Tag: East Asia

Hong Kong – Creative agency TBWA Hong Kong has named Ida Mak as its new general manager. This marks Mak’s return to the agency, having previously served as its group account director and senior account manager.

Mak brings over 20 years of experience in agency work, having led campaigns for global brands and held leadership roles.

Her expertise lies in branding, marketing, digital and social campaigns, shopper marketing, and event management. She has experience handling markets such as Hong Kong, China, and Asia-Pacific.

Prior to her appointment at TBWA, Mak held the role of head of account management at Sunny Idea Hong Kong. During her stint, she played a key role in building the agency’s creative solutions department. She has also led campaigns for brands like Fonterra, HSBC Life, and General Mills.

“Ida’s exceptional leadership, strategic vision, and deep understanding of the industry make her the ideal person to lead TBWA Hong Kong into its next phase of growth. Her ability to build strong client relationships and deliver outstanding results aligns perfectly with TBWA’s ethos of disruption and innovation,” Joanne Lao, CEO of TBWA Greater China, said.

Mak commented, “I’m excited to return to TBWA Hong Kong, a place that has always been close to my heart. I look forward to collaborating with the talented team here and driving impactful work that challenges conventions and delivers value for our clients.”

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.

Hong Kong – Brands and influencers from Hong Kong are redefining the country’s identity in the new ‘Hong Kong Never Normal’ campaign.

Hong Kong brands, in collaboration with creative agency TBWA, has launched the platform alongside a campaign that celebrates the countries’ diverse cultures.

Through the campaign, brands, content creators, and influencers are sharing ‘never normal’ stories about Hong Kong’s culture and experiences. It aims to spark conversations through social content on Instagram. 

In support of the campaign, various personalities are sharing their perspectives, including film director Stephen Fund, business influencer Allan Zeman, Olympic swimmer Stephanie Au, singer/songwriter Serrini Leung, and comedians Jordan Leung and Vivek Mahbubani.

Various brands are uniting under the platform, spanning industries such as art, beauty, entertainment, food and beverage, media, and technology among others.

Joanne Lao, chief executive officer of TBWA, said, “Our ambition is to rekindle the pride HongKongers deserve to have towards their remarkable home city. While this launch phase aims to build awareness, engage and ignite buzz, future phases will involve more collaboration activities with our ‘Hong Kong Never Normal’ community of brands, creators and influencers.”

Hong Kong – Communications agency Burson in Hong Kong has appointed Simeon Mellalieu as chief executive officer. Simeon joins the agency from Ketchum, where he served for more than 20 years.

In an exclusive interview with MARKETECH APAC, Simeon shares how he is transitioning to his new role and leading the new Burson team to create a clear positioning for the agency in the market.

Setting priorities, goals in new leadership

As chief executive officer, Simeon is expected to lead the team with a vision. He aims to elevate Burson Hong Kong as a brand to boost its partnerships.

“At the macro level, my priority is to make the promise of our new Burson brand a reality so that we are one of the most sought-after agencies to partner with – and work for – in Hong Kong and the wider region,” Simeon said.

To further grow Burson’s partnerships with brands in the region, Simeon considers the particular needs of clients in Hong Kong. Through his role, Simeon aims to lead Burson in showing its exceptional work, highlighting the agency’s ability to deliver what Hong Kong-based clients require from agencies.

“Given Hong Kong’s role in Asia, that means we need to prove our strength in executing locally as well as regionally or globally. This team can do both,” he said.

With the creation of a new Burson group, Simeon sees potential in the team, which can contribute to its growth.

“The scale we can now bring to bear from the bench of talent we now have really sets us apart,” he said.

Big leap, smooth transition 

Before his role at Burson, Simeon was a partner in client development at Asia-Pacific at Ketchum. Though he worked at Ketchum for over 20 years, he says the shift to Burson went smoothly. This is made possible by a skilled team.

“I’m not going to lie, the transition was something that I thought a lot about before I joined. Two decades at Ketchum was a very long time. But it has given me the skills I need to take on this role,” he said.

“There’s a great team here. And I’ve joined at a time when there’s a lot of other new talent coming in too. That’s creating a crucible of fresh thinking at an important moment in time for the company,” he added.

Throughout his decades of experience in the industry, he has formed insights into how he aims to lead the agency. With what he has learned from his previous experiences, he shares the lessons he will bring to Burson. 

“I think there’s two important things. First, is an ability to collaborate and work across opcos to maximum effect and build growth. Clients are increasingly looking for a group level one-stop shop where work scopes are beyond what a single agency can deliver,” he said.

“Second is being objective about the level of service we’re bringing and whether we are actually being a good partner or not. You don’t build great client relationships if you’re in denial about when and where we’re falling short. You need to be able to address that head on and fix it,” he added.

