Marketing magazine Hong Kong, October 2019 by Marketing Magazine Group

Contents OCTOBER 2019

Editorial Rick Boost, Editor Simon Yuen, Senior Journalist Tracy Chan, Bilingual Sub Editor James Foster, Sub Editor Advertising Sales Karen Yung, Sales Director Sandra Lui, Senior Account Manager Alvis Ng, Senior Account Manager

Editor’s letter

編者的話 4

Briefing

簡報

Design Production Julia Li, Senior Graphic Designer

12 Ad Watch

Circulation Deborah Quek, Circulation Manager

廣告點評

The three food delivery kings: How Deliveroo, Foodpanda, and Uber Eats rule Hong Kong’s meals on wheels. 外賣業三大王者: Deliveroo、 Foodpanda及Uber Eats如何稱霸香

港外賣速遞行業

20 Snapped

營銷活動花絮

Marketing Cyrus Ching, Marketing Executive

36 Ask Jack Event Production Selina Kwok, Senior Event Producer Venus Cheung, Event Producer

44 Job Shuffle

人事變動

Event Services Melissa Tam, Senior Event Manager Sharon Chu, Senior Event Executive Fiona Ng, Event Executive Event Delegate Sales Nicholas Lam, Senior Project Executive Gloria Yam, Senior Project Executive Gigi Ip, Project Executive

Master Report: 2020 Social Media Forecast. 2020年社交媒體預測

Management Vivien Peters, Publisher

PR Awards 2019. 卓越公關大獎 2019

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

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

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通過複雜的顧客行為更好地了解顧客體驗

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OCTOB E R 2 019 MARK E TING H ON G KON G 1

編者的話

EDS LETTER

FOLLOW THE LEADER 跟隨領袖 Leadership, for lack of another term, is the ruling concept in marketing. A manager leads their team with a vision and strategy. A brand leads its consumers to its products and services with a guiding hand. A company or agency strives to take the lead among its competitors. Communication, creativity, technology, and data all have a place, but the binding principle between them all is leadership. It is a driving force that pulls them together and gives them a combined purpose beyond their individual functionality. It is leadership that propels a winning brand or agency ahead of the pack. And, as this is an industry based around being recognised, what better place to do that than out in front? Now that’s all well and good, and the stuff of a thousand motivational speeches, but what helps is actually understanding what goes into great leadership. And this issue is packed with stories that should provide insights into just that. For our lead article, I spoke with three leaders at Hong Kong’s three leading food delivery brands – Deliveroo, Foodpanda, and Uber Eats – about how they’ve led the way in establishing an entirely new market in this region. Another leader we’ve spoken to is Desmond Ku, who founded The Bridge Agency, a team that in a short amount of time has garnered several major clients and won a number of awards. On the subject of awards, we have brought to you our coverage of PR Awards 2019 where the region’s greatest public relations leaders were honoured for their work. And we also have another new source of tips to reach the top. In this issue we have launched an entirely new feature, Ask Jack, where your burning questions can be answered by a leading (if fictional) expert in the field. So follow my lead and turn the page.

領導能力（因為沒有另一個詞語），是市場推廣的執行理念。管理者以遠見及策略領導團隊。品牌指導消費者選擇其產品及服務。企業或代理公司致力在競爭者中佔據主導地位。溝通、創意、科技及數據均佔一席位，但領導能力是當中的凝聚力。領導能力是拉攏它們在一起的驅動力，並賦予其超越各自功能的綜合目標。領導能力是一個品牌或代理公司成功的關鍵。而且，市場推廣是一個講求認可的行業，有甚麼比領先更能獲得認可？說起來冠冕堂皇，更成為上千篇勵志演說的材料，但真正有幫助的是理解如何培養良好的領導能力，今期雜誌有多篇報導提供相關的見解。今期封面故事，我訪問了香港三大領先外賣速遞品牌 Deliveroo、Foodpanda及Uber Eats，了解它們如何在這個地區領先建立全新的市場。此外，我們亦訪問了 The Bridge Agency 創辦人 Desmond Ku，該團隊在短時間內已贏得多個重要客戶及許多獎項。獎項方面，今期雜誌還刊載「卓越公關大獎2019」的報導，以表揚該地區最傑出的公關領袖。我們還提供另一個有助精益求精的新資訊。今期雜誌我們推出一個全新專欄「Ask Jack」，任何迫切的問題都可得到行業領先（虛構）專家的解答。因此，請跟隨我翻開雜誌。

Rick Boost Editor

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編輯飯局

OUT TO LUNCH

OUT TO LUNCH 編輯飯局 TODAY’S SPECIAL: DESMOND KU, FOUNDER AND DIRECTOR OF THE BRIDGE AGENCY 今日嘉賓：The Bridge Agency Limited創辦人兼總監Desmond Ku

We’re perched at the Peak Galleria – the entirety of Hong Kong stretching out from our table’s view at 37 Steakhouse & Bar – as Desmond Ku strolls in. Yet, though he’s dressed in an immaculately stylish suit from Joyce, it’s actually the ear to ear grin he’s wearing that immediately grabs Marketing’s attention. “Clients say I have a lovely smile and that I’m very energetic!”, he says with a laugh. And we’re inclined to agree. As we tuck into our red prawn carpaccio starter, he explains his agency’s vision: “Our mindset is that we’re not just paid to do the job, we want to work with a client to make the project great at meeting their objectives. We want to develop friendships between the agency and client, not so strictly business, not so focused on earning money.” Founded only five years ago, the agency is branded after a symbol for the strength found in connections, and in more ways than one. “We try to bring different parties together; we try to connect different vendors,” Ku says. “The ‘Bridge’ in Cantonese translates as ‘ideas’. And we want these ideas to connect different parties for success.” Hang Lung Properties is a great example of the tight bonds The Bridge Agency forms with clients to deliver on that promise of success. It’s an award-winning partnership so close WWW.M A R K ET I N G — I N T ER A C T I V E.C O M

that Ku’s team regularly attends campaign development brainstorming sessions to provide PR perspectives from inception. “We can tell them, is this newsworthy? Is this going to be easy to sell to the media? We sit in the meeting from day one just like we’re on the same team.” The waiter serves us our steaks as he informs me that it’s that level of trust his team’s approach engenders which has allowed The Bridge Agency to demonstrate its influencer knowledge with the blessing of clients. “Clients have to be open-minded because we often propose people they don’t know. They may know the stars on [local broadcaster] TVB or in the movies, but they don’t know the international influencers, and they only know the figures like, ‘oh they have one million followers’,” he says. “They trust and believe in our understanding of the correlation between the campaign and the influencers and they trust me and trust my team. We make it happen.” Whether it be drawing mathematics professor (and Instagram hunk) Pietro Boselli to Café de Coral’s Italian coffee launch, or bringing Brazilian gymnast Arthur Nory Mariano to Fashion Walk’s King Of Sport campaign, it’s hard to argue with the results. And it’s not by accident, Ku’s team uses its extensive media connections to gauge every choice before they pull the trigger. “We try to identify the influencers that will have a strong viral effect and before we invite them we make sure the media would love to focus on and feature the influencer. We try to maximise the ROI.” A decadent chocolate dessert ends our meal as we ask Ku a burning question. At six people, The Bridge Agency is a lean fighting machine, but why hasn’t he chosen to rapidly expand and bring on more clients? “We won’t take too many jobs at the same time. We want to maintain the quality of our work,” he explains. He even admits that after winning the Best in Show – Agency and Best Boutique Agency prizes at the PR Awards 2019, multiple competitors were asking for his services, but that he turned several down to stay loyal to the clients he considers friends. “In my perspective, we can’t earn all the world’s money. Being happy is better instead,” he says, with of course, a smile.

我們正坐在山頂廣場的37 Steakhouse & Bar餐廳，餐桌前，維港景致一覽無遺。此時Desmond Ku 踏入餐廳，他身穿筆挺整潔的Joyce時尚西裝，但立即引起《Marketing》注意的卻是他燦爛無比的笑容。他笑說：「客戶說我的笑容很親切，而且我很有活力！」我們對此表示同意。在品嚐紅蝦刺身頭盤時，Ku向我們解釋其代理公司的理念：「我們的心態是不僅收錢辦事，還希望與客戶合作，使項目能夠成功達成其目標。我們希望與客戶建立友誼，不是只談公事，不只著眼於賺錢。這家成立短短五年的代理公司以展示連接力量的符號作為商標，而且當中的含義不止於此。「我們致力將各方連接在一起，我們致力連接不同的供應商。」Ku說：「『The Bridge』意指『度橋』的『橋』，我們希望這些『橋』能夠將各方連接起來，共享成功。」 The Bridge Agency與客戶建立緊密的聯繫，並實踐幫助客戶取得成功的承諾，恆隆地產就是一個好例子。雙方合作無間，屢獲殊榮，Ku的團隊會定期參與恆隆地產的推廣活動發展構思會議，在構思的初步階段為其提供公關意見。 Ku說：「我們可以告訴他們，這有新聞價值嗎？容易賣給傳媒嗎？我們從第一天開始就參與會議，仿似是同一支團隊一樣。」侍應生為我們送上牛扒，Ku告訴我，正是其團隊所採取的方式獲得客戶如此信任，讓The Bridge Agency 能夠在客戶的支持下，展示其對網紅方面的知識。「客戶必須保持開放的態度，因為我們經常向他們推薦不熟悉的人選。他們可能認識［本地廣播公司］無綫電視或電影的明星，但他們不認識國際網紅，他們只知道這些人物『哦，他們有100萬名粉絲。』他們信任並相信我們了解推廣活動與網紅之間的關聯，他們信任我並信任我的團隊，我們成功做到這一點。」無論是邀請數學教授（兼Instagram男神）Pietro Boselli主持大家樂意式咖啡概念餐廳揭幕禮，還是邀請巴西體操運動員Arthur Nory Mariano出席「Fashion Walk King of Sports盛夏慶典揭幕禮」活動，結果勝於雄辯，而且成功並非偶然，Ku的團隊運用其廣泛的傳媒聯繫來評估每一次選擇，然後再採取行動。「我們嘗試尋找擁有強大宣傳影響力的網紅，邀請他們之前，我們要確保傳媒願意關注及報導這位網紅，我們致力爭取最高的投資回報率。」正當美味的朱古力甜品為我們的用餐畫上句號之際，我們向Ku提出一個迫切的問題。The Bridge Agency只有六名員工，人手精簡，為何他不選擇迅速拓展業務並吸納更多客戶呢？ Ku解釋：「我們不會同時接太多工作，我們想保持工作質量。」他甚至承認，贏得「卓越公關大獎 2019」的「最佳表現大獎 — 代理公司」及最佳獨立公關公司組別的金獎後，多家競爭對手都向他們招手合作，但他拒絕了好幾個邀請，以表示對其認為是朋友的客戶的忠誠。 Ku一如既往地笑說：「我認為我們無法賺盡全世界的錢，相反快樂較重要。」 Sponsored by The Bridge Agency.

OCTOB E R 2 019 MARK E TING HO N G KON G 3

COMBATING FAKE REVIEWS 打擊假評論 What’s on? Marketing Excellence Awards What This event recognises excellence across the marketing communications services industry. Where InterContinental Hong Kong. When 7 November. Branding 360 What Take part in Hong Kong’s one and only conference that examines the art and science of branding. Where Hotel ICON. When 20 November.

Many tourists rely heavily on online reviews and ratings before taking in any attractions, visiting local restaurants, and buying travel-related products. However, the proliferation of fake reviews online can be likened to an infestation that’s impossible to completely eradicate. A problem that’s easy to underestimate, its prevalence can go so far as to undermine the very credibility of platforms. TripAdvisor conducted a report about how it has combated fake reviews. 許多遊客到訪任何景點、光顧餐廳及購買旅遊相關產品之前，都會大量參考網上評論及評分。但網上氾濫的虛假評論似乎無法完全遏止，而這個問題的嚴重性很容易被低估，其影響之大甚至會破壞平台的信譽。TripAdvisor發表有關其如何打擊虛假評論的報告。

2018:

TripAdvisor received 66 million reviews from users that were scanned by its fraud detection technology. TripAdvisor收到6,600萬條用戶遞交的評論，並運用其造假檢測科技檢查評論

2,700,000

“The work to be done by brands revolves around ensuring their content creates a perception among consumers of authenticity, honesty, and reality.”

were subject to additional human assessment by content moderators. 條評論由內容審核團隊進行額外人手評估

只有

2.1%

of all reviews were determined to be fraudulent, and 73% of these reviews were blocked before being displayed on TripAdvisor. 的評論被證實造假，其中73%的評論在發布前已被攔截

Martin Alintuck, Managing director, Southeast Asia, Ruder Finn.

