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2

malaysian advertisers association-Annual report2009

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Council

presidentPeter A Das

Claudian Navin StanislausBaba Products (M) Sdn Bhd

vice presidentV KanesanScomi Group Bhd

Tay Ai LeenL’Oreal Malaysia Sdn Bhd

Azizah WahidPanasonic Malaysia Sdn Bhd

Chan Sheow VernUnilever (M) Holdings Sdn Bhd

Alicia LowGolden Arches Restaurants Sdn Bhd

Margaret Au-YongTune Ventures Sdn Bhd

Tuan Haji Dr Harith KassimColgate-Palmolive Marketing Sdn Bhd

Vincent TiewMeda Inc Bhd

Chow Wei HengResorts World Bhd

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1 ASA TuanHajiDrHarithKassimandMrClaudianNavinStanislaus

2 CMCF MrClaudianNavinStanislausandMsTayAiLeen

3 MAde-in-MAlAySiA TuanHajiDrHarithKassimandMsChanSheowVern

4 eFFie/TAlkS MrV.Kanesan,MsMargaretAuYongandMsTayAiLeen

5 BillBoArd MsMargaretAuYongandMrVincentTiew

6 ABC MrPeterDas,MsChanSheowVern,MrVincentTiewandMrChowWeiHeng

7 MeMBerShip Council

8 relATionShipwiTh Secretaries oTherBodieS

9 Adball2010 MrVincentTiew,TuanHajiDrHarithKassimandPuanAzizahWahid

10 MAC2010 PuanAzizahWahidandMsAliciaLow

President’sReport

Our energy, enthusiasm and year were channeled into the successful organisation of AdAsia 2009 (see accompanying report) last October. As much as it monopolised our time and left less of it for the handling of association matters, it was the Council’s resolution from the start of 2009 that MAA matters must not suffer as a result of our drive to effectively host a global event of immense importance to the industry.

Under these strenuous conditions, the Council has managed the affairs of the MAA with the required degree of professionalism and efficacy. We have managed to conclude matters of immense urgency and the most important of them being the protracted argument between the Advertising Standards Authority and Jotun Paint. But as it is the case almost always, when one issue concludes, another crops up and the matter that concerned the Council most last year was the reintroduction of the Made-in-Malaysia ruling on television commercials.

Such concerns will be addressed at the soonest in the coming months and again we will apply the insistence and thoroughness that they demand so as to find the solutions that are amicable to all parties. In view of the enhanced role of the MAA in the area of government liaisons, Council Members were asked to unite in addressing issues affecting the industry.

The organisation has been recognised as a proactive industry representative by the Ministries of Health and Agriculture following our contributions in the framing of the guidelines on advertisements on fast food and pesticide advertisements respectively. It is incumbent upon us now to maintain the unity that allowed us to play our full part in championing these issues and for the MAA to continue to protect, preserve and promote the interests of advertisers in the industry.

Constitution Amendments:

ThestatusoftheresolutionapprovalontheextensionofthetermfromoneyeartotwoyearsfromtheRegistrarofSocietieswasapproved.

sub-Committees:

InJuly2009,theCouncilmemberswereaskedtochoosethecommitteesthattheywantedtoserveinbeforethenextCouncilMeeting.ThiswasaimedatallowingCouncilMemberstocompetentlydischargetheirduties,moreso,inademandingyearfortheMAA.TheCouncilwouldbestretchedtothelimitwithvariousprogrammeslinedupin2009inadditiontoAdAsia2009andcouldnotaffordtobelenientwiththeplanningandexecutionofactivities.

CouncilmemberswerealsoadvisedtotakethemeetingsoftheassociationandalsotheABCBoardinamoreseriousmannerandwereremindedoftheruleregardingabsenteeism.AMemberwhowasabsentfromthreeconsecutivemeetingsoftheCouncilwithoutsatisfactoryexplanationshallbedeemedtohaveresignedfromtheCouncil.

Assuch,CouncilMemberswerestronglyurgedtoattendthemeetingsonaregularbasis.IfaCouncilMemberwasnotabletodoso,itisherorhisresponsibilitytoappointastand-intorepresentherorhiminthemeetings.InAugust,theCouncilapprovedthecompositionofthesesub-committees:

CommuniCAtions:

ItwasbroughttotheCouncil’sattentionthatanumberofpotentialmemberswerekeentolearnofthebenefitsoftheMAAmembership.Astherewerenonewsletterandinformationontheindustryincirculation,therewasapressingneed:

1 Toreachouttoexistingandwould-bemembers2 Disseminatenewsontheissuesaffecting

theindustryandchallengesfacedbytheadvertisersandMAA’spositioninrelationtothem.

TheCouncilMembersweredirectedtobemorehands-onandgaintheinitiativetospearheadprojectsandwereaskedtolookintoprojectsthatwouldbenefittheindustryandthemembers.AworkingrelationshipwiththeBrandingAssociationofMalaysia(BAM),itwassuggested,couldleadtoevents,workshopsorseminarsthatwouldbenefittheindustry.

AstheMalaysianAdvertisingCongresshasbeenpostponedfortheyear,itwasrecommendedthattheeventbereplacedwithforums.Thesediscussionswouldbeaplatformforgovernmentbodiesandhighlyregardedadvertisersasspeakerstoarticulateissuesaffectingtheindustryandadvertiserssuchastherulingonlocalcontentintelevisioncommercials,the halal issue,contentonnetworkedelectronicmediumadvertisements,servicetaxandstampduty.

AsiA-PACifiC AdveRtising And mARketing CongRess 2010:

TheInstituteofAdvertisingSingapore(IAS)contactedtheCounciltoseekoursupportfortheAdvertising&MarketingCongressinSingaporethatwillbeheldbetweenJune3and4,2010.IndividualAsiaPacificcountrycampaignswouldbeinvitedtopresentattheCongressandcampaignsmusthaveattainedafinalistpositioninanyrecognisedawardprogrammeapprovedbytheAcademyofJudgestobepresentattheCongress.

Thefinalistswouldpresentafour-minutevideoforthecreativeinputfollowedbyasix-minuteoralpresentationthenparticipateina10-minutequestion-and-answersessionofthepresenter’scontentfromthefloor.Apanelofjudgeswouldreviewtheshortlistedvideopresentationsanddecideonthegradingofthepresentations.ThesepresentationswouldbeawardedGold,SilverorBronzemedalgradesandpresentedtothewinnersattheendoftheCongress.

TheIASproposedthatMAAbecomeacountrypartnerwithIAStopromotethecongresstotheadvertisingfraternityinMalaysia.TheMembersfeltthatthejudgingcriteriaweresimilartotheEffieAward.Takingintoconsiderationtheotherfactors,theCouncildeclinedtoparticipate.

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Committee RePoRt:

issues mAnAgement Committee

sCoPe:

• promotingvalueofadvertisingandselfregulation

– ContentForum&ASA

• Securingfreedomtoadvertise – FastFoodban – MIM – Billboard

• Tacklingchallengesofevolvingmediaenvironment

– Ownershipofmediaplatforms – Measurementofmedia–print,

TV,website,radio – Mediarates

• Advancingadvertiser-agencybestpractices – Professionalstandardsofpractice – StandardsofAdvertisingFilms

ProductionContract

membeRs:

• Tuan Haji Dr Harith Kassim;• Mr Claudian Navin Stanislaus; • Ms Tay Ai Leen;• Mr Vincent Tiew;• Ms Chan Sheow Vern; and • Ms Margaret Au Yong

AdveRtising stAndARds AuthoRity:

Thetonethatwassetbythepartialresolutionoftheissueconcerningthefulldisclosureinpricesinadvertisementsbetweenbudgetairlinesin2008wascarriedintolastyearastheASAsoughtamoredecisiveroleasaself-regulatoryentity.Theremainingunresolvedmatterwasthatdespitetheairlinesagreeingtodisclosetheirpricesinfull,advertisementswerestillinprintwhentheticketshavebeensoldout.

