It’s that time of the year when industry players get busy planning for the year ahead. Despite budget cuts and customer behavioural changes in 2024, marketers across the globe seem to be optimistic when it comes to budget allocations for 2025.
This is coupled with a global survey “CMO Navigator: Media Edition 2024” by dentsu, which showed over 80% of APAC CMOs are expecting an increase in budget allocations for 2025. Meanwhile, 40% of global CMOs expect their marketing budgets will increase up to 5% in H2, whereas 31% believe the budgets will increase between 5% and 10% in H2.
Zooming into Hong Kong, we also spoke with local agency leaders and marketing heads to delve into the upcoming trends, and offer a glimpse into the aspirations and goals that will shape the industry in 2025. From groundbreaking campaigns to transformative technologies, we uncover the key ingredients for success in a rapidly evolving marketplace.
To reflect on the challenges and opportunities marketers have faced in the past year, we provide exclusive coverage of the Digital Marketing Asia conference, where industry leaders converged to discuss the latest advancements in AI, the power of first-party data, and cutting-edge technologies that are reshaping the way we connect with consumers. To read more, please turn to page 54.
We were also proud to conclude the year with some of our highly anticipated awards, including the Spark Awards, PR Awards, and Marketing Excellence Awards, where we celebrated industry trailblazers and the creative minds behind the most impactful campaigns of the year.
As we bid farewell to another remarkable year, let this issue serve as a source of inspiration and insight as we look ahead to the promising opportunities and challenges that await us in the dynamic world of marketing. Here’s to a future filled with creativity, innovation, and endless possibilities.
Have a wonderful break. Merry Christmas and a Happy New Year!
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Karen Wong Deputy Editor, North Asia
What’s on?
Loyalty & Engagement Awards
What: Recognises and rewards excellence in consumer-centric marketing activities that have grown and retained customers.
MARKies Awards
What: An annual celebration of creativity, effectiveness, and media execution, it gives agencies in Hong Kong the opportunity to showcase unique and deserving works of brilliance.
OVER 70% OF GEN ZS IDENTIFY TRAVEL AS A MAIN MOTIVATION FOR WORK
Hong Kong’s Gen Zs prioritise travel as a key motivation for work, while also emphasising the importance of autonomy and flexibility in achieving their life goals, a study has found.
Carried out by HSBC, the “HSBC One 2024 – Decoding Gen Z” study was conducted from June to July 2024, and surveyed 1,253 Hong Kong and Greater Bay Area (GBA) residents aged 18 to 34 to gain insights into their investment and lifestyle priorities.
Brian Hui, head of customer propositions and marketing, wealth and personal banking, Hong Kong, HSBC, said: “Lifestyle preferences and financial needs differ across generations. Nearly half of our Gen Z respondents prioritise saving for short-term goals, often linked to enjoying life. However, effective financial planning also requires a focus on long-term aspirations.
“At HSBC One, where Gen Z is a key customer segment, we are committed to enhancing our services to meet these needs. Therefore, in our upcoming service revamp, we have introduced new, tailored lifestyle offers that cater to their desire for instant gratification. At the same time, we are strengthening our deposit offers and stock trading privileges to empower Gen Z to save and invest for a brighter future.”
“Nearly half of our Gen Z respondents prioritise saving for shortterm goals, often linked to enjoying life. However, effective financial planning also requires a focus on long-term aspirations.”
Brian Hui, head of customer propositions and marketing, wealth
and personal banking, Hong Kong, HSBC.
• According to the study, 71% of Gen Z respondents have identified “travel” as their main motivation for work, surpassing home ownership (39%) and starting a family (34%).
• Over the past year, Gen Z respondents travelled an average of three times, spending around HK$35,000, or about 13% of their income.
• Furthermore, 61% of respondents expressed that purchasing property feels “far-fetched” for them, indicating a preference for work that brings personal enjoyment, particularly through travel.
• As digital natives, 59% of Gen Z use tech tools to manage their daily expenses, which likely contributes to their strong saving habits.
• Moreover, the study shows that Gen Z respondents kick off their investment journey at an average age of 20 – eight years earlier than other generations. They are putting away about 19% of their income, mostly in HK$ time deposits (54%), Hong Kong stocks (30%), and US stocks (22%).
• However, only 18% have diversified portfolios with three or more types of investment products.
• Meanwhile, travel ranks as one of the top three goals among GBA Gen Z, with 48% prioritising it. However, home ownership remains their No.1 goal with 61% aspiring to own a home.
Source: HSBC’s “HSBC One 2024 – Decoding Gen Z”.
AD WATCH 廣告點評
Leung Chung Head of creative Sunny Idea HK
HSBC’s “Future Money” personal loan campaign stood out for its relatable and diverse set of influencers. These influencers, representing different age groups and interests, offered insightful perspectives on how personal loans can facilitate financial goals and daily lives.
By creating this authentic narrative of “future money”, the campaign transformed the often-negative message of “borrowing” into a positive and thoughtful exploration of responsible financial planning. Rather than relying on fancy execution, HSBC’s focus on the meaningful discussion of “future money” made this campaign appealing to potential customers with more ponder space.
In contrast, X Wallet’s personal loan campaign, “X Possibilities”, fell short in its attempt to engage younger audiences. The decision to feature a music video with upcoming singer and influencer, Mandy Tam, failed to effectively communicate the value of the personal loan product.
The flashy production and catchy tune distracted from the core messaging, leaving viewers uncertain about how the “X Possibilities” theme related to the financial offering. This artificial approach, which prioritised style over substance, ultimately undermined the brand’s ability to connect with the target audience
Shattering expectations:
How marketers are bracing for disruption, opportunity and growth in 2025
As we near the end of 2024, it’s time to reflect on the past year, and plan for the challenges in the year ahead.
It’s no surprise that the conversations around generative AI will most likely continue in the coming year, with 68% expressing positivity towards gen AI and 59% showing excitement about AI’s integration into ads, according to Kantar’s latest report, Marketing Trends 2025.
On the social front, a Meta report said video content consumption will continue to rise and the creator economy in APAC will keep on growing. Meanwhile, the shift to messaging is one of the most profound shifts observed in APAC.
In light of these predictions, Karen Wong spoke with various marketers and industry experts across the media, creative, social and PR fields to explore the challenges and upcoming trends in 2025.
Ellen Yau,
head of marketing and
innovation, consumer health, North Asia, Bayer Healthcare
Have you recently come across a marketing campaign that perfectly melds storytelling with its promotional goals? Such campaigns are rare treasures that captivate both the essence of the product and the audience’s imagination.
As we near the close of 2024, a pressing concern arises: our city’s marketing scene is increasingly overrun by tactical promotions, discount sales, and aggressive advertising tactics. While these approaches might boost short-term sales, they often miss a critical aspect of marketing – the creation of enduring connections with consumers through engaging, inspiring, and memorable stories.
In the current economic environment, the pressure on marketers to generate immediate sales is immense. The prevailing mindset often seems to be “no immediate returns, no consideration”, with a primary focus on sales conversion rates. This has led to a surge in discount-driven advertisements that prioritise quick wins over cultivating brand loyalty and lasting consumer relationships.
Research from Marketing Week’s 2024 Language of Effectiveness highlights this trend, noting that while a third of marketers underscore the importance of brand advertising, nearly half admit their campaigns are overly focused on immediate results.
Yet, it’s essential to recall the fundamental purpose of marketing: to satisfy and retain customers. Storytelling in marketing does more than push a product, it connects with consumers’ emotions and imaginations, making your brand both memorable and beloved. When consumers genuinely relate to a brand’s narrative, their loyalty and likelihood to repurchase increases –not just once, but consistently.
If promotions are interchangeable and any brand can offer a sale, what truly sets your brand apart in a crowded market? The key is in unique, creative storytelling, that is not easily replicated. This is where marketing transcends its traditional boundaries – by using narratives to elevate a brand from just another choice to an integral part of a consumer’s lifestyle.
Storytelling is not merely a tactic; it is a vital element of building brand identity and engaging consumers, fostering greater brand equity and a more sustainable business model.
Looking ahead to 2025, I am optimistic about a revival of storytelling in our city’s marketing efforts. Brands need to innovate not
only in their products and prices, but in how they communicate. We need stories that not only captivate and charm, but also provoke thought and stir emotions – campaigns that do more than sell, they enchant. Brands that master this will not only achieve their sales objectives, but will also win a lasting place in their consumers’ hearts, ensuring long-term success and sustainability.
Tim Hung, founder and CEO Blossom Lane Communications
2024 was a challenging year, and 2025 looks to remain soft at best. Conversations with brands and peers reveal that the struggle to regain pre-COVID momentum persists. Marketing budgets, often regarded as an expense tied to revenue, are shrinking further – resulting in smaller projects, reduced ambitions, and a relentless pressure to achieve more with less.
Having shifted from client to agency, I’ve been reflecting on how we can tackle these challenges differently.
The best marketing stories often emerge in tough times, when agencies and brands collaborate to transform marketing into a genuine business driver. This isn’t easy, but it calls for a mindset shift at every level of the organisation: rethinking our approach, creating value, and finding fresh ways to overcome obstacles.
As agencies, we need to go beyond the brief. Ask clients, “What’s keeping you up at night? What challenges can we help solve?” Is there data we have access to that can help them make smarter decisions? Can we collect customer insights more efficiently? Enable faster experimentation to uncover new growth paths?
As clients, it’s not just about demanding more efficiency. It’s about partnering with agencies to find effective solutions. Challenge them to share insights from other markets or explore unproven ideas with potential.
In 2025, let’s shift the conversation from “How can we cut another 5%?” to “We’ve found a new way forward”. Together, we can make marketing a true driver of growth, even in difficult times.
Simeon “Sim” Mellalieu, CEO, Burson Hong Kong
Let’s start with the big picture: things will be better for most of our clients and therefore probably for agency land – but we’ll have to work for it. The global relaxation of interest rates, directly or indirectly, will have a
positive impact on all major industry sectors such as automotive, property, consumer tech, financial services and travel.
The energy transition will literally fuel the energy sector while our Asian ageing populations will fuel the healthcare sector. But it won’t be plain sailing. Today, volatility is normal as is the “whack a mole” style firefighting.
In 2025, economic perkiness is going to be coupled with geopolitical risk for Asian brands, impacting their supply chains, marketplaces, and reputations. All of this means more work, but it isn’t necessarily going to juice up client budgets. Why should it? If you can work smarter and more creatively when budgets are tight, why go back to old bad habits when the “good times” return?
What this points to is the inevitable, but necessary reference to AI and other digital tools to accelerate creative outputs while lowering operational costs. Pundits are already calling 2025 crunch time for AI to prove its worth. Proprietary agency AI tools will go mainstream and support better advisory and better creative.
