malaysian annual · 4 effie/talks mr v. kanesan ... 9 adball 2010 mr vincent tiew ... bronze medal...
TRANSCRIPT
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malaysian advertisers association-Annual report2009
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Council
presidentPeter A Das
Claudian Navin StanislausBaba Products (M) Sdn Bhd
vice presidentV KanesanScomi Group Bhd
Tay Ai LeenL’Oreal Malaysia Sdn Bhd
Azizah WahidPanasonic Malaysia Sdn Bhd
Chan Sheow VernUnilever (M) Holdings Sdn Bhd
Alicia LowGolden Arches Restaurants Sdn Bhd
Margaret Au-YongTune Ventures Sdn Bhd
Tuan Haji Dr Harith KassimColgate-Palmolive Marketing Sdn Bhd
Vincent TiewMeda Inc Bhd
Chow Wei HengResorts World Bhd
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1 ASA TuanHajiDrHarithKassimandMrClaudianNavinStanislaus
2 CMCF MrClaudianNavinStanislausandMsTayAiLeen
3 MAde-in-MAlAySiA TuanHajiDrHarithKassimandMsChanSheowVern
4 eFFie/TAlkS MrV.Kanesan,MsMargaretAuYongandMsTayAiLeen
5 BillBoArd MsMargaretAuYongandMrVincentTiew
6 ABC MrPeterDas,MsChanSheowVern,MrVincentTiewandMrChowWeiHeng
7 MeMBerShip Council
8 relATionShipwiTh Secretaries oTherBodieS
9 Adball2010 MrVincentTiew,TuanHajiDrHarithKassimandPuanAzizahWahid
10 MAC2010 PuanAzizahWahidandMsAliciaLow
President’sReport
Our energy, enthusiasm and year were channeled into the successful organisation of AdAsia 2009 (see accompanying report) last October. As much as it monopolised our time and left less of it for the handling of association matters, it was the Council’s resolution from the start of 2009 that MAA matters must not suffer as a result of our drive to effectively host a global event of immense importance to the industry.
Under these strenuous conditions, the Council has managed the affairs of the MAA with the required degree of professionalism and efficacy. We have managed to conclude matters of immense urgency and the most important of them being the protracted argument between the Advertising Standards Authority and Jotun Paint. But as it is the case almost always, when one issue concludes, another crops up and the matter that concerned the Council most last year was the reintroduction of the Made-in-Malaysia ruling on television commercials.
Such concerns will be addressed at the soonest in the coming months and again we will apply the insistence and thoroughness that they demand so as to find the solutions that are amicable to all parties. In view of the enhanced role of the MAA in the area of government liaisons, Council Members were asked to unite in addressing issues affecting the industry.
The organisation has been recognised as a proactive industry representative by the Ministries of Health and Agriculture following our contributions in the framing of the guidelines on advertisements on fast food and pesticide advertisements respectively. It is incumbent upon us now to maintain the unity that allowed us to play our full part in championing these issues and for the MAA to continue to protect, preserve and promote the interests of advertisers in the industry.
Constitution Amendments:
ThestatusoftheresolutionapprovalontheextensionofthetermfromoneyeartotwoyearsfromtheRegistrarofSocietieswasapproved.
sub-Committees:
InJuly2009,theCouncilmemberswereaskedtochoosethecommitteesthattheywantedtoserveinbeforethenextCouncilMeeting.ThiswasaimedatallowingCouncilMemberstocompetentlydischargetheirduties,moreso,inademandingyearfortheMAA.TheCouncilwouldbestretchedtothelimitwithvariousprogrammeslinedupin2009inadditiontoAdAsia2009andcouldnotaffordtobelenientwiththeplanningandexecutionofactivities.
CouncilmemberswerealsoadvisedtotakethemeetingsoftheassociationandalsotheABCBoardinamoreseriousmannerandwereremindedoftheruleregardingabsenteeism.AMemberwhowasabsentfromthreeconsecutivemeetingsoftheCouncilwithoutsatisfactoryexplanationshallbedeemedtohaveresignedfromtheCouncil.
Assuch,CouncilMemberswerestronglyurgedtoattendthemeetingsonaregularbasis.IfaCouncilMemberwasnotabletodoso,itisherorhisresponsibilitytoappointastand-intorepresentherorhiminthemeetings.InAugust,theCouncilapprovedthecompositionofthesesub-committees:
CommuniCAtions:
ItwasbroughttotheCouncil’sattentionthatanumberofpotentialmemberswerekeentolearnofthebenefitsoftheMAAmembership.Astherewerenonewsletterandinformationontheindustryincirculation,therewasapressingneed:
1 Toreachouttoexistingandwould-bemembers2 Disseminatenewsontheissuesaffecting
theindustryandchallengesfacedbytheadvertisersandMAA’spositioninrelationtothem.
TheCouncilMembersweredirectedtobemorehands-onandgaintheinitiativetospearheadprojectsandwereaskedtolookintoprojectsthatwouldbenefittheindustryandthemembers.AworkingrelationshipwiththeBrandingAssociationofMalaysia(BAM),itwassuggested,couldleadtoevents,workshopsorseminarsthatwouldbenefittheindustry.
AstheMalaysianAdvertisingCongresshasbeenpostponedfortheyear,itwasrecommendedthattheeventbereplacedwithforums.Thesediscussionswouldbeaplatformforgovernmentbodiesandhighlyregardedadvertisersasspeakerstoarticulateissuesaffectingtheindustryandadvertiserssuchastherulingonlocalcontentintelevisioncommercials,the halal issue,contentonnetworkedelectronicmediumadvertisements,servicetaxandstampduty.
AsiA-PACifiC AdveRtising And mARketing CongRess 2010:
TheInstituteofAdvertisingSingapore(IAS)contactedtheCounciltoseekoursupportfortheAdvertising&MarketingCongressinSingaporethatwillbeheldbetweenJune3and4,2010.IndividualAsiaPacificcountrycampaignswouldbeinvitedtopresentattheCongressandcampaignsmusthaveattainedafinalistpositioninanyrecognisedawardprogrammeapprovedbytheAcademyofJudgestobepresentattheCongress.
Thefinalistswouldpresentafour-minutevideoforthecreativeinputfollowedbyasix-minuteoralpresentationthenparticipateina10-minutequestion-and-answersessionofthepresenter’scontentfromthefloor.Apanelofjudgeswouldreviewtheshortlistedvideopresentationsanddecideonthegradingofthepresentations.ThesepresentationswouldbeawardedGold,SilverorBronzemedalgradesandpresentedtothewinnersattheendoftheCongress.
TheIASproposedthatMAAbecomeacountrypartnerwithIAStopromotethecongresstotheadvertisingfraternityinMalaysia.TheMembersfeltthatthejudgingcriteriaweresimilartotheEffieAward.Takingintoconsiderationtheotherfactors,theCouncildeclinedtoparticipate.
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Committee RePoRt:
issues mAnAgement Committee
sCoPe:
• promotingvalueofadvertisingandselfregulation
– ContentForum&ASA
• Securingfreedomtoadvertise – FastFoodban – MIM – Billboard
• Tacklingchallengesofevolvingmediaenvironment
– Ownershipofmediaplatforms – Measurementofmedia–print,
TV,website,radio – Mediarates
• Advancingadvertiser-agencybestpractices – Professionalstandardsofpractice – StandardsofAdvertisingFilms
ProductionContract
membeRs:
• Tuan Haji Dr Harith Kassim;• Mr Claudian Navin Stanislaus; • Ms Tay Ai Leen;• Mr Vincent Tiew;• Ms Chan Sheow Vern; and • Ms Margaret Au Yong
AdveRtising stAndARds AuthoRity:
Thetonethatwassetbythepartialresolutionoftheissueconcerningthefulldisclosureinpricesinadvertisementsbetweenbudgetairlinesin2008wascarriedintolastyearastheASAsoughtamoredecisiveroleasaself-regulatoryentity.Theremainingunresolvedmatterwasthatdespitetheairlinesagreeingtodisclosetheirpricesinfull,advertisementswerestillinprintwhentheticketshavebeensoldout.
