Marketing magazine Hong Kong, August 2019

AUGUST 2019

marketing – interactive.com

HONG KONG

S K C O L B H C A 露 E BR 絕 洩 杜

o dt . e ne racy s r te a lite e k ar dat m 場 K heir H 市 t y p 港 h 香 要 W ild u 對 u b 識 何重

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Contents AUGUST 2019

Editorial Rick Boost, Editor Simon Yuen, Senior Journalist Sharon Kwok, Journalist Tracy Chan, Bilingual Sub Editor James Foster, Sub Editor

2

Editor’s letter

編者的話 4

Briefing

簡報 Design Production Julia Li, Senior Graphic Designer

12 Ad watch

MARKETING MAGAZINE HONG KONG EDITION

Advertising Sales Karen Yung, Sales Director Alvis Ng, Senior Account Manager Sandra Lui, Senior Account Manager

6

Breach blocks: Why HK marketers need to build up their data literacy.

THE ART & SCIENCE OF CONNECTING WITH CONSUMERS

杜絕洩露：數據知識對香港市場 推廣人員有何重要

marketing–inter

HONG KONG

廣告點評 Circulation Deborah Quek, Circulation Manager

20 Snapped

營銷活動花絮 44 Job shuffle

Event Production Andrew Wright, Head of Events Production & Content Selina Kwok, Senior Event Producer Venus Cheung, Event Producer Event Services Melissa Tam, Senior Event Manager Sharon Chu, Senior Event Executive Fiona Ng, Event Executive

人事變動

14

AUGUST 2019

Marketing Cyrus Ching, Marketing Executive

Master Report: The state of data literacy.

數據知識現狀

Event Delegate Sales Nicholas Lam, Senior Project Executive Gloria Yam, Senior Project Executive Gigi Ip, Project Executive

22 HK$55

Management Vivien Peters, Publisher

China Digital Brandstorm: Dissecting the changing dynamics of the Chinese digital ecosystem.

中國數碼品牌營銷大會剖析 中國數碼生態系統的演變

For advertising enquiries Karen Yung, Sales Director kareny@marketing-interactive.com To get in touch with our editorial team editorialhk@marketing-interactive.com

Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. For subscriptions, contact circulations at +852 2861 1882 or email subscriptions@marketing-interactive.com.

COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Hong Kong: Lighthouse Independent Media Ltd, publisher of Marketing magazine Unit B-D, 16/F, Yardley Commercial Building, 3 Connaught Road West, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 To subscribe to Marketing magazine, go to: www.marketing-interactive.com

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AUGU

AU GU S T 2 019 MARK E TING HON G KON G 1

編者的話

EDS LETTER

ARE WE ALL JUST A LITTLE TOO DATA CRAZY? 我們是否太迷戀數據？ Data. Data. Data. Data. Data. Data. Data Data.

The constant drone of hearing that word over and over again can be simply abominable. It almost feels like you cannot have a single conversation regarding marketing without it spiralling into a conversation about the importance of data and how it is the be-all and end-all of modern marketing practices.

The reverent repetition of the word alone sounds like we’re invoking the name of our supreme being.

To be fair we’re already working on some cult-like commandments.

We must heed only the prophecies provided by the data, all else is supposition. Good data will be our salvation, bad data our damnation. Intuition-driven marketers of yesteryear did not know the true data and are thus heretics.

Yes, I’m being facetious, but in all fairness, decades into the information age, if data is not an industry religion, then it’s at least its mystical adjacent.

As British science fiction writer, science writer and futurist, Arthur C. Clarke, once said: “Any sufficiently advanced technology is indistinguishable from magic.” And we are still treating data wranglers like they’re the wizards of some arcane art.

But it’s time to dispel this illusion. There is no denying that data is powerful, but it isn’t all-powerful (apologies “scientia potentia est” devotees) or as many a hacked company has unfortunately learned, impregnable. It is, however, an invaluable field to understand the use of, and we’re going to endeavour to explain why everyone should and can.

So, in addition to our usual coverage (including our look at the Marketing Events Awards) in this issue, we’re putting data under the microscope.

Our own Simon Yuen has taken a look at some of the misconceptions regarding best data practices, and Prizm Group director Jeffrey Hau has contributed a piece on data literacy as a learned behaviour.

So, jump into another great issue, and please 01000101 01101110 01101010 01101111 01111001!

數 據、數 據、數 據、數 據、數 據、數 據、數 據、數 據。 不斷重複又重複聽到這個詞語真令人煩厭，好像任何與市 場推廣有關的話題，都離不開討論數據的重要性，以及它 如何成為現代市場推廣的全部及終極目標。 不斷虔誠地重複這個詞語，聽起來就像高呼至高無上 的神一樣。老實說，我們已在推崇一些類似邪教的誡條了。 我們必須只留意數據提供的預言，其他一切都是假設。 好數據是我們的救世主，壞數據則是詛咒。過去靠直覺行 事的市場推廣人員並不認識真實數據，因此也是異教徒。 是的，我在開玩笑。但平心而論，踏入資訊時代數十 年，即使數據不是一個行業宗教，至少也是神秘的信仰。 正如英國科幻小說作家、科學作家及未來學家 Arthur C. Clarke曾說：「任何足夠先進的技術都與魔術無法區 分。」而我們仍然視數據牧人為某些懂得神秘魔法的巫師 一樣。 但現在是時候消除這種錯覺。無可否認，數據的力量強 大，但並非萬能（先跟「知識就是力量」的支持者道歉），也 不是無堅不摧，許多曾不幸地被黑客入侵的公司應該有所 體會。但理解數據的應用方式是非常重要的範疇，我們將盡 力解釋為何人人都應該及可以應用數據。 因此，今期雜誌除常設專欄外（包括「營銷活動大獎」 的報導），我們還會深入研究數據。 Simon Yuen探討一些關於最佳數據實踐的誤解，而 Prizm集團總監侯晉熙亦撰寫文章討論數據知識是一種可 透過學習而得來的行為。 現在請細閱新一期雜誌的精彩內容，並請 01000101 01101110 01101010 01101111 01111001！

Rick Boost Editor

2 M A RK ET I N G H O N G K O N G AUG UST 201 9

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BRANDED CONTENT

UPLIFTING SHOPPING EXPERIENCES WITH SINO GROUP’S MARKET KNOWLEDGE AND TECH PROWESS 信和集團商場善用市場知識及科技提升購物體驗

While Hong Kong’s retail market is intensely competitive, Sino Group has strived to enhance shopping experiences for customers. At the latest Marketing Events Awards, its shopping malls won seven awards in total.

Understanding the market and its customers has been foundational to Sino Group’s success.

And it has built on those foundations by exploring global concepts and ideas and bringing them to the Hong Kong market. In 2018 the group invited audiences to celebrate Western and Eastern culture through its events. Examples include the Mid-Autumn Festival “Lumiere Rabbit” installation and the “Spirit of Christmas”, which involved working with London’s world-famous Regent Street to bring its signature Christmas light illuminations to Hong Kong.

“Our campaigns incorporate art, technology, social media, and internationally-inspired traditions. We constantly bring in new ideas; embracing our community and Hong Kong’s diverse culture. These have contributed to our success in the city’s retail landscape,” says Andrea Leung, general manager of leasing marketing and promotions of Sino Group.

As Hong Kongers often seek food and entertainment out and about town, Sino Malls chooses to host family-oriented yet inclusive activities and campaigns across its locations. This summer, its activities will range from an ancient career experience for kids to specially produced baby concerts, aiming to create a platform for families, rather than individuals, to enjoy their time.

These efforts by the group to offer Hongkongers new and unique experiences have drawn attention and admiration from the WWW.M A R K ET I N G — I N T ER A C T I V E.C O M

wider industry community. During the last festive season, it launched the “Sino x Niio Illumination Art Prizes 2018/19”, showcasing works from international artists on the digital walls of Tsim Sha Tsui Centre and Empire Centre.

Innovation and technology are further enhancing the shopping experiences of Sino Group’s customers. A STEM lab at Olympian City has been set up for educational purposes, and a partnership with AlipayHK has pioneered the city’s first pop up smart shopping malls.

Such tech advancements – that have increased customer participation and loyalty to the malls - have included the debut of Hong Kong’s first unmanned store, the distribution of virtual promotional red packets, the introduction of various automated payment systems, the use of smile detection technology, and much more.

By incorporating these, as well as other AI and AR-based technologies, Sino malls are aimed at engaging customers in both online and offline interactive platforms. Immersive marketing strategies enhance customers’ shopping outings, making them more comfortable, convenient, and fun.

One other major technological improvement has been Sino Group’s recently launched S+ Rewards app, which offers a wide range of exclusive offers. It allows customers to shop and spend at more than 750 merchants across three flagship shopping malls - Tuen Mun Town Plaza, Olympian City, and CityWalk - to earn points.

These can be redeemed for gifts.

The S+ Rewards app also provides other benefits such as priority status for activities in these malls. Shoppers can also redeem free parking hours directly using the app. Other features include earning badges - each of them offering special privileges such as gifts and discounts. Interactive and social features in the app allow customers to share special offers, favourites, best-buys, sales, shopping tips and memorable moments with friends.

And yet greater challenges and opportunities still lie ahead, as Leung adds, “E-commerce, or more broadly, technology is an increasingly prominent trend that has taken significant market share away from retail, but we ask ourselves about how to integrate online into offline, allowing customers to enjoy a more engaging, interactive shopping experience in the mall.”

