Marketing magazine Hong Kong, December 2019 - January 2020 by Marketing Magazine Group

Contents

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

Design Production Julia Li, Senior Graphic Designer

Editor’s letter

編者的話

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

DECEMBER 2019/ JANUARY 2020

Briefing

The Futurist: Predictions for 2020 and beyond.

未來專題：2020年及往後的預測

簡報 5

Job Shuffle

人事變動

Marketing and Circulation Cyrus Ching, Marketing Manager Kristen Zhang, Marketing Executive

20 Snapped

Event Production Selina Kwok, Senior Events Producer Venus Cheung, Events Producer

營銷活動花絮 39 Ad Watch

廣告點評 Event Services Melissa Tam, Event Manager Sharon Chu, Senior Event Executive Fiona Ng, Event Executive Event Delegate Sales Nicholas Lam, Senior Project Executive Gloria Yam, Senior Project Executive Gigi Ip, Project Executive Management Vivien Peters, Publisher

40 Ask Jack

即問積答

Master Report: 2020 is the perfect time to act on customer intelligence. 2020年是根據顧客情報採取行

動的最佳時機

Marketing Excellence Awards 2019. 市場推廣卓越大獎 2019

To get in touch with our editorial team editorialhk@marketing-interactive.com For advertising enquiries Sandra Lui, sandral@marketing-interactive.com Alvis Ng, alvisn@marketing-interactive.com

Lighthouse Independent Media Ltd. Printed in Hong Kong by Apex Print Limited. 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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DE CE MB E R 2 019 / JANU ARY 2 02 0 MARK E TING HON G KON G 1

編者的話

EDS LETTER

WEATHERING THE STORM 渡過難關 Got cold out there fast, didn’t it? No, I’m actually not talking about the weather (though, my it did get nippy quick!) I mean that Hong Kong’s business world is frozen. Like Han Solo in Carbonite, it remains in a contorted expression of intense, but immobile panic. Wherever you fall on the political spectrum, and whether or not you’re for or against, all, some, or none of what’s going on, all of us acknowledge the powerful hammer hits that protest actions have had on the city’s backbone industries. And just like the weather, it’s now just another accepted, expected, and mildly tedious part of our networking dialogues. We recite decreased sales figures and hotel occupancy rates like temperatures and humidities. Bigger issues are at play and it’s a selfish consideration, but this is a chilly time for the city’s marketing community. Creatives are made miserable as their big campaign ideas get shelved, planners see their events postponed in desperation before cancellation, and buyers are finding the budget just isn’t there for ... well anything. But please allow me to bring you some cheer, for tis the season! You need to know that you’re all champions. Despite six months of dodging teargas, adapting commutes to irregular transport, and hearing bad news on the reg, you’ve kept going and produced amazing work. What’s happening weighs heavy on us all and you’re carrying it better than you think. More importantly, as we reach the end of 2019, we should appreciate that we aren’t just adding a digit and getting our year of the rat memes ready, we are closing off a decade of incredible and unparalleled technological acceleration. And we have barely exposed the tip of potential those new digital opportunities present. Opportunities our Futurist panel discuss within. Hong Kong may be facing a winter of discontent currently, but when it thaws the summer we can look forward to will indeed be glorious. From all of us at Marketing, stay warm, stay safe, and have a very happy holiday. We look forward to seeing you in the roaring 20s to come.

外面冷得很快，不是嗎？我說的不是天氣（雖然天氣的確很快變冷！），我的意思是本港商界經已結冰，正如碳凍韓索羅一樣，仍然維持著激烈但動彈不得的掙扎扭曲神情。無論何種政治取態，贊成還是反對所有、部分或任何現時發生的狀況，所有人都承認示威活動已對這座城市的主要產業造成沉重打擊。就像天氣一樣，現時這只是人際對話中另一個已被接受、預料之內且有點乏味的話題，就像談及氣溫及濕度一樣，我們反覆引述下跌的銷售數字及酒店入住率。企業各自有更大的問題需要考慮，但對於本港市場推廣業界來說這是一個寒冷時期。廣告界因大型推廣計劃被擱置而叫苦連天，策劃者無奈地看到自己的活動推遲然後取消，而買手發現預算不足以購買……任何東西。但請容許我在這個佳節為您帶來一些歡樂！要知道您們全都是冠軍。儘管六個月來要逃避催淚彈、適應不規律的交通安排、並不時聽到壞消息，但您仍然不斷努力創造佳作。現時發生的事為我們所有人造成沉重的負擔，但您的表現比您想像中好。更重要的是，隨著2019年來到尾聲，我們不僅又踏入新一年並且要準備好鼠年賀年圖片，我們還為令人難以置信且無與倫比的十年科技迅速發展劃上圓滿句號。而且，我們的未來專題小組進行討論，稍稍透露那些數碼新機遇所帶來的潛力。香港目前可能正面臨一個不愉快的冬天，但我們可以期待一個光明的夏天。《Marketing》全體同仁祝願大家度過一個溫暖、安全、愉快的假期。我們期待與您在另一個喧鬧的 20 年代再會。

Rick Boost Editor

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SUSTAINABILITY AT THE HEART OF GUERLAIN #BEEGARDEN x World Bee Day 由美而生延續永恆法國嬌蘭 #BEEGARDEN x 世界蜜蜂日

“1853, a meeting between two alchemists. Bees, the alchemists of nature. And Guerlain, the alchemist of beauty.” Guerlain’s founder, Pierre-François-Pascal Guerlain, created the first Eau de Cologne Impériale for Empress Eugénie, in celebration of her marriage to Emperor Napoleon III. Guerlain decorated the bottle with the bee iconography of the Empire. That “Bee” bottle went on to become an icon, and a legend was born. Since then, bees have been ingrained in the history of Guerlain. The bee became the symbol of its house, inspiring its designs, adorning its most precious bottles, and driving its commitment to sustainable development. Year by year, Guerlain’s scientific research has focused on the best of nature to develop high-performance formulas and create a host of classic and iconic products to help every woman express their own femininity. For the summer of 2019, the House of Guerlain brought several fresh and energetic elements to town. On 20 May, World Bee Day, Guerlain presented Bee Garden as a celebration of this meaningful occasion. It was a unique charity event that belonged to every Hongkonger,

providing cheer and spreading the concept of #BEELOVEBELOVED. Bee Garden was not only an event to promote Guerlain’s hero products, but to build the brand, educate its clients, and spread the brand’s DNA and philosophy. This October, Guerlain partnered with UNESCO to train new beekeepers, create beekeeping affiliates across the world, and measure the benefits of pollinating biosphere reserves. In 2020, Guerlain promises to continue its long-lasting commitment to biodiversity, and most notably to the bee. Guerlain’s 2020 purpose We, women and men of Guerlain. We have been creating exceptional fragrance and beauty products since 1828. And we strive to preserve, develop and pass on this unique heritage to future generations. We commit and act in the name of beauty for our clients, in the name of beauty for our creations, and in the name of beauty for the planet. We involved and united our clients, partners, and companies that share our vision in order to imagine and shape a more beautiful and responsible world together.

「 1853 年．兩位煉金術士的邂逅。蜜蜂，大自然的煉金術士。Guerlain，美麗的煉金術士。」法國嬌蘭創始人 Pierre-FrançoisPascal Guerlain 藉拿破崙三世與皇后 Empress Eugénie 大婚之際，特別為皇后創作並呈上「Eau de Cologne Impériale」帝王之水，並且以皇室的蜜蜂徽號來裝飾瓶身，經典的「皇室蜜蜂」蜂印瓶由此誕生。從此，蜜蜂便與法國嬌蘭結下不解之緣，成為品牌的標誌─ ─啟發我們的創作、裝飾品牌最珍貴的瓶子、將我們與大自然連接、導向永續承諾。年復一年，法國嬌蘭的科研團隊專注從大自然中探索能研製成超卓護膚品的珍稀原材料，並創造出一系列經典代表之作，以突顯每位女性的獨特美態。 2019年夏天，法國嬌蘭為本港帶來充滿活力的新鮮元素，於 5月 20日世界蜜蜂日舉辦屬於每位香港人的特別慈善活動「Bee Garden 油•花園」，以慶祝這個有意義的日子，為大眾打氣及傳播 #BEELOVEBELOVED 的活動理念。「 Bee Garden 油•花園」活動不僅推廣法國嬌蘭的皇牌產品，更旨在宣揚品牌、教育我們的客戶、以及傳播品牌的DNA及宗旨理念。今年10月，法國嬌蘭與聯合國教科文組織聯手培訓養蜂人、在世界各地建立養蜂運營系統、以及測算傳粉對當地生態系統的有利影響。在 2020年，法國嬌蘭將繼續秉持對保護生物多樣性、尤其是保護蜜蜂的長遠承諾。法國嬌蘭的2020年目標我們，法國嬌蘭的男士們與女士們。自1828年以來，我們一直創作卓越的香水和美容產品。我們亦致力守護、豐富和發揚這一非凡傳承，薪火相傳。我們以客戶之美、以產品之美、以地球之美為名作出承諾和行動。我們與擁有共同願景的客戶、合作夥伴和企業攜手合作，共同構想和打造一個更加美麗和負責任的世界。

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DE CE MB E R 2 019 / JANU ARY 2 02 0 MARK E TING HO N G KON G 3

FLYING SOLO 獨自上路 What’s on? Branding 360 What Take part in Hong Kong’s one and only conference that examines the art and science of branding. Where Hotel ICON. When 14 February 2020. MARKies Awards 2020 What The MARKies are here again to celebrate the most innovative, creative, and effective campaigns and projects spanning Hong Kong’s entire marketing services industry. Where InterContinental Hong Kong. When 26 March 2020.

“More than ever, creativity has become a brand’s greatest differentiator and strategic imperative for business transformation.” 「創意成為比以往更重要的品牌優勢，以及業務轉型的重要策略關鍵。」

Travellers’ preferences have evolved to the point where they are on the look out for more diversified experiences. Now, many travellers express a desire to travel alone in order to enjoy even greater freedom. However, various elements can encourage or discourage them to kick off their journeys. 旅遊人士的喜好不斷演變，更注重尋求更多元化的體驗。現時許多旅遊人士表示希望獨遊以享受更大的自由，但各種因素鼓勵或妨礙他們展開旅程。

Discouraging factors 妨礙因素

50%

of respondents who wanted to travel on their own said a “fear of loneliness” was the greatest hurdle to travelling solo.

48%

said safety was their biggest worry. 表示安全是他們的最大憂慮。

想獨遊的受訪者表示「怕寂寞」是獨遊的最大障礙。

30%

said concerns about planning and booking the itinerary on their own prevented them from going alone. 表示擔心自己規劃及預訂行程使他們對獨遊卻步。

Encouraging factors 鼓勵因素 Over 超過

of travellers said they loved to visit cultural attractions and try the local cuisine. 的旅遊人士表示喜歡參觀文化景點及一嚐當地美食。

Jean Lin, Global CEO, Isobar.

Source: Klook solo travel study.