ASAhavebeenassuredthatwheneversuchadvertisementswererun,therewasareasonablenumberofticketsavailabletomeetfulfilltheclaimsasstatedintheadvertisements.Thedefinitionof“reasonablenumber,”however,variedfromcasetocaseandwasobscuredbystandardescapeclausessuchas“TermsandConditionsApply”or“WhileStocksLast.”InanotherpositivedevelopmentinMarch,thedeadlockbetweenAirAsiaandMAS,asregardstothecomplaintoncomparativeadvertising,reachedanamicablesettlement.
ThesesuccessesemboldenedtheASAtoendtheprolongedstandoffwithJotunPaintsfollowingtheirrefusaltocomplywiththeASA’srulingontheiradvertisingclaimonthebillboard.ThispittedtheMinistryofDomesticTradeandConsumerAffairs,PetalingJayaCityCouncil(MBPJ),KualaLumpurCityCouncil(DBKL)andOutdoorAdvertisingAssociationofMalaysia(OAAM)lastyearagainstarecalcitrantadvertiserbentondefyingalltheseauthorities.
IftheASAwerelegallyempoweredtoforcetherespondenttowithdrawtheirmisleadingadvertisement,thesagawouldhavenotbeenextendedforwelloverayear.Inordertoavoidarepeatincidentthatconsumedsubstantialtimeandmanpower,theprospectofASA’smergerwiththeCommunicationsandMultimediaContentForumofMalaysia(CMCF),whichperformsimilarfunctionsastheASA,wasagainraised.Inthemeantime,thecounseloftheMinistryofDomesticTradeandConsumerAffairsandtheAssociationofAccreditedAdvertisingAgentsMalaysia(4As)wasactivelysoughttofindaclosure.
TheASAacceptedaninvitationfromtheMBPJtoattendameetinginmid-MaytodiscussJotunPaint’srejectiononprovidingjustificationsfortheirclaimandnon-complianceoftheASA’sdirective.InJuly,duetotheASA’sstrongstanceonthisissue,JotunPaintfinallyadheredtotheruling.
TheASAcontinuedtodeliversoundverdictsonahandfulofothersubjectsofcompliance,whichincludedKotexandtheirclaimsoverKotexUltrathinPadsaswellasontheCelcomBroadbandAccessquestion.Inthelattercase,Celcomagreedtocompensatethecomplainantfollowingtheirfailuretosubstantiatetheirclaim,whichdemonstratedtheASAprogressinginaproactivemanner.
WhiletheASA’sstandingandinfluencehavenotdiminishedovertheyearsanditcontinuestoarbitrateoverindustrymattersofhighimportance,thequestionofwhethertheASAshouldbebestowedwiththerelevantpowersmustbeurgentlyaddressedforittooperatemoreeffectively.
mAde-in-mAlAysiA (mim):
Thedebateovertheedictthattelevisioncommercialsmustcontain70%localcontentresurfaced.ItwasrecommendedtotheCouncilthat,giventhattheimplementationofthisrulingisimpracticable,asmostscriptscannotbelocallyproduced,theMinistryofEnergy,WaterandCommunicationswereimploredtoreviewit.InMarch,thedraftthatwashandeddownfromtheMinistrywasrejectedandallconcernedagreedthattheCMCFberesponsibleforproducinganotherversionofit.
Asub-committeemeetingwasheldtodiscussthedetailsofthisdraftbutbeforetheMinistrycouldbereengaged,itwaslearntinJulythattheMinistryofInformation,CommunicationsandCulture-underwhichtheMade-in-Malaysiamatterwillnowfall–werekeenonreintroducingtheiniquitousguidelinesfortelevisionadvertisementsbroadcastinMalaysia.
TheimpositionofMIMwouldaffectadvertisingbymulti-nationalentitiesandtheMAAwouldseekadialoguewiththeMinisterofInformation,CommunicationsandCulturebeforeadoptinganofficialstandonthereintroductionoftheruling.TheconsensusachievedduringdiscussionsonthisissueinAugustwasthattheMAAwouldappealforflexibilityincomplianceifthisrulewereapplied.
PRofessionAl stAndARds of PRACtiCe foR tv AdveRtising PRoduCtion:
InFebruary2009,allpartiesachievedanagreementonRecommended Guidelines - Industry’s Best PracticeandamediareleasewascirculatedinMarch.Followingthisdevelopment,aworkshopontheguidelinesfortelevisionproductionwasconductedbyMr.PaulLoosleyinMarchandwaswellreceived.Fiftyfour(54)participantshadattendedthethreeworkshopsessionsand,inaccordancewithouraccordwiththeMalaysianAssociationofAdvertisingFilmmakers(PPFIMorPersatuanPenerbit-PenerbitFilemIklanMalaysia),theMAAsubsidisedtheparticipationofourmembersinthesetrainingsittings.
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sCoPe:
• Therecruitmentofnewmembers
• organisingfundraisingeventsandinitiatives
• liaisonswithindustryandGovernmentbodies
• Themaintenanceanddevelopmentofthewebsite
• Securingpublicityfortheassociationandactivities
Committee RePoRt:
industRy RelAtions Committee
membeRs:
• Council Members
membeRshiP:
ThesingleexcruciatingdilemmathattheCouncilfacedwasdeterminingthecourseofactionagainstmemberswhorepeatedlyfailedtoremittheirmembershipsubscriptions.TheterminationofmembershipforthosewhohavenotpaidtheirfeesforthreeconsecutiveyearswasmootedinMarchbutwassetasideastheCouncilwasoftheviewthatthisnotanidealsolution.
TheCouncilmulledoverapackageofratesformembersandagreedthattheeconomicalsituationcalledforamoregenteelapproach.Alettertomembersthatoutlinedourappreciationfortheirsupport,listedupcomingeventsfortheyearundertheMAAbannerandaremindertosettletheirdueswasproposed.InspiteoftheCouncil’seffortstocajolememberstoclearuptheiroutstandinglevies,itwasregrettablethattheresponsewasdecidedlylukewarm.
InJanuary2010,theCouncilwasleftwiththedrasticchoiceofwithdrawingthemembershipofOrdinaryMembersCocaColaFarEast,PetronasDagangan,DRB-HicomandQuakerProducts(M)SdnBhdaswellasAssociateMembersAerohawkAirSdnBhd,Fifty-NineCorporation(M)SdnBhd,MediaMappersandStrassMedia.
Thiswasnotadecisionthatwasreachedlightly.Asaresultofthismove,theMAAhadtoabsorbthecostofunpaidmembershipsubscriptionsbetween2006and2008.This,however,wasaknockthatwehadtoendureinordertoactinajustmannertoothermembers.TheCouncilhadresolvedtostrengthenourmembershipandthisstepwasaimedatprotectingtheinterestsofourloyalmembersandassuringthemthattheirsupportisvaluedatalltimes.
Joint AssoCiAtion CooPeRAtion:
InMay,theCounciltabledaproposalfromtheAssociationofAccreditedAdvertisingAgentsMalaysia(4As)totheMediaSpecialistsAssociation(MSA)forthedevelopmentofacommonindustrytemplatefor“booked”mediaschedulessothatcreativeagenciescouldaccuratelydeterminetheirrevenueentitlement.
Adominantthoughtonthisissuewasthatinformation-especiallyongrossmediacostbyadvertisers-wasprivateandconfidentialinnatureand,assuch,itwillnotbeappropriatetodiscloseittocreativeagencies.TheCouncilagreedanddecidedthattheirresponsewouldbeconsistentwiththatoftheMSA,whichwastomaintainthecurrentwayofdeliveringmediaschedulesandmediaplans.
Apendingmatterthatwasinitiatedbythe4Asconcernedthehikeinstampduty,whichwasamendedasofJanuary1,2009tosubjectallservicecontractstoanadvaloremdutyequalto0.5%ofthecontractsums.TheCouncilagreedwiththe4As’proposaltoemployPricewaterhouseCoopers(PwC)tobetheprofessionalconsultanttoseekaclarificationonthematter.ItwasunderstoodinDecemberthatacopyofthedraftonanappealfortheexemptionofstampdutytotheInlandRevenuewouldbecompletedbyApril2010.
ministRy of domestiC tRAde, CooPeRAtives And ConsumeRism (mdtCC):
TheMinistryofDomesticTrade,CooperativesandConsumerism(MDTCC)wereplanningtoholdanannualdialoguesessionbetweentheMinistryandtheprivatesectorin2010.TheMinistryinvitedtheMAAtosubmitamemorandumonanyissuesandtoproviderecommendationsbytheendofJanuary2010totheMinistrybeforethesessiontookplaceinearly2010.TheCounciltaskedTuanHajiDrHarithKassimandMrClaudianNavinStanislaustoassistonthematter.
