Marketing magazine Hong Kong, December 2025

FORGING MARKETING’S

NEW PLAYBOOK FOR 2026

Editorial

Rezwana Manjur, Editor-in-Chief

Karen Wong, Deputy Editor, North Asia

Vanessa Yuen, Journalist

Design Production

Julia Li, Senior Graphic Designer

Advertising Sales

Karen Yung, Head of Commercial

Sally Hui, Senior Business Development Manager

Aaron Cheung, Business Development Manager

Mandy Ma, Business Development Manager

Marketing and Circulation

Cyrus Ching, Regional Marketing Manager

Event Production

Selina Kwok, Events Producer Manager – Awards

Kelly Chan, Regional Event Producer – Awards

Event Services

Chiyan Lam, Event Services Manager

Hedy Chao, Events Services Executive

Niki Shek, Events Services Executive

Event Delegate Sales

Gloria Yam, Senior Project Manager

Mandy Chan, Senior Project Executive

Kristy Cheng, Senior Project Executive

Management

Evelyn Wong, Managing Director

To get in touch with our editorial team editorialhk@marketing-interactive.com

For advertising enquiries

Karen Yung, kareny@lighthouse-media.com

Mandy Ma, mandym@marketing-interactive.com

Sally Hui, sallyh@lighthouse-media.com

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Dear readers,

As we turn the final pages on 2025, the advertising industry stands at a pivotal point. The changes of the past year are not merely altering the landscape, but are demanding a fundamental reassessment of marketing strategies for 2026. The prevailing sentiment among industry leaders is clear: the coming year is not just a continuation, but a transformation.

This imperative is being reflected in the data: while economic uncertainty has led to 42% of marketers to cut ad spend, over half in Hong Kong plan to increase their investment in AI for creative generation, targeting, and automation, according to the HK2A Advertising Spending Projections 2025.

The challenges – from AI-driven consumer fragmentation to demands for genuine sustainability – require a fundamental rethink. We spoke to various industry experts on how they will overcome these challenges on page 8.

This also brings us to our central question: “In 2026, can agencies rewrite the playbook fast enough to survive?” on page 48.

Our in-depth analysis explores the existential crossroads facing the agency world. The old models are straining under the weight of new demands for agility, transparency, and integrated, data-literate creativity. The agencies that will thrive are those not just adapting to change, but actively writing the new rules of engagement.

We saw this future at our very own Digital Marketing Asia Hong Kong conference in October, which captured the electrifying energy of two days packed with insights on everything from generative AI’s creative explosion to the new metrics of brand loyalty. The message from the stage was unambiguous: the tools are here, the audience is waiting, and the time to experiment is now.

Amidst all this forward-looking speculation, it is vital to pause and celebrate the work that lights the way. As such, we are proud to showcase the winners of our Marketing Excellence Awards and PR Awards, who demonstrated the powerful results that happen when strategic insights, creative courage, and digital fluency collide.

So, as you unwind over the holiday season, let this issue be both your inspiration and your catalyst. The year 2026 is calling. It’s time to answer – not with a revised chapter, but with a whole new playbook.

Enjoy!

Karen Wong Deputy Editor, North Asia

What’s on?

Loyalty & Engagement Awards

What: A celebration of organisations that masterfully build customer loyalty and create memorable experiences through dedication and innovation.

MARKies Awards

What: An annual awards show honouring outstanding marketing campaigns that demonstrate creative excellence, innovative strategies, and measurable results.

2026 TO BRING MAJOR CHANGES TO HOW AGENCIES OPERATE

By 2026, agencies will transform from client-service partners into broad marketing purveyors, reshaped by automation, consolidation, and creator-led strategies, according to Forrester’s 2026 Marketing Agencies Predictions.

This shift has been fuelled by a decade of structural pressures – ranging from the transition to project-based work and increased marketing in-sourcing to procurement demands, industry consolidation, and AI disruption – pushing agencies to explore new revenue streams and take on greater business risks.

As agencies undergo fundamental transformations, they will diversify their offerings and expand their roles, moving beyond traditional services to sell executions, managed services, proprietary products, and strategic partnerships, according to the report.

Jay Pattisall, vice president, principal analyst, Forrester, said: “AI and automation are disrupting agencies’ labour-based economic model, as well as their operational workflows. The result is an industry in rapid change – and by the end of 2026, marketing agencies will be materially changed.”

“Put simply, your agencies will no longer act solely as your agents, but also as owners of products or solutions, resellers of technology partnerships, and developers of emerging capabilities.”

Jay Pattisall, vice president, principal analyst Forrester

• Agencies must prepare for significant change. According to the report, a striking 85% of USbased B2C marketing executives plan to review their media agency contracts in 2026.

• Principal media is set for mainstream adoption in 2026, with 81% of B2C marketers planning to increase investments. Forrester predicts it will account for nearly 33% of agency billings as firms prioritise cost efficiency.

• Following lacklustre profits that triggered an approximate 8% reduction in headcount in 2025, automation and AI are expected to cause more job losses in 2026. Forrester has predicted that 15% of agency jobs will be eliminated next year – double its initial long-term projection.

• Private equity is reshaping the creative agency landscape, with nearly 80% of top digital media agencies already backed by private equity or venture capital. In 2026, firms will double down on data-driven creative shops to bolster their digital media portfolios.