即使面對香港零售市場的激烈競爭，信和集團商場 近年積極創新為顧客提升購物體驗。 信 和 集 團 商 場 在 今 年 的《 M a r k e t i n g 》 「營銷活動大獎」上，贏得七個獎項，成功全賴其對 市場及顧客的深入了解，並在這些基礎之上發掘全 球概念及構思，然後將其引入香港市場。該集團於 2018年透過其舉辦的活動，包括「月兔．秋燈（在中 秋節期間在中港城及利東街巡迴展覽的藝術裝置）」 ，以及「Spirit of Christmas（與世界著名的倫敦攝 政街合作推出的聖誕燈飾）」，與大眾共同慶祝東西 方佳節文化。 信和集團租務部市務及推廣總經理梁翠珊說： 「我們的推廣活動融合藝術、科技、社交媒體、及世 界各地的創意作品，我們不斷引入新的想法，並融入 本地社區、以及香港的多元文化，這一切使我們在本 地零售市場取得成功。」 香港人經常尋找市內外的美食及娛樂，因此信和 集團選擇在其旗下商場舉辦以家庭為主、並適合所有 人參與的活動及推廣宣傳，比如說今年暑假為小朋友 而設的古裝職業體驗活動、以至特別製作的嬰兒音樂 會，旨在建立一個合家歡的消閒娛樂平台。該集團致 力為港人提供嶄新獨特體驗，這些努力得到業界更廣 泛的關注及認同。信和集團去年聖誕新年期間舉辦「 信和集團 x Niio 數碼光影藝術作品賽2018/19」，在 尖沙咀中心及帝國中心的大型多媒體幕牆上展出來自 世界各地年輕藝術家的國際數碼藝術作品在奧海城 開設了STEM實驗室為小朋友提供STEM教育活動， 並與 AlipayHK合作創辦本港首間無人商店，並在推 廣期間派發虛擬紅包、引入各種自動支付系統、以及 採用笑容辨識等技術，務求令顧客購物變得更方便， 同時提高顧客的參與度及對商場的忠誠度。 奧海城在去年上演的「多啦A夢秘密道具研究 所」活動中結合AI及AR技術，透過線上及線下互動 平台吸引顧客。 信 和 集 團 最 近 推 出 的 手 機 應 用 程 式「 S + Rewards」為消費者提供一個跨商場社交互動獎賞 計劃。登記用戶可在信和集團旗下三個旗艦商場，包 括屯門市廣場、奧海城及荃新天地，使用該應用程 式於750多家商戶購物及消費，儲點數換禮品。「S+ Rewards」應用程式的會員可優先參與在這些商場 舉辦的活動，顧客亦可直接使用該應用程式兌換免費 泊車優惠。其他功能包括贏取勳章，每款勳章都可讓 顧客享用限時優惠、獨家禮遇及特別折扣。未來應用 程式中的互動社交功能讓顧客可與朋友分享優惠情 報、心水產品、必買產品、推銷折扣、購物心得及難忘 時刻。 未來將會有更多挑戰及機遇，正如梁翠珊所說： 「科技是一股日益主導的趨勢，並已顯著瓜分零售業 的市場佔有率。我們要細心思考如何結合線上與線 下，讓顧客在商場能夠享受更有趣的互動購物體驗。

AU GU S T 2 019 MARK E TING HON G KON G 3

GEN Z MAKES TRAVEL A TOP PRIORITY Z世代將旅行放在第一位 What’s on?

PR Awards What Marketing magazine’s PR Awards are the region’s premier showcase for PR professionals.

Where Kowloon Shangri-La. When 30 August.

Customer Experience conference What Marketing magazine’s Customer Experience conference returns to discuss challenges and share insights on future customer experience trends, technologies, and successful strategies.

Where Hotel ICON. When 19 September.

“The race to personalise customer experiences has seen brands rely more heavily on analytics and programmatic strategies.” 「個人化顧客體驗競賽使品 牌更依賴數據分析及程序化 策略。」

Though Millennials are still taking centre stage as an age demographic, the next youngest group, Generation Z (aged 16 to 24), is gaining attention. One major consideration for Gen Z consumers is travel, and many of them are already making big plans. 儘管千禧一代仍然是主要焦點，但下一個最年輕的Z世代（16至24歲）正引起關注。Z世代消費者最關心 的是旅行，其中許多人已定好旅遊大計。

53

%

want to experience an adventure such as paragliding or bungee jumping.

59%

的人希望體驗滑翔傘或笨豬跳等 冒險活動

are excited for all the places they will travel to in the future. 的人對將來旅行的所有目的地 感到興奮

43

%

would travel in their own country as it helps them learn and discover more about themselves. 的人會在自己的國家旅行，藉此加深 認識自我

44%

hope to visit or trek to an extreme location. 的人希望到訪或徒步旅行到 極端地區

33%

intend to study and live abroad. 的人打算在國外讀書及生活

36%

plan to visit at least three continents over the next decade. 的人計劃在未來十年內遊歷至少三大洲

Philip Duffield Managing director, advertising cloud, Adobe EMEA. Adobe歐洲、中東及非洲地區Advertising Cloud 董事總經理

4 M A R K E T I N G H O N G KO N G A U G U S T 2019

Source: Booking.com’s latest research on Generation Z travellers. 資料來源：Booking.com對Z世代旅遊人士的最新研究 W W W. M A R K E T I N G — I N T E R A C T I V E . C O M

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專題報告

FEATURE

6 M A R K ET I N G H O N G K O N G AUG UST 201 9

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專題報告

FEATURE

S K C O L B H C A BRE

露 洩 杜絕

d up l i u b o ed t e n s r ete k r a m K 重要 Why H ata literacy. 何 有 人員 廣 their d 推 市場 港 香 識對 知 據 數

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專題報告

FEATURE

Hong Kong’s marketing industry has identified the importance of data, but actually understanding how to use it is critical to success. Simon Yuen talks with marketers and IT experts on getting to grips with data literacy. 數據的重要性已得到香港市場推廣行業的肯定，但要取得 成功，就要真正了解如何運用數據。Simon Yuen訪問市 場推廣人員及IT專家，探討如何掌握數據知識。

The need to know While many a piece has been written on the importance of data, marketers are still trying to get their heads around using data to drive their businesses.

In the pre-internet age of traditional marketing – when direct mail, product samples, cold-calling, TV and publication ads ruled – marketers made decisions based on experience feedback as the ruling form of data.

In modern marketing, though feedback remains important, other more impartial forms of raw data play a greater role as customer demand for customisation only increases.

“We need data to develop world-class products since we can understand people’s behaviour through it. A super close relationship with data helps us deliver the best products,” says Calvin French-Owen, co-founder and CTO of customer data infrastructure company Segment.

And, as the floodgates of information open for marketers, they now have to know what types of data they actually require for their needs.

“Marketers need to know what hard data and soft data are,” says Edmond Lai, chief digital officer of the Hong Kong Productivity Council.

“Email addresses, phone numbers, occupations and the amount of spending are some of the typical examples of hard data, while behavioural data is a prominent example of soft data.”

By combining both hard and soft data, marketers can find target audiences easier, enabling swift amendments to their marketing strategies. Conversion rates, download numbers, and the cost-per-click can all be figured out with deft use of data.

Yet, when it comes to data, the adage of having “too much of a good thing” often rings true. Though tempting, it is not a wise decision 8 M A R K ET I N G H O N G K O N G AUG UST 201 9

to collect mountains of data, when collecting a minimal, but relevant – and manageable – pool of data is good enough.

“For example, if I invited customers to join my chain restaurant’s loyalty programme, I would only need to know the month of his or her birthday because it’s a great opportunity to offer them a coupon,” says Ravel Lai, chief digital officer of Dah Chong Hong Holdings.

He says marketers need to know more about the nature of the data they have collected, and put it into context. Mindlessly hoarding data just because it’s there may only distract marketers from seeing the whole picture.

The need to learn However, a data-driven marketing approach is no easy task, and one of the biggest challenges of using data in the industry is the potentially crippling lack of knowledge among marketers.

“Marketers may not be proficient in statistics, data modelling, and data cleansing, while they may also not know how to aggregate data. That’s why many brands are looking for data scientists and data analysts to gather and analyse a drop in the ocean,” Edmond Lai says.

While no platform can gather infinite data, if brands cannot collectively handle the data they have in a single platform, it increases the difficulty in using and exercising said data.

To better collect data, brands are also being advised to conduct social listening and competitor monitoring to get more insights from customers and the industry.

“But you need to know the goal of getting data. At Skyscanner, we aim to solve customers’ problems related to travel, and we work with companies sharing the same values with us,” says Fang Fang, growth marketing lead of APAC of Skyscanner.

Calvin French-Owen

需要認識 坊間有很多文章論述數據的重要性，但市場推廣人 員仍對如何運用數據來助長業務摸不著頭腦。 在互聯網時代來臨前的傳統市場推廣年代，直 銷電郵、產品樣本、推銷電話、電視及出版廣告大行 其道，市場推廣人員根據經驗反饙意見作為參考數 據作出決策。反饙意見對現代市場推廣雖仍重要， 但隨著消費者對個人化的需求不斷增加，其他更客 觀的原始數據變得更為重要。 顧客數據基建公司Segment聯合創辦人兼首席 技術官Calvin French-Owen說：「我們需要數據來 了解消費者的行為，從而開發世界一流的產品。緊貼 數據有助我們提供最好的產品。」 但面對資訊泛濫，市場推廣人員現時必須了解自 己實際需要哪類數據來滿足他們的需求。 香港生產力促進局首席數碼總監黎少斌說：「市 場推廣人員需要認識何謂硬數據及軟數據。」 「電郵地址、電話號碼、職業及消費金額是硬數 據的一些典型例子，而行為數據則是軟數據的一個 顯著例子。」

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專題報告

FEATURE

The higher the level of data literacy an organisation has, the better its effectiveness at marketing. But raising that knowledge bar is proving problematic.

“Limited budget is the major problem when hiring data scientists, but we are still looking for ways to enhance the level of data literacy,” Edmond Lai explains.

通過結合硬數據與軟數據，市場推廣人員可以 更易識別出目標受眾，從而迅速調整其市場推廣策 略。通過巧妙運用數據，便能輕易計算出轉換率、下 載次數及每次點擊成本。 但每當談到數據，「過猶不及」往往變成真理。 雖然 數據的力量很誘人，但收集過多數據並非明 智的決定，收集少量但易於管理的相關數據便已 足夠。 大昌行集團有限公司首席數碼官Ravel Lai說：「 例如，如果我邀請顧客加入我們的連鎖餐廳會員計 劃，我只需知道其生日月份便可以，因為這是一個向 他們送贈優惠券的好機會。」 他表示，市場推廣人員需要更深入了解其收集 的數據性質，並將其用於相關的環境之中。盲目地囤 積數據只會令市場推廣人員分心，使他們無法看清 全局。

Ravel Lai

“Generally, the level of data literacy among marketers has increased significantly in recent years.”

Digital marketing and digital analysis are utterly reliant on each other. For marketers at agencies that are unable to fund courses, the prospect of stepping up to self-learn or pay their own way is becoming an unfortunate necessity to equip themselves with the tools to compete.

And while it is extremely difficult to hire a data scientist with the requisite experience, marketers also have the option of enlisting consultancy firms to gather insights into the industry and their customers.

But the major challenge of the day is the unwillingness of customers to disclose their personal information. A never-ending stream of high-profile privacy-related news coverages and data breaches has led to a heightened awareness of data protection. A reaction, that though understandable, poses new difficulties WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

for marketers who consumer behaviour.

need

to

understand

The need to safeguard Protecting data is a chief concern – or at least it should be – for every marketer worth their salt. Data security revolves around a process of protecting accounts, databases, and files on a network by using a set of controls, applications, and other techniques.

This is followed by identifying the relative importance of the collections of data, their level

需要學習 然而，實行數據主導的市場推廣方式並非易事，行 業在數據運用方面的最大挑戰之一，可能是市場推 廣人員缺乏知識。 黎少斌說：「市場推廣人員可能不熟悉統計數 據、數據建模及數據清理，他們也可能不懂得如何 匯總數據，因此許多品牌正尋找數據科學家及數據 分析師，助其從海量數據之中收集及分析有用的數 據。」 沒有平台可以收集無限數據，如果品牌無法在 單一平台上集中處理其擁有的數據，便難以運用及 執行所述數據。

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專題報告

FEATURE

“We need data to develop world-class products since we can understand people’s behaviour through it.” 「我們需要數據來了解消費者的行 為，從而開發世界一流的產品。」 of sensitivity, noting regulatory compliance requirements, and then applying appropriate protections to secure those resources.