Source: The 2019 TripAdvisor Review Transparency report.

羅德公關東南亞董事總經理馬文濤

資料來源：《2019年TripAdvisor評論透明度報告》

4 M A R K E T I N G H O N G KO N G O C T O B E R 2019

of all review submissions were rejected or removed due to guideline violations or apparent instances of review fraud.

的評論由於違反評論指引或明顯造假而被拒絕或刪除

Only

「品牌的任務是令消費者認為其內容真實、誠實及現實。」

4.7

34,643

businesses were subject to a ranking penalty, a reduction of a property’s position within the popularity of traveller rankings. 家企業受到排名懲罰，在受旅客歡迎程度排名中降級。

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BRANDED CONTENT

GUERLAIN #BEEGARDEN X WORLD BEE DAY

法國嬌蘭 #BEEGARDEN x 世界蜜蜂日 Spreading love, joy and positivity through #BEELOVEBELOVED. 透過#BEELOVEBELOVED散播愛、歡樂與正能量

Since 1828, Guerlain has been proudly sharing an inseparable bond with bees. PierreFrançois-Pascal Guerlain, the founder of the French beauty house, created the one-andonly Eau de Cologne Impériale fragrance for the Empress Eugénie to mark her wedding to Napoleon III. This summer, the House of Guerlain brought some fresh and energetic elements to town. Bee Garden was held on May 20 – the World Bee Day, and Guerlain celebrated the meaningful occasion with a unique charity event that belongs to each of us in Hong Kong, cheering us up and spreading the concept of #BEELOVEBELOVED. Paying homage to its French roots, and taking inspirations from Ouessant Island, where Guerlain preserves biodiversity and protects the habitat of its resident bees, Guerlain believes it should protect places that provide resources. Bee Garden served as an exemplary demonstration of Guerlain’s determination to protect nature and elevate its sustainable spirit to the next level through educating future generations by repurposing wood. Putting the concept of corporate social responsibility into action, Guerlain joined hands with Plan International Hong Kong for

this year’s project. It was a campaign aimed at supporting various projects for the humanitarian organisation, including building schools, funding scholarships for underprivileged students, providing training to parents and teachers, as well as promoting interactive learning environments. It was an honour to have Louis Koo, Kay Tse and Christine Kuo join the Bee Garden campaign. All of them took part in the shoot and shared positive mottos throughout the campaign, aimed at reminding audiences that love is never constrained by any shape and form. The Bee Garden campaign provided personal experiences during a fun and aweinspiring digital journey. The interactive games and social media sharing throughout helped spread positive vibes with loved ones and rewarded those who contribute to making our community a better place. The Bee Garden campaign successfully drew customers’ awareness and built hero products to stand out in the market. This stunning success won Guerlain the gold award in the category of Best PR Campaign – Health and Beauty at Marketing magazine’s PR Awards 2019.

自 1 8 2 8 年以來，法國嬌蘭一直與蜜蜂有著密不可分的聯繫。此法國美容品牌的創辦人 Pierre-François-Pascal Guerlain 為紀念尤金妮皇后與拿破崙三世大婚，特別為皇后打造了獨一無二的「Eau de Cologne Impériale」帝王之水，自此與蜜蜂結下不解緣。今年夏天，法國嬌蘭為本港帶來充滿活力的新鮮元素，於5 月20日世界蜜蜂日舉辦屬於每位香港人的特別慈善活動「Bee Garden 油•花園」以慶祝這個有意義的日子，為大眾打氣及傳播#BEELOVEBELOVED的活動理念。秉承法國傳統，並從法國烏埃尚島汲取靈感，法國嬌蘭堅信應保護產品原材料的來源地，因此致力保護當地的生物多樣性及蜜蜂棲息地。「Bee Garden 油•花園」活動彰顯了法國嬌蘭保護自然的決心，並通過以回收再造的木具融合於會場當中來教育下一代，將其可持續發展精神提升至另一新層次。為履行企業社會責任理念，法國嬌蘭與國際培幼會（香港）合作舉辦今年的項目，以支持該人道主義組織的多個項目，包括在發展中國家興建學校、為貧苦學生提供獎學金、為父母及老師提供培訓、以及推廣互動學習環境。這次很榮幸邀請到古天樂、謝安琪及苟芸慧參與「Bee Garden 油•花園」宣傳活動，他們參與拍攝宣傳，並分享正面的座右銘，希望提醒大眾「愛」永遠不會受到任何對象及形式所限制。「Bee Garden 油•花園」宣傳活動以有趣積極的方式，提供個人化的數碼體驗旅程。互動遊戲及社交媒體分享有助大眾向摯愛傳播正能量，並向為建設更美好社區而作出貢獻的人給予獎勵。「Bee Garden 油•花園」宣傳活動成功吸引消費者的注意，並幫助品牌的皇牌產品在市場上脫穎而出。這項驚人的成就使法國嬌蘭在《Marketing》雜誌舉辦的「卓越公關大獎2019」中，榮獲最佳公關宣傳項目 — 健康及美容組別的金獎。

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OCTOB E R 2 019 MARK E TING HO N G KON G 5

專題報告

FEATURE

THE THREE FOOD DELIVERY KINGS

外賣業三大王者

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專題報告

FEATURE

HOW DELIVEROO, FOODPANDA, AND UBER EATS, RULE HONG KONG’S MEALS ON WHEELS Deliveroo、Foodpanda及Uber Eats 如何稱霸香港外賣速遞行業

Hong Kong’s food delivery scene is cookin’. While barely existent a few short years ago, branded scooters ferrying meals back and forth across town are now an unavoidable sight. Yet, rather than a score of contenders, control of the market rests securely in the hands of three brands – Deliveroo, Foodpanda, and Uber Eats. Rick Boost has put each to the flame to find out if this seemingly tenuous balance can be sustained or if the situation will inevitably boil over. 香港外賣速遞行業正大展拳腳。興起短短幾年，印有品牌標誌的外賣車穿梭市內送餐現已司空見慣。儘管引來大量競爭者，但市場仍牢牢掌控於

Deliveroo、Foodpanda及Uber Eats三巨頭手中。Rick Boost逐一專訪三大品牌，探討這個看似微妙的平衡能否持續，情況又會否難免失控。

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OCOTB E R 2 019 MARK E TING HON G KON G 7

專題報告

FEATURE

Left to right: Alex Law, Brian Lo, Raj Beri

Game of thrones Hong Kong’s food delivery kingdom has three potential rulers, with equally valid claims. There may be slight differences in the exact number of riders sporting their livery, and restaurants waving their banners. They manage fleets of around 3,500 delivery staff, while the quoted number of partnered restaurants for each lies somewhere between 2,500 and 6,000. But in reality, these are just the base mechanics. For Deliveroo, Foodpanda, and Uber Eats, service awareness, brand recognition, and customer loyalty are the measurements that count. But achieving any of these has up until recently been an uphill battle in untested territory. “The penetration is not extremely sufficient in Hong Kong compared to other markets in Asia,” says Alex Law, head of marketing at Foodpanda Hong Kong. Launching locally in 2014, it was the first food delivery service of its kind to hit the Hong Kong scene, a stranger in a strange land. Law explains: “We were quite an undeveloped market. And we were making a lot of changes to consumer mindsets and behaviour, introducing this new model.” A year later in 2015, competition arrived in the form of Deliveroo’s local launch. But even though Foodpanda had begun the groundwork in educating the public on new food delivery services, its new rival wasn’t going to find things easy, as it was entering a dining culture that had evolved in an unconventional fashion. “Other markets traditionally had that marketplace exist for like five or even 10 years. 8 M A R K ET I N G H O N G K O N G O C T O BER 201 9

So those markets were more developed from the perspective that people were already used to the idea of food delivery, which was previously being executed by the restaurants themselves and Hong Kong never really had that,” explains Brian Lo, general manager for Hong Kong and Taiwan at Deliveroo. “In Hong Kong, I think we skipped that step when we started doing food delivery ourselves on top of having that listing of multiple restaurants in the marketplace.” Uber Eats was the last to hit the scene in 2016 and even by then, local habits were still relatively unchanged, with only around 5% of the city’s estimated food experiences being via delivery. Raj Beri, regional manager for Uber Eats APAC, explains: “When you look at the percentage of the city that probably uses food delivery on a regular basis, it’s probably smaller than other cities in Asia.” But he is optimistic, adding: “When you look at all the options available to people I actually think the size of food delivery in two to three years in this market is gonna be much much bigger than it is today as well.” And though it was a tough start, Law lays out how rapidly things have changed. “Three or four years ago, we all had about 1,000 restaurants, but right now we’re all heavily penetrating into the market and getting more restaurants on board, and therefore, more customers.”

權力的遊戲香港外賣速遞王國有三大潛在霸主，它們有同等實力問鼎寶座。外送員及合作餐廳的實際數字可能略有偏差。三大品牌管理約3,500名車隊外送員，每個品牌的合作餐廳數目約2,500至6,000家不等，而實際上這些只是基本配套。對 Deliveroo、Foodpanda及Uber Eats而言，服務知名度、品牌知名度及顧客忠誠度是至關重要的衡量標準，但直至最近，在新興市場實現這些目標變成一項艱鉅的任務。 Foodpanda香港市場總監Alex Law說：「相比亞洲其他市場，香港的市場滲透率不夠高。」 Foodpanda於2014年登陸本港，是首個打入香港市場的外賣速遞服務平台，一個出現在陌生市場的陌生品牌。 Law解釋：「香港當時是一個尚未開發的市場，我們引入這種嶄新商業模式為消費者的心態及行為帶來許多改變。」一年後的2015年，Deliveroo在本港推出服務，正式加入戰團。儘管Foodpanda在教育大眾有關新興外賣速遞服務方面已打下基礎，但加入這種以非常規方式發展的餐飲文化，新加入的競爭對手亦難以輕鬆發展。 Deliveroo香港及台灣區總經理羅家聰解釋：「一般來說，外賣速遞模式已在其他市場出現了5年、甚至10年，這種服務以往一向由餐廳自行提供，大眾已習慣外賣速遞的概念，因此那些市場較為發達，而香港從未有過這類服務。」「除了在市場上列出多家餐廳外，我認為我們一開始在香港自行推出外賣速遞服務時跳過了那一步。」 Uber Eats於2016年加入香港市場，是最遲加入的經營者即使在那個時候，本地消費習慣仍然相估計本港當時只有約5%的餐飲體驗來自外賣速遞。 WWW. MARK E TING– IN TE RAC TI VE . C OM

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Heavy weighs the crown Awareness has not been the only issue delivery platforms have had to overcome. One major cultural hurdle all three agree has taken work has been to shift Hongkongers’ perceptions towards even the concept of ordering in, reserved usually for celebrations. “It used to be something for a special meal, like ordering pizza once a week for the family,” Beri says. “You’re now seeing more disposable income in markets such as Hong Kong going towards food that is not cooked at home.” The first customers to actually embrace the idea of ordering food on a regular basis were office workers. “People are pressed for time and work the longest hours in Hong Kong. The weather isn’t exactly pleasant to walk out in especially in the summer. And in many areas at lunchtime, restaurants are packed,” Lo says. “The early adopters of the service were professionals pressed for time who were more digitally savvy and who might be more open to eCommerce. I think that group lends itself to people who would try out online food delivery services a bit more.” Those early adopters wedged open the door to making the practice acceptable. But it’s still a ways to the ultimate goal of all three services: to have customers regularly ordering breakfast, lunch, and dinner through the service daily. Yet, there has already been a major shift away from workday lunches being the big earner, as Law explains: “Young families are ordering a lot during weekends. We have seen demand during weekends rise amazingly.” But Law believes reluctance towards ordering in has another potential cause, Hong WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

“We bring a

unique value proposition for customers and restaurants.”

「我們已為顧客及餐廳帶來獨特的價值主張。」 Kong’s extremely high number of eating establishments within walking distance. As Law says: “People will still use their mobile phones to call the cha chaan teng downstairs.” Beri agrees that it’s a factor, saying: “The city is very dense, people are used to going out their front door and having hundreds of options available to them. I think things like pickup are just very common here as well.” That pickup pattern certainly contributed to the adoption of a pickup service option by all three providers. But Lo strongly disagrees with the others that proximity has had anything to do with pushback. He explains: “The reason why people traditionally haven’t ordered in the past is not because they’re too close to restaurants, it’s because on the platforms themselves people can’t find the restaurants they want.”

