IAS AR 2004 - Institute of Advertising Singapore

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SPEAKERS OF THE 6TH SINGAPORE INTERNATIONAL ADVERTISING CONGRESS 2004 Yasmin Ahmad Executive Creative Director Leo Burnett Kuala Lumpur “Who The Hell Do We Think We Are” Synopsis: Yasmin Ahmad has delivered a significant address to the annual CANNES International Advertising Festival, a gathering of the international advertising fraternity, on 24th June 2004. In her presentation she examined what women look for in ads and how marketers need to treat women with greater respect than they have in the past, a contentious issue at the best of times. She addressed how advertisers can be provided a way out: “winning women over” without resorting to tricks and dishonest advertising. Taking the audience back to basics, she contended that this can be done through creative and effective strategies directed at this target market. The IAS is pleased to bring this vastly important subject to this year’s Ad Congress, delivered by Yasmin in her usual stunning style. Yasmin Ahmad is Executive Creative Director at Leo Burnett Kuala Lumpur Bio: Yasmin graduated with a BA in Psychology from the UK and landed a job in banking. Subsequently, she joined IBM as a Marketing Rep and moonlighted, by night, as an infamously rude blues pianist at a club called Scandals. This lasted a year. Next came copywriting at O&M. She describes her venture into advertising as “a clueless girl with a dislocated personality stumbling into a haven for failed novelists and talentless playwrights”. Eight years later, Yasmin joined Leo Burnett Kuala Lumpur as Creative Director at the less-than-tender age of 34. Yasmin is now Executive Creative Director, mostly known for the social statements she weaves into Petronas corporate ads which she writes and sometimes directs. Yasmin admits it was only due to God’s intervention and the hard work of her people that she now has her name on 4 Cannes Awards including 1 Gold Lion; 1 D&AD; 1 London International Gold statue for Best Print Campaign; 7 Asian Media Marketing Awards; 1 Gold, 2 Silver and 1 Bronze orb from Adfest; 10 One Shows; about 200 Malaysian Kancil Awards (including 3 Golden Kancil Grand Prix’s); 5 Best Commercial of the Year trophies from the Malaysian Video Awards (MVA); and recently, 1 Gold trophy from the MVA for Best Film Director. Yasmin has had two of the commercials she directed featured in SHOTS (TV3’s “Makan Bola” and The Singapore Handicapped Welfare Society’s “Pet Shop” which won Best Public Service Advertisement for that year’s Singapore Advertising Hall of Fame). Yasmin wrote and directed two feature films “Rabun” and “Sepet” which won the Best ASEAN Feature Film Award at MVA 2003, and was officially selected by the Singapore International Film Festival, the Cinemaya Asian Film Festival in New Delhi, and was the first Malaysian film to be chosen for competition at the Torino International Film Festival in Italy. ”Sepet” world premieres in Singapore on the 9th of September, 2004. Nick Waters CEO MindShare Southeast Asia, Director Multi-National Clients – Asia Pacific Proliferation of channels, fragmenting audiences, digitization, consumers as editors, Spiraling brand choice.... how do we get messages to consumers in a changing world Synopsis: Exploring the strategic choices and challenges that marketers will face in the new advertising landscape, and the need for innovative and effective integrated planning to connect brands to the consumer. Nick will talk about the impact of unleashing brand connections with the consumer through effective channel strategies. Bio: Nick started his career with Ogilvy in London in the early 90s, becoming a director of the UK media department. He joined the international media department in 98, and joined MindShare at its European creation that summer. Nick managed MindShare’s Ford Motor Company business across Europe, including the Ford, Jaguar, Volvo, Land Rover, and Mazda brands across 21 countries. He moved to Singapore in 2001 to run the agency’s Southeast Asian operations, and is also now director of multi-national clients in Asia Pacific. Nick is married to Catherine and has a young daughter, Alexandra. He has the current misfortune to support Leeds United. 34
