THE ART & SCIENCE OF CONNECTING WITH CONSUMERS
HONG KONG
MAY 2014
marketing-interactive.com
Awards night
Friday the 13th, June
Lucky for some Venue
JW Marriott Hotel Hong Kong For table bookings and sponsorship opportunities, please contact Josi Yan at +852 2861 1882 or email to josiy@marketing _ interactive.com For more information on the awards, please contact Cindy Yeung at +852 2861 1882 or email cindyy@marketing _ interactive.com Sponsors
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編者的話
EDS LETTER
Editorial Matt Eaton, Group Editor matte@marketing-interactive.com Jennifer Chan, Reporter jenniferc@marketing-interactive.com Tracy Chan, Bilingual Sub Editor tracyc@marketing-interactive.com International Team Rayana Pandey, Editor (Singapore) rayanap@marketing-interactive.com Oliver Bayani, Editor (Philippines) oliverb@marketing-interactive.com Events Cathy Luk, Events Manager cathyl@marketing-interactive.com Susan Tang, Senior Events Executive susant@marketing-interactive.com Cindy Yeung, Events Executive cindyy@marketing-interactive.com Advertising Sales - Hong Kong Josi Yan, Sales Director josiy@marketing-interactive.com Sara Wan, Senior Account Manager saraw@marketing-interactive.com Advertising Sales - International Che Winstrom, Sales Manager (Singapore) chew@marketing-interactive.com Production and Design Shahrom Kamarulzaman, Regional Art Director shahrom@lighthousemedia.com.sg Evisu Yip, Senior Designer evisuy@lighthousemedia.com.sg Finance Evelyn Wong, Regional Finance Director evelynw@lighthousemedia.com.sg Circulation & Database June Tan, Senior Database Operations Executive junet@lighthousemedia.com.sg Management Tony Kelly, Managing Director tk@marketing-interactive.com Justin Randles, Publisher jr@marketing-interactive.com
好創意的力量 THE POWER OF GOOD IDEAS When was the last time you saw a commercial that really moved you? Difficult, right? Maybe it was during the Super Bowl earlier this year, or perhaps in the lead-up to the Winter Olympics? I can almost guarantee it wasn’t while you were watching Journey to the West on TVB. The number of bad commercials we see on screens in Hong Kong is alarming. If I hear another jingle performed by a “rapper”, I may very well throw my TV off the balcony. I’m the first to admit creativity is a subjective topic and what I like personally may very well be considered awful to someone else. But hell, I’ve got reasonable taste and writing about the creative industry for an extended period gives you more exposure to the world of commercial art than your average person. Good ideas have power. They move people, and inspire them to share and watch over and over again. So why then do we see so few? Time is probably a major factor. Hong Kong is a rushed city and we’ll sacrifice the time it takes to get something right, just for the sake of getting it done. A lack of metrics supporting this theory that ideas get results? This, I believe is changing and some in the industry are moving towards a proven business argument for bold creative moves. Cost is perhaps a big factor – but really, what’s the price of brainstorming a great idea? It’s hard to underestimate the power of creativity today, even though a fair chunk of the industry seems to do exactly that. In this issue we have collected a diverse set of ideas to hopefully help you towards a more creative path. I hope you like it.
上一次看到一個感動你的廣告是何時﹖很難 答，對不對﹖或許是今年較早前超級碗期間， 又或者是冬奧前夕﹖ 我肯定絕對不是在收看無線《西遊記》的 時候。 在香港電視上看到的劣質廣告數目驚人， 如果我再聽到一個由「說唱歌手」唱出台詞的 廣告，我很可能會把電視從露台丟出去。 我首先承認創意是很主觀的，我個人喜歡 的，其他人可能不屑一顧。然而，我有一定的 品味，而且撰寫有關創意行業的文章已有一段 頗長的時間，比一般人接觸廣告藝術世界的機 會要多得多。 好創意擁有力量，能夠打動大眾，鼓勵他 們去分享以及一而再地觀看。那麼為什麼我們 看到的好廣告這麼少﹖ 時間可能是一個主要因素，香港是一個繁 忙的城市，我們犧牲把事情做好的時間，只為 了趕快完成工作。 沒有衡量標準證明好創意可帶來好結果這 個理論﹖我認為這一點正在改變，而且一些業 內人士正逐漸傾向支持大膽創意的商業論證。 成本或者是一個大問題，但是，構思一個 出色主意的成本是多少﹖ 今時今日不能再低估創意的力量，即使行 業巨頭也是一樣。 今期我們收集各方面的想法，希望幫助你 走向更創新之路。請細閱。
Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@marketing-interactive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd Unit A, 7/F, Wah Kit Commercial Building 300 Des Voeux Road Central, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 To subscribe to Marketing magazine, go to: www.marketinginteractive.com SCAN TO SUBSCRIBE
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編者的話
EDS LETTER
