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 Malaysia 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 Astro 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 Twitter 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. Indonesia and Singapore. 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.