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Committee RePoRt:
effie AWARds 2009
membeRs:
• Ms Margaret Au Yong;• Ms Tay Ai Leen; and• Mr V Kanesan
MalaysiaEffieAwardsisgraduallygrowingintoanimportantindustry-levelawardandhasearnedtherespectofadvertisersandagenciesalike.Sinceitsintroductionin2008,MalaysiaEffieAwardshasadoptedaholisticapproachthatincludesnotjustaglitteringgalanightbutalsoeffortstoeducateandempowermembersandparticipantsonsuccessfulmarketingcommunicationsandeffectivecampaigns.
MalaysiaEffieAwards2009includedfourmajorevents:theEffieEffectivenessTalkSeries,CallForEntry,EffieJudgingandEffieAwardNight.Ameetingwasheld,ontherequestoftheMalaysiaExternalTradeDevelopmentCorporation(MATRADE)inFebruarytoseekwaystohavegreatercollaborationbetweenthetwoorganizations.TheEffieEffectivenessTalkSeriesreceivedgoodsupportfromtheindustryintermsofattendanceandpublicityaswellascoverageintheprintmediaandonradiostations.ThoughticketpricewasintentionallykepttoanaffordableRM120perperson,agoodprofitwasgeneratedfromtheTalkSeries.
EffieCallForEntrywasannouncedinJuneandendedinJuly2009,withthejudgingtakingplaceonAugust19,2009followedbytheAwardNightonOctober14,2009atthePJHilton.WhenthedateforentrysubmissionclosedonJuly24,2009,wehadreceived71entries,whichrepresentedamarginalincreaseonnumberforthefirsteverEffieAwardsMalaysia2008.
ThemosthearteningaspectofthisresponseisthatEffiecontinuestoenjoythesupportoftheindustrydespitelastyear’schallengingeconomicconditions,whichadverselyimpactedthelevelofadvertisingactivitiesandnotwithstandingtheshorterqualificationperiodfor2009(12monthsasopposedto2008’s18months).OurpanelofprominentjudgesandmoderatorsalsoaddedtotheprestigeoftheEffieAwards.
TheCouncilwasbriefedthatsaleoftablesforthegaladinnerandpresentationnightcommencedafterthejudgingwascompletedinAugust.AstheresultswerebeingtabulatedbyMessrs.Ernst&Young,theEffieProjectCoordinatorwasaskedtoanalysetheentriestodeterminehowmanymembersofMAAparticipatedintheEffieAwards2009whiletheOrganisingChairmanwasaskedtowritetoinvitetheparticipatingnon-memberstotakeupmembershipwithMAA.
TheeventinOctoberwasanotherupwardnotchfortheindustryandpreparationsforMalaysiaEffieAwards2010commencedinearnest.Ourmainobjectivefor2010istoraisethestandardsandqualityoftheentries.Towardthisend,theCouncilwasinformedthatplansareunderwaytoorganizeanEffieRoundTableonEffectiveAdvertisingandtheEnglishpresswillbeinvitedtocoverthediscussionpointsin-depth.Thisyear,thecallforentrywouldalsobescheduledearlierandisexpectedtotakeplaceinlateAprilwhiletheactualsubmissionforentrieswouldbebetweenJunetoearlyJuly.ThejudgingsessionwilltakeplaceinAugustandtheEffieAwardNightisslatedtotakeplaceinOctober2010.
EffieMalaysiawasselectedbyEffieWorldwide,NewYorktoconductoneofthefourGlobalEffieJudgingsessionsthatwasheldinSingaporeinFeb2010.
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Committee RePoRt:
AdAsiA 2009
TheMAAwerehonouredwhentheAsianFederationofAdvertisingAssociations(AFAA)settleduponKualaLumpurasthehostofthe26theditionofAdAsia2009–Asia’slargestmarketing,mediaandcommunicationscongress–andwereunwaveringinourresolvetoorganisealaudableeventunderverydemandingcircumstances.
TheCouncilunderstoodthechallengesthatlayaheadinthemanagementofsuchaneventandwerepreparedtomeettheexpectationsoftheAsianmarketing,mediaandcommunicationsindustriesfortheoccasioninOctober2010.ThetimeforgroundworkwasnotinfavouroftheOrganisingCommittee–Lahorehadtakenuptwoyearsofit–whentheAFAAannouncedKualaLumpurastheAdAsia2009destinationinJuly2008.
TherecessionthatbeleagueredworldmarketsdidnothelpourcostandthiswasthemostcomplexhurdlethattheMAAhadtofaceinordertorealiseourgoalsforAdAsia2009,whichcarriedtheapttheme‘AsiaRedefiningtheFuture’thatlookedatthecurrentsituationbyadvocatingchangesforlong-termstability.Onthefirstday,theconferencefocusedonTheAgeofResponsibility,highlightinghowAsianbrandsneedtobehave,perform,andinnovatetosecureashareoftheglobalmarket.Thetopicforthesecondday,ThrivinginUncertainTimes,dealtwithdefininggroundrulesonestablishingpathstosuccess.
Assistancehadtobeenlistedfrompeerorganisationsandindustryfigureheadsinthedomesticindustryandweweresatisfiedthattheydidnotdisappointusinourhourofneed.InMarch,theCouncilwaspersuadedtooutsourcetheoperationsoftheeventtoathirdpartyandmanyorganisationalalternativeswereexploredonkeepingthebudgetatitslimitwhilenotcompromisingonthequalityoftheevent.Inthesamemonth,theAFAAwerebriefedinPattaya(Thailand)onthelatestdevelopmentontheAdAsia2009.
AdiscussionfollowedafterthepresentationandbothAFAAandMAAconcurredthattheissueofpostponementmustnotarise,astheWorldAdvertisingCongresswillbeheldin2010aswell.Asacompromise,AdAsiawouldnowbeatwo-dayeventthatwouldtakeplacebetweenOctober22and24,2009.TheOrganisingCommitteewarmlywelcomedthisdecreaseinthenumberofdaysasithelpedreducethecostoforganisingtheevent.
InMay,Ms.PatWahidfromBrad&BuchananwasappointedastheProjectDirectorforAdAsia2009andtheinternationalroadshowwasrolledoutinIndonesia,Singapore,Philippines,IndiaandTaiwan-AFAAmembercountriesthatcalledforsupporttopromoteAdAsia-bymid-2009.TheinitialfeedbackfromtheroadshowswasgoodandtheCouncilwasinformedthatonlySingaporeofferedunenthusiasticresponse.Approximately100delegatesfromIndonesia,PhilippinesandIndiawereestimatedtoattend.
Achangeinformatforspeakers,programmesandpresentationsplusareductioninthedelegatefeeswasalsocontemplated.ThehostingofdinnersduringAdAsia2009wasalsoconfirmed,withDentsusponsoringthedinnerfortheopeningday,membercountryIndiapickingupthetabfortheclosingdaydinnerandtheMAAhostingthewelcomedinner.ASTROagreedtohostonelunchduringtheevent.
TheAdasiaProjectTeamhadreceivednumerousenquiressincetheKLIndustryBriefingheldinlateJuly.Theofferofthe10%discountandtheabilitytoclaimtheparticipatingfeesfromtheHumanResourcesDevelopmentFund(HRDF)werethesellingpointsatthebriefingandwereceivedmoreencouragingnewswhentheAssociationofAccreditedAdvertisingAgents(4As)ofMalaysiadecidedtoincludeparticipationinAdAsia2009initsBoomerangProgram.
InreactiontothedemiseofMs.YasminAhmad,theadvertisementsonAdasia2009thatwerepenciledintoappearinJulywerewithdrawn.ThelateYasminwastobeoneofthespeakersfortheeventanditwasagreedthatwewouldmountapresentationofhercontributionontheroleofeffectiveadvertisinginbrandbuildingtoenableentitiestothriveinuncertaintimes.Thepresentation,whichalsodoubledupastribute,highlightedYasmin’sauthenticcreativetalents.