ASAhavebeenassuredthatwheneversuchadvertisementswererun,therewasareasonablenumberofticketsavailabletomeetfulfilltheclaimsasstatedintheadvertisements.Thedefinitionof“reasonablenumber,”however,variedfromcasetocaseandwasobscuredbystandardescapeclausessuchas“TermsandConditionsApply”or“WhileStocksLast.”InanotherpositivedevelopmentinMarch,thedeadlockbetweenAirAsiaandMAS,asregardstothecomplaintoncomparativeadvertising,reachedanamicablesettlement.

ThesesuccessesemboldenedtheASAtoendtheprolongedstandoffwithJotunPaintsfollowingtheirrefusaltocomplywiththeASA’srulingontheiradvertisingclaimonthebillboard.ThispittedtheMinistryofDomesticTradeandConsumerAffairs,PetalingJayaCityCouncil(MBPJ),KualaLumpurCityCouncil(DBKL)andOutdoorAdvertisingAssociationofMalaysia(OAAM)lastyearagainstarecalcitrantadvertiserbentondefyingalltheseauthorities.

IftheASAwerelegallyempoweredtoforcetherespondenttowithdrawtheirmisleadingadvertisement,thesagawouldhavenotbeenextendedforwelloverayear.Inordertoavoidarepeatincidentthatconsumedsubstantialtimeandmanpower,theprospectofASA’smergerwiththeCommunicationsandMultimediaContentForumofMalaysia(CMCF),whichperformsimilarfunctionsastheASA,wasagainraised.Inthemeantime,thecounseloftheMinistryofDomesticTradeandConsumerAffairsandtheAssociationofAccreditedAdvertisingAgentsMalaysia(4As)wasactivelysoughttofindaclosure.

TheASAacceptedaninvitationfromtheMBPJtoattendameetinginmid-MaytodiscussJotunPaint’srejectiononprovidingjustificationsfortheirclaimandnon-complianceoftheASA’sdirective.InJuly,duetotheASA’sstrongstanceonthisissue,JotunPaintfinallyadheredtotheruling.

TheASAcontinuedtodeliversoundverdictsonahandfulofothersubjectsofcompliance,whichincludedKotexandtheirclaimsoverKotexUltrathinPadsaswellasontheCelcomBroadbandAccessquestion.Inthelattercase,Celcomagreedtocompensatethecomplainantfollowingtheirfailuretosubstantiatetheirclaim,whichdemonstratedtheASAprogressinginaproactivemanner.

WhiletheASA’sstandingandinfluencehavenotdiminishedovertheyearsanditcontinuestoarbitrateoverindustrymattersofhighimportance,thequestionofwhethertheASAshouldbebestowedwiththerelevantpowersmustbeurgentlyaddressedforittooperatemoreeffectively.

mAde-in-mAlAysiA (mim):

Thedebateovertheedictthattelevisioncommercialsmustcontain70%localcontentresurfaced.ItwasrecommendedtotheCouncilthat,giventhattheimplementationofthisrulingisimpracticable,asmostscriptscannotbelocallyproduced,theMinistryofEnergy,WaterandCommunicationswereimploredtoreviewit.InMarch,thedraftthatwashandeddownfromtheMinistrywasrejectedandallconcernedagreedthattheCMCFberesponsibleforproducinganotherversionofit.

Asub-committeemeetingwasheldtodiscussthedetailsofthisdraftbutbeforetheMinistrycouldbereengaged,itwaslearntinJulythattheMinistryofInformation,CommunicationsandCulture-underwhichtheMade-in-Malaysiamatterwillnowfall–werekeenonreintroducingtheiniquitousguidelinesfortelevisionadvertisementsbroadcastinMalaysia.

TheimpositionofMIMwouldaffectadvertisingbymulti-nationalentitiesandtheMAAwouldseekadialoguewiththeMinisterofInformation,CommunicationsandCulturebeforeadoptinganofficialstandonthereintroductionoftheruling.TheconsensusachievedduringdiscussionsonthisissueinAugustwasthattheMAAwouldappealforflexibilityincomplianceifthisrulewereapplied.

PRofessionAl stAndARds of PRACtiCe foR tv AdveRtising PRoduCtion:

InFebruary2009,allpartiesachievedanagreementonRecommended Guidelines - Industry’s Best PracticeandamediareleasewascirculatedinMarch.Followingthisdevelopment,aworkshopontheguidelinesfortelevisionproductionwasconductedbyMr.PaulLoosleyinMarchandwaswellreceived.Fiftyfour(54)participantshadattendedthethreeworkshopsessionsand,inaccordancewithouraccordwiththeMalaysianAssociationofAdvertisingFilmmakers(PPFIMorPersatuanPenerbit-PenerbitFilemIklanMalaysia),theMAAsubsidisedtheparticipationofourmembersinthesetrainingsittings.

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sCoPe:

• Therecruitmentofnewmembers

• organisingfundraisingeventsandinitiatives

• liaisonswithindustryandGovernmentbodies

• Themaintenanceanddevelopmentofthewebsite

• Securingpublicityfortheassociationandactivities

Committee RePoRt:

industRy RelAtions Committee

membeRs:

• Council Members

membeRshiP:

ThesingleexcruciatingdilemmathattheCouncilfacedwasdeterminingthecourseofactionagainstmemberswhorepeatedlyfailedtoremittheirmembershipsubscriptions.TheterminationofmembershipforthosewhohavenotpaidtheirfeesforthreeconsecutiveyearswasmootedinMarchbutwassetasideastheCouncilwasoftheviewthatthisnotanidealsolution.

TheCouncilmulledoverapackageofratesformembersandagreedthattheeconomicalsituationcalledforamoregenteelapproach.Alettertomembersthatoutlinedourappreciationfortheirsupport,listedupcomingeventsfortheyearundertheMAAbannerandaremindertosettletheirdueswasproposed.InspiteoftheCouncil’seffortstocajolememberstoclearuptheiroutstandinglevies,itwasregrettablethattheresponsewasdecidedlylukewarm.

InJanuary2010,theCouncilwasleftwiththedrasticchoiceofwithdrawingthemembershipofOrdinaryMembersCocaColaFarEast,PetronasDagangan,DRB-HicomandQuakerProducts(M)SdnBhdaswellasAssociateMembersAerohawkAirSdnBhd,Fifty-NineCorporation(M)SdnBhd,MediaMappersandStrassMedia.

Thiswasnotadecisionthatwasreachedlightly.Asaresultofthismove,theMAAhadtoabsorbthecostofunpaidmembershipsubscriptionsbetween2006and2008.This,however,wasaknockthatwehadtoendureinordertoactinajustmannertoothermembers.TheCouncilhadresolvedtostrengthenourmembershipandthisstepwasaimedatprotectingtheinterestsofourloyalmembersandassuringthemthattheirsupportisvaluedatalltimes.

Joint AssoCiAtion CooPeRAtion:

InMay,theCounciltabledaproposalfromtheAssociationofAccreditedAdvertisingAgentsMalaysia(4As)totheMediaSpecialistsAssociation(MSA)forthedevelopmentofacommonindustrytemplatefor“booked”mediaschedulessothatcreativeagenciescouldaccuratelydeterminetheirrevenueentitlement.

Adominantthoughtonthisissuewasthatinformation-especiallyongrossmediacostbyadvertisers-wasprivateandconfidentialinnatureand,assuch,itwillnotbeappropriatetodiscloseittocreativeagencies.TheCouncilagreedanddecidedthattheirresponsewouldbeconsistentwiththatoftheMSA,whichwastomaintainthecurrentwayofdeliveringmediaschedulesandmediaplans.

Apendingmatterthatwasinitiatedbythe4Asconcernedthehikeinstampduty,whichwasamendedasofJanuary1,2009tosubjectallservicecontractstoanadvaloremdutyequalto0.5%ofthecontractsums.TheCouncilagreedwiththe4As’proposaltoemployPricewaterhouseCoopers(PwC)tobetheprofessionalconsultanttoseekaclarificationonthematter.ItwasunderstoodinDecemberthatacopyofthedraftonanappealfortheexemptionofstampdutytotheInlandRevenuewouldbecompletedbyApril2010.

ministRy of domestiC tRAde, CooPeRAtives And ConsumeRism (mdtCC):

TheMinistryofDomesticTrade,CooperativesandConsumerism(MDTCC)wereplanningtoholdanannualdialoguesessionbetweentheMinistryandtheprivatesectorin2010.TheMinistryinvitedtheMAAtosubmitamemorandumonanyissuesandtoproviderecommendationsbytheendofJanuary2010totheMinistrybeforethesessiontookplaceinearly2010.TheCounciltaskedTuanHajiDrHarithKassimandMrClaudianNavinStanislaustoassistonthematter.