Data security consists of three aspects: confidentiality, integrity, and availability.

Confidentiality ensures that data is only accessed by authorised individuals, while integrity is equivalent to being reliable and accurate. Availability ensures data is available and accessible to satisfy business needs.

As brands retain oceans of customer data, the importance of protecting that data cannot be underestimated. A single leak could spark a firestorm of a PR crisis. One year on and Hong Kong still remembers the prominent example of flag carrier Cathay Pacific.

In October 2018, Cathay Pacific revealed the data of 9.4 million passengers had been accessed illegally. The kicker being the breach had been detected months earlier in March and confirmed as early as May the same year.

The incident sparked a public outcry as about 245,000 Hong Kong identity cardholders and 55,000 passport holders in the city had been affected. The extent of the breach’s notoriety was so severe that it was commonplace to hear conversations of people comparing what data of theirs had been reported as compromised in the apologetic emails they received from Cathay.

Chairman John Slosar promised to improve IT security and training and stated that law enforcement authorities would be brought in earlier in the future.

Though a data leak could damage a company’s reputation significantly, protecting data is not as difficult as one might think, since fatal mistakes often stem from simple negligence.

For example, employees may store data or sensitive files on an open platform which can be accessed by an entire network of users.

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為更有效地收集數據，品牌亦應進行社交聆聽 及競爭對手監察，以獲得更多有關顧客及行業的見 解。 Skyscanner亞太區業務增長主管Fang Fang 說：「但要知道收集數據的目的。Skyscanner收集 數據的目的，是幫助顧客解決旅行相關的問題，我們 與擁有相同價值觀的公司合作。」 企業的數據素養水平愈高，其市場推廣成效就 愈高。但提高知識水平並不容易。 黎少斌解釋：「有限的預算是招聘數據科學家的 主要障礙，但我們仍在尋找提高數據素養水平的方 法。」 「整體而言，市場推廣人員的數據素養水平於 近年顯著提高。」 數碼營銷及數碼分析唇齒相依，可惜的是，對於 那些在無法提供課程資助的代理公司工作的市場推 廣人員而言，加強自我學習或自資報讀課程正成為 其提升自我競爭力的必需品。 聘請具備必要經驗的數據科學家非常困難，但 市場推廣人員也可選擇聘請諮詢顧問公司來收集有 關行業及其顧客的見解。 但目前的主要挑戰是顧客不願意披露自己的個 人訊息。接連不斷的大規模私隱相關新聞及資料數 據洩漏事件使大眾對數據保護的意識提高。這種反 應可以理解，但同時為需要了解消費者行為的市場 推廣人員帶來了新的挑戰。

需要保障 Fang Fang

Other than the obvious advice of paying closer attention, utilising security software that classifies and moves sensitive data to secure locations on a system is both an easier and safer solution to this problem.

More draconian, but effective methods include strictly limiting users’ access. To be blunt, not everyone in an organisation needs to see customers’ personal information.

To better protect data, it should not be overexposed to employees or other users.

If they can’t access the data, they can’t be compromised, so stopping access to data beyond their needs simply makes sense.

Brands can also limit the use of outside computers and other equipment to avoid some of the more nefarious back door methods of entry.

保障數據對每位稱職的市場推廣人員來說是一個首 要重視的問題，或者至少應該是這樣。數據安全圍 繞運用一套控制軟件、應用程式及其他技術來保護 網絡上的帳戶、數據庫及文件的過程。 其次是確定收集數據的相對重要性、數據敏感 度、要留意的法律合規要求，然後採取適當的保護措 施來保護這些資源。 數據安全包括三方面：機密性、完整性及可用 性。機密性確保僅授權人士可以訪問數據；完整性等 同於數據要可靠準確；而可用性確保可根據業務需 求使用及訪問數據。 品牌保留大量客戶數據，因此保護數據的重要 性不容忽視，一次數據洩漏可能會引發一場公關災 難。一年過去，港人仍記得旗艦航空公司國泰航空的 典型例子。 2018年10月，國泰航空公布有 940萬名乘客的 資料數據被非法取覽，違規行為於3月初被發現，並 於同年5月獲得確認。 有 24.5萬名香港身份證持有人及5.5萬名護照 持有人受到該事件影響，引來公眾猛烈抨擊。醜聞引 起廣泛討論，經常聽到大眾談論國泰向他們發出的 道歉電郵，對比當中所報告的外洩資料有那些與自 己有關。 國泰航空公司主席史樂山承諾改善公司的 IT保 安系統及培訓，並表示將來會及早通報執法機關。 資料數據外洩可能會嚴重損害公司的聲譽，但 保護數據並不是想像中那麼困難，因為致命的錯誤 通常源於簡單的疏忽。 例如，員工可能在所有網絡用戶都能訪問的開放 平台上儲存數據或敏感文件。除了提醒員工要小心 注意處理數據等明顯建議外，運用安全軟件將敏感

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專題報告

FEATURE

Edmond Lai

Just as excessive data collection can be unwieldy, the more data that a brand collects, the higher the risk of it being leaked or hacked.

Collecting excessive data is equivalent to wasting time and resources to handle it, so brands are advised to collect only data that is necessary.

Requesting unnecessary data from customers has another downside of note – that they become even more skittish about why WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

brands need all the information in the first place, and how safely it will be stored. That, again reasonable fear, can drive them away.

A small, yet useful step is to enable customers to opt-out of submitting personal information. Other measures to enhance customer confidence include destroying data after brands have used it. This not only reduces the risk of hacking, but it also – if publicised – reinforces customer confidence about privacy measures and transparency.

But really, it is regular training for staff that is the most essential step for protecting data.

Through comprehensive security programmes and policies, everyone in a company can understand the importance of data protection and adhere to the guidelines.

That doesn’t mean putting the onus on staff and letting organisations off the hook.

They should adopt encryption technologies and update frequently – and regularly – to avoid attack from hackers. Installing the latest security software, browsers, and operating systems are the best ways to keep hackers and online threats at bay.

Because, at the end of the day, you don’t want your brand being the next one people chat about having lost their data with over a pint.

數據分類並轉移至系統上的安全位置是既簡單又安 全的解決方法。 更嚴格而有效的方法包括嚴格限制用戶的訪問 權限。坦白說，並非每位公司內部人員都有需要查看 客戶的個人資料訊息。 為更好地保護數據，不應向員工或其他用戶給 予過多的數據訪問權限。如果他們無法訪問數據，他 們就不會洩露，因此停止讓員工瀏覽超出其所需範 圍的數據是合理的做法。 品牌還可以限制使用外部電腦及其他設備，以 避免一些更嚴重的黑客入侵方式。 正如過度收集數據可能會令數據變得難以處 理，品牌收集的數據愈多，資料外洩或被黑客攻擊的 風險就愈高。收集過多的數據需要浪費時間及資源 來進行處理，因此建議品牌只收集必要的數據。 向顧客要求提供不必要的數據還有另一個缺 點，他們會從一開始便對品牌為何要收集所有訊息 更加敏感，並質疑資料儲存的安全性。這些合理的 恐懼會把他們嚇走。 一個有用的小步驟是讓顧客選擇不提交個人資 料。其他提高顧客信心的措施包括品牌將用完的數 據銷毀，這不僅可以降低黑客攻擊的風險，如果宣傳 得宜的話，還可以增強顧客對品牌的私隱保障措施 及透明度的信心。 事實上，向員工提供定期培訓是保護數據的最 重要一步。通過全面的保安計劃及政策，公司的每 個人都可以理解數據保護的重要性並遵守指引。 這並不代表將保護數據的責任從企業轉嫁至員 工身上，企業應採用系統加密技術並經常定期更新， 以防黑客的攻擊。安裝最新的安全軟件、瀏覽器及操 作系統是預防黑客及網絡威脅的最佳方法。 畢竟，沒有人希望自己成為下一個因數據洩露而 受人非議的品牌。 AU GU S T 2 019 MARK E TING HON G KON G 1 1

觀點

OPINION

Richard Tunbridge Group creative director Publicis Hong Kong

HOT: TOP GUN: MAVERICK OFFICIAL TRAILER I don’t remember being a huge fan of Top Gun. It was a pumpedup slice of 1980s machismo, melodrama, and volleyball. Tony Scott directed it with a fetish for hardware, mechanical and corporeal.

Everything was bathed in sunset filters, replete with the music of Berlin, Harold Faltermeyer and Giorgio Moroder. I’m not even a huge fan of Tom Cruise, although Edge of Tomorrow is great and parts of Mission: Impossible are fantastic entertainment.

So, I was somewhat surprised by the joy I got from the trailer for Top Gun: Maverick. This had me at hello, so to speak. And the chime of the opening chords was all it took. Like the jet charging towards the screen, that world was upon me immediately. Same, but different.

It’s 30 years later, but things have changed, for Maverick, and the film makers. The dialogue is almost noir in its delivery. Every line is a punchy headline. The cinematography, the pace of the edit, the sound design. New and improved. The sonic cues of the past return, intermittently, to great effect. It does everything an ad for a movie is supposed to do. I’ll be there opening night.

讚:《壯志凌雲：獨行俠》 我不是《壯志凌雲》的忠實粉絲。那是 80 年代一齣由東尼•史葛執導、充 滿男子氣概的勵志電影，片中不乏打排球的熱血場面，並大量運用硬件、 機械和金屬元素，畫面用上黃昏色調濾鏡，並配上豐富的柏林、Harold Faltermeyer及Giorgio Moroder音樂。我甚至不是湯告魯斯的忠實粉絲，雖 然《異空戰士》很精彩，《職業特工隊》的部分內容也非常具娛樂性。 因此，我有些驚訝自己竟然會因為看到《壯志凌雲：獨行俠》的預告片而 感到開心，可以說是一見鍾情，開場音樂已經將我俘虜。就像飛機沖向屏幕 一樣，我立即就投入那個世界。相同但不同。30年後，《壯志凌雲》的劇情及 製片人都變了。全片幾乎都是黑色對話，每一句都是金句。電影攝影、編輯節 奏、聲音設計，嶄新而進步。過去熟悉的聲音穿插其中，令人回味。這正是電 影廣告的最佳示範，首映當晚我會捧場。

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AD WATCH 廣告 點評

NOT: GUINNESS – CREAMY In a recent study, respondents were asked to recall Guinness campaigns over a 15-year period. From among 20, they only remembered one. And it hadn’t been used since 1999. Good things come to those who wait. It’s unlikely this campaign will be recalled as fondly.

I first encountered it on the MTR. Then I saw it on a bus. I wish it had run over me. At least I wouldn’t have to see it anymore. The headline, according to Google, translates as home taste smooth. I asked locals if there was any nuance in that, but they seemed just as confused.

