The Star Online: Business
The Star Online: Business |
- Borhan is president for 8 terms
- MSA receives record number of entries
- Ad agencies need to adopt new approaches to manage Generation Y workers
| Borhan is president for 8 terms Posted: 03 Jun 2011 07:37 PM PDT Saturday June 4, 2011DATUK Borhanuddin Osman (pic), AMP Radio Networks executive director, has been elected as president of Commercial Radio Malaysia (CRM) for a record-setting eighth term at its recent AGM. CRM, the representative association of 19 Malaysian commercial radio operators, says in a statement that Borhanuddin, has held the top post since 2004. The other elected key posts are BFM's Malek Ali as vice-president, Best 104's Bakhtiar Arshad as secretary, and Media Prima's Seelan Paul as treasurer. "Our growth as an industry is largely due to the commitment and single voice of our members," reasons Borhanuddin. "The future of radio is closely aligned to integration across multiple platforms. This is an exciting phase as radio transforms itself as a medium on the go." |
| MSA receives record number of entries Posted: 03 Jun 2011 07:36 PM PDT THE Media Specialists Association (MSA), which is organising the 7th annual Malaysian Media Awards (MMA) this year, may have its hands full with the number of entries that it has to evaluate. MSA organising committee chairman Andy Miller, who is also Vizeum Malaysia chief executive officer, says it has received 335 submissions this year - which is a record. "I am surprised that we achieved a new record in terms of the number of entries after seven years. "There are so many award shows out there but the fact that we've seen so many entries this year, shows that this (MMA) is the award that people want to enter," Miller tells StarBizWeek. Last year's MMA attracted some 250 entries. Miller believes that submissions were lower last year as the country was still recovering from the global economic downturn. "It's great to have more submissions but that's not the most important thing. What's important in the quality of the entries," Miller adds. Miller, who has been MSA's chairman for three years, says standards have been improving over the years. "The reason the MMA was put together is to show clients how affective advertising campaigns can be. It's about improving the standard of work and to recognise the media planners in our industry." According to Miller, entries are judged on media strategy (40%), the execution of the strategy (30%) and the results received for the brands involved (30%). Miller says MSA will strive to improve the level of transparency for the judging process. "We will have an external auditor and 30 judges to help eliminate any amount of bias. Even I, as the chairman, will not know the results of the event until the night of the awards." To further improve transparency, the MSA is also inviting representatives from the Malaysian Advertisers Association (2As) and the Association of Accredited Advertising Agents (4As) to join the judging panel. "Both the 4As and 2As will provide three judges each," says Miller, adding that judging will comprise two stages. "First the judges will go through the entries and shortlist them based on categories. Next, the entries will be scored and submitted to our auditing firm." This year's awards will see the same number of (12) categories as last year, namely the Best Use of Television, Newspapers, Magazines, Radio, Digital (online/interactive/mobile), Digital Search, Sponsorship, Out of Home Media, Point of Sale, Branded Content on TV, Small Budget (under RM100,000) excluding digital and Integrated Media Campaign. The closing date for submissions was on May 20 with late entries allowed until May 27. Judging of the MMA will be conducted on June 17, followed by the awards on July 1. On the plan to disallow submissions to MMA if they include publications that are not audited by the Audit Bureau of Circulations (ABC), Miller says: "We're supportive of it. In the future, we're looking at seriously considering supporting the ABC on this." Going forward, Miller hopes that there will be more online-based entries. "Going digital is the trend and it's critical for the vast majority of (advertising) campaigns today. If you're not going to produce digital work, you're going to miss out on a large portion of the audience out there." Full Feed Generated by Get Full RSS, sponsored by USA Best Price. |
| Ad agencies need to adopt new approaches to manage Generation Y workers Posted: 03 Jun 2011 07:35 PM PDT Talent is a pressing issue in the advertising and media industry and yet many agencies are not doing enough to retain talent or upskill their employees. Calling for the need to provide comprehensive training programmes, PHD Asia-Pacific chief executive Cheuk Chiang says the approach taken by ad agencies to manage Generation Y workers also needs to be reviewed. "Our biggest asset is our people and the industry has not been doing enough to retain talented staff. The industry has a churn and burn' mentality. Many media and ad agencies recruit the younger staff and do not provide sufficient training to retain them, resulting in them leaving for other jobs. "Generally, ad agencies are not also doing enough to nurture Gen Y staff to help them excel via the necessary training programmes,'' he says in an interview. Baby boomers and Gen X basically do not understand how Gen Y behave and many labelled them as being "spoilt" and "opportunists." Cheuk says Gen Y are into new experiences and agencies should offer them opportunities to climb up the ladder of success. PHD is a global media and communications agency and part of the Omnicom Media Group. Under the group, various training programmes are offered to boost talent in areas like presentation and negotiations, finance, digital , branded content and other relevant areas. On media trends, he adds there is a convergence of the different media with continued growth in digital media (especially social media and mobile) and branded content. The importance of digital media can be seen through its ability to be accountable and reach a broad audience whilst branded content on television is effective in engaging with customers because it connects brand with consumers in an entertaining way, he notes. Cheuk says the agency has been able to secure the best talent globally not only in digital media, but also in social media, mobile and the development of branded content because of the work it does. For example, the agency's involvement in the "unbeatable" content campaign to promote Unilever's Clear shampoos was well received worldwide. In China, a third of the population watched the mini series, he says. PHD's strategy for growth in Malaysia is to consistently deliver great ideas to help promote its clients' brands effectively. The agency's strength lies in its new approach to communications planning or ETNA - Exploration, Thought leader, Neuro planning and Action planning. Exploration involves a thorough understanding of the task. It also involves consumer, brand, category and cultural insights. Thought leader is a communications strategy that provides direction across all touch points, while Neuro planning revolves on influencing behaviour via communication channels. Action plan is designed to create commercially viable ideas for execution. On the outlook of the advertising expenditure this year, Cheuk says ad spend in areas like technology and travel is on the rise with consumer confidence returning to the market. Full Feed Generated by Get Full RSS, sponsored by USA Best Price. |
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