IAS AR 2004 - Institute of Advertising Singapore

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SPEAKERS OF THE 6TH SINGAPORE INTERNATIONAL ADVERTISING CONGRESS 2004 Rob White President, Fallon Worldwide Minneapolis The Economic Value of Creativity Synopsis: While our industry goes to great lengths to dissect, understand, and preach creativity, we have done too little-collectively-to show its worth. Using case studies like Holiday Inn Express (Sustained Success EFFIE USA Gold Winner 2004) to illustrate his points, Rob’s address looks at the important relationships between creativity, brand experiences, and economic accountability. Bio: Using high levels of creativity to drive disproportionate business success is key to Fallon’s mission statement and is Rob White’s daily mantra. Rob came to Fallon in 1992 and built the discipline of account planning from scratch. This strategic practice became a core part of Fallon’s offerings, and contributed to the agency’s rapid growth during the following years as it evolved from creative boutique to brand-building powerhouse. In 1999 Rob was appointed President of Fallon Minneapolis. As part of the executive management team, he recognized that in an increasingly global and multicultural marketplace, Fallon’s blue-chip client list required solutions that extended internationally. He was instrumental in establishing the model of Fallon offices you find in Singapore, Hong Kong, Tokyo, São Paulo, and London—a talent community that works collaboratively to deliver brand ideas that effectively cross borders and cultures. With such a strong focus on using creativity to drive economic returns, it’s not surprising that Rob is a huge advocate of the EFFIEs. Every year he leads the charge at Fallon to write business cases for every client. In 2004 alone, Fallon submitted 19 cases. To demonstrate the agency’s commitment to results, these cases are published in a book and distributed to all staff. The most prized EFFIE category, of course, is the Sustained Success Award, which demonstrates the value of a big, creative idea executed consistently, yet with originality, year after year. With the Holiday Inn Express “Stay Smart” campaign, Fallon won Gold in this category in 2004. That was a source of great pride for agency and client alike, and validation to Rob that “the plan is working.” With every client on every project, both smart strategic thinking and highly creative solutions are required without compromise to deliver the most powerful marketplace impact. That’s Fallon. That’s Rob. Oliver Roll General Manager – Customer Relations & Marketing Microsoft Asia Pacific Operations Evolving Microsoft’s Brand in the Asia Pacific Synopsis: Microsoft is one of the most widely recognized and valuable brands in the world. Oliver Roll leads Microsoft’s customer and communications efforts in Asia Pacific and will discuss the opportunities and challenges Microsoft faces in building and tailoring its brand in this region. He’ll talk about the role of advertising as Microsoft’s brand evolves, and the fundamental imperative of rooting it in the organization’s culture. Bio: Oliver Roll, General Manager of Customer Relations and Marketing, is responsible for understanding and working with our customers and partners in Asia Pacific to ensure they have the best experience possible with Microsoft. He is also responsible for Microsoft’s overall corporate communications in the region, leads the regions Corporate & Social Responsibility efforts, and is one of Microsoft’s leading spokespeople in the region. Before taking on his leadership role in Asia Pacific in August 2002, Oliver was the Director of Marketing and Corporate Affairs at Microsoft UK. He led a team of 100 marketers across various disciplines, including product, audience, and segment marketing, PR and marketing communications, and was accountable for optimizing Microsoft’s UK’s marketing spend. Together with the country manager he was also Microsoft’s external ambassador in the UK market, representing the company’s community affairs efforts, and representing Microsoft with the media. Oliver joined Microsoft in September 1992 as Product Manager for Microsoft Excel, before moving on to become Senior Product Manager for Microsoft Office in February 1994. In May 1996 Oliver was promoted to Group Marketing Manager for Desktop Applications, and in 1997 he became Group Marketing Manager for the Microsoft Network. In this role, his duties included formulating and implementing the UK marketing strategy for the Microsoft Network, as well as seeking new business opportunities and developing relationships with strategic partners. He moved from the Microsoft Network to become a member of Microsoft UK board in 1998, and then took on the leadership of the subsidiary marketing team in April 2001. Before joining Microsoft, Oliver was based in Munich with Siemens-Nixdorf as the international product manager for platform products, including Siemens-Nixdorf’s range of PC, Unix and mainframe systems. He also worked at Siemens in the UK during the merger of its Data Systems division with Nixdorf Computer. Oliver is a British citizen, speaks German fluently, gets by in French, and has recently started to learn Mandarin. He lives in Singapore with his wife Annie and dog Oskar. 32
