Andrew Pirie President, Asia-Pacific, Weber Shandwick
Which brand will start to shine in 2007?
Most probably it will be a brand in the digital landscape that not many people have yet heard of — a bit like YouTube this time last year, and Google a few years before that.
Write the headline from the year ahead making the biggest impact on your industry.
‘Regulators relax marketing restrictions on pharmaceutical products’
It may not happen, but there’s a strong case to be made that with the access to information via the internet, historical restrictions in most markets on pharmaceutical product promotion have become anachronistic and should be relaxed.
What is the biggest obstacle for your goals over the next 12 months?
Finding enough of the right people. Explosive demand for corporate and marketing communications talent means agencies and in-house PR departments are fighting for the same limited pool of talent. Importing talent into the region is only a partial answer, as we need to ensure we have sufficient local knowledge.
What trend will be really big this year?
Companies in Asia will start taking a much broader view of corporate social responsibility. It’s not just about being a good corporate citizen through philanthropy, it’s about demonstrating a well-rounded commitment to social, environmental and ethical standards. More and more consumers in the US and Europe are supporting socially-responsible companies; this trend will also grow in Asia.
And which current fad will start to fade?
Treating online or digital PR as some sort of optional add-on to a PR campaign. Increasingly, digital media will simply be regarded as communication channels in the same way that traditional channels such as newspapers, magazines, radio and TV have always been regarded. The line between new and traditional media is as specious a concept as the line between above and below in marketing.
What advice would you give someone joining your industry today?
Be flexible and adaptable. The beauty of PR is that it can mean many things — from corporate strategy to highly creative marcom campaigns, spanning every industry sector. The best PR practitioners feel the pulse of where the industry is going and try to keep abreast of the latest trends.
Miles Young Chairman, Ogilvy & Mather Asia-Pacific
Which brand will start to shine in 2007?
Brand China. The pre-Olympic foreplay will enhance this brand’s connectivity with the rest of the world in a myriad of ways.
Write the headline from the year ahead making the biggest impact on your industry.
‘Peoplemeters back in Japan!’
What is the biggest obstacle for your goals over the next 12 months?
Talent. We simply can’t find or grow sufficient talented people quickly enough to feed our growth. It’s a nice problem to have, but a big one.
What trend will be really big this year?
Digital. In fact, it is ceasing to be just a trend, and becoming a foundation of our business.
And which current fad will start to fade?
‘IMC’: this is an old fad which has endured for too long, but is finally beginning to fade. The contrived, artificial and post-justified approach to communications implied by this acronym deserves to be consigned to the ash heap. Let’s understand that integration has to be baked into our thinking so that it is an entirely natural impulse and not a coalition of the unwilling.
What advice would you give someone joining your industry today?
Read. But don’t read business books. Read something daily that stimulates you in the worlds of literature and world affairs.
D. Sriram CEO, Asia-Pacific, Starcom
Which brand will start to shine in 2007?
Hard to say which brand, but I can say I think it will be a service rather than a physical product; delivered via technology, and empowering the individual.
Write the headline from the year ahead making the biggest impact on your industry.
Going to pass on this one.
What is the biggest obstacle for your goals over the next 12 months?
Old-fashioned thinking — whether it be the commodity approach to media, or the desire to measure the output of everything we do in exposure terms, assumptions about the role of creative and so on.
What trend will be really big this year?
Integration and, at the other end of the spectrum, specialisation of marketing communication offerings.
And which current fad will start to fade?
Hopefully, the excessive focus on media costs and the agency’s cost of delivering a service.
What advice would you give someone joining your industry today?
Come in knowing that you know more about the way the world works today than the stalwarts in the industry — and the stalwarts in the industry are struggling to achieve the same comfort that young people have with the new technology-enabled world they live in.
Ricky Ow General manager, SPE Networks Asia
Which brand will start to shine in 2007?
PS3, with Bluray technology and its enhanced graphics, will open up huge possibilities for software developers. This is only the tip of the iceberg and one which will likely change the entire gaming experience.
Nintendo will be the other brand to watch out for. Wii is extremely interactive and easy to pick up, even for non-gamers, and has the ability to reach a wide audience.
Write the headline from the year ahead making the biggest impact on your industry.
‘Asian TV content making a huge impact in the global market’ is what I would really like to see.
There are some headlines however, that I would not like to see: ‘More channel retrenchments or closures’; ‘Limited talent pool in Asia to drive this exciting industry forward’; or ‘Government interference into free market play’.
What is the biggest obstacle for your goals over the next 12 months?
The difficulties are the same every year. Macro-economic factors of various key markets in Asia; regulations governing the broadcast and convergence business will need to be a lot more market-friendly. We need regulators and policy planners to understand the requirements of stakeholders or key players in order to develop a truly ‘digital Asia’.
What trend will be really big this year?
Branded entertainment is going to be bigger in 2007, and will definitely become a bigger revenue driver for most of the networks relying on advertising revenue. The other big trend is user-generated content. Broadcasters will begin to tap viewers for user-generated content as part of their prime-time programming. Just look at the huge success of YouTube.
And which current fad will start to fade?
Many will probably say reality TV, but one thing’s for sure — viewers like to see themselves on television. The quality reality and talent-based competition shows will continue to make headlines next year, like it or not.
What advice would you give someone joining your industry today?
Television and entertainment is a dynamic business. The nature of the business and its form will change over time.
This is not an industry for people who do not like change. This is an industry for those who love challenges and dealing with the unknown. You must have a lot of passion, be prepared to sacrifice personal time and, very importantly, enjoy a bumpy ride.
Richard Lee VP, marketing, Greater China, PepsiCo
Which brand will start to shine in 2007?
Cirque du Soleil will be performing in China and I think it will make a big splash. It is a truly innovative brand combining everything into one — branding, music and circus. This is something the Chinese people have never seen before.
This year is going to be a big year for Macau as well. One of the productions is going to be housed in one of the casinos, so that will create a big impact as well.
Write the headline from the year ahead making the biggest impact on your industry.
‘Watch out, your consumers are more in control than you think’
The brand-building process is changing as consumers play an increasingly larger role in the making of brands, as a result of the rapid rise in digital technology. We will have put the consumer at the centre of what we do and reassess the way we plan media.
What is the biggest obstacle for your goals over the next 12 months?
The biggest obstacle is to sustain and build a marketing organisation with a thriving talent pool. We not only want to attract the best and the brightest, but also those who are truly passionate, visionary and willing to take risks.
What trend will be really big this year?
The notable rise in national pride and its effect in catapulting local Chinese brands. Patriotism will reach new heights as the Beijing Olympics approach. Chinese marketing acumen will become noteworthy, as local talent is well trained in the new digital landscape. Together, these factors will give local companies the environment and capabilities to increase their competitiveness with MNCs.
And which current fad will start to fade?
All fads, by definition, fade. We should look at current fads to assess what will evolve into the next big thing. A great example is the current popularity of the Russian camera brand Lomo, which has made a huge resurgence in China. Communities have been built around Lomo aficionados, complete with online Lomo lifestyle sites, exhibitions, side businesses, and so on.
What advice would you give someone joining your industry today?
A marketing leader should live by four simple rules. First, have a high level of self-awareness. Second, drop your emotional baggage. Third, strive for excellence. Finally, proactively look for a stretch assignment — one in which you can make a difference and create meaningful impact.