One more thing, workplace culture is going to be critical for all of us. For a long time now, employers wanting to be seen as employeecentric has meant adopting the most relaxed WFH policies. Returning to the office will heat up in 2025. Rules will be tightened and re-normalised. Culture is hard to build in a disassociated hybrid workforce. Now it needs to be nurtured as the compensation and incentive to get folks back to the office.
Simone Tam, CEO, Greater Bay Area, dentsu Hong Kong
As we look towards 2025, the marketing and advertising landscape in Hong Kong is set to experience notable challenges amidst economic uncertainties. However, the need to survive, excel, and grow remains paramount.
Several key trends are emerging, each presenting unique challenges and opportunities for brands and agencies alike.
The integration of AI in marketing is no longer a futuristic concept, but a present reality. According to a report by PwC, AI could contribute up to US$15.7 trillion to the global economy by 2030, with significant impacts on marketing and advertising.
AI-driven strategies are revolutionising how we understand consumer behaviour and deliver personalised experiences. Media and customer experience management agencies are already leveraging AI in their day-to-day operations
to enhance efficiency and drive targeted campaigns. However, creative agencies need to approach AI with caution.
While AI can be a powerful tool for efficiency and inspiration, its use in creative output must be carefully managed due to legal considerations. Ensuring that AI complements rather than replaces human creativity is crucial to maintaining originality and compliance.
Leveraging passion points such as anime, IP, gaming, sports, and cross-brand partnerships can be particularly effective solutions. These strategies allow brands to create unique and compelling narratives that resonate deeply with consumers, transforming target audiences into engaged communities.
Understanding the unique demographic make-up of Hong Kong is essential for creating highly relevant and effective campaigns. Tailoring marketing strategies to specific groups, such as affluent female consumers or Mainland expatriates who have become new Hong kongers, can significantly increase ROI.
As we navigate towards 2025, the marketing and advertising industry in Hong Kong must adapt to emerging trends such as AI integration, creative partnerships, and value-driven consumer demands. By truly understanding the unique needs of local demographics, brands can create compelling and effective campaigns that ensure sustained growth and relevance in a dynamic market.
Hong Kong remains one of the greatest places to live and do business. I have great faith in our ability to weather the storm and remain hopeful that the marketing and advertising industry in Hong Kong can navigate the complexities of 2025, and beyond, ensuring sustained growth and relevance.
Gloria Shiu, head of marketing, 7-Eleven Hong Kong and Macau
The retail landscape continues to face significant challenges, alongside evolving customer expectations, which are top-of-mind for marketers. Customers are increasingly concerned about rising costs for everyday items, while the local retail sector is experiencing a competitive pricing environment.
In light of these factors, several key trends are set to shape our strategies moving forward. As customers prioritise value, it’s essential for retailers to strike a balance between introducing exciting new products and maintaining competitive pricing.
In China, Hong Kong, and Singapore, nearly 40% of customers actively seek out healthy
ingredients in their food. We anticipate the focus on health will intensify, prompting innovations in product offerings, particularly in the realm of ready-to-eat products.
Our emphasis on ready-to-eat choices such as high-protein products aligns with evolving customer preferences and caters to active lifestyles. Health-conscious customers are increasingly seeking products made with nutritious ingredients, and we aim to meet this demand.
Furthermore, the role of online shopping continues to expand, with customers leveraging digital platforms for price comparisons and convenience. This trend underscores the importance of enhancing our digital channels, including our new 7-Eleven app. This app will not only facilitate seamless online shopping experiences, but will also serve as a platform for personalised customer engagement.
As we embrace these changes, we also recognise the growing significance of loyalty programmes such as yuu, which empower customers to engage more meaningfully with our brand.
In conclusion, it is crucial for us as marketers to collaborate in addressing these challenges and leveraging emerging opportunities. By focusing on customer trust, health-conscious offerings, and innovative digital solutions, we can navigate the complexities of the retail environment and emerge stronger in 2025.
Eva Kwok, director of marketing and communications, Grand Hyatt Hong Kong
This year, the volatile nature of both local and global economies has posed significant challenges in crafting a resilient marketing strategy. The conventional reliance on past experiences for predicting business outcomes has proven unreliable, emphasising the need for a highly adaptable marketing approach.
The shrinking booking window of travellers, and the trend of select corporate groups opting for budget-friendly Asian destinations have impacted our hotel occupancy forecasts. Simultaneously, the growing preference among locals for travel to the Greater Bay Area or other Asian countries during weekends and public holidays may contribute to an unpredictable business pattern in our F&B operations.
Looking ahead to 2025, numerous transformative trends are poised to shape the marketing landscape. Personalisation will remain a central focus, bolstered by advancements in AI and machine learning. These technologies
will not only allow us to enhance personalised experiences throughout the booking journey, and during the stay with a distinctive brand voice, but also enable us to curate content that deeply resonates with our guests through datadriven analysis.
Augustin Chan, director, GOAT, GroupM Hong Kong
The economic winds of change are blowing, and 2025 promises to be another challenging year for all of us. But amidst the uncertainty, marketers and agencies can not only survive, but thrive by adapting their strategies and embracing new opportunities. Forget weathering the storm – we need to adapt and know how to sail.
In a tighter economy, consumers become laser-focused on value. Discounts are a start, but true value goes deeper. Highlight the long-term benefits of your products or services: durability, cost-effectiveness, and problem-solving capabilities. Think of subscription models, bundled offers, and loyalty programmes that provide ongoing rewards and value.
The Greater Bay Area (GBA) is a golden opportunity in a challenging climate. The GBA presents a beacon of opportunity. This dynamic region, with its diverse consumer base, offers significant growth potential. But a one-size-fitsall approach won’t work.
To succeed in the GBA, invest in understanding its unique nuances. Tailor your strategies to specific demographics and cultural preferences. Master Chinese platforms such as Xiaohongshu, Douyin, and WeChat. Collaborate with GBA-based influencers who resonate with local audiences. And, the practicalities: streamline cross-border logistics and eCommerce for a seamless customer experience. Localisation is key – ensure your messaging speaks directly to the GBA consumer in their language. We can’t assume that what works in Hong Kong will automatically resonate across the border.
The year ahead may be challenging, but it also presents a unique opportunity for Hong Kong marketers to refine their strategies, embrace data-driven decision-making, and unlock the potential of the GBA.
Ricky Lam, CEO, Havas Creative Hong Kong
We have seen an “uneven recovery” among industry sectors in 2024. Business growth is slower than expected for many brands, particularly retail clients,
who are clearly impacted by the transformation of consumption patterns among locals and inbound visitors.
Brands’ marketing budgets remain tight overall, though we see an increase in the quantity and frequency of marketing activities. Facing revenue and margin pressures, agencies are dedicating more time and effort to pitching. The challenge lies in identifying the right (and transparent) opportunities and keeping our best talent engaged to improve new business conversion.
As we move into 2025, business growth is certainly top-of-mind for both agencies and brands, but growth may still be slow (particularly for some sectors) due to increased complexities and uncertainty, driven by multiple factors.
Agencies need to create more meaningful and strategic business-level partnerships that help clients navigate this complexity and to accelerate growth. Meanwhile, to drive this growth, agencies can’t lose sight of talent. Workplace culture is key to attracting and retaining top talent. Agencies need to foster a healthy and engaging work environment that embraces positivity, collaboration, innovation, and client satisfaction.
Cheuk Shum, managing director, head of marketing, wealth and personal banking, HSBC Hong Kong
As we look ahead to 2025, the economic outlook, local retail sentiment, and changing consumption patterns will continue to be pivotal forces influencing brand and agency decisions in Hong Kong.
To navigate this landscape, advertisers, agencies, and publishers must collaborate more closely to drive growth and unlock new market opportunities by creating new value propositions, and simultaneously, seeking efficiency.
As a passionate “foodie”, I’ve recently seen that many restaurants are creating buzz through “four hands experiences”, where chefs from different backgrounds and disciplines are literally “joining hands” to deliver unique culinary adventures. Brands and agencies can take inspiration from this concept to captivate customers and stimulate demand. As a marketer myself – I am calling on you all to join hands with me – if you have a groundbreaking idea and wish to collaborate with HSBC, reach out to me on LinkedIn!
automation to enhance speed-to-market and reduce costs. Let’s bring on 2025!
Rudi Leung, director and founder, Hungry Digital
The economic shifts reshaping Hong Kong in 2024 have affected every market sector, from retail and property to advertising. In challenging times, marketers tend to be more cautious with their budgets, often concentrating on the lower funnel of sales and, as a result, shifting their focus to purely transactional marketing.
During this period, generic celebrity endorsements have continued to dominate top-funnel advertising. This approach limits creativity and undermines the brand-building efforts that once made Hong Kong a creative hub in Asia. Our city’s identity has always been rooted in grit and cultural depth. However, as we prioritise algorithms over creativity, we risk losing that authentic “Hong Kong style” – a unique essence that no AI can replicate.
As we look ahead to 2025, I look forward to collaborating with clients who strive to create something beyond mere campaigns – who want to build brands that resonate and truly matter to our society. In a time when many are feeling economic uncertainty, I hope that our works can bring a bit of optimism to Hong Kong, producing work that drives results and connects with people on a deeper level, uplifting spirits and strengthening the bond between brands and their audiences.
Joanne Tong, managing director, IPG Mediabrands Hong Kong
The biggest worry that Hong Kong marketers faced in 2024 was global uncertainty. Hong Kong, as a major financial hub, our economy is highly sensitive to global
Changing consumer behaviours
Uncertainty makes consumers more cautious in their spending. In 2025, Hong Kong consumers may prioritise essential goods over luxury items, which can lead to declines in sectors such as retail and hospitality. Brands may need to pivot strategies to emphasise value and necessity in their marketing campaigns.
15 months of continuous growth after the Coronavirus pandemic, falling by 10.1% as changing consumer patterns, including the trend of residents heading across the border for shopping and entertainment, continued to hit business.
Growth in sustainability
At the same time, as global discussions around climate change intensify, Hong Kong businesses face pressure to adopt sustainable practices. Companies that prioritise sustainability in their operations and marketing may find it easier to attract environmentally conscious consumers, which is becoming increasingly important in the region.
In response to these impacts, as industry leaders, we must help clients to craft a stronger brand story and leverage on local insights.
• Craft messaging that focuses on the brand’s adaptability and commitment to supporting consumers during uncertain times.
• Utilise data analytics to understand changing consumer preferences and tailor offerings that resonate with local needs.
• Foster partnerships with other local businesses to create bundled offerings or joint promotions that can attract consumers amidst economic caution.