Editorial Matt Eaton, Group Editor matte@marketing-interactive.com Jennifer Chan, Reporter jenniferc@marketing-interactive.com Tracy Chan, Bilingual Sub Editor tracyc@marketing-interactive.com International Team Rayana Pandey, Editor (Singapore) rayanap@marketing-interactive.com Oliver Bayani, Editor (Philippines) oliverb@marketing-interactive.com Events Cathy Luk, Events Manager cathyl@marketing-interactive.com Susan Tang, Senior Events Executive susant@marketing-interactive.com Cindy Yeung, Events Executive cindyy@marketing-interactive.com Advertising Sales - Hong Kong Josi Yan, Sales Director josiy@marketing-interactive.com Sara Wan, Senior Account Manager saraw@marketing-interactive.com Advertising Sales - International Che Winstrom, Sales Manager (Singapore) chew@marketing-interactive.com Production and Design Shahrom Kamarulzaman, Regional Art Director shahrom@lighthousemedia.com.sg Evisu Yip, Senior Designer evisuy@lighthousemedia.com.sg Finance Evelyn Wong, Regional Finance Director evelynw@lighthousemedia.com.sg Circulation & Database June Tan, Senior Database Operations Executive junet@lighthousemedia.com.sg Management Tony Kelly, Managing Director tk@marketing-interactive.com Justin Randles, Publisher jr@marketing-interactive.com
好創意的力量 THE POWER OF GOOD IDEAS When was the last time you saw a commercial that really moved you? Difficult, right? Maybe it was during the Super Bowl earlier this year, or perhaps in the lead-up to the Winter Olympics? I can almost guarantee it wasn’t while you were watching Journey to the West on TVB. The number of bad commercials we see on screens in Hong Kong is alarming. If I hear another jingle performed by a “rapper”, I may very well throw my TV off the balcony. I’m the first to admit creativity is a subjective topic and what I like personally may very well be considered awful to someone else. But hell, I’ve got reasonable taste and writing about the creative industry for an extended period gives you more exposure to the world of commercial art than your average person. Good ideas have power. They move people, and inspire them to share and watch over and over again. So why then do we see so few? Time is probably a major factor. Hong Kong is a rushed city and we’ll sacrifice the time it takes to get something right, just for the sake of getting it done. A lack of metrics supporting this theory that ideas get results? This, I believe is changing and some in the industry are moving towards a proven business argument for bold creative moves. Cost is perhaps a big factor – but really, what’s the price of brainstorming a great idea? It’s hard to underestimate the power of creativity today, even though a fair chunk of the industry seems to do exactly that. In this issue we have collected a diverse set of ideas to hopefully help you towards a more creative path. I hope you like it.
上一次看到一個感動你的廣告是何時﹖很難 答，對不對﹖或許是今年較早前超級碗期間， 又或者是冬奧前夕﹖ 我肯定絕對不是在收看無線《西遊記》的 時候。 在香港電視上看到的劣質廣告數目驚人， 如果我再聽到一個由「說唱歌手」唱出台詞的 廣告，我很可能會把電視從露台丟出去。 我首先承認創意是很主觀的，我個人喜歡 的，其他人可能不屑一顧。然而，我有一定的 品味，而且撰寫有關創意行業的文章已有一段 頗長的時間，比一般人接觸廣告藝術世界的機 會要多得多。 好創意擁有力量，能夠打動大眾，鼓勵他 們去分享以及一而再地觀看。那麼為什麼我們 看到的好廣告這麼少﹖ 時間可能是一個主要因素，香港是一個繁 忙的城市，我們犧牲把事情做好的時間，只為 了趕快完成工作。 沒有衡量標準證明好創意可帶來好結果這 個理論﹖我認為這一點正在改變，而且一些業 內人士正逐漸傾向支持大膽創意的商業論證。 成本或者是一個大問題，但是，構思一個 出色主意的成本是多少﹖ 今時今日不能再低估創意的力量，即使行 業巨頭也是一樣。 今期我們收集各方面的想法，希望幫助你 走向更創新之路。請細閱。
Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. For subscriptions, contact circulations at +65 6423 0329 or email subscriptions@marketing-interactive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 Hong Kong: Lighthouse Independent Media Ltd Unit A, 7/F, Wah Kit Commercial Building 300 Des Voeux Road Central, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 To subscribe to Marketing magazine, go to: www.marketinginteractive.com SCAN TO SUBSCRIBE
Matt Eaton Group Editor WWW.M A R K ET I N G - I N T ER A C T I V E.C O M
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Awards night
Friday, 13 June
Lucky for some Venue
JW Marriott Hotel Hong Kong For table bookings and sponsorship opportunities, please contact Josi Yan at +852 2861 1882 or email to josiy@marketing _ interactive.com For more information on the awards, please contact Cindy Yeung at +852 2861 1882 or email cindyy@marketing _ interactive.com Sponsors
Partners
Brought to you by
aotyawards.com/HK