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ISSUE #269 NOVEMBER2020 WEEKENDER

The Emergency Issue! Checklist of critical roadblocks facing our industry... popculture WEEKENDER

COVER STORY Can we be ONE again?

I don’t know when or what EDITOR'S NOTE to call anything an Emergency Tales of the sunken anymore, but sofa Whatever we preach I have good about sitting up reasons to believe straight and working our industry 123RF at the table, the sofa is needs major our new island.... repurposing and it is clear...

Cover picture by 04 08 17 22 The 7 Your list of Dimensions of Effective In- who are House Teams shining As marketers need overseas! better integration to deliver on omnichannel customer experience...

MARKETING WEEKENDER is published by Sledgehammer Communications (M) Sdn Bhd 22B, Jalan Tun Mohd Fuad 1, Taman Tun Dr. Ismail 60000 Kuala Lumpur, . 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. TRAITORS DIE A THOUSAND MISERABLE“ DEATHS ALONE. BECAUSE THEY HAVE NOTHING TO TRADE EXCEPT THEIR NAKED PURSUIT FOR POWER. , DAP Secretary-General.”

IN ALMOST EVERY INSTANCE, UNCOVERING“ TRUTH MEANS HEARING THE WORDS OF PEOPLE WHO AREN’T YOU. https://nyti.ms/2TNPhuJ” WE DON’T GET THEM TO TRY OUR PRODUCT BY“ CONVINCING THEM TO LOVE OUR BRAND, WE GET THEM TO LOVE OUR BRAND BY CONVINCING THEM TO TRY OUR PRODUCT. @AdContrarian” 4 ISSUE269NOVEMBER2020 | WEEKENDER EDITOR’S NOTE Tales of the sunken sofa 123RF Image from

Whatever we preach about Binge watching has redefined sitting up straight and working the term couch potato as at the table, the sofa is our new weekdays blur into weekends island. And only if it could tell and you remain spoilt for choice, stories about us since an MCO of left with “nothing to see”. any kind began…. Any oaf, sitting on a decent Today, I touch upon some sofa, will tell you TV viewership truths which may explain why has gone through the roof, while sofas are caving in… the Guardians of the Media Galaxy still play cat and mouse ENTERTAINMENT to get their pound of flesh before Never before in recent modern confirming airtime for clients. history has television glued Shocking: media owners us to the sofa like ever before. spend up to billions to set up Add a tablet or two and some their stations/platforms and at mobile devices, you have a major the end of the day they are at happening party to rival any 72- the mercy of a media planner in hour Punjabi wedding. a multi-cubicled shoplot in SS2 5 ISSUE269NOVEMBER2020 | WEEKENDER EDITOR’S NOTE

(great kway teow places there), A similar trajectory can be who has no clue where Simpang made of Media Prima stations. Renggam is, makes the buy call Where are the “real-time” from his/her RM50,000 paid-up experts now, who love to capital outfit. excitingly guide clients to where While Astro’s TV viewership the eyeballs are? Where? Where? increased by 43% as daily time spent rose 30% since the E-COMMERCE start of MCO, there has been Sofa shopping is the new no noticeable shift in media lifestyle. investment by advertisers According to Statista, as of Q2 accordingly. 2020, Shopee (with almost 1,000 6 ISSUE269NOVEMBER2020 | WEEKENDER EDITOR’S NOTE ... Well, my sofa may celebrating goals, birthdays, awards, elections, ride-hailing, never see a V but it has good food, travel offers and clear symptoms of Us more. and Ws all over... E-commerce players are also focused on Livestreaming events and in-app games to increase employees), led the Malaysian user engagement. e-commerce market as the most I feel marketers should look at clicked e-commerce site in the these new consumer behaviours country. Followed by Lazada, PG rather than the tired metrics from Mall and Lelong. The subsequent the same ‘pulse of the nation’ rankings depend on who you barometers. talk to. Use your heart when making As some say, the votes have your media decisions, the math yet to be counted! will only get you so far. There are With around 38.3 million already so many truths staring clicks, Shopee is the leading at your face right in your own online shopping platform in home. Malaysia and Southeast Asia. In the meantime, I wonder if Malaysia is expected to sofa sales have gone up... maintain a leadership role in According to Khoo Yeow online sales across the region; our Chong, President of the eCommerce sector was valued at Malaysian Furniture Council RM15.4 billion last year and this (MFC), furniture makers are was well before COVID set in. expecting a V-shaped recovery But laughing all the way to this year. the bank this year are global tech Well, my sofa may never see a giants (see chart on previous V but it has clear symptoms of Us page). and Ws all over. To all you sofa refugees out EVENTS there, throw me a pillow if you From webinars, Zoom agree. meetings and virtual learning, our sofa pillows are getting more learned than us these days. While UNLIMITED DATA, CALLS & SMS with uni Mobile™ RM99 * RM59 monthly • 10GB LTE Hotspot • No Contract Exclusive to all uni Home Broadband customers and family members )