As for trends anticipated in 2025, we can expect: AI-driven marketing: More brands will leverage AI for predictive analytics to tailor marketing strategies, enhancing the customer experience.
Omni-channel experiences: Consumers will expect seamless transitions between online and offline experiences, prompting brands to integrate their marketing channels more effectively.
Authenticity and transparency: Brands that communicate openly about their practices, especially regarding sustainability and ethical sourcing, will likely resonate more with consumers.
Community engagement: Brands will focus on building communities around shared values rather than just transactional relationships, cultivating loyalty and brand advocates.
By addressing these concerns and trends collaboratively, the marketing industry in Hong Kong can navigate challenges while driving innovation and growth.
Ken Cheung, digital director, KREW
Cost efficiency remains a critical focus as advertisers aim to optimise their bottom line. The industry must embrace AI and marketing
Floundering retail landscape
Hong Kong’s retail sales declined for a sixth straight month year on year in August, following
As we near the end of 2024, several key concerns and trends are emerging that could shape the industry’s future.
First, the proliferation of AI in creative processes
is narrowing the differentiation in visual arts among agencies and brands. As the cost of producing multiple creatives decreases, brands may struggle to stand out in a crowded marketplace. This calls for innovative strategies that go beyond visual appeal, focusing on unique storytelling and authentic engagement to capture consumer attention.
Second, the rise of scams and fraud in digital advertising remains a significant issue. Major platforms such as Meta need to enhance their efforts to combat fake accounts and pages, as their current responses are often slow and cumbersome. This inefficiency undermines consumer confidence in online advertising. A more proactive approach to account verification would help restore trust in digital marketing.
Finally, we must adapt to changing consumption trends post-pandemic. With many locals spending weekends in Mainland China, it’s crucial for the government to collaborate with the advertising industry to develop effective strategies to attract Mainland travellers back to Hong Kong.
By addressing these challenges and embracing new opportunities, we can ensure a vibrant future for the marketing industry.
Chris Kyme, co-founder and creative director, Kymechow
While everyone is focused on the increasing role of AI in relation to what we create and how we create it, or on short-form videos and personalisation, and no doubt these are all pertinent and exciting topics for the future, in other markets we are seeing a renaissance of sorts in the creative use of outdoor.
Beautiful big billboards with witty headlines and intriguing visuals are jostling for attention in public spaces, some not so big but equally as brilliant.
What’s more, they convert into social media currency by netizens eager to salute their cleverness (everyone loves a good ad). Be creative and you enjoy the online amplification affect.
Meanwhile in Hong Kong, despite Hong Kong Baptist University sharing its annual study on the use of outdoor in Hong Kong, projectled by professor Kara Chan, and revealing solid data on what isn’t working and why, the majority of outdoor ads continue to be a pot pourri of me-too celebrity adorned blandvertising efforts. Or colourful explosions of happy faces and crazy typography designed to bludgeon the general public over the head with dumbeddown exciting messages.
So when will advertisers, especially those without the big budgets to splash on famous faces, wake up to the power of creativity and start to respect the intelligence of their target audience?
We know the talent is here, and there are some bright spots, such as the recent Uber Taxi ‘Skip’ posters (simple, bold and well artdirected), and brands such as HSBC, IKEA and McDonalds lifting the bar a bit, but (and this is no different in many other markets I might add), it’s time advertisers recognised the power of outdoor and strived to make better use of it. It’s not going away. Maybe in 2025 we can start to see that happen, it’s certainly a big opportunity.
Tina Chao, chief marketing and digital customer experience officer, McDonald’s Hong Kong
In recent years, significant changes in the world, including in Hong Kong, have prompted many to reassess what truly matters in life. As we navigate a world of excess, the focus is shifting from material possessions to personal fulfillment and happiness. People are prioritising experiences over things, seeking authentic moments – whether through memorable trips, satisfying meals, or fitness journeys – that enhance their well-being.
The idea of “affordable happiness” emphasises that joy doesn’t have to come from expensive pursuits; simple pleasures, such as sharing a meal with friends or enjoying nature, can bring immense satisfaction. Brands must recognise this shift and strive to offer accessible experiences that resonate with consumers.
To stand out, companies should focus on innovation, personalisation, and community. Tailoring offerings to individual preferences and introducing unique elements can create memorable interactions that foster emotional connections.
Looking towards 2025, the pursuit of happiness through experiences is likely to thrive. Brands that adapt by emphasising affordability, uniqueness, and emotional resonance will find success in this evolving landscape.
Derek
Yip, chief operating officer, OMG HK
While the retail landscape is facing challenging conditions, there are opportunities to leverage media investments, particularly through retail media networks and eCommerce platforms. Brands should focus on creating engaging campaigns that resonate
with consumers, especially Gen Z and families. Adopting new approaches and emphasising the customer experience can enhance visibility, improve image, and strengthen audience connections for brands.”
Florence Wong, CEO, OMD HK
Hong Kong media ad spend experienced a slight growth in Q3, but it could not sustain the momentum in September and October due to retail weaknesses and the short outbound travel to Southern China every weekend.
The Hong Kong government reported a decline in retail sales at 6.9% in September, compared to the same period last year. Large enterprises’ forecast for the retail business was at the lowest point of 16% compared with other categories. If the trends continue in Q4, the retail industry in Hong Kong will technically go into recession. This situation serves as a warning for most CPG and FMCG brands or manufacturers.
Despite the current challenges in private domestic consumption, brands have an opportunity to focus on media investment. Prioritising retail media networks and eCommerce platforms can generate positive sales.
Some upcoming retail media networks, such as Dairy Farm retail media and AS Watson Optimo retail media, have started communicating with media agencies and brands. These networks are unique in that their advertisement is based on purchase conversion as the ultimate goal. Their first-party-owned purchase behaviour data is valuable in exchanging media investment with brands and media agencies.
Anthony Tsang, head of marketing and digital (Greater China region), Oriental Watch Company
2024 is another challenging year for our retail environment. Unexpected events and consumers’ lifestyle changes continue to affect the whole industry;consumers keep re-evaluating their priorities and cutting back on non-essential items, especially luxury goods. However, we can see opportunities in crisis, and we can seize the opportunity from the important trends in 2025.
Marketers always keep monitoring the potential of generative AI, I believe we will start to see more organisations move beyond the hype and start integrating generative AI into their business strategy in 2025 – such as transforming
existing business models on online advertising, retail operating, media streaming, etc. Apart from existing products and services with a chatbot implementation, marketers can also consider generative tools and applications which will enable more new possibilities.
In addition, a great customer experience is a must. In 2025, the customer experience will progressively be seen as the main differentiator between retail competition. In Hong Kong, as consumers become more discerning, we need to provide friction-free, hyper-personalised, and memorable experiences to customers.
Consumers purchase luxury goods and services and expect tailor-made and excellent quality. AI and data analytics help us gather deeper insights into customer preferences and behaviour, enabling ultra personalisation through customer interactions and real-time data. As an omni-channel strategy becomes more sophisticated we can smooth over the transition between online and offline with a unified brand experience.
Lara Jefferies, founder and managing director, PLUG
Those of us hoping for smoother sailing in 2024 didn’t quite get what we had wished for. The economic situation remained turbulent, making longterm planning for PR agencies (and our clients) challenging. This year, it was important to remain agile and flexible to best support our clients as they dealt with multiple last-minute changes to plans, timelines and budgets.
In some instances, we saw spurts of investment in major-scale projects and, on the flip side, strategies that required a smaller, always-on approach. As an agency that spans a range of industries, from beauty to technology, we experienced a wide variety of challenges that many clients faced.
Internally, as an agency, we invested in growing and strengthening our team despite the economic outlook. Our focus, as it has always been, is people before profit. When things got challenging (and they did!), we wanted to ensure that we had a robust team to support our clients, but critically, we wanted the team to feel supported with adequate manpower, resources, and rest.
This investment has paid off, and we’re ending the year in a strong position with a workforce that has worked hard, but is in good spirits. Next year, we will continue our steady growth trajectory and long-term talent density approach with a laser focus on our culture.
Looking ahead to 2025, we can expect to see many of the trends and changes that emerged this year continue to evolve. With a growing number of Mainland Chinese visiting, living and working in the city, HK-based clients want strategies in place to appeal specifically to these customers, as well as the local clientele. This will only continue and agencies need to evolve with this shift.
Lawrence Yang, CEO, Publicis Media Hong Kong
In 2024, the acceleration of AI integration has been both disruptive and enabling – while it has enhanced operational efficiency, it has also created uncertainty around job roles and skill requirements. Our focus must shift from viewing AI as just a tool for automation to leveraging it as a catalyst for creative advancement and strategic thinking.
In 2025, we expect to see more brands harnessing the power of AI to deliver tailored experiences, from personalised product recommendations to dynamic creative content inspired by real-time customer preferences. For brands and agencies that are quick to embrace and master the art of AI personalisation, 2025 will be a transformative year.
We are seeing more exchanges between Hong Kong and Mainland China markets. This development goes beyond mere expansion; it is transforming our approach to campaigns.
We are observing that Mainland Chinese consumers are becoming more discerning in their brand interactions, increasingly influenced by Hong Kong’s reputation for quality and authenticity. As a result, they expect higher standards in branding and consumer engagement, while marketers in Hong Kong are embracing new platforms such as Douyin and Xiaohongshu.
Success in 2025 will belong to those who can effectively connect these markets while preserving their unique local identities. This ability to blend Hong Kong’s strengths with an understanding of Mainland China’s consumer expectations will be crucial for brands aiming to resonate with audiences on both sides.
Lastly, proving marketing effectiveness remains a critical industry challenge heading into 2025. With economic pressures and fragmented digital channels, marketers must develop better ways to demonstrate ROI across both performance and brand building. Success will require a collective effort to establish new measurement standards that truly capture marketing’s business impact,
moving beyond siloed metrics to more holistic evaluation frameworks.
David Ko, managing director and head of Asia, Ruder Finn Interactive
2024 was a tale of two realities: contrary to the robust bounce expected after a delayed recovery from the pandemic, the industry only saw steady, but incremental growth, with many brands still cautious with their spend. This manifested most commonly in brands taking a longer time to press go on major campaigns and award RFPs.
On the other hand, after an initial period of scepticism and dismissiveness, interest in generative AI has led to a resurgence in all things AI, with consulting clients actively seeking advice and recommendations on how to integrate GenAI into strategy and execution in campaigns.
Ruder Finn Interactive commissioned a study that found 82% of in-house comms leaders now believe AI tools such as ChatGPT, Claude or Gemini can effectively automate routine tasks, a huge jump from just 50% last year. Interestingly, concerns about AI-fuelled job losses have decreased from 30% to 18% of respondents. We’ve crossed the chasm from hype to ripe.