Remaining on the lead

One of Simeon’s goals is to contribute to Burson Hong Kong, allowing it to stay on the lead in the industry. While there are challenges, he remains optimistic about overcoming them by taking on opportunities.

“In this part of the world, everyone’s keeping a close eye on the economy both in Hong Kong and mainland China. It’s no secret there are challenges there, but the outlook is more positive,” he said.

He plans to navigate the challenges of operating as an agency by leveraging artificial intelligence. With innovation and access to technological solutions, he is confident that it can bolster the agency’s outputs.

“We’ve already got an AI-based tech stack ready to go which puts us ahead of most of our competitors. This helps us be more efficient and provide better insights for our clients which gives us an edge in both advisory and creativity.”

Since Burson’s name has a weight that the agency needs to live up to, he says it will use its tools and technology to maintain its momentum.

“Our agency name is synonymous with PR. Harold Burson literally wrote the book. We need to stay at the top of the industry. With the scale we’ve now created for ourselves and the tools and AI innovation we bring, we will continue to do that,” he said.

Though he highlights Burson’s available tools to serve its clients, he says there are more important things an agency should constantly have amidst a dynamic industry: audience trust.

“The world isn’t getting any easier to navigate. Change and disruption are all around us. But the need for businesses and brands to earn reputation and trust is a constant. It’s what gives them permission to engage with their audiences and grow. The tools we use may change but reputation will always be our business,” he concluded.

Singapore – SeenThis, an adaptive streaming specialist, has expanded to Hong Kong as part of its further venture into North Asia. To oversee digital campaigns in Hong Kong and Taiwan, SeenThis appointed Angel Wong as commercial director.

Wong brings commercial and sales experience through her previous roles in adtech companies MOBKOI and PressLogic.

Wong’s appointment in Hong Kong is an opportunity for brands, according to SeenThis APAC vice president Tom Jones-Barlow. It allows brands in the region to get better outcomes in their video advertising through the company’s technology offerings.

Through the company’s streaming technology, advertisers can distribute high-quality video ads, ensuring rapid load times and optimal performance. With minimal data usage, brands can deliver better customer experience.

“Angel’s substantial experience in North Asia will propel the SeenThis footprint in the region, as brands and agencies increasingly realise that our instant video ad loading technology can deliver significant performance gains for marketers. We see a strong opportunity to create a leadership role in those markets as we are the only technology provider that can deliver ads via adaptive streaming on the open web,” Jones-Barlow said.

“We have worked with all the holding group agencies in the region as well as many technology partners and publishers, but the biggest achievements are the results we’ve delivered for brands. SeenThis is uniquely positioned to help marketers in APAC, where budgets can be tight, creative globally mandated and connections sometimes poor, let alone the fact that APAC is particularly exposed to the impacts of global warming,” Jones-Barlow added.

“We can make advertiser spend work harder, improve creative quality without increasing creative budgets, deliver ads instantly on any device or connection and reduce data use and CO2 while improving results. Next year we are eyeing further market expansion and we will continue to expand our relationships with local market agencies,” Jones-Barlow concluded.

As part of its expansion efforts, SeenThis recently launched its Japan office in September.

Macao – The Macao Government Tourism Office (MGTO) has launched a campaign featuring K-pop star MIYEON to boost tourism in the country. The campaign called ‘Experience Macao Limited Edition’ aims to elevate Macao’s appeal to tourists worldwide.

MIYEON, a member of the K-pop group (G)I-DLE, has released a single and music video in collaboration with MGTO. The ‘Lovin’ My Stay’ music video shows MIYEON exploring Macao, which aims to expand the campaign’s reach.

As part of the campaign, MGTO launched an online quiz where participants can answer Macao-themed questions for a chance to win exclusive travel packages. The prizes include round-trip flights, accommodations, and curated experiences.

Winners of the online game will have the opportunity to explore Macao’s historic districts. They can also discover Macao’s diverse cuisine to provide an immersive experience in the country.

MGTO also partnered with integrated resorts Sands China Limited, Galaxy Macau, Wynn Resorts Macau, MGM, and Melco Resorts & Entertainment as part of the initiative.

“’Experience Macao Limited Edition’ reflects our commitment to innovation in showcasing Macao’s diversity. By merging engaging digital content with bespoke travel experiences, we’re inspiring travellers to move beyond virtual exploration and discover the heart of Macao,” Maria Helena de Senna Fernandes, director of MGTO, said.

Japan – Nearly one-third of consumers in East Asia cite the ability to “order at any time, from anywhere” as a crucial factor driving their online shopping habits, a report by Euromonitor International revealed. 

The report highlights that increased high-speed internet availability and rapid urbanisation in East Asia have fuelled a strong demand for quick and efficient shopping solutions, significantly shaping the region’s evolving e-commerce landscape.

