seems the highest legal office in the land has prepared charge papers on the highest The red-naped trogon (harpactes tourism officer in the country. kasumba) is found in subtropical If this is true, this could mark or tropical moist lowland forests in a turning in the way tax payers’ Malaysia and the region. money is being spent on how we market ourselves to the world. 5 ISSUE261SEPTEMBER2020 | WEEKENDER EDITOR’S NOTE

.... Personally, I feel the Should the government pay pitch disbursements to prevent government deserves phantom pitches? the best advisors in Should the government have this regard and I am a panel of external experts to advise on pitches to ensure it is happy to assemble a getting the best outcome, as in team of world-class the case of Tourism campaigns which potentially impact billions experts (with no vested and cost millions? interests) for the task... Personally, I feel the government deserves the best advisors in this regard and I am Apart from transparency, the happy to assemble a painful questions I have are: team of world-class What qualifications do experts (with no government officials who are vested interests) for decision-makers on advertising the task. concepts have? Does a university degree and Respectfully, a few months of internship in an ad agency qualify one to have the final say on which advertising idea works and which does not? 6 ISSUE261SEPTEMBER2020 | WEEKENDER ICONIC

Powerful marketing magic driven by a social cause How the right strategic platforms make good content great!

This is a classic case of when is a local slur to defeminise creative content marketing Malaysian women, Pantene partners up with media, decided to turn the insult on its unleashing the power of story head and redefine it as a clarion telling beyond the conventional. call for women’s excellence in Pantene Malaysia’s iconic sports. #WanitaBesi campaign is all partnered with agency about empowering women. and client using this cultural While Wanita Besi (iron lady) issue to paint a bleak future for 7 ISSUE261SEPTEMBER2020 | WEEKENDER ICONIC

.... The campaign engaged the nation in a controversial, but positive conversation about sexual inequality in sports... girls to stay in sports. We let the figures do the talking now…  Wanita Besi was trending #1 on  16 million social reach  268 million digital impressions Malaysia’s sports with a risk  Over 7 million views on of losing potential Olympic YouTube gold medalists, if women kept dropping out of sports. The campaign became so viral, Launched on International even Malaysia’s then Minister of Women’s Day, the movement Youth and Sports, Syed Saddiq encouraged women in Malaysia Syed Abdul Rahman, officially to take up and stay in sports. endorsed the campaign on Astro Any girl wearing the ‘golden Awani. ribbon’ was given free access to Contact the AMS team today any Fitness First outlets for one and see how your brand can also month during the campaign. spark a national conversation. The campaign engaged the nation in a controversial, but positive conversation about ✭ GOLD EFFIE for sexual inequality in sports. From Best Influencer celebrities, public figures, school ✭ GOLD PR Award for girls and the government, it Best Use of Advocates drove a national conversation on ✭ SILVER PR Award for TV, print media, retail, mobile Best PR-led Integrated and on digital platforms. Communications By the end of the campaign, ✭ SILVER EFFIE for they turned the insult into Best Media Idea a symbol of strength and ✭ BRONZE EFFIE for empowerment to encourage Best Engaged Community 8 ISSUE261SEPTEMBER2020 | WEEKENDER

2020 YTD MALAYSIA TOP 10 WINS CREATIVE AGENCY MONTH ACCOUNT AREA VMLY&R Feb Intel Global VMLY&R Apr Telekom Malaysia Malaysia Ogilvy Feb Hong Kong Tourism Board Malaysia FCB Apr Berjaya Sompo Insurance Malaysia Ogilvy Jun Costa Coffee Malaysia VMLY&R Jan Hong Leong Assurance Malaysia

Wunderman Mar HSBC Malaysia Thompson

FCB Mar Berjaya Sompo Project Malaysia FCB Apr SP Setia Project Malaysia DDB Apr Sunsilk - Naturals Launch Malaysia