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Can we be ONE again? I don’t know when or what to call anything an Emergency anymore, but I have good reasons to believe our industry needs major repurposing and it is clear that doing the same things over and over again have been fruitless. We need leadership with new thinking so we can progress beyond the same old same old….or is too late? 9 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY Emergency #1: Then in a strange twist of COMMON MEDIA destiny the government got CURRENCY involved last year through How can we have two media regulator MCMC. Personally, I currencies for television is do not see how a government beyond me. regulatory body can moderate Astro goes with Kantar an issue that serves commercial while the rest (including Media interests. We are certainly not Prima) use Nielsen figures. The discussing the price of essential fees for Nielsen and Kantar are goods here! astronomical and not many Anyway two-term ex agencies can afford them in these President of the Malaysian times. Media Specialists Association is More than five years have now helming that committee at passed since this dual dilemma, MCMC, at least he knows what’s with many overtures made by going on, having successfully many groups including trade resolved the double-taxation associations coming to the table. issue for agencies during the Result: zilch. introduction of digital tax in 123RF Image from 10 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY

... Only when the rules are clear, can we as an 123RF industry become accountable and thrive... Image from

relation to billings from Google The issue of a common and Facebook. A curious example currency is the lifeblood of of MCMC brand policing here. a vibrant media ecosystem Radio audience measurement and stimulates growth and is also not streamlined and the innovation. Only when the rules Audit Bureau of Circulations are clear, can we as an industry (ABC) remains the only become accountable and thrive. alternative to print measurement. “As digital spend increases When many magazines pulled exponentially especially when its out of ABC some years ago, its fuelled by Covid-19, advertisers standing swayed in print. Then require more transparency as newspapers got trashed by walled gardens/media owners digital and started proritising (ie. Google and Facebook) are digital measurement…. not fully audited by independent Don’t get me started on digital third parties,” says Joseph Lim, measurement as ABC Interaktif Chief Marketing Officer at Tune which began with an ambitious Talk. aim of measuring digital media almost 15 years ago remains Emergency #2: just that: a project. Only an DIGITAL FRAUD organization like the Interactive Bernard Lee, Head Advertising Bureau (IAB) can of Marketing Services at Digi handle this, and Malaysia is not says, “Ad fraud and digital on their radar to the best of my accountability are big issues knowledge. for marketers, plus the privacy 11 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY “The biggest roadblock Customers everywhere are now is the peaking pulling back on spending, and unemployment at sticking to value buys or essential items only in anticipation of a 9%, along with the rough future 2-3 years.” impending or already- “Therefore, for marketers now, here recession. not only do we have to battle Customers everywhere changing legislation that seems are pulling back on to be updated daily, but also spending, and sticking shrinking discretionary income to value buys or where everyone is fighting for the last ringgit out there.” essential items only in “The rise of digital adoption anticipation of a rough is plagued with digital fraud. future 2-3 years.” Distinguishing real marketing - Eugene Lee from fake marketing in digital is hard for consumers. If not kept in and usage of first party data for check and addressed effectively, marketing.” erosion in brand trust and health With digital, you can target can threaten its very existence,” any particular group specifically. warns Abdul Sani Abdul And that’s