安索帕全球行政總裁林友琴

資料來源：Klook獨遊研究

4 DE C EMB ER 2 0 1 9 / JA N U A R Y 2020 MA R KET ING H O NG KO NG

Over 超過

50%

enjoyed wandering a city without an itinerary. 表示喜歡隨意遊覽城市。

33%

of those surveyed hoped to meet locals and make friends along their journeys. 的受訪者希望結識當地人，並在旅途中結交朋友。

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職場

CAREERS

JOB SHUFFLE 人事變動 Cheuk Chiang was appointed the CEO of Greater North for Dentsu Aegis Network APAC. He will also serve as chairman of Dentsu Aegis Network China and join the APAC executive team. Based in Shanghai, he will oversee Dentsu Aegis Network China, Dentsu Aegis Network Hong Kong, Dentsu Aegis Network Taiwan, and Dentsu Aegis Network Korea. His new role came into effect on 2 December when he began reporting directly to Ashish Bhasin, CEO of Dentsu Aegis Network APAC. Chiang takes over from Takaki Hibino who was temporarily overseeing Greater North. Hibino will now focus on his role as executive chairman for Dentsu Aegis Network APAC. 蔣卓圖獲任命為電通安吉斯集團大北區行政總裁。他將兼任電通安吉斯集團中國區董事長，並加入亞太區管理團隊。他常駐上海，掌管電通安吉斯集團中國、香港、台灣及韓國地區業務。他於12月2日正式上任新角色，並直接向電通安吉斯集團亞太區行政總裁 Ashish Bhasin述職。他接替之前臨時掌管大北區業務的 Ta ka k i Hibino。Hibino現時將專注擔任其電通安吉斯集團亞太區執行董事一職。

Golin Hong Kong has named Jeroen Fermie as its executive director to strengthen the agency’s corporate reputation business. In his new position, he will steer Golin Hong Kong’s corporate practice with a focus on the agency’s progressive PR position. He will report to Jane Morgan, managing director of Golin Hong Kong. Fermie joined from MSLGroup where he was based in Hanoi, serving as general manager for Vietnam. His experience in Europe and Asia includes senior roles at multiple global PR agencies where he has led corporate reputation, change management, and internal communications, as well as heading up crisis teams. 高誠公關任命Jeroen Fermie為香港執行董事，以加強該公司的企業聲譽管理業務。履新後，Fermie將掌管高誠香港的企業聲譽管理業務，專注提升該公司的公關地位。他將向高誠公關香港董事總經理Jane Morgan述職。加入高誠公關前，Fermie於河內擔任明思力集團越南總經理。他曾在多家國際公關公司擔任歐洲及亞洲地區高級職務，負責管理企業聲譽、變革管理及內部傳訊業務，以及帶領危機管理團隊。

Ruder Finn has made several key appointments in Hong Kong and China. In Hong Kong, Winnie Lai (top left) joined as vice-president and general manager. With 20 years of experience in the industry, she has offered communications counsel to clients in Greater China and APAC, including Microsoft, GE Healthcare, and Jebsen. Before joining the Hong Kong office of Ruder Finn, she was VP of Greater China at Waggener Edstrom. Gao Ming (top right) was named senior vice-president and managing director of the luxury practice in Greater China. In this new role, he is responsible for expanding the firm’s China luxury stronghold to additional markets. Long Xi (bottom left) was promoted to lead the integrated marketing practice at Ruder Finn Greater China. She will be handling the firm’s consumer digital marketing communications across web, digital, online, media, and social media for clients. Last, Will Yuan (bottom right) joined as leader of the automotive practice at Ruder Finn China.

Archetype Hong Kong made two appointments to meet its expansion of integrated campaigns and digital marketing. It has named Shenel Moore-Bick (left) as senior consultant and promoted Rachel Ao Ieong (right) to digital consultant In her role, Moore-Bick (pictured left) will oversee strategic communications, PR, and content marketing campaigns for clients, including Cigna, Tricor, and Xero. She will also play a leading role in Archetype’s new business drive. As for Ao Ieong, she is a specialist in social media marketing and has knowledge in paid SEO, as well as email and digital content marketing. She has joined the team just as Archetype’s client portfolio continues to expand in the digital marketing space. Archetype Hong Kong宣布兩項人事任命，以配合其整合營銷及數碼營銷業務拓展。Shenel Moore-Bick(左)獲任命為高級顧問，而 Rachel Ao Ieong(右)升任數碼顧問。 Moore-Bick將負責管理信諾、Tricor及Xero等客戶的策略傳訊、公關及內容營銷推廣活動，並負責帶領Archetype的新業務發展。而 Ao Ieong 是一位社交媒體營銷專家，擁有收費SEO、以及電郵及數碼內容營銷方面的知識。 Ao Ieong的加盟正值Archetype不斷將客戶產品拓展至數碼營銷領域。

羅德公關宣布香港及中國地區多項高級管理層人事任命。賴鳳儀(左上)出任羅德副總裁、中國香港辦公室總經理。她擁有 20年的行業經驗，為大中華區及亞太區客戶提供傳播諮詢服務，服務過的客戶包括微軟、GE醫療及捷成集團。加入羅德香港辦公室前，她曾擔任萬卓環球大中華區副總裁。高明(右上)升任為羅德高級副總裁、大中華區奢侈品業務董事總經理。在這個新角色中，他將進一步把羅德中國奢侈品業務拓展到更多市場。龍希（左下)升任為羅德大中華區整合營銷業務負責人，她將負責為客戶提供涵蓋網絡營銷、數碼傳播、線上推廣、媒體溝通、社交媒體營銷的消費者數碼營銷傳訊方案。最後，袁唯(右下)出任羅德中國汽車業務負責人。

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HUMANITARIAN SERVICE AND DIGITAL TECHNOLOGY: 5G BRINGS NEW DIRECTION TO HUMANITARIAN WORK 人道救援與數碼科技： 5G時代下的人道工作新方向

Female students in Kenya using tablets. The tablets, loaded with learning materials, are provided as part of the Instant Network School project. © UNHCR/ Sebastian Rich 在肯亞的女學生正在課堂使用下載了即時網絡學校（INS, Instant Network School）課程的平板電腦。© 聯合國難民署/ Sebastian Rich

With the rapid development of digital technology and the internet, humanitarian work is also undergoing many innovative changes, especially in the protection of refugees around the world. Mandated to protect and assist refugees, the UN Refugee Agency (UNHCR) is seeking to become a digital leader in the humanitarian sector in the 5G era. Improving digital services for refugees will strengthen our ability to provide protection and assistance – from registration to digital identity, resettlement and service delivery. Digital approaches can also empower refugees through education, training and remote employment opportunities. Sivanka Dhanapala, UNHCR’s Representative in China, has pointed out that the internet and technology offer huge opportunities to assist refugees, including in the areas of data management, education, employment and public awareness. Data changes the life of refugees Dhanapala stated that by the end of 2018, almost 70.8 million people were forcibly displaced worldwide as a result of persecution, conflict, violence or human rights violations. Of

Sivanka Dhanapala, UNHCR representative in China. © UNHCR Photo 聯合國難民署中國駐華代表西旺卡・達納帕拉。© 聯合國難民署

them, 25.9 million are refugees. Data plays an important role in refugee assistance. It helps us understand, describe, and measure the problems we are trying to address. UNHCR and its partners need data on refugee arrivals, registration and resettlement in order to deliver assistance. Government policy makers need data for policy formation, and academics need it for research. We also need to share data to raise awareness and mobilise action. The internet has changed the way we collect and share data, as well as enabling us to connect with many more sources of data. The internet promotes education for refugee children Refugee enrolment in primary schools is 63% against the global ratio of 91%. But the proportion of refugees enrolled in secondary education is even lower at 24%, two-thirds lower than the level for non-refugees, compared to the global rate of 84%. Only 3% of refugees are enrolled in higher education, against a global rate of 37%. The internet can help refugees overcome some of the geographical barriers they face,

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隨著數碼科技與互聯網急速發展，人道救援工作亦起了許多革新的變化，在全球關注的難民保護工作上尤其明顯。領導全球難民救援工作的聯合國難民署，在5G科技發展下的目標是成為人道工作領域中的數碼科技領袖。改善與難民有關的數碼科技服務，將加強提供保護和援助他們的能力—這包括從登記到確立數碼身份、重新安置和提供服務。此外，數碼科技更可在教育、培訓和遠程就業機會等方面賦予難民權力。聯合國難民署駐華代表西旺卡・達納帕拉指出，互聯網相關技術可以為難民提供了大量機會，包括在數據管理、教育、就業和公眾意識等領域。數據為難民帶來的變化達納帕拉解釋，截至2018年底，全球約有7080萬人因迫害、衝突、暴力而被迫流離失所，當中2590萬人是難民。數據在難民援助方面發揮著重要作用。它幫助我們理解、描述和衡量我們試圖解決的難民問題。聯合國難民署和合作伙伴需要有關難民抵達、身份登記和重新安置的數據，以便提供援助。與此同時，政府決策者需要數據來制定政策，學術界需要數據輔助研究，而我們亦需要向社會分享數據來提高人們的關注並驅使他們行動。互聯網改變了我們收集和分享數據的方式，也使我們能夠接觸到更多的數據來源。

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Jordan is the first country in the world to use iris scan technology to enable refugees to access monthly cash assistance provided by UNHCR. © UNHCR Photo 約旦是世界上第一個使用虹膜掃描技術，使難民能夠提取難民署提供的每月現金援助的國家。© 聯合國難民署

A Syrian refugee in Egypt collects UNHCR’s Winter Cash Assistance after receiving an SMS notification. © UNHCR/ Pedro Costa Gomes 一名在埃及的敍利亞難民在收到難民署的短訊通知後，領取其冬季現金援助。© 聯合國難民署/ Pedro Costa Gomes

for example, enabling refugee students to access high-quality learning platforms and university programmes across the world. Dhanapala cited an example of UNHCR working with the Vodafone Foundation and refugee communities to develop and adopt the Instant Network School (INS). By providing technology, equipment and online learning materials, under resourced classrooms in sub-Saharan Africa can meet the needs of mixed-age and mixed-ability learners. Today, there are 31 INS established in the Democratic Republic of the Congo, Kenya, South Sudan, and Tanzania. Biometric registration technology strengthens identity recognition and resource allocation For refugees, registration can mean the difference between life and death – being able to get food, shelter or medical attention and to protect one’s personal safety, and access basic and essential services. UNHCR collects biometric data such as fingerprints and iris scans from arriving

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refugees to avoid multiple registrations. And regular updates of data help us to evaluate refugees’ ongoing needs, enabling each refugee to receive tailored packages of support. In Jordan, iris scanning is used to verify Syrian refugees’ identities when they receive UNHCR’s monthly cash assistance via ATMs, avoiding bank cards and PIN numbers altogether. At present, the use of cash assistance can ensure that 93% of the donations are directly used by the beneficiaries, offering them the dignity of choice instead of receiving pre-determined relief supplies.

Digital identity advances the use of cash assistance Providing refugees with cash enables them to fulfil their needs in a dignified manner, and contributes to the local economy, while digital identity systems can help us to target assistance accurately to reach the right beneficiaries. Cash assistance makes the displaced less likely to resort to harmful coping strategies, such as survival sex, child labour, family separation, and forced marriage. Since 2016, the programme has helped more than 16 million people in more than 100 countries to build or improve their homes, pay their rent, buy medicine, pay off debts or even start a business, among other activities. More successful stories on technology and cash assistance Dhanapala hopes that in the future 5G will bring the same benefits to refugees as to everyone else. In areas such as online education, assuming there will eventually be 5G access in areas that host refugees, there will be positive benefits to faster connection speeds and greater ability to download video content. UNHCR has already been partnering and innovating with the private sector in areas such as shelter and technology. We would love to develop more innovative and creative solutions for refugees using the internet.

互聯網促進難民兒童教育難民的小學入學率為 63%，遠低於全球的 91%；而接受中等教育的難民比例更低，只有24%，比全球的84%低了三分之二；只有3%的難民接受高等教育，遠低於全球的 37%。互聯網可以幫助難民克服一些地域障礙，例如使難民學生能夠通過世界各地高質量的網上學習平台和大學課程獲得教育機會。達納帕拉舉例道，難民署曾與沃達豐基金會（Vodafone Foundation）及難民社區攜手開發和採用即時網絡學校（INS, Instant Network School），透過提供技術、設備與在線學習材料，讓資源不足的撒哈拉以南非洲地區的教室可以滿足不同年齡的學習者的需求。今天，在剛果民主共和國、肯亞、南蘇丹和坦桑尼亞，聯合國難民署共建立了31所網絡學校。生物識別技術加強難民身份辨別與資源調配對難民來說，身份登記是一項生命攸關的程序，若難民沒有作身份登記，便沒有證據證明他們的存在，這關乎他們是否能夠獲得食物、安身之所、得到醫生醫治、保障人身安全免受威脅，以致獲得生活所需的基本服務和權利。難民署引入指紋和虹膜掃描等生物識別技術來收集難民獨一無二的身份資料，避免多重登記，並運用定期更新的數據，以評估難民的持續需要及作出相應規劃，提供合適的支援配套，如教育和生計支持等。在約旦，敍利亞難民利用自動櫃員機提取難民署的每月現金援助時，只需用虹膜掃描核實身份，便毋須再使用個人銀行提款卡和密碼。現時，利用現金援助更可確保93%的捐款直接用於受助者上，並且讓他們重拾可選擇的尊嚴，而不是接受預設的救援物資。數碼身份技術推動現金援助向難民提供現金援助除了使他們能夠有尊嚴地滿足其基本生活需求，亦可為當地經濟作出貢獻。數碼身份系統可以幫助我們準確地識別援助目標，使其惠及正確的受益人。現金援助更可減低流離失所者為生計而訴諸有害應對策略的機會，例如選擇性交易、當童工、與家庭分離和步入強迫婚姻等。自2016年以來，該計劃已幫助100多個國家或地區的1600萬人建造或改善房屋、支付房租、購買藥品、開設生意等。了解更多有關科技與現金援助的成功故事：達納帕拉強調，希望未來 5G能為難民帶來與普羅大眾同樣般的好處，像是在線教育，假如難民所在地區最終都能連接到 5G 網絡，那麼更快的連接和下載視頻的速度將會帶來積極的影響。難民署已經在庇護所和科技等領域與不同部門進行合作和革新，並願意在難民互聯網使用方面開發更多具有創新性和創造力的解決方案。

