inter national ist THE NEXT WAVE OFOF INTERNANATIOONANAL ADVERTISERS FOR ADVERTISING, MARKETING + MEDIA FOR PROFESSIONALS ADVERTISING, MARKETING + MEDIA january 2004 Grey’s Carolyn Japan In Carter On Focus: Global Brands Tackling The In The 21st W orld’s No. 2 inside issue Century Ad Market www.inter-national-ist.com inter inter inter inter national ist january 2004 national national national ist ist ist inter national ist Cover Story inter national ist THE NEXT WAVE OF INTERNATIONAL ADVERTISERS inter Profile inter inter DOUGLAS GRUEHL helps Legato become part of the “next wave” nationalof international advertisers national national ist ist ist Commentary www.inter-national-ist.com Grey’s CAROLYN CARTER’S view of global brands in the 21st century FEATURES inter cover photo: ©brian fraunfelter/solus images issue inter SUBSCRIBE A Word from the Publisher and Editor/4 nationalLetters/4 ONLINE Frontlines/7 Group discounts Reports from Advertising Age, Meio & Mensagem, national AdAsia. The latest media surveys and more available for ist Media Matters/24 Examining CPM ist bulk shipping. Japan in Focus/26 Successes in the marketplace On Site in O&M’s new Tokyo offices People and Places/32 DoingBusiness interin...South Africa /34 The Rainbow Nation finds its feet inter Career Track /35 DEPARTMENTS Jungle Lovin’ nationalin Hong Kong /36 national STAFF deborah malone PUBLISHER 1-917-816-6416 [email protected] nancy s. giges EDITOR 1-914-683-5108 [email protected] istapril garston CREATIVE DIRECTOR [email protected] joan ranieri-certain DESIGN CONSULTANT [email protected] ist christine yun gardiner MARKETING,CIRCULATION,RESEARCH [email protected] mark grimaldi WEBMASTER www.mjg-designs.com D M • NY GLOBAL inter national ist is published six times a year by DMNY Global. ©2004 DMNY Global. Excerpts may be quotedDM•NY with proper attribution to inter national ist. GLOBAL inter national ist has been created to serve the international marketing communications industry. It is a publication for and by international marketing and media professionals. Printed by Miller Johnson, Inc., Meriden, CT. BPA International Membership Applied for. DM•NY GLOBAL DM•NY GLOBAL AFFILIATES EDITORIAL ADVISORY BOARD TO JOIN THE IAA, debra coughlin PHONE OR E-MAIL SENIOR VICE PRESIDENT YOUR LOCAL CHAPTER GLOBAL ADVERTISING MASTERCARD INTERNATIONAL ARGENTINA Rogelio Pianezza 54.11.4951.0575 [email protected] AUSTRALIA Heather robert crozier Leembruggen 61.2.9922.2515 [email protected] PUBLISHER AUSTRIA Eva Spani 43.1.531.170 [email protected] FORBES GLOBAL BAHRAIN Saritha Fernandes 973.22.52.62 [email protected] BOSNIA/HERZEGOVINA Samra Luckin 387.33.261.230 [email protected] BULGARIA Lyudmila Kableshkova neil gluckin 359.2.943.3341 [email protected] CHILE Henry Northcote 56.2.232.6610 EXECUTIVE DIRECTOR [email protected] CHINA Zeman Zhang 86.10.6331.7507 BRAND STRATEGY [email protected] CROATIA Marko Stojakovic 385.1.48.34.470 UBS AG [email protected] DENMARK Donald Nekman 45.7020.1126 [email protected] DOMINICAN REPUBLIC Donald Rowland toby hayward 809.562.3882 [email protected] EGYPT Mouchira Said 202.578.4951 [email protected] FINLAND Nina Franco EXECUTIVE VICE PRESIDENT 358.9.122.3361 [email protected] FRANCE ADVERTISING SALES Dominique Martin 33.1.4742.1342 [email protected] STAR GROUP LIMITED GERMANY Lutz Weidner 49.228.949.130 [email protected] HONG KONG Jessica Kam john holmes 852.2313.8023 [email protected] HUNGARY Adrienne Kaminszky 36.1.349.2717 [email protected] INDIA Pheroza Bilimoria CHAIRMAN 91.22.282.4883 [email protected] LATIN AMERICA & CARIBBEAN ISRAEL David Admon 972.3.5656356 [email protected] J. WALTER THOMPSON ITALY Alessandra De Bevoise 39.2.885.8921 [email protected] JAPAN Minoru Ichihana 81.3.3569.0351 graeme hutton [email protected] JORDAN Asmaa H. Abu Ghazaleh 962.77.446441 [email protected] KOREA Wooshik Hong SENIOR VICE PRESIDENT [email protected] KUWAIT Daoud Moujaes 965.968.3916 GLOBAL CLIENT SERVICES DIRECTOR [email protected] LEBANON Alfred Barakat ZENITHOPTIMEDIA GROUP 961.3.242.299 [email protected] MALAYSIA J. Matthews 60.3.7460.8535 [email protected] MALTA Joe Zammit robin kent 356.3291.4616 [email protected] MEXICO Lucia Abdo 52.5.5728.4800 [email protected] NIGERIA May Nzeribe CHAIRMAN & CEO 234.1.496.6197 [email protected] PAKISTAN Syed Mahmood UNIVERSAL MCCANN Hashmi 92.2.756.0530 [email protected] PARAGUAY Ruben Ovelar Melgarejo 595.21.453.090 kevin razvi [email protected] RUSSIA Erkin Salakhitdinov EXECUTIVE VICE PRESIDENT 7.095.234.2805/06/07 [email protected] SINGAPORE Patsy Ee CNN ADSALES [email protected] SLOVENIA Marko Majer 386.61.2000.800 [email protected] SPAIN Ana de la Puente 