Sachi Kimura, consultant at Euromonitor International, said, “The demand for quick and efficient shopping solutions in the region is being driven by the tech-embracing, fast-paced nature of daily life in these three countries. E-commerce platforms are continuously evolving to meet the increasing need for convenience among consumers in East Asia.”

According to the report, East Asia remains a major player in global e-commerce, with China, Japan, and South Korea accounting for 87% of Asia Pacific’s e-commerce sales value and 40% of global sales value in 2023. Despite being mature markets, these countries are also projected to retain 85% of the region’s retail e-commerce sales by 2028.

As the ‘home of health and beauty,’ East Asia has demonstrated a strong presence in the online health and beauty sector. Notably, four of the top ten beauty and personal care companies, as well as six of the top ten consumer health companies, are based in the Asia Pacific region.

Moreover, the food and drink industries, which currently have lower online penetration, are experiencing growth as their e-commerce channels are still emerging and have significant potential for expansion.

The report found that South Korea experienced double-digit growth in 2023, driven by the relaxation of online retail regulations for traditional alcoholic products from local small breweries. In Japan, online retail of soft drinks grew by 14%, reflecting rising demand for bulk options and sustainably packaged bottled beverages.

Meanwhile, China showed a strong e-commerce presence in most fast-moving consumer goods (FMCG) spending, recording double-digit penetration online.

“Low penetration can suggest the product’s nature, and consumers’ preference is to shop in person. However, convenience seeking is pushing these categories towards online channels, with many opportunities lying ahead,” Kimura noted. 

Euromonitor’s report reveals that, in contrast to e-commerce leaders like the US and the UK, marketplace platforms dominate the East Asian e-commerce landscape. In China, the top two retailers, Tmall and Douyin, have together captured over 70% of the health and beauty online sales market share over the past two years.

Additionally, nearly half (47%) of consumers in China view social media influencers as a trusted source of health information, significantly higher than the global average of 34%. Furthermore, 27% of Chinese respondents reported that social media influenced their decision to take dietary supplements in 2023, compared to the global average of 16%.

Marketplaces also lead the health and beauty online sales in Japan and South Korea, with the top two e-commerce retailers—Amazon and Rakuten in Japan and Coupang and Naver in South Korea—maintaining a stable presence over the past two years.

The report highlighted significant growth potential in other online channels, particularly health and beauty specialist shops. For example, in South Korea, Olive Young is emerging as one of the leading health and beauty lifestyle platforms, offering exclusive brands and competitive prices. The retailer is also working on enhancing its consumer trust through rigorous merchandising standards.

Yang Hu, insights manager for health and beauty Asia at Euromonitor International, commented, “Digital marketplaces are constantly evolving. Through various channel sales, businesses can gain dynamic insights into market trends, consumer preferences, pricing strategies, and promotional tactics. This knowledge enables brands to identify gaps in the market, differentiate their offerings, and refine their own approach to stand out in a crowded digital landscape.”

Seoul, Korea – Global brewing company Heineken has launched their latest ‘LaundroMatch’ campaign, turning 24-hour laundromats into all-night sports bars so that Korea’s most avid football fans now have a place to watch the UEFA Champions League.

To achieve this, Heineken teamed up with LePub APAC and established a partnership with WashEnjoy, one of South Korea’s laundromat franchises, setting up a place for the real hardcore fans to get together and enjoy the games. 

The idea was inspired by the realisation that Asia is home to some of the world’s most hardcore football fans who choose to wake up very early in the morning to watch games live. Specifically, it’s also difficult to watch UEFA Champions League matches together with friends in Korea because most bars are closed at this time. Home might not be the best place to cheer on teams with friends at 4am, either.

The campaign, called ‘LaundroMatch’, launched on 10-11 April with two consecutive events, when fans flocked to WashEnjoy in Seoul to watch teams compete. Additionally, four all-expense paid trips to the final UEFA Champions League 2024 match in June were also up for grabs, promising fans with a dream-come-true experience.

Until June, South Korean fans will be able to scan QR codes found at WashEnjoy laundromats nationwide to access complimentary 30-day SPOTV subscriptions, so they can enjoy the UEFA Champions League quarter and semifinals at a nearby Heineken LaundroMatch.

Talking about the campaign, Giwoun Park, marketing director at Heineken Korea, said, “Heineken believes that being a ‘real hardcore’ football fan isn’t about how you look, it’s about how you behave – anyone who wakes up at ridiculous hours to watch their team, names their pets after their icons, or wears their lucky pair of socks during matches qualifies as hardcore. We wanted to celebrate Asia’s fans who truly live and breathe the sport in a positive, sometimes quirky way. And what could be quirkier than staying up all night to watch the UEFA Champions League at a laundromat?”