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Committee RePoRt:

effie AWARds 2009

membeRs:

• Ms Margaret Au Yong;• Ms Tay Ai Leen; and• Mr V Kanesan

MalaysiaEffieAwardsisgraduallygrowingintoanimportantindustry-levelawardandhasearnedtherespectofadvertisersandagenciesalike.Sinceitsintroductionin2008,MalaysiaEffieAwardshasadoptedaholisticapproachthatincludesnotjustaglitteringgalanightbutalsoeffortstoeducateandempowermembersandparticipantsonsuccessfulmarketingcommunicationsandeffectivecampaigns.

MalaysiaEffieAwards2009includedfourmajorevents:theEffieEffectivenessTalkSeries,CallForEntry,EffieJudgingandEffieAwardNight.Ameetingwasheld,ontherequestoftheMalaysiaExternalTradeDevelopmentCorporation(MATRADE)inFebruarytoseekwaystohavegreatercollaborationbetweenthetwoorganizations.TheEffieEffectivenessTalkSeriesreceivedgoodsupportfromtheindustryintermsofattendanceandpublicityaswellascoverageintheprintmediaandonradiostations.ThoughticketpricewasintentionallykepttoanaffordableRM120perperson,agoodprofitwasgeneratedfromtheTalkSeries.

EffieCallForEntrywasannouncedinJuneandendedinJuly2009,withthejudgingtakingplaceonAugust19,2009followedbytheAwardNightonOctober14,2009atthePJHilton.WhenthedateforentrysubmissionclosedonJuly24,2009,wehadreceived71entries,whichrepresentedamarginalincreaseonnumberforthefirsteverEffieAwardsMalaysia2008.

ThemosthearteningaspectofthisresponseisthatEffiecontinuestoenjoythesupportoftheindustrydespitelastyear’schallengingeconomicconditions,whichadverselyimpactedthelevelofadvertisingactivitiesandnotwithstandingtheshorterqualificationperiodfor2009(12monthsasopposedto2008’s18months).OurpanelofprominentjudgesandmoderatorsalsoaddedtotheprestigeoftheEffieAwards.

TheCouncilwasbriefedthatsaleoftablesforthegaladinnerandpresentationnightcommencedafterthejudgingwascompletedinAugust.AstheresultswerebeingtabulatedbyMessrs.Ernst&Young,theEffieProjectCoordinatorwasaskedtoanalysetheentriestodeterminehowmanymembersofMAAparticipatedintheEffieAwards2009whiletheOrganisingChairmanwasaskedtowritetoinvitetheparticipatingnon-memberstotakeupmembershipwithMAA.

TheeventinOctoberwasanotherupwardnotchfortheindustryandpreparationsforMalaysiaEffieAwards2010commencedinearnest.Ourmainobjectivefor2010istoraisethestandardsandqualityoftheentries.Towardthisend,theCouncilwasinformedthatplansareunderwaytoorganizeanEffieRoundTableonEffectiveAdvertisingandtheEnglishpresswillbeinvitedtocoverthediscussionpointsin-depth.Thisyear,thecallforentrywouldalsobescheduledearlierandisexpectedtotakeplaceinlateAprilwhiletheactualsubmissionforentrieswouldbebetweenJunetoearlyJuly.ThejudgingsessionwilltakeplaceinAugustandtheEffieAwardNightisslatedtotakeplaceinOctober2010.

EffieMalaysiawasselectedbyEffieWorldwide,NewYorktoconductoneofthefourGlobalEffieJudgingsessionsthatwasheldinSingaporeinFeb2010.

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Committee RePoRt:

AdAsiA 2009

TheMAAwerehonouredwhentheAsianFederationofAdvertisingAssociations(AFAA)settleduponKualaLumpurasthehostofthe26theditionofAdAsia2009–Asia’slargestmarketing,mediaandcommunicationscongress–andwereunwaveringinourresolvetoorganisealaudableeventunderverydemandingcircumstances.

TheCouncilunderstoodthechallengesthatlayaheadinthemanagementofsuchaneventandwerepreparedtomeettheexpectationsoftheAsianmarketing,mediaandcommunicationsindustriesfortheoccasioninOctober2010.ThetimeforgroundworkwasnotinfavouroftheOrganisingCommittee–Lahorehadtakenuptwoyearsofit–whentheAFAAannouncedKualaLumpurastheAdAsia2009destinationinJuly2008.

TherecessionthatbeleagueredworldmarketsdidnothelpourcostandthiswasthemostcomplexhurdlethattheMAAhadtofaceinordertorealiseourgoalsforAdAsia2009,whichcarriedtheapttheme‘AsiaRedefiningtheFuture’thatlookedatthecurrentsituationbyadvocatingchangesforlong-termstability.Onthefirstday,theconferencefocusedonTheAgeofResponsibility,highlightinghowAsianbrandsneedtobehave,perform,andinnovatetosecureashareoftheglobalmarket.Thetopicforthesecondday,ThrivinginUncertainTimes,dealtwithdefininggroundrulesonestablishingpathstosuccess.

Assistancehadtobeenlistedfrompeerorganisationsandindustryfigureheadsinthedomesticindustryandweweresatisfiedthattheydidnotdisappointusinourhourofneed.InMarch,theCouncilwaspersuadedtooutsourcetheoperationsoftheeventtoathirdpartyandmanyorganisationalalternativeswereexploredonkeepingthebudgetatitslimitwhilenotcompromisingonthequalityoftheevent.Inthesamemonth,theAFAAwerebriefedinPattaya(Thailand)onthelatestdevelopmentontheAdAsia2009.

AdiscussionfollowedafterthepresentationandbothAFAAandMAAconcurredthattheissueofpostponementmustnotarise,astheWorldAdvertisingCongresswillbeheldin2010aswell.Asacompromise,AdAsiawouldnowbeatwo-dayeventthatwouldtakeplacebetweenOctober22and24,2009.TheOrganisingCommitteewarmlywelcomedthisdecreaseinthenumberofdaysasithelpedreducethecostoforganisingtheevent.

InMay,Ms.PatWahidfromBrad&BuchananwasappointedastheProjectDirectorforAdAsia2009andtheinternationalroadshowwasrolledoutinIndonesia,Singapore,Philippines,IndiaandTaiwan-AFAAmembercountriesthatcalledforsupporttopromoteAdAsia-bymid-2009.TheinitialfeedbackfromtheroadshowswasgoodandtheCouncilwasinformedthatonlySingaporeofferedunenthusiasticresponse.Approximately100delegatesfromIndonesia,PhilippinesandIndiawereestimatedtoattend.

Achangeinformatforspeakers,programmesandpresentationsplusareductioninthedelegatefeeswasalsocontemplated.ThehostingofdinnersduringAdAsia2009wasalsoconfirmed,withDentsusponsoringthedinnerfortheopeningday,membercountryIndiapickingupthetabfortheclosingdaydinnerandtheMAAhostingthewelcomedinner.ASTROagreedtohostonelunchduringtheevent.

TheAdasiaProjectTeamhadreceivednumerousenquiressincetheKLIndustryBriefingheldinlateJuly.Theofferofthe10%discountandtheabilitytoclaimtheparticipatingfeesfromtheHumanResourcesDevelopmentFund(HRDF)werethesellingpointsatthebriefingandwereceivedmoreencouragingnewswhentheAssociationofAccreditedAdvertisingAgents(4As)ofMalaysiadecidedtoincludeparticipationinAdAsia2009initsBoomerangProgram.

InreactiontothedemiseofMs.YasminAhmad,theadvertisementsonAdasia2009thatwerepenciledintoappearinJulywerewithdrawn.ThelateYasminwastobeoneofthespeakersfortheeventanditwasagreedthatwewouldmountapresentationofhercontributionontheroleofeffectiveadvertisinginbrandbuildingtoenableentitiestothriveinuncertaintimes.Thepresentation,whichalsodoubledupastribute,highlightedYasmin’sauthenticcreativetalents.

