For over a century, Grey has been at the forefront of delivering famously effective creative solutions. The agency’s presence in Hong Kong continues this legacy, with a deep focus on bold creativity, strategic execution, and a commitment to delivering impactful results for clients.
In our latest Agency Leadership Decoded interview series, Duffy Lau, managing director of Grey Hong Kong, shares how he embraces a transformational leadership approach to spark fresh ideas and push creative boundaries.
A culture of collaboration and adaptability
Duffy has been with Grey for over a decade, starting as an associate account director for Greater China before taking on senior roles at Grey Hong Kong, eventually stepping into his current position as managing director.
At the heart of Duffy’s leadership philosophy is teamwork and clear communication—both essential to fostering a thriving creative environment. For him, leadership is not just about navigating new challenges but also about setting a strong foundation for sustained success.
Duffy believes in ensuring that every team member has a seat at the table, where ideas are openly exchanged and refined.
“There’s a seat at the table for people to be heard and share their thoughts; this is where impactful ideas are born from a diverse set of talented people!” he shares.
In a fast-paced and ever-evolving creative industry, Duffy also emphasises the importance of being agile and flexible—whether tackling new trends or overcoming long-standing challenges.
“As no single solution applies to all problems, it’s important to be adaptable,” he states.
By thinking strategically and maintaining an open mind, Duffy ensures that Grey Hong Kong delivers unique and well-thought-out solutions that provide real value to clients.
Strategy meets execution: Making creativity tangible
Grey Hong Kong’s approach to creativity is rooted in balancing breakthrough ideas with strategic execution. Duffy believes that exceptional creative work goes beyond presentations and concepts—it requires a meticulous process that integrates ideation, craft, production, and strategy execution.
“It’s not only about creating fancy PowerPoints; the idea, the craft, production, and strategy execution—everything must come together well. We revisit the work output at every major step, and only when the highest standards are met are we happy with the work,” he explains.
For Duffy, following the process is key, as Grey remains committed to its legacy of delivering famously effective creative solutions to clients. The goal is for their famously effective work to speak for itself and resonate positively with audiences.
“Our clients are always our priority; excellent creative work in tandem with effective results is a win for both—the client and the agency,” he adds.
Duffy ensures that Grey Hong Kong’s creative philosophy is reflected in its standout campaigns, such as the Hong Kong Tourism Board’s ‘Postmas Trees’ and Lee Kum Kee’s ‘So F_king Delicious.’
With ‘So F_king Delicious,’ Duffy encouraged the team to approach the campaign with a social-first mindset, ensuring it resonated within the digital landscape. ‘Postmas Trees,’ on the other hand, showcased the power of execution and strategic media placement, allowing the campaign to break through the festive noise.
He explains, “We can only succeed in the social media space by being bold and pushing our creative boundaries to ideate the sharpest sayings relevant to the context.”
The agency also built on the momentum of the Hong Kong Science and Technology Park’s (HKSTP) ‘Keep Up’ campaign with the follow-up ‘IYKYK’ initiative. This effort brought audiences closer to the innovations nurtured by HKSTP, reinforcing the brand’s role as a driving force in Hong Kong’s technology scene.
And there’s more to come. Duffy teases an exciting campaign for HSBC’s 160th Anniversary, promising show-stopping creative work that will be unveiled soon.
Nurturing talent and driving creative excellence
When asked about the biggest challenge faced in the industry, Duffy pointed to “attracting the best [talent] and making them feel they belong.”
Duffy recognises that the creative industry is a talent-driven business, where attracting and retaining top-tier talent is a constant challenge. His solution? Fostering an environment of transparency, trust, and ownership.
“The management team in my office has remained unchanged for over five years; sharing problems and finding solutions together is the only way to keep people united and striving for the same goals—much like a large family,” he says.
By prioritising a culture of belonging and empowerment, Duffy ensures that Grey Hong Kong remains a space where creative minds thrive and push the boundaries of possibility.
The fearless pursuit of unforgettable ideas
Making a lasting impact in the highly competitive and cluttered creative industry is no easy feat. Agencies compete fiercely to stand out, continuously pushing creative boundaries and refining their strategies to captivate audiences.
For Duffy, fearless creativity is the key to standing out in an increasingly cluttered market. He encourages his team to step out of their comfort zones, take bold risks, and focus on crafting ideas that leave a lasting impact.
“All learnings, including things that didn’t work out, lead to growth. It’s okay to do fewer but more significant things,” he advises.
“You need to be fearless, bold, and single-minded to be heard above the noise. Don’t do the same creative over and over again. Originate big ideas and do valuable, impactful work that is unforgettable,” he added.
Through his leadership, Duffy Lau continues to shape Grey Hong Kong as a powerhouse of creative excellence, where bold thinking, strategic execution, and a collaborative culture come together to deliver work that speaks for itself and drives real results.