Asameasuretoincreaseregistration–whichhasnotbeenproducingthefiguresthatwehadhopedfor-thefeeforforeigndelegateswasreducedfromUS$1,000toUS$750inJuly.TheCouncilexpresseditsdisappointmentthatevenwithKualaLumpurbeingoneofthecheapestvenuesforAdAsia,wewerenotobtainingtheprojectedminimum40%foreignparticipationfortheeventaftergatheringonly25%inJulyduetothesevereeconomicsituationoverseas.
AboutaweekbeforetheAdAsia2009,wefurtherslashedtheregistrationfeeforMalaysiandelegatesby30%toRM1,800–aprivilegethatwaspreviouslymadeavailabletomembersofindustryassociationsliketheMAA,4AsandMediaSpecialistsAssociation(MSA)-toattractasmanylocaldelegatesaspossible.ThediscountalsoincludedRM750per-dayfromtheHRDFandwasanotherattractiveincentiveforMalaysianstonotmisssuchaprestigiousglobalevent.
Inanefforttofurtherboostparticipantregistration,theCouncilproposedtolowerthefeeforstudentstoattendAdAsia2009.FollowingdiscussionsintheCouncil,itwasagreedthatthestudentrateshouldbeRM850.00buttheratewasonlyapplicableiftheregistrationwasmadeviatheircollegeoruniversity.
Delegatesfromalmost25nationsmadeittoAdAsia2009inOctober:SouthKorea,India,Pakistan,Singapore,Taipei,Philippines,Japan,Indonesia,Thailand,SriLanka,UnitedArabEmirates,Bangladesh,HongKong,Nepal,Vietnam,Australia,Germany,USA,UK,Mauritius,Poland,KazakhstanandhostcountryMalaysia.
TheMAArecordedtheirdebttoDentsu(PremierSponsor)andHakuhodo(GoldSponsor)Malaysiansponsors:TourismMalaysia(GoldSponsor),Celcom(SilverSponsor),MediaPrimaBhd,the4As,andnumerousothercompaniesandindividualswhorespondedtothecallofduty.TheCouncilalsoplacedtheirgratitudetotheOrganisingCommittee,AdAsia2009ProjectTeamandmembers,whoseperseveranceanddedicationallowedthemtorisetotheoccasion.
InJanuary2010,theCouncilwasinformedthattheAdAsia2009ProjectTeamhadhandedoveroutstandingworkpertainingtotheeventtotheSecretariesinNovember2009.TheSecretariesweretofollowuponthependingmattersthatmainlyconcernedtheaccounts.
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the kuAlA lumPuR deClARAtion:
ThemostessentialoutcomeofAdAsia2009wastheKualaLumpurDeclaration.Thestatementwasframedtoforgegreatercommitmenttoprofessionalethicswhile,atthesametime,exhortingtoexpandpan-Asianhorizonstoencouragetheresponsibleeconomicgrowthoflocalcommunities.
AdAsia09wassteadfastinoutliningthisagendaintheKualaLumpurDeclaration,whichrecognisesthecontinent’sdiversityofcultures,humanrightsandfundamentalfreedomsintheupholdingofsocialresponsibility,sustainability,accountabilityandmoralcodewithintheadvertisingindustry.
TheemphasisoftheAsianadvertisingfraternity’sbiennialmeetingwasonforgingadocumentthatsetsouttopursuehigherstandardsingoodpracticeinadvertising.ThemeetingalsodeterminedthattheKualaLumpurDeclarationwouldbethecenterpieceofintra-Asianpartnershipandcollaborationinachievingthesevalues.
ItwasbroadlyagreedatAdAsia09thattheimplementationoftheKualaLumpurDeclarationwould:
• reaffirmtheimportanceofethics,culturalvaluesandadvertisingstandardsasthemainstayofnational,regionalandinternationalinitiativesforthepromotionofbrandsinAsia.
• CommittheadvertisingcommunitiesinAsiatoovercomingbarriersthatpreventtheattainmentofhighadvertisingstandards.
• CommittheadvertisingcommunitiesinAsiatoaddressthevulnerabilitiesfacedbychildrenexposedtoadvertisingandprovidingeducationtothesechildrenandtheirfamilies.
• emphasisetheneedtostrengthenlinksbetweenadvertisingandothercommunicationvehicles,nationaldevelopmentplansandstrategies.
• reaffirmthecommitmentoftheadvertisingcommunitiestoGATTanditsimplementationinamannerthatsupportstherightsofAsiannationstoprotecttheirindigenousreligions,customsandcultures.
TheimplementationoftheKualaLumpurDeclarationwouldalsoinvolveprogrammesandplansthataimatimprovingtheskillsetsateverystratumintheadvertisingarena.Towardthis,thedeclarationseeksinvestmentinandeffortstofundtheresearchanddevelopmentthatpromoteAsianvaluesinadvertising.
Themeetingalsostressedtheimportanceofencouragingadvertisingcompaniesandagenciestodeveloppartnershipsthatwillproducehigherstandardsinadvertising.Concertedbilateral,regionalandinternationalendeavoursarealsorequiredtofurtherknowledgeandunderstandingofgoodpracticesinadvertisingandthistooiscontainedintheKualaLumpurDeclaration.
ItisthehopeofallpartiesthatmadeAdAsia09asuccessthattheagreementheraldsafreshchapteroninter-Asianrelationshipsastheadvertisingcommunityembarksonamissiontoincorporateadeepersenseofsocialresponsibilityintotheireverydaylife.
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globAl mediA tRends 2009:
tRends in globAl digitAl mediA
tWitteR et. Al.
In2009,ifitwasn’thappeninginrealtime,itwasn’thappeningatall.WhilstTwitterhasbeenaroundacoupleofyears,2009sawmassadoptionofthemicro-bloggingservicebyeveryonefromnewschannelstocelebrities,self-helpgurusandyourmum.
ComScore’smostrecentstatisticsindicatethatgrowthisup949%to80millionusers,withthreequartersofthatuserbaseoutsidetheUS.Twitter’sfoundersallegedlyturneddownoffersfromGoogleandFacebook,thelatterofwhichseemssufficientlythreatenedbyTwitter’spopularitythatitsowninterfacehasbeenredesignedtoincorporatemore‘livenews’fromfriendsandfamily.
UptakeofrealtimesocialmediaservicesonmobilehasalsobeenlargelydrivenbyFacebookandTwitter,withusageup3500%inthefirstsixmonthsof2009.Fascinatingly,theuseofpageviewsvialinksharingservicesliketiny.ccandbit.lyisup1068%,indicatingthatusersarenotonlycommunicatingactivities,they’resharingcontent.DespiteawidelyheldconvictionbycornerofficedwellersatthemainstreammediathatTwitterisdominatedbyacabaloflunaticscompulsivelycommunicatingthecomponentsoftheirlunch,theservicehasprovenitselfcapableoffarmore.
Noristhisrealtimemovementconfinedtosocialnetworks.Google’sWaveserviceoffersaplatformforrealtimecollaboration,andlaunchedinOctober2009tomasshysteriafollowedbyalmostcompleteconfusion.OurfavouritefusionofoldandnewmediacameinJanuarythisyear,whenCNN.comteamedupwithFacebooktostreamfootageofBarackObama’sinaugurationwithintheFacebookinterface,meaningthatpeoplecouldwatch,andcomment,withtheirfriendsorwiththeworld,inrealtime.ThecollaborationprovedsosuccessfulthatitwasrepeatedinJulyforthefuneralofMichaelJackson.
Realtimemediaisnotwithoutitsflaws.ManywouldarguethattheincreasedrelianceofmainstreamreportageonserviceslikeTwitterresultsinadumbingdownofnewsdeliveryandanoverestimationoftheopinionofJoeAveragecomparedtorecognisedexpertise.TheimpactofTwitter’scommunityonpoliticscanalsobeoverstated.
140charactersoftextcostsnothingtoproduceandcanresultinahollowactivism.Theadditionofmanyvoicestoamovementdoesnotforcepolicychange,orprovidehumanitarianaid.However,fromasociologicalpointofview,Twitteranditscommunitycandosomemarvelousthings.