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PREDICTIONS FOR 2020 AND BEYOND 2020年及往後的預測

At the close of 2019, we are not merely witnessing the end of a year of activity, but a decade of revolution. Rapid digitalisation, advances in automation and machine intelligence, and the evolution of new online shopping and media consumer cultures, have left the marketing landscape unrecognisable in every conceivable way to its 2010 form. To better understand the new order of things, as well as the opportunities and pitfalls that have been presented to us over the past 12 months, and the challenges that lie ahead, Marketing has spoken to several of Hong Kong’s leading brand marketing leaders. Each was presented with a series of questions on the state of the industry, and their opinions on where it stands, where the priorities of practitioners should be, and where to move next, were radically different. But in the radical age we live in, where innovations have meant entire skill sets, specialisms, and even sectors, being both created and abandoned in quick succession, why would we expect anything different? In this feature we speak to Haymans Fung, chief marketing officer at Sun Life Hong Kong; Eddy Kwong, director and head of digital marketing and transformation for Asia Pacific at Allianz Global Investors; Peter Larko, director of marketing and PR at Mercedes-Benz Hong Kong; Alison Massey, group marketing director at Now Health International; Simon Shing, assistant vice-president and head of marketing at FWD HK; and Nancy Ting, head of consumer marketing at Google Hong Kong. 2019年接近尾聲，我們不僅見證充滿活動的一年結束，更見證十年變革的完結。迅速數碼化、自動化及機器智能發展、以及嶄新網上購物及媒體消費者文化的演變，已令市場推廣環境變得與2010年大相逕庭。為更好地了解新秩序、過去一年所帶來的機遇及陷阱、以及未來面臨的挑戰，《Marketing》訪問了幾位本港領先品牌營銷領袖。每位受訪者被問到一系列有關行業狀況的問題，他們對行業現狀、從業者應優先考慮的事項、以及下一步發展提出各自不同的意見。生活在瞬息萬變的時代，創新意味著整體技能、專業知識、甚至行業都在迅速更迭起滅，這是必然現象。在今期專題報導，我們訪問了香港永明金融首席營銷官Haymans Fung、安聯投資亞太區數碼營銷及轉型總監Eddy Kwong、梅賽德斯—奔馳香港有限公司巿場推廣及公關部門主管Peter Larko、Now Health International集團巿場總監Alison Massey、香港富衛保險市務部助理副總裁成國達、以及Google香港營銷主管丁樂恩。

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What marketing tech had the biggest influence on 2019? Fung: Artificial intelligence. AI has influenced and changed the way we do targeting, programmatic buys, and automation. AI enables higher personalisation, real-time responses, and prediction of consumer behaviour. Kwong: I don’t think there is any particular marketing tech that is noticeably big. But the idea of “phygital” – the attempt to merge the physical and digital experience has been used a lot more in 2019. Massey: 2019 saw chatbots go mainstream, as more and more businesses launched this technology in a bid to enhance the service experience while driving efficiencies. This trend will only continue and it’s predicted that by 2021 that 50% of businesses will spend more on chatbots than on traditional mobile apps. We launched a chatbot on our Facebook messenger platform last year to help field many of our frequently asked questions, and we’re planning to integrate a chatbot service into our live chat function to deliver a faster and more efficient customer experience. Shing: AI. We can see its application everywhere from media buy to content creation – one example being bespoke versions of YouTube videos – as well as chatbots for marketing or customer service purposes. Ting: Digital marketing. According to a recent study we collaborated on, the top quartile of brands surveyed in Hong Kong reported significant benefits from digital marketing, achieving an average of 9% in incremental revenue and 11% cost efficiency.

Q What was the most inspiring use of tech you saw in 2019? Fung: Dynamic pricing used by various tech companies. Demand-based price changes are nothing new – think changes to hotel room rates depending on the season – but with AI entering the equation, prices can be determined and optimised with a whole new level of precision, taking a wide variety of data into account.

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AI is used for dynamic pricing, which analyses a customer’s data patterns and predicts what they are likely to be willing to pay, and also their receptiveness to special offers. This allows more precision in targeting to calculate the exact level of discount needed. Airbnb is one brand that has built an extremely sophisticated dynamic pricing system to help property owners determine property prices. Massey: There have been some creative uses of augmented reality within corporate marketing strategies to help bring products to life to customers. For example, online retailer Wayfair introduced an in-app feature which lets customers see how furniture would look in their own home. Dior did something similar with an Instagram filter which allows customers to virtually try out new beauty looks and accessories. AR for the insurance industry has so far been limited to obvious use cases such as car and home insurance, but the applications for other verticals such as health are exciting. Shing: A virtual contact centre that talks with real customers on calls, and can sense the customer’s emotions and reacts differently, even changing to another call agent when a customer is getting angry. Most importantly, you don’t even know you are talking to robots! Ting: The most inspiring use of tech that we saw in 2019 was smart assistants. With the heavy investment in natural language processing, AI, and machine learning, smart assistants deliver even more natural and useful experiences to help users get things done. Mobile changed the world 10 years ago, and users are turning to their devices with specific intents in a variety of input methods such as text, touch and voice. We noticed that users interacting with the Google Assistant app were 40 times more likely to use action-oriented queries than search, with people often asking it to “send a text message”, “call someone”, “remind me to …” or “turn on airplane mode”.

問:哪種市場推廣科技在2019年最具影響力？ Fung: 人工智能（AI）。AI已影響並改變我們進行目標定位、程序化購買及市場推廣自動化的方式，有助提高個人化、提供實時回應、以及預測消費者行為。 Kwong: 我認為沒有任何個別市場推廣科技特別突出，但嘗試融合實體與數碼體驗的「phygital（實體數碼化）」概念在2019年被大幅採用。 Massey:聊天機器人成為2019年的主流，愈來愈多企業採用這項技術來增強服務體驗及提升效率。這股趨勢只會持續下去，預計到了2021年，一半企業在聊天機器人方面的開支將超過在傳統流動應用程式方面的開支。去年，我們在自己的Facebook Messenger平台上推出聊天機器人，以助解答許多常見問題。我們計劃將聊天機器人服務與實時聊天功能結合，以提供更快捷高效的顧客體驗。成國達:AI。從媒體購買到內容創建，AI的應用無處不在，其中一個例子是定製版本的YouTube影片，以及用於市場推廣或客戶服務的聊天機器人。丁樂恩:數碼營銷。據我們最近合作進行的一項研究顯示，前四分之一的受訪香港品牌表示顯著受惠於數碼營銷，取得平均 9%的收入增長，以及11%的成本效益增長。

問:2019年最令人鼓舞的科技應用？ Fung:多家科技公司使用的動態定價。價格按需求變動不是甚麼新鮮事，正如酒店房價會因應季節而變動。隨著將 AI納入計算方程式，可根據各種數據更精準確定及調整定價。動態定價運用AI分析顧客的數據模式、預測他們可能願意支付的價格、以及他們對特價優惠的接受程度，從而更精確定位目標，以計算出確實所需的折扣水平。 Airbnb是其中一個建立極為精密的動態定價系統來幫助業主確定房價的品牌。 Massey: 有些企業營銷策略以創意方式運用擴增實境（AR）來讓顧客體驗產品，例如網上零售商 Wayfair引入一個應用程式內置功能，讓顧客可以預覽家具放置在其家中的觀感。Dior亦採用類似的方式，透過Instagram濾鏡讓顧客虛擬試用其新推出的美妝產品及配飾。 AR在保險業的應用有限，明顯的例子只有汽車及家居保險，但在保健領域等其他方面的應用令人感到雀躍。成國達:虛擬客服中心可以與真實顧客通電話，並能感知顧客的情緒而作出不同反應，甚至可以在顧客生氣時轉駁至另一位客戶服務員處理。最重要的是，顧客甚至不知道與自己聊天的是機器人！

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Q What trend took the lead in 2019? Fung: The use of AI in marketing such as in product or content recommendations, search engines, personalisation, targeting, and product pricing. Massey: Mobile pass technology gained considerable traction this year. The technology is no longer only being used for mobile wallet payments (which are growing at an exponential rate), but as a broader customer engagement channel for loyalty schemes, offers, and events. We recently launched mobile pass membership cards to better empower our customers. Our mobile pass draws down information about a member’s plan in real-time from our proprietary database and makes it easier for customers to validate their coverage when seeking medical treatment. Shing: 5G. It creates expectations of what substantially increased bandwidth will enable for a lot of marketing applications in a realtime manner.

Q What trend died in 2019? Fung: Chatbots. Over the past few years, the chatbot star has risen dramatically and then fallen even more dramatically, as a onehyped application of AI was found not to work as well as many had hoped. However, many companies are still investing and exploring the use of chatbots; the latest development that has been proven to be delivering business results is conversational AI. Kwong: Text-driven social media content. Larko: VR, though it might come back when the tech and hardware is more mature. Massey: Mobile apps are on the way out – indeed data shows the total number of Apple and Android apps has been on the decline since 2017. Businesses are gradually moving away from native apps to more integrated and responsive online content via web apps. However, this trend creates huge efficiencies for marketers as the development of a company’s web apps usually rests in one place instead of many. Shing: Programmatic to a certain extent.

Q Do you think we came to grips with any issue as an industry in 2019? Larko: Sadly, not really. Some progress on fake content, but still very far to go.

Left to right: Haymans Fung – chief marketing officer at Sun Life Hong Kong. Eddy Kwong – director and head of digital marketing and transformation for Asia Pacific at Allianz Global Investors.

Massey: With the launch of GDPR in 2018, 2019 saw the execution of marketing activities using the new framework. The principles of the regulation considerably improved the consumer’s position, but there was a lot of apprehension within the industry that GDPR would kill a number of established demand-generation techniques. In the end it hasn’t been the monster we all feared, but has challenged and changed the way we think about targeting and data gathering. For international businesses, the reach of GDPR lies well beyond Europe and the expectation is that tighter regulations across the Middle East and Asia Pacific will continue to be introduced in the years ahead.

Q What’s the biggest problem issue we still have to grapple with as an industry? Fung: Even with the help of all our technology, I still think as marketers, we have yet to master how to measure and report on the interactions our customers have with our campaigns to reveal how their visits drive actual sales and revenue. In order to be relevant and really assist people, we need data. We’ve got to use it in a way that adds value to our marketing communications every step of the way. To improve the customer experience, we must break down organisational and technological silos. This by far is the most complex and challenging problem to solve. It

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丁樂恩:2019年最令人鼓舞的科技應用是智能助理。通過在自然語言處理、AI及機器學習方面的大量投資，智能助理甚至可以提供更自然實用的體驗，幫助用戶完成工作。流動設備在10年前改變世界，用戶現時以文本、觸控及語音等各種輸入法，指令其設備進行各種操作。我們留意到，使用Google Assistant應用程式的用戶發出行動指令的機率是發出搜索指令的40倍，用戶最常向其發出的指令是「發送短訊」、「打電話給某人」、「提醒我……」或「開啟飛行模式」。問:2019年有何領先趨勢？ Fung:AI在市場推廣業務方面的應用，例如產品或內容推薦、搜索引擎、個人化、定位及產品定價。 Massey:手機驗證技術在今年獲得極大關注。該技術不再僅用於手機錢包支付（這方面的應用呈指數增長），更用作忠誠度計劃、優惠及活動等更大範圍的顧客聯繫渠道。我們最近推出手機驗證會員卡，給予顧客更大權限。我們的手機驗證從我們的專有數據庫中即時提取有關會員計劃的資訊，讓顧客在尋求醫療服務時更容易驗證其保障範圍。成國達:5G。市場期望速度大幅提升的寬頻網絡可以為許多市場推廣應用程式提供實時支援。

問:2019年有何趨勢消失？ Fung:聊天機器人。過去幾年，聊天機器人這顆新星突然冒起，然後以更快的速度驟跌。這個一時興起的AI應用程式並非如許多人預期般有效，但許多公司仍然投資探索聊天機器人的應用。最新發展證實對話式 AI能帶來業務成果。