Uber Eats亞太區總經理Raj Beri解釋：「看看香港恆常使用外賣速遞服務的百分比，可能比亞洲其他城市要小。」但他很樂觀，並補充說：「看看大眾現時的所有選擇，我確信香港外賣速遞市場未來兩至三年的規模將比現時大得多。」儘管是一個艱辛的開始，但 Law 指形勢迅速轉變。「三、四年前，我們只有約1,000家合作餐廳，現時我們大規模滲入市場，吸引更多餐廳合作，因此亦吸引更多顧客。」欲戴王冠，必承其重知名度並非這些外賣平台必須克服的唯一問題。三大品牌均認同要解決一個主要文化障礙，就是改變香港人普遍認為開慶祝派對才叫外賣的觀念。 Beri說：「以往通常是特別的一餐，例如一家人一星期叫一次外賣薄餅。」「但現時看到香港等市場有愈來愈多可支配收入轉向用於非自煮食物消費。」首批接受恆常叫外賣概念的顧客是辦公室職員。羅家聰說：「香港工時最長，時間緊迫；天氣不理想令人不想外出用餐，尤其在夏天；午飯時間多區餐廳亦大排人龍。」「最早使用這項服務的是時間緊迫的專業人士，他們較精通數碼科技，並可能較容易接受電子商務，我認為這類人較願意試用外賣速遞服務。」那些較早使用服務的人士打開大門，使外賣速遞服務變得普及，但與三大服務商要實現的終極目標：讓顧客每天恆常使用服務訂購早、午、晚餐外賣仍有一段距離。但正如 Law 解釋，上班日午餐外賣作為最大收入來源的情況已出現重大轉變：「年輕家庭在週末經常叫外賣，我們已看到週末的外賣需求激增。」但Law認為不願叫外賣的另一個潛在原因，是香港的餐廳成行成市，正如Law所言：「大眾仍然會使用手機買樓下茶餐廳的外賣。」

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On that note, the trio of platforms tell Marketing how they have been rapidly expanding their menus to incorporate a more diverse range of cuisines. And some of those palate additions are themselves already having a knock-on effect on ordering habits. Law provides one example, after including more street food options: “People didn’t expect bubble milk tea would play a significant role in food delivery, but right now we’re seeing a lot of growth in people ordering it during the day at around 3pm for their colleagues or families at tea time.” Royal decrees Adapting menus to meet demand is also the reasoning behind one of several innovations for Hong Kong’s delivery platforms, virtual brands. Beri provides his own bubble tea flavoured analogy: “If you’re a hotpot restaurant and you also want some insights into some other cuisines that you can offer just for delivery that are maybe popular in the Mong Kok area, then we would provide some data and insights and we can help restaurants be like, I’m gonna spin up this bubble tea brand that I can have just for delivery, utilise my kitchen space and get extra revenue.” According to Lo, Deliveroo’s own virtual brands have been proven to increase revenue for operators by 50% to 80%. Initiatives like this are part of a larger strategy by the platforms to support their listed restaurants. Lo says: “We see ourselves as a partner to restaurants, not just a service provider. Where, aside from helping restaurants deliver food, we think of how to enhance their brand. We think about how to share some of the risks and expansion of their business. We help them think about other revenue increases beyond just 1 0 M AR K ET I N G H O N G K O N G O C T O BER 201 9

putting their food on the delivery platform.” The huge amount of data on hand from thousands of user interactions means that in addition to advising what to serve, the delivery platforms can provide invaluable information on the thought processes behind customer choices and their journeys to a final purchase. Furthermore, they can advise restaurants on changes to their services based on factors like time of day (such as providing breakfast options or extending opening times) and even pricing. Law tells Marketing how Foodpanda has encouraged some outlets to provide budget options that will constitute a full meal. “Imagine an average Hongkonger, they may be looking at meal options that just cost 50 to 60 dollars. Rather than focus purely on premium options, we’re trying to make sure the seven million people in Hong Kong, or at least the 4.5 million adults, are getting delivery as accessible as possible.” Upcoming advancements and expansions for these platforms include more radical changes from what’s normally expected of a food delivery service. For instance, all three services have been embracing walkers in addition to riders to reach every nook and cranny of Hong Kong’s terrain. But, in a bolder move, in December 2018, Deliveroo opened its Food Market in Sai Ying Pun, a brick and mortar eatery that also acts as a satellite kitchen for multiple restaurants to expand their delivery range. And Foodpanda is planning to open one of its own similar Central Kitchens later this quarter. Another planned launch for Foodpanda’s next quarter is something Uber Eats is also putting in motion, grocery delivery. It’s a bold step for an industry in a town that only recently needed convincing just to get online and order. Defining the Uber Eats customer of tomorrow, Beri says: “I envision it as someone

Beri同意這是一個因素，他說：「香港人口非常密集，大眾習慣走出大門，街上有過百種的餐飲選擇，我認為外賣自取等情況在香港亦很普遍。」這種外賣自取模式，無疑是三大服務商提供外賣自取服務選項的一個因素。但羅家聰強烈不贊同另外兩位認為餐廳鄰近與外賣不普及有任何關係的觀點。他解釋：「大眾以往不叫外賣的原因並非因為他們離餐廳太近，而是因為他們在外賣平台上找不到自己想要的餐廳。」關於這一點，三位受訪者向《Marketing》表示他們的平台正迅速擴大菜單，以提供更多元化的餐飲選擇，其中一些新增美食正對大眾的外賣習慣產生連鎖反應。 Law舉例指增加更多街頭美食選擇之後：「大眾沒想過珍珠奶茶都可以成為外賣速遞的主角，但現時愈來愈多人每天下午3時下午茶時段為同事或家人訂購珍珠奶茶外賣。」皇家法令虛擬品牌是香港外賣速遞平台推出的多項創新之一，而調整菜單以滿足需求也是推出這項創新服務背後的原因。 Beri以珍珠奶茶作比喻：「如果您經營一家火鍋餐廳，並想了解一些其他可以只供外賣的旺角人氣美食，我們可提供一些數據及洞悉，幫助餐廳建立一個只提供外賣服務的珍珠奶茶品牌，利用餐廳的廚房空間賺取額外收入。」羅家聰表示，Deliveroo的自家虛擬品牌已證明可為營運商增加 50%至 80%的收入，此類舉措是這些平台支持其合作餐廳的較宏觀戰略一部分。羅家聰說：「我們不僅是餐廳的服務供應商，更視自己為餐廳的合作夥伴。除幫助餐廳速遞食物外，我們還思考如何幫助其宣揚品牌，思考如何分擔些風險並助其擴展業務。除了將食物放在外賣平台上外，我們還幫助他們思考其他增加收入的方式。」數以千計用戶互動所產生的大量數據意味著除了提供服務建議外，外賣速遞平台還可提供有關顧客選擇、消費旅程、以至最終消費背後的思維過程的寶貴資訊。此外，他們可以根據每天不同時段（例如提供早餐選擇或延長營業時間）、甚至價格等因素，為餐廳提供有關調整服務的建議。

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Law向《Marketing》表示，Foodpanda鼓勵一些商戶提供優惠套餐選擇。「想像一下，普通香港人可能正尋找 50至 60元的餐飲選擇，與其只著眼於貴價選擇，我們致力確保香港700萬人，或至少 450萬名成年人能夠盡可能買到外賣。」這些平台即將推出的革新及擴展，包括有別於一般外賣速遞服務的徹底變化。例如除駕車外送員外，三個平台均聘請徒步外送員，讓服務能夠伸展至香港每一個角落。Deliveroo於2018年12月踏出更大膽一步，於西營盤開設實體餐廳「共享廚房」，同時作為多家餐廳的衛星廚房以擴大其外賣範圍。而Foodpanda正計劃在本季稍後時間開設類似的中央廚房。 Foodpanda下個季度計劃推出的新產品，也是 Uber Eats的計劃之內，那就是雜貨配送服務。對於一個最近才開始興起網上購物的城市來說，這是行業邁出的大膽一步。 Beri如此形容Uber Eats的未來顧客：「我將其想像成一些想要無縫美食體驗的人，因此他們不太在意『這是餐廳，這是雜貨店，我在這裡用餐，我在這裡取貨。』他們只希望一切隨手可得。」

who wants a seamless experience with food and so they’re not really concerned with, ‘Hey this is a restaurant, this is groceries, this is me dining in, this is me picking up’. They just want everything at their fingertips.” Splitting heirs The question remains: moving forward is this town going to continue to be big enough for the three of them to comfortably operate in? “The fact that there are a lot of players in this space in Hong Kong to me is a good thing,” Beri says. “It shows that this market is gonna be pretty large, as will its potential, so we always see competition as a good thing. “We think it’s so early days for food delivery in Hong Kong that there is room for multiple players to exist. What we’re excited about is that we do believe we bring a unique value proposition for customers and restaurants that over time will also bring great traction here in Hong Kong.” Law concurs with that assessment, saying: “I would say there’s room to grow for any companies in the market and opportunities for everyone. There’s definitely room for two or three. But we’re building a more sustainable business model for momentum beyond that.” He adds: “We were first in the market and because of that we temporarily lost our focus on user experience and service quality, but then Deliveroo and Uber Eats arrived so now WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

繼承者們

it’s intense and we’re focused. They’re not our biggest competitor. Our biggest competitor will be the market itself as we get more and more customers and they order more.” Likewise, Lo agrees they can all share the sandpit, if with a slightly cheeky motive: “We love it because from our perspective these guys are trying to help us educate the broader market about the pros and cons of food delivery. It actually helps us introduce people into first-time users of food delivery as a category itself and it’s helping us expand the pie.” He concludes: “While other people pay for the acquisition cost of these customers into the food delivery category, these customers will end up using Deliveroo!”

問題仍然存在：繼續發展下去，這個城市足以容納這三個平台和平共存嗎？ Beri說：「我認為香港這個行業有眾多參與者是一件好事。」「這表明這個市場的發展規模及潛力將會很大，因此我們始終認為有競爭是一件好事。」「我們認為香港的外賣速遞行業發展尚在早期階段，仍有足夠空間讓多個參與者共存。最令我們感到興奮的是，我們相信已為顧客及餐廳帶來獨特的價值主張，隨著時間發展，亦將會在香港產生巨大吸引力。」 Law認同這個看法，並表示：「我會說市場上的任何企業都有足夠的發展空間，每個人都有機會，市場絕對足以容納兩家或三家公司，但我們正建立更可持續發展的商業模式，以實現更高的目標。」他補充說：「我們最先打入市場，因此曾短暫失去對用戶體驗及服務質量的關注，但隨後Deliveroo 及Uber Eats出現，競爭變得激烈，我們變得專注。他們不是我們的最大競爭對手，隨著顧客及他們的訂單愈來愈多，我們的最大競爭對手將會是市場本身。」羅家聰同樣認同他們可以共享這個市場，當中帶點私心：「我們喜歡這樣，因為從我們的角度來看，這些平台正致力幫助我們向更多人宣揚外賣速遞的利弊，這的確有助我們吸引大眾嘗試使用外賣速遞服務，並有助我們擴大市場規模。」他總結道：「其他人為吸引顧客選用外賣速遞服務而付出，而這些顧客最終會選擇 Deliveroo！」 OCOTB E R 2 019 MARK E TING HO N G KON G 1 1

觀點

OPINION

Kitty Tang Creative director Reprise Hong Kong

AD WATCH 廣告點評

HOT: STAYFREE INDIA | PROJECT FREE PERIOD

NOT: SHOPEE SINGAPORE 9.9 SUPER SHOPPING DAY

A great insight and a simple idea make for a powerful campaign. The Stayfree Project Free Period leverages an insight that all women share, and then mirrors it to a serious truth in India. This campaign had a tremendous impact on me. It is always a positive thing to see commercial brands taking on social responsibility projects, but we often see brands struggle to find relevant insights to make a case to play in that space. In this example, Stayfree cleverly demonstrates what’s relevant. It has taken its brand belief and applied it to a real-life crisis, successfully bringing mass awareness to a massively taboo reality, and then taken it a step further to help effect a change. I hope it continues with the programme, and that it successfully brings about long-term results to help more women in need in India and around the world.

This ad immediately grabbed my attention, the reason? Well, it’s Cristiano Ronaldo, of course, so as a football fan, I clicked and jumped right into it … but it left me with a bunch of question marks. Personally, this ad does not work for me because of its overuse of elements and executions, and a complete lack of any real context or idea. I know that a great idea might not always be the key element to a great ad. A great ad can be memorable because of its outstanding art direction, or a surprising twist in storytelling. Shopee Singapore 9.9 Super Shopping Day has none of that, it’s a mash-up of bits of everything which in my opinion makes it quite difficult to comprehend. However, perhaps because it does have a bit of everything – a world-class celebrity athlete, kicking a football, doing a random dance, and of course, “baby shark” – it could be a successful ad. Who knows? But just not a great one!

