Indonesia, proud host of APMF<\/p>\n
Rodney Louis Vincent, Contributor\/Jakarta<\/p>\n
Acting as official agents of the Asian Federation of
\nAdvertising Associations (AFAA), the Asia Pacific Media Forum
\n(APMF) will be the center of attraction for media specialists,
\nowners of media enterprises and related industry professionals to
\ngather and uncover some unconventional truths of the changing
\ndynamics in the media world.<\/p>\n
The basic concept of the APMF was first introduced and
\nproposed to the AFAA board during the Asian advertising congress,
\nAdAsia, in Jaipur (India) in November last year by Gunadi
\nSugiharso, chairman of Lowe and Initiative Media, who is also co-
\nchairman of APMF. The forum is organized by the Association of
\nAsia Pacific Advertising Media (AAPAM), and will be held on March
\n14 and March 15, 2005 in Tanah Lot, Bali.<\/p>\n
APMF has three main objectives: First, to raise curiosity
\namong advertisers, media specialists, and advertising agencies
\nregarding the evolutionary changes in media that are taking place
\nat lightning speed. The second objective is to gather people who
\nare concerned with issues related to the media industry, share
\nknowledge and experiences on progression and provide a platform
\nfor new business opportunities. The third objective is to foster
\ncloser relations within the region. A long-term objective of APMF
\nincludes raising the professional standards in the region,
\nespecially in the media area of advertising.<\/p>\n
The following are APMF's topics for next year:
\n* Thematic Proposition, Directional Overview
\n* Multimedia, Prints, Specialists
\n* Prints for Media and Agency
\n* Regional Opportunities
\n* TV Effectiveness
\n* How Much is Enough
\nTV\/Radio Programming, Measurements
\n* Individual Media (Radio, Outdoor, Rural)
\n* POS, Event, Personal Media, Interactives
\n* Cyber Media, Innovative\/New Media<\/p>\n
Gunadi Sugiharso explains: \"We definitely want participants to
\nfind it useful to attend this conference. The advertising
\nindustry is concerned about changes in the media environment and
\nsome of the relevant topics will be addressed to people in the
\nvarious areas of specialization. For example why would an
\nadvertiser benefit from attending this conference? Because he
\nwill come away with a better understanding about the changes as
\nwell as the coming developments in the media environment. He will
\nalso be able to manage his large investment in media more
\nefficiently\".<\/p>\n
For an advertising agency, it is a common trend to approach
\nmedia specialists. An advertising agency manager wants to know
\nwhat to do with his structure and his talents and how to prepare
\nfor the next three to five years. On the creative aspect, the
\nmedia problem could be that consumers are not watching their
\nthirty-second commercials because of too many choices. So,
\ncreative teams will have to go outside the box and find new ways
\nof communicating their message.<\/p>\n
TV stations can also benefit from new ways of using the media
\nso they can maintain their audience and get them more involved in
\nthe programs. For the industry in general there will also be a
\nsegment on research, looking into new technology to measure the
\neffectiveness of advertising in this new media environment.<\/p>\n
As this media forum is the first of its kind in Asia, setting
\nthe benchmark to match the expectations of each specialist will
\nbe important. It will be held bi-annually at the same place and
\nlocation, but with different topics each time.<\/p>\n
Achjuman A. Achjadi, president of the Convention Committee,
\ndescribed the two-day-event in more detail: \"The first day will
\nfocus on consumers, advertisers, advertising media, and also
\nresearch. On the second day we will be focusing on media itself.
\nSo, it's not only from media specialists to media specialists,
\nit's basically for the whole industry with a range of topics.
\nTake entertainment for example, we will look at reaching the out-
\nof-the-way consumers. Not just traditional media but also non-
\ntraditional media, and going specifically into TV and the
\ntechnology of it.\"<\/p>\n
Ranjana Singh, APMF Convention Committee, said that leading
\nadvertisers, agencies, media, other communicators and government
\nfigures will share their insights on the impending changes and
\nissues in the media world.<\/p>\n
\"We look for worldwide personalities who have something to
\ncontribute, who provoke some thought, and who would ensure there
\nis debate. \"Some of the confirmed speakers for this event include
\nAlan Rutherford, worldwide head of media, Unilever; Miles Young,
\nchairman of Ogilvy Asia Pacific; Sheila Byfield, worldwide
\nconsumer insights for Group M\/Mindshare, and speakers from
\nMillward Brown and Nielsen Media will be there. There will also
\nbe a speaker from Japan, as it is one of the biggest countries in
\nterms of advertising.<\/p>\n
Asia Pacific Media Forum's strategy is to tackle issues that
\nwill provide participants from the various areas of expertise
\nwith the latest developments in their field as well as a glimpse
\ninto the future. \"The APMF is an event that really signifies Asia
\ncoming of age in media terms. The Asia region will now accelerate
\nits learning and development to rapidly become a world leader in
\nmedia markets.\" - Alan Rutherford, worldwide head of media,
\nUnilever.<\/p>\n
The writer is the editor of ADOI Magazine, an English publication
\nabout advertising and marketing.<\/p>",
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