34.91.315.9936 SRI LANKA Mangala Yasashri Wickramarachchi alan rutherford 94.1.597.551 [email protected] SWEDEN Ronnie Eide WORLDWIDE HEAD OF MEDIA 46.70.557.4295 [email protected] SWITZERLAND UNILEVER Edith Moosbrugger 41.1.383.2662 [email protected] SYRIA Jocelyne Vitale 963.11.612.9404 [email protected] TAIPEI Raymond Hung So 886.2.771.80888 [email protected] andrew sibley TURKEY Aysenur Atli 90.212.325.3790 ADVERTISING MANAGER EMEA [email protected] UAE Carla Hosni CISCO SYSTEMS 971.4.394.0286 [email protected] UNITED KINGDOM Annika McCaskie 44.207.381.8777 [email protected] URUGUAY Silvana Saavedra 598.2.903.24.41 [email protected] anne c. toulouse US-FLORIDA Muriel Sommers 1.305.529.5006 [email protected] VICE PRESIDENT US-MID AMERICA Daniel M O’Brien 1.312.693.7826 BRAND MANAGEMENT & ADVERTISING [email protected] US-NEW YORK THE BOEING CO. Bernadette Brennan 1.646.495.5160 [email protected] US-WEST Ian Beavis [email protected] 1.415.218.8612 UZBEKISTAN Victoria Kim 998.71.1173.2887/86/2934 [email protected] VENEZUELA Raul Sanz-Machado 58.2.237.8322 [email protected] COMING march issue Cover Story: What Is Next? The New Advertising Reality Commentary by Simon Sherwood, chief operating officer, Bartle Bogle Hegarty future issues Marketing Accountability: Is ROI the Only Answer? Re-marriage: Media & Creative Together Again? Editorial submissions are encouraged. Submissions may be edited for length and style. Send your story suggestions and ideas including photos and calendar items to [email protected]. IMPORTANT DATES march issue mayissue AD RESERVATIONS: February 2 AD RESERVATIONS: March 24 MATERIALS: February 9 MATERIALS: April 7 Contact: advertising @inter-national-ist.com View from the Board: The Role of International Media in the Lives of Business Decision Makers A global study that brings new light on how and why top executives consume international media. the from Bo w ar ie d V : The Role of International Media in the Lives of Business Decision Makers For information and a presentation of the findings, please call your contact at any of the companies mentioned above. LETTERS SORTING OUT COMPLEXITY I just received a copy of inter national ist. Congrats on [having] …the guts and the vision to launch a new product during uncertain economic forecasts—if only your optimism can spill over It’s hard to believe that a year has passed since we took the plunge to clients and agencies maybe the global economy into the tough world of publishing … at a time we knew would be tough but also will pick up sooner and faster. Best of luck. one that we thought may give a boost to this important industry.And we would like to STEPHEN A. O’CONNOR CEO & Group Publisher think that we are helping to make a difference.As we said then and believe even more Budapest, Warsaw, Prague Business Journals so now, the viability of an international advertising and marketing communications My, how some things have changed since industry is vitally important to the needs of modern society.As the year progressed, we spoke this summer in preparation for your story in the [October/November] issue of inter national ist. we heard increasing signs of optimism, and those continue. The airline industry, at least from an advertising perspective is, in some parts of the world, beginning to resemble its old self. In the We knew that even the definition of “international” was complex U.K., for example, airline advertising has become much less tactical in nature, with a number when it comes to communications, and that has been reinforced in this past year as we of airlines running branding ads aimed at both the leisure and business traveler. Product talked to scores of people in this industry about the global-local challenge. It’s become features ranging from extra leg room in the economy section to fully reclining complex for lots of reasons…expert communicators know that pan-regional and global sleeper seats in club (business) class are now running with a fair amount of regularity. vehicles are vital as indicated by the most recent study “A View from the Board” To be sure, the airlines and hotels are still reported on in this issue. Equally vital are strong national media that talk to people in running price-led advertising aimed at putting “bottoms in seats” and “heads in beds,” their own language, and we use the word “language” in the broadest sense. respectively. That said, branding advertising from the airline business, though, has begun to again be a rather regular feature among publications in the U.K., and But there are other elements that complicate.We have been in on discussions I suspect, in other parts of the world.