讚: Stayfree India | Project Free Period

彈: Shopee Singapore 9.9 Super Shopping Day

出色的見解及簡單的概念成就具強大影響力的推廣活動。Stayfree Project Free Period善用所有女性共鳴的見解，反映出印度社會的嚴肅現實。這個廣告對我產生巨大的影響。商業品牌參與社會責任項目當然是一件好事，但品牌往往缺乏相關的見解在該方面發揮影響力。 Stayfree的例子巧妙地示範了何謂相關。他們將自己的品牌理念應用於現實生活的危機之中，成功引起大眾關注社會廣泛禁忌的現實，並進一步採取措施來幫助實現改變。我希望他們繼續實行該計劃，並希望該計劃能成功取得長遠成果，幫助印度及世界各地更多有需要的婦女。

這個廣告立即引起我的注意，原因？當然是因為C朗拿度，作為一名球迷，我毫不猶豫立即點擊收看…但廣告卻給我留下一堆問號。該廣告對我起不了作用，因為它過度使用特效及執行方式，並完全缺乏任何真實的背景或概念。我明白好的廣告不一定要有好的概念，出色的藝術指導，或者故事情節中令人驚喜的反轉，都可以令人對好的廣告留下深刻印象，但Shopee Singapore 9.9 Super Shopping Day沒有具備任何這些元素，它只是將所有東西大雜燴，我認為這令人難以理解。但或者正因為它包含一切：世界級體育明星、足球、隨機舞、當然還有神曲《Baby Shark》，這個廣告或者會成功，誰知道？但卻不是一個出色的廣告！

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2020 social media forecast: From health check to a crystal-ball solution 2020年社交媒體預測從健康檢查到預測解決方案。 An old saying goes: “May you live in interesting times.” It is meant to imply that times of chaos are more dangerous, but life-enhancing than eras of stability and boredom. 2019 would seem to be the perfect time to put that to the test. Regardless of the wider torrent of issues marketers worldwide face today, industry practitioners in Hong Kong have had to tackle the ramifications of ongoing political discontent. This summer of protests has left visible marks on almost every major sector, with retail and hospitality taking big sales hits. But in the spirit of the above saying, some would argue that rather than panic or turtle up, it is the moment for marketers to up their game, get the best tools, and seize the opportunities that are still very much out there. Hong Kong is still a vibrant city, full of people with wants, likes, and needs, that are more important to understand than ever before. In this Master Report, digital director at KREW DIGITAL, Ken Cheung, looks forward to 2020. He walks us through how his team has rejected just being reactive to data and has championed a proactive response that builds on combining information sources. Cheung also provides examples of how the KREWatch tool has helped clients outdo their KPIs by taking that cold data and making it tell stories about users’ interests, likes, and behaviours. In so doing, he hopes to show the qualitative rather than the quantitative value of the information at our fingertips and provide a crystal ball to see into the interesting times that lie ahead for the city’s marketing community.

俗語有云：「願你生活在有趣的時代。」這句話暗示活在亂世比安穩平淡的時代危險，但生活會更有趣，用於2019年似乎最適合不過。不管現今世界各地的市場推廣人員要面臨更多的問題，香港的業界人士都不得不應對持續政治爭議所帶來的後果。今夏的示威活動幾乎在每個主要行業留下明顯的烙印，其中零售及酒店業的生意額受到重創。但正如上述所言，有人會認為與其驚慌失措，市場推廣人員不妨趁機提升水平、獲取最佳工具、並抓緊外面仍然存在的許多機會。香港仍然是一個生機蓬勃的城市，到處都是充滿渴望、興趣、需求的人，了解他們比以往任何時候都更重要。在今期的「Master Report」，KREW DIGITAL數碼營銷總監Ken Cheung對2020年作出展望。他分享其團隊如何不再被動地根據數據作出反應，而是成功結合不同的訊息源主動出擊。Cheung亦引用例子解釋KREWatch工具如何運用冷冰冰的數據來講述符合用戶興趣、喜好及行為的故事，從而幫助客戶超越其關鍵績效指標。他希望藉此展示現時隨手可得的訊息的定性而非定量價值，並預視本港市場推廣業界即將到來的有趣時刻。

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Insights for 2019: Take every step cautiously Since June of this year, political unrest has delivered a staggering blow to Hong Kong’s economy as well as the daily lives of its people. Some marketers have even decided to put summer campaigns on hold due to the turmoil. This has only been compounded by the nature of marketers to take a passive and conservative approach when planning for marketing activities. In Q4 2019 (and even 2020) a “lab test” approach may not be suitable, as every cent counts. At times like this, there are several frequently asked questions from marketers that still need to be properly addressed. Who will be our target audience? What are their interests? Which media channels should we use? Why should we use this creative approach?

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Behaviour over metrics The optimum solution to all those aforementioned questions stems from “behaviour”. Oftentimes, marketers perform “health checks” for clients, relying on social listening metrics of fan growth and the engagement levels of social media preferences. Yet, this information may not be enough if you’re aiming to uncover truly great insights. Have you ever had that experience of going to a cha chaan teng where the server remembered your order from the day before? It might have even left you feeling warm inside the first few times. But what if this persists for an extended period? The server only acted according to your “history” and “statistics”. And though it’s easy to recall previous orders, creating a tailor-made

2019年洞悉：謹慎行事自6月以來，政治動盪對香港經濟及市民日常生活造成沉重打擊。鑑於市場動盪，一些市場推廣人員甚至決定暫停推出夏季推廣活動。更糟的是，在計劃市場推廣活動時，市場推廣人員的取態傾向較保守被動。「實驗室測試」方式每一步都需要花錢，因此未必適用於2019年第四季度（甚至2020年）的推廣活動。在這種時勢下，仍要適當解決一些市場推廣人員經常提出的問題：誰將成為我們的目標受眾？他們對甚麼感興趣？我們該使用哪些媒體渠道？我們為何要使用這種創意方式？行為比指標重要上述所有問題的最佳答案源於「行為」。市場推廣人員通常會根據粉絲增長的社交聆聽指標，以及社交媒體偏好的參與度為客戶進行「健康檢查」，但要發掘真正深入的見解，這些訊息未必足夠。

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有沒有試過去茶餐廳吃飯，侍應記住了你前一天的訂單？最初幾次可能還會讓人感覺窩心。但如果侍應一直都只是根據你的「歷史記錄」及「統計數據」下單呢？記住以往的訂單很容易，但採用新食材為食客度身訂造獨特風格的菜單肯定不那麼容易。同樣地，市場推廣人員就像餐廳侍應，而客戶就像餐廳食客。怎樣才能更深入了解顧客的口味？有人會在構思新菜單時，研究食客還喜歡哪些其他餐廳及菜式以獲得有用的見解。為簡化工作流程並獲得更好的結果，我們開發專利工具「KREWatch」以捕捉社交媒體用戶的足跡。我們希望通過查看目標受眾追蹤的社交媒體渠道，甚至他們曾簽到的地方，更好地了解他們的網上行為。通過了解他們喜歡的品牌、與他們互動的KOL、甚至他們訂閱的媒體渠道，我們可以輕易繪製出受眾的社交媒體旅程。這些興趣屬性有助市場推廣人員更好地了解受眾，指引我們構建一個全面的內容規劃。因此，推出的「新菜單」將與顧客更息息相關，而採用的「食材」及「風格」理應更具創意。

menu with new ingredients and a unique style is surely not as easy. Similarly, marketers are like restaurant servers, while clients are like restaurant goers. How can we understand more about a customer’s taste? One might start by researching what other restaurants and dishes they also like to gain helpful insights when preparing a new menu for the near future. In order to facilitate a smoother workflow and a better result, we’ve developed our proprietary tool “KREWatch” to capture the footprints of social media users. We hope to gain a better understanding of the online behaviours of a target audience by looking at the social media channels they have followed, and even the physical locations they have checked into.

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By uncovering the brands they like, the KOLs they have interacted with, and even the media channels they have subscribed to, we can easily map out an audience’s social media journey. These interest attributes offer a better understanding of the audience, essentially guiding us to develop a comprehensive persona for content planning. Hence, the “new menu” created would have higher relevance, while the “ingredients” and “style” used would be more reasonably creative. Out-of-the-box analysis for an outstanding campaign An international department store appointed us to promote its 2019 mega sales event. Based on the big data analysis from our KREWatch tool, we found our audience loves illustrations

以下看一些案例研究... 創意分析打造出色推廣活動一家國際百貨公司委託我們負責推廣其2019年大型促銷活動。根據我們KREWatch工具的大數據分析，發現怪叔叔及草日漫畫、以及微辣等製作平台深受受眾歡迎，因此我們與這些方面合作打造推廣活動，製作多個與上述促銷活動相關的輕鬆原創故事。該推廣活動大獲成功，錄得15萬次社交互動。在活動開幕當天，有25萬人次到訪，整個活動吸引超過200萬名訪客，客戶的網店銷售額也錄得 40%的增長。 Facebook群組八卦及Google地圖評論的隱藏力量對於委託我們代理其社交營銷業務的商場客戶，我們在升級工具時持續提升客戶的社交媒體聆聽服務範圍。由於網上討論已從網上論壇轉移到社交媒體渠道，升級工具現時可整合 Facebook群組討論及 Google地圖評論，以確定目標對象的興趣，從而在客戶制訂社交推廣活動及提升常規用戶內容時，為客戶提供全新的角度。我們成功借助網頁式廣告，取得比客戶KPI高 15%的結果，而參與度往往比客戶KPI 高出 5%至 7%。憑藉這個成功秘訣，即使經過投標過程，我們亦成功爭取與客戶續約。

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by Cuson and Chao Yat, as well as production channels such as Manner. We thereby created a campaign leveraging on these parties and created light-hearted original stories relevant to the sales event. The result was outstanding with up to 150,000 recorded social engagements. On the event’s launch day, there were 250,000 visits, while the entire event drew over 2,000,000 visitors. Our client also achieved a 40% sales increase for its online store’s performance. The hidden power of FB group gossips and Google map reviews For our shopping mall social retainer clients, we’ve continued to refine the client’s social media listening service scope as we upgrade our tool. Since online discussions have shifted from online forums to social media channels, the upgraded tool can now identify a persona’s interest by integrating buzz from Facebook groups and Google map reviews, thus providing the client with a completely new angle when formulating social campaigns and improving regular tenant content. We were able to achieve 15% more than KPI with our page-like ad, and the engagements were always 5% to 7% better than KPI. This

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winning formula gained us a contract renewal even after going through the pitching process. Data-driven campaign idea achieved 200% more engagement Which influencer should we partner with? Why did we develop the storyboard this way? We owe the answers to our KREWatch data. An electronics brand assigned us to work on its Father’s Day campaign. Data analysis revealed the audience liked aspiring actress Karen Law, as well as content by “100 thousand reasons to aggravate my girlfriend”. Leveraging on this useful data, our video campaign outperformed the client’s expectations. Total impressions hit 2,000,000 and total engagement was up to 4,500. This campaign’s performance was 200% better than the client’s usual campaigns. Better ad targeting for social and SEM The secret to effective targeting for social media/digital media ads lies within one word – interest. A thorough understanding of an audience’s interests is the key to success. According to Facebook data, 22% of our ad engagements are above average. For search engine marketing performance on our

數據主導的推廣活動概念使參與度提高200% 我們該與哪位網紅合作？我們為何以這種方式打造故事情節？答案在於我們的KREWatch數據。一個電子品牌委託我們負責其父親節推廣活動。根據數據分析顯示，形象正面的女藝人羅堃尉，以及「十萬個激嬲女友的理由」這篇文章獲得受眾歡迎。運用這些有用的數據，我們的影片廣告表現超出客戶的期望，總曝光率突破 200 萬，總互動次數高達4,500次，廣告表現比客戶往常的推廣活動高出200%。更好的社交媒體及搜索引擎營銷廣告定位社交媒體／數碼媒體廣告定位的成功秘訣在於一點：興趣。全面了解受眾的興趣是成功的關鍵。根據Facebook的數據，我們有22%的廣告錄得高於平均水平的參與度。至於我們的客戶項目在搜索引擎營銷方面的表現，根據Google的數據，我們的頁面絕對優先曝光率可高達25.23%，遠高於其他高排名的對手。水晶球效應：我們已有答案根據受眾的主動及被動社交媒體行為，了解他們的縱向及橫向興趣，有助我們進一步規劃具針對性的宣傳及銷售策略。憑藉我們的經驗及廣告監控能力，我們的分析數據可提供更準確的結果預測，我們正確預測逾九

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client projects, according to Google data, our absolute top-of-page rate could reach up to 25.23%, much higher than other top players. Crystal ball effect: we’ve got the answer Understanding an audience’s vertical and horizontal interests, drawn from one’s active and passive social media behaviours, we can then further plan a targeted communication and sales strategy. From our experience and ad monitoring capability, our analysis can provide an even more accurate result estimation. Over 90% of our campaigns were correctly estimated and 10% of them outperformed. Instead of relying on quantitative analysis, we’re leaning toward the qualitative approach

for the analysis of social media and digital campaigns. The data revealed provides so-called “crystal ball effects”, offering helpful insights with more projection power in terms of context, rather than mere figures. 2020: Survival of the fittest Hence, looking forward to 2020, analysis is the key to survival, and also success. Be it a mini-scale SEM media placement or a massive integrated marketing campaign, we insist on running our KREWatch analytics tool to dig out different levels of insights when formulating creative ideas. The entrepreneurial spirit is an essential component of our DNA. And we’ll keep it alive as we leap into the new year.