• In the first half of 2025, 27% of creator deals involved agencies – more than tech or media –confirming the model is shifting. Agencies are becoming orchestrators, connecting brands to creators who are now leading ideation and production.

Source: Forrester’s 2026 Marketing Agencies Predictions

AD WATCH

Huey Wong Creative director

Dentsu Creative Hong Kong

KUNG

You can always tell when an agency puts real thought and care into a campaign because it makes you forget it’s an ad.

There’s a lot to like about the ad – from the epic action sequences paying homage to the golden age of Hong Kong cinema; casting Nick Cheung as the lead who is known as a local action hero; and even adapting the cult classic “Who is a Big Hero” song into the campaign. It all fitted so nicely together into one beautifully crafted piece of work with a perfect touch of aunty humour at the end.

But as much as I liked the video ad, my favourite thing about this whole campaign was how well the idea of “skip the kung fu” connected with the chaotic reality of hailing a cab in Hong Kong. We’ve all been there, fighting with uncles and aunties just to get a cab, especially when it rains. It’s a perfect example of a sharp insight paired with a flawless execution.

And a shout out to all the other supporting communications in the campaign as well, including the viral teasers with Cheung that created so much buzz. It was also refreshing to see key visuals not littered with words and starbursts all over the images. This really was a perfect example of what a great campaign looks like when it’s done right and done well.

NOT: MCDONALD’S HONG KONG’S “BACK TO THE BEGINNING IN 1975”

The reason I loved Uber’s campaign is the same reason this one didn’t quite land for me. It constantly reminded me I was watching an ad, and not in the best way. For an investment behind a 10-minute video, I was hoping for something that would really move me.

The story takes us back to the opening of the first McDonald’s in Hong Kong in Causeway Bay in 1975, which is a great concept. But the execution felt uneven. There were moments of authentic VCR-style footage that worked beautifully, yet it quickly gave way to ultra-crisp digital shots that felt a little sterile. Committing to the retro aesthetic throughout might have created a stronger sense of nostalgia.

After the opening history montage, we meet Nicholas Tse, the store manager. His entrance scene, stepping off the tram in the early hours, was ambitious, but the lighting and CGI background didn’t feel as convincing as the detailed set work that followed. Given the effort to recreate the street with signage, cars, and even litter, it would have been amazing to see that same level of authenticity from the very first frame.

Tse brought a certain charm to the role, but the emotional connection didn’t fully come through. That might have been more about the script or the cinematography than his performance. I really wanted to love this ad because McDonald’s deserves something iconic, and the idea had so much potential.

As 2025 draws to a close, it’s the perfect time to reflect on the past year and prepare for the challenges and opportunities that lie ahead in the new year.

Conversations about generative AI are expected to remain prominent in the coming year, with 74% of marketers expressing enthusiasm for GenAI, according to Kantar’s 2026 marketing trends report.

In the realm of PR, professionals across APAC are increasingly adopting AI with strategic purpose, optimism, and a strong sense of responsibility, according to the white paper – “AI adoption among PR professionals in Asia 2025” by One Asia Communications.

In fact, the future of marketing extends beyond AI. Kantar’s report forecasts that by 2026, 61% of marketers will increase their investment in creator content, highlighting the need for returns and brand growth.

In light of these predictions, Karen Wong and Vanessa Yuen spoke with various marketers and industry experts from the creative, media, PR, digital, and social sectors to delve into the challenges and emerging trends expected in 2026.

Angela Wong, chief marketing and customer officer, AXA Hong Kong and Macau

AI is not just a technological innovation, it is a strategic force that fundamentally transforms how insurers innovate, operate, engage, and serve. The future will be AI-orchestrated ecosystems: predictive analytics, generative interfaces, and real-time decisioning – turning every touchpoint into a proactive, personalised promise.

At the heart of this shift is AI’s ability to enhance human-centred services across the customer journey. For example, our instant customer feedback system analyses real-time data from surveys and digital interactions, providing actionable insights to optimise offerings and improve the user experience. Predictive analytics forecast future customer needs, enabling proactive and innovative solutions.

As AI continues to evolve, it will shape the future of insurance – enabling smarter, more responsive, and truly customer-centric solutions where risks are anticipated and addressed proactively. Yet, human judgment remains essential. Investing in talent upskilling ensures we harness AI’s full potential, combining technology with the empathy and strategic insights only humans can provide.

Arindam Varanasi, commercial vice president, Asia, Carlsberg Group

2026 will be a pivotal year for marketing where AI becomes the engine powering every element of the marketing mix that supports our entire strategy. Predictive analytics will increasingly guide our decisions, but our real advantage will come from how we manage data while delivering personalised consumer experiences at every touchpoint. However, in a world shaped by algorithms, trust that’s earned through integrity and openness will continue to be our strongest currency.

The consumer experience is now the battleground. Our brand activations will focus on forging direct, memorable connections through city pop-ups, bar activations, digital events, co-branded collaborations, brand associations, and more – each designed to be shareable, measurable, and to build authentic bonds with our audiences.