ReAl time AdveRtising
Naturally,thereal-timephenomenonalsocaughttheattentionofadvertisers,andpromptedinnovationinbusiness,customerservice,marketing,orallthree.
best buy / tWelPfoRCe
TheUS-basedconsumerelectronicsretailertookitsreputationforin-storeservicetothenextlevelwiththelaunchofTwelpforce–anarmyof2100BestBuyemployeesauthorisedtoanswerconsumerquestionsviaTwitter.Queriesaresubmittedusingthe#twelpforcehashtag.Thetooltook13,000queriesinthefirsttwomonths,andatatimewhenconsumerspendingintheUSisdownby1.9%,thecompanymadeanetprofitof$158min3Q09onrevenuesof$11billion(upfrom$9.8billionyear-on-year).
ikeA / fACebook shoWRoom
TaskedwithgeneratingbuzzaroundthelaunchofanewIKEAstoreinMalmö,Sweden,localagencyForsman&BodenforscreatedaFacebookprofileforthenewstore’smanager,GordonGustavsson,whouploaded12differentpicturesofshowroomsfromthestoreoveratwoweekperiod.FacebookmemberswhohadrequestedGordonasafriendcouldthentagthemselvestoaspecificitemineachphotoandindoingso,winthatparticularIKEAproduct.AswithanyphotoonFacebook,assoonassomeonetaggedthemselves,newsofthisactionalsoappearedontheirnewsfeed,growingthecampaignacrossthousandsofdifferentprofilepagesasitwassharedbetweenfriends.
lufthAnsA / myskystAtus
UserswhosignuptoLufthansa’sMySkyStatuswillfindtheirFacebookandTwitterprofilesautomaticallyupdatedwiththeiraltitude,location,departureandarrivalinformation.Lufthansaisbrandingtheserviceas‘travelmadesocial’,butanycustomerswhodon’twanttosharetheiritinerarieswiththeworldarefreetokeeptheinformationprivate.There’sacomprehensivelistofcarriers,andLufthansahaslinkedtoGoogleMapssouserscanseetheroutestakenbytheflightsbeforeyouboard.
CAdbuRy’s nibbles / online PoP-uP shoP
InOctober2009,CadburyteamedupwithBritishdesignerGilesDeacontocreatealimitededitionscarfforthelaunchofanewproduct,CaramelNibbles.Apop-upstorewaslocatedjustoffCarnabyStreet,London,buttoclaimtheirscarf,peoplehadtolocatethepop-upshoponline.Itappearedasawidgetacrossdifferentfashion-focusedsitessuchasASOSandhandbag.comandonfashionblogs,closingandopeningperiodicallyasthousandsoffashionistaschaseditroundthenet.Thebrandicon,acurvaceousbunny,usedFacebooktoannouncewhenandwherethestorewouldbereopening.Whenuserssuccessfullylinkedtoit,theycouldtaketheirplaceinavirtualqueue,waittobeservedbyanassistantandclaimtheirscarf.ThissmartintegrationbetweenonlineandofflinesawcommentsappearingontheFacebookpageattherateofoneevery2.5secondsforthetwodaysofthepromotion,andthestoregarneredanequivalentfootfallinexcessof4mpeoplewithover£1.5mearnedthroughsocialmedia.
PlAygRound stoRes / sleePless /
SwedishoutdoorandadventuresportsretailerPlaygroundStoreswasseekingtopromotethepositivehealtheffectsofleadinganactivelifestyle.Stockholm-basedagencyÅkestam.Holstchosefourindividualsandchallengedthemtobreaktherecordforstayingawakethelongestbywalking–kittedoutinPlaygroundStoresproductsastheydidso.Usersfamiliarisedthemselveswitheachcandidateviaprofileshostedonthewebsite,beforechoosingwhotheythoughtwouldlastlongest.ThewalkerswerethentrackedwithaniPhoneusingthenewBambuserlivevideostreamingservice.Ifitlookedliketheywerefallingasleep,userscontactedthemwithanSMSorwithatweettotheirTwitteraccounts.Anyonepurchasingproductsintheonlineshop‘through’theirchosenwalkerreceivedafullrefundiftheywentontowin.Footfallincreased11timesasaresultofthecampaign,with70%newvisitors.Sitetrafficincreasedeight-fold,andconversionratetoonlinepurchasewas10%.
* Thisisanexclusiveextractfrom theWorldFederationofAdvertisers 2009AnnualReport.
18 19
globAl outlook:
global advertising spend& economic outlook, 2008—2010
looking foRWARd to the Rebound
Atthetimeofwriting,forecasterspredictareturntogrowthfortheglobaladvertisingeconomyin2010(seefig.1).Ifglobaladvertisingachievesthemodest2%upturnprojectedinWarc’sconsensusof2010industryandanalysts’forecasts,thiswouldproveamoreimmediatereboundthanoccurredafterthedownturnof2001-02.
The2009advertisingslumpwasnotableforthedistinctchallengesandopportunitiesitcreatedforadvertisersindifferentmarkets.NorthAmericaandEuropeanadvertisingmarketswerehardesthit,whileAsiaPacificandtheMiddleEasthavecontinuedtogrowstrongly.Thistrendreflectsalongtermshiftintheglobalbalanceofadvertisingexpenditure.
Liketherecession,therecoveryislikelytohaveadifferentimpactregionbyregionandacrossdifferentmedia.
Warchascollatedactualadvertisingexpenditurein2008formorethan60marketsandproducedavarietyofforecastsfor2009-10.
UsingacombinationofactualandestimatedadvertisingexpenditurefiguresandGDPgrowthforecastsfromtheInternationalMonetaryFund,wesetoutbelowsomeoftheunderlyingtrendswhichshapedthedownturnacrossallmainadvertisingmarkets.Theyarelikelytodeterminethetimingandcharacterofanyrebound.
the eConomiC bACkgRound
Attheendofatoughyearforeconomiesworldwide,theInternationalMonetaryFundestimatedthattheglobaleconomicgrowthratewouldbejustover1%in2009.For2010itforecastsglobaleconomicgrowthof3.1%.
Themorematureglobaleconomiesfellintoadeeprecessionattheendof2008.Mostarenowontheroadtorecovery.Some,includingtheUKandSpain,arelikelytoseeeconomicoutputshrinkbynearly3.5%in2009,withonlymodestgrowthof1.3%expectedfor2010.
Emergingmarketshavefaredbetteronthewhole.Theseeconomiesareexpectedtonotchupanaverageof1.7%growthin2009,acceleratingto5.1%in2010.InChinaandIndia,economicgrowthremainedstrongerin2009at8.5%and5.4%respectively.
Incontrast,BrazilandRussia,havefelttheburdenoftheglobaldownturnmoreacutely,withGDPdeclinesin2009.In2010,Brazil(+3.5%)shouldexperienceaneconomicrecoveryinlinewiththeglobaleconomicgrowthrate,Russia’sgrowthrate,at1.5%,however,willbeslower.
AdveRtising feels the Chill
Intermsofitsadvertisingimpact,thepronouncedglobaleconomicslowdown–theworstsinceWorldWarII–dealtaheavyblowtoallkeysectors,includingautomotive,financialservicesandretail.Thefirsthalfof2009sawparticularlysteepcutsinadvertisingspend.
Largeradvertisershave,however,beenabletoreducetheiroverallspendandtakeadvantageoflowermediapricestomaintainadvertisingpresenceandvisibility.Smalleradvertisers,moreoftenthannot,havehadtocutspendingaltogether.
RegionAl AnAlysis
northAmerica
TheUSeconomyemergedfromrecessioninQ32009,growing0.7%onthepreviousquarter.Overall,theUSisexpectedtoseeoutputshrink2.7%in2009comparedwith2008.In2010,USgrowthshouldbe1.5%.ConfidenceamongUSconsumersslumpedtowardstheendof2008andinto2009,butimprovedfromthemiddleoftheyeartolevelsnotseensincethesecondhalfof2007.