成的推廣活動結果，其中有一成的推廣活動效果超出預期。我們不再依賴定量分析，而是傾向使用定性方法來分析社交媒體及數碼推廣活動。顯示的數據提供所謂的「水晶球效應」，不僅提供數字，還提供實用的洞悉，能夠更全面反映實況。 2020年：適者生存展望 2020年，分析是生存及成功的關鍵。無論是小型搜索引擎營銷媒體投放，還是大型綜合市場推廣活動，我們都堅持在構思創意時運用我們的 KREWatch分析工具來發掘不同層次的見解。創業精神是我們的重要 DNA組成部分，踏入新一年，我們將繼續保持這種精神。

ABOUT KREW KREW is a local social media agency affiliated to JERVEX, an experience agency network comprised of a range of fastgrowing digital agencies specialising in user experience, marketing technology and system integration – namely ZLASHY, CYMBALLE and HYPHON. As one agile team, we turn complexity into simplicity. We are seamlessly connected to create transformative, multi-disciplinary campaigns and experiences by combining the best techniques in creativity, innovation and data.

關於KREW KREW LIMITED是JERVEX旗下的本地社交媒體代理公司。JERVEX是一個由多家高速發展的數碼代理公司組成的體驗代理公司網絡，成員包括ZLASHY、CYMBALLE及HYPHON，這些代理公司專門從事用戶體驗、營銷科技及系統集成等業務。作為一支靈活的團隊，我們化繁為簡，結合創意、創新及數據方面的最佳技術無縫合作，以打造跨領域的創新推廣活動及體驗。

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焦點

SPOTLIGHT

SNAPPED 快拍 TUMI CONCEPT STORE OPENS AT K11 MUSEA DATE: 17 September. VENUE: K11 MUSEA. 1. Located at K11 MUSEA in Tsim Sha Tsui, Hong Kong’s latest luxury shopping mall, TUMI’s new concept store features an eight-metre wall made from 45 rotating sculptures that resemble suitcases. 2. To celebrate the opening, TUMI collaborated with Hong Kong artist Bao Ho to create an exclusive collection and custom digital artwork.

3. The “TUMI x Bao Capsule

Collection” included two backpacks, a tote bag, two travel cases, and a dangler.

4. The store has adopted a sleek design concept with glass shelving and freestanding components. The storefront window has been moved back to maximise the visual impact of the feature wall.

Birdie’s latest student plan launch event DATE: 10 September. VENUE: Mr & Mrs Fox. 1. Kevin Huang, head of Birdie, hosted the press event for its latest contract-free monthly student plan. 2. The plan offers an unlimited

data roaming service from 1-6am every day, aiming to attract mobile gamers who “constantly play online multiplayer video games at night”.

3. Before turning into a mobile

services provider in 2018, Birdie was an arm of telecommunications services provider SmarTone, selling prepaid SIM cards.

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SPOTLIGHT

LUSH’s first Asia naked shop opens in Causeway Bay DATE: 18 September. VENUE: Causeway Bay. 1. The store is Lush’s first naked shop in Asia, as the company hopes to help Hong Kong reduce its packaging waste.

2. The naked store offers a wide range of items, including shampoos, soaps and skincare products, all displayed without packaging.

3. Located at Great George Street,

the shop is the brand’s fourth naked store after Milan, Berlin, and Manchester. It has an upstairs education zone exhibition space

4. Customers can use the dedicated app to scan the item they are interested in, displaying details of the product on the user’s phone.

Delvaux flagship store opening at K11 Musea DATE: September. VENUE: K11 MUSEA. 1. The facade of the flagship store was inspired by the masterpiece Stoclet Palace mansion in Brussels, designed by architect Josef Hoffmann in 1905. 2. Delvaux chairman and CEO

Jean-Marc Loubier worked with Milanese architectural studio Vudafieri Saverino Partners to create the store.

3. To celebrate the opening,

Delvaux presented a “Les Miniatures Hong Kong” set, including a locally inspired panda, junk, and teapot.

4. The store includes a bar area as a meeting point, providing a sociable space for customers to relax and chat.

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Over the decades, the standard roles and duties of PR have continuously evolved, transforming into something incomparable to their original form. And yet, the core of PR has always been, and still is, about communicating narratives that form emotional connections, and crafting stories from which audiences will be able to construct meaning. A capable PR person has to uncover positive messages from within an organisation and translate those messages into positive stories. This year’s nominated campaigns have demonstrated that a creative, yet engaging approach, can generate good results – both in terms of ROI and in the eyes of our independent jury. This year’s PR Awards jurors studied some of the most exciting campaigns and communication initiatives in the region. They tirelessly put each entry under the microscope to pinpoint the core elements that made up the best and brightest examples of PR for 2019. 數十年來，公關的標準角色及職責不斷演變，已變得面目全非。然而，公關的核心一直是通過敘述故事來引起共鳴，並打造對受眾有意義的故事。出色的公關人員必須發掘出企業內在的正面訊息，並將這些訊息轉化為正面的故事。今年獲提名的推廣活動，無論在投資回報率方面，還是在我們獨立評審團的眼中，都證明具吸引力的創意方式可換來好結果。今年的「卓越公關大獎」評審們研究了該地區最精彩的推廣活動及宣傳策劃，他們孜孜不倦地細心鑽研每個作品，精心挑選出成就 2019年最佳及最出色公關項目的核心元素。

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MUSIC PARTNER

WINE PARTNER

STYLE PARTNER

VIDEO PRODUCTION PARTNER

JUDGES GIGI FENG Regional Corporate Affairs Director

Amgen

SARAH LEUNG Former PR and Communications Director – APAC Michael Kors

JOYCE CHIU Assistant Corporate Director, Corporate Communications Café de Coral Holdings

RITA NGAI Head of Communications

Microsoft Hong Kong

MARTA DALL’AGNOLA Head of Communication, Hong Kong

Calzedonia

KEN LUNG Head of Corporate Communications Octopus Holdings

JASON YEUNG General Manger – Hong Kong Chope

GERALDINE IP Public Affairs, Health and Value Director

Pfizer Hong Kong

MARCUS CHANG Director, Public Relations and Marketing, APAC

Giuseppe Zanotti

NATALIE YUEN Senior Manager, Corporate Affairs Prudential Hong Kong

HELEN CHEUNG General Manager of Corporate Affairs K. Wah Group

JACKIE DUNN Marketing and Partnerships Director

Quintessentially

ERIN ATAN Group Corporate Affairs Director

Jardine Matheson

LYNNE MULHOLLAND Director, Group Corporate Affairs The Hongkong and Shanghai Hotels

SERENE TAN Director of Public Relations Langham Hospitality Group

BONNIE KO Communications Lead, Hong Kong and Macau

Uber

GRAY CHAN Associate Director – Corporate Communications

Manulife Hong Kong

ANNIE CHENG Head of Corporate Communications Visa China

BARRY SUM Director, Corporate Relations, Asia McDonald’s

JUDY KWAN General Manager, Communications and Public Affairs

West Kowloon Cultural District Authority

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Best Use of Smart Data Analytics

Best PR Campaign – Lifestyle and Entertainment

GOLD

Friso

Lee Tung Avenue Management Company

Campaign: Chatbot and Community Management Development Agency: PRIZM

Campaign: The Spirit of Christmas Agencies: MAKEITLOUD, C3 Project Management Company

SILVER Sun Hung Kai Real Estate Agency Brand: apm Campaign: apm all-encompassing digital football gala

SILVER Sun Hung Kai Real Estate Agency Brand: Landmark North Campaign: Landmark North x Emoji™ Sports Fiesta Agency: Betake Marketing (HK)

BRONZE Link Asset Management Brand: Temple Mall Campaign: Temple Mall – Red & Gold

BRONZE GoPro Campaign: “Nothing Ever Becomes Real Till It Is Experienced” Agency: BlueCurrent

Best Reputation/Brand Management Campaign

Best Creative PR Idea

GOLD

Carlsberg Brewery Hong Kong

Coca-Cola China

Campaign: Bonaqua – A Warmer Winter Without Waste Agency: Pinocchio Communications SILVER Café de Coral Group Campaign: Café de Coral Community Spring Feast 2019 Agency: The Bridge Agency BRONZE Liverpool FC Campaign: We Are Liverpool, This Means More: Bringing LFC’s core values to life in Greater China Agency: FleishmanHillard Hong Kong

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Brand: GUINNESS Campaign: Guinness Connoisseur Bar Agency: MSLGROUP SILVER Link Asset Management Brand: Lok Fu Place Campaign: Lok Fu Place Oh!ympics BRONZE 7-Eleven Hong Kong & Macau, The Dairy Farm Company

Campaign: “A Childhood dream come true” Classic Disney redemption program

Best PR-Led Integrated Communications

Best PR Campaign – Partnership/Sponsorship

GOLD

Brand: Lok Fu Place Campaign: Lok Fu Place Summer Freeze

Brand: FWD Campaign: FWD NORTH POLE MARATHON 2019 Agency: MSLGROUP

Link Asset Management

SILVER Hang Lung Properties Brand: Fashion Walk Campaign: Halloween Styloween Hong Kong Zombie Walk Agency: The Bridge Agency BRONZE Sunkist Growers Brand: Sunkist Campaign: Share What’s Real Agency: Edelman

Best PR Event

FWD HONG KONG

SILVER FWD Campaign: FWD X Special Olympics collaboration: Empowering people to live lives to the fullest Agency: Sinclair BRONZE Cigna International Markets Campaign: Converting Hearts & Minds Agency: Elite Step Asia

Best PR Campaign – Consumer Brand

GOLD

Campaign: GAIA, The Earth Exhibition Agency: Impact Communications

Brand: Landmark North Campaign: Landmark North x Emoji™ Sports Fiesta Agency: Betake Marketing (HK)

Lee Tung Avenue Management Co. and Citywalk Management Co.

SILVER Hang Lung Properties Brand: Fashion Walk Campaign: Halloween Styloween Hong Kong Zombie Walk Agency: The Bridge Agency BRONZE TUMI Campaign: TUMI x Chris Pratt @ The TUMI Loft Agencies: PLUG AGENCY, FREMENT PR, LORE, AWETHENTIC

28 M A R K E TIN G H O N G KO N G O CTO B ER 2019

Sun Hung Kai Real Estate Agency

SILVER TUMI Campaign: TUMI x Chris Pratt @ The TUMI Loft Agencies: PLUG AGENCY, FREMENT PR, LORE, AWETHENTIC BRONZE Mead Johnson Nutrition Campaign: Mead Johnson Nutrition 50th Anniversary – Innovation Is Timeless Agency: Ogilvy Hong Kong

Best Promotional Campaign

GOLD

China Hong Kong City, Lee Tung Avenue

Campaign: The Moon Rabbit Lumiere Agency: Boxing Promotions

Best Influencers Strategy

GOLD

Clockenflap

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

Campaign: GAIA, The Earth Exhibition Agency: Impact Communications

SILVER Coca-Cola China Campaign: Bonaqua – A Warmer Winter Without Waste Agency: Pinocchio Communications

BRONZE TUMI Campaign: TUMI x Chris Pratt @ The TUMI Loft Agencies: PLUG AGENCY, FREMENT PR, LORE, AWETHENTIC

BRONZE Verizon Media Brand: Yahoo Hong Kong Campaign: Yahoo Esports Game On Agency: Above The Line Company

Best Engagement – Mass Community

Best Result-Driven Campaign

SILVER Lee Tung Avenue Management Co. and Citywalk Management Co.