Our portfolio will be sharpened by evolving consumer interests, ensuring a diverse range of offerings that resonate with different lifestyles. This consumer-centric mindset will be the crux of the content which will continue to evolve, with winners being those who layer in interactivity

and immersive experiences. Hybrid formats – such as shoppable clips, AR try-ons, and spatial audio podcasts – will capture attention and drive participation. The formula: snackable, interactive, and authentic content that connects people to real experiences.

Simone Tam, CEO, Greater Bay Area, Dentsu

AI is everywhere, but the brands that stand out will never lose sight of the human heartbeat behind the technology. It’s not about chasing every shiny new tool, it’s about blending innovation with trust, storytelling, and authentic connections. AI can make us faster and smarter, but meaning matters more than efficiency. In a world obsessed with disruption, brands that make people feel something will win.

million in annual revenue, demonstrate how SEO platforms are becoming comprehensive marketing research ecosystems supported by predictive analytics.

Budget priorities will reflect this evolution, with approximately 15% to 20% of the annual marketing budget reallocated to AI-based initiatives, including Google AIO and GEO solutions. These investments aim to boost efficiency, accuracy, and audience engagement through automation and real-time insights.

Vin Ng, general manager, EchoMaker

The format isn’t the king, the feeling is. Whether it’s a 10-second clip, a podcast that feels like a friend or an interactive experience, the most powerful content will spark emotion and build a community. Think of how Korean culture swept the globe: it wasn’t just music, but an entire ecosystem of experiences. In 2026, content that makes people feel seen and part of something bigger will reign.

As AI-driven search shifts from showing links to giving direct answers, keyword-stuffing is indeed over. Winning brands will focus on authority, relevance, and trust, creating content that genuinely helps people and answers their real questions. The goal isn’t just to be found, but to be the answer people choose. That means strategic storytelling, data-driven insights, and a commitment to long-term brand building.

Andy

Wong, co-founder and account director, Digital Zoo

The creative industry is entering another phase of transformation driven by the continuous AI evolution. From production workflows to content consumption, AI is redefining how ideas are created and delivered. However, the biggest challenge ahead is the growing “attention recession”, where engaging audiences amid overwhelming digital noise is becoming increasingly difficult.

In 2026, the strategic focus will shift towards advanced AI and research technologies. Tools such as Ahrefs and Semrush have evolved far beyond keyword analysis and now offer powerful AI-driven insights for market intelligence, brand research, and content strategy. Both companies, each generating over US$100

The next big wave is the algorithmic takeover of discovery and intent. This means consumers bypass traditional channels (search, display ads) and rely entirely on AI feeds for information and entertainment.

Our competitive response is total AI integration: using it not just for targeting, but for generative engine optimisation (GEO) –restructuring all social and owned content to be cited as authoritative data by conversational AIs.

This shift forces a move from optimising for the user’s presence to optimising for the algorithm’s preference, making our data and AI infrastructure (such as the DMP) the primary strategic asset for predicting intent and guaranteeing visibility.

Our 2026 budget will reflect the mandatory investment in AI as capital expenditure. We are aggressively shifting funds away from manual, labour-intensive marketing operations towards data and AI infrastructure. This includes significant investment in advanced DMP functionalities to enhance predictive modelling capabilities. Specifically, the funds will prioritise AI platforms for media mix optimisation, predictive analytics, and content automation (GEO tooling). The goal is to drastically reduce the human hours spent on repetitive tasks (for example, reporting, segmenting, A/B testing), enabling our teams to focus solely on highvalue, creative, and ethical supervision of AI – maximising every dollar’s AI-forecasted ROI.

Sofia Yip, head of brand and Gen Z Lab, APAC lead, Edelman

Today, 80% of people trust the brands they use more than the government, media, NGOs or even employers. Even as economic headwinds tighten consumption, and consumer attention spans shrink, this trust shows brands still hold strong potential to lead.

That potential starts with grasping emerging generational realities such as Gen Z’s demand for unfiltered authenticity and the untapped potential of the 55-plus demographic. Monetisation will span tailored products and experiences for these groups – from FMCG, travel, and finance to wellness across all walks of life. Younger audiences are moving away from conspicuous consumption towards choices rooted in brand promises.

The 55-plus segment commands 50% of global consumer spending power, yet faces insufficient tailored experiences to match. In the very near future, we’ll see a surge of market initiatives targeting this segment – brands that haven’t started exploring or investing in it now will find themselves playing catch-up which will be too late.

Adwin Lau, head of marketing, Fairwood

The next big wave to impact the F&B industry will be the rapid integration of AI and end-to-end digital transformation. AI-powered personalised marketing and predictive analytics will not only meet evolving consumer demands for convenience and customisation, but will also proactively anticipate them.

This technological shift will fundamentally reshape the entire customer journey, optimising both online and offline experiences to foster greater loyalty. In 2026, our focus will be on deploying AI-driven data analytics tools to gain deeper consumer insights, optimise menu offerings, and streamline marketing campaigns. This strategic initiative is key to strengthening our brand relevance. In addition, we will leverage AI technology to enhance the creation of our advertising creative.

Our 2026 budgeting strategy will prioritise directing resources towards digital marketing and CRM enhancement, while maintaining flexibility to respond to market changes. We will also deploy resources towards AI tools and targeted promotions to maximise ROI and strengthen our competitive position in the landscape.