What can we look forward to in 2025? The uncertainty and caution from 2024’s year of elections and forever wars may be tapering off, but the machinations of the transition to a multipolar world means Hong Kong will continue to be in the crosshairs of a global war of words. Systemic weaknesses in the economy need to be addressed while Hong Kong navigates harsh new realities such as changing consumer patterns.
Jay Ng, director, So Don’t Bore As we look towards 2025, the reality is clear – marketing budgets are continuing to shrink, bringing us face-to-face with a more challenging landscape.
Gone are the predictable trends we could bank on. Like remember when we thought generative AI would solve everything? Those bubbles of hype have settled into a more realistic space.
But here’s where it gets interesting. While Threads is weaving its way into our social media fabric, and short-form content is capturing shorter attention spans, the real game-changer isn’t about jumping on every new trend – it’s about jumping smart.
At So Don’t Bore, we see 2025 as a period of unprecedented change in marketing. The old rules are being rewritten, creating new opportunities for those willing to embrace uncertainty, and don’t let the “it’s never been done before” stop you – because guess what? We’ve never been here before either.
Let’s make 2025 the year where constraints breed creativity, where limited budgets launch limitless ideas, and where being boring is the only real marketing. After all, in a world where everyone’s tightening their belts, it’s time to loosen up our thinking.
Welcome to the new frontier. It’s wild out here – and that’s exactly why it’s exciting.
Vivian Fok, managing director, SPRG HK
As we step into 2025, the PR industry finds itself at a crucial crossroads, facing both exciting opportunities and significant challenges. At the forefront is the rise of artificial intelligence (AI). This powerful tool can streamline our daily tasks and enhance efficiency, but it also raises concerns about job displacement.
To be frank, no one knows how long we can live, so worrying excessively about potential job losses is unproductive. Instead of resisting this wave of change, we should embrace AI, using it to elevate our work. By leveraging AI for analytics and routine tasks, we free up our creativity and strategic thinking, allowing us to focus on what truly matters: building authentic connections and compelling narratives.
Another pressing concern is the resurgence of watchdog programmes, where even minor missteps can quickly escalate into viral crises. In today’s hyper-connected world, vigilance is essential. Agencies and clients must be prepared to respond swiftly and effectively to potential fallouts. To address this, we have developed an in-house crisis simulation training programme. This initiative will empower our clients to navigate crises confidently, simulating the bombardment from various media channels and social media, reflecting the realities of today’s landscape.
Lastly, social media has become integral to our daily lives, serving not just as entertainment, but also as a primary source of news and educational information for many. This shift makes comprehensive strategic planning for social media content essential. Such planning should encompass content types, optimal durations for each, and a balanced mix of branded and authentic content. Additionally, it’s crucial to maintain the unique style of influencers. All these considerations must align with the overarching marketing strategy of the brand.
By addressing these concerns collaboratively, we can navigate the complexities of the PR landscape and emerge stronger in 2025, and beyond.
Leung Chung, head of creative, Sunny Idea HK
As we reflect on the Hong Kong market in 2024, are there really any big worries for marketers? With so much information, data, and successful cases available, could our biggest challenge actually be the opposite?
With digital and social media well- established, and nearly monopolised, and influencers offering straightforward answers, are we in a comfortable spot, or are we just settling for less? Campaigns today often feel systematic and hardly stand out. Executing campaigns, both in format and structure, has become quite similar. Even video flow, duration, and style are closely guided by the data and past cases we have.
However, as we look ahead to 2025, it’s time to start worrying. We must face real changes as our audiences are no longer just local Hong Kong residents. The city is trying to attract people and brands from Mainland China and all over the world. Can we continue to rely on existing popular social platforms and achieve the same results? Will we rise back to international prominence, or remain stuck in our comfort zones?
This is the moment for us to embrace gut feelings and bravery. It’s not just about what brands and agencies can do together; it’s about adopting a mindset of a risk taker. To truly connect with consumers, one-size-fits-all communication and strategies may no longer be effective. Brands will need to evolve their product offerings and messaging to attract more unique and niche interest groups.
Brand owners can take centre stage, fostering honest and direct communication with consumers, alongside creativity and storytelling from the very beginning of the marketing process. Embracing these changes will help us create impactful work that genuinely connects with our target audiences and reflects the vibrant, diverse community we serve.
Vin Ng, director, Spread-it
In 2024, many brands encountered significant challenges during the economic downturn and shifted their focus towards conversion optimisation to maximise the impact of their budgets. This strategic pivot was essential
for sustaining growth and ensuring that every marketing dollar spent yielded measurable returns.
Looking ahead to 2025, I anticipate that a key trend will be the integration of artificial intelligence into marketing strategies, particularly within the martech sector. This shift is expected to be transformative, as AI equips marketers with the ability to analyse large data sets rapidly. This capability allows for more precise customer segmentation, targeting, and predictive analytics, ultimately enhancing overall campaign effectiveness.
In the area of influencer marketing, martech tools can analyse extensive data from social media platforms, blogs, and websites to evaluate influencer demographics and their audiences. By leveraging these insights, brands can identify influencers whose followers align closely with their target market. This targeted approach not only reduces wasted marketing spend, but also optimises influencer campaigns, ensuring that brands engage with audiences that are more likely to convert.
Moreover, martech solutions enable real-time tracking and measurement of an influencer’s campaign performance. Brands can assess critical metrics such as engagement, conversion rates, and return on investment, empowering them to select influencers who deliver tangible results.
This data-driven approach to influencer marketing not only enhances accountability, but also fosters more strategic partnerships, ultimately driving greater success in a competitive landscape. As brands continue to navigate economic challenges, the integration of AI and advanced martech solutions will be crucial in shaping effective marketing strategies.
Danny Wong, head of growth and innovation, Greater China region, TEAM LEWIS
2024 was the largest election year in history, with approximately half of the world’s population having headed to the polls to pick their leaders for the foreseeable future. As 2025 approaches, the global landscape has become more fragmented, driven by geopolitical shifts that no marketer can afford to ignore. Trade disputes, sanctions, and regional instabilities are influencing everything from consumer behaviour to supply chains, and marketers must pivot quickly to remain effective.
Global strategies that once relied on uniformity now require hyper-localisation to
address cultural and political sensitivities. Increasingly, we have to help provide counsel to clients on how to navigate things such as trade barriers, as brands tailor their messaging, product offerings, and sales tactics to try to ride political momentum or governmental policies.
In this era of unpredictability, marketers must evolve from being storytellers to strategic forecasters. Those who tailor their messaging with the realities of a fragmented and divisive world will not only weather the storm, but find opportunities to thrive. By turning geopolitical challenges into an opportunity for deeper engagement and innovation, marketers can lead with authenticity and agility in the year ahead – which is why we as agencies also need to be able to work with clients to peer beyond the given briefs and help clients to write new playbooks for 2025.
Tim Warwick, vice president, franchise operations, Hong Kong, Taiwan, Macau and Mongolia, The Coca-Cola Company
As of this writing, CocaCola’s AI-generated holiday ad has been getting a lot of attention, adding more carbonation to the bubbling topic of how new digital tools such as generative AI would upend and revolutionise marketing in general, and content creation in particular.
The technology fuelled remake of CocaCola’s classic 1995 spot – “Holidays Are Coming” – is yet another indication that the trend of brands incorporating generative AI technology into ads and getting either cheers or jeers (or both) for doing so continues. I believe a broader topic is how it is essential for marketing professionals to keep up with evolving trends, as well as how digitally enabled, yet human-led marketing, can really harness the power of technology to deliver “real magic” for brand management in this time and age.
Coca-Cola is no stranger to incorporating AI into our marketing, having worked with OpenAI on the 2023 release of “Masterpiece”, which depicted a gallery where the art comes to life and passes around a bottle of Coke.
The Coca-Cola Company is always dedicated to creating the highest level of work at the intersection of human creativity and technology. Specifically, Coca-Cola has celebrated a long history of capturing the magic of the holidays in content, film, events, and retail activations for decades around the globe. We are always exploring new ways to connect with consumers and experiment with different approaches. This year, our global team
crafted films through a collaboration of human storytellers and the power of generative AI.
Why would Coca-Cola go out of our way to push the envelope? I believe we are on the cusp of a great technological evolution that’s already touched upon every aspect of our lives, including marketing. That’s why we need to keep pushing the envelope to stay ahead of the curve.
At Coca-Cola, we envision a future where new technology, including artificial intelligence, is integral to everything we do, empowering us to, among other things, unlock our creative potential for the way we approach brand building. Sometimes you might catch heat for what you do when reaction is polarised, but isn’t it a part of being a forerunner?
It’s the best of times when new technology such as AI can really change the game and unlock wonders. It’s the worst of times because very soon this realisation will finally sink in: It’s the new way or the “highway”. You either embrace it or get left behind. I hope my sharing will provide you with some food for thought as we plan for yet another exciting new year.
Desmond So, CEO, Uth Creative
As we look towards 2025, the advertising landscape in Hong Kong is poised to face significant challenges that will require thoughtful navigation by agencies. One of the most pressing concerns is the current economic climate. Hong Kong is grappling with considerable economic challenges, leading advertisers to adopt a more cautious approach to spending.
This scepticism can serve as an opportunity for brands to rethink their strategies, emphasising creativity over mere celebrity endorsements. A well-executed, innovative campaign can often deliver greater value than a hefty budget spent on influencers.
This economic backdrop also influences client loyalty. Many clients now prefer to invite agencies to pitch on a project basis rather than establishing long-term partnerships. This shift complicates resource planning for agencies and contributes to a precarious environment where talent retention becomes increasingly difficult. With the pressure to secure new projects constantly looming, agencies may find it challenging to maintain a stable workforce.
Furthermore, the growing trend of allocating substantial budgets to key opinion leaders (KOLs) and celebrities raises concerns
about the overall value placed on creative ideas and production quality. While it’s undeniable that KOLs can bring significant benefits, an over-reliance on them can overshadow the importance of strong concepts and execution. A balanced approach that values both creative strategy and influencer partnerships is essential for sustainable success.
Finally, the issue of talent retention, particularly in account servicing roles, is becoming critical. Many professionals are drawn to the perceived stability and promise of careers on the client side, which often seems more appealing amidst the pressures of agency life. This talent drain creates a cyclical problem: without support from advertisers to foster stable relationships, agencies struggle to maintain their best talent.