“So creamy!” says the English version. Thanks for that. The moustache gag has been accused of ripping off or paying homage to Got Milk, but that would be unfair to milk. Besides, people do this with Butterbeer at Hogwarts in the Harry Potter World. Maybe there’s some puerile innuendo devised by, and for, the orally fixated.

Either way, it seems brand deaf, tone deaf and definitely out of place. There’s four logos, but I still don’t believe it’s a Guinness ad.

彈: GUINNESS —「家•嚐•幼滑」 在最近的一項研究中，受訪者被問到15年來印象最深刻的健力士啤酒廣 告。20個廣告當中，他們只記得一個，而且已經是1999年的廣告。好的東西 永遠是留給願意等待的人，但這個廣告應該不會令人有好的回憶。 我最先在地鐵看到這個廣告，然後在巴士上看到。我真希望不用再看到 這廣告。廣告的標題是「家•嚐•幼滑」，我問本地人這是否有何含義，但他 們似乎同樣一頭霧水。 英文版說：「太幼滑了！」多謝解釋。鬍子笑話被指是抄襲或向Got Milk 致敬，但這對牛奶不公平。此外，《哈利波特》世界的霍格華茲奶油啤酒都有 相同的效果。也許這是一些口腔期不滿足的人的一些幼稚諷刺。 無論如何，廣告似乎與品牌形象不符，語調不符，絕對不得其所。廣告上 有四個品牌標誌，但我仍然無法相信它是健力士啤酒廣告。

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DATA LITERACY ................................................................................................................................................................................................................

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DATA LITERACY ................................................................................................................................................................................................................

The state of data literacy 數據知識現狀

In 2019, data is an invaluable thing. The insights that can be generated on a brand’s audience are totally incomparable to what was possible in previous years.

And with new information-gathering methods – such as chatbots, in-store retail tech, and smartphone applications – and analytical tools, software packages and services being developed daily, we have barely touched on the potential to better understand audiences and cater to their needs because of data.

However, the flip side to this rapid expansion is that in 2019, data can be extremely intimidating. It’s extremely easy to be overwhelmed by the vast array of options available, not only in what data is worthwhile, but how to even make use of what data you have.

What’s more, when you don’t even understand the extent to which data has its own language, it’s easy to back off and miss out, or dive in without understanding and make mistakes.

In this Master Report – “The state of data literacy” – Jeffrey Hau, the director of Prizm Group, attempts to ease your concerns about understanding and utilising data. It provides a solid entry guide on how to get a team to embrace this wonderful tool for marketers and seize the opportunities it can provide. And the key to it all is understanding how to talk the talk before walking the walk.

在2019年，數據是非常寶貴的資源，從數據 獲取的品牌受眾洞悉，與以往相比完全無可比 擬。 憑藉新的訊息收集方法，例如聊天機械人、 店內零售科技及智能手機應用程式，以及日新 月異的數據分析工具、軟件套裝及服務，數據 讓我們略為感受到更深入了解受眾並滿足其需 求的潛力。 但數據迅速增長的另一面是，在2019年， 數據可能變得非常令人可畏。很容易會被大量 可用選擇所淹沒，不僅難以確定哪些數據具有 價值，甚至無法了解如何善用所擁有的數據。 更重要的是，在甚至不甚了解數據自身語言 的情況下，很容易便會退縮並錯失機遇，或者在 不理解的情況下盲目投入並犯錯。 在今期Master Report「數據知識現狀」 中，Prizm集團總監侯晉熙試圖助您減輕對如 何理解及善用數據的憂慮。它提供一套實用的 入門指南，介紹如何讓團隊掌握這個對市場推 廣人員相當有用的出色工具，並抓緊其中的機 遇。這一切的關鍵，在於如何在實行之前有充 分的了解。

BROUGHT TO YOU BY:

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DATA LITERACY ................................................................................................................................................................................................................

What is data literacy?

Over the past few years, data analytics and datadriven insights have been the most commonly heard jargon in the marketing field, with the rising demand for data scientists making it one of the hottest jobs around. Corporates and agencies are setting up data teams with the aim of tackling the enormous amounts of data available thanks to advancements in data collection technology.

However, managers believe that new data teams will only create a deadlock of what we call “organisation silos”. This where a data team either hoards all the insights to themselves or the data remains dormant as cold numeric figures doomed to be phased out when other divisions in the organisation don’t bother to work with it.

The solution is to nurture data literacy among all members of a company. Gartner, the world’s leading research company, defines data literacy as the ability to read, write and

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communicate data in context, including an understanding of data sources with analytical methods and technical application.

Getting ready for the workplace Imagine, if you will, a library with the most extensive collection of books. Without the ability to read and appreciate them, the texts are nothing more than collections of paper and ink.

In every workplace – regardless of the diverse backgrounds of individual staff members – a common language is needed to facilitate universal communication. Now is the time to teach all team members a new language so they may collectively start “speaking data”.

To nurture this new language, we require a combination of technology and talent. However, just as it is not necessary to have a literature degree to perform everyday communication, we should not expect our colleagues to speak in Python or R.

數據知識是甚麼？ 過去幾年，數據分析及數據驅動的見解成為市場推 廣行業最常聽到的術語，數據科學家一職亦因需求 不斷增長而成為最熱門的職業之一。數據收集技術 不斷進步，提供了大量可用數據，因此企業及代理 公司正建立數據團隊，以便能夠有效處理這些龐大 數據。 然而，管理人員認為新的數據團隊只會造成我們 稱之為「組織孤島」的僵局，因為數據團隊要不將所 有洞悉自己收藏起來，要不組織其他部門不願意參考 數據，使數據變成注定要被逐步淘汰的冰冷數字。 解決方法是為公司所有成員培養數據知識。全 球領先的研究與顧問諮詢公司Gartner將數據知識 定義為能夠根據情境讀取、編寫及詮釋數據的能 力，包括使用分析方法及技術應用來理解數據源。 為工作環境做好準備 試想像一下，一個擁有最豐富藏書量的圖書館，如果 沒有人能夠閱讀及欣賞這些書籍，它們只不過是一 堆紙張與墨水的合成品。 在每個工作環境，即使每位員工的背景各有不 同，都需要一種共同語言來方便日常溝通。現在是時 候教導所有團隊成員一種新的語言，讓他們可以集 體開始「說數據」。

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The keys to becoming data literate Mighty oaks grow from the tiniest of acorns, and some basic steps can gauge if we are on the right track.

Take a hypothetical scenario in which we are introducing data literacy to an F&B chain restaurant. Not only has each industry got its own domain of knowledge, but sometimes a brand in the same vertical carries its own unique cultural information. Therefore, it is crucial for all members – especially the newly joined – to be equipped with this mindset and get into the habit of frequently using data terms and definitions.

When we talk about the turnover rate in the context of a restaurant, it implies how busy your business is during the day. But without fully understanding the restaurant’s policy (such as allowing shared tables) then we may misinterpret table turnover data when we should be collecting seat turnover data.

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Be extremely sceptical and sensitive When preparing to examine a data set, this is when someone’s data senses should kick in..

They should be inspecting the data for ambiguities: checking if any part is missing (for example, is the time frame logged when comparing time-relevant data); scrutinising the data selection process (for example, is the representative group significant?); and tallying the statistical dimensions and filters (for example, has some data been omitted?).

Being sceptical, critical and sensitive to data is crucial. In school, we were told that numbers do not lie, but truth be told, liars use numbers. Thus, it is the duty of every member of the organisation to put on their detective cap and question the credibility and trustworthiness of every data source.

As we become more reliant on data, data’s trustworthiness becomes extremely vital.

Traditionally, management has the belief that insights which are driven by intuition are fragile, but conversely, if we put our trust solely in data, it can be catastrophic if that data fails.

為培養這種新語言，我們需要結合科技與人才。 然而，正如無須具備文學學位來進行日常交流一樣， 我們不應期望同事用Python或R來交談。 成為數據文化人的關鍵 強大的橡樹從最細小的橡果中生長出來，一些基本 步驟便可衡量我們是否向著正確的方向進發。 假設我們向一家連鎖餐廳引入數據知識。每個 行業不僅擁有自己的知識領域，有時同一個行業的 品牌也會擁有自己獨特的文化資訊，因此所有成員都 必須具備這種思維模式，並養成經常使用數據術語 及定義的習慣，這對於新加入的成員尤其重要。 談到一家餐廳的周轉率，是指餐廳在白天的業務 繁忙程度。但如果沒有完全理解餐廳的政策（例如允 許客人共用餐桌），便可能會錯誤解讀餐桌周轉率數 據，因為實際上應收集的是座位周轉率的數據。 要極度懷疑及敏感 在準備檢查數據時，數據觸角是時候大派用場。 應檢查數據是否存在歧義：檢查有否缺少任何 部分（例如在比較時間相關數據時，是否已記錄時間 範圍）；仔細檢查數據選擇過程（例如，參考群組是 否具代表性？）；並點算統計維度及篩選器（例如， 是否省略了一些數據？）。

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對數據持懷疑、批判及敏感的態度很重要。學 校告訴我們數字不會說謊，但事實是騙子利用數字 說謊。因此，組織的每位成員都有責任運用偵探頭 腦，質疑每個數據源的可信性及可靠度。 隨著我們愈來愈依賴數據，數據的可信性變得 至關重要。傳統上，管理層認為由直覺主導的洞悉 不可靠，但相反如果單靠數據，萬一數據出錯便可能 釀成災難後果。

Interpreting data Once we authenticate our prime data, we can finally deep-dive and start interpreting it. As we accumulate experience in studying data, red flags will become visible naturally. Like picking up a faster standard reading speed when you build it into a habit, or how an experienced mechanic can tell the deficiencies of a vehicle just by listening to the engine noise.

By observing trends and patterns regularly, and where they skew, you should be able to instinctively identify outliers and irregularities.

For example, when the average frequency of a customer ordering a delivery meal is 28 times a year, it might be worthwhile to investigate the small group of outliers that ordered out over 200 times a year.

Business opportunities and untapped audience groups can be leveraged using data.

Such as when we discover the peak hours of a few particular stores are skewed, we can design a customised marketing strategy instead of a

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blanket solution that generalises all the stores to increase conversion for that segment.

Making predictions Coming up with predictions is often – and no I’m not making a typo – both the most difficult and the absolute easiest part of the journey. Without having a cautious and critical mindset, we are prone to slippery slopes and careless misjudgments.

The solution is to familiarise yourself with the basics in research methodology. Be wary about the potential pitfalls before resting on any conclusion.

Meanwhile, if we rely on a single channel such as EDM responses to generalise customer preferences, the findings may be limited due to biased sampling.