MEDIA AGENCY MONTH ACCOUNT AREA PHD Feb Diageo Global Mindshare Jul Oppo Malaysia Universal McCann Jul Lazada SE Asia OMD Jun Danone Malaysia Zenith Jul Disney+ Southeast Asia PHD Jan Warner Bros Pictures Group Malaysia Mindshare Apr Awesome TV Malaysia MediaCom Feb SK Magic Malaysia Universal McCann Jan Emirates Airlines Global Mindshare Feb Kimberly Clark Malaysia 9 ISSUE260 AUGUST2020 | WEEKENDER COVER STORY Malaysian Media Conference 2020 marks the great comeback

BY THE HAMMER The Malaysian Media Conference (MMC) is an anchor for all media and marketing professionals to get everyone on the same page one day in the year. Over the years, MMC has tackled various timely topics and issues, ranging from media and marketing challenges and online, digital, mobile to discussing issues like media consolidation, best practices and industry debates featuring leading icons from the local, regional and global markets. 10 ISSUE261SEPTEMBER2020 | WEEKENDER COVER STORY This is our 14th year, and we’d also benefit from this one-day cheekily skipped the 13th year for programme in terms of content reasons best left to the stars. and networking with high profile There has never been a industry practitioners. year as important as 2020 for stakeholders in our industry to Eugene Lee was come together and assist each named one of other to bounce back from the Asia Pacific’s unparalleled challenges we’ve Top-50 Most been smacked in the face with. Influential COVID-19 has exposed our Marketers of flaws and vulnerabilities. But 2020, and was as we enter a unique window also Marketing Magazine’s CMO of opportunity to shape the of the Year in 2018. He rolled recovery of our industries, out many ground-breaking MMC 2020 will offer insights campaigns, including the from experts to help inspire the legendary Ayam Goreng McD media and marketing industries relaunch. In early 2020, Eugene to determine the future state was made Regional Marketing of Malaysia’s communication Director for Asia, overseeing 11 landscape. markets across APAC.

Who’s been attending over the Ganesh Kumar years… Bangah is a Every creative, media and technology marketing professional who industry is determined to navigate the leader, serial complex media landscape. Any entrepreneur and leader or future leader looking startup investor. for an avenue to be inspired by Ganesh was the Ernst & Young other players in their industry, Technology Entrepreneur of the learn from their thought process Year Malaysia 2012 and one of and connect with peers of the Asia’s most influential people same wavelength. MNCs and according to Society Magazine GLCS, SMEs and SMIs will 2015. In 2017, he founded 11 ISSUE261SEPTEMBER2020 | WEEKENDER COVER STORY Commerce.Asia which he grew and Influence Strategist for within 3 years to have a database international brands, local of over 8,000,000 SMEs across conglomerates and CEOs. He has 7 countries with over 61,000 conducted over 100 spokesperson sellers that sell RM1.5 billion and crisis trainings, messaging (USD375m) worth of products a workshops and talks in Malaysia, year. and . Ray was appointed CMO of Lee Choong the Malaysia Digital Economy Khay (CK) is Corporation (MDEC) in October instrumental 2019, overlooking the strong in developing brand and strategic partnerships Astro’s sports division, including brand services into one marketing and partnerships, of the top sports strategic communications, digital propositions in ASEAN. CK also and experiential. spearheaded eGG Network, a dedicated 24/7 esports channel Sailesh Wadhwa for ASEAN. eGG Network is is in his fourth more than a channel, it is a 360° consecutive marketing platform engaging Agency esports fans, talents, sponsors, Turnaround, and game developers and publishers has spent last through tournaments, events, 20 years across and social media. multiple geographical locations. He has led work across markets Raymond and has been awarded at over Siva has more 200+ Specialist Marketing & than 23 years Creative Effectiveness awards of experience regionally including Global Effie, in journalism, AMES, APPIES, Dragons of strategic Asia, Tambuli, MobEx, Marketing marketing and Events, CMO Asia, Effie, Loyalty crisis and issues response. He & Engagement Marketing and is a sought after Reputation more. ​ 12 PROGRAMMEISSUE261SEPTEMBER2020 | WEEKENDER (Morning Session)

8:30 AM fix it. It’s time for our industry to have that REGISTRATION & WELCOME TEA/ conversation, led by a panel of experts in their COFFEE own field.