Canada’seconomydidnotescaperecessionassomecommentatorsexpected.Reliantonenergyexports,Canadasufferedfromreducedglobaldemand.LiketheUS,itembarkedontheroadtorecoveryinQ3,withgrowthof0.4%(q/q).Forthe12monthstoSeptemberthedeclinewas–3.2%.AnnualgrowthinCanadashouldresumearoundmid-2010tocreatea2.1%increaseinrealGDPbytheendoftheyear.
Withnobigeventstoboostadvertisingin2009,theUSsawasubstantialdeclineinadvertisingexpenditure.Warc’sforecast,producedinDecember2009,predicteda13.5%dropinUSadvertisingacrossmainmedia.Weforecastareturntoameagre1%growthinUSadvertisingspendin2010.
Canada’sadindustryhasfaredbetteroverthelastyear–Warc’sDecember2009forecastprojectedan8%fallin2009,withadvertisingsettogrowinlinewithGDPin2010.
Themediummost-affectedbythedownturninNorthAmericahasbeenpress,particularlyUSnewspapers,onwhichadexpenditureisexpectedtohavefallen25%year-on-yearin2009,withthemediumlosing3ppofshareoftotalUSadspend.Themajorityofthissharewillbeabsorbedbytheinternet-likelytobetheonlyUSmediumtoseepositivegrowthin2009(ariseof4.9%).Growthininternetadspendwillimprovein2010to10.9%andthengraduallydeclineasunsoldadinventoryisusedup.
TelevisionremainsthebiggestmediuminboththeUSandCanada.AlthoughTVspendingwasdownnearly10%and6.5%respectivelyin2009,themediumgainedshareinbothcountries,asothermediafelloutoffavourwithadvertisers.PartoftheappealofTVinCanadacanbeattributedtothenewPortablePeopleMeterssystemofaudiencemeasurement.
IntheUS,magazines,radioandoutdoorwereallondouble-digitdeclinesgoingintoQ42009,andlossesof20%,19%and15%respectivelyareestimatedfortheyearasawhole.Perceivedasacheapersourceofentertainmentforfamilies,cinemaaudiencesoftenpickupduringtimesofrecession.Thismayhavehelpedrestricttheyear-on-yeardeclineinUScinemaadvertisingspendduringtherecessiontojust3%in2009.
europe
AdvertisingexpenditureinEuropereachedUS$156.4billionin2008,whichamountedto3.5%growthyear-on-year(or–0.2%whenadjustedforinflation).Theregionmaintaineditsshareofglobaladspendatjustover31%in2008.
ButacrosstheEuropeanUnion,theIMFforecastsanaveragecontractioninGDPof4.2%for2009,andjust0.5%growthfor2010.
Theoutputdeclineacrosstheregionwasdrivenbyacombinationoffallingdomesticdemand–especiallyinvestment–andshrinkingtrade.ThedownturninexternaltradehitGermanyhard,whiletheFrencheconomy,whichislessexport-drivenandmorereliantonthepublicsector,waslessaffected.
Ireland,SpainandtheUKwerehitbysharpfallsintheirhousingmarkets.ThelattertworemainedinrecessioninQ3,whileIrelandpostedoutputonaparwithQ2.
FiG3:Middleeastadspendsawremarkablegrowthin2008
Source: www.warc.com/dataNote: Constant 2005 prices.
adspend growth 2008, by region
-15
-10
-5
5
10
15
20
25
y/y
% c
ha
nge
World
North America
Europe
Asia/Pacific
Latin America
Africa
Middle East
0.2
12.7
14.0
19.4
-9.0
-4.6
-0.2
www.warc.com/dataConstant 2005 prices. Dotted line and hashed bars represent forecast periods.
total global adspend, 1999–2008
-15
-10
-5
0
5
10
15
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
400,000
450,000
500,000
y/y % change
y/y
% c
ha
nge
us$
mil
lio
ns
19992000
20012002
20032004
20052006
20072008
20092010
Global Adspend, us$ millions
Source:Note:
FiG1:Adgrowthforecastafterheavyglobaldownturn
www.warc.com/dataSource:
0%
20%
40%
60%
80%
100%
19992008
Middle EastAfricaLatin AmericaAsia/PacificEuropeNorth America
49.3
29.5
15.7
0.8
0.6
1.3
0.9
share of global advertising expenditure by region
4.1
34.8
32.0
25.2
5.9
FiG2:northAmericaloses15%ofglobaladspendsharein10years
20 21
AverageeconomicoutputacrossCentralandEasternEuropeisbelievedtohavefallenby5%in2009mainlyduetoadropincapitalinflows.RecoverywilldependontheemergingEuropeanmarketsadaptingquicklytotighterexternalfinancingconstraints.TheonlycountryintheregiontobuckthistrendwasPoland,whichpostedgrowthineveryquarterof2009.
Ofthe19EuropeanadvertisingmarketsthatWarcforecasts,12areduetopostspenddeclinesinexcessof10%whentheactualfullyear2009adspenddatahasbeencollated.Morethanhalfthemarketsarepredictedtohaveexperiencedfallsofmorethan15%inadspendduring2009.Byfartheworsthit,theSpanishadmarketwillbedownbyabout23%in2009.
TheinternethasmadehugeinroadsintheEuropeadvertisingmarket,andthemediumisparticularlydevelopedintheUKandDenmark,whereitboasts28%and30%sharesrespectivelyoftotalnationaladvertisingbudgets.
Acrosstheregionasawhole,theinternetaccountedforanestimated17%ofadvertisingexpenditurein2009.Thehugegrowthratesininternetadvertisingseenpre-recessionareunlikelytoreturnformostEuropeanmarkets.
Indeed,2009willhaveseenacompletereversalofthistrend,withseveralEuropeanmarketsreducingspendontheinternet.Overall,internetadspendisforecasttohavegrownby3.8%acrosstheregionin2009.
Asia-pacific
Slowlybutsurely,AsiaPacific’sshareofglobaladvertisingexpenditureisrising.In2008theadmarketgrewnearly17%(12.7%inrealterms)toaccountfornearlyaquarteroftheglobaltotal.Astheregion’sshareofthetotaladvertisingpierose,thatofNorthAmericafell.
However,theexport-ledeconomiesoftheAsia-Pacificregionsufferedalongwiththerestoftheworldin2009.GDPinJapan,theregion’sbiggesteconomy,wasforecasttohaveshrunkin2009alongwiththeeconomiesofTaiwan,KoreaandSingapore.
Asia-Pacificwillstillhaveachievedhighereconomicgrowththananyotherregionin2009.BothChinaandIndiaareoncourseforsolidyear-on-yearincreasesineconomicactivityin2009,whiletheASEAN-5(Indonesia,Malaysia,Philippines,ThailandandVietnam)andAustraliaarepredictedtopostmoremodestgrowthofupto1%.
China’seconomywasrankedthirdworldwidein2008,behindtheUSandJapan.Witheconomicgrowthof8.5%expectedin2009,andaftertheturbulentyearthathashittheadvancedeconomies,itishighlylikelythatChinawillhaveovertakenJapantotakesecondplacewhenallthedataiscollated.
China’sadvertisingmarket–worthUS$45billionin2008andrankedsecondintheworld–hasbeengrowingatafastpaceoverrecentyearsandissetforan8–9%upturnin2009.
India’sadmarketisdestinedtogrowatafasterpacethanthatofChinain2010,aftergrowingatasimilarratein2009.Inboththesemarkets,advertisingwilloutpaceeconomicgrowthforsomeyearstocome.
Japanhasfacedfurtherset-backsinbothitseconomyandadvertisingmarketin2009,afterlossesonbothfrontsin2008.Economicrecoveryisalreadyunderway,andtheeconomyshouldfinish2010upby1.7%.TheimpactofthedownturnonJapaneseadvertisingexpenditurehasbeensignificantanditwilltakelongertorecover–alossof10.5%ispredictedfor2009.
AcrossAsia-Pacific,totaladvertisingexpenditurewillexpandbyanestimated3%in2009andpickupagainin2010,withariseof7–8%,whenmostoftheregion’smediaarelikelytopostdouble-digitincreases.
FiG4:Anotheryearofdeclineforecastforeurope
5.0
-5.0
-10.0
10.0
15.0
-15.0
80
60
40
20
100
120
02000
20012002
20032004
20052006
20072008
20092010
european adspend 1999–2010
Source: www.warc.com/dataNote: Adspend data is at current prices and is representative of
the 19 European countries covered in the source report. This accounts for the larger decline shown here for 2008 than is depicted in fig 3, which covers more European markets.