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means really taking a look at how our business is organised and what technology we are using, then finding a way to connect it better. Also, we need to recognise that data is a reflection of the customer’s journey, with each moment offering an opportunity to be relevant. Opportunities for growth require us to put customers at the centre of our strategy, which includes understanding the real impact each customer or customer segment has on our bottom line. We need to focus on customer value and long-term outcomes, and aligning our marketing metrics with these goals. This means we need to determine a media metric that drives business outcomes (return on ad spend, micro-conversions, store visits, or brand lift, for example) and invest in strategic experiments to find new experiences that will change the path of future growth. Kwong: I think many marketers are not truly serious about data and customer insights. We are certainly moving there. But how many brands, creative outfits, and media agencies out there would really work together to start any marketing efforts from data, customer insights, and research? I’m sure there are pockets of us doing it, but I’m talking about all parties working together on it. And how about going beyond just impressions and clicks after the campaign to dig deep on what people are saying and feeling about the campaign? Both quantitative and qualitative data are equally important. Larko: I think privacy will continue to be a huge issue. Massey: One of the key issues the industry needs to tackle is the importance of talent investment to ensure the profession can stay ahead of the curve and leverage new technologies to its advantage. This includes investment in skills such as UX/UI design, customer journey mapping, and data analysis. Shing: Marketing ROI is still a key issue given the nature of marketing, and given the proliferation of consumer touch-points and ever-changing consumer behaviour, it makes justification of marketing investment more and more difficult. Ting: For the marketing industry, there is an even greater need of digital talent to be able to drive the industry forward as consumers become more digital savvy. With 89% of

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Kwong: 以文字為主的社交媒體內容。 Larko: 虛擬實境（VR），但隨著科技及硬件更趨成熟，VR或會捲土重來。 Massey: 手機應用程式正逐漸淘汰。實際數據顯示，自2017年起，蘋果及Android應用程式總數一直在減少，企業正逐漸從原生手機應用程式，走向提供更快速響應綜合網上內容的網絡應用程式。一家公司的網絡應用程式開發通常只有單一據點，因此這種趨勢能大大提升市場推廣人員的效率。成國達:程序化廣告在一定程度上消失。

問:您認為行業在 2019年有致力解決任何問題嗎？ Larko:遺憾的是並沒有。在打擊虛假內容方面取得 Peter Larko – director of marketing and PR at Mercedes-Benz Hong Kong.

corporates anticipated to increase investment levels on digitalisation in next two years, 64% of corporates think staff with a STEM education background are hard to recruit. Encouragingly, 81% of residents are willing to learn and acquire new digital skills with specific interests in app development (41%), AI and machine learning (40%), and data analytics (37%). Marketers need to continue brushing up their digital skill sets to keep themselves relevant in the ever-evolving industry, and there are many free tools and resources they could use. In addition to retraining the current workforce, we also need to help the future generation master digital skills such as coding and computer science. Looking ahead, stronger collaboration across the industry to apply AI and technology in practice, and provide staff members with access to the right training resources, is going to be critical for success.

What technology are you most excited about the advancement of? Fung: Blockchain, to be utilised in smart contracts and digital identity. And a new level of AR powered by 5G. Kwong: Content continues to be critical. To me, I would definitely want to see more application of AI and natural language generation in the future. If the technology can become more advanced going forward, we can move beyond

一些進展，但還有很遠的路要走。 Massey:隨著2018年推出《一般資料保護規範》（GDPR），2019年看到採用新框架執行市場推廣活動的情況。該法規的原則大大改善消費者的地位，但許多行內人士擔心GDPR會扼殺許多具規模的需求產生技術。這最終沒有變成人人懼怕的嚴刑峻法，但挑戰並改變我們對定位及數據收集的思考方式。對於國際企業而言，GDPR的覆蓋範圍遠不止歐洲，展望在未來幾年，將繼續在中東及亞太地區引入更嚴格的法規。

問:行業仍要致力解決甚麼最大問題？ Fung:即使在全部現有科技的幫助下，我仍然認為市場推廣人員尚未掌握如何對顧客與推廣活動之間的互動進行衡量及報告，以反映其訪問如何推動實際銷售及收入。我們需要數據來保持相關並真正幫助消費者，必須運用數據為市場推廣宣傳的每一步驟增值。為提升顧客體驗，我們必須打破組織及技術孤島，這是到目前為止需要解決的最複雜及最具挑戰的問題。因此要真正了解我們的業務組織架構及正在使用的技術，然後尋找方法將其更好地聯繫起來。此外，我們需要明白數據反映顧客旅程，每個時刻都提供保持相關的機會。要把握發展機遇，我們必須將顧客放於策略核心，當中包括了解每位顧客或顧客群對企業盈利的實際影響。我們需著眼於顧客價值及長遠成果，市場推廣指標亦要與這些目標保持一致，因此我們需要選擇一種有助推動業務成果的媒體指標，例如廣告開支回報、微轉化、商店訪問率或品牌提升等，並投資進行策略實驗以尋找可改變未來發展道路的新體驗。 Kwong:我認為許多市場推廣人員沒有認真對待數據及客戶洞悉。我們的確朝著這個方向發展，但到底有多少品牌、廣告公司及媒體代理機構會真正互

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專題報告

FEATURE

Left to right: Alison Massey – group marketing director at Now Health International. Simon Shing – assistant vice-president and head of marketing at FWD HK..

text content, to voice, and to video. We can then generate content that is more timely and relevant for our customers. Larko: Voice technology for search, control, and commands. Massey: AI offers huge potential, particularly within the health insurance industry. For us, it opens up significant opportunities to enhance the customer experience – from intelligent underwriting at the point of sale, through to telemedicine consultations when members need treatment, through to automated and faster claims processing. Shing: The integration of recognitions, AI, and language applications – those behind virtual assistants.

Q What tech will have the biggest influence on 2020? Fung: AI will continue to be the biggest influence as more and more data becomes available for the greater sophistication of bot learning and automation. This will mean more sophisticated personalisation of messaging and media selection. 5G will also start to gain significance as it will enable a whole new level of creativity and engagement in marketing and advertising. Kwong: A much more solid use of AI will be a

big influence. People have been talking about how they use AI in marketing, but it is not widely used yet. Lots of fintechs and start-ups have great solutions out there, but I don’t think marketers are partnering with those fintech solutions actively just yet. More accurate targeting and Larko: personalisation at scale, coupled with more AI and machine learning. Massey: Big data will be king in 2020. There is an increasing awareness among C-suite executives of the need to better capture, leverage, and monetise data, including for more cost-effective marketing and results measurement. As businesses invest in more advanced data mining tools, the insights and potential advances are boundless. Shing: AI, with the integration of recognition technologies such as facial and voice recognition. When the integration of these technologies matures, it will be time for virtual assistants to become “real”. Ting: In 2020, with the increasing number of brands that would have built solid data foundations, we could expect more will explore and take advantage of the new technology and AI in marketing. This could mean smarter creative, providing brands with the ability to compare and

相合作，從數據、客戶洞悉及研究開始展開任何市場推廣工作？我肯定有很多市場推廣人員這樣做，但我所說的是各方共同合作。此外，在市場推廣活動結束後，除了印象及點擊率，深入了解大眾對活動的看法及感受方面又如何？定量及定性數據都同樣重要。 Larko: 我認為私隱仍然是一個重要議題。 Massey:行業需要解決的關鍵議題之一，是必須在人才方面進行投資，以確保行業能夠保持領先地位，並善用新科技來發揮其優勢，這包括培養用戶體驗／用戶界面設計、顧客旅程地圖繪製及數據分析等技能的投資。成國達:市場推廣投資回報仍然是一個關鍵議題，考慮到市場推廣的性質，加上五花八門的消費者接觸點及不斷變化的消費者行為，證實市場推廣投資回報變得愈來愈困難。丁樂恩:隨著消費者變得更精通數碼技術，市場推廣行業對能夠推動行業向前發展的數碼人才需求變得更大。 89%的企業預計在未來兩年增加數碼化方面的投資，64%的企業認為難以招募具有 STEM教育背景的人才。令人鼓舞的是，81%的本地人才願意學習及獲取新數碼技能，對應用程式開發（41%）、AI及機器學習（40%）及數據分析（37%）尤其感興趣。市場推廣人員須繼續提升自己的數碼技能，以追上行業不斷發展的步伐，而市場上提供許多可用的免費工具及資源。除了向現有員工提供再培訓外，亦要幫助下一代掌握數碼技能，例如編碼及電腦科學。展望未來，整個行業要加強合作實踐AI及科技應用，並為員工提供合適的培訓資源，這將會是成功的關鍵。

問:您最期待哪方面的科技發展？ Fung: 區塊鏈，用於智能合約及數碼身份，以及5G 支援的新一代 AR。 Kwong:內容仍然至關重要。我當然希望將來可以看到更多AI及自然語言生成的應用。如果該技術將來能夠變得更加先進，我們可超越文本內容，發展成語音及影片，然後為顧客提供更及時的相關內容。 Larko: 用於搜索、控制及命令的語音技術。 Massey:AI具有巨大潛力，尤其在健康保險行業。從銷售點的智能承保、受保人需要接受治療時的遙距醫療諮詢，以至更快的自動化索償流程，AI為我們開闢大量提升顧客體驗的機會。成國達:虛擬助理背後的識別技術、AI及語言應用程式集成。

問:哪些技術對2020年影響最大？ Fung:隨著愈來愈多數據可用作更精密的機器人學習及自動化，AI將繼續發揮最大影響力，從而使通訊及媒體選擇變得更精準及個人化。5G讓市場推廣及廣告可發揮更大創意及提升參與，因此也將開始受到重視。 Kwong:更實際地使用AI將產生重大影響。業界一直談論他們如何在市場推廣中使用AI，但尚未廣泛

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專題報告

FEATURE 應用。許多金融科技及初創企業都提供出色的解決方案，但我認為市場推廣人員目前尚未積極採用那些金融科技解決方案。 Larko: 更精確的大規模定位及個人化，配合更多AI 及機器學習。 Massey:大數據將成為 2020年的王道。高層管理人員日益意識到，他們需要更好地獲取及善用數據，並將數據轉化成收入，包括用於進行更具經濟效益的市場推廣及結果測量。隨著企業投資開發更先進的數據挖掘工具，將會有無限的洞悉及進步潛力。成國達:結合面部及語音識別等識別技術的AI。當這些技術整合變得成熟，將踏入虛擬助理成為「真實」的時代。丁樂恩:到了2020年，隨著愈來愈多品牌建立穩固數據基礎，預計將有更多品牌探索及善用新技術及AI 來進行市場推廣，從而打造更智能的廣告創意，使品牌能夠為顧客提供個人化的創意輸出及進行比較。更智能的出價技術提供更有效的實時出價及更智能的屬性，以通過非最終點擊及數據驅動的屬性來更好地衡量意圖，從而了解真正推動轉化的因素，並在整個用戶流程中分配正確的價值。

Nancy Ting – head of consumer marketing at Google Hong Kong.

personalise creative output for their customers. Smarter bidding will allow more efficient, real-time bids and smarter attribution to better measure intent through non-last click, datadriven attribution to help understand the true drivers of conversion, and assign the right value throughout the user funnel.

Q What’s the next big trend? Fung: Conversational AIs and speech recognition technology. Larko: Anything that can increase productivity while reducing screen time. Massey: The next big opportunity relates to increasing personalisation and more targeted marketing as a result of technology and better access to data. In an Econsultancy study, 67% of marketers said they wanted to improve their personalised experiences, so it’s a material trend. But just as the study suggests, data integration is the biggest obstacle to successful implementation. So, while cracking the big data nut will transform access to truly personalised experiences, most of us aren’t there yet. Shing: 5G that allows real-time AI applications. Ting: I’m excited about the opportunities presented for brands to engage customers via simple and intuitive voice commands, and bring more delightful experiences to perfect the customer journeys. For example, music apps such as KKBOX, MOOV and YouTube Music

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have integrated with Google Assistant, allowing users to ask to open the app and play the song using verbal communications. Going into the new year, it’s expected that more applications will be developed and more smart devices will be enabled with smart assistants. It’s time for businesses to be creative in embracing smart assistants in their customer journey and marketing campaigns.

Q Any final thoughts on the year to come? Kwong: Smarter machines; smarter humans. Larko: Yes, it’s gonna be epic! Massey: Whatever new technologies and trends are on the horizon, it’s important the industry does not lose sight of the overarching customer experience and how it aligns to ever-increasing levels of expectation from discerning customers. Yesterday’s “slay” is tomorrow’s “yawn”. Shing: Follow consumers, not technologies. That’s what marketers do. Of course, technologies are important nowadays as they are the enabler to make marketing more precise or more efficient. But being truly centric to consumer needs and behaviours is the core.