9:00 AM Panelists: Harmandar Singh Meera Sivasothy BFM INTRODUCTION Sheila Shanmugam m/SIX Harmandar Singh Organising Chairman, Dheeraj Raina Mindshare MMC Santharuban T. Sundaram Atlas Vending Nicholas Sagau REV Media Group 9:10 AM OPENING KEYNOTE ADDRESS Moderator: MALAYSIAN MEDIA LANDSCAPE: WHAT Sailesh Wadhwa Chief Strategist, Edelman HAS CHANGED, WHAT HAS NOT AND Malaysia WHAT WON’T CHANGE! Jahabar Sadiq Chief Executive Officer, 11:30 AM The Malaysian Insight Ganesh Kumar Bangah NOTICING TRENDS: WHERE ARE AD 9:40 AM DOLLARS SHIFTING TO? IF YOU DON’T GET IT, DON’T GET INTO IT Ganesh Kumar Bangah Chief Executive Eugene Lee Regional Director of Marketing, Officer, Commerce.Asia McDonald’s Malaysia 12:00 PM 10:10 AM Dashika Gnaneswaran COFFEE/TEA NETWORKING BREAK Head of Communications, Microsoft

10:30 AM 12:30 PM UNFILTERED PANEL HOUR TREAT YOUR MARKETING LIKE A SPORTS REMOVING THE STUMBLING BLOCKS TEAM ‘Removing the Stumbling Blocks,’ features Chris Greenough Chief Marketing Officer, key representatives from three sectors - media Everise owners, marketers and agencies, whose intricate industry linkages to each other form 1:00 PM an ecosystem of its own. LUNCH & NETWORKING

The goal for this panel is to trigger an open discourse on the “knots” faced by three symbiotic industries and the potential synergies that could be activated by addressing these challenges. While COVID-19 has exposed our flaws and vulnerabilities as an industry, it has created the opportunity for us to have more raw and uncensored discussions on what’s wrong and how to 13 PROGRAMMEISSUE261SEPTEMBER2020 | WEEKENDER (Afternoon Session)

2:00 PM 4:50 PM Jazz Tan Christopher Wee A GENERATION OF FUTURE BUYERS: Chief Strategy Officer, REV Media Group WHO ARE THEY REALLY? Jazz Tan Chief Executive Officer, YouthsToday 5:20 PM Guest speaker: 2:20 PM Karen Chan POWER HOUR (PRESENTATIONS & PANEL Chief Executive Officer, AirAsia.com DISCUSSION) CONTENT FASHIONING FOR THE NEXT 5:40 PM DECADE EMCEE SUMMARY & CLOSE Titled ‘Content Fashioning for the Next Decade,’ this panel sharing session will feature a short presentation from each panelist before they come together for a panel discussion on the different strategies brands and agencies can use when fashioning their content for the next decade. If content is king and social is the future, this panel will discuss what it takes to create original, evergreen content that not only occupies Malaysia’s social feeds but makes viewers crave for more.

Haniff Hamzah Radio Announcer, Era.Fm Nandini Balakrishnan SAYS Aziemah Azman Primework Studios Jazmin Sieh BFM Rumit Meera Muhuntan Httpool Malaysia More panelists to be announced soon!