the appeal of digital. Murad, Group Chief Marketing You pay for your audience size, Officer, RHB Bank Berhad. low or high income doesn’t Prashant Kumar, Founder & matter. The reliability of Senior Partner of ENTROPIA, measurement metrics is another adds, “Digital platforms need ball game altogether. to pay their due taxes to create “I know that McDonald’s a level playing field with local deploys their own auditing media on the revenue side. tools,” shares Eugene Lee Digital platforms need to share - Regional Director of Marketing revenues with newspapers fairly. (Asia Business Unit) McDonald’s, If a Malaysian in the country sees “The biggest roadblock now is an ad on any platform, it should the peaking unemployment at get taxed. Due to COVID-19, the 9%, along with the impending ad industry can also be given or already-here recession. service tax relief.” 12 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY 123RF Image from ... Advertising is the most “No media owner works fragile of all businesses, on audience guarantees really. whether good times Except digital platforms. That’s or bad. You could go CPA or CPL based buys with under if one big client digital, which is an industry in does not pay you. And itself called affiliate marketing.” you don’t need a Wall Chanchal Chakrabarty, CEO Street meltdown for your of GroupM Malaysia says, “On business to crash... digital platforms advertisers pay for completed views, viewable Advertising is the most fragile impressions, converted clicks of all businesses, whether good or leads, etc. hence paying for times or bad. You could go under guarantees. Other platforms can’t if one big client does not pay you. measure for such guarantees but And you don’t need a Wall Street have things like Cost Per Rating meltdown for your business to Point (CPRP) which is as close crash. as it gets given the constraints of Truth be told, ad folk have available measurement. been living and thriving in recession-mode from day one. Emergency#3: So whip us all you want. But if UNCERTAINTY you want success, then brace Having survived many yourself to get some real therapy financial crises in the past, to cure your ills. So long as the media, advertising and marketers wake up to the fact marketing industries have seen it that advertising never caused an all, and advertising was always economic crash, the healing can the first to get whipped. begin. 13 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY mutates by the day with no cure in sight. It is global and affects all parts of the food chain. “What do you do when the entire industry is backed up against the wall with declining revenues, margin pressures, and so much uncertainty plaguing any viable forecasts to determine the balance between revenues and costs?” asks Nicky Lim, CEO of dentsu Malaysia, “Clearly, every business is accelerating “What do you do when transformation to harmonise, and paying laser-focused attention to the entire industry is changing customer demands.” backed up against the Tai Kam Leong, Head of wall with declining Branding and Partnerships at revenues, margin Maxis says, “Agility is required: pressures, and so much where would telcos pivot to uncertainty plaguing...” create value? Mobility behaviour - Nicky Lim is fast shifting away from ultra dynamic, motion-based wide coverage to more intensive/ On the contrary, advertising IS extensive usage in static areas. the engine of commerce. Changes are placing pressures Oil it and it will serve you on experience management, well. You want to learn how to partnerships and deals as well survive a recession? Ask any ad as distribution. What used to person. be nice to haves are now must They live it…every day of haves, what used to be templated their lives! approaches now must change This time around we have a and what used to be market unique set of problems in the norms are now antiquated. If new uncertainty. Immobility, brands and partners in marketing hesitancy and a disease that stay open and are willing to 14 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY 123RF Image from