問:下一股大趨勢是甚麼？ Fung:對話式AI及語音識別技術。 Larko:任何可以提高生產效率、同時減少螢幕使用時間的方法。 Massey:下一個重大機遇在於科技及更多數據帶來的日益個人化及更具針對性的市場推廣。在Econsultancy的研究中，67%的市場推廣人員表示想改善其個人化體驗，因此這是一個重大趨勢。但正如研究表明，數據整合是成功實行的最大障礙。因此，儘管破解大數據可實現真正個人化體驗，但我們大多數人還未做到。成國達:5G支援實時AI應用程式。丁樂恩:對於品牌有機會通過簡單直接的語音指令與顧客互動，為顧客帶來更愉快完善的旅程體驗，我感到很興奮。例如KKBOX、MOOV及YouTube Music等音樂應用程式與Google Assistant結合，讓用戶通過口頭指令開啟應用程式並播放歌曲。踏入新一年，預計將開發更多應用程式，並有更多智能設備配備智能助理。企業是時候發揮創意，在其顧客旅程及市場推廣活動中引入智能助理。

問:對來年還有何想法？ Kwong:更智能的機器；更聰明的人類。 Larko:是的，將會是精彩的一年！ Massey:無論即將出現甚麼新科技及新趨勢，行業必定不能忽視整體顧客體驗，以及如何迎合精明顧客不斷提升的期望。昨天的「必殺技」，明天便變得「乏味」。成國達:跟隨消費者而非科技的步伐，那就是市場推廣人員的工作。當然，科技使市場推廣變得更精確有效，在現今的確很重要，但真正以消費者需求及行為為中心才是最重要。

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CUSTOMER INTELLIGENCE ................................................................................................................................................................................................................

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2020 is the perfect time to act on customer intelligence 2020年是根據顧客情報採取行動的最佳時機 Times have been tough for marketing professionals in Hong Kong. But rather than an excuse to sink into lethargy, perhaps the hardship should be acting as an industrywide wake-up call. Though it’s easy to blame the current climate, there have been bad habits forming for quite some time. Our Futurist Master Report from PRIZM asks if we can use this pressure productively and find ways to focus on who our audiences are and how better to reach them, to bring us a prosperous 2020.

香港市場推廣專業人員面對著艱難的日子，但與其作為偷懶的藉口，這道難關或者是敲醒整個行業的警鐘。儘管很容易會將目前的困境歸咎於當前的大氣候，但其實行業的壞習慣已養成了一段相當長的時間。Prizm在今期未來專題的Master Report中，探討我們能否將這股壓力轉化為動力，並尋找方法專注了解受眾及如何更好地聯繫他們，引領我們步入欣欣向榮的2020年。

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It goes without saying that it has been a slow second half-year for all of us in Hong Kong. Yet retailers and businesses are anticipating an even tougher time in 2020, with weaker local purchase power on the one hand, and fewer inbound travellers on the other. This gives us every reason to rethink our strategies and tactics within the boundaries of restricted budgets. We have spoken with multiple brands in the past five to 10 years and were happily indulged by an infinite inflow of new customers. But while many of us were busy exploring new

channels and ad platforms for acquisition and conversions in a vast sea of possibilities, some of us seem to have forgotten to nurture the ones we had already engaged with. For a while, we have been preaching and affirming “the marketing funnel is dead”. When we dealt with multi-channel (including digital) marketing in the past, we were confident in mapping the customer journey so we knew when, where, and how we should go after them. Now, all customer engagements take place through non-linear journeys, to

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對所有香港人來說，下半年無疑過得很漫長，但零售商及企業預計，隨著本地消費力減弱，加上入境旅客減少，2020年的市場環境將變得更為艱鉅。這正好是時候重新思考如何運用有限的預算來制訂策略及戰術。我們曾與多個品牌交談，在過去5至10年，我們為無限湧入的新顧客而欣喜若狂，品牌都忙於探索新的渠道及廣告平台，致力在龐大機遇中吸納這些客源並推動他們消費，但一些品牌卻似乎忽視聯繫已吸納的顧客。

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the extent that still using the term “O2O campaign” sounds incredibly dated. Vigorous and easily accessible marketing attempts from brands make it more difficult for them to form long-lasting relationships with their customers. This has led us to suggest a few initiatives. In order to kick-start this, the simple milliondollar question for retailers is: “Are you able to tell what portion of your business comes from new or repeat customers?”

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The odds are that even if you can deduce that from an existing loyalty programme already in place, it’s only detecting the most loyal group. What brands need is an integration of systems to consolidate data and ultimately deliver a seamless and painless experience for stitching customer records without intrusive actions. One of the best examples of binding digital payments and customer profiles is the masterful execution in China by Alipay and WeChat Pay. Customers are automatically

市場一段時間以來宣稱並肯定「營銷漏斗已死」。以往處理多渠道（包括數碼）營銷時，我們對繪製顧客旅程充滿信心，知道應在何時、何地以何種方式接觸他們。但現時的顧客旅程都是非線性，以致繼續沿用「O2O推廣活動」一詞顯得相當老套，活躍而方便的市場推廣方式使品牌更難與顧客建立持久關係。

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PRIZM Group多年來獲得本地及海外

identified whenever they pay, which provides business insights while also enriching loyalty and CRM activities. The goal is to gain a single customer view of our database, and that brands should pick the brains of marketers to create an array of automation tasks that communicate and engage with every customer in personalised and creative ways. This is contrary to the traditional practice where automation is merely related to promotions and deals.

Putting trust in personalisation and content marketing is great. Yet, another key factor is the variation of channels and mediums. We have to make sure chatbot conversations are synced among all touch-points so that the customer is always picking up from the last conversation, no matter if it is Facebook, Instagram, or the WhatsApp chatbot. We should be glad the alarm went off at the perfect time so we are pressed to turn this conversation into action in 2020.

因此我們提出一些建議。首先，一個對零售商重要卻難答的問題是：「您能否分辨出哪部分業務來自新顧客，哪部分來自回頭客？」即使能夠憑藉現有的忠誠度計劃作出推斷，亦只能檢測最忠實的客群。品牌需要的是能夠整合數據的綜合系統，最終提供無縫愉快的體驗，以非入侵的行動連接顧客記錄。其中一個成功綑綁數碼支付與顧客資料的最佳例子，是中國內地的支付寶及微信支付。無論顧客在任何時候付款，系統都可自動識別他們，這不僅能提供業務洞悉，亦有助提升忠誠度及客戶關係管理活動。這樣做的目標是要獲取我們數據庫的單一顧客視圖，品牌應請教市場推廣人員如何建立一系列自動化任務，以個人化的創意方式與每位顧客進行交流及互動，這有別於自動化僅用於促銷及交易的傳統做法。對個人化及內容營銷有信心固然好，但渠道及媒介變化是另一關鍵因素，我們必須確保所有接觸點的聊天機器人對話都是同步，讓顧客無論是使用 Facebook、Instagram還是WhatsApp Chatbot都可以延續上一次的對話。我們應為適時發出的警號而感到高興，這將驅使我們在2020年將對話變成行動。

ABOUT PRIZM Group Based in Hong Kong, PRIZM Group is Asia’s specialist in digital marketing, eCommerce, 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 onestop solutions to integrated digital marketing, eCommerce 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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焦點

SPOTLIGHT

SNAPPED 快拍 Singapore Airlines’ “A taste of the future” culinary luncheon DATE: 1 November. VENUE: Rosewood Hotel. 1. Aimed at showcasing its enhanced and personalised offerings of its in-flight food and beverages, Singapore Airlines curated a comprehensive menu for firstclass, business class, and premium economy class passengers. 2. Singapore Airlines invited two flight

attendants to participate at the event. One of which (left) had starred in the airline’s safety video.

3. Australian celebrity chef Matt Moran was a member of the culinary panel that designed the in-flight menus for Singapore Airlines. 4. The flag carrier has also introduced a wide range of wine labels to offer more choice for passengers.

Samsung’s Galaxy Fold preview DATE: 6 November. VENUE: The Murray. 1. Samsung showcased its latest smartphone, the Galaxy Gold, to the public in mid-November, which customers could buy from 22 November onwards. 2. The phone can be used

single-handedly while folded, with the main screen capable of displaying up to three active applications simultaneously.

3. Available in two colours, the

Galaxy Fold has six cameras, including the rear triple cameras, the front dual cameras, and a cover camera.

4. Users of the Galaxy Fold will enjoy premium customer experiences as Samsung will offer a dedicated hotline to provide assistance.

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焦點

SPOTLIGHT

Pacific Place’s 2019 “Sincerely Yours” Christmas campaign DATE: 1 December to 2 January. VENUE: Pacific Place. 1. Pacific Place was transformed into a Santa Claus-styled printing house, creating gigantic pop-up Christmas cards decorated with characters from classic fables. 2. Created by San Francisco-

based illustrator Jennifer Porter, in collaboration with local illustrator Bonnie Pang, the mall’s annual celebration included installations and decorations to add a festive touch.

3. A number of workshops, suitable for adults and children, were available across the shopping mall. 4. Decorations were installed across the mall, aimed at creating dreamlike scenery to enchant visitors.

DBS Hong Kong’s “The future of banking is here” event DATE: 5 November. VENUE: Sky100. 1. The event marked the launch of a new tool, allowing users to set up multi-currency DBS savings and wealth management accounts digitally.

2. DBS Hong Kong’s CEO Sebastian Paredes (pictured middle) and its managing director and head of consumer banking group and wealth management Ajay Mathur (right) were in attendance, talking about the process of opening a virtual wealth management account. 3. Actress Jessica Hsuan and actor Louis Koo, who starred in the TVC promoting the new service, took part at the launch event.

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DE CE MB E R 2 019 / JANU ARY 2 02 0 MARK E TING HON G KON G 2 1

The Marketing Excellence Awards is Hong Kong’s main event for recognising excellence across the marketing communications services industry. It does far more than simply acknowledge the great campaigns of the year, it rewards exceptional talent that continues to push the envelope. There were 32 categories open for entry, covering a diverse range of marketing disciplines. This year marked the highest number of participants in the awards, with 790 entries. The awards were judged by an esteemed panel of industry leaders and senior marketers. The winners of the Marketing Excellence Awards represent the very best in the industry. Finalists and winners celebrated their moments of victory at a grand ceremony and gala dinner on 7 November at the InterContinental hotel in Hong Kong. 《Marketing》舉辦的年度盛事「市場推廣卓越大獎」表揚市場推廣服務行業的傑出表現，不僅讚揚今年的出色推廣活動，亦向不斷進步的優秀人才給予獎勵。今年的「市場推廣卓越大獎」共設有 3 2個獎項組別，涵蓋不同市場推廣範疇。今年收到790個參賽作品，創歷年新高。所有獎項經由備受尊崇的行業領袖及高級市場推廣人員組成的評審團嚴格甄選，得獎者都是行業的佼佼者，實至名歸。今年的「市場推廣卓越大獎」盛大頒獎晚宴於 11月7日假香港洲際酒店舉行，入圍者及得獎者聚首一堂，共同慶祝最輝煌的時刻。

GOLD SPONSOR

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VIDEO PRODUCTION PARTNER

JUDGES SHIRLEY YUEN

Marketing Director, Abbott Nutrition Division Abbott Laboratories

CAREY WONG

Global Head of Marketing ADSS

YVONNE LEUNG Chief Marketing Officer Alipay Payment Services (HK)

EDDY KWONG

Head of Digital Marketing, Asia Pacific Allianz Global Investors

KIRSTEN WONG

Marketing Director Goodman

PURPLE YAO

General Manager, Global Marketing Hong Kong Airlines

MILDRED WONG

Director of Marketing and Communications, Asia Pacific Hyatt Hotels & Resorts

INGRID CHEN

General Manager, Marketing and Communications Joyce Boutique

SARAH LEUNG

Former PR and Communications Director – APAC Michael Kors

AGNES MA

Director of Communications Mira Hotel Collection

BERTHA CHAN Head of Marketing Ngong Ping 360

ROSE YEUNG

Marketing Director Ocean Park Hong Kong

MING CHAN

Director, Corporate Communications & Investor Relations Sa Sa International Holdings

SUKI CHEUNG Associate Director SF Express

VIVIAN LEE

Group General Manager, Corporate Marketing & Communications Sino Group

WILLIAM TAM General Manager UA Cinemas

KAMAN HO

Head of Corporate Communications Manulife (International)

WINKIE WONG

LUTRICIA KWOK

Marketing Director Visa Hong Kong

Senior Director, Brand & Marketing, Asia Pacific Marriott International WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

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DE CE MB E R 2 019 / JANU ARY 2 02 0 MARK E TING HON G KON G 2 7

Excellence in Customer Engagement

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AIA International Brand: AIA Hong Kong Campaign: “FUEL” – The heart-winning customer engagement strategy powered by data analytics Agency: Accenture Interactive, Greater China

Excellence in Mass Event

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AIA International Brand: AIA Hong Kong Campaign: Healthfest by AIA Agency: What If Hong Kong

