Interesting letter in Malaysiakini today
Ham on 01 18, 2008
Korean scandal only a drop in the ocean Ex-Adman | Jan 18, 08 2:31pm I refer to the Malaysiakini report ‘Korean scandal’: Tourism DG vows to act.I sniggered with amusement when I read that Prime Minister Abdullah Ahmad Badawi told Tourism Minister Tengku Adnan Mansor to deal with the Anti-Corruption Agency (ACA) regarding the ‘Korean scandal’. Isn’t that like asking the wolf to deal with the farmers on why so many goats have been missing from the farm? The PM might as well have come out openly and said that he wants the matter closed for good as it is damaging our nation’s image.That would have been a quicker option, but then again, elections are around the corner and so diplomacy has to take centre stage and a cover-up has to look at least semi-authentic.Everyone in the industry knows that mega-bucks spent on advertising campaigns have long been a ‘modus operandi’ of the corrupt to siphon funds into personal accounts. This has been happening for a long time both in the private and government sectors. The bigger the advertising budget, the greater the hanky-panky.No prizes for guessing the size of the annual advertising budget of our Tourism Ministry. Guess what was the budget for the recent Visit Malaysia campaign? Many can’t even count that high but just take a look at the poor quality of the advertising campaigns.Two companies that come to mind for mega-advertising budgets are Malaysia Airlines (during the former management) and Telekom Malaysia, the later which recently undertook a full-scale brand/ advertising campaign. Basically, TM spent hundreds of millions of ringgit to change their corporate colour from blue to orange. Of course, senior management was very pleased with the colour change.Corruption is at the core of every aspect of Malaysian life. Corruption in advertising and promotions runs into the hundreds of millions each year. The Korean scandal is only a drop in the ocean. Over the last few weeks, the Toursim Ministry awarded more Advertising & Promotion contracts to some advertising companies for exorbitant amounts.
Many of these companies are unknown in the advertising fraternity and would not be able to secure any contracts in an ethical society. Mr Prime Minister, maybe we can put another wolf to check on these contracts awarded?
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AND WHO THE HELL IS AD INTERACT – ANOTHER SHELL COMPANY?
It was recently reported the Terengganu Tourism Development Board (TTDB sis pending RM10 million on advertising Visit Terengganu Year 2008. The media services Bumiputera consultant handling the campaign is AD Interact. Interestingly, the proposal apparently has not been approved by the board yet (pockets to be filled haven’t been finalised yet?) but ad spaces have been booked in magazines and on billboards. Can someone tell me if Ad Interact is a credible company? This is the first time I’ve heard its name!
Being the ad industry for a while now, you would hope that everything would be on the ‘up & up’.
But as sure as the sun will rise tomorrow – its not.
Veterans in the industry will concur that most times all agency’s do is play the ever so famous ‘make up the numbers game’…for many reasons. While not discounting hope in being just that lucky one who stikes gold this time around, how have we even arrived at a point where a mere Travel Agency has over the last few years become a bonafide Ad agency? An Outdoor media placement company become an Ad Agency entrusted to ‘devise,execute’ a Brand communications plan ( with creatives mind you )…well here on > you can figure where im going with this.
The Malaysian Dream we have to conclude is driven by WHO you KNOW and NOT WHAT you KNOW…guess the nuance of Malaysia Boleh penetrates the deepest impossibilities and conscience of those entrusted to garner the best possible resources to shoulder our nations communications objectives.
But how does one fault these mere ‘procument’ individuals when most likely as part of their job designation is to abide by the ‘Don’ who sits comfy-ly on his/her thone dictating the game?
Does this mean our governing bodies ( 4A’s…6 A’s…sometimes i wonder why stop at 6-laaa….) should champion a cause for a ‘level playing landscape’?
Aaaaaa – but there-in lies the liquid which fuels the fire isnt’ it? As $$$ bing the key motivator in everything – how do we than keep ourselves just & fair by abstaining from the guilt of glut?
Time has proven that taking on that path has just been a downright ‘non profitable’ stance – in more ways than one..
Till the true sense of ‘fair competition’ is enforced ( which i believe we will not see in our lifetime ) – its not a tad bit of luck ( given you got your Strat & Creatives spot on ) which determines your accomplishment but the size of the envelope you leave behind.