The one key focus area for 2026 is enhancing the customer experience through deeply integrated, technology-enabled personalisation. By leveraging timely data analytics and AI, we aim to deliver tailored promotions and highly relevant interactions, ensuring we remain relevant and preferred among diverse consumer segments in Hong Kong’s dynamic and competitive market.

Crystal Wai, managing director, 5ives Communications

The next major shift will be the move from visibility to meaningful relevance. As AI-driven discovery replaces traditional browsing behaviours, audiences are becoming more discerning and values-led. PR will no longer be only about mass exposure, it will be about crafting narratives that feel authentic, culturally grounded, and deeply resonant.

Brands will need to earn attention through purpose-led stories instead of relying on broad reach. While AI will naturally integrate into daily PR workflows – from smarter monitoring to accelerated content development – the real focus isn’t on adopting every new tool. It’s on using technology to enhance creative thinking, sharpen strategic clarity, and free up humans to do what machines cannot: understand emotion, culture, and context.

The winning formula will be AI-enabled efficiency paired with human intuition. My priority is to humanise communications in an AIfirst world. That means deepening community connections, working closely with trusted creators, and ensuring every brand story is anchored in purpose.

Carol Yeung, managing director, Golin Hong Kong

PR is increasingly shifting from reputationbuilding to ROI-driven communications. Brands now demand quantifiable business impact –business conversion, lead generation, and customer acquisition metrics.

This elevates PR from a support function to one of the core business growth drivers, requiring teams to be more integrated with marketing efforts and understanding data analytics alongside traditional storytelling.

We’re becoming a fully AI-integrated agency. In September this year, we launched

“First Answer” – our AI visibility platform helping brands dominate AI search results. This is based on a critical insight that up to 90% of AI-generated responses are pulled from earned media sources. As consumers increasingly rely on AI for recommendations, brands must optimise for AI discovery, creating a new discipline alongside traditional SEO.

Following our Hong Kong office’s doubledigit growth in 2025, we’re continuing our upward trajectory with strategic investments in AI infrastructure and training, talent acquisition, and refreshed service offerings such as AI optimisation and integrated communications solutions. We’re balancing growth ambitions with operational excellence to ensure a sustainable expansion.

Mingjun Lu, general manager of marketing and ancillary, HK Express

The next wave will be all about personalisation and immersive travel experiences. By 2026, travellers will expect airlines to understand their needs and offer seamless journeys that go beyond the flight. For HK Express, this presents a great opportunity to create more value with relevant add-ons and experiences that will make every trip feel personal and rewarding.

At the same time, the industry is becoming increasingly retail-driven – with customers discovering, choosing, and purchasing travel products much like they do in eCommerce. For HK Express, this inspires us to reimagine our digital channels and onboard experiences as vibrant retail spaces that make it easier – and more fun – for guests to customise their journeys.

Partnerships will also continue to play a big role. Working with tourism boards, mobility providers, and lifestyle brands allows us to develop creative offers that enrich our guests’ travel while supporting local destinations, all while keeping to our promise of affordable and meaningful travel.

In 2026, HK Express will focus on growing ancillary revenue through smarter and more personalised retailing. By leveraging data to better understand our travellers, we can tailor relevant offers – from seat upgrades and baggage bundles to in-flight F&B and destination experiences – that will enhance each journey while reinforcing our promise of smart value. This approach not only enriches the guest experience, but also strengthens sustainable growth for a modern low-cost airline.

Rudi Leung, founder and director, Hungry Digital

2026 won’t belong to the noisiest brand in the room. It will belong to those who make people feel something relevant. The next chapter won’t be driven by technology alone, it will be driven by culture. Gen Z and Gen Alpha are asking better questions. They’re not looking to be targeted. They’re looking to belong. To believe.

enhance influencer marketing effectiveness, and experience-driven technologies that bridge physical and digital touchpoints.

We’re prioritising solutions that will allow us to design personalised, measurable experiences, from connected commerce to dynamic content ecosystems, ensuring creativity delivers tangible business outcomes.

Sherman Yeung, managing director, Ogilvy Advertising HK

Creativity itself is expanding. Agencies are moving into process design, experience architecture, and service innovation – areas where creative thinking directly shapes operations and delivers measurable growth. True industry leaders must now understand platforms, media mechanics, and business models as fluently as storytelling because clients demand direct connections to growth – not just reach or awareness.

are becoming a new form of word-of-mouth, influencing purchase intent and collapsing the path from discovery to decision.

Overall, budgets will remain unchanged, but there will be a channel shift from display to AI-driven discovery and GEO strategies. Ads in AI mode remain in an early-stage experimental phase (OMG research), contributing less than 1% of traffic. The real advantage lies in content – optimising for AI visibility through structured data and GEO to capture answers, not just clicks.

Jarvis Wong, partner, Omelette Digital

AI is quickly shifting from a buzzword to a baseline expectation. The mastery of key AI tools will soon be essential for everyday productivity, even if we’re still a few years away from AI consistently delivering true, client-ready final outputs.

The Greater Bay Area, alongside the rising influence of new Hongkongers, represents a major growth frontier. Influence here flows fast through creators, celebrities, media, and grassroots voices. The brands that succeed will be the ones that embed themselves in this cultural current, not hover above it.