3:30 PM GOING DIGITAL IS MORE IMPORTANT NOW THAN EVER Raymond Siva Chief Marketing Officer, MDEC

4:00 PM COFFEE/TEA NETWORKING BREAK

4:20 PM THE WORLD OF POSSIBILITIES WITHIN ESPORTS Lee Choong Kay Head of Sports, Astro 14 ISSUE261SEPTEMBER2020 | WEEKENDER COVER STORY .... MMC 2020 will offer insights from experts to help now CEO of Atlas Vending. He inspire the media was previously with , NSTP, WOW FM and Celcom Axiata. and marketing Ruban is Marketing Magazine’s industries to CMO of the Year award winner. determine the future state This year’s special guest of Malaysia’s speaker is Karen communication Chan, CEO of landscape.... airasia.com. Sitting in the eye of the COVID-19 Santharuban T storm is Karen and her team. She Sundaram is an took over the helm of airasia. award-winning com after serving Group Chief marketer and Commercial Officer. She has a visionary charged with transforming business leader. AirAsia into the fastest-growing Renowned travel tech and lifestyle platform for forging partnerships with in ASEAN, one that offers a customers while growing frictionless and personalised profitability for the organization experience to consumers across – equipped with great humour discovery, ticketing, activities, and persuasiveness. Ruban has hotel booking and holiday been in marketing for about packages, powered by a unified 16 years and has been driving payment and loyalty solution. brands like WONDA, Calpis, Her story is a true tale of Goodday, Mountain Dew, reinvention and repurposing in Revive, Tropicana and Pepsi the new world order. across multiple markets. Ruban To register click here. served Etika for 7 years, and is Event PDF available here. 15 ISSUE260 AUGUST2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN

Thirty Second Cinema. Part VI. Hugh Hudson: ‘Le chant des oiseaux tapageurs’*. And Finale. By Paul J Loosley 16 ISSUE261SEPTEMBER2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN dvertising film director Hugh’s TVCs resonate to Hugh Hudson grew up the sound of great music; the Ain the 1960’s, as did I, haunting choral arrangement of in a Britain where music was Léo Delibes’ Flower Song from the everywhere; bursting out of opera Lakmé for British Airways, every window and doorway; the exceptional, electronically from the Beatles to Mahler enhanced Largo al factotum from and from the blues to musique Rossini’s Il barbiere di Siviglia concrète. for the Fiat Strada and avante- Hair was long and love was, garde soundtrack, Consequences if not free, heavily discounted. for Benson and Hedges, from And no-one in the nation could Godley and Creme (late of 10cc). possibly avoid music’s influence All tracks that iconaclised these – thus the fact that Hudson used brands. More so, none of these his exposure to distinctive music spots had any narration – just to drive his TVCs should come as pictures and music working no surprise. superbly in concert. (Indeed, British TVC directors could easily So, listen up. be credited with the invention of the music video).

Benson & Hedges British Airways Fiat Strada 17 ISSUE261SEPTEMBER2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN

Chariots of Fire (1981) So, when the time came for winning an event would seem Hudson to move to feature incomplete without it. ‘Chariots’ films, he brought to the full- won Oscars for best picture, length movie the same great best music and 2 others. Best of musical impact. Confirming all it cost US$5.5m and earned music’s importance to tone and US$53m. mood. Film scholar Claudia In summary, there is a precise Gorbman says, ‘within the dynamic that Hudson clearly general field of film studies, understood, illustrate by this the study of film music might quote, “Film scholars have begun well represent the last bastion to draw wider attention to the of film aesthetics’. Hugh’s acute need not only to regard a film’s facility for music transferred soundtrack as an indivisible most memorably to his film composite element, but also to Chariots of Fire (1981). The story consider it at least equal to – and of competing runners in the 1924 in some cases, arguably more Paris Olympics. The film’s main important than – the moving theme, composed by Vangelis, images”. an expatriate Greek musician, Tell Hugh something he didn’t is possibly as memorable as the know!! film itself. So distinctive was the melody it is now an almost Series finale: ‘Light of our lives’. clichéd accompaniment to any The 1970s British ad director’s competitive athletic footage – influence is incandescent. slow motion images of athletes Today’s mainstream filmmakers 18 ISSUE261SEPTEMBER2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN ... As mentioned earlier, class may have played a part in the rise of these Brit directors, Parker and Lyne being North Londoners and the Scott brothers being from the provinces. Vinod Mahindru and Jonathan Gem, in their writings say that in Britain, ‘culture was left to the commoners’...

