IAS AR 2004 - Institute of Advertising Singapore

Kenneth Tsang
Chief Executive Officer, Zenith Media
The New Relationship between Media, Consumers and Brands - How Critical is Media
in producing EFFECTIVE Results
Synopsis: Media has been fast evolving in the last six years, having broken free from a bundled advertising world and
propelled from its narrower confines of Above the Line advertising, into the holistic territory of Integrated Communications
Channel Planning. Today’s approach to Media channels is to take account of the total contacts that consumers come across
in their daily lives, forging an integrated solution to find that unity in the way we engage consumers. Kenneth Tsang will
present how integrated communications planning can effectively contribute towards a client’s competitive advantage and
returns on investment objectives.
Bio: Kenneth stumbled into the media industry some 18 years back. The job suited him well and the analytical skills and
disciplines he picked up in his previous career came in useful. After four short years, he became head of a media department.
Kenneth has extensive experience with the media locally, regionally and globally. He helped form Zenith Media in Singapore
in 1997 and became the managing director since 1999. With his extensive experience, he was well placed to transform
Zenith Media into an ROI agency – that contributes positively towards sustaining clients’ competitive advantage and hence
deliver clients’ Return On Investment goals.
Jeff Delkin
Regional Business Director, Ogilvy & Mather
Going Extreme with Sprite
Campaign Presentation: EFFIE Hong Kong 2004 Gold Award
Synopsis: Advertising that dramatically influences sales, builds brand attributes, and shapes perceptions is all too uncommon. It
shouldn’t be. Success is achieved only when several key factors are working together.The product itself is right. The timing to market
and the external factors are favorable. And the message is strong and unique. Oh yeah, and talented and committed people to make it
happen. A little luck doesn’t hurt also. Sprite got it right in Hong Kong.
Bio: Jeff Delkin, Regional Business Director, Ogilvy & Mather
“It’s as if by design that I work in advertising. It has been in my blood since my early years in Portland, Oregon where I spent
summers working at my father’s agency. It is here as an early teen, I first read my father’s dog-eared copy of “Confessions of An
Advertising Man.” I too wanted to be in advertising. His agency handled some of the great accounts at the time, Oregon Tourism, the
State’s premier ski destination, a beer account, and others. We’d get free tickets to all the best sporting events. Seemed like a cool
business.
With Journalism degree from the University of Oregon in hand, I left to pursue an advertising career in San Francisco. I began my
career at McCann, trained in media and soon after transferring to account service side of the business, working on a number of
consumer and business-to-business accounts across several different agencies.
Wanting to see and do more, the opportunity to move to Asia brought me to Leo Burnett in 1996. I ran the day-to-day operation
of Burnett’s largest China operation in Guangzhou, doubling the operation size during my three-year tenure. Additionally, holding
lead account responsibilities for key clients, Kellogg’s & Heinz.
I moved to Leo Burnett Bangkok as Deputy General Manager responsible for the management supervision of the Brand Team
operation while looking after key client businesses including Coca-Cola. In less than 18 months I took the office from one local Coca-
Cola brand to six brands.
Joining Ogilvy & Mather in Hong Kong in 2002 reunited me with Coca-Cola. A move to China in February 2003 fulfilled a
deep desire to return to China, “the big house” as we affectionately call it, where I lead the regional business for Coca-Cola and Kodak.”
37