Asameasuretoincreaseregistration–whichhasnotbeenproducingthefiguresthatwehadhopedfor-thefeeforforeigndelegateswasreducedfromUS$1,000toUS$750inJuly.TheCouncilexpresseditsdisappointmentthatevenwithKualaLumpurbeingoneofthecheapestvenuesforAdAsia,wewerenotobtainingtheprojectedminimum40%foreignparticipationfortheeventaftergatheringonly25%inJulyduetothesevereeconomicsituationoverseas.

AboutaweekbeforetheAdAsia2009,wefurtherslashedtheregistrationfeeforMalaysiandelegatesby30%toRM1,800–aprivilegethatwaspreviouslymadeavailabletomembersofindustryassociationsliketheMAA,4AsandMediaSpecialistsAssociation(MSA)-toattractasmanylocaldelegatesaspossible.ThediscountalsoincludedRM750per-dayfromtheHRDFandwasanotherattractiveincentiveforMalaysianstonotmisssuchaprestigiousglobalevent.

Inanefforttofurtherboostparticipantregistration,theCouncilproposedtolowerthefeeforstudentstoattendAdAsia2009.FollowingdiscussionsintheCouncil,itwasagreedthatthestudentrateshouldbeRM850.00buttheratewasonlyapplicableiftheregistrationwasmadeviatheircollegeoruniversity.

Delegatesfromalmost25nationsmadeittoAdAsia2009inOctober:SouthKorea,India,Pakistan,Singapore,Taipei,Philippines,Japan,Indonesia,Thailand,SriLanka,UnitedArabEmirates,Bangladesh,HongKong,Nepal,Vietnam,Australia,Germany,USA,UK,Mauritius,Poland,KazakhstanandhostcountryMalaysia.

TheMAArecordedtheirdebttoDentsu(PremierSponsor)andHakuhodo(GoldSponsor)Malaysiansponsors:TourismMalaysia(GoldSponsor),Celcom(SilverSponsor),MediaPrimaBhd,the4As,andnumerousothercompaniesandindividualswhorespondedtothecallofduty.TheCouncilalsoplacedtheirgratitudetotheOrganisingCommittee,AdAsia2009ProjectTeamandmembers,whoseperseveranceanddedicationallowedthemtorisetotheoccasion.

InJanuary2010,theCouncilwasinformedthattheAdAsia2009ProjectTeamhadhandedoveroutstandingworkpertainingtotheeventtotheSecretariesinNovember2009.TheSecretariesweretofollowuponthependingmattersthatmainlyconcernedtheaccounts.

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the kuAlA lumPuR deClARAtion:

ThemostessentialoutcomeofAdAsia2009wastheKualaLumpurDeclaration.Thestatementwasframedtoforgegreatercommitmenttoprofessionalethicswhile,atthesametime,exhortingtoexpandpan-Asianhorizonstoencouragetheresponsibleeconomicgrowthoflocalcommunities.

AdAsia09wassteadfastinoutliningthisagendaintheKualaLumpurDeclaration,whichrecognisesthecontinent’sdiversityofcultures,humanrightsandfundamentalfreedomsintheupholdingofsocialresponsibility,sustainability,accountabilityandmoralcodewithintheadvertisingindustry.

TheemphasisoftheAsianadvertisingfraternity’sbiennialmeetingwasonforgingadocumentthatsetsouttopursuehigherstandardsingoodpracticeinadvertising.ThemeetingalsodeterminedthattheKualaLumpurDeclarationwouldbethecenterpieceofintra-Asianpartnershipandcollaborationinachievingthesevalues.

ItwasbroadlyagreedatAdAsia09thattheimplementationoftheKualaLumpurDeclarationwould:

• reaffirmtheimportanceofethics,culturalvaluesandadvertisingstandardsasthemainstayofnational,regionalandinternationalinitiativesforthepromotionofbrandsinAsia.

• CommittheadvertisingcommunitiesinAsiatoovercomingbarriersthatpreventtheattainmentofhighadvertisingstandards.

• CommittheadvertisingcommunitiesinAsiatoaddressthevulnerabilitiesfacedbychildrenexposedtoadvertisingandprovidingeducationtothesechildrenandtheirfamilies.

• emphasisetheneedtostrengthenlinksbetweenadvertisingandothercommunicationvehicles,nationaldevelopmentplansandstrategies.

• reaffirmthecommitmentoftheadvertisingcommunitiestoGATTanditsimplementationinamannerthatsupportstherightsofAsiannationstoprotecttheirindigenousreligions,customsandcultures.

TheimplementationoftheKualaLumpurDeclarationwouldalsoinvolveprogrammesandplansthataimatimprovingtheskillsetsateverystratumintheadvertisingarena.Towardthis,thedeclarationseeksinvestmentinandeffortstofundtheresearchanddevelopmentthatpromoteAsianvaluesinadvertising.

Themeetingalsostressedtheimportanceofencouragingadvertisingcompaniesandagenciestodeveloppartnershipsthatwillproducehigherstandardsinadvertising.Concertedbilateral,regionalandinternationalendeavoursarealsorequiredtofurtherknowledgeandunderstandingofgoodpracticesinadvertisingandthistooiscontainedintheKualaLumpurDeclaration.

ItisthehopeofallpartiesthatmadeAdAsia09asuccessthattheagreementheraldsafreshchapteroninter-Asianrelationshipsastheadvertisingcommunityembarksonamissiontoincorporateadeepersenseofsocialresponsibilityintotheireverydaylife.

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globAl mediA tRends 2009:

tRends in globAl digitAl mediA

tWitteR et. Al.

In2009,ifitwasn’thappeninginrealtime,itwasn’thappeningatall.WhilstTwitterhasbeenaroundacoupleofyears,2009sawmassadoptionofthemicro-bloggingservicebyeveryonefromnewschannelstocelebrities,self-helpgurusandyourmum.

ComScore’smostrecentstatisticsindicatethatgrowthisup949%to80millionusers,withthreequartersofthatuserbaseoutsidetheUS.Twitter’sfoundersallegedlyturneddownoffersfromGoogleandFacebook,thelatterofwhichseemssufficientlythreatenedbyTwitter’spopularitythatitsowninterfacehasbeenredesignedtoincorporatemore‘livenews’fromfriendsandfamily.

UptakeofrealtimesocialmediaservicesonmobilehasalsobeenlargelydrivenbyFacebookandTwitter,withusageup3500%inthefirstsixmonthsof2009.Fascinatingly,theuseofpageviewsvialinksharingservicesliketiny.ccandbit.lyisup1068%,indicatingthatusersarenotonlycommunicatingactivities,they’resharingcontent.DespiteawidelyheldconvictionbycornerofficedwellersatthemainstreammediathatTwitterisdominatedbyacabaloflunaticscompulsivelycommunicatingthecomponentsoftheirlunch,theservicehasprovenitselfcapableoffarmore.

Noristhisrealtimemovementconfinedtosocialnetworks.Google’sWaveserviceoffersaplatformforrealtimecollaboration,andlaunchedinOctober2009tomasshysteriafollowedbyalmostcompleteconfusion.OurfavouritefusionofoldandnewmediacameinJanuarythisyear,whenCNN.comteamedupwithFacebooktostreamfootageofBarackObama’sinaugurationwithintheFacebookinterface,meaningthatpeoplecouldwatch,andcomment,withtheirfriendsorwiththeworld,inrealtime.ThecollaborationprovedsosuccessfulthatitwasrepeatedinJulyforthefuneralofMichaelJackson.

Realtimemediaisnotwithoutitsflaws.ManywouldarguethattheincreasedrelianceofmainstreamreportageonserviceslikeTwitterresultsinadumbingdownofnewsdeliveryandanoverestimationoftheopinionofJoeAveragecomparedtorecognisedexpertise.TheimpactofTwitter’scommunityonpoliticscanalsobeoverstated.

140charactersoftextcostsnothingtoproduceandcanresultinahollowactivism.Theadditionofmanyvoicestoamovementdoesnotforcepolicychange,orprovidehumanitarianaid.However,fromasociologicalpointofview,Twitteranditscommunitycandosomemarvelousthings.