SILVER AIA International Brand: AIA Hong Kong Campaign: Super Connect

SILVER FWD Hong Kong Campaign: Limitless Challenge 2018 Agency: Sportsoho Media

BRONZE Inchcape Hong Kong Brand: LEXUS Campaign: Find Your Unbeaten Path Agency: TBWA\ Hong Kong

BRONZE Link Asset Management Brand: Stanley Plaza Campaign: Stanley Plaza Finnish Christmas Market 2018

Excellence in Financial Marketing

Excellence in Launch/Rebranding

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AIA International Brand: AIA Hong Kong Campaign: Tax Incentive Programme Agency: Uth Creative Group

SILVER FWD Hong Kong Campaign: Retire Your Way Agencies: Tribal Worldwide, a branch of DDB Group, GroupM BRONZE AIA International Brand: AIA Hong Kong Campaign: “AIA Vitality Commissioner of Health” Integrated Advertising Campaign Agency: Uth Creative Group

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AIA International Brand: AIA Hong Kong Campaign: Tax Incentive Programme Agency: Uth Creative Group

SILVER Estée Lauder Group Hong Kong Brand: Darphin Hong Kong Campaign: #ShareTheBloom Brand Launch Campaign Agency: The Bread Digital BRONZE Cathay Pacific Airways Campaign: Cathay Pacific – Move Beyond Agencies: Publicis Groupe Hong Kong, VCCP London

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BRANDED CONTENT

AIA’S CUSTOMER-CENTRIC FORMULA: A 360° FOCUS FOR TOP-CLASS MARKETING, ENGAGEMENT, AND COMMUNICATIONS AIA以客戶為中心的方程式：360°匯萃頂尖市場推廣、聯繫與宣傳

AIA Hong Kong (“AIA”) outperformed all of its industry peers at Marketing Excellence Awards 2019, becoming the first-ever company to be crowned “Marketer of the Year” for two consecutive years. On top of this elite distinction, AIA scooped 14 awards, including six gold, six silver and two bronze, making it the year’s biggest winner at Marketing magazine’s annual celebration. AIA’s performance at the awards is a testament to the success of its vibrant marketing vision. As an insurer, it stands head and shoulders above the competition with its strategies and campaigns. AIA attributes its leading position to a customer-centric philosophy. Its marketing strategies are guided by an understanding of customer needs and expectations, ensuring the delivery of campaigns that truly resonate with and touch people’s hearts. Besides its customer-first ethos, innovation has always been a hallmark of AIA. The insurer constantly challenges the conventional ways of engaging and interacting with customers and the public by building multi-faceted marketing campaigns that span advertising, digital media, events, and public relations. Integrated: Shaping the future of digitally led customer journeys In a market characterised by an endless stream of new launches, fresh approaches are imperative. AIA embraced the industry’s latest development – the “Tax Incentive Programme” – covering the Voluntary Health Insurance Scheme, Mandatory Provident Fund Taxdeductible Voluntary Contribution and Qualified Deferred Annuity Plan. In doing so, AIA created a marketing strategy that leveraged 360-degree communications to raise awareness and engage customers, WWW.M A R K ET I N G — I N T ER A C T I VE.C O M

helping them understand their own needs and provide them with the best solutions, as well as facilitate their purchases. After kicking off with a series of activities integrating traditional and digital media to create noise and impact, the campaign then featured the popular trio of Dodo and FAMA, announcing the unbeatable “lowest-price-in-town guarantee”, highlighting the campaign’s “wow” factor. Seamless: Transforming the customer experience through technological innovation By gaining a 360-degree view of customer needs through big data analysis, AIA has formulated an effective customer engagement strategy. Leveraging fintech with data analysis and machine learning technology, its Super Connect i-Intelligent Customer Engagement Platform develops propensity modelling and creates online-to-offline customer engagement touchpoints to seamlessly connect with customers. Holistic: Delivering creative events to ignite positive energy for a healthier community As a true advocate of healthy living, in October 2018 AIA organised “HealthFest by AIA” at the AIA Vitality Park next to the Hong Kong Observation Wheel. The week-long event included exciting wellness and parent-child activities to inspire the public to transform health awareness into action. Future-proof: Serving the changing needs of customers into the future Having grown in tandem with Hong Kong itself, AIA takes tremendous pride in its unwavering commitment to meeting the protection needs of the community. By developing exceptional products, supported by inspiring marketing and customer engagement campaigns, AIA continues to deliver on its brand promise of helping people live “Healthier, Longer, Better Lives”.

友邦香港 (“AIA”) 在《Marketing》雜誌舉辦的「市場推廣卓越大獎 2019」上力壓群雄，成為歷來首家連續兩年榮獲「年度最佳市場推廣機構」大獎的公司。除獲得此項最高殊榮，AIA亦橫掃 14個獎項，包括六金、六銀、兩銅，成為今年的大贏家。 AIA獲得如此佳績，印證其充滿活力的市場推廣取得空前的成功。作為一家保險公司，AIA憑藉其優越的策略及活動傲視同儕。AIA將其出類拔萃的成績歸功於「以客戶為中心」的理念，其市場推廣策略以了解客戶的需要和期望出發，確保其推廣宣傳能夠真正引起大眾的共鳴，並且能觸動人心。除了「以客戶為中心」的精神外，創新一直是AIA 的標誌。該公司不斷突破與客戶和公眾聯繫及互動的傳統框框，締造涵蓋廣告、數碼媒體、活動及公關等多面的市場推廣活動。整合推廣：塑造數碼化客戶體驗在新產品源源不絕的市場，採取嶄新推廣方式是成功的關鍵。AIA捉緊行業最新動態，推出「友扣稅」產品系列，涵蓋自願醫保計劃、強積金可扣稅自願性供款及合資格延期年金等三大範疇，並利用360度市場推廣策略來提高市場關注、吸引客戶、助他們了解個人需要、為他們提供最佳解決方案，以及讓他們更方便購買產品。在展開連串結合傳統與數碼媒體的活動後，AIA 邀請廣受歡迎的鄭裕玲及組合農夫宣傳「全城最低價」來製造迴響，以突顯整個推廣活動的吸引之處。無縫連接：運用創新科技改變客戶體驗通過大數據分析得以360度掌握客戶需要後，AIA便制定出有效的客戶互動策略。透過結合數據分析的金融科技及機器學習技術，其Super Connect 智能營銷平台開發傾向建模及建立線上至線下的客戶聯繫接觸點，與客戶無縫聯繫。全方位：籌辦創意活動激發正能量，建立更健康的社區 AIA 積極推廣健康生活，於 2018 年 10月在香港摩天輪旁的 AIA Vitality 公園舉辦「健康‧摩天輪 HealthFest by AIA」活動。為期一週的活動包括令人興奮的健康親子活動，以鼓勵大眾將健康意識付諸實行。面向未來：滿足客戶不斷變化的需求 AIA與香港一起成長的同時，亦堅持滿足社會大眾的保障需求。透過推出優越的產品，配合鼓舞人心的市場推廣及客戶聯繫活動，AIA繼續兌現其品牌承諾，幫助大眾活出「健康長久好生活」。

This content was sponsored by AIA

DE CE MB E R 2 019 / JANU ARY 2 02 0 MARK E TING HON G KON G 2 9

Excellence in Corporate Social Responsibility

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CLP Power Hong Kong Brand: CLP Campaign: Power Connect 2019 Program Agency: Bones Communications

SILVER Senior Citizen Home Safety Association Campaign: The Scent of a Mother Agency: Narrow Door BRONZE Hang Seng Bank Brand: GO! GingerOnion Campaign: Percentage Of Life Campaign Agency: The Bread Digital

Excellence in KOL Partnership

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American Eagle Outfitters Brand: American Eagle Campaign: You. In Color. Agency: McCann Worldgroup Hong Kong

SILVER L’Oréal Hong Kong Brand: LA ROCHE-POSAY LABORATOIRE DERMATOLOGIQUE Campaign: A Life Changer Agency: McCann Worldgroup Hong Kong BRONZE FWD Hong Kong Campaign: FWD North Pole Marathon 2019 Agency: MSLGROUP

BRONZE Maxim’s Group Campaign: Maxim’s Friendly Restaurant Campaign Agency: Madbox Communications

Excellence in Innovation

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Inchcape Hong Kong Brand: LEXUS Campaign: Find Your Unbeaten Path Agency: TBWA\ Hong Kong

Excellence in Media Strategy

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Ocean Park Corporation Brand: Ocean Park Campaign: Halloween Fest 2018 – Horrors lurk in every corner Agency: dentsu X

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

SILVER AIA International Brand: AIA Hong Kong Campaign: Tax Incentive Programme Agencies: CMRS Digital Solutions, MediaCom Hong Kong

BRONZE Hong Kong Tourism Board Campaign: Hong Kong Arts Month Agencies: ANON, Mindshare Hong Kong

SILVER Sony Corporation of Hong Kong Brand: Sony Hong Kong Campaign: The Beauty Begins The Beauty Lasts Agencies: Carat Hong Kong, The Right Side BRONZE Cathay Pacific Airways Campaign: “Sleep Less in Seattle” Agency: Publicis Groupe Hong Kong

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BRANDED CONTENT

HOW FRIENDLY RESTAURANT MADE DINING MORE WELCOMING AND ACCESSIBLE 友善餐廳如何帶來更方便窩心的用餐體驗

Hong Kong is a food paradise, but going out to eat can be an exercise in patience for people in need. It may be a challenge for them from the moment they leave their place of residence. Stairs connecting pedestrian sidewalks, or the gaps and height differences found between platforms and trains are some of the obstacles and barriers to accessibility presented. Maxim’s Group sees the need in the community to make dining more accessible for people in need. In 2015/16, it became the first F&B company to sponsor the Hong Kong Friendly Restaurant mobile app. Jointly launched by Taiwanese social enterprise OurCityLove, Enactus HKBU, and local student organisation Accompany, the app provides information on F&B options for the elderly, disabled persons, the physically handicapped and the able-bodied alike. After the launch of the mobile app, Maxim’s Group took the lead to further promote the Friendly Restaurant concept, including raising awareness of the issue with the general public and industry players and making a call for action. Activities included training staff to provide quality service to customers in need, and promoting the Friendly Restaurant App among people in need and their carers by organising a series of initiatives help them obtain useful information for dining out. Empowering staff with tailored training The Friendly Restaurant campaign 2018 began with staff training as meeting frontline staff is the first touchpoint of the customer journey. InWWW.M A R K ET I N G — I N T ER A C T I V E.C O M

store training sessions were tailored for frontline staff from over 190 selected restaurants under Maxim’s Group. With professional advice provided by OurCityLove, staff were equipped with the skillsets to serve customers with different needs so as to offer them the same pleasant dining experience as others. Let’s take the Friendly Restaurant Challenge together! To extend its influence, Maxims Group then further promoted the concept of Friendly Restaurant through public engagement. Corporate figures, university students, and families with kids were encouraged to join the Friendly Restaurant Challenge to stimulate the day-to-day challenges of people in need. Accompanied by disabled ambassadors, participants were geared with wheelchairs, elderly suits, or baby strollers, and experienced the barriers and obstacles encountered by people in need when exploring the community. Participants reflected that it was a valuable experience and said they would promote the core value of Friendly Restaurants to their friends and families. A representative from OurCityLove said, “Maxim’s Group joined hands with us to promote friendly dining environments by offering job opportunities to our disabled “friendly surveyors”, assessing restaurants’ facilities, and enabling over 190 restaurants and hundreds of frontline staff to participate in being trained in the methods for servicing visual impaired, hearing impaired, elderly, wheelchair users, and families with strollers.”

