The week in review: Sexism in Singapore’s adland | Agency bosses on Twitter | Coke crowdsources ad | Iris sells to Cheil | Ken Mandel exits Hootsuite | Burnett Singapore loses ECD | Is a regional content hub an oxymoron?

Mumbrella Asia logoIn a week in which a video that opposed duck hunting generated 89 million views in 10 days, Coke crowdsourced ads in China, Ken Mandel left Hootsuite after just over a year, Cheil bought a chunk of Iris, Campaign unveiled its agency of the year winners for Korea, Japan and ANZ, and Singapore Press Holdings said no questions were allowed in its invitation to the media to cover its AGM.

Story of the week

Michelle TanIs nominating someone for an industry award on the basis that they are a “MILF” and a “visual treat” for the creatives excusable because the nomination was meant to be tongue-in-cheek? Singapore’s advertising industry body, the 4As, thinks so, it emerged today. Gender equality group AWARE does not. “Even if it is meant as a joke, or if the nominee herself does not mind, it sends a clear message to everyone in the industry about how women are viewed and valued – based on appearance, not professional contributions,” the group said.

It was also a good week for the likes of M&C Saatchi, which was named Campaign Asia magazine’s agency of the year for Australia, and TBWA\Hakuhodo, which won AOY in Japan. The results were revealed today.

Quotes of the week

In the comment thread beneath an opinion piece written by Melissa de Villiers about how Singapore can become a content hub for Asia, ‘Geoff C’, who has lived in Singapore and Thailand, was not convinced, because of the region’s diversity of languages and tastes:

A regional content hub is an oxymoron.

Damien Cummings, Asia CMO at Philips, responded to a piece by Mumbrella that revealed the inactivity of most media and advertising agencies bosses on Twitter.

Brands rely heavily on agencies to provide digital insight and advice, so it seems ridiculous that agency leaders aren’t embracing platforms like Twitter, and then cascading this through all levels of their organization. Brands are paying agencies big bucks for digital and want to see this advice comes from real experience. Having a basic social media presence, including Twitter and LinkedIn, is the basic foundation for this. I’d like to see less talk and more action – show you understand these platforms, demonstrate you can empathise with consumers and prove you can “eat your own dog food”.

In the same comment thread, Jane Wong wrote:

Colleagues in the industry still lack the understanding to view social networks as anything other than broadcast vehicles rather than the chat and engagement zones they represent. It takes patience to cultivate a following that is engagement oriented. With this in mind some feel stumped when it comes to content.

Those who provide content for brands often feel too information overloaded to put much into personal Twitter accounts, and the most prolific there usually have others tweeting on their behalf.

IDavid Ogilvy quoten a following debate on Twitter about whether agency bosses should be more active on Twitter, We Are Social’s Simon Kemp tweeted this quote from David Ogilvy.

Michelle Hutton, the global head of consumer at PR agency Edelman, said in a speech in Sydney that public relations should take on creative and try to lead the industry. She said:

The solution to every problem is not a new advertising campaign. We need real solutions to solve real problems.

Singapore Press Holdings invited the media to cover its annual general meeting. But the media are not allowed to ask questions. Mumbrella was told:

There won’t be interviews nor questions permitted before or after the AGM.

Best work

Animals Australia. How to create a video that opposes animal cruelty without horrifying people. This video might just be the most viewed piece of brand content ever in APAC.

Airbnb. TBWA\Singapore created this global ad for the flat-sharing site, apparently with one shot without using computer graphics.

Toyota. A copy of Honda’s ‘Cog’ classic? The agency has unsurprisingly denied that it is.

P&G. Giving Malaysian mums the gift of time.

XL. How to become a better version of yourself?

Benetton. The hardhitting advertiser has turned its attention to violence against women.

Joe Boxer. A festive way to promote a boxer shorts brand, with musical stomachs.

Worst ad

Durex Malaysia. The condom brand will be hoping that Malaysians are feeling generous having asked them to share this video to help an AIDS charity.

Best-read story on Mumbrella

Japan is the world’s strongest country brand: FutureBrand study 

Good week for…

Yahoo!. The struggling internet giant acquired start up photo app maker Cooliris.

Cheil. The Korean network extended its reach and the diversity of its client base by buying part of Iris Worldwide, a London-based integrated marketing network.

PropTiger.com. The Indian property website sold a minority stake to News Corp for US$30m.

Mickey Zhang. She was promoted to China MD of GroupM’s programmatic buying arm, Xaxis.

Daily Mail. The company’s news website, Mail Online, which is the world’s most popular, now generates almost one quarter of total ad revenue. Who says newspapers can’t make money from digital?

Bad week for…

YouTube. The Malaysian government is to start actively censoring the video sharing network according to rules set by its Film Censorship Board.

CokeMcCann China. Even though the agency apparently had a hand in the idea, it didn’t look great for Coke to be crowdsourcing ideas for ads in China, offering cash in return for “refreshing creative advertising ideas” when it pays an agency to do just that.

Globe Telecom. One of the Philippines’ largest advertisers is experiencing a bit of upheaval in its marketing department, with head of consumer marketing Loo Fun Chee leaving the company.

Leo Burnett Singapore. The agency’s executive creative director Clarence Chiew left not long after Tim Green, leaving the agency without a creative director, Marketing reported.

Prediction for next week

Melvin LimMelvin Lim, the Singapore and Malaysia CEO of Havas Media, finally leaves the agency after months of speculation and repeated denials of an exit by the man himself and the agency. He will be replaced by Jacqui Lim (no relation), hired as MD from ZenithOptimedia this week, who will be bumped up to CEO. Melvin Lim is rumoured to be returning to the client side. In his career, he has worked at DBS, Asia Pacific Breweries and SingTel.


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