stereotype or suffer fetishism and male domination. Scenes fire past the viewer in swifter and more rapid succession. And the role of music cannot be more highly valued. As mentioned earlier, class may have played a part in the rise of these Brit directors, Parker and Lyne being North Londoners and the Scott brothers being from the provinces. Vinod Mahindru and Jonathan Gem, in their writings say A few of Hugh Hudson’s films that in Britain, ‘culture was you may have heard of left to the commoners’. If one were to isolate the main certainly fill each frame with ethos of these British admen more and more detail. More and turned filmmakers it might more women are reduced to be precisely the commoner’s 19 ISSUE261SEPTEMBER2020 | WEEKENDER BRITISH ADMEN LIGHT-UP THE SILVER SCREEN

Series Finale: Light of our lives ... Hollywood has undergone a transition from ‘Fordist’ mass production (the studio system) to the more ‘flexible’ forms... revolution; the rejection of the distinctive and successful was prevailing system and their their auteurship, experimentation discarding of convention. and schooling in the concentrated Cultural rebellion would put attention to each and every one these British directors at the of the 750 frames that constitutes forefront of postmodernism in the common thirty second TV cinema. I quote, ‘Hollywood commercial. has undergone a transition That critic should be beaten from ‘Fordist’ mass production with the indelible debt modern (the studio system) to the more cinema owes to Ridley, Adrian, ‘flexible’ forms of independent Tony, Alan and Hugh. production’, and this ‘Let there be light’. independence was an ideology *The Song of Rowdy Birds from at the heart of the British ad- the ‘Flower Duet’: Léo Delibes’ maker’s craft in the 1970s. Lakmé Advertising writer Sam Delaney quotes an ill-informed Paul J Loosley is an English reviewer who said, ‘Alan person who has been in Asia 40 Parker comes from the world years, 12 as a creative director and of advertising which gives us 26 making TVCs. Recently awarded an easy stick to beat him with’. a Master’s Degree in Film at UCL. This critic completely failed to And still, for some strange reason, understand that the very thing he can’t shut-up about advertising. that made the feature films of Any feedback; mail p.loosley@gmail. Parker and the others fresh, com (please keep it tuneful). 20 ISSUE261SEPTEMBER2020 | WEEKENDER MARKETING FLUX With Time Warped, What Happens to Marketing Costs?