Additionally, keep an eye out for faulty causations and correlations. When investing increased marketing dollars during a company’s peak season, a higher sales return

解讀數據 一旦完成對主要數據的驗證，終於可以深入了解並開 始解讀它。隨著積累數據研究的經驗，自然很容易便 可察覺問題所在，正如養成一目十行的閱讀速度，或 者經驗豐富的技工如何單靠聆聽發動機噪音來判斷 車輛的缺陷。 通過定期觀察趨勢及模式，以及其傾斜度，應該 能夠本能地識別出異常值及不規則性。 例如，平均每位顧客每年訂購28次外賣，可能值 得研究一下每年訂購超過200次外賣的少數異常值 群組。 善用數據可把握商機及開拓新客源。例如，發現 一些特定商店的高峰時段出現傾斜時，我們可以為其 設計一套訂制的市場推廣策略，而不是採取普遍商店 適用的一般方案，以提升該特定群組的轉換率。 作出預測 我沒有寫錯，作出預測往往是過程中最困難而又絕 對最簡單的一環。如果缺乏謹慎及批判的思維，便很 容易會失足及作出粗心的錯誤判斷。 解決方法是熟習研究方法的基礎知識。在得出 任何結論之前，要警惕潛在的陷阱。 與此同時，如果依靠單一渠道（如EDM回應）來 概括顧客偏好的話，調查結果可能會因偏差樣本而 受到限制。 此外，要小心留意錯誤因果關係及相關性。在公 司旺季期間增加市場推廣投資，銷售回報上升結果 可能只是由於不相關的季節性因素，未必反映出與 投資增加的直接因果關係。

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result may not be as much a sign of cause and effect, as it may simply be due to an unrelated seasonal factor.

What’s next?

There are some quick recommendations on the to-do list: Every workplace should initiate data workshops for all colleagues, educating them on the basic concepts of data, statistics and research, and how data is applied in a business context.

Team leaders that drive meetings should encourage their members to approach issues with an analytical mind and make data-informed decisions. With input from team members,

data reports with guided footnotes should be circulated and shared in an organisation.

Language is best learned with an immersion approach, so as with data, try to spend more time immersed in the subject.

It’s worth mentioning again, as members of our flourishing shared economy we all have a responsibility to contribute to the data economy that sits at its foundation. With a handful of data scientists, we’ve gained the ability to create presentations with complicated statistical models and intuitive visualisations. If we combine this with a workplace that can think and talk with data, brands and business will launch themselves forward into an era of data.

展望未來 以下有一些簡短的待辦事項建議：每家公司應為所 有同事舉行數據研討會，向他們介紹數據、統計及研 究的基本概念，以及如何將數據應用在業務環境之 中。 推動會議的團隊領袖應鼓勵其成員以分析性思 維方式處理問題，並根據數據作出決策。綜合團隊成 員的意見，加入指引註腳的數據報告應在組織內分 發及分享。 融入語境是學習語言的最好方法，因此對於數 據，嘗試花更多時間融入其中。 值得再次一提的是，作為蓬勃發展的共享經濟 一員，我們都有責任為作為其基礎的數據經濟作出 貢獻。全賴少數的數據科學家，我們現時能夠運用複 雜的統計模型及可視化直覺數據來製作演示文稿。 如果將這種能力結合能夠運用數據來思考及交談的 工作環境，品牌及企業將自行邁進數據時代。

ABOUT PRIZM Group Based in Hong Kong, PRIZM Group is Asia’s specialist in digital marketing, e-commerce, and payment processing technology. As the winner of numerous local and international awards and recognitions, PRIZM Group strives to break conventional boundaries and deliver ground-breaking insights in the digital era by providing one-stop solutions to integrated digital marketing, e-commerce management and operation, and online and mobile payment technology. 關於PRIZM GROUP PRIZM Group以香港為總部，是亞洲一間集合數碼市場推廣、電子商貿及支付科技的綜合公司。PRIZM Group多年來獲得本地及 海外多個殊榮，致力在數碼年代打破常規，結合數碼市場推廣、電子商貿管理及營運，以及網上和流動支付科技系統，為商戶帶來 一站式的方案，應付業務所需。

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SNAPPED 快拍 HSBC Primary School Touch Tournament 2019 DATE: 21 June.

VENUE: King’s Park Sports Ground.

1. In support of HSBC’s “Try Rugby Programme” partnership, HSBC joined forces with the Hong Kong Rugby Union to hold the HSBC Primary School Touch Tournament.

2. Primary school students

received tips from Hong Kong Rugby star Stephanie Chan.

3. More than 1,300 students from

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46 primary schools – of which 24 had already participated in the programme – played a role in the two-day tournament.

4. Hong Kong Rugby star Josh Dowsing demonstrated some ball passing and catching techniques.

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Opening of KFC’s first concept store DATE: 16 July.

VENUE: Causeway Bay. 1. Fast-food chain KFC opened its first concept store. Created as a trendy socialising hub, it’s targeting the younger photohappy generation. Located on the corner of Hennessy Road and Percival Street, the store can accommodate 150 customers.

2. Spanning three storeys, a

street-level kiosk offers desserts and ice-cream, while the first floor has self-ordering kiosks with modern bar stools. The second floor is a dining area where the walls are decorated with murals.

Three-dimensional art installations have been installed at each stairway, tempting customers to take and share photos.

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3. As the restaurant chain aims

to raise the fast-food dining experience, it has also introduced freshly cooked-to-order food items.

The concept store will introduce new items on a regular basis.

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Schweppes’ ‘Listen to the flavours of life’ music concert DATE: 3 July.

VENUE: ArtisTree, Taikoo Place.

1. As part of Coca-Cola’s rebranding campaign of its Schweppes series, the company collaborated with Project After 6 – Taikoo Place’s office portfolio engagement programme – to host a music concert.

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2. The music concert was themed

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around the “sweetness, sourness, bitterness, and spiciness” of life.

Schweppes partnered with local restaurant Mr & Mrs Fox for the event to introduce a series of four speciality cocktails and mocktails to echo this theme.

3. Schweppes’ brand

ambassador Jun Kung performed at the concert.

4. Several talented office workers who participate in Project After 6 also performed on stage.

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Don Don Donki Hong Kong store opening DATE: 12 July VENUE: Mira Place 2, Tsim Sha Tsui.

1. Japanese discount store chain Don Quijote has expanded to Hong Kong with its first Don Don Donki store situated in the heart of the city.

2. With a span of 15,000 square

feet, the store has been crammed with customers since it opened.

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3. One of the most popular sections

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is the sweet potato factory which offers a variety of sweet potato ready-to-eat products.

4. The store features a diverse range of products, including groceries, make-up products, skincare lines, and electronic appliances, as well as ready-to-eat food and beverages.

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CHINA DIGITAL BRANDSTORM DISSECTING THE CHANGING DYNAMICS OF THE CHINESE DIGITAL ECOSYSTEM 中國 數 碼 品 牌 營 銷 大 會 剖 析 中國 數 碼 生 態 系 統 的 演 變 At the first-ever China Digital Brandstorm conference, China experts laid out brand strategies for digital commerce in the country, equipping the audience with first-hand insights and experiences. 在首屆中國數碼品牌營銷大會上，中國專家為國內數碼 商務制訂品牌策略，為與會者提供第一手的見解及經驗。

DATE: 23 May 2019

VENUE: The Mira

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Kicking off the event was a keynote address by Darren Chuckry, chair at The Marketing Society. During his presentation, he said that now is the age of customers, and that technology can help drive insights and improve customer relationships.

“Technology-driven insights enable companies to understand and engage with customer habits, and discover new opportunities with them,” he said.

He expanded on how technology can be used to collect public data from a wide variety of platforms which can help to deliver personalised and contextual experiences to customers. He then introduced the idea of a customer data platform (CDP).

Chuckry said the CDP system unifies a company’s customer data from marketing and other channels to enable customer modelling, optimising the timing and targeting of messages and offers.

At the end of his presentation, Chuckry highlighted some benefits of using a CDP. For example, a company can offer consistent customer experiences and messaging across all channels, increasing the efficiency of its operating structure, and assisting in 2 4 M A R K ET I N G H O N G K O NG A UG UST 201 9

understanding the relationship between offline and online experiences, store sales, and eCommerce.

William Hung, business development director at Datatech.ai, gave his talk on how analysing customer behaviour and creating personalised content can achieve better ROI. He said that by analysing a customer’s last visit, frequency, and the amount he or she has spent over the past 12 months, along with other preferences, patterns and behaviours, brands can figure out the characteristics of a customer.

By knowing these insights and performing segmentation, brands can then offer personalised messages.

He said personalised content helps increase the open rate of messages across online platforms. Also, response and ROI are a lot higher than normal messages, as relevant messages trigger actions from customers.

Hung also mentioned how Facebook and WeChat tracking and personalisation offer a better experience. By interacting with a Facebook user, brands can offer personalised messages to persuade them to join as a member.

It also builds a closer relationship with potential customers before they make a

The Marketing Society主席Darren Chuckry 的主題演講為當日會議揭開序幕。他在演講中談到 現時是顧客時代，而科技可為品牌提供洞悉，並改善 與顧客的關係。 他說：「科技主導的洞悉有助企業了解並配合顧 客的習慣，從中發掘新機遇。」 Chuckry 進一步解釋如何善用科技從各種平台 收集公眾數據，並藉此為顧客提供符合情境的個人 化體驗。他隨後講述顧客數據平台（CDP）的概念。 Chuckry表示，CDP系統有助企業統一來自市 場推廣及其他渠道的顧客數據，讓企業能夠建立顧 客模型，優化訊息及優惠的時間及目標。 演講結束前，Chuckry強調運用CDP的一些好 處，例如企業可在所有渠道上提供一致的顧客體驗 及宣傳訊息，提高其營運架構的效率，並有助了解離 線與在線體驗、商店銷售及電子商務之間的關係。 在另一場演講中，Datatech.ai 商務發展總監 William Hung講述分析顧客行為及打造個人化內容 如何有助獲取更高投資回報。 他表示通過分析顧客最近一次的到訪記錄、頻 率、以及他／她在過去12個月的消費金額，以及其他 喜好、模式及行為，品牌可以了解顧客的特徵。通過 獲得這些見解並進行細分，品牌便可提供個人化的 訊息。 Hung表示，個人化內容有助提高訊息在網上平 台的點擊率。此外，相關的訊息能觸發顧客行動，因 此反應及投資回報率亦較一般訊息高很多。 WWW. MARK E TING– IN TE RAC TI VE . C OM

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Hung亦提到Facebook及微信的追蹤及個人化 功能如何帶來更佳的體驗。品牌通過個人化訊息與 Facebook用戶進行互動，藉此說服他們加入成為會 員，並在他們決定購物或成為會員之前，與潛在顧客 建立更緊密的關係。 BiddingX東南亞及澳洲區副總裁Adrian Teh在 其演講中強調中國數碼市場存在的一些障礙，包括高 昂的最低廣告支出、打入及理解市場的困難，以及中 國有大量的出版商、語言及商業註冊，然後談到程序 化廣告的力量。 Teh說：「程序化廣告有很多優點。我們運用智 能數據識別目標受眾，並自動通過創意訊息在優質網 站及應用程式聯繫目標受眾。此外，我們根據受眾洞 悉及長遠數據管理策略建立品牌親和力。」 了解中國的互聯網市場也是成功的關鍵。QS Search總經理David Ip談到顧客生命週期如何從單 向行為演變成複雜的數碼互聯網絡。 網上購物、觀看教程、閱讀評論、發表評論及撰 寫網誌是目前最常見的顧客行為，顧客可以同步在 網上進行這些活動，同時觀看橫額廣告或YouTube

decision to purchase or become a member.