Florence
Kong,
founder and managing director, We Glow HK
The biggest concern I hear from clients in 2024 is the overall decline in business and shifting consumption patterns over the past year. As a result, clients are compelled to reduce their marketing spend and seek tangible results from campaigns or promotions. They want to know whether these efforts can impact their brand, drive consideration, or induce purchases.
As creative and marketing agencies, we must find cost-effective and impactful ways to deliver the desired outcomes. We need to be proactive, rethinking our approach to creativity, execution, and production. Additionally, we must be agile, quickly testing market reactions and optimising strategies to achieve success.
As we enter 2025, the marketing landscape in Hong Kong continues to transform, driven by technological advancements and evolving consumer expectations. This shift prompts brands to adopt more transparent communication strategies.
Authenticity in brand communication will be crucial, as consumers increasingly prefer genuine, relatable content over highly polished messages. Authentic messages tend to drive higher engagement and resonate more deeply with audiences, fostering stronger emotional connections through real stories and experiences.
To capitalise on these trends, brands should embrace imperfection, and emphasise authentic storytelling. Consistency in values and messaging is essential for building long-term trust, and actively engaging with feedback will ensure content resonates with audiences.
robust relationships with journalists, ensuring stories are communicated accurately, ethically, and engagingly.
To recognise and reward the most stunning work in the PR and communications industry across the North Asia region, we proudly presented PR Awards Hong Kong 2024, the definitive awards programme for PR professionals on both the client and agency side.
This year's submissions showcased exceptional creativity and innovation with PR and communications professionals pushing boundaries, with 464 entries across 36 categories. A total of 112 trophies were presented to the top brands and agencies throughout the region.
The awards ceremony took place at the Kerry Hotel on 26 September. MARKETING-INTERACTIVE would like to thank our 21 esteemed judges for their time and effort in selecting this year’s winners.
PANEL OF JUDGES
Ada Leung Head of Branding and Communications CHAT (Centre for Heritage, Arts and Textile)
Lana Wong Director, Communications and Public Affairs
Hong Kong Disneyland Resort
Vincent Ng
General Counsel and Head of Public Affairs
Klook
Greg Kwan Head of Corporate Affairs, Asia Deliveroo
Kaman Chan Head of Marketing and Public Relations EGL Tours Company
Una Lau Head of Corporate Communications and Public Affairs Hong Kong Maxim’s Group
Christina Lai Head of Corporate Communications livi bank
Isabel Chan Head of Marketing Jebsen Wines & Spirits
Crystal Tse Senior Director, Corporate Communications Manulife Hong Kong and Macau
Kinan Suchaovanich
General Manager, Head of Corporate Communications Octopus Holdings
Ming Chan
Corporate Communications Director Tam Jai International
Stephen Howard
Group Director of Marketing Ovolo Hotels
Mavis Ko Director of Communications
The Murray, Hong Kong
Amanda Chan Head of Communications and Public Relations foodpanda Hong Kong
Lisa Tam Director Global Communications Johnson Electric
Candy Lung Head, Marketing & Promotions – Festival Walk Mapletree North Asia Property Management
Louise Vas Head of OSW Marketing PrimeCredit
Priscilla Wong Head of Corporate Affairs & Market Access
Viatris Healthcare HK
Veronica Sze Director, Corporate Affairs and Sustainability Nestlé Hong Kong
Agnes Tsang Head of External Affairs Rosewood Hotel Group
Diamond Cheng
Head, PR and Publicity West Kowloon Cultural District Authority
Campaign: BOCHK TrendyToo Splash! Agency: The Bridge Agency
BRONZE
Olympian City, NBA
Brand: Sino Malls
Campaign: NBA SUMMER BASE
Agencies: Neonet, MGV
Campaign
of the Year
GOLD
TamJai International Campaign: Tamjai International Hot Dish Launch Campaign Agency: The Bridge Agency
SILVER
PrimeCredit
Brand: WeWa
Campaign: WeWa Plays Big: Lying Down
Challenge Agency: Project Doloo
BRONZE Uni-China Group
Brand: Bao Dim Sin Seng
Campaign: Bao Dim Sin Seng 15th Anniversary Campaign Agencies: The Bridge Agency, Hardchi Creative
SILVER
Hong Kong Tourism Board
PR Team of the Year
Best of Show - Brand
Hong Kong Disneyland Resort (HKDL)
Hong Kong Disneyland Resort (HKDL) won nine trophies – five golds, three silvers, and one bronze – to be crowned Best of Show – Brand.
The campaign which wowed the judges and helped win gold was the "World of Frozen” launch. Running from June 2022 to November 2023, the campaign was done in collaboration with PR agency 5ives Communications.
It came as HKDL launched the World of Frozen (WOF) in November 2023. Acknowledging the global interest in travel following the post-COVID "revenge travel" trend, the campaign positioned WOF as the world’s first and largest “Frozen” themed land and built WOF as a not-to-be-missed travel destination via an 18-month storytelling approach.
During the building awareness stage, the campaign published updated news and sneak peek content through HKDL’s owned social media channels to arouse media interest and amplify public curiosity.
To heighten awareness of WOF in Hong Kong, China, and other Asian markets, the campaign implemented large-scale inmarket activations, curated travel content tailored to each market, and strategic partnerships with media and KOLs.
For example, HKDL invited local TV host and travel influencer Do Do Cheng to create travel content for WOF on her “The Do Show” which features on Instagram and YouTube. She collaborated with celebrities and KOLs such as Kaho Hung, Jay Fung, and Jeffrey Ngai to showcase various features of WOF, aiming to engage their followers and generate excitement for the immersive experience that awaited visitors.
Apart from celebrities and KOLs, the campaign partnered with local magazine Milk to produce an 80-page guidebook for WOF. Launched on the same day as WOF's official opening, the guidebook detailed the attractions, culture, landscape, food, and merchandise, serving as a collectible for fans.
Moreover, the campaign selected Olaf, one of the iconic characters from Frozen, as its ambassador to invite visitors to visit WOF. A giant, inflatable Olaf travelled to various iconic landmarks in Hong Kong, Taiwan, Singapore, and Thailand, while augmented reality versions captivated audiences in South Korea and Japan.
Best of Show - Agency Above The Line Company
Above The Line Company won the esteemed Best of Show – Agency award. The agency took home nine trophies – five golds, three silvers, and one bronze for a number of thought-provoking campaigns.
These included the “BMW ///MPLIFY YOUR PASSION” at Kai Tak Cruise Terminal for BMW Concessionaires (HK); the “A hundred blessings for a caring community” for Sino Malls; the “Lee Tung Avenue moon fest lumiere” for Lee Tung Avenue; “The Wai mall opening” for MTR Corporation; and the “Enjoy seamless HKD payments in mainland with WeChat Pay HK” for WeChat Pay HK, which was executed in collaboration with PHD Hong Kong, earning one gold, one silver and one bronze.
The “BMW ///MPLIFY YOUR PASSION” at Kai Tak Cruise Terminal campaign created for BMW Concessionaires (HK) impressed the judges the most among the campaigns Above The Line Company created.
Running from 19 to 21 May 2023, the campaign aimed to celebrate the launch of the BMW M2 and M3 Touring
while building the brand and engaging target audiences by offering a unique BMW M test drive experience that money couldn’t buy.
To maximise public awareness and enhance the social media engagement, the campaign set up an "M Academy" within an 80,000 square foot semi-outdoor space at the Kai Tak Cruise Terminal. Aligned with the M-series' theme “The race is on”, the venue featured an outdoor racetrack as a key gimmick, along with a series of indoor racingrelated activities.
As part of the campaign, Taiwan's Team AAI was invited to offer driving instructions and insights, allowing participants to experience the BMW M's power.
As a free admission event, each participant was given a personalised BMW driver's licence, which provided access to racing competitions, training challenges, free snacks and drinks, and exclusive event gifts, all designed to create a comprehensive racing journey.
Additionally, the campaign incorporated M Motorsports elements into every activation, making them entertaining while also educating participants about BMW sports cars, thereby building the brand.
SNAPPED
Ifc mall’s “Santa’s magic toy factory” Christmas installation
DATE: 21 November 2024 –1 January 2025
VENUE: Oval Atrium, Podium Level 1, ifc mall
1. Ifc mall’s Oval Atrium has been transformed into a toy factory, inviting visitors to become Christmas elf helpers and engage in interactive mechanical and digital experiences throughout the factory.
2. Visitors can begin their journey at the check-in, where they can fill in their naughty or nice report at the elf workstation, telling Santa about their wishes.
3. Guests can also donate HK$50 to join an interactive digital game at the Inspection Department and receive a souvenir, with all proceeds going to the Hong Kong Committee for UNICEF.
4. Visitors can take photos at the Logistics Department, where magical toys are transported on a conveyor belt and carefully wrapped as gifts for dispatch.
Ngong Ping 360 x Red A Christmas dream factory: A nostalgic trip thru time
DATE: 16 November 2024 –1 January 2025
VENUE: Ngong Ping Village
1. Ngong Ping 360 has partnered with household classic Red A to transform Ngong Ping Village into a vibrant Christmas playground in celebration of Red A’s 75th anniversary.
2. Ngong Ping 360’s cable cars have been transformed into nostalgic Hong Kong-style cafes and traditional herbal tea shops, taking guests on a journey back to old Hong Kong.
3. As part of the partnership, a “Red A” special exhibition has been launched, offering international guests a unique insight into Hong Kong’s local culture during the Christmas season.
4. The exhibition will feature over 200 items produced by Red A over the past 75 years, including discontinued products and items that have never been publicly displayed – such as Red A rice buckets and briefcases.
HSBC Life the Big Bounce World Tour –Hong Kong
DATE: 21 November 2024 –5 January 2025
VENUE: Great Lawn of the West Kowloon Cultural District (WestK) Art Park
1. The Big Bounce, a touring inflatable event from the US, has been launched in partnership with HSBC Life as the title sponsor and the West Kowloon Cultural District Authority as the venue partner.
2. The event will feature unique custom-made giant inflatables with elements such as basketball hoops, giant slides, and massive ball pits.
3. Children and parents can participate in morning and afternoon sessions, enjoying quality time together as a family.
4. Meanwhile, the evening sessions will turn the event into an “after dark party”, inviting participants aged 16 or above to enjoy a vibrant outdoor party featuring live DJ performances.
Lee Tung Avenue’s “Dazzling Christmas”
DATE: 13 November 2024 –1 January 2025
VENUE: Lee Tung Avenue
1. This winter, under the theme “Dazzling Christmas”, Lee Tung Avenue is bringing a touch of Belgian art and culture to the community with Christmas light installations.
2. Inspired by Belgian lace, the display will feature a 27-metre-long centrepiece with two reindeer above the Central Piazza, along with an eight-metre-high Christmas tree on the ground.