Our focus for 2026? Stay creatively restless. Stay relevant. Stay hungry. But above all – stay honest. Because in a world racing towards efficiency, the true luxury is originality – with soul.

Jacqueline Yeung-Lam, managing director, Leo Burnett Hong Kong and Prodigious Hong Kong

While AI is undoubtedly reshaping our industry, the bigger wave is how creative agencies are evolving beyond pure creativity to become partners in business transformation. As Publicis Groupe Hong Kong CEO Tom Kao often reminds us, we’re not here to only provide creative solutions, but creative commercial solutions.

That’s also why our clients increasingly look to us for solutions that integrate creativity with commerce, data, and technology. The growing power of experiences – from immersive brand ecosystems to connected customer journeys – will redefine how brands build relevance and loyalty. Creativity will remain the spark, but its true value lies in orchestrating transformation across the entire business.

In 2026, our focus will be on technologies that enable connected creativity at scale. This includes platforms that unify identity and data, tools that

The democratisation of tools does not mean every idea is equal; our focus is on enabling more voices to contribute, guided by experienced creative leaders who blend pattern recognition, insights, and the strategic discipline needed to deliver great work.

Clients seek clarity, accountability, and results. For us, that means shifting from sentiment metrics to business impact, and being explicit about how creativity, technology, and operations work together to drive performance. It also means building teams who are as comfortable with commercial logic as they are with creative craft, and simplifying our offerings so clients are clear on what we deliver and how it creates value.

Timmy Kwok, head of performance, OMG HK

AI is no longer a backend tool, it’s transforming consumer behaviour and marketing economics. AIpowered search is creating a zero-click world, where 50% of consumers check Google’s AI overviews first, and 20% expect them to fully answer queries.

Organic CTRs have dropped 60%, along with paid CTRs (70%), while 46% of consumers use AI for research and 17% purchase via AI recommendations. Visibility in AI-driven environments is now mission-critical. We’ll focus on generative engine optimisation (GEO) – structuring content for AI readability and credibility to ensure brands appear in AIgenerated answers. Early adopters report 40% higher visibility and 4.4x better conversions versus traditional SEO. AI recommendations

At the same time, the pendulum is swinging back towards genuine in-person connection. We’ve seen this first-hand through the overwhelming responses to our recent activations for La Mer, Uber, and the Oriental Watch Company.

Physical experiences are making a strong return, prompting brands to rebalance their presence – from purely virtual touchpoints to richer and more immersive IRL engagements. For major retail marketplaces, this hybrid approach will become even more crucial as a complement to pure eCommerce.

Ultimately, our business isn’t about selling products, it’s about selling creative thinking. And while creativity is powerful, it can also be demanding. That’s why we’re equipping our team with the foundational knowledge of key AI tools as productivity enablers, helping them work smarter, stay agile, and preserve more of their energy for the high-value creative work that makes the difference.

Jeffrey Hau, CEO, PRIZM Group

As we move into 2026, the biggest wave hitting digital and CRM is the rise of generative AI. It is suddenly possible to produce huge volumes of social content, even videos, at a cost that used to be unthinkable. This means the brands with the biggest budgets are no longer the only ones who are in the game.

For me, the real question is not: “How much AI can we use?” but “How do you make yourself stand out in AI?” Think about just like when machinery took over production and people started to treasure handmade goods,

the psychology behind authenticity will matter even more.

Budgeting in 2026 will be all about spending smart. We want investments that come with trackable KPIs, but we also need to invest in long-term capabilities. Tools will keep changing, but the team’s mindset and literacy in AI should stay with us for the long run.

My key focus next year is learning to keep up with all the new tech, but not blindly chasing every trend. Trends come and go faster than ever. We need to act fast, but think slowly. And of course, we’re pushing harder on cross-border opportunities in China and across Asia. With globalised eCommerce and social platforms, there are basically no borders anymore. Even influencers cannot just be focusing on a single market now, the most successful ones aren’t stuck in one region, our clients shouldn’t be either.

Charles Lankester, EVP, global reputation, Ruder Finn Asia

There are three trends PR experts need to be aware of in 2026. First, the growing in-sourcing (aka pinching) of smart agency talent. Clients are building “in-house agencies” very effectively for much of the “ongoing” communications work.

Second, a greater and greater reliance on agencies for complex, difficult assignments that need proven experience. Crisis, litigation, brand strategy and reputation advisory are all areas where our phone does not stop pinging.

Third, proof of value. This is always the holy grail of PR, but the vast array of new tech is already making the fluffy stuff far more measurable and granular.

Our one key area of focus? Partnerships. We are very fortunate to have some of the brightest in the industry at Ruder Finn Asia: we know as our people are always getting pinched – see above!

We are also honoured to be working with great clients where there is mutual respect, a shared mission and strong collegiality. Often even affection! When strong partnerships form the base of any business, careers thrive, great work is created and clients and colleagues see the results they achieve.

Gian Chan, marketing lead, Sanrio Global Asia

In 2026, I believe the retail industry will be transformed through brand innovation and cultural respect, helping us build real emotional connections with consumers.

The next wave of change will focus on authenticity, inclusion, and sustainability, compelling brands to adapt and resonate on a human level. Leveraging advanced technologies such as AI-driven personalisation, immersive AR experiences, and data analytics will be crucial in understanding diverse consumer needs and preferences.