“New value would come from consumer innovation in these new norms. Adoption of tech would go up, while being careful with cost and expenditure....” evolve fast, the best relationships Emergency#4: would surface and establish new SQUEEZED AD RATES norms in how we work.” Bala Pomaleh, CEO “New value would come from of Mediabrands Malaysia is consumer innovation in these concerned that OOH content and new norms. Adoption of tech production is now at a standstill. would go up, while being careful “There is no question that with cost and expenditure. MCO has reduced footfall to New ways for children to go to literally all businesses hence ‘class’, how to fill up leisure time, clients will postpone spends in changing tactics for business tandem with consumer spends.” survival - there’s never been Santharuban T Sundaram more curiosity in the market,” Tai – CEO of Advend Group of adds. Companies, Etika Holdings adds, 15 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY “If the platform has been selling reach and number all this while, “We now live in the absence of such reach in the VUCA and numbers it is only logical that the advertisers should pay (volatility, less. Having said that, we are in uncertainty, a situation where people can’t go abroad, most of them work complexity, and from home, schools are closed, ambiguity) world.” malls are empty, in fact there - Linda Hassan is no traffic congestion in most places. Predicting where people Digi’s Bernard Lee adds, “This will be and what they are to be is especially true when it comes doing, is likely not to going to to retail malls trying to defend be rocket science....given the same rental rates and also in- circumstances.” malls advertising space.” “Platform owners should Tai continues, “The real take advantage of this to show question that needs to be asked is advertisers how they can actually this: if you are still basing value maximize the reach and how on reach and ratings, then how they can innovate and bring forth do you compete when businesses new solutions instead of having want to pay you for performance the discussion around rate returns?” cards.” We pay well for performance On media rates that have to be returns (not sales; because that’s painfully reduced with a smaller often “immeasurable”, but focus audience at large, especially on signals close to sales closure, in Out Of Home (OOH), like web sessions, add to carts, Maxis’ Tai says, “Post-delivery downloads, lead forms, retail reports should be the basis for traffic, etc). negotiation of the value to be Linda Hassan, Group CMO returned. We have requested for (Malaysia & Singapore) of make-up benefits, whether in Domino’s says, “We now live in time, position or entitlement of the VUCA (volatility, uncertainty, spots, etc., and media owners complexity, and ambiguity) have been positive. world.” 16 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY

“Good people are cautious about changing jobs during this period...”

For her, it is about staff changing jobs during this period. morale, business planning that However expect this to come does not look too far ahead back to normal with recovery (uncertainty begets uncertainty), and opportunities will increase. managing cashflow and realizing This will be followed by our that some things have to be let go perpetual problem of the small in order to move on. and shrinking talent pool. The government and industry Emergency #5: both have their responsibilities TALENT & to grow, develop and shape the DEVELOPMENT talent pool of the country. “A growing issue within While the government the marketing industry is the needs to make Malaysia a lack of skills to utilise marketing more attractive destination for technologies. The proliferation investment to help create more of digital marketing and job opportunities and hence advancements in MarTech have reduce the talent drain, our exacerbated this issue, and local industry also needs to do its talent may not be able to keep part of developing and training up without relevant education especially the young talent and training, or support from through internship programs, marketers in the industry who certifications and industry are stuck in their traditional training initiatives.” ways,” says Ben Foo, Group The following four pages lists CMO of Taylor’s University. our industry players who have left Chanchal chips in, ”Good for overseas causing a massive brain people are cautious about drain outflow. 17 ISSUE269NOVEMBER2020 | WEEKENDER