Suresh Nair Executive Vice President & Chief Strategy Officer (US Based Global Accounts), McCann-Erickson North America Strategic Planning: Uncovering Brand Connections To Fuel Creativity In The New Dynamic Synopsis: The whole dynamic in advertising has changed dramatically in the last few years, with new channels of media opening up, and these new developments are driving changes in consumer behaviour. The new dynamic mandates that we put all our resources solidly behind creativity (both in strategy and execution) as the most powerful way to help companies and brands prevail in an era plagued by product parity and consumer indifference and skepticism. The challenge for marketers is to create brand communication ideas that consumers would WANT to consume. Suresh who manages McCann-Erickson New York’s Strategic Department and has been the main driving force in developing highly successful brand strategies for many of McCann’s clients, including MasterCard, Verizon Wireless, Wendy’s, Johnson & Johnson, Acuvue, Exxon Mobil, Lucent Technologies, and Nikon to name a few, will uncover new brand connections to fuel creativity and effectiveness that have consistently delivered superior results for McCann’s clients. Bio: Suresh joined McCann in 1994 as Senior Vice President, Senior Strategic Planner, and was promoted to Executive Vice President, Director of Planning in 3 years. And in 2001 Suresh was made the Chief Strategy Officer for U.S. based Global accounts in addition to his New York responsibilities. He was also appointed to the Board of Directors of McCann- Erickson Worldwide. Suresh has developed highly successful brand strategies for many of McCann’s clients, including MasterCard, Verizon Wireless, Wendy’s, Johnson & Johnson, Acuvue, ExxonMobil, Lucent Technologies, and Nikon to name a few. Suresh came to McCann from J. Walter Thompson, New York where he was Senior Vice President, Director of Strategic Planning. Suresh brings a unique multi-cultural, multi-disciplinary background to communications planning. He was born in Kerala, India. He holds B.S. Engineering from the University of Kerala, India. He came to the U.S. in 1981 for his graduate studies, and acquired an M.S. and an MBA from the University of Cincinnati, Ohio. Tom Doctoroff Northeast Asia Area Director Greater China CEO, J. Walter Thompson/Bridge Middle Class Dreams - A perspective on “emerging affluent” Chinese Synopsis: China is the world’s fastest growing market, where the embryonic brand landscape offers opportunities for longterm brand building. But to develop powerful brand equity, an in-depth understanding of key segments is essential. One of the most promising segments is the middle class that is just emerging to define the aspirations of consumer China. Yet this segment is also the most challenging. In the mind of these men and women with incomes far above the average is the coexistence of fundamental, but seemingly contradictory desires that clash with their comparatively weak purchasing power. In order to secure product loyalty and corporate profitability, successful brand building needs to leverage insight into the mindset of these consumers for breakthrough communications and advertising. Tom Doctoroff, J. Walter Thompson’s North East Asia Area Director and Greater China CEO, is delighted to present his agency’s findings on “The Chinese Emerging Middle Class.” The discussions will both uncover what motivates their behavior and preferences and provide advertising/positioning examples that illustrate successful application of these findings. Bio: Tom leads one of the largest and quickly-growing communications groups in China, J. Walter Thompson/Bridge. His unique combination of regional and China experience has made Tom a leading expert in the cross-border management of brand architecture and brand building. Tom arrived in the PRC in 1998 as the Managing Director of JWT Shanghai. In 2002, he was appointed Northeast Asia Area Director (China, Taiwan, Hong Kong and Korea) and Greater China CEO. Under his stewardship, JWT Northeast Asia has emerged as one of the region’s most synergistically integrated, creatively dynamic and strategically insightful networks. In 2003, Tom was named Regional Agency Head of the Year by the region’s leading marketing and advertising publication, Media magazine. Some of JWT’s key clients include: Unilever, the Diamond Trading Company (formerly DeBeers), Motorola mobile phones, Nike, Ford, Nestle as well as several local enterprises such as Lenovo computers and 999 pharmaceuticals. Between 1994 and 1998, Tom was based in Hong Kong as a Regional Business Director, managing several of JWT’s largest multinational clients across Asia Pacific (including Pepsi, Philip Morris/Kraft and Citibank). He started his advertising career at Leo Burnett in Chicago. Tom completed his undergraduate studies at Northwestern University (Evanston, IL) and his MBA at the University of Chicago. 33
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 and 28: Lee Cheok Yew spoke on MTV Branding
Page 29 and 30: Seto Lok Yin, Director, Industry De
Page 32 and 33: Members IAA Singapore Chapter & Fou
Page 36 and 37: SPEAKERS OF THE 6TH SINGAPORE INTER
Page 38 and 39: 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

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