3. The iconic 200-metre-long tree-lined pedestrian walkway has been adorned with decorations in the shapes of Christmas trees and giant hanging Christmas wreaths.
4. To elevate the festive mood, Christmas carols, dances, and other live performances will be presented by more than 28 charitable organisations and performing groups.
With the rise of new media, the media landscape is undoubtedly undergoing rapid and continuous transformation. Streaming services have taken over traditional TV, and internet giants are quickly catching up to the established print publications. We are all aware of numerous media outlets that have chosen to embrace full digitalisation in response to mounting pressures.
To recognise and honour outstanding creativity, innovation, and storytelling, we proudly presented Spark Awards Hong Kong 2024 to showcase the visionaries and game-changers who have lit the spark that has set the industry ablaze.
This year, the competition was incredibly tight with over 170 entries across 31 categories and a total of 99 trophies awarded to the leading brands and agencies across the region at the ceremony.
MARKETING-INTERACTIVE would like to thank our 18 esteemed judges for their time in judging the entries. Congratulations to all our winners for an excellent year!
JEFFREY WONG
Director of Sales, Marketing & PR Bakehouse by Grégoire Michaud
STEPHANIE CHIK
Director of Marketing Eaton HK
KIKO WONG
Associate Marketing Director Lee Kum Kee (Hong Kong)
CATARINA LIO
Senior Vice President Brand Marketing
MGM China
KANISHK VERGHESE
Associate Director, Content Marketing, APAC CBRE
JENNIFER LUI Vice President – PR, Investor Relations and Sustainability ESPRIT
WENDY PANG
Director, Communications & PR, APAC lululemon
ROLA LIN Marketing Director, Moët Hennessy Brands
Moët Hennessy Diageo Hong Kong & Macau
ROSE LUK
Director, Group
Digital Marketing Prudential plc
MANDA HUI Head of Marketing
Danone Nutricia Early Life Nutrition
HOLIE HO
APAC Associate Marketing Director EVISU Group
WYNNE FUNG
Senior Director, External Communications, Asia Manulife Investment Management
CONNIE POON Head of Marketing Pepsi Co.
KATHY YUE
Regional Brand Director Tatcha
EVA LEUNG
Head of Marketing, Executive Director, Institutional Banking Group DBS Bank (Hong Kong)
RAEY CHOI Head of Marketing and Communications Generali Hong Kong
ELIZABETH YAU
Director of Communications & PMO, Greater China Marriott International
Metro Broadcast Corporation Campaign: Hit Awards 2023
SILVER
Yahoo Hong Kong Campaign: Yahoo Finance Invest Asia 2023
BRONZE
Yahoo Hong Kong Campaign: Yahoo Finance Leaders Decode
Client: Bayer HealthCare Campaign: Bayer x Yahoo - Content Marketing Campaign ''Unlocking the Menstrual Cycle''
GOLD
The Hong Kong Incentive Playbook
Client: Hong Kong Tourism Board Campaign: The Hong Kong Incentive Playbook
BRONZE
Yahoo Hong Kong
Client: Bao Dim Sin Seng Campaign: Bao Dim Sin Seng x Yahoo –BDSS 15th Anniversary Campaign
DIGITAL MEDIA: BEAUTY AND FASHION
Vogue Hong Kong
Cosmopolitan
ELLE
DIGITAL MEDIA: CONSUMER ELECTRONICS
Price.com.hk
Unwire
DC Fever
DIGITAL MEDIA: FINANCE
Hong Kong Economic Times
AA Stocks
Bloomberg
DIGITAL MEDIA: ENTERTAINMENT
HK01
ChannelC
HKET
DIGITAL MEDIA: TRAVEL
Klook
U Travel
GOtrip
DIGITAL MEDIA: LIFESTYLE
Mill Milk
U Lifestyle
HYPEBEAST
Media Survey 2024
DIGITAL MEDIA: LUXURY
Vogue Hong Kong
Hong Kong Tatler
Prestige Hong Kong
DIGITAL MEDIA: NEWS & CURRENT AFFAIRS
HK01
ChannelC
South China Morning Post
Hong Kong Economic Times
DIGITAL MEDIA: PARENTING
Ohpama.com
Sing Tao News Corporation
SundayKiss
SMART PARENTS
Sing Tao News Corporation
DIGITAL MEDIA: SEARCH Google
DIGITAL MEDIA: SOCIAL MEDIA
PRINT: BUSINESS MAGAZINE
Bloomberg Businessweek
Digest
PRINT: LOCAL NEWSPAPER
Headline Daily
Sing Tao News Corporation
am730
South China Morning Post
PRINT: PARENTING MAGAZINE
SMART PARENTS
Sing Tao News Corporation
Playtimes OUT OF HOME MEDIA
JCDecaux Transport
JCDecaux Cityscape
POAD
DIGITAL OUT OF HOME MEDIA
JCDecaux Cityscape
JCDecaux Transport
Asiaray
Media of the Year
JCDecaux Transport
JCDecaux Transport was crowned Media of the Year at the 11th edition of Spark Awards Hong Kong 2024.
Taking home 13 trophies in total – five golds, five silvers, and three bronzes – JCDecaux Transport impressed the judges with a number of thoughtprovoking campaigns, including the “MTR advertising – HKTVmall Mom-certified” for HKTVmall; the “MTR advertising – HSBC Wealth Decode” for HSBC; the “MTR advertising – foodpanda meets millions of tastes in one app – Quick Commerce Campaign” for foodpanda; the “MTR advertising – VITA Lemon Tea Campaign” for VITA; the “MTR advertising – Double Ducks” for AllRightsReserved; and the “MTR advertising – Be a Game Changer and “Carry” Yourself” for Hang Seng Bank.
The “MTR advertising – HKTVmall Mom-certified” campaign created for HKTVmall impressed the judges the most among the campaigns JCDecaux Transport created.
Running from 9 November 2023 to 8 December 2023, the campaign aimed to promote the newly launched "Wet Market Express" delivery service and position HKTVmall as the everyday shopping destination for Hong Kong residents.
The campaign targeted the general public, as HKTVmall's data showed that its most loyal customers
were housewives aged 30 to over 55, who enjoyed browsing and shopping on the go, especially using eCommerce platforms while on public transport such as the MTR.
To effectively reach the target audience, MTR advertising was utilised to promote the delivery service, dominating 56 MTR stations with more than 3,120 advertising lightboxes and 23 wrapped trains.
To challenge industry conventions, HKTVmall turned its most loyal consumers – different mothers from various backgrounds and occupations – to become its ambassadors. Over 80 creatives were launched across the MTR networks, covering 56 stations and 124 platforms. These ads featured endorsements from mothers and their past orders on HKTVmall, making the ads convincing and compelling.
In addition to launching MTR lightbox advertisements, a series of social media campaigns were also rolled out, aiming to fill every corner of Hong Kong with "Mom-certified!" endorsements.
Media Campaign of the Year
MTR Corporation’s Queens’ Chill Rewards
Meanwhile, MTR Corporation’s Queens' Chill Rewards won the Overall Media Campaign of the Year, taking home five golds, three silvers, and six bronzes.
Running from 18 April to 12 May this year, the campaign was done in collaboration with media agencies JCDecaux Transport, Bravo Media, and Asiaray Media Group.
Targeting Hong Kong citizens, the campaign aimed to develop a Mother's Day initiative that would generate significant consumer interest among the general public, capturing this important shopping season, and ensuring substantial advertising investments in MTR ads.
First, a collaboration across six platforms was established involving MTR Advertising, Asiaray, Bravo Media, and JCDecaux Transport to integrate advertising products throughout the entire MTR network. This partnership, along with OpenRice and TLive, aimed to achieve comprehensive omnichannel integration.
As part of the campaign, citizens could book their preferred stations and time slots online. The "magic mirror", an AI-enabled camera, captured their faces and, through a specially trained neural network and advanced algorithms, generated a unique portrait of each user as a queen in real time. Users could scan a QR code to download their portrait afterwards.
Moreover, selective "Queen" portraits were showcased through MTR Digitalisation, covering more than 80% of stations. This recognition aimed to honour and celebrate mothers while also extending the campaign's reach and generating increased interest among the audience.
Participants were also encouraged to share their "Queen" photos on social media along with heartfelt messages for their mothers, offering them a chance to win various prizes. This social media activation aimed to enhance the campaign's reach, engagement, and buzz.
In today’s fast-paced digital environment, it is essential for businesses to adopt swift advancements in technology to drive marketing innovation. By leveraging advanced digital tools and strategies, companies can enhance customer engagement, streamline operations, and create personalised experiences.
Indeed, AI has become an integral part of our lives. According to a study by Forrester, 57% of marketers plan to increase their AI investments by 2025. However, as digital transformation accelerates, marketers frequently face challenges adapting and innovating to remain competitive and responsive to evolving consumer needs.
With this in mind, MARKETINGINTERACTIVE brought back Digital Marketing Asia to Hong Kong with the tagline: “Accelerating digital evolution, empowering marketing innovation.”
This year, we looked at how to best integrate AI, embrace omni-channel for marketing efficiency, and be at the forefront of digital transformation and the customer experience (CX). The event brought together nearly 300 marketing professionals at The Mira Hong Kong on 22 and 23 October.
The conference began with a fireside chat focused on catalysing industry-wide tech and AI adoption to accelerate marketing, featuring Patrick Cheung, chief digital officer, Chow Tai Fook Jewellery Group, and moderator Karen Wong, deputy editor, North Asia, MARKETING-INTERACTIVE.
As a long-established jewellery brand with around 7,500 points of sale worldwide, Chow Tai Fook’s digital transformation journey shifted from prioritising operational efficiencies before COVID to emphasising CX, data analytics, and AI, according to Cheung.
“One of the key considerations behind this is our belief that digital could be a significant business driver of growth in the future,” he said.
“So, across all the traditional AIPL (awareness, interest, purchase, and loyalty) funnels, we can leverage data analytics to get more personalised heartwarming services to the customers, and then get better KPIs across the AIPL.”
With an in-house digital marketing team, when the team uses digital systems or digital tools, it always takes the human touch into consideration to balance both elements.
“For example, in our daily clienteling process, a lot of customers appreciate the front
line sales. So, we need the salespeople to do it through human touch, whereas AI can help the salespeople to screen and shortlist the products in the very beginning via data analytics.”
Echoing his thoughts was Dominique Rose Van-Winther, chief AI evangelist and CEO of Final Upgrade AI, who said AI is not going to replace everyone, as someone has to oversee the AI operation and lead the company through transformation, at least for the time being.