Your list of Malaysians who are shining overseas! 123RF Image from

CHINA Callum Ng Ken Wong Creative Group Head, O&M Independent Artist Shanghai Radio Woon Andiry Tan Artist, Co-Founder of Visitors Associate Creative Director, Danny Low VMLY&R Shanghai Independent English Copywriter Chua Long Yao Boone Wong Associate Creative Director, Creative, Anomaly Digitas Shanghai Nikken Eric Pang Creative, Anomaly Associate Creative Director, 180 Edward Yap Jack Goh Senior Art Director, AKQA Associate Creative Director, Shanghai BBDO Shanghai How Wei Zhong Keane Low Senior Art Director, Weiden + Associate Creative Director, Kennedy Shanghai McGarrybowen Jodie Hew Mika Tay Senior Art Director, Ogilvy Associate Creative Director, Shanghai Ogilvy Beijing Kong Karyee Pauline Ang Senior Art Director, BBH Associate Creative Director, Shanghai Saatchi & Saatchi Shanghai Yuki Siew Willeon Leong Senior AD, The Lego Agency Associate Creative Director, Shanghai O&M Shanghai 18 ISSUE269NOVEMBER2020 | WEEKENDER BRAIN DRAIN TRAIN You Chen Kiat Associate Creative Director, Dentsu Shanghai Tam Jian Zhong Andrew Shee CD, BBDO Shanghai Creative Director, Dentsu CDC Theng Lik Tat Shanghai Creative Director, Proximity Ben Lee Shanghai Creative Director, Grey Group Wong Kai Ming Shanghai CD / Senior Representative, SG Chuang Boon Eng Group China Independent Creative Director Ellie See Danny Yap Design Head, Anomaly Integrated CD, O&M Shanghai CK Tan Desmond Ho Group CD, Apple Creative Director, Publicis Joshua Tay Shanghai Group CD, TBWA Shanghai Jasphine Chew Andrew Low Creative Director, Saatchi & ECD, Ogilvy Beijing Saatchi Shanghai Cheong Yew Fei Justin Phang ECD, Saatchi & Saatchi Shanghai Creative Director, R/GA Jazzy Chan Shanghai ECD, Saatchi & Saatchi Shanghai Kai Loon Joey Khor Creative Director, Saatchi ECD, George P Johnson Shanghai Experience Marketing Beijing Loo Swee Mei Kelvin Leong Creative Director, Dentsu CDC ECD, BBDO Shanghai Shanghai Ong Kien Hoe Foong Mee Yee CCO, VMLY&R Shanghai Creative Director, AKQA Yan Chay Shanghai ECD, Huawei Miimo Leong Kevin Lunsung Creative Director, Saatchi & Founder, The Great Indoors Saatchi Shanghai Chow Chye Yee Simon Fong Senior Producer Freelance CD, O&M Shanghai Fin Design + Effects Shanghai 19 ISSUE269NOVEMBER2020 | WEEKENDER BRAIN DRAIN TRAIN Kenneth Menon Lee Weisian Senior Copywriter, Section Executive Producer, BBH Douglas Goh Shanghai CD, TBWA Wong Ay Wei Daniel Kee Founder, Executive Producer at ECD, Lowe Pandemic Shanghai Theo Tan Michael Wong ECD, Gyro Film Director, Michael Wong Adam Miranda Films Founder and CD, Fishermen Kevin Lee Chan Siew Lian Film Director, FarFar Films Head of Content Curation & Strategy, UOB Bank US Alex Lim Priscilla Yuen Creative Partner, Mercury Illustrator, Adams Media, Creative Massachusetts Tan Giap How Gary Lim Associate CD, Publicis Groupe Assoc CD, Publicis New York Sid Quah Pebble Goh Head of Production, Invisible VP CD, BBDO new York Artists Naz Kasim Tim Chan Group CD, Havas New York ECD and Partner, GOVT Nic Tan Colin Pereira Director of Creative Services, Founder and Head of Creative, OneLogin, San Francisco Fuse Ronald Ng Eddie Azadi Global CCO, Isobar CD, Google APAC Greg Yeo SINGAPORE Lecturer at Ngee Ann Poly/ Adlin Rosli Freelance CD Creative Manager, LEGO APAC JY Lay Karen Wong Creative Director, VaynerMedia Senior Creative Lead (APAC), Singapore Lego APAC VJ Anand Primus Nair Head of Creative, VaynerMedia Head of Creative, Lego APAC APAC 20 ISSUE269NOVEMBER2020 | WEEKENDER BRAIN DRAIN TRAIN Cheok Boon Keng Freelance CD (Art) Anne Foo Freelance Designer VIETNAM BANGKOK Andy Soong Woon ECD, Dentsu Alpha Regional ECD, Hakuhudo Malcolm Soh Owner and EP, Laughing Buddha DUBAI Joe Teoh Leslie Paul Founder and CD CD, C2 Comms The Locals Tony Chew AUSTRALIA Founder and Brand Consultant Kevin Sim Wildfire Brand Consultancy Freelance CD Cheryl Ha WeiNa INDIA Creative Consultant Kay Khoo Joanna Spencer Partner, Fish Do It Consultants Head of Marketing, Unity Bank Jamie Toh LONDON Snr AD, Saatchi & Saatchi Joel Lim Wellness Snr Creative Tech Simon Wong Ogilvy UK Director, Team Content CAMBODIA JAKARTA Izwar Zakri Brian Capel Co-founder and CD, CEO, Publicis Groupe K+Z Advertising Adrian Lee HK Group Creative Director, Christel Chong ComZone Creative Director and Creative Hisham Sahudin Partner, DDB Freelance Copywriter, Creative Gan Yue-Li Director, and Film Director Lead Copywriter- English, Cathay Pacific Airways Compiled by Edward Ong. 21 ISSUE269NOVEMBER2020 | WEEKENDER COVER STORY

“The truth is Malaysia’s advertising spends have been stagnant for some 5 years and COVID has just pushed that back into a significant decline...”