香港是公認的美食天堂，但對有需要人士來說，外出用餐可能是一種耐性的鍛煉，因為從他們踏出家門一刻起，連接行人路的樓梯、或者路面與車輛之間的高低與空隙，都是可能阻礙他們出入的障礙。美心集團了解到社會中不同人士面對用餐的難題，因此在2015/16年度成為首家贊助「友善香港好餐廳」手機應用程式的餐飲企業。該應用程式由台灣社企OurCityLove、香港浸會大學ENACTUS及香港學生組織「同路行」合作推出，為長者、傷健人士、肢體殘障人士及有特別需要的人士提供餐飲選擇資訊。應用程式面世後，美心集團更致力宣揚「友善餐廳」的概念，包括提高公眾及業界對有關議題的意識，並舉辦一連串活動，呼籲大家身體力行，例如培訓員工為有需要的顧客提供優質服務，以及向有需要人士及其照顧者宣傳「友善香港好餐廳」手機應用程式，協助他們獲取外出用餐的相關實用資訊。為員工提供度身訂造培訓前線員工是顧客用餐體驗的首個接觸點，故此，2018 年的友善餐廳推廣計劃就以員工培訓作起點，為美心集團旗下超過190間餐廳的前線員工提供度身訂造的店內培訓課程，透過OurCityLove提供的專業建議，讓員工掌握相關技能，為有不同需要的顧客提供服務，讓他們享受如常人般的愉快用餐體驗。一同參加「友善餐廳挑戰」！為加強推廣，美心集團隨後更結合公眾參與，進一步宣揚「友善餐廳」的概念，鼓勵企業、大學生及家庭參加「友善餐廳挑戰」，讓公眾親身體驗有需要人士所面對的日常挑戰。在傷健大使的陪伴下，參與者於活動期間試用輪椅、高齡體驗衣或嬰兒手推車，體驗有需要人士在日常外出時遇上的障礙。活動參與者認為這是一次寶貴的經驗，並表示會向朋友及家人宣傳友善餐廳的核心價值。 OurCityLove代表指出：「美心集團與我們攜手宣揚友善用餐環境，為我們的傷健『友善特派員』提供工作機會、評估餐廳的友善設施、並讓來自超過 190家餐廳的數百名前線員工參與培訓，了解如何為視障人士、聽障人士、長者、輪椅使用者及攜帶嬰兒手推車的家庭提供服務。」

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DE CE MB E R 2 019 / JANU ARY 2 02 0 MARK E TING HON G KON G 31

Excellence in Targeted Event

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SILVER Vennic Brand: TamJai SamGor Campaign: Spicy Valentine Agency: MADKIDS

Fonterra Brands (Hong Kong) Brand: Anlene Campaign: Anlene "We Are More" Agencies: Sunny Idea Hong Kong, The PUZZLE Marketing & PR, MediaCom Hong Kong

BRONZE Olympian City Campaign: Journey to the Past Agency: Ohmykids

Excellence in Lifestyle & Entertainment Marketing

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West Kowloon Cultural District Authority Brand: Tea House Theatre Experience at The Xiqu Centre Campaign: Tea House Theatre Experience

SILVER American Eagle Outfitters Brand: American Eagle Campaign: You. In Color. Agency: McCann Worldgroup Hong Kong SILVER TUMI Campaign: The TUMI Loft Agencies: PLUG AGENCY, LORE, AWETHENTIC STUDIOS, FREMENT PR BRONZE Lee Tung Avenue Campaign: The Spirit of Christmas Agencies: MakeItLoud Marketing, C3 Project Management Company

Excellence in Content Marketing

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Hong Kong Disneyland Resort Campaign: Ant-Man and The Wasp: Nano Battle! – Calling Heroes of All Ages Agency: Accenture Interactive, Greater China SILVER Hong Kong Tourism Board Campaign: One Place, Two Perspectives BRONZE Mead Johnson Nutrition Campaign: Mead Johnson Nutrition 50th Anniversary – Innovation Is Timeless Agency: Ogilvy, PR & Influence

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Excellence in Partnership

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Link Asset Management Brand: Link Campaign: “Link’s Fresh Markets · SANRIO CHARACTERS” campaign

SILVER Fonterra Brands (Hong Kong) Brand: Anlene Campaign: Anlene “We Are More” Agencies Sunny Idea Hong Kong, The PUZZLE Marketing & PR, MediaCom Hong Kong BRONZE DBS Bank (Hong Kong) Brand: DBS BusinessClass Campaign: DBS BusinessClass Electronics Disrupt

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Excellence in Integrated Marketing

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AIA International Brand: AIA Hong Kong Campaign: Tax Incentive Programme Agency: Uth Creative Group

SILVER Hong Kong Tourism Board Campaign: Reframing Hong Kong Agency: Mindshare Hong Kong BRONZE PCCW Media Group Brand: Now TV Campaign: Happy Academy Agency: Havas Hong Kong

Excellence in Branded Content

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L'Oréal Hong Kong Brand: LA ROCHEPOSAY LABORATOIRE DERMATOLOGIQUE Campaign: A Life Changer Agency: McCann Worldgroup Hong Kong

Excellence in Insurance Marketing

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Zurich Insurance (Hong Kong) Campaign: HomeChoice Insurance Agency: MEology

SILVER AIA International Brand: AIA Hong Kong Campaign: “AIA Vitality Commissioner of Health” Integrated Advertising Campaign Agency: Uth Creative Group BRONZE FWD Hong Kong Campaign: Retire Your Way Agencies: Tribal Worldwide, a branch of DDB Group, GroupM

Excellence in Experiential Marketing

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Lee Tung Avenue and Citywalk Campaign: GAIA, The Earth Exhibition Agencies: Impact Communications, MakeItLoud Marketing

SILVER Hong Kong Tourism Board Campaign: “Sham Shui Po – Treasures of the Heart Agencies: Grey Advertising Hong Kong, Mindshare Hong Kong

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

BRONZE Entertainment One Brand: Peppa Pig Campaign: Peppa Pig Celebrates Chinese New Year Agency: Entertainment One

BRONZE AIA International Brand: AIA Hong Kong Campaign: AIA 100 · Water Curtain Agencies: T Creative, As One Interactive

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DE CE MB E R 2 019 / JANU ARY 2 02 0 MARK E TING HON G KON G 33

Excellence in Retail Marketing

Excellence in Digital Marketing

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Swire Properties Brand: Cityplaza Campaign: Cityplaza x LEGO®: Build Happiness Together

Ocean Park Corporation Brand: Ocean Park Campaign: Halloween Fest 2018 – Horrors lurk in every corner Agencies: dentsu X, Metta Communications

SILVER The Dairy Farm Company Brand: Mannings Campaign: Personalization at Scale Agency: Fimmick

SILVER Hong Kong Disneyland Resort Campaign: Ant-Man and The Wasp: Nano Battle! – Calling Heroes of All Ages Agency: Accenture Interactive, Greater China

BRONZE SOGO Hong Kong Campaign: SOGO Thankful Weeks May 2019 Agency: KREW

BRONZE FrieslandCampina Brand: Friso Campaign: Chatbot and Community Management Development Agency: PRIZM

Excellence in Social Media

Excellence in CX/UX

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American Eagle Outfitters Brand: American Eagle Campaign: You. In Color. Agency: McCann Worldgroup Hong Kong

Inchcape Hong Kong Brand: LEXUS Campaign: Find Your Unbeaten Path Agency: TBWA\ Hong Kong

SILVER West Kowloon Cultural District Authority Brand: Freespace, West Kowloon Cultural District Campaign: #BeBoldFreespace

SILVER AIA International Brand: AIA Hong Kong Campaign: Super Connect

BRONZE L'Oréal Hong Kong Brand: LA ROCHE-POSAY LABORATOIRE DERMATOLOGIQUE Campaign: A Life Changer Agency: McCann Worldgroup Hong Kong

BRONZE Fidelity International Brand: FIL Investment Management (Hong Kong) Campaign: Fidelity MPF Smart Onboarding Agency: Zlashy

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Excellence in Use of Technology

Excellence in Online Video

GOLD

Alipay Payment Services (HK) Brand: AlipayHK Campaign: AlipayHK NEXT Store Agency: Guru Online SILVER DBS Bank (Hong Kong) Brand: DBS BusinessClass Campaign: DBS BusinessClass Electronics Disrupt BRONZE Samsung Electronics HK Brand: Samsung Campaign: Galaxy Studio Agency: Cheil Hong Kong

Excellence in Advertising

Ocean Park Corporation Brand: Ocean Park Campaign: Halloween 2018 Agencies: Metta Communications, dentsu X

SILVER OPTICAL 88 Campaign: 30th Anniversary Campaign Agency: Uth Creative Group SILVER Trip.com Campaign: “The Easy Way To Go” Agencies: Digitas Hong Kong, GrowthRing & Co. BRONZE HK Express Campaign: Your Move

Excellence in Data-Driven Marketing

GOLD

Cathay Pacific Airways Campaign: Cathay Pacific – Move Beyond Agency: Publicis Groupe Hong Kong

SILVER The Dairy Farm Group Brand: 7-Eleven Hong Kong and Macau Campaign: 7-SIGNATURE Chicken Delights – Heartfelt, Simple and Tasty Agency: Serif Communications & Design BRONZE Hong Kong Disneyland Resort Campaign: The tiniest yet mightiest print ad ever Agency: Mindshare Hong Kong

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Inchcape Hong Kong Brand: LEXUS Campaign: Find Your Unbeaten Path Agency: TBWA\ Hong Kong

SILVER AIA International Brand: AIA Hong Kong Campaign: Super Connect SILVER HKT Brand: csl Campaign: Samsung Galaxy S10 Launch Agency: CruiSo Digital Solutions BRONZE Estée Lauder Group Brand: Bobbi Brown Campaign: Automatically Glow Agency: Kontec

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Excellence in Programmatic Marketing

GOLD

AIA International Brand: AIA Hong Kong Campaign: AIA HK Voluntary Health Insurance Scheme Campaign Agencies: Xaxis Hong Kong, MediaCom Hong Kong

Excellence in Public Relations

GOLD

Lee Tung Avenue and Citywalk Campaign: GAIA, The Earth Exhibition Agencies: Impact Communications, MakeItLoud Marketing

SILVER Netvigator Campaign: Netvigator Online Branding & Acquisition Campaign Agency: FABCOM

SILVER Oatly Campaign: The New Word Agencies: Edelman Hong Kong, Sunny Idea Hong Kong

BRONZE Hang Seng Bank Campaign: Hang Seng Travelsure Campaign Agency: Wavemaker Hong Kong

BRONZE TUMI Campaign: The TUMI Loft Agencies: PLUG AGENCY, LORE, AWETHENTIC STUDIOS, FREMENT PR

Excellence in Mobile Marketing

Excellence in Creative Design

GOLD

Hong Kong Disneyland Resort Campaign: Ant-Man and The Wasp: Nano Battle! – Calling Heroes of All Ages Agency: Accenture Interactive, Greater China

GOLD

Olympian City Campaign: Journey to the Past Agency: Ohmykids

SILVER Hysan Marketing Services Brand: Lee Gardens Campaign: Love is All Around at Lee Gardens Agency: Mindshare Hong Kong

SILVER Kimberly-Clark Hong Kong Brand: Andrex Campaign: The Poovolution Agencies: Havas Hong Kong, Wavemaker Hong Kong

BRONZE L'Oréal Hong Kong Brand: YSL BEAUTÉ Campaign: I LOVE YSL POP-UP STORE Agency: Pontac Digital

BRONZE Sun Life Hong Kong Campaign: Motion Graffiti Agency: CMRS Digital Solutions

BRONZE LEGO Campaign: LEGO®LIFE: Kids-safe Social Networking Platform Agency: Initiative Hong Kong

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Excellence in Health & Beauty Marketing

Excellence in Exclusive Event

GOLD

Unilever Brand: Dove Campaign: Appreciate don’t Adjudicate Agency: PHD Hong Kong

SILVER AstraZeneca Hong Kong Brand: IMFINZI Campaign: Reignite Hope Agency: Strategic Public Relations Group SILVER Hong Kong Cancer Fund Campaign: Polyps Agency: Bones Communications BRONZE Guerlain Hong Kong Brand: Guerlain Campaign: Bee Garden Agencies: Spring Public Relations, SEKGAMDONG, Pen & Paper

Swire Properties Brand: Taikoo Place Campaign: PROJECT AFTER 6: The Pitch Agency: Medium Rare

SILVER Allianz Global Investors Campaign: AllianzGI AI Hackathon Agency: Fingertips BRONZE Swire Properties Brand: ArtisTree Campaign: Beyond Fashion Agency: ANON

Excellence in Event Marketing

GOLD

Hang Lung Properties Brand: Fashion Walk Campaign: Halloween Styloween Hong Kong Zombie Walk Agency: OUTSIGN.lab

Excellence in Loyalty Marketing

GOLD

The Dairy Farm Company Brand: Mannings Campaign: Mann Card Program Transformation Agency: TBWA\ Hong Kong SILVER FWD Hong Kong Campaign: FWD MAX BRONZE Olympian City Brand: OC STEM Lab Campaign: OC STEM Lab BRONZE SOGO Hong Kong Campaign: SOGO Thankful Weeks May 2019 Agency: KREW

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GOLD

Samsung Electronics HK Brand: Samsung Campaign: Samsung Cafe Agency: Cheil Hong Kong

SILVER AIA International Brand: AIA Hong Kong Campaign: Healthfest by AIA Agency: What If Hong Kong BRONZE Fonterra Brands (Hong Kong) Brand: Anlene Campaign: Anlene “We Are More” Agencies: Sunny Idea Hong Kong, The PUZZLE Marketing & PR, MediaCom Hong Kong

