OK, OK, I can’t help myself! The latest hit comedy with my namesake Singh is Kinng was too tempting to excuse from the headline. And let me just add that the title of this movie inspired this article.

Now back to earthly pursuits in the world of advertising. This week we’ll talk a little about clients, also referred to as advertisers, and their kingly ways.

I have written before about how discounts have become part of the advertising lexicon over the past decade. Let me update you
on some recent examples of this….

After a leading financial institution in Malaysia ‘gave’ their account to an agency after a vigorous three-stage pitch process, they shamelessly asked for a 10% discount a few hours later. If the agency denied the request they threatened not to sign the formal appointment letter. The agency, having committed itself to many media suppliers on this new business, had no choice but to agree. Not only agree, but gave the client a 12% discount! Talk about biting the hand that feeds you; here’s an example of feeding the hand that bites you!

Client is King?

And did you hear about General Motors pushing their agencies to slash their fees up to 20%? General Motors, trying every which way to stay afloat after posting a massive US$1.5 billion loss in its second quarter, is on squeeze mode. Agencies taking the fall for this are Campbell-Ewald, Leo Burnett and McCann Erickson, and it is said the savings could go over US$20 million. And we are not even talking about agency layoffs yet.

Client is King?

On the bright side let me share with you some interactions I had with a few big-ticket clients this year. I came away realizing that there are some ‘kings’ who have a sense of focus about what they want. Their vision has helped build some great brands.

Clarity.
When Maxis Communications CEO Sandip Das came on board more than a year ago to helm this top telco, he already had an illustrious career record; having steered Hutchison into a major brand in the world’s second largest telecommunications market, with Hutch-Essar. Sandip’s main focus when he began his Malaysian stint was to bring clarity to Maxis advertising. He has championed this vision from day one. And it has worked miracles.

Brevity.
Celcom CEO Dato’ Sri Mohammed Shazalli Ramly has the same burning desire to focus on single-mindedness in his quest for market dominance. And he has distilled it down to one word: POWER. Brevity has been the hallmark of Shazalli’s modus operandi, having scored big accolades for launching ntv7 into the fastest growing media brand during his previous tenure there.

Pop Culture.
Noel Lorenzana, Chairman Unilever Malaysia and Singapore brought with him a great sense of curiousity when he took the helm of one of the world’s largest advertisers. Noel is credited for some very creative campaigns and initiatives, a few of which won awards and set global records. Close Up earned a place in the Guinness Book of World Records twice in 2005, for the most number of people locking lips (in Lovapalooza) and the world’s largest photo mosaic. The work on Pond’s, especially its outdoor ads, brought home numerous metals from the awards shows, including Unilever Philippines’ first Lotus and Clio. His unwavering focus was to always seek out the prevalent pop culture flashpoint in every market. Noel soaks culture like a sponge and challenges his agencies to think beyond. His watchword is Pop Culture.

Imitation or Irritation?
AirAsia’s poster boy Tony Fernandes always wore flattery with pride. Especially when Malaysia Airlines mimicked his strategies. But not of late; it has gone from imitation to irritation and sometimes even intimidation. His sarcasm is beautifully crafted with the sting line in his latest ad: It’s about meals you want; not meals you’re given. Turbans off to you Tony!

Finally, let me end by telling you about the agency who said No. McCann-Erickson did some high-profile work for a leading client of theirs last year. In fact, the work even won an Effie Award for Marketing Effectiveness. But when the time came for a review of their performance, the client insisted on a better ‘deal’. And conveniently ignoring the value the agency had provided. McCann said No. And went on to add more new clients to their roster!
The power of No?

Some people don’t want to play the zero sum game. Some people don’t want to walk on the dark side. These people are the real Kings!

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