Emergency#6: government and the industry ROLE IN ECONOMY to work together to build it and “Malaysia is a digital make it strong, says Chanchal. economy already but digital He concludes with a wakeup adspends are still dominated call “The truth is Malaysia’s by two global players. For the advertising spends have been digital economy to move to the stagnant for some 5 years and next level, it’s imperative for COVID has just pushed that the local publisher ecosystem back into a significant decline. to develop and become strong,” Getting this back to growth The pandemic has further might be an uphill task unless impacted the already fragile the political landscape stabilizes local publisher ecosystem and and economy gets back into therefore its critical for the growth.” 22 ISSUE269NOVEMBER2020 | WEEKENDER IN-HOUSING

The

Dimensions7 of Effective In-House Teams

By Greg Paull Co-founder and Principal, R3

As marketers need better capabilities, and market-leading integration to deliver on insights and ideas into their omnichannel customer teams. experience goals, in-housing In a WFA study (2020) of has become the go-to strategy 53 global advertisers, 37% of for CMOs looking to transform creative output was reported to their corporate departments and come from an in-house team and re-think their spend – bringing 94% of respondents had in-house agility, data and technology creative capabilities for digital 23 ISSUE269NOVEMBER2020 | WEEKENDER IN-HOUSING There is no “one size fits all” ... There is no solution to the in-house challenge “one size fits and this has refocused marketers all” solution to to think about the impact of the in-house performance management and organisation design. challenge and this Building a successful in- has refocused house agency requires more than marketers to think putting the best talent in a room. It requires having clarity on team about the impact ownership, understanding the of performance cost of having a team that can management serve the business, and having the right leadership to deal with and organisation the complexity of in-house teams. design... THE 7 DIMENSIONS To help marketers stay content. Around half of survey the path, here here are seven participants reported having an dimensions of in-housing that in-house media team. However, need to be addressed: almost 95% of companies 1. Spectrum of Control: surveyed noted that they Building an in-house agency continued to work with external takes time and resource. agencies. It’s disruptive but comes at a cost and requires the IT’S HARDER THAN YOU active participation of THINK other departments in the How to best structure organisation - including the internal marketing teams and C-suite. This explains why in-house agencies, as well as most brands choose to work how to manage processes and with a “hybrid approach” to performance within both in- in-housing. To determine a housed teams and external brand’s level of commitment suppliers, are vital to in-housing to in-housing, deciding the success. 24 ISSUE269NOVEMBER2020 | WEEKENDER IN-HOUSING

... Ensuring that in-house teams have the level of skill to keep a brand competitive is an area that marketers have to 123RF address... Image from “spectrum of control” that a their marketing teams. brand might want to have is a 3. Internal Capability: Ensuring good place to start. Following that in-house teams have the this, they can establish where level of skill to keep a brand they sit on the scale. competitive is an area that 2. Size: Overall size of marketing marketers have to address. teams vary because in- Having internal “know how” house marketing is generally is important for marketers executed by employees of who find themselves faced the company. For example, with opportunities that small companies often require time and budget having a marketing “team” sensitive response. However, of one, while the average by not having access to a size of a marketing team large pool of talent - as they for a company with 25-49 might have with an integrated employees is typically three agency partner - brands with people. Larger companies in-house teams risk playing it with 50-249 employees have predictable and safe. an average of eight people on 4. Skill Sets: The skills within 25 ISSUE269NOVEMBER2020 | WEEKENDER IN-HOUSING