Gerry Pereira President Asia Pacific and Middle East, Carlson Marketing Group Once unsexy, unfashionable, CRM is now a “Strategic Partner” for Brand Owners Synopsis: Gerry Pereira, whose distinguished career as Chairman of J. Walter Thompson Asia Pacific finally drove him to taking up the challenge of Carlson Marketing Group Asia Pacific, has built up this dynamic and distinguished organisation in a few short years into the leading CRM organisation in the Asia Pacific. He presents a fact filled and results oriented model that has become the by word of CRM’s effectiveness in Asia. He will illustrate how Carlson Marketing Group defied all the accepted norms to give his client a truly result oriented and effective marketing model. Bio: Gerry has spent the last 3 years in Relationship Marketing building the business across Asia Pacific, from New Zealand to the Middle East. Today Carlson has 12 offices across the Region with 60% of its client base being regional clients. In his previous life Gerry has had 18 years of Advertising Agency experience having worked for Ogilvy before joining J Walter Thompson for over 15 years. He started his advertising career as an Account Executive and rose through the ranks with his last role being that of Chairman and CEO for Southeast Asia for J WalterThompson. Gerry’s advertising experience spans Automobile, Financial Services, Airlines, Fast Food, FMCG, IT, Home Entertainment, Hotels and Resorts. He has a unique perspective of the power of advertising and the importance of Relationship Marketing in today’s marketing realities. Simon Buchanan Managing Partner, McCann-Erickson, Manchester EURO EFFIE 2003 Gold Winner “Incredible Bang” for Durex Synopsis: Despite being the brand leader in a number of European markets, Durex was developing a somewhat old-fashioned image, with new consumers rejecting Durex on the grounds that: “THIS WAS A BRAND MY DAD USED” McCann-Erickson will present the creative and media strategies that reversed existing brand perceptions and converted young condom users to Durex. BIO: After graduating Simon spent a couple of years in academic research before he moved into marketing where he worked for the publishers Harcourt Brace Jovanovich. During this time he developed a keen interest in the wider aspects of marketing & communications. He joined his first agency in 1988 working predominantly in the Financial Services and airline sectors. In 1998 after working in both London and Edinburgh, Simon joined McCann Erickson’s Manchester office to manage the financial services team. Since then Simon’s responsibilities have grown, he has worked on a number of award winning campaigns including McCann’s teacher recruitment campaign which won; DMA Echo (Gold and Silver) & Cannes Lion (Bronze). In 2001 Simon took responsibility for the SSL account, whose stable of brands include: Durex and Scholl. One of the many challenges presented by these brands was the need to make Durex more appealing to a younger audience. The resultant campaign achieved international recognition winning; British Television Award (2xGold), Cannes Lions (Silver), Eurobest (Gold), M&M (Best Commercial), EPICA (Gold) and a Euro Effie (Gold) .Simon is also responsible for the agencies design department. He was made a Managing Partner in 2003. Jimmy Lau Executive Director & Co Founder Valuair “Big boys and small boys. The Valuair strategy” Synopsis: The buzzword of the year - Budget airlines have suddenly become the rage. Ever since the announcement that budget airlines were coming to town, airline executives on all the major carriers have been losing much sleep. An airline revolution is in progress and there’s no doubt that budget carriers are here to stay. In response, the big boys have begun playing dirty. Flexing their financial muscle, fares on full-service carriers have been slashed to never-before-seen prices, even undercutting fares offered by budget airlines. With seemingly endless competition, what will it take for a budget carrier to succeed in a space long dominated by the big boys Jimmy Lau, one of the Founders and Executive Director of Valuair Ltd, will present his thoughts on positioning in a crowded marketplace, and his vision for Singapore’s first budget airline . A great story still developing. Bio: Jimmy Lau is one of the founders’ and Executive Director at Valuair Ltd, Singapore’s first budget airline. A well known face in the exhibitions industry, Jimmy brings more than 25 years in international marketing, sales and strategic planning to Valuair. Formerly with Reed Exhibition where he served as President, Jimmy was also Managing Director of Asian Aerospace. He has also served as President of the Singapore Association of Convention & Exhibition Organisers and Suppliers (SACEOS) and Chairman of the Exhibition Management Services Working Group for IE Singapore. 35
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 34 and 35: 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

IAS AR 2004 - Institute of Advertising Singapore

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