By Greg Paull Co-founder and Principal, R3

It had to happen. The indus- come for minimum time) and big try consultant that helps mar- brand ideas. keters on Agency fees is going to Then, with the advent of fees complain about agency fees. The and integration, agencies had but industry is mired now in compli- one product to sell - time. And cated process, adding cost, time we thought this was an ideas and complexity and making it business. As a time-based busi- more difficult for marketers and ness, the agency became the nat- agencies to build profitable rela- ural enemy of time – the longer tionships. things took, the more they got What sorry road did we all paid. “I wish we could do the walk down to get to this? work in 500 hours, but it takes Well, for perspective, we 1,000 hours” was the pre-record- need to re-wind twenty years ed mantra of the fee-based rela- to full-service agencies and 15% tionship. commission. In those days, any dollar a marketer spent outside Now time is warped. the agency was a lost dollar. So agencies were very focused on Time is one thing that we feel TV campaigns (the easiest way we have too much and too little to generate the maximum in- of. With limited ability to travel 21 ISSUE261SEPTEMBER2020 | WEEKENDER MARKETING FLUX your agencies on sales results, not on scope? Ever thought of ex- perimenting with royalty-based models, where the agencies are paid more based on good ideas versus bad ones? Look for fresh ways forward. 3. Change your market- ing team’s behaviour. Marketers must change their processes or continue to labour with longer and commune, the day stretch- development processes, shorter es ahead (at peak lockdown you agency relationships, less knowl- could practically feel the minutes edge sharing and more cost. One go by) yet processes have sped of the KPI’s of the marketing up (campaigns being conceptual- team needs to have a process effi- ised and produced in a week!). ciency metric built in. Being in the ideas business, 4. Test . Learn. Deploy. The marketers and agencies are both best marketers are sharing best going to have to acknowledge practice now across boundaries that some changes need to be and product groups. Coca-Co- made. la, Unilever and P&G award the Here are what some are doing: best marketing thinking. Others tap into Effectiveness Awards 1. Track process and incen- such as the Effie’s and others. tivise efficiency.You can’t im- Pure time-based compensa- prove what you don’t measure. tion of agencies is the enemy You have to track rounds of re- of efficiency. The experience of visions, time wasted at different work has changed for everyone. stages, time lost because of ineffi- The best marketers have declared ciency. You have to create a new war on this and are on the way to working dynamic to drive great- new victories and partnerships. er innovation, integration and ef- ficiency. Greg Paull is principal and 2. Change the agency fee co-founder of R3, a global indepen- model. How do you set up pow- dent consultancy focused on driving erful incentives for their agencies transformation for marketers and based on results? Do you pay their agencies.www.rthree.com 22 ISSUE261SEPTEMBER2020 | WEEKENDER DIGITAL MARKETING MAP

Generation- Focused Digital Marketing Mapping

By Dr. Karling Lee rom my previous article on Online characteristics Fof different generations largest group of consumers last Friday, we know that to globally. market to different generations, To arrive at the above, the the digital marketing strategy following questions are prudent: needs to be very clear and 1) What is the purpose of your focused and that it is no longer digital marketing strategy? appropriate to use a traditional mass marketing type of strategy 2) What is the main digital mar- for digital marketing. This is keting strategy? because the different generations 3) Who is your target consumer have different characteristics and absorbing the content? In this needs and thus, customization is scenario, we are focusing on now the way to proceed. the Gen Y and Cusper Y Let us now review what strategy digital marketers can 4) Which platforms to zoom in adopt to attract and retain on? For the Gen Y and Cus- the Gen Y and cusper Gen Y per Y, they are in multiple so- consumers as they form the cial media platforms, do you 23 ISSUE261SEPTEMBER2020 | WEEKENDER DIGITAL MARKETING MAP

... how can I start to map my digital marketing strategy more effectively? One way is to use the business model canvas, but focusing only on the key areas including the revenue stream and the cost structure to arrive at an informed decision...

have the budget to be present canvas includes the following in all the platforms? elements: The triangle will be the 5) How to create an online pres- overall population and pool of ence to help them find you? Gen Y and Cusper Y globally. Build community? Gamify? The customer segments allow Frequent postings? Many you to plan and map which more actions and tools to con- sider. specific Cusper Y and Gen Y consumers you want to focus 6) How do you measure the ef- on so that you can map your fectiveness of your online relationship and your channels presence? How to know the to continuous communicate to effectiveness of each page of engage with them for conversion your website? How to put to sales. However, before the your products into the first communication and engagement line of sight for consumers? can be effectively implemented, And many more measure- you need to be very clear, what ments to think about. is your unique value proposition (UVP) to the respective With the above, how can I consumers that you are focusing start to map my digital marketing on (Gen Y and Cusper Gen Y strategy more effectively? One groupings). way is to use the business model Many marketers globally have canvas, but focusing only on the a high tendency to equate UVP key areas including the revenue with USP (unique selling point). stream and the cost structure to The UVP differs from USP and arrive at an informed decision. is deeper and more sustainable The standard business model 24 ISSUE261SEPTEMBER2020 | WEEKENDER DIGITAL MARKETING MAP

