ANALYSIS: Resist temptation to make it a TVC

Advertisers are taking any and every opportunity to attempt to cut through the clutter. Increasingly these days, with the help of their agencies, they are moving into producing television content as a way of positioning themselves. MindShare set the ball rolling in a partnership last year; J. Walter Thompson Malaysia and Universal McCann have followed up with activities in their markets - ie producing content that is relevant to their client's target audience. But let's hope the advertisers involved resist the temptation to turn these shows into one long advertising commercial.