IAS AR 2004 - Institute of Advertising Singapore

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A S I A P A C I F I C B r o a d c a s t i n g C o n f e r e n c e 2 0 0 4 Raymund Miranda expressing “The Power of Disney” Kraig Kitchin delivered an excellent presentation on “Discovering Stars” ■ COMMUNICATING PASSION WITH A VOICE PRESENTER Create, Communicate and Produce Better Ads on Radio, says ‘Mister Radio’ Tony Hertz. Why is radio relevant when we live in a 100% visual world Because visuals can translate to sounds and advertisers should aim to be different by choosing a unique medium with its own visual vocabulary. Sound vocabulary makes pictures in sound using voices, characters, everyday situations and structured content (depending on soft or hard-sell approaches). Raising standards of radio ads is in the commercial interest of networks reliant on advertising revenue. Tony is in the business himself and speaks from firsthand experience. The Creative and Managing Director of Hertz: Radio and sought-after lecturer on creative radio strategies contends that: ■ Agencies don’t consciously push radio for brands ■ Agencies tend to stick to formulas they know and are not experimental – thus, no breakthrough ■ The media doesn’t do much to help ■ Advertisers either avoid radio altogether or use it tactically, compromising standards People like to complain about how lousy the radio medium is - according to Tony, that’s because those writing radio ads don’t do it very well. “The silent killer of creative radio ideas is the script.” Dare to be different and move away from conformity – there are many ways to SEE radio. Every single visualization you can think of can actually make sounds. Begin with a picture leading to a corresponding sound – a little experimentation could pave the way to a truly great radio commercial! ■ PUSHING FOR TALK RADIO PRESENTER “It’s an infectious medium that’s entertaining and enlightening, one that packs a powerful punch to make people really listen,” says John McConnell, Senior VP of Programming at ABC Radio Networks (USA). Talk Radio overcomes and leaps over great economic divides and language barriers and has become the most influential segment of the broadcast industry. In the US alone there are over 14,000 radio stations, of which 2,000 are Talk Formats. “Many would consider this a negative platform, but it’s really a great controversial activity-related medium. Let’s face it – heavy emotions motivate audiences worldwide – this mike-mouth format has the ability to create an emotional bond with listeners.” In an unusual twist, John thinks that this advertising medium should be directed mostly at women for top effectiveness. He revealed that in the US, women control over 82% of buying decisions. Advertisers and media buyers would be wise to take note, especially when Talk Radio begins to kick off in a big way in Singapore! ■ MISTER DIGI-BROADCASTER The digitalisation and computerisation era has evolved, resulting in faster, cheaper computers, more sophisticated internet broadband networks, hi-tech gizmos and gadgets such as TVs with hard disks, portable media centres, media boxes with extreme video, even rewind radios. “People are seeking immersive experiences and immersive advertising has now become the new revenue stream that still remains relatively untapped,” says Mock Pak Lum, CEO, MediaCorp Techologies, I-Net Singapore. “There has been a subtle paradigm shift of focus from TV to Video Games to Chatting OnLine. With increasing levels of sophistication in broadcast and IT techology, advertisers, viewers and listeners are in for a thrilling future!” ■ MAGICAL DISNEY PRESENTER The only entertainment programme with HEART –and it all started with a magical dream. The heart & science of Disney TV, according to Raymund Miranda, Vice President and Managing Director of Walt Disney TV International (SEA/Korea), lies in its compelling content, strategic localization (touching an aspect of culture, strong marketing support, kid-empowerment and