ReAl time AdveRtising

Naturally,thereal-timephenomenonalsocaughttheattentionofadvertisers,andpromptedinnovationinbusiness,customerservice,marketing,orallthree.

best buy / tWelPfoRCe

TheUS-basedconsumerelectronicsretailertookitsreputationforin-storeservicetothenextlevelwiththelaunchofTwelpforce–anarmyof2100BestBuyemployeesauthorisedtoanswerconsumerquestionsviaTwitter.Queriesaresubmittedusingthe#twelpforcehashtag.Thetooltook13,000queriesinthefirsttwomonths,andatatimewhenconsumerspendingintheUSisdownby1.9%,thecompanymadeanetprofitof$158min3Q09onrevenuesof$11billion(upfrom$9.8billionyear-on-year).

ikeA / fACebook shoWRoom

TaskedwithgeneratingbuzzaroundthelaunchofanewIKEAstoreinMalmö,Sweden,localagencyForsman&BodenforscreatedaFacebookprofileforthenewstore’smanager,GordonGustavsson,whouploaded12differentpicturesofshowroomsfromthestoreoveratwoweekperiod.FacebookmemberswhohadrequestedGordonasafriendcouldthentagthemselvestoaspecificitemineachphotoandindoingso,winthatparticularIKEAproduct.AswithanyphotoonFacebook,assoonassomeonetaggedthemselves,newsofthisactionalsoappearedontheirnewsfeed,growingthecampaignacrossthousandsofdifferentprofilepagesasitwassharedbetweenfriends.

lufthAnsA / myskystAtus

UserswhosignuptoLufthansa’sMySkyStatuswillfindtheirFacebookandTwitterprofilesautomaticallyupdatedwiththeiraltitude,location,departureandarrivalinformation.Lufthansaisbrandingtheserviceas‘travelmadesocial’,butanycustomerswhodon’twanttosharetheiritinerarieswiththeworldarefreetokeeptheinformationprivate.There’sacomprehensivelistofcarriers,andLufthansahaslinkedtoGoogleMapssouserscanseetheroutestakenbytheflightsbeforeyouboard.

CAdbuRy’s nibbles / online PoP-uP shoP

InOctober2009,CadburyteamedupwithBritishdesignerGilesDeacontocreatealimitededitionscarfforthelaunchofanewproduct,CaramelNibbles.Apop-upstorewaslocatedjustoffCarnabyStreet,London,buttoclaimtheirscarf,peoplehadtolocatethepop-upshoponline.Itappearedasawidgetacrossdifferentfashion-focusedsitessuchasASOSandhandbag.comandonfashionblogs,closingandopeningperiodicallyasthousandsoffashionistaschaseditroundthenet.Thebrandicon,acurvaceousbunny,usedFacebooktoannouncewhenandwherethestorewouldbereopening.Whenuserssuccessfullylinkedtoit,theycouldtaketheirplaceinavirtualqueue,waittobeservedbyanassistantandclaimtheirscarf.ThissmartintegrationbetweenonlineandofflinesawcommentsappearingontheFacebookpageattherateofoneevery2.5secondsforthetwodaysofthepromotion,andthestoregarneredanequivalentfootfallinexcessof4mpeoplewithover£1.5mearnedthroughsocialmedia.

PlAygRound stoRes / sleePless /

SwedishoutdoorandadventuresportsretailerPlaygroundStoreswasseekingtopromotethepositivehealtheffectsofleadinganactivelifestyle.Stockholm-basedagencyÅkestam.Holstchosefourindividualsandchallengedthemtobreaktherecordforstayingawakethelongestbywalking–kittedoutinPlaygroundStoresproductsastheydidso.Usersfamiliarisedthemselveswitheachcandidateviaprofileshostedonthewebsite,beforechoosingwhotheythoughtwouldlastlongest.ThewalkerswerethentrackedwithaniPhoneusingthenewBambuserlivevideostreamingservice.Ifitlookedliketheywerefallingasleep,userscontactedthemwithanSMSorwithatweettotheirTwitteraccounts.Anyonepurchasingproductsintheonlineshop‘through’theirchosenwalkerreceivedafullrefundiftheywentontowin.Footfallincreased11timesasaresultofthecampaign,with70%newvisitors.Sitetrafficincreasedeight-fold,andconversionratetoonlinepurchasewas10%.

* Thisisanexclusiveextractfrom theWorldFederationofAdvertisers 2009AnnualReport.

18 19

globAl outlook:

global advertising spend& economic outlook, 2008—2010

looking foRWARd to the Rebound

Atthetimeofwriting,forecasterspredictareturntogrowthfortheglobaladvertisingeconomyin2010(seefig.1).Ifglobaladvertisingachievesthemodest2%upturnprojectedinWarc’sconsensusof2010industryandanalysts’forecasts,thiswouldproveamoreimmediatereboundthanoccurredafterthedownturnof2001-02.

The2009advertisingslumpwasnotableforthedistinctchallengesandopportunitiesitcreatedforadvertisersindifferentmarkets.NorthAmericaandEuropeanadvertisingmarketswerehardesthit,whileAsiaPacificandtheMiddleEasthavecontinuedtogrowstrongly.Thistrendreflectsalongtermshiftintheglobalbalanceofadvertisingexpenditure.

Liketherecession,therecoveryislikelytohaveadifferentimpactregionbyregionandacrossdifferentmedia.

Warchascollatedactualadvertisingexpenditurein2008formorethan60marketsandproducedavarietyofforecastsfor2009-10.

UsingacombinationofactualandestimatedadvertisingexpenditurefiguresandGDPgrowthforecastsfromtheInternationalMonetaryFund,wesetoutbelowsomeoftheunderlyingtrendswhichshapedthedownturnacrossallmainadvertisingmarkets.Theyarelikelytodeterminethetimingandcharacterofanyrebound.

the eConomiC bACkgRound

Attheendofatoughyearforeconomiesworldwide,theInternationalMonetaryFundestimatedthattheglobaleconomicgrowthratewouldbejustover1%in2009.For2010itforecastsglobaleconomicgrowthof3.1%.

Themorematureglobaleconomiesfellintoadeeprecessionattheendof2008.Mostarenowontheroadtorecovery.Some,includingtheUKandSpain,arelikelytoseeeconomicoutputshrinkbynearly3.5%in2009,withonlymodestgrowthof1.3%expectedfor2010.

Emergingmarketshavefaredbetteronthewhole.Theseeconomiesareexpectedtonotchupanaverageof1.7%growthin2009,acceleratingto5.1%in2010.InChinaandIndia,economicgrowthremainedstrongerin2009at8.5%and5.4%respectively.

Incontrast,BrazilandRussia,havefelttheburdenoftheglobaldownturnmoreacutely,withGDPdeclinesin2009.In2010,Brazil(+3.5%)shouldexperienceaneconomicrecoveryinlinewiththeglobaleconomicgrowthrate,Russia’sgrowthrate,at1.5%,however,willbeslower.

AdveRtising feels the Chill

Intermsofitsadvertisingimpact,thepronouncedglobaleconomicslowdown–theworstsinceWorldWarII–dealtaheavyblowtoallkeysectors,includingautomotive,financialservicesandretail.Thefirsthalfof2009sawparticularlysteepcutsinadvertisingspend.

Largeradvertisershave,however,beenabletoreducetheiroverallspendandtakeadvantageoflowermediapricestomaintainadvertisingpresenceandvisibility.Smalleradvertisers,moreoftenthannot,havehadtocutspendingaltogether.

RegionAl AnAlysis

northAmerica

TheUSeconomyemergedfromrecessioninQ32009,growing0.7%onthepreviousquarter.Overall,theUSisexpectedtoseeoutputshrink2.7%in2009comparedwith2008.In2010,USgrowthshouldbe1.5%.ConfidenceamongUSconsumersslumpedtowardstheendof2008andinto2009,butimprovedfromthemiddleoftheyeartolevelsnotseensincethesecondhalfof2007.

Canada’seconomydidnotescaperecessionassomecommentatorsexpected.Reliantonenergyexports,Canadasufferedfromreducedglobaldemand.LiketheUS,itembarkedontheroadtorecoveryinQ3,withgrowthof0.4%(q/q).Forthe12monthstoSeptemberthedeclinewas–3.2%.AnnualgrowthinCanadashouldresumearoundmid-2010tocreatea2.1%increaseinrealGDPbytheendoftheyear.

