The week in review: Malaysia Airlines’ ‘Bucket list’ blunder | Dr Who same-sex ‘kiss’ cut for Asian audiences | Agency trading desks take kicking by global advertisers | Reitermann takes reigns of Ogilvy China | More power for Leo Burnett CEO Jarek Ziebinski

Mumbrella Asia logoIn a week in which the BBC cut out a scene from Dr Who featuring two females touching lips to get passed Singapore’s media regulator, Ogilvy appointed a new China CEO, BBH mocked tech obsession with the launch of Ikea’s new catalogue, and a Malaysia Airlines ran a things-to-do-before-you-die promotion.

Story of the week

Malaysia Airlines scored another marketing own goal this week, just days after it introduced a Facebook promo for flights to Langkawi that began with the words “Burned out and tired?” The airline, which is attempting to pick itself up after two catastrophes, launched a promo – which it later altered – called ‘My Ultimate Bucket List’, which gave travellers the chance to win free flights in a bid to fill empty seats.

Quotes of the week

Hiro FujitaHiro Fujita, an ALS sufferer and planning director at McCann Japan, talked about the secrets to what make the ALS Ice Bucket Challenge so successful in a piece on Mumbrella. He also said:

Here is a dream. What if the next great award shows, Spikes Asia, AMEs, Cannes, put aside a day and asked all the attendees to build an agenda to build off the IBC and create the next great social movement to stop ALS.

A commenter on Mumbrella going by the name of The Scoop wrote beneath a story about Arcade selling an equity stage to Publicis Worldwide:

You do realise this might be a move to take on the SIA account which should be up for pitch fairly soon, after years of invisible advertising by its present agency. The current CEO of Publicis Singapore used to run the account at TBWA, plus Arcade brings in some ex SIA creatives and the Singapore girl creator Ian Batey, which makes this a perfect marriage of convenience. You heard it here first.

Piotr Jakubowski, head of digital at VML Qais Indonesia, tweeting from an event on content in Singapore today:

Most global CEOs sit in the US or Europe and just talk about how important Asia is without really understanding it.

The BBC cut a same-sex kissing scene from an episode of Dr Who because of broadcast regulations in Singapore. The BBC said:

In order to comply with broadcast regulations in Asia where our BBC Entertainment channel airs, BBC Worldwide made a brief edit to the first episode of Doctor Who series eight, but did so without detracting from the storyline.

It was an awful invasion of privacy for Jennifer Lawrence to have her nude pictures stolen and put on the internet. But was it bad PR for her? Tony Ahn told Mumbrella this:

I don’t think in the long run it helps nor hurts her. If she was naked and torturing a cat it would be a different story.

Trading desks: more or less transparent  than ‘traditional’ trading methods?

Trading desks: more or less transparent
than ‘traditional’ trading methods?

It appears big-spending advertisers are going off agency trading desks, according to research from the World Federation of Advertisers. The head of global media at drugs giant Boehringer Ingelheim, Mark Butterfield, said:

We have little or no clear understanding of what percentage (of digital spend) is being delivered to the media owner and what is being taken in fees from either the agency or middle men. There needs to be clarity in the value chain otherwise clients will continue to question the validity of the digital buy.



In an article by Campaign Asia magazine about why Asia needed to stop “playing it safe” if the region is to produce more award-winning work, Merlee Jayme, the creative chief behind the Cannes Grand Prix-winning Smart TXTBKS campaign for Filipino agency DM9, was quoted as saying:

The secret was that it was a genuine campaign that answered a real need. We didn’t do it for awards, we did it to solve a problem back home.

BalkiLowe Lintas India boss and creative chief R. Balki was clear in his views on advertising awards.

We don’t enter awards. If the global team thinks our work is worth entering, then they’ll do it on our behalf. But we don’t enter awards. We don’t approve of how awards are judged. The advertising industry needs a credible awards show, but the ad world hasn’t cracked it yet.

Best work

Bar-B-Q Plaza. Yet another beautifully observed ad from Thailand urges young Thais to live for the moment.

MTV Exit. Powerful stuff from the creators of the hit viral Dumb Ways to Die, McCann Australia, to raise awareness about people trafficking and exploitation.

HomePro. Horrors in a toilet bowl.

Ikea. Introducing the ‘Bookbook’, also known as the 2015 Ikea catalogue. Cute parody of our obsession with digital technology from BBH.

Under Armour. Brazilian supermodel Gisele Bündchen kicks ass as insulting remarks she often hears about her appear on the wall behind her. Just watch this go viral.

New Balance. Jonathan Lee, the Taiwanese singer song writer, plays along side the maker of New Balance trainers.

Sony. To promote the Xperia C3 mobile phone, Sony introduces the ‘Pet selfie’ concept to Hong Kong.

Lee Jeans. The brand’s mascot, in the form of a toy doll, tours Shanghai to mark Lee Jeans’ 125th anniversary.

Worst ad

Refa. What on earth this thing is for is not exactly clear, but footballer Cristiano Ronaldo and his lady friend ensure it looks fairly dodgy. Now showing with startling frequency in living rooms in Hong Kong.

Best-read story on Mumbrella

So, Kotex. Chinese men are less reliable than a sanitary pad and women are just pussies?

Good week for…

JWT. Won the global consolidated advertising business for Indian conglomerate Tata.

Jarek Ziebinski

Jarek Ziebinski

Jarek Ziebinski. The APAC CEO of Leo Burnett was handed extra responsibility for Greater China after Eddie Booth stepped down.

Baidu. The company unveiled the technology China had been waiting for: smart chopsticks, which can test for food safety scares.

Chris Reitermann. The German was handed the role of CEO of Ogilvy China.

Omnicom Media Group. PHD won the Hong Kong Jockey club media account from OMG sibling OMD, Campaign reported, ensuring that the business went out one door and back in the other.

Vice Media. The company received $250 million to pump into its global expansion plans.

Bad week for…

Agency trading desks. They took a hammering in a report by the World Federation of Advertisers, which suggested that advertisers serious think about moving their business elsewhere.

Singapore’s media regulator. That the BBC had to delete a scene from family drama Dr Who in which two females touch lips so that one can be saved didn’t do Singapore’s reputation for tolerance a favour.

Apple. Leaked nude photographs of celebrities such as actress Jennifer Lawrence implicated the mega brand’s iCloud system, although Apple has said that iCloud security was not at fault.

Pic: Ben Black, Twitter

Pic: Ben Black, Twitter

The Daily Mail. The British paper felt the need to ensure readers exactly what the “cloud” is about in the wake of the celebrity photo hacking scandal. “What is the iCloud? And should you trust it with your family pictures?”, the paper wrote. “First things first: It’s “not an actual cloud.”

Malaysia Airlines. As described above, the airline used the phrase ‘Bucket list’ in a promotion to fill empty seats.

Fox News. The network was accused of “Islamaphobia” by the Asian American Journalists Association. In a segment on the murder of American journalist James Foley, co-host Andrea Tantaros said: “They’ve [Muslims] been doing this for hundreds and hundreds of years if you study the history of Islam. This isn’t a surprise. You can’t solve it with a dialogue. You can’t solve it with a summit. You solve it with a bullet to the head.”

Prediction for next week

Unilever wins advertiser of the year at mobile marketing awards the Smarties, having dominated the shortlist.


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