... Once the front part of strategies is clear, then you can proceed to focus on designing the key activities and campaigns to deliver the UVP to the consumers using the right channels and base on the nature and type of relationship that you have built up... in the hearts and minds of the Once the front part of consumers as compared to the strategies is clear, then you USP. Furthermore, USP can can proceed to focus on be easily emulated or copied designing the key activities and by larger or even smaller campaigns to deliver the UVP competitors, but the UVP makes to the consumers using the right you stand out from the crowd channels and base on the nature and raise above the “noise” of and type of relationship that you busy digital marketing that is in have built up. The key resources the market place. then give you an indication on 25 ISSUE261SEPTEMBER2020 | WEEKENDER DIGITAL MARKETING MAP

... The adoption of the strategy, what about sponsoring business model canvas ads in specific games where the has helped Amazon, Gen Ys or Cusper Gen Ys play the most, what about the costs Google, and even of online influencers to help traditional companies promote the product? These to grow exponentially, are all relevant to design a cost thus, consider it for structure in order to calculate the mapping your digital return on investment (ROI) from your digital marketing strategy. marketing strategy... The adoption of the business model canvas has helped what critical resources you need Amazon, Google, and even to support the entire digital traditional companies to grow marketing strategy to obtain the exponentially, thus, consider highest return with the lowest it for mapping your digital costs. marketing strategy. However, you must also not forget your key partners such Dr. Karling Lee is an annual favourite as your campaign agencies, at the Malaysian CMO Conference, branding partners, image her groundbreaking studies are highly- building consultants and so sought out by marketers who know forth who may impact your what works best for their brands. Her effectiveness. expertise in deciphering the digital Then comes the revenue generattion is based on real time surveys stream and the structure. Apart and reporting. from the direct impact of sales from the digital marketing strategy, what other revenue stream is possible, for example from sponsors of accessories that complements your product. Then, focus on the cost structure, where apart from the traditional costs of a digital marketing 26 ISSUE261SEPTEMBER2020 | WEEKENDER BOBHOFFMAN.COM Facebook Outrage of the Week

Years ago, Facebook outlawed on Facebook by the devilishly the selling of firearms on its cleverly scheme of "disguising" platform. As usual, this "ban" firearms as stickers for firearms turned out to be a joke. Guns with gun maker logos. You can't and rifles were readily available make this shit up. for purchase. I guess Facebook's Then a year ago thousands of highly- lawmakers called on trained moderators Mark Zuckerberg and brilliant AI to get off his algorithms and ass and take "key word" the policing identifiers of gun and and "evolved" rifle sales automated seriously. systems can't According figure out to the Wall that stickers for Street Journal a guns Facebook accompanied by spokesquid gun maker logos said, "The company could really be ads was... “evolving” its for guns. You gotta be a real automated system and retraining fucking genius to figure that one human reviewers hired to catch out. violating content, “including It's just amazing how time looking for key words.” and again one solitary reporter This week the Journal can uncover stuff that Facebook's reported that firearms dealers billion dollar systems and are still doing a brisk business thousands of wiz kids can't find. 27 ISSUE261SEPTEMBER2020 | WEEKENDER SHOWCASE

To honor the sacrifices that everyday people in Bahrain and around the world continue to make, Bahrain’s leading telecommunications provider Batelco released a commemorative SnapChat lens to be used at home. The lens celebrates heroes at home by adorning them with medals of honor that recognize their struggle and allows them to see themselves as the brand sees them – at-home heroes of COVID-19.This campaign kicked off on Instagram with images of heroic women and men proudly posing at home in their pajamas with their own set of medals, each one custom designed in 3D to reflect their accomplishments – ranging from men learning to cook, to parents dealing with the realities of homeschooling their children. Category: Telecommunications Client: Batelco Agency: ˘ and us Production Studio: Melt Country: Bahrain MALAYSIAN MEDIA CONFERENCE 2020 SEPTEMBER 25, 2020 SIME DARBY CONVENTION CENTRE