Commentary

Virtually every activity within an organization in Singapore involves business content. The majority of operational activities involve creating, capturing, collaborating around, reviewing, reporting, publishing, and preserving that content. The product of these activities are essentially business records, which in turn need to be classified, have appropriate retention policies applied, and tracked throughout their lifecycle.

Many bosses find themselves in leadership positions without ever having consciously made the choice to become a leader, let alone a great leader.

The first step in developing any workable sales strategy in Singapore or any part of the world is to study the process of making a sale.

When I first started working as a copywriter in Singapore in 1996, I was asked by my boss, “Since you are the only one with a marketing degree in this agency, I want you to tell me how we can grow our client base. How much time do you need to come up with a plan?” I answered my boss confidently, “I can tell you right now.” He looked at me and scowled (he does that a lot), “Oh really?” And I told him of my most brilliant plan to boost our sales, “Boss, we should advertise! None of our competitors are advertising. Let’s be the first one to do that. It will give us a tremendous first mover advantage.” The torrent of swear words that came hurtling at me after that was like a mighty wave of tsunami crashing down on poor me. I will skip the unprintable parts and tell you the gist of it. “We can’t advertise, you idiot! Clients won’t read your advertisements. The only people who will read are competitors!” What Do You Mean Nobody Reads Advertisements? We have no problem recommending TV commercials that cost $200,000 each to produce (and that’s a lot of money in 1996), and we don’t believe in advertising? What gives? If nobody reads advertisements, why are we telling clients to spend tons of money to produce advertisements and then ten times that amount to buy media space? Isn’t advertising the way great brands become great brands? I never got my answer from that boss of mine. A year later I left the agency. I applied for copywriting positions in company after company and I always get asked this question without fail, “How many awards have you won?” What does it matter if I win awards or not? I finally found a ‘mini-conglomerate’ that didn’t care if I have won any creative awards as long as I can produce ads that sell. Within 6 months I became head of marketing communications. But it still did not answer my burning question: How come advertising agencies don’t advertise? Not A Very Honest Profession, It Seems Took me a long but I finally figured it out thanks to this brilliant book called The Rise Of PR And The Fall Of Advertising by Al Ries and Laura Ries. Advertising agencies don’t advertise because that is not the way brands are built. Advertisements are what you say about yourself and what you say about yourself has zero credibility. In fact, I saw one Gallup Honesty Survey that asked the American public to rank what an honest profession is and nurses ended up at the top with a 79% rating. Right at the bottom, with a 9% rating are car salesmen. The second most dishonest profession is advertising practitioners with a 10% rating. In fact, lawyers and politicians are ranked higher in the honesty rating, at 18% and 20% respectively. In America, where people don’t think too highly of lawyers or politicians, they are ranked as more honest than advertising people! So, if people perceive advertising to be a dishonest profession, what are the chances that they will believe what they see in an advertisement? In fact, ask yourself this: When was the last time you actually read an advertisement? And I am not talking about your competitors’ ads. When? Brands Are Built With PR But Maintained With Advertising PR is hard to get. PR is hard to manage. PR is slow. PR is frustrating. PR is hard to control – one of the most common complaints I have heard is that you tell a journalist one thing and he/she will write something else. But PR has one thing that advertising doesn’t have – credibility. So, you have no choice but to rely on PR especially when you are small. But eventually, you will run out of PR ideas. All brands do. That is when you kick in the advertising to maintain the brand. Hopefully, the brand would have been established by then. The simple answer to the question of why ad agencies don’t (or rarely) advertise is that advertising is not the way to build an advertising agency brand. PR is. So, how do ad agencies get publicity? By winning awards! And all these creative awards are not necessarily indicative of the advertisements’ effectiveness in building the brand or in boosting sales. But they look impressive. When an ad wins an award, a lot of publicity is given to the ad and by extension, the ad agency that created it. This is what builds the brand. I am not saying that advertising is not important. It is. But its role is one of maintaining the brand, not building the brand. And if advertising is the way to build brands, how come even top ad agencies hire PR firms? When I met the Asia-Pacific chairman of a top UK agency at a lunch that was arranged by a friend, who is a PR consultant, I asked the chairman of this ad agency how he knew my friend and he told me, “Oh, they are our PR firm.” Then I asked him, “Why does an ad agency, especially one as successful as yours, need a PR agency?” The chairman looked at me and smiled before he answered, “I know what you are driving at, Jacky. I have been warned by your friend. And yes, I have read the same Al Ries book! Let’s just say that we all need a little bit of PR help every now and then and leave it at that shall we? Let’s enjoy lunch instead.” There you have it. Jacky Tai is a Principal Consultant of StrategiCom. Jacky works with a crack team of talented consultants and researchers to help B2B companies across various industries gain an unfair advantage over competitors by effectively differentiating, dramatising and communicating the brand. Jacky is the author of highly-acclaimed branding books – Transforming Your Business Into A Brand (2007) and Killer Differentiators (2008) and B2B: 10 Rules To Transform Your Business Into A Brand. He can be reached at jacky.tai@strategicom.com.  