In his talk, Adrian Teh, vice-president of Southeast Asia and Australia at BiddingX, highlighted some of the obstacles that exist in China’s digital landscape. These included the high minimum buy of ad spend, difficulties in setting up and understanding the market, and the plethora of publishers, languages, and business registrations in China. He then talked about the power of programmatic advertising.

“Programmatic advertising has lots of advantages. We identify target audiences through smart data, and engage target audiences on premium sites and apps programmatically with creative messages.

Also, we build brand affinity based on audience insights and long-term data management strategies,” he said.

Understanding China’s internet landscape is also crucial to success and David Ip, general manager of QS Search, spoke about how the customer life cycle has evolved from a oneway street of behaviour to a complex, digitally interconnected network.

Online shopping, watching tutorials, reading reviews, posting comments, and blogging are some of the most common current customer behaviours. Customers may perform these activities simultaneously online, while watching banner ads or YouTube ads.

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essential to the consumer journey.

“The sooner you establish your brand and begin to make traction, the more likely you will be able to realise continued success in this vast market of opportunity (in China),” Ip said.

Cynthia Lau, director of CruiSo, said that in China, social media platforms have already integrated eCommerce. Apart from core social media platforms WeChat and Weibo, other alternatives include Douyin, Zhihu and Xiaohongshu, offering even more opportunities for brands.

“Influencers across different platforms use creative content to promote brands, arouse curiosity, and resonate with their audience in order to deliver a positive brand image and redirect these audiences to eCommerce platforms to drive sales,” she said.

Raymond Chan, managing director of 9F International Businesses, concluded the day by showcasing the uniqueness of an AI consulting robot.

He said that in addition to having a tailored personality, it offers fast round-the clock service and can adapt to provide accurate advice to customers; valuable assets in any market.

廣告。 此外，一個人一天或會使用不同設備來執行各種 工作任務或滿足個人需求，因此屏幕互聯現時對消費 者旅程至關重要。Ip說：「愈早建立自己的品牌並開 始爭取關注，就愈有可能在（中國）這個龐大機會市 場取得持續的成功。」 Cruiso總監Cynthia Lau表示，在中國，社交媒 體平台已跟電子商務相結合，除微信及微博兩大主要 社交媒體平台外，還有抖音、知乎及小紅書等其他選 擇，為品牌提供更多機會。 她說：「不同平台的網紅運用創意內容來宣傳品 牌、引發好奇心、並與觀眾產生共鳴，以打造正面的 品牌形象，並引導這些受眾轉向電子商務平台以刺激 銷售。」 9F International Businesses董事總經理 Raymond Chan通過展示人工智能諮詢機械人的特 點，為當日會議畫上圓滿句號。他表示機械人能為顧 客提供迅速回應、個人化個性、全天候服務及精確提 示，這些特點對每個市場都很重要。 AU GU S T 2 019 MARK E TING HON G KON G 2 5

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An engaging marketing event can attract a pedestrian to become a customer; a great hands-on experience can turn a mere consideration into an on-the-spot purchase.

Marketing events have come a long way in the past few years – from simple activations to sophisticated experiences. Events nowadays are no longer confined to the physical realm, as marketers are leveraging technology to connect offline to online. And this was clearly showcased by the finalists in this year’s Marketing Events Awards.

These awards recognise and honour the very best of Northeast Asia’s event marketing, management, and planning industry. Marketers have been pushing the envelope on event quality. And that’s an accomplishment we can all be proud of as the industry moves forward.

Congratulations to all this year’s winners. 引人入勝的營銷活動可以吸引路人成為顧客；令人滿意的親身體 驗可以令單純的購物考慮變成即場消費。 營銷活動在過去幾年取得重大進步，從簡單的活動變成豐富的體 驗。今時今日的活動不再局限於物理界限，市場推廣人員正善用 科技將線下與線上連接起來，今年的「營銷活動大獎」入圍作品 正是最佳的示範。 這些獎項肯定及表揚東北亞地區活動營銷、管理及規劃行業的最 佳作品。市場推廣人員不斷精益求精，致力提升營銷活動的質素， 推動行業向前發展，這一切成就都值得我們引以自豪。 恭喜今年所有得獎者。

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JUDGES Janny Sy Marketing and Communications Director, Asia Pacific agnès b. HK

Amanda Chan Agnes Yu Director

Marketing and Communications Lead Oatly Hong Kong

EEM Asia

Rilla Roessel Jennifer Spano

Director of Marketing – APAC Pearson

Director, Head of Global Brand Marketing Furrion

Janis Tse Eric Leong

Global Marketing Director Plaza Premium Group

Vice President – Branding, Marketing Genting Cruises Lines

Angel Law Associate Director, Events Management

Hilda Chan

sky100 Hong Kong Observation Deck

Brand Marketing Hong Kong Tourism Board

Freya Bi CeCe Hoang

Director of Marketing and Communications The St. Regis Shenzhen

Director of Marketing Communications Hotel Alexandra

Kevin Tsang Head of Corporate Marketing

Carol Lu

United Asia Finance

Senior Manager, Merchandising K11 Retail

Lindsey Sack Global Head of Brand and Operations

Julieta Leong

Vistra

Deputy Director – Marketing and Events (HK) Lan Kwai Fong Group

Anna Tang Marketing Director

Elisa Chan

Volkswagen Hong Kong

Head of Marketing Maud Frizon Paris

Sandy Russell Vice-President, Sales and Marketing Wharf Hotels

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Best Event – Health and Fitness

Best Use of Multi-Channel

GOLD

GOLD

AIA International Campaign: AIA 100 • Water Curtain Agencies: T Creative, As One Interactive

Coca-Cola China Brand: Coca-Cola Campaign: Coca-Cola City-wide TETRIS Viva Agencies: REPRISE, UM

SILVER Hang Lung Properties Brand: Fashion Walk Campaign: Fashion Walk King of Sports

SILVER Sun Hung Kai Real Estate Agency Brand: apm Campaign: apm’s Football Fever Hat Trick Campaign

BRONZE Mercedes-Benz Taiwan Brand: Mercedes-Benz Campaign: Mercedes-Benz C-Class Taiwan Launch – “The C-Class Sports Pop-Ups” Agency: SMS GROUP

BRONZE Sun Hung Kai Properties Brand: iapm mall Campaign: iapm Be-Selfied Fashion Runway

Best Exhibition Event

Best Event – Retail

GOLD

Lee Tung Avenue Management Company Campaign: The Spirit of Christmas Agencies: MAKEITLOUD Marketing, C3 Project Management

GOLD

L’Oréal Hong Kong Brand: Atelier Cologne Campaign: The Smell Of Stories Agency: REPRISE

SILVER China Hong Kong City, Lee Tung Avenue Campaign: The Moon Rabbit Lumiere Agency: Boxing Promotions

SILVER Cityplaza Campaign: Cityplaza x LEGO®: Build Happiness Together Agency: Etymon

BRONZE Alipay Payment Services (HK) Brand: AlipayHK Campaign: AlipayHK Futureland

BRONZE La Roche-Posay Campaign: La Roche-Posay Parents Academy Agency: REPRISE

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Best Event – Targeted Community

Best Media Event

GOLD

GOLD

Alipay Payment Services (HK) Brand: AlipayHK Campaign: Smart Mobility Boundless Living Corporate Event

La Roche-Posay Campaign: La Roche-Posay Parents Academy Agency: REPRISE

SILVER the pulse Campaign: The pulse Endless Summer – The Hidden Planet Agency: AIMS Communication

SILVER Sun Hung Kai Real Estate Agency Brand: Landmark North Campaign: Landmark North x Emoji™ Sports Fiesta

BRONZE Swire Properties Brand: ArtisTree Campaign: Beyond Fashion Agency: ArtisTree / ANON

BRONZE Swire Properties Brand: ArtisTree Campaign: Beyond Fashion Agency: ArtisTree / ANON

C

M

Y

CM

MY

Best Event – Arts Leisure and Entertainment

Best Event – Corporate

CY

CMY

GOLD

GOLD

China Hong Kong City, Lee Tung Avenue Campaign: The Moon Rabbit Lumiere Agency: Boxing Promotions

SILVER Melco Resorts & Entertainment Brand: Melco Resorts Campaign: Grand Opening of Morpheus Hotel Agency: Bureau Betak BRONZE Clockenflap Campaign: Clockenflap, Hong Kong’s Music and Arts Festival Agency: Magnetic Asia

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DBS Bank (Hong Kong) Brand: DBS BusinessClass Campaign: DBS BusinessClass – Disrupt Event Series Agency: Bentley Communications

SILVER Alipay Payment Services (HK) Brand: AlipayHK Campaign: Smart Mobility Boundless Living Corporate Event BRONZE Tencent Campaign: Tencent UP! 2018 Agency: George P. Johnson

K

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Best Use of Influencer/Advocates

Best Cultural Event

GOLD

GOLD

FWD Life Insurance Company (Bermuda) Brand: FWD Hong Kong Campaign: FWD North Pole Marathon 2019 Agency: MSL GROUP

SILVER Link Asset Management Campaign: Souper Kitchen

Swire Properties Brand: ArtisTree Campaign: Urban Playgrounds

SILVER Clockenflap Campaign: Clockenflap, Hong Kong’s Music and Arts Festival Agency: Magnetic Asia

BRONZE Hang Lung Properties Brand: Fashion Walk Campaign: Fashion Walk King of Sports

Best Mall Event

BRONZE Hang Lung Properties Brand: Fashion Walk Campaign: Halloween Styloween Hong Kong Zombie Walk

Best Experiential Event

GOLD

Swire Properties Campaign: Victoria & Albert Museum Shoes: Pleasure & Pain Exhibition, Swire Properties Greater China Tour

GOLD

Tencent Brand: DNF (DUNGEON & FIGHTER) Campaign: DNF 10th Anniversary Party On! Agency: George P. Johnson

SILVER Link Asset Management Brand: Lok Fu Place Campaign: Lok Fu Place Oh!ympics

SILVER Clockenflap Campaign: Clockenflap, Hong Kong’s Music and Arts Festival Agency: Magnetic Asia

SILVER Sun Hung Kai Real Estate Agency Brand: Landmark North Campaign: Landmark North x Emoji™ Sports Fiesta

BRONZE Volkswagen Group Import (China) Brand: Volkswagen Import Campaign: Volkswagen Touareg China Launch – “Mission Touareg” Agency: SMS GROUP

