| Title | PERSPECTIVES |
| Brand | THE NEW STRAITS TIMES PRESS |
| Product / Service | PUBLICATION & MEDIA |
| Category | A01. Creative Effectiveness |
| Entrant | McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA |
| Entrant Company: | McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA |
| Advertising Agency: | McCANN WORLDGROUP/McCANN ERICKSON MALAYSIA Petaling Jaya, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Ean-Hwa Huang | Mccann Erickson (M) Sdn Bhd | Deputy Chairman/Ecd |
| Szu-Hung Lee | Mccann Erickson (M) Sdn Bhd | Deputy Chairman/Ecd |
| Jules Tan | Mccann Erickson (M) Sdn Bhd | Creative Director |
| Jerome Ooi | Mccann Erickson (M) Sdn Bhd | Art Director |
| Jules Tan | Mccann Erickson (M) Sdn Bhd | Art Director |
| Ean-Hwa Huang | Mccann Erickson (M) Sdn Bhd | Art Director |
| Primus Nair | Mccann Erickson (M) Sdn Bhd | Copywriter |
| Benjamin Ng | Mccann Erickson (M) Sdn Bhd | Copywriter |
| Zaidee Zainal | Mccann Erickson (M) Sdn Bhd | Copywriter |
| Szu-Hung Lee | Mccann Erickson (M) Sdn Bhd | Copywriter |
| Loh Lin Shan | Image Rom | Photographer |
| Bridget Hong | Mccann Erickson (M) Sdn Bhdm | Agency Producer |
| Jimmy Ong | Mccann Erickson (M) Sdn Bhd | Agency Producer |
| Andrew Pinto | Mccann Erickson (M) Sdn Bhd | Account Supervisor |
| Alexis Young | Mccann Erickson (M) Sdn Bhd | Account Manager |
| Zuraida Mohamad | The New Straits Times Press (M) Bhd | Client Supervisor |
| Soon | Image Rom | Computer Artist |
| Byee | Image Rom | Computer Artist |
Based on actual events, a series of creatives were developed for New Straits Times; allowing the reader to view all aspects of a story, providing them a better grasp of the bigger picture at hand. The creatives were strategically placed at various newsstands, magazine shops and billboards throughout the city as well as in the papers itself, paying particular attention to the central business district area and other high traffic urban locations. Thanks to the campaign, everyone saw the New Straits Times from a new perspective. The paper that was perceived as biased and on-the-surface became a champion of the cause to deliver only the most insightful news to the people. As a result, brand awareness and advertising revenues increased significantly.