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Marketer of the Year 年度最佳市場推廣機構

AIA INTERNATIONAL

At the Marketing Excellence Awards 2019, AIA International took home 14 awards and the coveted title of “Marketer of the Year”. The insurance company submitted seven campaigns to this year’s contest. Its “Tax Incentive Programme” campaign clinched three golds in Excellence in Financial Marketing, Excellence in Integrated Marketing, and Excellence in Launch/Rebranding. In April, the Hong Kong government launched the Voluntary Health Insurance Scheme (VHIS). The policy initiative regulates indemnity hospital insurance plans offered to individuals, with voluntary participation by insurance companies and consumers. To build awareness and boost sales, AIA International rolled out related information across online and offline channels, such as videos on TV and social media, and OOH ads on the exterior of buses. AIA international also invited celebrities such as Carol Cheng and hip hop group FAMA to engage customers from different age groups. The videos amassed more than 10 million views and the related coverage gained about HK$5 million in media value. Also, as of April 2019, the traffic to the AIA shop site increased by 134%. AIA International’s “Super Connect” campaign also won the insurer trophies, with three silvers in Excellence in CX/UX, Excellence in Customer Engagement, and Excellence in Data-Driven Marketing. The

campaign showcased how to use data to improve customer journeys. Backed by data analytics, Super Connect empowered AIA financial planners to enhance the customer experience by knowing their needs and characteristics to offer more personalised services. AIA utilised knowledge from previous interactions with the insurance company. It analysed customers’ daily lives and made predictions on the propensity of customers. AIA International managed to identify the right advertising content based on segment analysis and match informed customers with the right financial planner and real-time customer intelligence. According to AIA International’s internal survey, 96% of respondents said they agreed AIA had provided practical information related to their life stages. Additionally, 74% of participating financial planners agreed there was an uplift in average productivity. There were yet more wins for AIA in other categories. Its “FUEL – The heartwinning customer engagement strategy powered by data analytics” campaign won gold in Excellence in Customer Engagement. The “AIA 100 • Water Curtain” campaign won bronze in Excellence in Experiential Marketing. “Healthfest by AIA” won gold in Excellence in Mass Event. Finally, the “AIA Vitality Commissioner of Health Integrated Advertising” campaign won a silver and a bronze in Excellence in Insurance Marketing, and Excellence in Financial Marketing respectively.

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友邦保險（國際）在「市場推廣卓越大獎2019 橫掃14個獎項，並勇奪「年度最佳市場推廣機構」大獎殊榮。該保險公司今年提交了七個參賽作品，其「友扣稅」市場宣傳活動在金融營銷卓越大獎、綜合營銷卓越大獎及上市／重新上市宣傳卓越大獎三個組別榮獲金獎。香港政府於 4月推出自願醫保計劃（VHIS），該政策旨在規範保險公司的個人償款住院保險產品，而保險公司和消費者的參與均屬自願性。為提高產品知名度及刺激銷售，友邦保險通過各種網上及離線渠道宣傳相關訊息，例如電視及社交媒體宣傳片，以及巴士車身廣告。友邦保險亦邀請鄭裕玲及嘻哈組合農夫等名人擔任廣告主角，以吸引不同年齡層的顧客。這些宣傳片累積過千萬的觀看次數，並獲得約值 500萬港元媒體價值的相關報導。自2019年4月起，AIA Shop網站的瀏覽量增加了134%。友邦保險的「Super Connect」智能營銷平台市場宣傳活動亦為其贏得獎項，分別在客戶／用戶體驗卓越大獎、客戶參與卓越大獎及數據營銷卓越大獎三個組別獲得銀獎。該推廣活動展示如何善用數據提升客戶旅程。在數據分析支持下，Super Connect 智能營銷平台協助友邦保險的財務策劃顧問了解客戶的需求及特徵，從而為客戶提供更個人化的服務，以提升客戶體驗。友邦保險運用客戶以往與保險公司互動的數據來分析客戶的日常生活，並對客戶的產品選擇傾向作出預測。友邦保險根據細分分析確定正確的廣告內容，並將獲得相關資訊的客戶與合適的財務策劃顧問及實時客戶情報進行匹配。據友邦保險的內部調查顯示，96%的受訪者同意友邦保險提供與其人生階段相關的實用資訊，此外，74%的受訪財務策劃顧問同意平均工作效率有所提高。友邦保險亦在其他組別獲得多個獎項。其以數據分析主導的受歡迎客戶聯繫策略「FUEL」贏得客戶參與卓越大獎組別的金獎。「AIA 100‧心意泉」巨型水幕贏得體驗營銷卓越大獎組別的銅獎，「健康‧摩天輪 Healthfest by AIA」活動贏得大眾活動卓越大獎組別的金獎。最後，「AIA Vitality健康局長」市場宣傳活動分別在保險營銷卓越大獎及金融營銷卓越大獎組別贏得一銀一銅。

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觀點

OPINION

Mikey Batt Creative director TBWA\Hong Kong

AD WATCH 廣告點評

HOT: JOHN LEWIS & PARTNERS AND WAITROSE & PARTNERS – ‘EXCITABLE EDGAR’

NOT: WALKERS CRISPS – ‘ALL MARIAH CAREY WANTS THIS CHRISTMAS’

While I don’t think it quite reaches the heights of its previous Christmas blockbusters, this year’s John Lewis holiday treat still manages to rise above its festive counterparts through beautiful storytelling and immaculate craft. In a joint effort with sister company, Waitrose, John Lewis gives a new twist to its tried and tested “thoughtful gifting” proposition with the story of Edgar – an excitable dragon – who, despite his best intentions, manages to repeatedly disrupt his town’s festivities through his own over-eagerness. Just as everyone seems to be turning against poor Edgar, his buddy Ava lifts the mood with a thoughtful gift that helps the town warm to his fiery ticks. It’s a story that celebrates acceptance and overcoming our differences. A timely message delivered at a divisive time for many people in the UK. It may not set the world alight like previous efforts, but I’m sure #ExcitableEdgar will still prove to be another huge hit for John Lewis.

It doesn’t get much more Christmassy than Mariah Carey belting out Christmas anthems at full pitch in the middle of an immaculate winter wonderland. It suddenly gets a lot less Christmassy when we find her fighting over a packet of crisps with one of her subordinates. For the £9 million it reportedly cost to secure Carey’s services, I’m not sure the gag holding this spot together is fresh enough, nor executed with enough daring, to warrant such a hefty investment. I’m also not sure whether this piece of fiction deviates far from what a regular day in the life of Mariah Carey would look like. But the biggest issue? Check out the pathetic nibble at the end. I’ve never seen someone so repulsed by a crisp. How can you possibly convince people to eat your product if your spokesperson can’t even swallow one for £9 million? All in all, as with the majority of this year’s Christmas ads, I’m not that mad at it, just disappointed.

讚: John Lewis & Partners 及 Waitrose &

彈: Walkers薯片「All Mariah Carey wants this

雖然我認為這個聖誕廣告不及其前作，但今年的John Lewis節日廣告仍然透過美麗的故事情節及完美無瑕的製作手法超越其他對手。 John Lewis與姊妹公司Waitrose合力，透過小龍Edgar的故事為其經過驗證的「悉心準備的禮物」主張帶來新變化。故事中的小龍Edgar因為過於興奮，一而再破壞了其小鎮的聖誕活動。正當鎮上的所有人都似乎對可憐的 Edgar避之則吉時，他的好友Ava為他送上一份悉心準備的禮物，讓他可以用其噴火絕技為小鎮增添節日溫暖，重拾歡樂氣氛。這個故事旨在宣揚接納及克服彼此的差異，向正處於分裂時刻的許多英國人傳遞及時的訊息。這個廣告未必如前作般燃亮世界，但我敢肯定#ExcitableEdgar仍然會為John Lewis帶來又一巨大成功。

沒甚麼比瑪麗•嘉兒在一個完美無瑕的冬季仙境中，以完美歌聲高唱聖誕歌更有聖誕氣氛了。但當鏡頭轉到她與一位工作人員爭奪一包薯片時，聖誕氣氛突然驟減。據報指廣告耗資900萬英鎊邀請瑪麗•嘉兒出演，我不確定這個廣告噱頭有多創新大膽以致需要花費如此巨額的投資，也不確定這個虛構情節與瑪麗•嘉兒的日常生活到底有多少偏離。但最大的問題是甚麼？看看最後咬一小口薯片的可悲畫面。我從未見過有人如此抗拒一片薯片。如果連代言人都不願意為900萬英鎊酬勞吞下一片薯片，又如何說服觀眾吃品牌的產品呢？總而言之，與今年的大多數聖誕廣告一樣，我對此並不感到生氣，只是感到失望而已。

Partners –「Excitable Edgar」

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Christmas」

DE CE MB E R 2 019 / JANU ARY 2 02 0 MARK E TING HONG KON G 39

觀點

OPINION

ASK JACK Hard-boiled advice for the modern marketer Jack So is co-founder and ECD of So Fuk Yu, the mythical Hong Kong agency in the pages of Richard Tong’s critically acclaimed neonnoir novels. Here, he quells concerns, solves problems and addresses the big issues with uncommon sense. Send your questions to AskJack@marketing-interactive.com. Dear Jack: My boss is old. Can his ideas be any good and is he still relevant? Newbie, Shanghai. It’s true, young people are just smarter. Mark Zuckerberg said that. He was really young at the time. That’s why it’s called the arrogance and naivety of youth, not wisdom of the ages. Fact is, 50-year-old tech founders are twice as likely to start a blockbuster company than a 30-year-old. And 30-year-olds have a better chance than 20-year-olds. In the fastestgrowing start-ups, the average age of founders was 45 at launch. So, yes, old people and their experience are not only relevant, they’re vital. Oak trees don’t start producing acorns until they’re 50 years old, you know. Unfortunately, most clients tend to demand campaigns and results earlier than that. Try not to schedule reviews before your boss has taken his afternoon nap and everything will go well.

Dear Jack: What’s the most effective advertising? Unsure, Singapore. The most effective advertising doesn’t sell. It makes people want to buy.

Dear Jack: All the briefs we get seem to be the same. How can we do something different if nothing changes? Artsy, Hong Kong. John Lennon once told me that if I gave him a tuba he would be able to get something out of it. I think his point was that creative people can make something out of anything and, quite often, out of nothing. So I gave him a tuba … and he gave us a Yellow Submarine.

Dear Jack: I think my art director’s idea is a rip-off of another campaign. What should I do? Conflicted, Kuala Lumpur. Don’t confuse creativity with originality. Good artists copy. Great artists steal. Picasso said that and he did all right. Is it the idea or the execution that is similar? Ask him about it and point out the similarities. He may be unaware of the original campaign and rethink the work. On the other hand, he might say “great minds think alike”. Then you should reply with “idiots seldom differ” and start looking for another job.

Dear Jack: My agency is obsessed with awards and goes to great lengths to win them. But, surely, awards are a by-product of doing your job really well, not an individual and separate pursuit? Gold Digger, Hong Kong. All glory is fleeting, but obscurity is forever. Some people need awards to feel validated. Others believe that no one should get an award for doing what they’re paid to do, or what they should do. And then there are those that think awards are the fraudulent currency of a false economy and a morally bankrupt orthodoxy. It took me three gold Pencils, five silver Lions, four Spikes and an Effie to work that out. Interestingly, before the Spanish Civil War, soldiers were given a share of the booty they pillaged from those they conquered. Then their leaders realised they could keep more for themselves if they put their conscripts on minimum wage. To make them feel better about risking all for little reward they gave them medals. You might like to think about that the next time you get a gong or a certificate instead of a pay rise.

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Dear Jack: What will be the next big thing? Day Trader, Bangkok. Apparently, it took 38 years for 50 million people to get a radio and 13 years for 50 million to get a television. Instagram got 50 million users within a year and a half. WeChat, of course, got 400 million active users in its first 12 months. By that logic, the next big thing should already be here or, if not, it will be by Chinese New Year. Keep an eye out for anything that involves edge computing, scalable blockchain and hyper automation. Or, preferably, all three.

Dear Jack: These days, it seems the creative department is expected to assume multiple roles – from core discipline to strategy, media, production and account management. What should be my primary concern? Unsure, Manila. Creative people need to know a little bit about everything, a lot about something, and be capable of anything. You need to be a jack of all trades, so to speak. There are so many things to consider in a campaign these days. Finding a form that accommodates the mess is the primary task of most creative people now. The simpler your idea, the easier it will be to format for purpose. WWW. MARK E TING– IN TE RAC TI VE . C OM