Meanwhile, Cyril Louis, executive creative director at LePub APAC, added, “You may think the world’s most passionate football fans are based in Europe or Brazil, but they can actually be found in all corners of the world – cities like Seoul, where fans are crazy enough to stay up all night to cheer on their team. We had the crazy idea of using laundromats to recognize the efforts of these fans and celebrate them with Heineken. When bars are closed, now there is a place for Korea’s real hardcore fans: 24/7 laundromats, transformed by Heineken into go-to venues for enjoying match day with friends.”

Hong Kong – HSBC has partnered with MSL to launch its newest brand campaign, “Make Your Next Move. Make Your Mark.” Under the campaign, HSBC will orchestrate the latest advertising endeavour, which will act as a rallying call for Hong Kong residents. 

Involving locals in every facet of the campaign, it serves as a visual representation of the city’s continued progress and the achievements of people from various backgrounds making their mark on the globe.

Several parts of the movie’s scenes were even filmed by Hong Kong residents, while others drew inspiration from actual HSBC clients. The Hong Kong film director Jack Ng selected and further directed these moments. The film deftly combines HSBC’s history and worldwide reach with the diversity, tenacity, and resolve of Hong Kong.

More than 70 distinct sounds from Hong Kong are featured on the original soundtrack, which also includes narration from the locals. Every frame pulsates with the authenticity and dynamism of Hong Kong’s diverse society, from the “ding ding” of trams to the colourful MTR announcements and the rhythmic beats of lion dancers. 

As part of the campaign, HSBC ventures into the world of film for more than two months, starting in March, on an atypical and creative marketing journey. A gala premiere held at K11 Art House to commemorate the launch was held in addition to several online and offline marketing initiatives. The campaign displays its tagline through newspaper wraps, editorial alliances, TV commercials, and tunnel billboards. 

Enhancing its involvement, HSBC reached out to Key Opinion Leaders (KOLs) across a range of industries on social media, including travel, sports, entertainment, art, culture, film, and more. With each post featuring a cinematic clapperboard image and a personal reflection on the user’s goals and aspirations, they invited the public to submit their #NextMove on Instagram.

Speaking about the campaign, Luanne Lim, chief executive officer, Hong Kong, HSBC, commented, “HSBC and the local film industry in Hong Kong have grown alongside its people. Our latest advertising campaign involves a collaboration with a talented director to capture the essence and vibrancy of Hong Kong, while also emphasising our bank’s vision and global reach. As a steadfast supporter of the Hong Kong economy, HSBC is proud to sponsor the upcoming Hong Kong Film Awards, which celebrate Hong Kong’s creative industries and highlights its allure as a global city.”

Meanwhile, Alexis Chiu, group managing director of Saatchi & Saatchi and MSL expressed, ” We are thrilled to collaborate with HSBC and Jack to bring this extraordinary campaign film to fruition. A true local product, directed and shot in the heart of Hong Kong, capturing the unique sounds and visuals of our city. This film truly reflects the energy, diversity, and cultural richness that define Hong Kong. It has been an incredible journey to celebrate the spirit of this dynamic city and create a cinematic experience that resonates with audiences worldwide.” 

Hong Kong – As the upcoming Lunar New Year brings out campaigns from brands that offer unique and exclusive experiences, the fashion industry is no stranger to capturing the wave of celebration, according to the latest data from Euromonitor.

Lisa Hong, consultant at Euromonitor International, said that this approach is a straightforward and highly effective method of engaging a loyal consumer base in Asia. While not always directly translating into immediate sales, these strategies will help brands to enhance their image and rapport with local consumers.

To give an example, Hong pointed to luxury brand Fendi’s 2024 collaboration with POKÉMON incorporating popular dragon characters like ‘Dragonair’, ‘Dratini’ and ‘Dragonite’, with millennials and Gen Z consumers globally, eagerly lining up for hours in front of pop-up stores showcasing their favourite characters or artists to enjoy the unique experience.

It is also worth noting that with the boom brought about by Lunar New Year campaigns contributed a rise in personal luxury spending in East Asia, with Hong Kong seeing a rebound of 23.2% in personal luxury spending by the end of 2022 – the biggest rebound in Asia Pacific. China is also affected by this, as luxury brands are also looking to invest more in the Chinese shopper at home, the mainland and on the tax-free-shopping island of Hainan rather than travelling abroad.

Talking about this, Fflur Roberts, head of luxury goods at Euromonitor International, said, “While the path of economic recovery in China remains highly uncertain, price growth is projected to gather pace in 2024 on the back of accelerating consumer spending and reviving tourism flows. Indeed, the future overall for luxury goods in China nonetheless continues to look bright for those looking to capitalise on high-spending, digitally savvy and social media-friendly Chinese consumers.”

“By embracing the cultural significance of events like Lunar New Year and incorporating these elements into their marketing and product strategies, luxury brands can enhance their appeal and forge stronger connections with consumers, especially Chinese consumers during festive seasons both at home and abroad among the wider consumers in East and Southeast Asia,” he added.