IAS AR 2004 - Institute of Advertising Singapore

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THE 6TH INTERNATIONAL ADVERTISING CONGRESS Rewriting the Rules of Creativity & Effectiveness in Advertising ‘Rewriting the Rules of Creativity & Effectiveness’ – the theme of the 6 th Singapore International Advertising Congress organised by IAS was certainly well-explored. In his opening address, IAS President Rod Pullen reminded his audience that “advertising is not the business of creativity, it’s the creativity of the business.” Truth said, creativity should drive effectiveness, but the issue of honesty remains a grey area – in fact, it is not rated highly in Gallup’s poll on the advertising industry. Rod Pullen alluded to this, saying that a promise is an obligation to deliver – but how often do advertisers do that these days To deliver promises to consumers when pushing a brand remain a pressing issue. Keynote speaker and President of Fallon Worldwide, Scots Celtic Rob White agreed, saying that when The Brand = The Experience, a simple clever idea is all it takes to achieve recognition. Yasmin Ahmad’s clever idea in filming a series of touching Made-in-Malaysia short filmlets tugged at heartstrings with its simplistic honesty of emotions. The Executive CD of Leo Burnett KL said that “the business of advertising is becoming a dirty word – and all for the cause of competition, so who the hell do we think we are anyway” Patrick Mowe, IAS Executive Director & IAA World Board Director; Ernest Wong, Group CEO, MediaCorp Group; Jeff Delkin, Regional Business Director, O & M; Rob White, President Fallon Minneapolis; Sylvia Lee, Managing Director, Leo Burnett Hong Kong Sze Tian Poh, Managing Director, Unilever Singapore; Angie Santa Maria, Advertising Director Readers Digest Asia; Peggy Tan, VP IAS MD Consumer Probe; Rod Pullen, IAS President & CEO Batey /red cell; Ernest Wong, CEO MediaCorp Group; Palani Pillai, IAS Hon Sec. & MD, CRUSH 38
Rob White Simon Buchanan Suresh Nair Yasmin Ahmad Tom Doctoroff Sylvia Lee Jimmy Lau Jeff Delkin John Merrifield Kenneth Tsang “Traditional advertising doesn’t work anymore and companies who don’t get wise to this are going to fail,” boldly proclaimed the CEO of Mindshare SEA, Nick Waters. “Brands today are under threat - we live in a ‘brandscape’ – the subjects of a sponsored world occupied by an army of marketers. But COMMON must die – advertising today must entertain and engage. Instead of Media Planners, let’s have Communication Channel Strategists.” Gerry Pereira, President of the Carlson Marketing Group, couldn’t agree more. “Relationships always drives better business results.” An expert in CRM, Gerry said that a 2-way dialogue actually helps the brand. Valuair is banking on this exact strategy to give itself an edge over the competition. By communicating itself as a fun way to fly – with an all-female crew and special theme flights – its advertising strategy, says Jimmy Lau, Executive Director & Co-Founder, is to make the Valuair experience a memorable one. Making ads stand out – in fact, taking ads to the extreme appears to be the forte of Jeff Delkin, Regional Business Director of O&M, and John Merrifield, Chief Creative Officer & Regional CD of TBWA Japan. Citing the repositioning of Sprite to gain market share, Jeff pointed out that savvy hip young people today cannot be fooled – “making a product look cool without trying to be cool can be tricky” so they had to turn the Sprite thirst-quenching experience into a full-bodied superlative experience by introducing Sprite Ice and Super Lemon, resulting in a 12% sales increase in just 4 months. John Merrifield, who surfs the high waves with intense passion, injects this same element Rod Pullen into his advertising strategies. Ever heard of playing soccer10 storeys high while horizontally suspended from a high-rise building How about the unique experience of driving past a 2-metre long giant football sitting atop a crushed car (with a realistic larger-than-life image of a footballer on a nearby building whose action of kicking a ball supposedly caused the mock crash scene) Taking the Adidas brand to the extreme got the Saatchi&Saatchi agency staff arrested in Tokyo, but on the flipside, sales for Adidas shot through the roof, giving new meaning to the Adidas slogan ‘Impossible is Nothing. Now with Adidas, there is a New Level of Impossible.’ All the speakers at the Ad Congress certainly gave superb presentations. AdLib congratulates the IAS - Rewriting the Rules of Creativity & Effectiveness in Advertising has undoubtedly made its point among the 400 plus admen and women in attendance. “The congress was very well organized this year. You managed to gather an excellent group of speakers... no lemons this time. The topics covered were comprehensive and you already have the press writing about the congress, especially Yasmin (She was most inspiring)” Nalini Naidu Senior Vice President SPH " I've received a note of appreciation from someone at Batey/Redcell. It implies a high level of satisfaction from the delegates. It's the first I have ever received after so many years of IAS Ad Congresses. Well done, no other words can express how rewarding it was for all who attended in terms of the LEARNING we got from the team of your well-selected Quality Speakers. Thanks for the Great 2-Day event. At Consumer Probe, my Team and I felt that our sponsorship was every cent well-spent!" Peggy Tan Managing Director Consumer Probe Ad Congress & EFFIE Awards Sponsor 39
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 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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