�$ b
illi
on
s
y/y
% c
ha
nge
y/y % change Adspend, $ billions
latinAmerica
BrazilistheleadingadeconomyinLatinAmerica,helpingtheregiontoexpandtotaladvertisingspendby15%in2008(11%inrealterms).LatinAmerica’sshareofglobaladvertisingin2008was7.7%.
LatinAmericawasaffectedbyweakexportmarketsoverthepastyear.Somemarketswerehitharderthanothers.Whenthefulldataareavailable,theeconomiesoftheregionareexpectedtohaveexperiencedanaveragecontractionof2.7%in2009,withMexicodraggingtheareadownwitha7.3%dropineconomicactivity.
Brazilhasfaredreasonablywell,withjusta0.7%lossanticipated.Mostcountriesshouldregistersolideconomicgrowthaveraging3%in2010.
Generally,advertisingintheregionhasfollowedthecourseofnationaleconomies.TheoverallLatinAmericanadvertisingmarketisexpectedtoshrink,oratleastshowverylittlegrowthin2009,butrecoverquicklytogrowaround10%in2010.Brazil’sadmarketshouldbuckthetrendin2009andgrowaround3%.
Brazil’stelevisionmarketisthefourthlargestintheworld,accountingforover60%ofthecountry’sadexpenditure.
TheLatinAmericanmarketsarealsosomeoftheheaviestusersofsocialnetworksintheworldintermsofpercentageofactiveinternetusers.Brazilrankshighestintermsofreach,with83%ofitsactiveinternetpopulationengaginginthismedium.Asanadvertisingmedium,theinternetissettogrowbyroughly25%intotalinLatinAmericaduring2010–fasterthananyotherregion.
MiddleeastandAfrica
Accountingforjustover2%ofglobaladspendbetweenthemin2008,thesetworegionshavehugegrowthpotential,bothintermsofadvertisingandtheireconomies.IntheMiddleEast,advertisingexpenditurerosenearly24%in2008,whileinAfricaitfell1%(+19%and–5%inrealtermsrespectively).
In2009,thefinancialdownturnhadmajorrepercussionsintheMiddleEast,particularlyintheGulfStates–aregionalhubforfinancialservices.GDPinthisregionisneverthelessexpectedtobeup2%yearonyear,risingtoaprojectedgrowthof4.2%in2010.
Africalostsomeofitsgrowthmomentumin2009.Asthecountrymostintegratedintoglobalfinancialmarkets,SouthAfricawillbetheonlyeconomyintheregiontoshrink–byapredicted–2.2%in2009.Theregion’shighestgrowthwillbeseenintheHornofAfrica,encompassingEthiopiaandtheSudan.
TelevisionisthemediumofchoiceforadvertisersintheMiddleEast–itwillhavetaken50%ofalltheregion’sadspendin2009–andTV’sshareoftotaladvertisingexpenditureisgrowing.Internet,meanwhile,takesjust1%oftheregion’sadspend,butissettogrowatanaveragerateof35%(CAGR)overthenextfiveyears.ThegrowthoftheinternetdependsonpenetrationratesincreasingacrosstheMiddleEastandAfrica.Insomecountriesintheregion,internetpenetrationismorethan50%;inothers,itiscloserto30%.
SouthAfricaexpectslossesthisyearinitsadvertisingmarket–thelatestprojectionbyMagna,themediabuyingnetwork,isforadeclineof4%,withallSouthAfricanmediaexcepttheinternetsuffering.
22 23
AssoCiAte membeRs
oRdinARy membeRs
• AGBnielsenMediaresearch(M)SdnBhd
• AcornMarketing&researchConsultants• AerohawkAirSdnBhd• Astro–MediaSales• Bates(Malaysia)SdnBhd• BBdoMalaysiaSdnBhd• BigTreeoutdoorSdnBhd• CdAdvertisingSdnBhd• CreativeSouls• draftfcbSdnBhd• dynamicSearchSdnBhd• eurorSCGpartnership(M)SdnBhd• eSpnSTArSports• Fifty-nineCorporation(M)SdnBhd• expomalinternationalSdnBhd• GMeAdvertising(M)SdnBhd• GoldenScreenCinemasSdnBhd• hi-QMedia(M)SdnBhd• integratedinformation(M)SdnBhd• lifepublishersBhd• klMultimediaSdnBhd• McCann-erickson(M)SdnBhd• MediaMappersincSdnBhd• MergeMediaholdingsSdnBhd• Mongoosepublishing(M)SdnBhd• nanyangSiangpauSdnBhd• nFoworldGroup(M)SdnBhd• ogilvy&Mather(M)SdnBhd• platinumAdvertisingSdnBhd• posAdSdnBhd• prSproductionsSdnBhd• publicisCommunicationsMalaysiaSdnBhd• reader’sdigestAsiapteltd• researchinternationalAsia(M)SdnBhd• ritzkBnMBAdsSdnBhd• runcitMediaSdnBhd• SabahpublishinghouseSdnBhd• SinChewMediaCorporationBhd• SistemTelevisyenMalaysiaBhd• Starpublications(M)Bhd• StrassMediaSdnBhd• TaylornelsonSofresMalaysiaSdnBhd• ThenewStraitsTimespress(M)Bhd• TheSarawakpressSdnBhd• UnitedBorneopressGroupSdnBhd• UtusanMelayu(M)Bhd• VisionFourMediaGroup• VCpublications(M)SdnBhd• womenpublications(M)SdnBhd• yTlinfoscreenSdnBhd
• AllianceCosmeticsSdnBhd• AlstompowerAsiapacificSdnBhd• Americanexpress(M)SdnBhd• BataMarketingSdnBhd• Babaproducts(M)SdnBhd• BerjayaTSManagementSdnBhd• BousteadpetroleumMarketingSdnBhd• CadburyConfectionary(M)SdnBhd• CarlsbergBreweryMalaysiaBhd• Celcom(M)Bhd• Coca-ColaFareastltd• Colgate-palmoliveMarketingSdnBhd• ContinentalSimeTyreMarketingSdnBhd• CotraenterprisesSdnBhd• kraftMalaysiaSdnBhd• dApATVista(M)SdnBhd• drB-hicomSdnBhd• FFMBhd• GlaxoSmithklineConsumer
healthcareSdnBhd• GoodyearMalaysiaBhd• GoldenArchesrestaurantsSdnBhd• GuinnessAnchorMarketingSdnBhd• hotelnikkokualalumpur• hSBCBankMalaysiaBhd• inforlaxisTechnologySdnBhd• Johnson&JohnsonSdnBhd• JTinternationalTradingSdnBhd• Julie’spromotionSdnBhd• MedaincBhd• leolaris(M)SdnBhd• l’orealMalaysiaSdnBhd• MalaysianAirlineSystemBhd• MalaysianMobileServicesSdnBhd• MarsFoods(M)SdnBhd• MitsubishiMotorsMalaysiaSdnBhd• MnCConsultingSdnBhd• MonaxisSdnBhd• nestleproductsSdnBhd• danonedumex(M)SdnBhd• panasonicMalaysiaSdnBhd• parksonCorporationSdnBhd• pensonicSales&ServiceSdnBhd• permanisSdnBhd• perusahaanotomobilkeduaSdnBhd• petronasdaganganBhd• BpCastrollubricants(M)SdnBhd• procter&Gamble(M)SdnBhd• publicBankBhd• Quakerproducts(M)SdnBhd• QSrBrandsBerhad• reAdAdvertisingSdnBhd• rhBCapitalBhd• resortsworldBhd• royalSelangorinternationalSdnBhd• Saralee(Malaysia)SdnBhd• ScomiGroupBhd• ShhresourcesholdingsBhd• Spicerspaper(Malaysia)SdnBhd• TelekomMalaysiaBhd• TradewindsCorporationBhd• TuneMediaSdnBhd• TuneVenturesSdnBhd• UMwholdingsBhd• Unilever(M)holdingsSdnBhd• Unza(M)SdnBhd• VolkswagenGroupMalaysiaSdnBhd• yeohiapSeng(M)Bhd
malaysia Advertising expenditure Report
MediaAdspendbyQuarter(2008—2010)Media:Terrestrialtv,Newspaper,Magazine,Radio,Cinema,Outdoor,PointofSale,InternetSource:NielsenAdvertisingInformationServices(ais)Currency:rm’000
notes:1. Nielsenmeasuresadvertisingspendingbasedonpublishedratecards.