GOLD

Campaign: The Spirit of Christmas Agencies: MAKEITLOUD, C3 Project Management Company

Brand: apm Campaign: apm’s Football Fever Hat Track Campaign

Lee Tung Avenue Management Company

SILVER Hang Lung Properties Brand: Fashion Walk Campaign: Halloween Styloween Hong Kong Zombie Walk Agency: The Bridge Agency BRONZE Lee Tung Avenue Management Co. and Citywalk Management Co

Campaign: GAIA, The Earth Exhibition Agency: Impact Communications BRONZE the pulse Campaign: the pulse Endless Summer – The Hidden Planet Agency: INICIO WORKSHOP

Sun Hung Kai Real Estate Agency

SILVER Hang Lung Properties Campaign: Hang Lung Properties – Fortune Walk Agency: The Bridge Agency BRONZE Hong Kong Tourism Board Campaign: 10th Edition of Hong Kong Wine and Dine Festival

O CTO B ER 2019 M A R K E TIN G H O N G KO N G 29

Best PR Campaign – Banking & Finance

GOLD

Bowtie Life Insurance Company

Campaign: Brand Launch Campaign Agency: Edelman

SILVER Crypto.com Campaign: Planting Seeds for the Crypto Spring Agency: The Hoffman Agency

Best PR Campaign – Corporate Social Responsibility

GOLD

Lee Tung Avenue Management Co. and Citywalk Management Co.

Campaign: GAIA, The Earth Exhibition Agency: Impact Communications

SILVER Samsung Electronics H.K. Company Brand: Samsung Electronics Hong Kong Campaign: Samsung Solve for Tomorrow 2018 – Imagination that Connects the World Agency: Pulse Communications

BRONZE Manulife Hong Kong Brand: Manulife Campaign: Manulife Tax-Deductible Solutions Launch Campaign Agencies: FleishmanHillard, Weber Shandwick, mcgarrybowen

BRONZE DBS Bank (Hong Kong) Campaign: Live Kind – A Different Imagination Agency: HK01 Company

Best Storytelling Strategy

Best PR Campaign – Food and Beverage

GOLD

Campaign: Mead Johnson Nutrition 50th Anniversary – Innovation Is Timeless Agency: Ogilvy Hong Kong

Mead Johnson Nutrition

SILVER Cigna International Markets Campaign: Converting Hearts & Minds Agency: Elite Step Asia BRONZE Alipay Payment Services (HK) Brand: AlipayHK Campaign: Infinite Possibilities BRONZE Lenovo Brand: ThinkVision Campaign: Lenovo ThinkVision First Global B2C Social Videos Agency: Ketchum 3 0 M A R K E TIN G H O N G KO N G O CTO B ER 2019

Mead Johnson Nutrition

SILVER Carlsberg Brewery Hong Kong Brand: GUINNESS Campaign: Guinness Connoisseur Bar Agency: MSLGROUP BRONZE Maxim’s Caterers Brand: Hong Kong Day Campaign: Hong Kong Day – Together We Support HK Agency: RSVP Communications BRONZE Marco Polo Hongkong Hotel Campaign: Marco Polo German Bierfest 2018

Best Launch/Rebranding

Best PR Campaign – Health and Beauty

GOLD

Campaign: Open to Re-invention Agency: Chance Communications

Brand: Guerlain Campaign: Bee Garden Agencies: Spring Public Relations, SEKGAMDONG

The Mills

SILVER 7-Eleven Hong Kong & Macau, The Dairy Farm Company

Campaign: 7-SIGNATURE Dim Sum Redefined – Wholehearted, Simple and Tasty Agency: Boxing Promotions

Guerlain Hong Kong

SILVER Unilever Brand: Lux Botanicals Campaign: LUX Natural Paradise Agency: RSVP Communications

BRONZE Bowtie Life Insurance Company Campaign: Bowtie Launch Campaign Agency: Edelman

BRONZE AstraZeneca Hong Kong Brand: FluMist® Quadrivalent Campaign: Flu Matters Agency: PRPPL Consultancy

Best Use of Technology

Best Use of Social Media

GOLD TUMI

Campaign: TUMI Installation Series Agencies: PLUG AGENCY, LORE, AWETHENTIC, FREMENT PR, BUZZ AGENCY

GOLD

Hong Kong Housing Society

Campaign: Building an Engaged Online Community

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

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

BRONZE MTR Corporation Brand: PopCorn Campaign: PAPAPA Party Summer Event@PopCorn Agency: DDPR

BRONZE FWD HONG KONG Brand: FWD Campaign: FWD NORTH POLE MARATHON 2019 Agency: MSLGROUP

O CTO B ER 2019 M A R K E TIN G H O N G KO N G 31

Best PR Campaign – Public Awareness

GOLD

AstraZeneca Hong Kong

Brand: FluMist® Quadrivalent Campaign: Flu Matters Agency: PRPPL Consultancy

Best Experiential Campaign

GOLD

Carlsberg Brewery Hong Kong

Brand: GUINNESS Campaign: Guinness Connoisseur Bar Agency: MSLGROUP

SILVER Amgen Asia Holding Brand: Amgen Campaign: Fight the Fracture Agency: TBWA

SILVER Lee Tung Avenue Management Co and Citywalk Management Co.

BRONZE Lee Tung Avenue Management Co and

BRONZE Hang Lung Properties Campaign: Hang Lung Properties – Fortune Walk Agency: The Bridge Agency

Citywalk Management Co.

Campaign: GAIA, The Earth Exhibition Agency: Impact Communications

Best Engagement – Targeted Community

Campaign: GAIA, The Earth Exhibition Agency: Impact Communications

Best Real-Time Response

GOLD

Brand: Yahoo Hong Kong Campaign: Yahoo Esports Game On Agency: Above The Line Company

Campaign: Allianz Global Investors – Income Strategies – All Weather Campaign Agency: Beyond Digital Solutions Hong Kong

Verizon Media

SILVER Cityplaza Campaign: Maker House 2018 Agency: Above The Line Company BRONZE Hong Kong Disneyland Resort Campaign: Ant-Man and The Wasp: Nano Battle! Agency: GHC Asia

32 M A R K E TIN G H O N G KO N G O CTO B ER 2019

Allianz Global Investors

SILVER Link Asset Management Campaign: Link x Moomin “Pack Lunch with Love” BRONZE Link Asset Management Brand: Temple Mall Campaign: Temple Mall – Red & Gold

Best Boutique PR Agency

Campaign of the Year

GOLD TUMI

Campaign: TUMI x Chris Pratt @ The TUMI Loft Agencies: PLUG AGENCY, FREMENT PR, LORE, AWETHENTIC

GOLD

The Bridge Agency

SILVER

SILVER Hang Lung Properties Campaign: Hang Lung Properties – Fortune Walk Agency: The Bridge Agency

Katherine Amara PR

BRONZE BlueCurrent

BRONZE Swire Properties Campaign: Swire Properties and the V&A present Shoes: Pleasure and Pain Agency: Sinclair

Best Use of Content

GOLD

Mead Johnson Nutrition

Campaign: Mead Johnson Nutrition 50th Anniversary – Innovation Is Timeless Agency: Ogilvy Hong Kong SILVER Café de Coral Group Campaign: Café de Coral Community Spring Feast 2019 Agency: The Bridge Agency SILVER Manulife Hong Kong Brand: Manulife Campaign: Manulife Tax-Deductible Solutions Launch Campaign Agencies: FleishmanHillard, Weber Shandwick, mcgarrybowen BRONZE The Hong Kong Jockey Club Campaign: The BMW Hong Kong Derby 2019 O CTO B ER 2019 M A R K E TIN G H O N G KO N G 33

Best of Show – Agency 最佳表現大獎 — 代理公司

The Bridge Agency

The Best of Show – Agency winner this year was The Bridge Agency, which also won a gold award in the category of Best Boutique PR Agency. The agency also won seven silver awards in the categories of Best Engagement – Mass Community; Best Result-Driven Campaign; Best PR Event; Best PR-Led Integrated Communications; Best Use of Content; Best Reputation/Brand Management Campaign; and Campaign of the Year. The team also won one bronze award in the category of Best Experiential Campaign. The big win came after the agency showcased a well-rounded communications strategy by tapping into both online and offline channels for multiple PR touchpoints. Most of the prizes were awarded for the agency’s commendable work on the Hang Lung Properties – Fortune Walk campaign, which enabled customers to enjoy a Sesame Street-themed parade at Fashion Walk, Causeway Bay. For that prize-winning event, Hong Kong-based designer Janko Lam was invited to design a Chinese traditional outfit for several Sesame Street characters. The agency added a modern twist to these wearable art pieces by blending denim materials with traditional cheongsam designs, topped with pop art graffiti and ink splashes to create an eye-catching ensemble. 34 M A R K E TIN G H O N G KO N G O CTO B ER 2019

The campaign successfully captured local awareness and earned coverage both in top print titles and online for a total media value of HK$164 million. In total, the campaign recorded 446 pieces of media coverage and exposure across an audience of 380 million members. Another mass community event that demonstrated the Bridge Agency’s knack for strategy to this year’s judges was its handling of the “Halloween Styloween Hong Kong Zombie Walk” campaign for Hang Lung Properties. Fashion Walk worked with Orbis and Hong Kong Zombie Walk to add CSR and educational elements, crafting a maze where visitors needed to rely on their senses to find their way out. The experience of temporarily losing vision was aimed at raising eye care awareness. Acting as an orienteering fundraising race, Zombie Walk participants had to visit checkpoints in The Black Maze and complete all eye-related challenges at the mall, with all entry fees being donated to Orbis. The Bridge Agency deployed a sophisticated PR programme across print and digital publications, social media, and KOLs to connect with its target audience, generating 374 stories and more than 500,000 video views of teasers and live streams.

今年的「最佳表現大獎 — 代理公司」得主是The Bridge Agency，該公司亦奪得最佳獨立公關公司組別的金獎。該公司當晚還贏得七個組別的銀獎，分別是最佳公關聯繫項目—大眾社區、最佳結果導向公關宣傳項目、最佳公關活動、最佳公關綜合傳訊、最佳內容應用、最佳聲譽／品牌管理項目、以及年度最佳公關宣傳項目。該團隊還獲得最佳體驗式公關宣傳項目組別的銅獎。該公司獲得巨大成功，全賴其善用線上線下渠道作為多個公關接觸點，展現出全面的傳訊策略。該公司為恆隆地產打造的出色宣傳項目 Fortune Walk「芝麻開運『型』新春」活動贏得大部分獎項，該活動以《芝麻街》為主題，在銅鑼灣Fashion Walk商場舉行巡遊，與顧客共慶新春。該得獎活動更邀請香港本地設計師林春菊為一眾《芝麻街》明星設計中國傳統賀歲服裝。The Bridge Agency更突破傳統，選用牛仔布料製作長衫及旗袍，配合Pop Art塗鴉及潑墨，展現出繽紛醒目的現代時尚風格。該活動成功吸引本地消費者注意，並獲得知名刊物及網上媒體報導，獲得的媒體總值達1.64億港元。該活動共錄得 446篇媒體報導，接觸3.8億人。另一個向今年的評審展現出The Bridge Agency出色策略的大眾宣傳活動，是為恆隆地產舉辦的「Fashion Walk: Halloween Styloween香港喪屍行」萬聖節活動。 Fashion Walk與奧比斯及「香港喪Z行」合作，融入企業社會責任及教育元素，打造一個需要訪客依靠感官尋找出路的「闇黑迷宮」。暫時失去視覺的體驗旨在提高大眾的眼睛保健意識。作為一項定向越野籌款比賽，「喪 Z行」的參與者必須走完「闇黑迷宮」的檢查站，並在商場內完成所有與眼睛有關的挑戰，入場費全數捐贈給奧比斯。 The Bridge Agency在印刷及數碼刊物、社交媒體及KOL宣傳方面部署完善的公關計劃，藉此與目標受眾建立聯繫，共生成 374 個故事，其活動預告片及直播亦錄得超過 50 萬次瀏覽次數。

Best of Show – Brand 最佳表現大獎 — 品牌

Mead Johnson Nutrition

Mead Johnson Nutrition (MJN) took home the prestigious title of Best of Show – Brand at PR Awards 2019, with three golds and one bronze award for its Mead Johnson Nutrition 50th Anniversary – Innovation Is Timeless campaign. The outstanding campaign won gold in the categories of Best PR Campaign – Food and Beverage; Best Storytelling Strategy; and Best Use of Content; as well as a bronze in Best PR Campaign – Consumer Brand. The crowd-pleasing campaign was launched from February to April 2019, with the aim of fostering discussion, providing education, and delivering great content among young parents aged 20 to 35. Centred around the results of using MJN infant milk formula, its goal was to demonstrate MJN’s innovation in paediatric nutrition and support for families over the past 50 years. The brand reached out to younger audiences through a series of real stories starring Hong Kong actress Margie Tsang and her son, actor and DJ Sammy Leung and

his daughter, and local influencer Vithia and her son. Rather than using disconnected ambassadors, the campaign chose representatives who had grown up with MJN’s milk formula Each story included a unique focus – such as physical enhancement, brain development, and prematurity – to educate audiences and build trust and credibility among parents. After releasing these stories, MJN published a series of short videos to further educate audiences. These videos played across social media platforms and at an exhibition venue. Reaching more than 380,000 people, they highlighted MJN’s product benefits for brain development and immune system enhancement. The campaign accumulated more than 3.7 million video views and more than 12 million impressions across all digital channels. In addition, according to research company NuanceTree’s Brand Health Study, the number of MJN’s consumers who agreed with the statement – “Recommending this brand makes me proud” – increased from 26% in Q4 2018 to 40% in Q1 2019.