BRONZE Link Asset Management Campaign: Stanley Plaza Finnish Christmas Wonders 2018

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Best Use of Social Media

GOLD

Link Asset Management Campaign: Souper Kitchen

SILVER Swire Properties Brand: Cityplaza Campaign: The “DEERest” Christmas at Cityplaza Agency: REPRISE

Best Engaging Event

GOLD

Cathay Pacific Brand: Cathay Pacific Airways Campaign: Nobody does Rugby Sevens like Hong Kong Agencies: Luminous MSL, Publicis Groupe

SILVER La Roche-Posay Campaign: La Roche-Posay Parents Academy Agency: REPRISE BRONZE Cityplaza Campaign: Cityplaza x LEGO®: Build Happiness Together Agency: Etymon

BRONZE Swire Properties Brand: ArtisTree Campaign: Urban Playgrounds

Most Innovative Event

Best Event – Competition

GOLD

Alipay Payment Services (HK) Brand: AlipayHK Campaign: Smart Mobility Boundless Living Corporate Event

SILVER Alipay Payment Services (HK) Brand: AlipayHK Campaign: EasyGo Service Launch Campaign BRONZE Alipay Payment Services (HK) Brand: AlipayHK Campaign: AlipayHK NEXT Store

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GOLD

Sun Hung Kai Real Estate Agency Brand: Landmark North Campaign: Landmark North x Emoji™ Sports Fiesta

SILVER Sino Group Campaign: Sino x Niio Illumination Art Prizes BRONZE Coca-Cola China Brand: Coca-Cola Campaign: Coca-Cola City-wide TETRIS Viva Agencies: REPRISE, UM

Lighthouse Events, the events management division of Lighthouse Independent Media, has been bringing Lighthouse’s conferences, awards shows and internal meetings to life since 2006 - over 40 events annually in multiple formats through numerous markets across Asia. Staffed by a team of experienced and dedicated event professionals, Lighthouse Events is commited to understanding and delivering its clients’ strategic objectives. Lighthouse Events has the expertise and experience to conceptualise and manage any customised event, making sure its clients’goals are met on every occasion.

Call us if you need a partner for: • Venue Sourcing • Destination Management • Event Conceptualisation • Supplier Management

• Registration Services • Branding & Graphic Design • Event Production/Logistics Support

Contact us with your event brief today.

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Best Pop-Up Event

Best Product Launch Event

GOLD

GOLD

L’Oréal Hong Kong Brand: Atelier Cologne Campaign: The Smell Of Stories Agency: REPRISE

SILVER TUMI Hong Kong Brand: TUMI Campaign: TUMI Lodge Agency: LORE

Estée Lauder Campaign: “Eyes In Eyes” Retailtainment Agency: REPRISE

SILVER La Roche-Posay Campaign: La Roche-Posay Parents Academy Agency: REPRISE

BRONZE Sun Hung Kai Real Estate Agency Brand: Landmark North Campaign: Landmark North x Emoji™ Sports Fiesta

BRONZE Samsung Electronics HK Brand: Samsung Campaign: Samsung Café Agency: Cheil Hong Kong

Best Digital Integration

Best Event – Corporate Social Responsibility

GOLD

Tencent Brand: DNF (DUNGEON & FIGHTER) Campaign: Tencent DNF 10th Anniversary Party On! Agency: George P. Johnson

SILVER Melco Resorts & Entertainment Brand: Melco Resorts Campaign: The Dinosaur Hunt Exhibition Agency: Globe Creative BRONZE Olympian City Campaign: Doraemon Secret Gadgets Laboratory @ Olympian City Agency: Oasis Brand Communications Company

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GOLD

Hang Lung Properties Brand: Fashion Walk Campaign: Halloween Styloween Hong Kong Zombie Walk

SILVER Trellis Digital Company Brand: Run For Infinity Campaign: Run For Infinity 2019 BRONZE Link Asset Management Campaign: Souper Kitchen BRONZE MTR Corporation Brand: PopCorn Campaign: Merry “Cutesmas” Superheroes

Best Outdoor Event

Best Use of Venue

GOLD

GOLD

Lee Tung Avenue Management Company Campaign: The Spirit of Christmas Agencies: MAKEITLOUD Marketing, C3 Project Management

DBS Bank (Hong Kong) Campaign: Live more, Bank less – Live more Day Agencies: Wavemaker Client Solutions Hong Kong, HK01, The Bridge

SILVER China Hong Kong City, Lee Tung Avenue Campaign: The Moon Rabbit Lumiere Agency: Boxing Promotions

SILVER Alibaba Group Campaign: Alibaba Broken Bridge Fashion Show Agency: APAX Group

BRONZE Clockenflap Campaign: Clockenflap, Hong Kong’s Music and Arts Festival Agency: Magnetic Asia

BRONZE Hang Lung Properties, Sony Interactive Entertainment (Hong Kong) Brand: Hang Lung Properties, PlayStation® Campaign: Grand Plaza and Gala Place x PlayStation® “WISH YOU A PLAYFUL XMAS” Agency: Rise Creation (Hong Kong)

Best Large Event

Best Event – Creative

GOLD

Hong Kong Tourism Board Campaign: 2018 Hong Kong Wine and Dine Festival

GOLD

Alipay Payment Services (HK) Brand: AlipayHK Campaign: AlipayHK Futureland

SILVER adidas Campaign: Create Your Pitch Agencies: LORE, Havas Hong Kong, Accenture Interactive, Greater China

SILVER Alipay Payment Services (HK) Brand: AlipayHK Campaign: AlipayHK NEXT Store

BRONZE Cathay Pacific Brand: Cathay Pacific Airways Campaign: Nobody does Rugby Sevens like Hong Kong Agencies: Luminous MSL, Publicis Groupe

BRONZE Mercedes-Benz Taiwan Brand: Mercedes-Benz Campaign: Mercedes-Benz C-Class Taiwan Launch – “The C-Class Sports Pop-Ups” Agency: SMS GROUP

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Best Exclusive Event

Best Cost Effective Event

GOLD

GOLD

Swire Properties Brand: ArtisTree Campaign: Beyond Fashion Agency: ArtisTree / ANON

SILVER Oriental Watch Company Campaign: BowTieWalk and Fine Gentlemen Evening Agency: Trinity International BRONZE Melco Resorts & Entertainment Brand: Melco Resorts Campaign: Grand Opening of Morpheus Hotel Agency: Bureau Betak

Estée Lauder Campaign: “Eyes In Eyes” Retailtainment Agency: REPRISE

SILVER Ngong Ping 360 Campaign: Blindfold Cable Car Challenge BRONZE AIA International Campaign: AIA 100 • Water Curtain Agencies: T Creative, As One Interactive

Best Sponsorship Activation

GOLD

FWD Life Insurance Company (Bermuda) Brand: FWD Hong Kong Campaign: FWD North Pole Marathon 2019 Agency: MSL GROUP

SILVER Cathay Pacific Brand: Cathay Pacific Airways Campaign: Nobody does Rugby Sevens like Hong Kong Agency: Publicis Groupe BRONZE Hongkong and Shanghai Banking Corporation Brand: PayMe from HSBC Campaign: Clockenflap Music and Arts Festival 2018 Agency: Magnetic Asia

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Best Result Driven Event

Best Use of Event Technology

GOLD

GOLD

Mercedes-Benz Taiwan Brand: Mercedes-Benz Campaign: Mercedes-Benz C-Class Taiwan Launch – “The C-Class Sports Pop-Ups” Agency: SMS GROUP

Sun Hung Kai Real Estate Agency Brand: apm Campaign: apm All-Encompassing Digital Football Gala

SILVER La Roche-Posay Campaign: La Roche-Posay Parents Academy Agency: REPRISE

SILVER Estée Lauder Campaign: “Eyes In Eyes” Retailtainment Agency: REPRISE

BRONZE adidas Campaign: Create Your Pitch Agencies: Havas Hong Kong, LORE, Accenture Interactive, Greater China

BRONZE Tencent Brand: DNF (DUNGEON & FIGHTER) Campaign: DNF 10th Anniversary Party On! Agency: George P. Johnson

Best Event Team

GOLD

Hong Kong Disneyland Resort

SILVER AIA International BRONZE Alipay Payment Services (HK) BRONZE APAX GROUP (Shanghai) Co.

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Best of Show – Brand

最佳表現大獎 – 品牌

AlipayHK

AlipayHK took home the coveted award Best of Show – Brand, with two golds (Best Event – Creative, and Most Innovative Event), as well as three silvers and four bronzes in multiple categories. Most of the prizes were awarded for the campaigns – “AlipayHK NEXT Store”, “AlipayHK Futureland”, and “Smart Mobility Boundless Living Corporate Event”.

To introduce e-wallets in an unmanned store, and to bring out the differences between the AlipayHK and Alipay brands, AlipayHK launched the “NEXT Store” at Olympian City.

In the unmanned store, visitors could try out an unprecedented checkout experience made possible through RFID technology. The campaign was able to reach local consumers as well as tenants. Riding on the successful launch of the unmanned “NEXT Store”, AlipayHK brought an upgraded version of the experience to target audiences with “AlipayHK Futureland” at Cityplaza. It was designed with the “Smart

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Community” concept in mind, and covered various e-wallet application scenarios. Some highlights of the zones at the event included an eslite Spectrum Unmanned Store and a Taobao AR Fashion Store.

The campaign aimed to demonstrate AlipayHK was ready for people’s everyday lives for both end consumers and business partners.

It was well-received with excellent foot traffic, viewing numbers and valuable customer engagements, with a high mix of social media coverage and PR value from traditional media.

The gold-winning campaign, “Smart Mobility Boundless Living Corporate Event”, showcased the convenience of an e-wallet for covering transportation payments, cross-border usage, utilities payments, offline payments, and remittance through on-site experience zones. The event reached directors of large corporations, and journalists and bloggers, with an attendance rate of VIPs of over 93%.

AlipayHK 憑 藉「AlipayHK 星 爍 無 人 店」、 「AlipayHK未來生活館」及「Smart Mobility Boundless Living Corporate Event」宣傳活動， 在多個組別贏得兩金（最佳營銷活動 – 創意 及最創新營銷活動兩個組別）、三銀、四銅，並 成功奪得人人夢寐以求的「最佳表現大獎 – 品牌」殊榮。 為引入電子 錢包、無 人商店、以 及 展示 AlipayHK與支付寶品牌之間的差異，AlipayHK 在奧海城開設「AlipayHK星爍無人店」，訪客可 通過RFID技術在無人店嘗試前所未有的結賬 體驗。該推廣活動成功吸引本地消費者及商戶 參與。 延 續「 A l i p a y H K 星 爍 無 人 店 」的 成 功，AlipayHK在太古城中心開設「AlipayHK未來 生活館」，為目標顧客帶來升級體驗。該無人商 店以「智慧社區」為設計概念，並涵蓋各種電子 錢包應用場景，其中一些矚目活動區域包括「 誠品生活無人店」及「淘寶AR 魔鏡時裝店」。 該推廣活動旨在展示 AlipayHK已準備好融 入消費者及商業夥伴的日常生活。該推廣活動 大受歡迎，並吸引可觀的人流、瀏覽次數及有 價值的顧客參與，以及獲得眾多社交媒體報導 及傳統媒體公關宣傳。 金獎推廣活動「Smart Mobility Boundless Living Corporate Event」展示電子錢包所帶來的 便利，包括適用於交通工具付款、跨境消費、公 營服務付款、離線支付、以及通過現場體驗區 匯款。該活動得到大企業的董事、以及記者及 網誌作家的支持，VIP嘉賓的出席率超過93%。

Best of Show – Agency 最佳表現大獎 – 代理公司

REPRISE

On the agency front, REPRISE won the prize for Best of Show – Agency, scooping 13 trophies in total across various categories.