Outdooradvertisingisbasedonactualbillingsbyfivemediaoperators.2. Nielsenmeasuresadvertisingspendingonterrestrial(free-to-air)
televisiononly.3. Internetadspendisbasedonsubmissionsfromthefollowingwebsites
i.e.msnMalaysia,YahooMalaysia,ForbesMalaysia,Utusansites,SinChewsitesandTheStarsites.
2008
Q1 Q2 Q3 Q4
Terrestrialtv 415,996 531,556 592,784 620,911Newspapers 802,909 841,367 871,215 805,341Magazines 33,522 38,856 38,873 44,865Radio 61,168 73,574 79,649 76,950Cinema 5,221 6,314 7,001 8,861Outdoor 23,887 23,753 22,529 25,724PointOfSale 18,869 19,311 18,031 17,724Internet 6,667 8,299 10,622 7,681
GrAndToTAl 1,368,240 1,543,030 1,640,705 1,608,057
2009
Q1 Q2 Q3 Q4
Terrestrialtv 431,580 569,994 707,363 737,598Newspapers 738,344 820,355 910,623 938,504Magazines 30,289 33,975 34,168 41,112Radio 69,502 85,961 104,054 102,302Cinema 5,064 5,367 6,751 5,313Outdoor 28,602 26,601 28,085 28,962PointOfSale 19,749 21,003 22,790 22,759Internet 7,290 9,429 9,963 13,764
GrAndToTAl 1,330,419 1,572,685 1,823,798 1,890,315
2010
Q1
Terrestrialtv 585,610Newspapers 852,385Magazines 31,843Radio 84,540Cinema 4,379Outdoor 29,441PointOfSale 23,374Internet 9,880
GrAndToTAl 1,621,453
membership
24
1 ToenableMembersthroughtheAssociationtospeakwithonevoiceandactwithonepurposeonadvertisingmatters.
2 Holdingmeetingsforthediscussionofmattersofinteresttomembers.
3 Promotingoropposinglegislativeandothermeasurescapableofaffectingadvertisersasabody.
4 Providinganofficialvoicewherebymemberscancollectivelymakeknowntheirwishestomediaownersandadvertisingagents(eitherasindividualsorassociations)andtherebyseekrecognitionofjustclaims.
5 Tomaintaingoodrelationswithallotherbodiesandorganisationsconnectedwithadvertisingasawholeorforanyparticularpurposeandtocooperatewiththemforthebenefitofadvertising.
6 Prosecutingordefendinganysuits,applicationsandproceedingsbeforeanycourtortribunalwhatsoeverasmaybedeemednecessaryorexpedientintheinterestoftheAssociationoritsmembers.
7 ToraisefundsbymeansofsubscriptionsofMembersandleviesonMembersorotherwiseforallthepurposeandobjectsoftheAssociationinsuchamountsandinsuchmannerasisprovidedforintheRules.
8 Topromote,hold,sponsororassistinthepromoting,holdingorsponsoringofExhibitionsofadvertisingmatterorconnectedwithsuchotherobjectsasmaybeconsideredbytheCounciltobealliedtoorinconformitywithalloranyoftheobjectsoftheAssociation.
9 Advocatingthecompleteandaccuratedisclosureofcirculationfiguresbyproprietorsofallprintedadvertisingmediaandofaudienceorviewersbyproprietorsofradio,film,theatreslideandout-doormedia;andsupportingtheestablishmentofanAuditBureauofCirculationandCirculationsAuditBoard.
10 Promotingtheeliminationoffraudulent,untruthful,misleadingorotherwiseobjectionableadvertising,increasingtherebythepublicconfidenceinadvertisingandinadvertisedgoodsandservices.
11 Advocatingthestandardisationandsimplificationsofadvertisingratecards.
12 Enteringintoanyaffiliationwith,orpromotingorassistinginthepromotionofanyassociation,havingobjectssimilartothoseoftheAssociation,orcalculatedtobenefitgenerallythemembersoftheAssociation.
13 Printingandpublishingnewspapers,magazines,periodicals,newslettersandmemorandaforthespreadingofinformationonanymattersrelatedtotheobjectsofthisAssociation,andforotherlikepurposes.
14 Beingatalltimesofcontinualservice,andsupplyinginformationtomembersonallmattersgermanetoadvertising.
15 InvestingthefundsfortheAssociationinsuchmannerandininvestmentsofsuchkindandnatureastheCouncilmaythinkfit.
16 Actingasarbitratorormediatorinthesettlementofdisputesarisingoutofadvertisingtransactions.
17 Toorganise,promote,sponsorandparticipateineducationalandtrainingprogrammesinadvertisingandrelatedfields,eitheronitsownorjointlywithacademic,vocational,culturalandprofessionalorganisations.
18 GenerallytopromotefurtherandprotectthemutualinterestsofMembersandtodoallsuchotherlawfulthingsasareormaybeincidentalorconducivetotheattainmentoftheaboveobjectsoranyofthem.
Aims and objectives of mAA
tRibute:
yAsmin AhmAd — the eteRnAl optimist
the raw material of the cinema is life itself – satyajit ray.
ThelateYasminAhmadstoodastrideadelicatelinebetweenmakingadvertisementsandstatements.Inadisciplinethatdemandsacorrelationbetweencommunicationsandbottomlinesales,Yasmin’sbreakthroughworksforPetronasdefiedconventionsandinturn,challengedMalaysianstopursuepersonalidealsthatweretiedtoacommonagenda.
Racialdiversitywasverymuchthecoloursthatconqueredhercanvass.ThetelevisioncommercialsthatPetronascommissionedfromLeoBurnett–whereshespentjustoveraquarterofacenturyasacreativedirectortoexecutivecreativedirector–regularlyarousedtheinterestofallMalaysians.Yasmin’sadvertisementsandmoviesdealtwithaspirations,relationships,traditions,feelingsandacceptance.Theydealtwith‘whatitshouldbeliketobeMalaysians’.
Theyalso,asYasmin’sdetractorshabituallydismissed,dealtwithquixoticdreams.Butthiswouldbedistractingfromthefactthatshewasendeavouringwithinamedium–atleastinMalaysia–thatcustomarilydidnotpermitsuchloftyideas.Therewerenottoomanyadvertisementsthatdaredtograspopinionsorlocatethemonahighwireinasingularactofassertivenessandfactual.Yasmin’scommercialsquestionedourveryvaluesandcorrectedourmisconceptionsonthem.
Multiculturalismanditsrelatedtensionsareboundtoobscurethewaywerelatetoeachother:stereotypingwasrampant,aswasdistrust.ThePetronascommercialsthatwereairedduringthemajorfestivalsinMalaysia–asideshowthatgraduallyevolvedintoanintegralpartoftheoccasionsthemselves-andNationalDay,illustratedaninvinciblebutsharedbondbetweenMalaysians.
Theydemonstratedthepowerofadvertisementstocajoleustothinkandtheywereoftenthetemporalbalmtothecorrosiveenvironmentinwhichourcommunityhasbeenplaced.ThereisnodoubtthatYasmin’sground-breakingeffortspositionedlocaladvertisementonanelevatedplatform.Commercialsbecametalkingpoints-theynolongerreliedonthegimmickrythatmadethemclick–andsetanewbenchmarkfortheindustry.
Inaconscientiousmanner,heradvertisementsprovokedviewsonascalethatwaspreviouslyunchartedintheprofession.Inthefivefilmsthatshedirectedbetween2004and2009,Yasmincontinuedtoexploreinterfaithdialogues.HerswasacommitmentthatwasbornoutofhersensitiveobservationsoftheMalaysianlife,whichwerereinterpretedtofitintoherprinciplesandbeliefs.
Aspirations,relationships,traditions,feelingsandacceptance:thesewerealwaysintheheartofYasminAhmad.Letustakethemfurtherinhermemory.
yasminAhmad:January7,1958–July25,2009
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