Malaysia 4A’s appoints new council amid huge digital growth

Other agency heads elected to the council are Dean Bramham (Publicis), Karthi Palanisamy (Crush), Nicky Lim (Grey Worldwide), Jennifer Chan (BBDO), Omar Shaari (Dentsu Utama), Marilyn Teoh (People N Rich-H), Andre Nair (O&M), David Mitchell (Naga DDB), Gary Tay (Amphibia Digital) and Aaron Cowie (TBWA-ISC).

Stepping down as president is 4A’s stalwart Datuk Vincent Lee, whose President’s Report 2010 addressed a number of key issues including self-regulation, pitch fees and transfer fees.

Advertising expenditure (Adex) in Malaysia recorded a 23 per cent growth in the first six months of 2010, “and we boldly and correctly predicted that it would maintain its consistency for the remainder of the year,” said Lee.

According to Nielsen Malaysia, the strong first half performance helped the Adex record an overall increase of 16 per cent in 2010 to RM7.7 billion (US$2.5 billion).

Lee commented that this growth was achieved on the back of digital-based advertising campaigns, which has been the new channel of choice amongst the leading advertisers around the world as well as in Malaysia.

“The digital model has emerged as the quickest and most effective way of measuring consumer response. It registered a massive 29 per cent growth last year and we have recognised this fast rising and multifaceted platform with the formation of a digital division within the association.”

Malaysian Internet Adex had grown from US$10.9 million in 2008 to US$13.2 million in 2009 and grew 81 per cent between May and June 2010.

“This is a growth segment that cannot be ignored and must be nurtured to our advantage,” said Lee. “It is hoped that with the formation of this digital division, we will be able to lift the digital standards and lead the way in addressing all matters concerning digital advertising.”