Withnobigeventstoboostadvertisingin2009,theUSsawasubstantialdeclineinadvertisingexpenditure.Warc’sforecast,producedinDecember2009,predicteda13.5%dropinUSadvertisingacrossmainmedia.Weforecastareturntoameagre1%growthinUSadvertisingspendin2010.

Canada’sadindustryhasfaredbetteroverthelastyear–Warc’sDecember2009forecastprojectedan8%fallin2009,withadvertisingsettogrowinlinewithGDPin2010.

Themediummost-affectedbythedownturninNorthAmericahasbeenpress,particularlyUSnewspapers,onwhichadexpenditureisexpectedtohavefallen25%year-on-yearin2009,withthemediumlosing3ppofshareoftotalUSadspend.Themajorityofthissharewillbeabsorbedbytheinternet-likelytobetheonlyUSmediumtoseepositivegrowthin2009(ariseof4.9%).Growthininternetadspendwillimprovein2010to10.9%andthengraduallydeclineasunsoldadinventoryisusedup.

TelevisionremainsthebiggestmediuminboththeUSandCanada.AlthoughTVspendingwasdownnearly10%and6.5%respectivelyin2009,themediumgainedshareinbothcountries,asothermediafelloutoffavourwithadvertisers.PartoftheappealofTVinCanadacanbeattributedtothenewPortablePeopleMeterssystemofaudiencemeasurement.

IntheUS,magazines,radioandoutdoorwereallondouble-digitdeclinesgoingintoQ42009,andlossesof20%,19%and15%respectivelyareestimatedfortheyearasawhole.Perceivedasacheapersourceofentertainmentforfamilies,cinemaaudiencesoftenpickupduringtimesofrecession.Thismayhavehelpedrestricttheyear-on-yeardeclineinUScinemaadvertisingspendduringtherecessiontojust3%in2009.

europe

AdvertisingexpenditureinEuropereachedUS$156.4billionin2008,whichamountedto3.5%growthyear-on-year(or–0.2%whenadjustedforinflation).Theregionmaintaineditsshareofglobaladspendatjustover31%in2008.

ButacrosstheEuropeanUnion,theIMFforecastsanaveragecontractioninGDPof4.2%for2009,andjust0.5%growthfor2010.

Theoutputdeclineacrosstheregionwasdrivenbyacombinationoffallingdomesticdemand–especiallyinvestment–andshrinkingtrade.ThedownturninexternaltradehitGermanyhard,whiletheFrencheconomy,whichislessexport-drivenandmorereliantonthepublicsector,waslessaffected.

Ireland,SpainandtheUKwerehitbysharpfallsintheirhousingmarkets.ThelattertworemainedinrecessioninQ3,whileIrelandpostedoutputonaparwithQ2.

FiG3:Middleeastadspendsawremarkablegrowthin2008

Source: www.warc.com/dataNote: Constant 2005 prices.

adspend growth 2008, by region

-15

-10

-5

5

10

15

20

25

y/y

% c

ha

nge

World

North America

Europe

Asia/Pacific

Latin America

Africa

Middle East

0.2

12.7

14.0

19.4

-9.0

-4.6

-0.2

www.warc.com/dataConstant 2005 prices. Dotted line and hashed bars represent forecast periods.

total global adspend, 1999–2008

-15

-10

-5

0

5

10

15

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000

y/y % change

y/y

% c

ha

nge

us$

mil

lio

ns

19992000

20012002

20032004

20052006

20072008

20092010

Global Adspend, us$ millions

Source:Note:

FiG1:Adgrowthforecastafterheavyglobaldownturn

www.warc.com/dataSource:

0%

20%

40%

60%

80%

100%

19992008

Middle EastAfricaLatin AmericaAsia/PacificEuropeNorth America

49.3

29.5

15.7

0.8

0.6

1.3

0.9

share of global advertising expenditure by region

4.1

34.8

32.0

25.2

5.9

FiG2:northAmericaloses15%ofglobaladspendsharein10years

20 21

AverageeconomicoutputacrossCentralandEasternEuropeisbelievedtohavefallenby5%in2009mainlyduetoadropincapitalinflows.RecoverywilldependontheemergingEuropeanmarketsadaptingquicklytotighterexternalfinancingconstraints.TheonlycountryintheregiontobuckthistrendwasPoland,whichpostedgrowthineveryquarterof2009.

Ofthe19EuropeanadvertisingmarketsthatWarcforecasts,12areduetopostspenddeclinesinexcessof10%whentheactualfullyear2009adspenddatahasbeencollated.Morethanhalfthemarketsarepredictedtohaveexperiencedfallsofmorethan15%inadspendduring2009.Byfartheworsthit,theSpanishadmarketwillbedownbyabout23%in2009.

TheinternethasmadehugeinroadsintheEuropeadvertisingmarket,andthemediumisparticularlydevelopedintheUKandDenmark,whereitboasts28%and30%sharesrespectivelyoftotalnationaladvertisingbudgets.

Acrosstheregionasawhole,theinternetaccountedforanestimated17%ofadvertisingexpenditurein2009.Thehugegrowthratesininternetadvertisingseenpre-recessionareunlikelytoreturnformostEuropeanmarkets.

Indeed,2009willhaveseenacompletereversalofthistrend,withseveralEuropeanmarketsreducingspendontheinternet.Overall,internetadspendisforecasttohavegrownby3.8%acrosstheregionin2009.

Asia-pacific

Slowlybutsurely,AsiaPacific’sshareofglobaladvertisingexpenditureisrising.In2008theadmarketgrewnearly17%(12.7%inrealterms)toaccountfornearlyaquarteroftheglobaltotal.Astheregion’sshareofthetotaladvertisingpierose,thatofNorthAmericafell.

However,theexport-ledeconomiesoftheAsia-Pacificregionsufferedalongwiththerestoftheworldin2009.GDPinJapan,theregion’sbiggesteconomy,wasforecasttohaveshrunkin2009alongwiththeeconomiesofTaiwan,KoreaandSingapore.

Asia-Pacificwillstillhaveachievedhighereconomicgrowththananyotherregionin2009.BothChinaandIndiaareoncourseforsolidyear-on-yearincreasesineconomicactivityin2009,whiletheASEAN-5(Indonesia,Malaysia,Philippines,ThailandandVietnam)andAustraliaarepredictedtopostmoremodestgrowthofupto1%.

China’seconomywasrankedthirdworldwidein2008,behindtheUSandJapan.Witheconomicgrowthof8.5%expectedin2009,andaftertheturbulentyearthathashittheadvancedeconomies,itishighlylikelythatChinawillhaveovertakenJapantotakesecondplacewhenallthedataiscollated.

China’sadvertisingmarket–worthUS$45billionin2008andrankedsecondintheworld–hasbeengrowingatafastpaceoverrecentyearsandissetforan8–9%upturnin2009.

India’sadmarketisdestinedtogrowatafasterpacethanthatofChinain2010,aftergrowingatasimilarratein2009.Inboththesemarkets,advertisingwilloutpaceeconomicgrowthforsomeyearstocome.

Japanhasfacedfurtherset-backsinbothitseconomyandadvertisingmarketin2009,afterlossesonbothfrontsin2008.Economicrecoveryisalreadyunderway,andtheeconomyshouldfinish2010upby1.7%.TheimpactofthedownturnonJapaneseadvertisingexpenditurehasbeensignificantanditwilltakelongertorecover–alossof10.5%ispredictedfor2009.

AcrossAsia-Pacific,totaladvertisingexpenditurewillexpandbyanestimated3%in2009andpickupagainin2010,withariseof7–8%,whenmostoftheregion’smediaarelikelytopostdouble-digitincreases.

FiG4:Anotheryearofdeclineforecastforeurope

5.0

-5.0

-10.0

10.0

15.0

-15.0

80

60

40

20

100

120

02000

20012002

20032004

20052006

20072008

20092010

european adspend 1999–2010

Source: www.warc.com/dataNote: Adspend data is at current prices and is representative of

the 19 European countries covered in the source report. This accounts for the larger decline shown here for 2008 than is depicted in fig 3, which covers more European markets.