“It’s not quite there yet, so you have kind of a choice – you can be AI lazy (I can say that because I run my own company!) or be proactive. I’m on a mission to create more AI-ready people. I train and show people how to get yourself AIready, so that you can be the one leading the department through change,” she said.
Marketers and agencies need to understand the tech to know where to transition and transform the business moving forward, especially in customer experience. In general, AI in marketing is all about the imperfection, she said.
“If you create content, you don’t want it to look like AI because that interferes with CX and shifts the focus away from the product and into a conversation about AI. It’s a lot better to show them (the customers) what looks
fantastically great, and they don’t know it’s AI,” she said.
On the media buying front, Johnnie Leung, senior director of business development at The Trade Desk, said marketers need to master leveraging AI in terms of creative and machine learning to drive their marketing machines.
“Because all of these things are like a cog on your flywheel in your machine. In order to have your machine pushed through and innovate and be better for your brand, and be better than your peers, you have to know enough about all of these and how they function together,” he said.
In the future of digital advertising, marketers will also be challenged with how to connect with consumers at the right time, on the right device, and with the right message, particularly in a cookie-less environment.
However, debates over cookies versus non-cookie targeting overlook the key goal of rebuilding relationships with consumers, regardless of their interaction method, said Leung. For example, over-the-top platforms such as Netflix and Disney+, with various TV and apps, already operate in cookie-less environments.
“Brands need to reclaim their relationship with consumers, whether the interaction occurs in a cookie or non-cookie environment. This is key to elevating their position in the industry and fostering stronger one-to-one connections with consumers,” he said.
Building trust with consumers when using AI-generated content
To better understand consumers, brands are also looking into incorporating design-led thinking into CX. This approach emphasises placing users at the centre of the design process through empathy, defining needs, and leveraging data, said Kristie Wong, head of APAC digital, BlackRock, during a panel discussion moderated by Rezwana Manjur, editor-in-chief, MARKETING-INTERACTIVE.
Meanwhile, marketers must be careful not to rely solely on the scientific application of data, said Andrew Cleary, VP of global CRM and customer strategy at Mandarin Oriental, on the same panel.
The other half of design thinking involves the art of creativity, bringing the right mix of people and insights together to humanise the guest journey in order to identify opportunities to elevate the experience, he added.
Looking into the healthcare sector, Yvonne Leung, director of customer transformation and growth at Bupa Hong Kong, highlighted that digital cannot fully replace the need for creating a seamless experience physically, especially in operational aspects such as consumers visiting their doctors or medical professionals.
Despite optimism around AI, there are fears about it in regard to digital privacy and security. In fact, seven in 10 APAC consumers in the APAC region are concerned about how their information is being collected by companies, according to Ipsos’ study titled “Understanding Asia”.
Roger Li, head of Yahoo Creative APAC, said the perception on the usage of AI is still forming, so it is crucial for advertisers and marketers to use AI responsibly to build trust and close the gap between the consumer and advertiser.
“When it comes to advertising, consumers often assume AI is at play, but they just don’t know when and where they encountered the AI-generated content. That’s why it’s critical to transparently show consumers where AI has been used. Transparency in AI usage can help build trust and increase consumer affinity for the brand and its ads,” he said.
Importance of first-party data
To navigate the new digital era, brands need to leverage first-party data to develop targeted marketing strategies for consumers. With over one million members’ data reflecting various purchasing histories and browsing habits, a local conglomerate such as Uni-China Group analysed this information to create initiatives that genuinely interested their audience and fostered their loyalty and trust, said Alex Lee, group head of digital and data analytics at UniChina Group.
“We keep analysing our data to customise our loyalty programme by personalising rewards and recognition based on individual shopping habits, encouraging repeat business and enhancing customer satisfaction,” he added.
Pioneering the AI wave, brands and marketers are increasingly adopting innovative ideas. Anita Wong, technology architect at GreenTomato, a digital transformation consultancy that is evolving to AI transformation, recently presented its digital human, Maya Kim. During the live demo, Wong introduced Kim, who can sense and interact with our world, and shared their vision of a journey from automation to true AI intelligence. This was powered by its R&D team (Team Alpha), dedicated to redefining and initiating innovations.
To further explore opportunities in the digital era, MARKETING-INTERACTIVE co-hosted a power lunch session with global omni-channel agency Assembly and The Trade Desk, bringing together various marketing professionals and industry leaders.
After lunch, Renee Chan, customer experience and marketing director for Pizza Hut and PHD, Jardine Restaurant Group, took to the stage to share how brands can capitalise on first-party data to drive marketing effectiveness.
With the business goal of transforming to digitalisation, Chan said Pizza Hut has enabled digital technology and leveraged omni-channel solutions for its loyalty programme, along with geotargeting and audience discovery – supported by marketing automation – to enhance and drive the personalisation journey.
“We also recognise the importance of technology stack integration, as the stability of the infrastructure is essential for data development investments. So that we can implement a customer data platform for data automation and segmentation in delivering a more precise targeting,” she said.
On the other hand, when choosing martech solutions that directly target specific, high-impact business objectives, marketers should first understand the specific business challenges and
ROI requirements, said David Wei, head of digital marketing and eCommerce at FrieslandCampina, during a panel discussion moderated by Martin Shaw, global head of digital marketing, wealth and personal banking at HSBC.
Meanwhile, Josh Drasta, APAC regional director at Meltwater, cautioned against seeing any tech solution as a silver bullet. While it’s easy to get excited about martech solutions when faced with challenges, the real question was how to integrate them into daily operations and effectively report the results to the board and management, he said.
He also added that the next step for marketers is to reverse-engineer the solution to fit the need of the end customer internally. “This helps deliver the true long-term impact organisations hope for.”
In the ever-evolving digital marketplace, standing out can feel challenging. However, one strategy that consistently makes a difference is the optimisation of search engine optimisation (SEO).
When language ceases to be a differentiator and anyone can use ChatGPT to produce fluent prose in any language, first-party data becomes the only defensible advantage in SEO, said Yang Gao, vicepresident of marketing technology at Klook.
After a day of discussions on AI, CX, and customer data, the conference’s first day shifted to a power hour – a new TED Talk-style format introduced by MARKETING-INTERACTIVE.
Among the speakers, Andy Luk, head of digital transformation and insights at HK Express, discussed data ethics and responsible innovation in the age of AI. He stressed the need to align AI ethics with legal frameworks such as the general data protection regulation, and to integrate ethical principles into algorithm designs.
Meanwhile, in the hospitality sector, digital transformation is essential for adapting to shifts in consumer behaviour, said Matthew Lam, director of digital marketing, Swire Hotels, during his presentation.
“To me, guest experience evolves around three Cs: comfort, convenience and customisation,” he said. To improve guest experience through digital transformation, hospitality brands should enhance operational efficiency using automation and data-driven insights, he added.
The second day of the conference focused on social commerce, customer centricity, and AI in practice. It began with a keynote presentation by Neil Patel, a digital marketing expert and co-founder of Neil Patel Digital, who discussed strategies for fostering authentic engagement through customercentric measures in the digital age.
When it comes to customer-centric marketing, brands should consider leveraging the “peak-end rule”, according to Patel. By definition, the “peak-end rule” is about how customers remember the brand, the company and its marketing, he said.
“It’s how loyal they’ll be. And the way the ‘peak-end rule’ works is typically consumers remember a brand at the first touch-point they have with the company and the last. So, you want to make sure that your first touch-point is amazing, where you delight them, and your last touch-point is amazing as well.”
Brands should use AI for hyperpersonalisation such as personalised email
campaigns, AI-driven customer support, and AI-powered loyalty programmes, among other things, according to Patel.
“It’s not just about personalising. It’s about personalising the experience for each individual user, and you can do that with AI. It’s about inputting data and outputting what they see.”
Navigating the challenges of hyperpersonalisation, the next speaker, Adrian Tan, senior vice president and head of product and segment marketing at DBS Hong Kong, shared the bank’s recent campaign featuring local celebrities Louis Koo, Raymond Lam, and Jessica Hsuan. The campaign comprised 14 videos tailored to different demographics and personas.
“We’ve tailored a re-targeting and microsegmentation strategy for all these videos across all main social media platforms. For those who have watched 50% of the video, we start nurturing them with interactive, personalised content,” Tan said.
As the adept navigators of the digital world, Gen Z stands out as a highly advanced generation of digital natives. This saw Courtney Lau, head of growth at OneDegree, take the stage to discuss strategies for effectively targeting it.
Gen Z specifically seeks immersive experiences that bridge online and offline interactions, according to Lau. “Gen Z is looking for depth in their experiences. They
are not only scrolling through the ads on their mobile phones, but they want interactions that resonate with them.
“Brands should foster genuine connections with Gen Z by relinquishing some control and engaging with them authentically, providing real information rather than merely pushing products.”
Nowadays, brands also choose to engage with consumers via social commerce, favouring interactive content and value-driven choices. For brands aiming to develop transformative strategies in this space, marketing teams must understand the importance of data and use it to inform their daily decisions, said Alison Chan, director of omni-channel and O2O, Asia Pacific, Colgate-Palmolive.
“We encourage our team members to really dig deep into the data to understand the insights and what’s happening every minute. This allows us to make the right adjustments and ensure that we use data in our everyday decisions,” she said.
The second half of the day started with a power-hour, which saw Burton Chau, CEO and co-founder of Sanuker, take the stage to discuss the use of WhatsApp for business messaging and the challenges of managing multiple accounts on the platform. Meanwhile, Chelsea Ma, eCommerce and CRM lead, APAC and China, Moschino, highlighted opportunities within the WeChat ecosystem.
While brands may consider launching a WeChat mini programme, Ma said they should first assess whether starting a WeChat mini store is a worthwhile investment. “Brands should remember that the WeChat ecosystem operates within a private traffic model, meaning that not every customer can be reached unless they consent to share their personal data with you.”
To explore new opportunities in the digital landscape, MARKETING-INTERACTIVE and Yahoo co-hosted a power lunch session that brought together a variety of marketing experts and industry leaders.
Brands have also been undergoing digital transformation to revolutionise their consumer engagement, particularly in the retail and hospitality sectors.
During a panel discussion on demystifying the complex purchase journey with an O2O2O strategy, Winnie Lai, head of digital marketing at Whiskers N Paws, shared how the brand has created a seamless shopping experience by integrating online and offline data, including top searches, leading purchase brands, and the timing of second purchases.
Moderated by Nathan Petralia, an expert in customer experience management with over
15 years of experience driving digital strategies, the panel also featured Jordan Heathfield, vice president of connections and brand experience, Assembly; Nana Ho, head of customer marketing, Moët Hennessy Diageo; and Jodi Wong, group manager, digital marketing, Regal Hotels International.