美贊臣營養品（MJN ）憑藉其「香港美贊臣 50週年 — 創新就是永恆」活動贏得三金一銅，並勇奪「卓越公關大獎2019」的「最佳表現大獎 — 品牌」最高殊榮。這項傑出活動在最佳公關宣傳項目 — 餐飲、最佳敘事策略及最佳內容應用組別贏得金獎，並在最佳公關宣傳項目 — 消費者品牌組別奪得銅獎。這個大眾宣傳項目於2019年2月至4月期間推出，旨在促進20至35歲年輕父母之間的交流，並提供教育及豐富的內容。以美贊臣嬰兒配方奶粉的用效為重心，其目標是展示美贊臣過去 50年來在兒科營養及對家庭支援方面的創新。該品牌並非邀請與產品不相關的品牌大使擔當宣傳代表，而是邀請多位美贊臣配方奶粉用家分享其真實故事，藉此吸引年輕受眾，獲邀的代表包括香港女藝人曾華倩及其兒子、演員兼電台主持森美及其女兒、以及本地網紅Vithia及其兒子。每個故事都有一個獨特的焦點，例如增強體魄、大腦發育及早產，以教育受眾，並與父母建立信任及建立品牌信譽。這些故事發布後，美贊臣推出一系列短片，進一步教育受眾，強調美贊臣產品在促進大腦發育及增強免疫系統方面的優勢。這些影片在不同社交媒體平台及展覽場地播出，接觸超過38萬人。該活動在各大數碼渠道上累積超過370萬次影片觀看次數，及 1,200 萬次曝光率。此外，根據市場研究公司 NuanceTree 的《品牌健康研究》，認同「推薦這個品牌讓我感到自豪」的美贊臣用家人數，從 2018 年第四季度的26%增加到2019年第一季度的40%。

O CTO B ER 2019 M A R K E TIN G H O N G KO N G 35

觀點

OPINION

ASK JACK Hard-boiled advice for the modern marketer

Jack So is the co-founder and ECD of So Fuk Yu, the mythical Hong Kong agency found in the pages of Richard Tong’s critically acclaimed series of neon-noir novels. Here, he quells your concerns, solves your problems, and addresses the big issues with uncommon sense. Send your questions to JackSo@marketing.com. Dear Jack: Any tips for a good digital strategy? Binary, Hong Kong.

Dear Jack: Is strategy more important than creative? Tactical, Beijing.

There is no digital strategy, Binary. Just a strategy for a digital world. Try to keep up.

Creative without strategy, is art. Creative with strategy is advertising. And everyone thinks they have a strategy, until they get punched in the face. Mike Tyson said that, just before he got punched in the face. Point is, no strategy survives first-contact with the consumer. And if you don’t have a back-up strategy, you don’t have a strategy. It doesn’t trump creative but, without a strategy, your creative goes nowhere.

Dear Jack: No one seems to understand what I’m saying in meetings. What can I do? Miss Understood, Singapore. You can’t be responsible for what people understand, only what you say. Most meetings are like teaching Urdu to a marmoset. Choose your words carefully, sit back, enjoy the stunning glimpses of the obvious and blinding flashes of averageness that ensues. Know what you bring to the table, and don’t be afraid to eat alone. Dear Jack: I’m thinking of joining an agency. Should I apply for a position in the creative department, account management or media? Intern, Shanghai. Let me put it this way, intern. Creative makes the ads, everyone else makes the arrangements.

Dear Jack: I’ve worked at one company since I joined the industry eight years ago. I’ve been offered a great job somewhere else. Should I take the opportunity, or be loyal to the company that gave me a break. Furniture, Hong Kong. Loyalty is important, up to a point. It’s worth remembering, however, that loyalty is also the trait most admired and valued when people talk about dogs. Maybe it’s time to unleash your potential.

Dear Jack: What’s the best media for a campaign these days? Undecided, Malaysia. If the message is right, who cares what screen people see it on? If the message is wrong, what difference does it make? The most important media space is between the ears. Hit ’em there.

36 M AR K ET I N G H O N G K O NG O C TO BER 201 9

WWW. MARK E TING– IN TE RAC TI VE . C OM

MARKETING EVENTS

TRANSFORMING THE DIGITAL EXPERIENCE THROUGH WEB AND CONTENT MANAGEMENT 通過網站及內容管理改造數碼體驗

Date: 17 September. Venue: The Mira. Sponsor:

38 M A R K ET I N G H O N G K O N G O C TO BER 201 9

On 17 September, some of Hong Kong’s most respected marketing practitioners from a diverse range of industries, including medical, hospitality, travel, finance, telecommunications, and more, gathered for a roundtable discussion on how to drastically uplift digital experiences through improvements to web and content management. Marketing’s lunchtime event, held at The Mira in Tsim Sha Tsui, was sponsored by sponsored by Progress Software whose Content Management Solution, Sitefinity provides frictionless omnichannel experience that flows across web, mobile, chat, and more – even in multi-site and multilingual environments. “You’ve got the database management and you’ve got the digital footprint and you’ve got the big data. Everything you work on is wired to your phone now so we actually know a little bit and can profile them [the customers]. So, it’s currently a challenge for us to construct a digital transformation of our full platform,” said Peggy Jor, general manager for marketing and programme management at Hutchison Telecommunications. Amrit Sethi, senior marketing manager at Excella Travel, a family-run travel company, talked about the challenges presented by innovation. “Marketing is not just about

2019年9月17日，來自醫療、酒店、旅遊、金融、電訊等多個行業、備受尊崇的香港市場推廣人員聚首一堂，透過圓桌會議探討如何通過改善網站及內容管理來大幅提升數碼體驗。《 Marketing》舉辦的午餐會活動假尖沙咀 The Mira 舉行，該活動由Progress Software贊助。Progress Software的內容管理系統Sitefinity提供無縫的全渠道體驗，涵蓋網站、手機、聊天、甚至多網站及多語言環境。和記電訊（香港）有限公司市場推廣及項目管理總經理左蘊嫻說：「現時已有數據庫管理、數碼足跡及大數據，你所做的一切現已連接到手機，因此我們有一點了解，並可對其（顧客）進行概要分析。因此，我們目前面臨的挑戰是如何為我們的平台進行全面的數碼化轉型。」家族式經營的旅遊公司Excella Travel高級市場推廣經理Amrit Sethi談到創新帶來的挑戰。她說：「市場推廣不僅涉及內容，還涉及人性化，我想對此了解更多。關於市場推廣及如何分配預算的聲音太多，我需要學習如何翻新我們的網站，以便建立更大的網絡來網羅更廣泛的受眾。」一個與多位市場推廣人員息息相關的問題不是缺乏內容管理工具，而是他們所採用的系統涉及多個平台，這本身帶來一系列問題。亞洲證券業與金融市場協會（ASIFMA）執行董事兼通訊管理部主管韋高美嘉的團隊運用三個或以上系統來管理內容，她感嘆新引入的數據庫管理系統無法與其任何一個系統妥善連接，而多種不連貫的學習曲線只會令這種情況加劇。

WWW. MARK E TING– IN TE RAC TI VE . C OM

MARKETING EVENTS

content, there’s a hybrid of humanisation I want to learn more about. There’s so much noise and there’s so much about where to dispense your budget. I need to learn how I can revamp our website so I can cast a wider net to find a wider audience,” she said. One issue that several of the marketers could relate to wasn’t a lack of content management tools, but that the system they had in place was a cluster of multiple platforms, which in itself presented its own set of problems. With her team using three or more systems to manage content, Corliss Ruggles, the executive director and head of communications for regional trade association at ASIFMA, lamented how a newly introduced database management system doesn’t connect well to any of them. This was only exacerbated by having multiple disjointed learning curves. “I feel like every time we do something we seem to be adding some other software that you have to learn and you can’t become an expert even in one of them because you have so many others in play,” she said. Citing a previous client of his digital agency that had a similar problem, Paul Yung, consulting director at Bigazines Consulting, proposed the solution of consolidation. He said: “No matter if it’s a website or a B2B or B2C portal, one advantage of using a single CMS (content management system) is that at least you don’t need to train up lots of different people to learn about the systems.” Backing this up was Cammy Choy, alliances consultant at Progress Software. She empathised with how many Progress customers had ended up using a blend of CMS or marketing solutions because different projects in the organisation required different solutions at different times. But she explained how the trend was moving towards something more streamlined. “Many marketers want to merge all the solutions to a single platform because using one will make it easier to manage, and easier to upgrade,” she said. However, she also made it clear that migration is not the only fix available. When several different solutions are already in place, WWW.M A R K ET I N G – I N T ER A C T I V E .C O M

integrating these existing elements, rather than migrating them to a single platform might be preferable. Choy said considering which method to go with was important. There was great consensus between everyone at the event that although benefits and savings were to be had with a unified CMS solution, they often faced pushback. “My industry, security, is very conservative, especially with the current economic situation and I think that marketing is a department where they tend to cut costs and try to restrict spending. That is very challenging,” said Amanda Chang, head of marketing at Guardforce. Agreeing with worries about cost perceptions, Edison Tsui, director of eCommerce at Langham Hospitality Group, said that a further roadblock to pulling the trigger was that the decision often rests solely at the CEO level. He said that individual departments must make an effort to fight for innovation. “You need a CEO that has a vision. Someone who thinks, ‘I need to reform the whole CMS with a really thorough investigation about each of the departments to see how they gel together’,” he said. Yet, that led to the question of what strategy would be the best to educate leadership to come to this realisation. Janis Tse, marketing director at Plaza Premium Lounge Management, presented one solution. “Operational efficiency is something that we really need to highlight. Once you have the operational efficiency – with minimising manual processing and training – in the end you make all the marketing managers happy because you have a tool to use for them to market in their respective regions,” she said. “And then they can do more tactical promotions, they can do more content management, and that will stimulate sales.” As a Two-Time Gartner Peer Insights Customer Choice for Web Content Management, Progress® Sitefinity® is one of the most user-friendly content management systems on the market. For more information about Progress’s Sitefinity, please visit https://www.progress.com/sitefinity-cms

她說：「我覺得好像每次要做甚麼，都必須再學習一些其他軟件，由於同時要應付很多不同的軟件，因此無法成為任何一種軟件的專家。」 Bigazines Consulting Limited諮詢總監Paul Yung引用其代理公司一位曾遇過類似問題的前客戶作為例子，提出合併解決方案。他說：「無論是網站還是B2B或B2C平台，使用單一CMS（內容管理系統）的優點之一，是至少無須培訓很多不同的人來學習那些系統。」 Progress Software聯盟顧問Cammy Choy表示認同，她明白為何有很多Progress 客戶最終會採用CMS或市場推廣綜合解決方案，因為企業的不同項目在不同時間需要不同的解決方案，但她解釋指趨勢正朝著更簡化的方向發展。她說：「許多市場推廣人員希望將所有解決方案合併到一個單一平台，因為這樣會更易於管理及升級。」但她亦明確指出，合併並非唯一解決方法。當目前已有幾種不同的解決方案，將這些現有元素綜合起來，而非合併它們到一個單一平台可能更可取，Choy表示考慮採取哪種方法很重要。大家在活動上達成一個重大共識，儘管使用統一的CMS解決方案既能帶來效益又能節省開支，但經常會遇到阻力。衞安市場推廣部主管Amanda Chang說：「我從事的保安行業非常保守，尤其在當前的經濟形勢下，我認為他們往往會傾向削減市場推廣部門成本並試圖限制其支出，這非常具挑戰性。」朗廷酒店集團電子商務總監Edison Tsui同意對成本觀念的憂慮，並表示進一步妨礙行動的障礙，是決策往往只取決於行政總裁級別的管理層。他表示，各個部門必須為創新而努力。他說：「這需要一位具遠見的行政總裁，認為『我需要改革整個CMS，並對每個部門進行深入的研究，以了解如何將其結合起來。』」然而，這引伸出哪種策略最適合用來教育領導層以實現這一目標的問題。環亞機場服務管理集團市場總監謝凱兒提出一個解決方案。她說：「營運效率是我們必須強調的。一旦擁有高的營運效率，盡量減少人手處理及培訓，便能為市場推廣經理提供一種可用工具，助其打入各自區域的市場，然後進行更多戰術促銷及內容管理，從而刺激銷售，最終令所有市場推廣經理感到滿意。」連續兩次榮獲 Gartner Peer Insights 的「客戶之選」稱號，Progress ® 的內容管理系統 Sitefinity ®是市場上最方便有效的內容管理系統之一。更多關於 Progress Sitefinity 的資訊，請瀏覽 https://www.progress.com/sitefinity-cms。 OCTOB E R 2 019 MARK E TING HON G KON G 39