�$ b

illi

on

s

y/y

% c

ha

nge

y/y % change Adspend, $ billions

latinAmerica

BrazilistheleadingadeconomyinLatinAmerica,helpingtheregiontoexpandtotaladvertisingspendby15%in2008(11%inrealterms).LatinAmerica’sshareofglobaladvertisingin2008was7.7%.

LatinAmericawasaffectedbyweakexportmarketsoverthepastyear.Somemarketswerehitharderthanothers.Whenthefulldataareavailable,theeconomiesoftheregionareexpectedtohaveexperiencedanaveragecontractionof2.7%in2009,withMexicodraggingtheareadownwitha7.3%dropineconomicactivity.

Brazilhasfaredreasonablywell,withjusta0.7%lossanticipated.Mostcountriesshouldregistersolideconomicgrowthaveraging3%in2010.

Generally,advertisingintheregionhasfollowedthecourseofnationaleconomies.TheoverallLatinAmericanadvertisingmarketisexpectedtoshrink,oratleastshowverylittlegrowthin2009,butrecoverquicklytogrowaround10%in2010.Brazil’sadmarketshouldbuckthetrendin2009andgrowaround3%.

Brazil’stelevisionmarketisthefourthlargestintheworld,accountingforover60%ofthecountry’sadexpenditure.

TheLatinAmericanmarketsarealsosomeoftheheaviestusersofsocialnetworksintheworldintermsofpercentageofactiveinternetusers.Brazilrankshighestintermsofreach,with83%ofitsactiveinternetpopulationengaginginthismedium.Asanadvertisingmedium,theinternetissettogrowbyroughly25%intotalinLatinAmericaduring2010–fasterthananyotherregion.

MiddleeastandAfrica

Accountingforjustover2%ofglobaladspendbetweenthemin2008,thesetworegionshavehugegrowthpotential,bothintermsofadvertisingandtheireconomies.IntheMiddleEast,advertisingexpenditurerosenearly24%in2008,whileinAfricaitfell1%(+19%and–5%inrealtermsrespectively).

In2009,thefinancialdownturnhadmajorrepercussionsintheMiddleEast,particularlyintheGulfStates–aregionalhubforfinancialservices.GDPinthisregionisneverthelessexpectedtobeup2%yearonyear,risingtoaprojectedgrowthof4.2%in2010.

Africalostsomeofitsgrowthmomentumin2009.Asthecountrymostintegratedintoglobalfinancialmarkets,SouthAfricawillbetheonlyeconomyintheregiontoshrink–byapredicted–2.2%in2009.Theregion’shighestgrowthwillbeseenintheHornofAfrica,encompassingEthiopiaandtheSudan.

TelevisionisthemediumofchoiceforadvertisersintheMiddleEast–itwillhavetaken50%ofalltheregion’sadspendin2009–andTV’sshareoftotaladvertisingexpenditureisgrowing.Internet,meanwhile,takesjust1%oftheregion’sadspend,butissettogrowatanaveragerateof35%(CAGR)overthenextfiveyears.ThegrowthoftheinternetdependsonpenetrationratesincreasingacrosstheMiddleEastandAfrica.Insomecountriesintheregion,internetpenetrationismorethan50%;inothers,itiscloserto30%.

SouthAfricaexpectslossesthisyearinitsadvertisingmarket–thelatestprojectionbyMagna,themediabuyingnetwork,isforadeclineof4%,withallSouthAfricanmediaexcepttheinternetsuffering.

22 23

AssoCiAte membeRs

oRdinARy membeRs

• AGBnielsenMediaresearch(M)SdnBhd

• AcornMarketing&researchConsultants• AerohawkAirSdnBhd• Astro–MediaSales• Bates(Malaysia)SdnBhd• BBdoMalaysiaSdnBhd• BigTreeoutdoorSdnBhd• CdAdvertisingSdnBhd• CreativeSouls• draftfcbSdnBhd• dynamicSearchSdnBhd• eurorSCGpartnership(M)SdnBhd• eSpnSTArSports• Fifty-nineCorporation(M)SdnBhd• expomalinternationalSdnBhd• GMeAdvertising(M)SdnBhd• GoldenScreenCinemasSdnBhd• hi-QMedia(M)SdnBhd• integratedinformation(M)SdnBhd• lifepublishersBhd• klMultimediaSdnBhd• McCann-erickson(M)SdnBhd• MediaMappersincSdnBhd• MergeMediaholdingsSdnBhd• Mongoosepublishing(M)SdnBhd• nanyangSiangpauSdnBhd• nFoworldGroup(M)SdnBhd• ogilvy&Mather(M)SdnBhd• platinumAdvertisingSdnBhd• posAdSdnBhd• prSproductionsSdnBhd• publicisCommunicationsMalaysiaSdnBhd• reader’sdigestAsiapteltd• researchinternationalAsia(M)SdnBhd• ritzkBnMBAdsSdnBhd• runcitMediaSdnBhd• SabahpublishinghouseSdnBhd• SinChewMediaCorporationBhd• SistemTelevisyenMalaysiaBhd• Starpublications(M)Bhd• StrassMediaSdnBhd• TaylornelsonSofresMalaysiaSdnBhd• ThenewStraitsTimespress(M)Bhd• TheSarawakpressSdnBhd• UnitedBorneopressGroupSdnBhd• UtusanMelayu(M)Bhd• VisionFourMediaGroup• VCpublications(M)SdnBhd• womenpublications(M)SdnBhd• yTlinfoscreenSdnBhd

• AllianceCosmeticsSdnBhd• AlstompowerAsiapacificSdnBhd• Americanexpress(M)SdnBhd• BataMarketingSdnBhd• Babaproducts(M)SdnBhd• BerjayaTSManagementSdnBhd• BousteadpetroleumMarketingSdnBhd• CadburyConfectionary(M)SdnBhd• CarlsbergBreweryMalaysiaBhd• Celcom(M)Bhd• Coca-ColaFareastltd• Colgate-palmoliveMarketingSdnBhd• ContinentalSimeTyreMarketingSdnBhd• CotraenterprisesSdnBhd• kraftMalaysiaSdnBhd• dApATVista(M)SdnBhd• drB-hicomSdnBhd• FFMBhd• GlaxoSmithklineConsumer

healthcareSdnBhd• GoodyearMalaysiaBhd• GoldenArchesrestaurantsSdnBhd• GuinnessAnchorMarketingSdnBhd• hotelnikkokualalumpur• hSBCBankMalaysiaBhd• inforlaxisTechnologySdnBhd• Johnson&JohnsonSdnBhd• JTinternationalTradingSdnBhd• Julie’spromotionSdnBhd• MedaincBhd• leolaris(M)SdnBhd• l’orealMalaysiaSdnBhd• MalaysianAirlineSystemBhd• MalaysianMobileServicesSdnBhd• MarsFoods(M)SdnBhd• MitsubishiMotorsMalaysiaSdnBhd• MnCConsultingSdnBhd• MonaxisSdnBhd• nestleproductsSdnBhd• danonedumex(M)SdnBhd• panasonicMalaysiaSdnBhd• parksonCorporationSdnBhd• pensonicSales&ServiceSdnBhd• permanisSdnBhd• perusahaanotomobilkeduaSdnBhd• petronasdaganganBhd• BpCastrollubricants(M)SdnBhd• procter&Gamble(M)SdnBhd• publicBankBhd• Quakerproducts(M)SdnBhd• QSrBrandsBerhad• reAdAdvertisingSdnBhd• rhBCapitalBhd• resortsworldBhd• royalSelangorinternationalSdnBhd• Saralee(Malaysia)SdnBhd• ScomiGroupBhd• ShhresourcesholdingsBhd• Spicerspaper(Malaysia)SdnBhd• TelekomMalaysiaBhd• TradewindsCorporationBhd• TuneMediaSdnBhd• TuneVenturesSdnBhd• UMwholdingsBhd• Unilever(M)holdingsSdnBhd• Unza(M)SdnBhd• VolkswagenGroupMalaysiaSdnBhd• yeohiapSeng(M)Bhd

malaysia Advertising expenditure Report

MediaAdspendbyQuarter(2008—2010)Media:Terrestrialtv,Newspaper,Magazine,Radio,Cinema,Outdoor,PointofSale,InternetSource:NielsenAdvertisingInformationServices(ais)Currency:rm’000

notes:1. Nielsenmeasuresadvertisingspendingbasedonpublishedratecards.

