IAS AR 2004 - Institute of Advertising Singapore

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.
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