My key focus will be on creating meaningful brand experiences that honour cultural diversity and foster emotional bonds. By embracing innovation and staying true to our core values, we can cultivate loyalty and relevance in an ever-evolving retail landscape, ensuring that both brand and community flourish together.

Chris Tam, co-founder, SDMC

The next big wave in the digital industry will be the integration of generative AI, automation, and hyper-personalisation across every touchpoint – transforming marketing, operations, and customer engagement.

AI-powered automation and workflow tools will drive real-time decision-making, predictive analytics and ultra-personalised experiences, while omni-channel strategies and immersive technologies such as AR/VR will reshape digital interactions.

Retail media platforms will enable direct commerce integration, turning content into instant sales opportunities. These technologies will be critical for capturing attention and driving conversions in a crowded digital landscape.

The next wave reshaping PR is brand reputation at scale in the AI era. As AI levels the playing field on speed and reach, it also commoditises content and accelerates misinformation and AI hallucinations.

The key differentiator for communicating with target audiences is whether content comes from verifiable, credible sources. Brands will compete on proof and usefulness, not just polish for views. PR is central to earning that trust while sustaining human-led creative flair in campaigns and communications planning.

PR now has one more stakeholder to manage: AI agents. These AI systems prioritise authoritative and structured information. PR and communications teams should create content that media, influencers and platforms can easily pick up, and that AI systems can reliably ingest and interpret.

Jay Ng, director, SO DON’T BORE

AI is indisputably shaking up the creative world, just peek at the industry’s growing gallery of AIgenerated ads, each slicker and faster to market than the last. But as robots churn out content, the real treasure is becoming unmistakable: genuine human insights, emotion, and imagination.

At SO DON’T BORE, AI isn’t our shortcut to a cheaper campaign. It’s more like a camera lens to bring ideas into sharper focus, but it’s the creative eye behind the lens that makes the work memorable. If AI doesn’t make the idea sharper, richer or more unexpected, it’s not earning its spot in our process.

Carbo Yu, regional executive director, Sinclair

Advertising has always been about ideas that stand out. In 2026, amidst a sea of AIgenerated ads, we’ll stick to making work the hard way: the human way, complete with real-world obsessions, crafted detail, and a stubborn refusal to bore.

Haymans Fung, global and Hong Kong head, wealth and retail banking marketing, Standard Chartered

While it’s imminent that marketing in future will increasingly be enabled to deliver personalisation at scale with technology and AI, brands would also need to work harder in driving differentiation and preference via exclusive experiences, empathy-led messaging and seamless customer journeys that help build trust and brand equity.

At Standard Chartered, technology is at the core of our marketing engine driving not just personalised customer experiences but also enabling marketers to deliver high quality creatives and strong media outcomes in a timeand cost-efficient way, at scale.

Our 2026 focus would be to do marketing in a bolder, sharper and smarter way. Bolder with more aspirational marketing – We don’t just market ‘wealth’ – we reflect it, live it, and elevate it. Sharper by winning with our expertise and equity in wealth. With over 170 years of history, we continue to strengthen our brand as the leading international wealth manager. Smarter by building a future-ready, globally connected marketing function that taps on data-driven marketing, and AI-led efficiencies in driving marketing excellence.

In essence, we aim to set the gold standard in marketing, where innovation meets expertise, and technology amplifies the human touch. By doing so, we not only stay ahead of the curve but also redefine what it means to be a leader in the global banking industry.

Kevin Shui, CMO, Starry 2026 will see further AI advancements and technological breakthroughs. This will lead to shifts in how people interact with the world around them

We have been constantly developing new offerings, including those in the space of AIO and AI-driven campaigns, which enable us to exponentially increase brand visibility among target audiences. On top of tracking, campaign automation, and optimisation, AIO will continue to be an essential part of our integrated services.

– across the digital space and physical experiences – and how businesses can engage effectively with consumers.

Brands have to offer a more 360-degree, personalised phygital experience, along with offers powered by AI-driven data analytics and actions.

As Gen Z becomes a power consumption force, we shall see the rise of immersive, phygital, experiential marketing campaigns, likely IP-led or blended with arts and culture, but more than just being instagrammable. AI and technologies will play an important role in enhancing the experience and unlocking business opportunities along the phygital brand journey.

Kate Kwan, managing director, Greater China, TEAM LEWIS

The next big wave will undoubtedly be AI, particularly in the space of content creation and the automation of audience targeting. These advancements are set to completely change how we deliver and measure results for brands.

As consumers increasingly turn to AI tools instead of using search engines for answers, we know that a well-executed AIO strategy will help to maximise a brand’s earned media results for AI search results.

Combined with a strong PR strategy focused on citations in credible and frequently cited publications, we will target sources cited by AI models. In 2026, my primary focus will be supporting Chinese brands as they expand globally. Our new Shenzhen offering and strong expertise in the technology space, combined with our extensive global network, means we are well-positioned to deliver comprehensive go-to-market strategies for these brands.

Kevin On, general manager, The Hoffman Agency

Everyone will be looking for some shape or form of AI to do things better, faster and smarter. For the PR industry, the real shift isn’t about which AI tools to use, but how and where to apply them. Whether you’re in-house or at an agency, GenAI should go beyond content creation. Think productivity as much as creativity.