Outdooradvertisingisbasedonactualbillingsbyfivemediaoperators.2. Nielsenmeasuresadvertisingspendingonterrestrial(free-to-air)

televisiononly.3. Internetadspendisbasedonsubmissionsfromthefollowingwebsites

i.e.msnMalaysia,YahooMalaysia,ForbesMalaysia,Utusansites,SinChewsitesandTheStarsites.

2008

Q1 Q2 Q3 Q4

Terrestrialtv 415,996 531,556 592,784 620,911Newspapers 802,909 841,367 871,215 805,341Magazines 33,522 38,856 38,873 44,865Radio 61,168 73,574 79,649 76,950Cinema 5,221 6,314 7,001 8,861Outdoor 23,887 23,753 22,529 25,724PointOfSale 18,869 19,311 18,031 17,724Internet 6,667 8,299 10,622 7,681

GrAndToTAl 1,368,240 1,543,030 1,640,705 1,608,057

2009

Q1 Q2 Q3 Q4

Terrestrialtv 431,580 569,994 707,363 737,598Newspapers 738,344 820,355 910,623 938,504Magazines 30,289 33,975 34,168 41,112Radio 69,502 85,961 104,054 102,302Cinema 5,064 5,367 6,751 5,313Outdoor 28,602 26,601 28,085 28,962PointOfSale 19,749 21,003 22,790 22,759Internet 7,290 9,429 9,963 13,764

GrAndToTAl 1,330,419 1,572,685 1,823,798 1,890,315

2010

Q1

Terrestrialtv 585,610Newspapers 852,385Magazines 31,843Radio 84,540Cinema 4,379Outdoor 29,441PointOfSale 23,374Internet 9,880

GrAndToTAl 1,621,453

membership

24

1 ToenableMembersthroughtheAssociationtospeakwithonevoiceandactwithonepurposeonadvertisingmatters.

2 Holdingmeetingsforthediscussionofmattersofinteresttomembers.

3 Promotingoropposinglegislativeandothermeasurescapableofaffectingadvertisersasabody.

4 Providinganofficialvoicewherebymemberscancollectivelymakeknowntheirwishestomediaownersandadvertisingagents(eitherasindividualsorassociations)andtherebyseekrecognitionofjustclaims.

5 Tomaintaingoodrelationswithallotherbodiesandorganisationsconnectedwithadvertisingasawholeorforanyparticularpurposeandtocooperatewiththemforthebenefitofadvertising.

6 Prosecutingordefendinganysuits,applicationsandproceedingsbeforeanycourtortribunalwhatsoeverasmaybedeemednecessaryorexpedientintheinterestoftheAssociationoritsmembers.

7 ToraisefundsbymeansofsubscriptionsofMembersandleviesonMembersorotherwiseforallthepurposeandobjectsoftheAssociationinsuchamountsandinsuchmannerasisprovidedforintheRules.

8 Topromote,hold,sponsororassistinthepromoting,holdingorsponsoringofExhibitionsofadvertisingmatterorconnectedwithsuchotherobjectsasmaybeconsideredbytheCounciltobealliedtoorinconformitywithalloranyoftheobjectsoftheAssociation.

9 Advocatingthecompleteandaccuratedisclosureofcirculationfiguresbyproprietorsofallprintedadvertisingmediaandofaudienceorviewersbyproprietorsofradio,film,theatreslideandout-doormedia;andsupportingtheestablishmentofanAuditBureauofCirculationandCirculationsAuditBoard.

10 Promotingtheeliminationoffraudulent,untruthful,misleadingorotherwiseobjectionableadvertising,increasingtherebythepublicconfidenceinadvertisingandinadvertisedgoodsandservices.

11 Advocatingthestandardisationandsimplificationsofadvertisingratecards.

12 Enteringintoanyaffiliationwith,orpromotingorassistinginthepromotionofanyassociation,havingobjectssimilartothoseoftheAssociation,orcalculatedtobenefitgenerallythemembersoftheAssociation.

13 Printingandpublishingnewspapers,magazines,periodicals,newslettersandmemorandaforthespreadingofinformationonanymattersrelatedtotheobjectsofthisAssociation,andforotherlikepurposes.

14 Beingatalltimesofcontinualservice,andsupplyinginformationtomembersonallmattersgermanetoadvertising.

15 InvestingthefundsfortheAssociationinsuchmannerandininvestmentsofsuchkindandnatureastheCouncilmaythinkfit.

16 Actingasarbitratorormediatorinthesettlementofdisputesarisingoutofadvertisingtransactions.

17 Toorganise,promote,sponsorandparticipateineducationalandtrainingprogrammesinadvertisingandrelatedfields,eitheronitsownorjointlywithacademic,vocational,culturalandprofessionalorganisations.

18 GenerallytopromotefurtherandprotectthemutualinterestsofMembersandtodoallsuchotherlawfulthingsasareormaybeincidentalorconducivetotheattainmentoftheaboveobjectsoranyofthem.

Aims and objectives of mAA

tRibute:

yAsmin AhmAd — the eteRnAl optimist

the raw material of the cinema is life itself – satyajit ray.

ThelateYasminAhmadstoodastrideadelicatelinebetweenmakingadvertisementsandstatements.Inadisciplinethatdemandsacorrelationbetweencommunicationsandbottomlinesales,Yasmin’sbreakthroughworksforPetronasdefiedconventionsandinturn,challengedMalaysianstopursuepersonalidealsthatweretiedtoacommonagenda.

Racialdiversitywasverymuchthecoloursthatconqueredhercanvass.ThetelevisioncommercialsthatPetronascommissionedfromLeoBurnett–whereshespentjustoveraquarterofacenturyasacreativedirectortoexecutivecreativedirector–regularlyarousedtheinterestofallMalaysians.Yasmin’sadvertisementsandmoviesdealtwithaspirations,relationships,traditions,feelingsandacceptance.Theydealtwith‘whatitshouldbeliketobeMalaysians’.

Theyalso,asYasmin’sdetractorshabituallydismissed,dealtwithquixoticdreams.Butthiswouldbedistractingfromthefactthatshewasendeavouringwithinamedium–atleastinMalaysia–thatcustomarilydidnotpermitsuchloftyideas.Therewerenottoomanyadvertisementsthatdaredtograspopinionsorlocatethemonahighwireinasingularactofassertivenessandfactual.Yasmin’scommercialsquestionedourveryvaluesandcorrectedourmisconceptionsonthem.

Multiculturalismanditsrelatedtensionsareboundtoobscurethewaywerelatetoeachother:stereotypingwasrampant,aswasdistrust.ThePetronascommercialsthatwereairedduringthemajorfestivalsinMalaysia–asideshowthatgraduallyevolvedintoanintegralpartoftheoccasionsthemselves-andNationalDay,illustratedaninvinciblebutsharedbondbetweenMalaysians.

Theydemonstratedthepowerofadvertisementstocajoleustothinkandtheywereoftenthetemporalbalmtothecorrosiveenvironmentinwhichourcommunityhasbeenplaced.ThereisnodoubtthatYasmin’sground-breakingeffortspositionedlocaladvertisementonanelevatedplatform.Commercialsbecametalkingpoints-theynolongerreliedonthegimmickrythatmadethemclick–andsetanewbenchmarkfortheindustry.

Inaconscientiousmanner,heradvertisementsprovokedviewsonascalethatwaspreviouslyunchartedintheprofession.Inthefivefilmsthatshedirectedbetween2004and2009,Yasmincontinuedtoexploreinterfaithdialogues.HerswasacommitmentthatwasbornoutofhersensitiveobservationsoftheMalaysianlife,whichwerereinterpretedtofitintoherprinciplesandbeliefs.

Aspirations,relationships,traditions,feelingsandacceptance:thesewerealwaysintheheartofYasminAhmad.Letustakethemfurtherinhermemory.

yasminAhmad:January7,1958–July25,2009

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