character phenomenization (launch–buildextend-sustain). Synergy is the “S” word in Disney, translating to 360 degrees consumer touchpoint marketing. Kids, mothers with kids and tweens (the in-betweeners) have made Disney the No. 1 TV channel in SEA because they understand the brand and what it represents. After all, it was the late Walt Disney who proclaimed, “Good family values still stand. Catering to family is the backbone of any business.” ■ RADIO STAR SEARCHER Citing a few well-known local deejays and presenters as prime examples of natural ‘xfactor’ radio stars who are approachable and friendly communicators, Kraig T Kitchin, President and COO of Premiere Radio Network, a Clear Channel company, gave some pointers and useful guidelines on how to talentspot would-be Singapore Radio Idols. “Look out for everyday people everywhere – on the phone, at community theatres, cocktail parties, media events, talent auditions, choir gatherings, karaoke lounges, comic stand-in nights. They are the ones who confidently present their opinions, having a need to share widely with innate confidence. Find something funny to talk about, tell it naturally with humour and passion and you’ll hold the attention of your audience.” Kraig was fully aware of the pressure he faced, being the very last presenter with a 5.00pm deadline to finish his plug for Developing Radio Stars, just so the audience could shoot off to enjoy the 1 st day of the GSS. How considerate - he actually cut short his presentation and raced through his points with a local radio deejay from among the audience timing him with his own watch. The final curtain closed on the Asia Pacific Broadcasting Conference 2004 with IAS President Rod Pullen waxing lyrical about imagination and emotion and love “that’s what our business is all about.” 26
Seto Lok Yin, Director, Industry Development Division, MDA & Rod Pullen Shaun Seow, Group Managing Director, MediaCorp, Mock Pak Lum, CEO MediaCorp Technologies, James Yip, CEO MediaCorp Radio & Immediate Past President, IAS, Telly Tan, Managing Director, Clear Channel Singapore & Kraig T Kitchin, President & COO of Premiere Radio Network IAS Council Members presented tokens of appreciation to each speaker IAS President Rod Pullen congratulates Keynote Speaker Ian Grant IAS Honorary Treasurer David Teo and speaker Tony Hertz were caught smiling for the camera Palani Pillai, MD of CRUSH with Lee Cheok Yew, MTV Asia Exec VP for SEA and Mobile/Online James Wong, Communications & Corporate Affairs Manager, Néstle, presenting a token of appreciation to Kraig Kitchin Immediate Past IAS President James Yip saying thanks to John McConnell Telly Tan, Managing Director, Clear Channel Singapore with Mock Pak Lum Nalini Naidu, Senior VP, SPH with Raymund Miranda 27
Page 1 and 2: I N S T I T U T E O F A D V E R T I
Page 3 and 4: IAS Executive Council Members 2004
Page 5 and 6: It is with great pleasure that IAS
Page 7 and 8: The following form the IAA Singapor
Page 9 and 10: get it out and re-read it once a ye
Page 11 and 12: FOR THE STARS Standing L-R: Mr. Gee
Page 13 and 14: S i n g a p o r e A d v e r t i s i
Page 15 and 16: Guests mingling and networking at t
Page 17 and 18: S i n g a p o r e A d v e r t i s i
Page 19 and 20: NEW YORK HERE WE COME! IAS Events M
Page 21 and 22: epresentatives at the IAS EFFIE Sem
Page 23 and 24: GAPORE EFFIES Judging Panel IV with
Page 25 and 26: EFFIE Singapore Awards Executive Co
Page 27: Lee Cheok Yew spoke on MTV Branding
Page 32 and 33: Members IAA Singapore Chapter & Fou
Page 34 and 35: SPEAKERS OF THE 6TH SINGAPORE INTER
Page 40 and 41: THE 6TH INTERNATIONAL ADVERTISING C
Page 42 and 43: Nick Waters Gerry Pereira Charles W
Page 44 and 45: AN ODE TO SINGAPORE’S VERY FIRST
Page 46 and 47: THE HALL OF FAME AWARDS - A HIGH
Page 48 and 49: The Relationship Marketing Campaign
Page 50 and 51: The Singapore Advertising Hall of F
Page 52: SPONSORS Consumer Probe

IAS AR 2004 - Institute of Advertising Singapore

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