Clients expect smarter strategies and better time management. The value also lies in how AI and automation enhances teams, streamlines operations, and impacts the bottom line. Embracing this requires intentional

experimentation and integration, and that’s the real transformation.

Technology is able to solve most business challenges, and in 2026, we will only see more investments in AI and cloud infrastructure, workflow and business process automation, and human-centric tech, that can enhance workforce productivity, collaboration and upskilling.

This momentum means more work for our clients and our agency, which is a very encouraging sign. To anticipate this growth, we are also budgeting for additional headcounts, especially tech geeks, creative storytellers and people who are always asking “what next?”

As the leading integrated communication tech consultancy, our core competency and focus lies in making sense of complexity. From the complexities that come with geopolitics impacting supply chains and trade to helping businesses discover the commercial benefits of GenAI and agentic AI, there’s (always) technology that needs explaining. This is where The Hoffman Agency will continue to focus on, and it’s what we do best.

Stella Leung, SVP, Greater China and Korea, The Trade Desk

The biggest shift ahead is not a single technology, it’s a structural reset of the programmatic ecosystem. Today, many advertisers struggle with a supply chain that feels complex and opaque, making it hard to understand where their budgets go or the quality of the placements they buy.

The next wave will be a collective push for a cleaner, simpler, and more transparent supply path. Advertisers want accountability, publishers want fairness, and audiences want high-quality experiences on the open internet. These pressures are converging to reshape the value exchange across the ecosystem.

In many ways, the open internet is entering a new stage of maturity. We’re moving away from a fragmented system towards one built on direct connections, shared standards, and clear returns. This shift will redefine how trust, value, and performance are created in digital advertising.

For the Hong Kong market in particular, audience attention is increasingly fragmented across a vast landscape – from streaming TV and online video to digital audio, connected devices, and even physical retail. Consumers move seamlessly between online and offline environments, and their journey is no longer linear. For brands, this means that every screen, every surface, and every moment along the journey matters.

Maggie Wong, CEO, VML Hong Kong

The creative industry is set to experience a deepening integration of human-first creativity and AI-powered technology, fostering a powerful partnership that will shape its next major wave of change. Imagine a world where our unique human qualities – our empathy, vision and ethical compass – is celebrated more than ever.

At the same time, cutting-edge AI and smart automation will handle the heavy lifting, making creative processes smoother, boosting what we can achieve, and opening doors to exciting new forms of expression. This isn’t about one replacing the other; it’s about finding a brilliant balance.

Humans will remain the innovative leaders, infusing projects with genuine emotion, purpose and meaning. Meanwhile, AI will act as the ultimate enabler, providing the efficiency, scale and processing power to bring bold, human-led ideas to life on an unprecedented scale.

As we move forward, my focus will be on driving AI enablement and transformation across our teams, and embedding AI into our operations to elevate the quality and value of the services we offer. But even as we embrace this new way of working, we must continue to celebrate the irreplaceable spark of human creativity. Together, human-first creativity and AI will unlock limitless possibilities.

Florence Kong, founder and managing director, We Glow HK By 2026, people will find content mainly through AI assistants and answer engines, not traditional feeds or search. That means display ads matter less, and content needs to be clear, useful, and easy for AI to recommend. At the same time, as more AI-made content fills the internet, real human stories will stand out. Authentic voices and lived experiences will become a key signal for both audiences and algorithms.

We’ll continue to explore advanced AI video tools (such as Sora and Runway) to speed up production – from ideas to quick video versions for testing. The next step is AI that can keep a story consistent across many shots. Humans will still lead the story: we define the world, characters, tone, and emotions, and we’re the final quality check to make sure the work feels real and meaningful.

We’ll shift budgets from display ads to strong and helpful content that AI can surface easily. We’ll invest in creators and expert partners to bring trusted, human voices to our work. And we’ll keep building our own communities and first-party data so we can talk directly to our audience and personalise responsibly.

Silas Ho, senior vice president, client leadership, WPP Media Hong Kong

The next big shift is the move to an intelligent era, where AI becomes part of every stage of media planning and activation. For us, 2026 is about making this real through WPP Open, our proprietary platform that connects discovery, planning, activation, and measurement in one system.

It will help us integrate client data with market signals and apply AI models that improve speed and precision in a privacy-safe manner. We’ll also push measurement beyond basic KPIs to attention and outcome metrics that matter for growth.

When it comes to budgeting, we’ll stick to the 80/20 principle: 80% to deliver today’s results more efficiently, 20% reserved for testing new ideas and technologies. My priority is helping our teams combine human judgment with AI so they can spend less time on manual tasks and more time creating ideas that connect across the full funnel. That’s how we keep Hong Kong brands competitive in a market where fragmentation and privacy challenges demand smarter and faster solutions.

Scotty Ho, vice president, GBA strategy and growth, Hong Kong, WPP Media

For Chinese brands in the Greater Bay Area expanding into Hong Kong, and beyond, the next big shift is AI-driven growth that will make marketing more personal and culturally relevant. Success means breaking down silos across the consumer journey – from building awareness to driving conversion – while adapting to each market’s digital landscape.

In 2026, our priority will be a privacyfirst data collaboration. Using clean-room technology (powered by InfoSum) and WPP Media’s governance framework, we can share insights securely and activate campaigns without moving sensitive data.