Work-Life balance.

As a result of globalisation, the workforce has become increasingly diverse with respect to national and cultural origins. Technology has been the great enabler for this third wave of globalisation. It has enabled organisations to conduct business anywhere and to expand operations beyond their national borders for both customers and employees.

Managing a team of high performers requires an innovative and detailed HR and leadership approach involving an effective talent attraction and recruitment process, ongoing development plans, motivating rewards and recognition programs, and a proactive retention strategy. According to respondents of Randstad’s World of Work Report, the main reasons for a planned job change were for better opportunities for growth and advancement (39%) and salary and remuneration (21%). As the Singtel Singapore Grand Prix roars into town, Randstad illustrates how managers can take a leaf out of the Formula One book to manage a high performance team for their businesses.

I often hear people saying that Linkedin is useless and that, except opening an account and filling up profile for online resumes, they generally don't use it. In fact Linkedin is the world’s largest social network for professionals, there are over 500,000 linkedin users in Singapore itself.

The impact of social media platforms like Facebook, Twitter, LinkedIn, YouTube and many more has been so strong that companies have taken notice of the apparent benefits and are jumping onto the bandwagon in droves. Gone are the days when marketers and advertisers ‘blast’ their messaging with little regard to the target audience’s real-time opinion and input.

Industrial properties in Singapore showed stellar performance over the past 1.5 years, in 2010 and 1H 2011. The rental and price increase was largely on the back of improvement in the economy and the manufacturing sector, re-conditioning of older industrial properties which stimulated investor interest as well as increasing entrepreneurship and SMEs which find modern industrial space as low cost start ups.

The same period two years ago Singapore was on the cliff edge of a technical recession. By Sep 2009, it became a reality. Companies were cutting staffs and budgets. One cannot pass by a day without hearing of some retrenchment or downsizing.

The effects of mobile are everywhere. With Singapore's mobile penetration rate at 144 percent, among the highest in the world, almost every person you pass on the street has a mobile phone. Mobile devices are quickly becoming the preferred platform on which people access information as well as engage online services. This isn’t limited to just goods and services offered by private companies.

The in-demand careers of the future will be very different from those of the not so recent past – a shift that could help liberate women in the workplace.

Traditionally

Organisations produce a lot of content. The average office employee gets numerous emails every day including email responses, reports and other types of content. For a multinational corporation with thousands of employees, it is enough to fill server farms all over the world, particularly as you add in rich media like images and audio-video files.

Today, many Singapore businesses are starting to acknowledge the growing impact Social Media has on its bottom line especially in a Crisis. Information has become as valuable as prime real estate where top search engine rankings and positive (or negative) reviews on influential blogs can have tremendous impact on a business' fortune. Unfortunately, many Singapore businesses today continue to use Social Media as an ancillary communication channel.