Data will also help reevaluate marketing strategies and inform better channel selection for future campaigns, said Heathfield.
“What we aim to do is always create a connection to the brand online. Even if your metrics are low, you’re still establishing a benchmark for future campaigns. As you collect that data, you can optimise your efforts and identify strategies that actually improve those metrics.”
In the current challenging macroeconomic environment, where retail is struggling, brands need to remain agile, said Howell Wong, regional director, transformation and operations, SMCP, during his presentation.
“Where there is danger, there is always opportunity. We need to return to consumercentric thinking and consider what consumers truly want, as well as the business impact we can create. Engaging with different
stakeholders on this is extremely important,” he said.
The conference was wrapped up by a panel discussion with Elaine Tai, regional marketing head, GEOX; and Dickson Ma, chief marketing officer, Lenovo PCCW Solutions. Moderated by Manjur, the discussion focused on how the responsibilities and expectations of marketing are changing in this new technology-driven era.
Given the evolution of technology, marketers should maintain a holistic view of the entire company’s processes to stay current with new innovations and effectively convince management to allocate budgets for these new areas, according to Ma.
“We want to ensure that the technology we adopt isn’t just for shiny new names or a marketing gig. We want to make sure that technology improves our processes. For example, AI isn’t just for generative purposes; it can also be used for business intelligence and hyper-automation,” he said.
Meanwhile, marketers can convince management by emphasising that the new technology can yield substantial savings, improve cost efficiency, and enable accurate ROI predictions.
GOLD SPONSORS
This year has brought distinctive challenges, with global pressures impacting the advertising industry. Despite these obstacles, industry players have shown incredible resilience and innovation, by going the extra mile to craft campaigns that put the consumer front and centre.
And that is exactly why the Marketing Excellence Awards exist. Designed to honour outstanding work in the region’s marketing industry, the awards saw industry professionals gather at the Hong Kong Ocean Park Marriott Hotel on 8 November to see if their companies would take home the top accolades.
MARKETING-INTERACTIVE would like to thank our 31 esteemed judges for their time and effort in reviewing the submissions. We also want to express our sincere gratitude to our three gold sponsors for their invaluable support: AnyMind Group, Cody OUT OF HOME, and Scramble Events.
Congratulations to all the winners and see you again in 2025.
GLADYS LO
Marketing Director
AMERICAN EAGLE OUTFITTERS INC.
HEIDI CHU
Head of Brand and Consumer Touchpoints –Bosch, Siemens, Gaggenau
BSH Home Appliances Hong Kong, Macau and Taiwan
AVIS GOT
Assistant General Manager, Marketing (CRM & eShop)
APITA, Citistore, GUU SAN, UNY
KIMBERLY HU
Senior Director of Membership & Marketing Carlyle & Co.
MAG LAI
Regional Head of Brand, Asahi Super Dry, Asia
Asahi Europe & International
SARAH TAM
Head of Corporate Communications
IRIS LUI
Head of Marketing Blackbird Concessionaires –Official Ferrari Importer
EUNICE LEE
Sales and Marketing Director, Greater China and Southeast Asia Costa Crociere S.p.A.
KENNIS NG Head of Marketing Communication ExxonMobil Hong Kong
AMY LAW Director of Strategy & Performance, Asia Market Qantas & Jetstar Airways
MURPHY LAM
Associate Director, Marketing, Clé de Peau Beauté Shiseido Hong Kong
LIT LUK North Asia Marketing Director The Clorox Company
GEOFFREY NG
Head of Marketing Dah Chong Hong HoldingsMotor HK
SARAH STARCK Regional Marketing Director APAC, Consumer Freudenberg Household Products
VINCCI CHENG Director of PR & Marketing LAI SUN DINING
LISA LEUNG Director, Brand Marketing & Partnerships Starbucks Asia Pacific
SALLY CHENG Senior Frontline Marketing Director – Hong Kong, Taiwan, Macau & Mongolia The Coca-Cola Company
SELINA LI Head of Corporate Communications & Marketing UMP Healthcare Group
JULIE CHIU
Executive Director, Head of Marketing & Marketing Communications, Consumer Banking Group and Wealth Management DBS Bank (Hong Kong)
SUMESHWER DHUPER Director Marketing, Asia Hill’s Pet Nutrition
QUINCY YIP Director, Customer Experience and Marketing Lalamove
PHILIP CHAU Regional Director, Marketing Performance & Operations, Asia Sun Life Insurance
RYAN LAI Brand Director Topologie
PHOEBE LIAN Chief Marketing Officer YF Life Insurance
IRENE MAN Marketing Director – Food, Hong Kong & Macau DFI Retail Group
KEN CHAN Director, Business Development & Marketing HKTV Mall
MARIUS GAMSER Director of Marketing Mondrian Hong Kong
MAGGIE SZE Marketing Director TamJai SamGor Mixian
FLORA TSUI Vice President, Marketing & Digital Strategy Toys"R"Us Asia
KAREN LAU Head of Marketing & Communication Zurich Insurance (Hong Kong)
HONG KONG
Excellence in Customer Experience
GOLD
HSBC
Brand: HSBC One
Campaign: HSBC One x T1: For Every Legendary One Agencies: Saatchi & Saatchi, Omnicom Media Group
SILVER
Standard Chartered
Campaign: Travel to the Fullest. Live life to the Fullest. Agency: Leo Burnett Hong Kong
BRONZE
Meituan Brand: Keeta
Campaign: KeeTa: Unveiling in Hong Kong! Agencies: Metta, We Are Social
Excellence in Branded Content
GOLD
HSBC
Brand: HSBC One
Campaign: HSBC One x T1: For Every Legendary One Agency: Saatchi & Saatchi
SILVER
HSBC Hong Kong
Campaign: HSBC Fraud Fair
Agencies: OMG, Hill & Knowlton, NNNNNNN., Hungry Digital
BRONZE
Coca-Cola China
Brand: Coca-Cola
Campaign: Revival Of A Classic Agencies: Ogilvy Hong Kong, Essencemediacom Hong Kong, VML Hong Kong
Excellence in AI-Powered Storytelling
SILVER
GOLD
American Express
Brand: AMEX Platinum Campaign: Irreplicable
Platinum Moments Agencies: UM, Ogilvy PR
Standard Chartered Campaign: “Interest-ing Moments” Digital Deposits Campaign Agencies: dentsu Hong Kong, Hungry Digital
SILVER
Swire Properties Management
Brand: Pacific Place
Campaign: Reflect Your Personal Style Agency: Anon
BRONZE DBS Bank (Hong Kong)
Brand: DBS HK
Campaign: Elevate Personalized Customer Engagement with AI-Powered Analytics
Excellence in Brand Strategy
GOLD
HSBC
Brand: HSBC One
Campaign: HSBC One x T1: For Every Legendary One Agency: Saatchi & Saatchi
SILVER
MHK Restaurants
Brand: McDonald's Hong Kong
Campaign: McDonald's Coffee Retirement
Agency: DDB Group Hong Kong
BRONZE Uni-China Group
Brand: Bao Dim Sin Seng
Campaign: Bao Dim Sin Seng 15th
Anniversary Campaign
Agencies: Hardchi Creative, The Bridge Agency
Excellence in Innovation
GOLD
Cathay
Campaign: Airing an Unreal OOH for Hong Kong Agency: MSL Hong Kong
SILVER
Standard Chartered Campaign: Anti-Fraud Campaign Agencies: Dentsu, Secret Tour
BRONZE
Swire Properties Management
Brand: Pacific Place Campaign: Reflect Your Personal Style Agency: Anon
Excellence in Creative Design
GOLD
Standard Chartered Campaign: Anti-Fraud Campaign Agencies: Dentsu, Secret Tour
SILVER
TamJai International Campaign: Tamjai International Hot Dish
Launch Campaign Agencies: The Bridge Agency, Narrow Door
BRONZE
Lucky Plaza Campaign: Lucky Plaza Grand Opening Campaign Agency: Hardchi Creative
Excellence in Corporate Social Responsibility
GOLD
DBS Bank (Hong Kong)
Brand: DBS BusinessClass
Campaign: DBS BusinessClass SME Sustainability Campaign Agency: Good Morning Creative
SILVER
HSBC
Brand: HSBC Brand
Campaign: SOULFULL Agency: Saatchi & Saatchi
BRONZE
HSBC Life
Campaign: Sketch Your Promises, Stack Your Happiness with HSBC Life Agency: Grey Hong Kong
HSBC One emerged as the biggest winner at the 13th edition of Marketing Excellence Awards Hong Kong 2024 and was crowned Marketer of the Year.
The brand won five golds in Excellence in Branded Content; Excellence in Brand Strategy; Excellence in Customer Experience; Excellence in Digital Marketing; and Excellence in Event Marketing; and two silvers in Excellence in Advertising, and Excellence in KOL Partnership.
The campaign that impressed the judges was the “HSBC One x T1: For Every Legendary One”. While Millennials and Gen Z (GenMZ) favoured brands such as Apple, Netflix, and Google, often seeing HSBC One as "the bank for my parents" and irrelevant, the bank aimed to foster brand loyalty among this audience in Hong Kong and non-resident Chinese.
Done in collaboration with Saatchi & Saatchi and Omnicom Media Group, the campaign capitalised on a key opportunity in the esports space, merging gaming and sports to connect with young audiences. By shifting away from traditional "bank speak", it aimed to close the relevance gap and inspire young people to pursue their dreams in esports, whether by competing or engaging in the esports economy.
To drive authenticity and mass viral noise, HSBC One strategically partnered with T1 and Faker, the champion player and four-time world champion in League of Legends, one of the most popular games in Hong Kong. More than banking, HSBC One wanted to create a money-can’t-buy-experience that would inspire GenMZ to become legendary themselves.
As part of the campaign, an animated teaser and thematic video were released on social media. Additionally, touch-points
such as 3D DOOH and the Central mural art wall were created as shareable photo opportunities, allowing participants to promote the campaign message and engage with the gaming community on social media.
To sustain the campaign story, HSBC One engaged with gamer-specific touch-points and activities, including on-ground events such as the K11 T1 fan experience, and the sponsorship of the Animation-Comic-Game and the University Laurel Cup championships. It also organised a live-stream featuring the entire T1 team for a “secret chat” engagement in partnership with local gaming YouTubers.
To build long-term brand loyalty and enhance the GenMZ gamer experience, the campaign invited winners from its K11 activation to a T1 masterclass and a headquarters visit to develop their skills. The finale, the “League of One Party”, brought all the gamers together in celebration, while also expanding partnership opportunities by collaborating with brands such as Mercedes-Benz and Mastercard to create a world-class event.
