The media industry Florence Wong entered more than 30 years ago looked very different from today. Starting out as a media executive at Grey Advertising in China, she worked in a time when media teams managed planning, buying, and strategy under one roof—an experience that gave her an early respect for collaboration. Since then, the pace of change has only accelerated, driven by digital transformation, shifting consumer behaviours, and rising client expectations.
Through it all, Florence has anchored her leadership in faith, family, and people-first values. Now as CEO of OMD Hong Kong, she is applying those principles to guide her teams through an industry that demands both innovation and accountability.
In this Agency Leadership Decoded piece, MARKETECH APAC spoke with Florence to uncover how her journey and leadership approach are shaping OMD Hong Kong’s culture, vision, and role within the wider Omnicom network.
From foundations to philosophy
Florence began her career at a time when media teams managed everything—from planning and buying to strategy. This experience, she says, laid the groundwork for her leadership ethos.
“Throughout my three-decade journey in the media and advertising industry, I have witnessed significant changes, particularly since starting as a media executive at Grey Advertising in China. Initially, media teams were responsible for all planning, buying, and strategic thinking, which taught me the importance of collaboration across all functions,” she shared.
As the industry evolved, so did her outlook. “My professional journey is strongly tied to my sense of faith and the value of family, which has provided me with a solid foundation and perspective throughout my career,” she added.
As Florence moved into more senior roles, she placed transparency at the centre of her approach, regularly explaining decision-making processes and encouraging open communication.
“My leadership approach is nurturing and collaborative, prioritising the objectives of both the team and the business. I believe that teamwork and communication are so important, and as I evolved into a leadership role, I made sure to always prioritise transparency, regularly sharing the rationale behind my decisions with my team,” she said.
She emphasises active engagement with her people. “I actively check in with my team and always value their insights. I’ve learnt that as a leader, it’s crucial to take on your authority with an understanding of the responsibility it entails. My goal is to align the needs of the team with the objectives of the company so that everybody wins.”
Preparing talent for what’s next
For Florence, developing the next wave of industry leaders is central to OMD Hong Kong’s mission. She believes the future belongs to adaptable, data-driven, and creatively bold thinkers.
“The next generation of agency talent will need to be adaptable, data-savvy, and creatively bold. As the industry evolves rapidly, I encourage my teams to embrace this velocity and challenge their imaginations,” she explained.
Florence also believes that training and development are key enablers.
“We focus on ongoing training and development, emphasising the importance of staying current with technological advancements and industry trends. Curiosity, innovation, and developing your skills are key for the next generation to thrive,” she added.
Navigating Hong Kong’s evolving media landscape
Florence points to three key forces reshaping the Hong Kong market: technology, changing consumer expectations, and the demand for accountability.
“The media landscape in Hong Kong is being reshaped by several factors, including the rapid advancement of technology, changing consumer behaviours, and the increasing demand for personalised marketing strategies. Clients are looking for agencies that can provide measurable results and innovative solutions,” Florence explained.
“Additionally, the need for transparency and accountability is driving agencies to adapt their approaches, fostering stronger partnerships built on trust and collaboration,” she added.
This environment, she believes, opens new opportunities for OMD to lead.
A vision for OMD Hong Kong
Florence sees OMD Hong Kong playing an even greater role within the Omnicom network, serving as a hub of integrated expertise.
“My vision for OMD Hong Kong’s growth is to lead in innovative media solutions that leverage the latest technologies to deliver exceptional results for our clients. I see our role within the Omnicom network evolving into a key hub for collaborative expertise, knowledge, and seamlessly integrated services.”
This vision aligns with OMD’s global mission. “Through OMD Hong Kong’s forward-thinking approach and our commitment to uncovering the latest trends, we can drive growth and lead the industry, ultimately fulfilling our mission of ‘We Create What’s Next’.”
Defining a legacy
Asked what she hopes her legacy will be, Florence returns to where she started: people.
“Beyond business performance, I hope my leadership legacy is one that emphasises the nurturing of talent and creating a culture of creativity and collaboration. I have always aimed to foster an environment where individuals feel empowered to take risks and think innovatively,” she said.
For OMD Hong Kong as an agency, her ambition is equally clear. “I aim for our legacy to be defined by innovation, delivering benchmark campaigns and achieving remarkable client success that inspires the industry.”
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Florence Wong’s leadership journey reflects the evolution of Hong Kong’s media industry itself—shaped by rapid change yet anchored by enduring values. By combining her foundation in collaboration with a vision for innovation and accountability, she is guiding OMD Hong Kong to not only adapt to the future but to define it.
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