This included six golds, five silvers, and two bronzes for the campaigns: “Coca-Cola Citywide TETRIS Viva”; “La Roche-Posay Parents Academy”; Atelier Cologne “The Smell Of Stories”; “DEERest” Christmas at Cityplaza; and the Estée Lauder “Eyes In Eyes” Retailtainment”.

REPRISE unfailingly incorporated innovative technology in each of its events with creativity. The award- winning campaign Coca-Cola City-wide TETRIS Viva leveraged a mobile gaming event as its core, bridging the gap between the physical and virtual worlds, with an integrated communications plan to drive the event’s success.

Another example was the innovative eyetracking technology employed in the Estée Lauder “Eyes In Eyes Retailtainment” event. A tool was able to decode user eye movements and provide an all-rounded skin diagnosis

while they interacted with a kiosk. Following this, the brand recorded significant growth in eye cream sales in Hong Kong.

Content marketing is a crucial part of any event and REPRISE demonstrated its storytelling creativity through the thoughtful and engaging customer journeys in the La Roche-Posay Parents Academy event, the Atelier Cologne “The Smell Of Stories” event, and the “DEERest” Christmas at Cityplaza celebration.

The Atelier Cologne event, in particular, shined. Each participant was given a mobile QR key that provided access to four interactive zones, each of which was a recreation of a setting from the founder’s story of designing the brand’s signature fragrance. Participants were asked to answer a few personal lifestyle questions about themselves while they walked through the zones, and at the end of the experience, they redeemed a personalised fragrance. The event recorded 3650 stories created by consumers in only five days.

在 代 理 公 司 方 面， R e p r i s e 憑 證 可 口 可 樂 全 城「 C O O L 住 夏 天 冰 鎮 俄 羅 斯 方 塊 」、 L a Academy」、Atelier Roche-Posay「Parents Cologne「The Smell of Stories」、太古城中心 「DEERest Christmas」、及Estee Lauder「Eyes In Eyes Retailtainment」多個活動，在各組別中共 奪得13個獎項，包括六金、五銀、兩銅，並成功贏得「 最佳表現大獎 – 代理公司」的殊榮。 Reprise運用一貫創意，將創新技術融入其每個 活動之中。得獎活動可口可樂全城「COOL住夏天冰 鎮俄羅斯方塊」以手機遊戲活動為核心，拉近物理世 界與虛擬世界的距離，並通過綜合宣傳計劃推動活 動取得成功。 另一個例子是在Estee Lauder「Eyes In Eyes Retailtainment」活動中採用創新的眼動追蹤技術。 這項工具能夠解碼用戶的眼球運動，並在他們與自 助服務機互動期間提供全面的皮膚診斷。隨後，該品 牌的眼霜在香港的銷量錄得顯著增長。 內容營銷是任何活動的重要一環，Reprise在La Roche-Posay「Parents Academy」活動、Atelier Cologne「The Smell of Stories」活動及太古城中 心聖誕慶祝活動「DEERest Christmas」中，通過精 心設計及引人入勝的顧客旅程，展示其別具創意的 講故事方式。 Atelier Cologne的活動尤其亮眼。每位參與者 可憑藉一個手機QR密鑰進入四個互動區域，每個區 域都重現創辦人設計品牌代表香水的故事場景。參 與者走過互動區時須回答一些關於其個人生活方式 的問題，並可在體驗結束時換取一支為其度身訂造 的香水。該活動在短短五天內，錄得 3,650個由消費 者創造的故事。

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職埸

CAREERS

JOB SHUFFLE 人事變動 Nomfundo Msomi has joined Isobar as its strategic planning director. She will take the lead on driving experience-led digital, communication and brand strategies, reporting to David Jessop, managing director of Isobar Hong Kong. Before joining Isobar, she was the strategy director at FITCH Hong Kong, where she handled global clients, including those in FMCG, automotive, travel, and technology.

Having worked in London, Bengaluru, New York, and Hong Kong, she brings extensive international experience from a full spectrum of marketing disciplines.

Nomfundo Msomi加入安索帕擔任策略規劃 總監。她將負責推動以體驗主導的數碼、傳訊及品牌 策略，並向安索帕香港執行董事David Jessop匯報 工作。 加入安索帕前，Msomi擔任FITCH Hong Kong 策略總監，負責處理快速消費品、汽車、旅遊及科技等 行業的全球客戶業務。她曾在倫敦、班加羅爾、紐約及 香港工作，擁有豐富的全方位國際市場推廣經驗。

Reuters has appointed Josh London as its chief marketing officer. He will head up the growth and elevation of the Reuters brand while driving revenue. He will be responsible for all aspects of marketing, including product, field, and brand marketing. He most recently served as global CMO of IDG Communications where he led the worldwide marketing organisation to drive revenue growth, increase visibility, and enhance the customer experience at all touch-points.

He has previously held a number of key marketing and leadership roles. At SX2 Media Labs/ComputerShopper.com, he served as chief operating officer, vice-president of marketing, and general manager. At CNET Networks, he was the associate vice-president of marketing. He was also the founder and managing partner of Salt Island Ventures. 路透社任命Josh London為首席營銷官，負責 帶領路透社品牌的發展及提升，同時推動收入增長， 並負責產品、市場及品牌營銷等全面市場推廣工作。 加 入 路 透 社 前，London擔 任 IDG Communications全球首席營銷官，負責帶領這家國 際市場推廣公司推動收入增長、提升知名度、並加強 所有接觸點的客戶體驗。 London 曾擔 任許多重 要市場推 廣 及管 理職 位，包括在SX2 Media Labs/ComputerShopper. com擔任首席營運官、營銷副總裁及總經理，以及在 CNET Networks擔任營銷協理副總裁。他也是Salt Island Ventures的創辦人兼管理合夥人。

Geometry Hong Kong named Lisa Glasgow as its executive creative director. She previously served as regional creative director at MullenLowe Singapore. In that position, she led her team to win the global account for OMO’s “Dirt is Good” laundry account, and secured major international creative awards.

She has been credited with uncovering creative solutions to challenges. With more than 25 years of experience, she has worked in mass broadcast media, digital, and packaging design in Asia and London.

Geometry Hong Kong任命Lisa Glasgow 為執行創意總監。Glasgow之前擔任Mullen Lowe Singapore區域創意總監，並帶領其團隊贏得Omo 的Dirt is Good洗衣液全球業務，並獲得多個重要國 際創意獎項。

Glasgow一直致力構思創意方案應對挑戰。她 擁有超過25年的經驗，曾在亞洲及倫敦從事大眾廣 播媒體、數碼及包裝設計工作。 William Ferrell has been appointed iProspect’s head of consulting. He will be responsible for driving data-led digital solutions to accelerate business growth for clients, as well as further strengthening the agency’s consult offering. Before joining iProspect, he was the APAC consulting director for Ogilvy Consulting, where – in addition to establishing brands across Hong Kong, Japan, and Singapore – he provided consulting services regarding digital strategies and data and analytics to start-ups.

He has previously worked in multiple industries, including FMCG, eCommerce, retail, hospitality, technology, and telecoms.

His considerable media, marketing, and consulting experience is likely to be a great addition to the agency, with a background involving delivering data strategies, crosschannel effectiveness, and BI data visualisation. iProspect任命William Ferrell為諮詢主管，他 將負責推動以數據主導的數碼解決方案，以加速客戶 的業務增長，並進一步提升公司的諮詢服務。 加入iProspect前，Ferrell擔任奧美諮詢亞太區 諮詢總監，除了在香港、日本及新加坡建立品牌外， 他亦為初創企業提供有關數碼策略、數據及分析的諮 詢服務。他曾任職於多個行業，包括快速消費品、電 子商務、零售、酒店、科技及電訊。 Ferrell具備豐富的媒體、市場推廣及諮詢經驗， 擁有提供數據策略、跨渠道效率及BI數據可視化等背 景，其加盟將進一步增強該代理公司的實力。

DDB Group Hong Kong has promoted Andreas Krasser to CEO. He will add his new responsibilities as CEO to those of his existing chief strategy officer role, a position he took during a management shuffle in 2018.

This elevation follows six years of being with DDB’s Hong Kong office, having joined the team as an associate planning director in 2013.

Before that, he served in the network’s office at DDB Group Korea as a lead planner.

He has led strategy for high-profile clients such as McDonald’s, Hotels.com, and HKTB, amassing several awards for his work.

During his time as chief strategy officer, Krasser was credited with growing DDB’s regional and MNC accounts and spearheading new business growth. New clients within the past six months include Mannings, GNC, Tsingtao Beer, FANCL, New World Development’s K11 Musea development, Chow Sang Sang, and Sun Hung Kai Properties’ The Point.

DDB Group Hong Kong擢升Andreas Krasser為行政總裁，他同時兼任於2018年管理層 變動期間所接任的現任首席策略官一職。Krasser於 2013年加入DDB香港辦事處擔任規劃副總監，至今 效力該公司六年。在此之前，他曾任DDB集團韓國辦 事處首席規劃師。 Krasser負責管理知名客戶的策略業務，包括麥 當勞、Hotels.com及香港旅遊發展局，並贏得多個 獎項。在擔任首席策略官期間，他成功為DDB增加區 域及跨國公司業務，並帶領新業務增長。過去六個 月新增的客戶包括萬寧、GNC、青島啤酒、FANCL、 新世界發展的K11 Musea發展項目、周生生及新鴻 基地產的The Point。

Publicis Groupe has formed a new North Asia regional division comprised of Mainland China, Hong Kong, Taiwan, Korea, and Japan. Jane Lin-Baden – currently the managing partner of Publicis Groupe APAC – will assume direct responsibility for this region, in addition to her existing remit. She will continue to be based in Shanghai, with all in-country leadership teams across Greater China, South Korea, and Japan, reporting directly to her. 陽獅集團已成立一個由中國內地、香港、台灣、 韓國及日本組成的新北亞區域分部。 現任陽獅集團 亞太區管理合夥人林真除現有職務外，將兼任新區 域分部的管理職務。林真將繼續常駐上海，所有在 大中華區、韓國及日本的國內管理團隊將直接向她 匯報工作。

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