... Beyond simply 6. Budget: Having adequate budget allocated to marketing sharing the initiatives will aid in having workload, there are successful campaigns. For other key reasons example, organisations which to further agency executed successful content marketing campaigns had relationships, 39% of the total marketing including budget allocated to content keeping up with a marketing. dynamic business 7. Partnerships: Partnering with agencies is often in the environment, best interest of the business integrated creative and your internal team. In- excellence... house teams typically partner with external agencies to an in-house agency should be complement their service influenced by the importance offering - predominantly of each area to your overall campaign strategy, creative marketing approach, and strategy and design execution. the degree of specialization Beyond simply sharing the needed to get the job done. workload, there are other 5. Technology: When setting key reasons to further agency up an in-house agency, it is relationships, including essential to have a clear idea keeping up with a dynamic of what technology is needed business environment, to support the delivery of integrated creative excellence, work, and the associated cost career development for your of integrating and maintaining team, and efficient delivery. new systems. This knowledge will help manage expectations Greg Paull is Principal and Co- of what you will get out of founder of R3, a global independent your in-house agency and consultancy focused on driving how able your team will be to transformation for marketers and deliver the work. their agencies. www.rthree.com 26 ISSUE269NOVEMBER2020 | 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 Thompson Mar HSBC Malaysia FCB Mar Berjaya Sompo Project Malaysia FCB Apr SP Setia Project Malaysia Sep Sep Desaru Coast Malaysia Media Agency Month Account Area PHD Feb Diageo Global Mindshare Jul Oppo Malaysia Universal McCann Jul Lazada SE Asia OMD Jun Danone Malaysia dentsu X Jul Honda Malaysia Sdn. Bhd. Malaysia Zenith Jul Disney+ SE Asia PHD Jan Warner Bros Pictures Group Malaysia Mindshare Apr Awesome TV Malaysia MediaCom Feb SK Magic Malaysia Universal McCann Jan Emirates Airlines Global 27 ISSUE269NOVEMBER2020 | WEEKENDER BOBHOFFMAN.COM 123RF Image from Ad industry Lawyers Up! Desperately clinging to plan to introduce new privacy the wreckage of surveillance- measures into iOS 14. marketing, the ad industry went The new software will block on a legal binge this week. advertisers from collecting First, in France, a group certain types of information from of advertisers and publishers iPhone users unless the users including the IAB and the Mobile opt-in to being tracked. Marketing Association whined to Contrary to the horseshit French authorities about Apple’s promulgated by the online ad 28 ISSUE269NOVEMBER2020 | WEEKENDER BOBHOFFMAN.COM industry and its flunkies in the headquartered in CA which agency business, consumers do makes some parts of CA law de not find tracking-based facto US law for these companies. advertising “more relevant, more Behind all this hubbub and timely, and more likable’. hysteria over tracking is one simple question: What in the Not even close. f-ing world makes our industry think that the convenience of In fact research indicates that marketers is more important than 85% of iPhone users will not opt- the privacy rights of citizens? in to being tracked. Wait ‘til ad industry “leaders” In some major logic-torturing, get a whiff of this. This week, the ad industry complaint California voters are very contends that Apple’s move is likely to pass something called somehow anti-competitive. Proposition 24. In one great Next we cut to California swipe Prop 24 makes a whole lot where all the usual suspects of the ad tech shit show illegal. -- the IAB, the ANA, and the According to The 4As -- sent an 8-page letter to Drum, ‘businesses that the California Attorney General suck up consumer data claiming that the California from the programmatic Consumer Protection Act is an advertising bidstream...would be infringement on advertisers’ first affected.” amendment right of free speech. One expert said, this affects “everything that goes on in the Wha? Huh? ad tech ecosystem...” Before we get too excited The CCPA makes it easier for about this, however, it’s consumers to opt-out of being important to remember tracked. Why is this important? that there’s a big difference California is the 6th largest between law and law enforcement. economy in the world. Larger Thus far both the GDPR in than the economy of France. Europe and the CCPA in the Additionally, a great States have been a ton of lip and many tech companies are not an ounce of teeth. 29 ISSUE269NOVEMBER2020 | WEEKENDER SHOWCASE

Campaign for women to get tested for breast cancer Client: Briuta Agency: Aviv Adv