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DATE: 19 Sep 2019

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GAINING A BETTER UNDERSTANDING OF CX THROUGH COMPLEX CUSTOMER BEHAVIOUR 通過複雜的顧客行為更好地了解顧客體驗 On 19 September, Marketing magazine’s Customer Experience 2019 conference returned to discuss the challenges and share insights on the future of customer experience trends, technologies, and successful strategies. Around 200 high-profile thought-leaders and industry peers gathered in Hong Kong at Hotel ICON in Tsim Sha Tsui to keep abreast of the market through a series of keynote presentations, case studies, and panel discussions. 《Marketing》雜誌於2019年 9月19日再次舉辦「香港顧客體驗大會」，會上探討業界所面對的挑戰，並分享對未來顧客體驗趨勢、技術及成功策略的見解。約200位知名思想領袖及業界人士在香港尖沙咀唯港薈聚首一堂，通過一系列主題演講、案例研究及小組討論了解市場最新動態。

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Listening Lance Kwong, CCO of Asia Miles, kicked off the one-day conference with an opening keynote on how to create strong, yet long-lasting relationships with customers. He highlighted that a successful loyalty programme had to reward the best customers and create a reason to buy repeatedly. “There are four steps to creating strong, yet lasting loyalty,” he said. “First, you need to understand your customers holistically, such as their personal values, perceptions, attitudes, and behaviours beyond transactions through quantitative and qualitative data to generate

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insights, which enables marketers to find out customers’ preferences.” Kwong said the second step was to respond to what customers want. He cited Asia Miles’ online community as a good example, which conducted more than 60 hours of qualitative interviews, along with six focus groups, to hear member voices. After gathering feedback, Asia Miles staged an exclusive engagement event and several member-exclusive flights to respond to demands. He also stated that brands needed to engage with customers in a relevant, yet personal way, and connect to them in the right ways and places. Learning Dr Siu Sai-cheong, director of the deep learning centre at the Hang Seng University of Hong Kong, then explained the relationship between deep learning and the customer journey. “Deep learning can help analyse sentiment,

聆聽「亞洲萬里通」首席商務官Lance Kwong率先發表主題演講，講述如何與顧客建立穩固持久的關係，為一天的會議揭開序幕。他強調成功的忠誠度計劃必須向最佳顧客提供獎勵，並為重複消費創造理由。他說：「建立強大而持久的忠誠度有四個步驟。」「首先，通過定量及定性數據來全面了解顧客，例如他們的個人價值觀、觀點、態度及行為，以獲取交易以外的洞悉，從而幫助市場推廣人員發掘顧客的喜好。」 Kwong表示，第二步是回應顧客的需求。他以「亞洲萬里通」的網上社區為例，該社區與六個焦點小組進行超過60小時的定性訪問，以聽取會員的聲音。收集反饋後，「亞洲萬里通」舉行一場獨家參與活動，以及提供一些會員獨享航班，以回應需求。 Kwong 還表示，品牌須以相關而個人化的方式與顧客互動，並在正確的地點以正確的方式聯繫顧客。

學習香港恒生大學深度學習中心主任蕭世昌博士解釋深度學習與顧客旅程之間的關係。他說：「深度學習有助分析情緒、檢測目標、預測及推薦、以及生成內容等。」

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For example, if a user provides personal data after subscribing and completing the initial registration process, brands can capture more data during subsequent visits to maximise the data set. “Moreover, brands can request information from users after the trust is built. If your customers trust you, they’ll engage you and open up to you,” he said.

detect an object, predict and recommend, and generate content, to name a few,” he said. He then delved into how a chatbot can help better the customer experience. “A compelling chatbot experience needs to have a personality; act as a virtual concierge; tell users that a real-person service is ready at any time, and offer social selling components,” he added. Adding to the data conversation was Sam Wong, a CX advisor at SAP Customer Experience, who spoke on the power of progressive profiling. Specifically, how it helps enrich profiles along the customer journey by using configured logic, based on user profiles, context, and behaviour.

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Understanding In the afternoon, David Kohler, regional head of experience design and culture at Generali Asia, explained what a customer culture is at its core. “The customer culture is a set of shared attitudes, values, goals, and practices your employees have towards people they provide service to,” he said. “But in reality, as nobody owns culture and few people understand it, customer culture initiatives rarely work.” Akina Ho, head of digital transformation and innovation at The Great Eagle Company, concluded the conference on the topic of “Beyond the customer experience along with five senses and what it entails”. “Plenty of Millennials prefer spending money on experiences than material things,” she said. “Sight, sound, scent, touch, and taste are the five senses which are capable of enhancing the brand experience, building up memories, and touching customers’ souls.” She concluded that multi-sensory immersive experiences can be leveraged in multiple channels, which is the key to driving traffic back to retail stores, and retail stores to online.

他進一步解釋聊天機械人如何有助提升顧客體驗。他補充說：「機械人需要擁有個性，才能打造具吸引力的體驗。機械人負責提供虛擬禮賓服務，告訴用戶隨時可以使用真人服務，並具備社交銷售元素。」除有關數據的話題外，SAP Customer Experience 顧客體驗顧問 Sam Wong 在其演講中談到漸進式個人檔案分析如何根據用戶個人檔案、情境及行為，在顧客旅程中運用配置的邏輯豐富顧客的個人檔案。例如，如果用戶在訂閱並完成初始註冊流程後提供個人數據，品牌可在用戶的後續訪問過程中獲取更多數據，從而擴大數據集。他說：「此外，建立信任後，品牌可請求用戶提供訊息，如果顧客信任品牌，他們會願意與之聯繫並提供個人訊息。」

了解午後，Generali Asia體驗設計及文化區域主管David Kohler解釋顧客文化的核心。他說：「顧客文化是品牌員工對服務對象所持有的一套共同態度、價值觀、目標及實踐方式。」「但實際上，由於沒有人擁有文化，並很少有人了解它，顧客文化方案很少起作用。」鷹君集團數碼化轉型及創新總監Akina Ho發表題為「運用五感超越顧客體驗及其含義」的主題演講，為當日會議作出總結。她說：「許多千禧一代喜歡花錢在體驗上多於在物質上。」「視覺、聲音、氣味、觸感及味道這五感有助增強品牌體驗、建立記憶、並觸動顧客的心靈。」她總結表示，可在多個渠道上運用多感官沉浸式體驗，是吸引顧客重返零售店、以及吸引零售店顧客轉到網上購物的關鍵。

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JOB SHUFFLE 人事變動

Publicis Groupe announced a number of leadership appointments and adjustments to strengthen the management of its North Asia business. Katie Xie (pictured left) has joined the network as chief talent officer for North Asia. She will lead the HR and talent organisation in five markets: China, Hong Kong, Taiwan, Japan, and South Korea. She comes over from the Walt Disney Company where she recently served as HR executive director for Disney’s North Asia region across all lines of business. Andy Ho has been appointed global client partner for Publicis Groupe China. He has 22 years of experience in automotive, FMCG, and tech, having held leadership positions in various agencies, including group strategist for integration and innovation at Dentsu Aegis China, key client president at Beijing Dentsu, and managing director of McGarryBowen China. He will focus on driving the growth of integrated global clients for Publicis Groupe China. Irene Chang (pictured right) – currently managing director of Publicis Media Taiwan – has been promoted to CEO of Publicis Media Taiwan. During her tenure, she has helped the agency win several key accounts, including FarEasTone, McDonald’s, Estée Lauder Group, and Pernod Ricard Group. 陽獅集團宣布多項領導層任命及變動，以加強其北亞地區業務的管理。謝鳴芳加入陽獅集團擔任北亞區首席人才官，領導北亞區五個市場的人力資源與人才組織工作，包括中國內地、香港、台灣、日本及韓國。她之前擔任華特迪士尼北亞區人力資源執行總監，負責管理所有業務線的人力資源工作。何接芳出任陽獅集團（中國）全球客戶合作夥伴。他在汽車、快速消費品及科技領域擁有22年經驗，曾任電通安吉斯（中國）集團戰略官、北京電通大客戶總裁、麥利博文（中國）董事總經理等多家代理公司的高管。他將專注負責推動陽獅集團（中國）全球綜合客戶的增長。陽獅媒體台灣董事總經理張明玲升任陽獅媒體台灣地區首席執行官。在任期間，她幫助該公司贏得多個重要客戶，包括遠傳電信、麥當勞、Estee Lauder集團及保樂力加集團。

Dentsu Aegis Network Hong Kong has appointed Katheryn Lui as its group head of strategy, a new role in which she will responsible for offering integrated solutions for clients. Following this appointment, her remit has now expanded to elevating the network’s strategic agenda and reformulating its planning framework and business road map to accelerate the network’s integration. She will also continue to retain her current position as head of consulting practice, where she is responsible for driving experience-led transformation solutions for clients. 電通安吉斯集團香港任命Katheryn Lui出任集團策略主管這一新職位，她將負責為客戶提供綜合解決方案。獲任命之後，Lui的職責範圍擴展至提升公司的策略議程，並重新制定其規劃框架及業務路線圖，以加速公司網絡的整合。 Lui將繼續擔任在安素帕的諮詢業務主管職位，負責為客戶提供以體驗為主導的轉型解決方案。

Edelman has announced the appointment of Antoine Calendrier as its head of reputation for North Asia, overseeing the firm’s trust advisory, crisis management, and corporate affairs services. He will be responsible for accelerating Edelman’s reputation consulting services across the region, with a focus on Japan, Korea, China, Hong Kong, and Taiwan. He will be providing clients with high-level communications counsel on their strategic reputation issues. The company says his role will also involve leveraging the Edelman Trust Management analytical tool and consulting service suite. 愛德曼宣布任命Antoine Calendrier為北亞區聲譽總監，負責監督該公司的信託諮詢、危機管理及企業事務服務。 Calendrier將負責加快愛德曼在該地區的聲譽諮詢服務發展，並專注於發展日本、韓國、中國內地、香港及台灣市場。他將為客戶提供有關策略聲譽問題的高級傳訊顧問諮詢服務。該公司表示，Calendrier 的職責亦將涉及運用愛德曼信任度管理分析工具及諮詢服務套件。

A former team member has returned to DDB Group Hong Kong, with the appointment of Frankie Fung as its executive creative director. In addition to other local clients, he will lead the development of integrated creative on McDonald’s, one of the company’s major accounts. He will also help shape the company’s overall direction, reporting directly to Andreas Krasser, DDB Group Hong Kong CEO. With around 20 years of experience in Hong Kong and China (having worked on projects for McDonald’s, Manulife, Volkswagen, Philips, and HSBC) Fung returns to the agency in which he served in creative director roles between 2011 to 2015. Before this latest appointment, he worked as a creative director at several prominent agencies, including Saatchi & Saatchi Guangzhou, and Leo Burnett Hong Kong. Frankie Fung重返DDB集團香港，出任執行創意總監。除其他本地客戶外，Fung還將負責該公司的主要客戶之一麥當勞的綜合創意構思。他亦將協助制定該公司的整體創意發展方針，並直接向DDB集團香港行政總裁Andreas Krasser述職。 Fung 在香港及中國內地擁有約 20 年的經驗（曾負責麥當勞、宏利、大眾、飛利浦及滙豐銀行的項目），於2011至 2015 年間曾在 DDB 集團擔任創意總監一職。Fung重返娘家前，曾在多家知名代理公司擔任創意總監，包括廣州盛世長城及李奥貝納香港。

PHD Hong Kong has appointed Imogen Bourke as its head of strategy to take the lead on the continued development and elevation of the agency’s strategic product across all client portfolios. Bourke joins the agency from Starcom in Melbourne, Australia where she was director of strategy, responsible for leading the agency’s strategic arm for over five years. She will report to Clement Chung, managing director of PHD Hong Kong. PHD Hong Kong任命Imogen Bourke為策略主管，負責帶領該公司所有客戶策略產品的持續開發及提升。 Bourke之前在澳洲墨爾本星傳媒體擔任策略總監，帶領該公司的策略部門超過五年。她將向PHD Hong Kong董事總經理鍾廣德述職。

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