This will build trust and meet regulatory requirements while enabling smarter personalisation. Budgets will move away from short-term performance spend towards brandbuilding and full-funnel investment because long-term growth comes from creating preference, not chasing clicks.

My focus: make Hong Kong the strategic hub for outbound growth, and helping Chinese brands scale confidently into regional and global markets with strong compliance, faster execution, and AI-powered insights that keep campaigns effective.

TITLE SPONSOR

In a year of tightened budgets and shifting consumer expectations, the advertising industry has faced the challenge of doing more with less. This pressure has sparked a creative renaissance with agencies focusing on consumer-centricity to craft resilient and resonant campaigns – proving that meaningful connections are still possible despite the challenging times.

And that is exactly why the Marketing Excellence Awards exist. Designed to recognise the exceptional talent and achievements that define the region’s dynamic marketing industry, the awards brought industry professionals together at the Kerry Hotel on 14 November to see if their companies would take home the top honours.

This year, the competition was incredibly tight with over 810 entries across 37 categories, and a total of 117 trophies awarded to the leading brands and agencies across the region.

MARKETING-INTERACTIVE would like to thank our 37 esteemed judges for their time and effort in reviewing the submissions. We would also like to express our heartfelt gratitude to our title sponsor, CODY out of home, for its invaluable support.

Congratulations to all the winners and see you again in 2026.

STUART WOOLLFORD Director of Group Brand AIA Group

PECKY SZE

Marketing Director Amoy Food

JASMINE LAM

Head of Marketing BOC Group Life Assurance Company

CHARLES CHOW Head of Corporate Affairs of Hong Kong and Macau AstraZeneca

ANGEL TAM

SAMSON FONG

Regional Head of Marketing Beame

Marketing Director Café de Coral MEKO CHAN SVP, Digital Marketing, Retail Banking Committee China Construction Bank (Asia) Corporation

JEFFREY WONG Director of Sales & Marketing Black Sheep Restaurants

SUZANNE TONG

General Manager, Marketing China Life Insurance (Overseas) Company

IVY CHEUNG

Chief Marketing Officer

Chubb Life

FANN YUEN Group Own Brand Director DFI Retail Group

NATALIE CHAN Director, Branded Experience and partnerships Hasbro (APAC)

MONICA CHUNG

Head of Personal Banking Marketing, Wealth and Personal Banking

HSBC Hong Kong

CANDY LUNG Head, Marketing & Promotions – Festival Walk Mapletree North Asia Property Management

KARL LI Global Marketing Director Express LUCK Technology

AMY LAM Deputy General Manager, Corporate Communications Henderson Land Group

MAVIS CHAN Head of Marketing Kitchen Infinity

ZIV WANG VP, Head of Marketing and Communications, HK Macau Marsh

JASMINE YU Director of Marketing Peak Tramways Company

ELYSE GLENN

Director CommunicationsGlobal Supply Chain Schneider Electric

CONSTANCE CHEUNG Head of Marketing GoGoX

EUGENE LO

Associate Marketing Director Hong Kong Arts Festival Society

WINNIE CHAN Marketing Director, Hong Kong & Macau Klook

CHIMMY LEUNG Head of Corporate Communications Melco Resorts & Entertainment

GIGI CHEUNG Managing Director Plaza Premium Group

ERIC CHAN Director and Head, Growth and Digital Marketing, WRB Marketing Standard Chartered Hong Kong

JOAQUIM ALFANI

International Marketing Director, Asia Pacific Groupe SEB

TRACY HUANG Head of Marketing and Development Hong Kong Chinese Orchestra

NATALIE TSUI Chief Marketing Officer Knight Frank Greater China

CHLOE TSAI Group Assistant Director of Marketing Communications Nina Hospitality

JENNY CHUNG Director of Integrated Marketing and Communications

Regent Hong Kong

CINDY YUNG Head of MarketingTEMPUR China Tempur Sealy International

MAGGIE CHIEN Global Brand Director Lee Kum Kee

KELVIN TSANG Head of Marketing PARKnSHOP

HEEJEONG KIM Vice President, Head of Brands Samsonite Asia

AGNES LUNG Executive Director & Group Chief Marketing & Digital Officer Uni-China Group

URICA WONG Vice PresidentGroup Marketing Weave Living

Excellence in Performance Marketing

GOLD

DBS Bank (Hong Kong)

Brand: DBS SME Banking Campaign: DBS SME Banking –Unlimited Business Opportunities at your Fingertips Agency: FABCOM

Excellence in Anniversary Marketing

GOLD

MHK Restaurants

Brand: McDonald's Hong Kong Campaign: 50 Benches

Agencies: DDB Group Hong Kong, OMD Hong Kong

Excellence in Brand Strategy

GOLD

Gin Hung Industrial Company

Brand: Honor Magic7 Pro Campaign: Rewrite a Smarter Story Agencies: Narrow Door, Wavemaker

SILVER HSBC

Campaign: HSBC Tax Loans Agencies: Omnicom Media Group, Quantcast

BRONZE

UA Finance

Campaign: UA Finance 0% interest rate campaign Agency: WPP Media

SILVER

Mentholatum

Campaign: Mentholatum –135th Anniversary – “The Little Nurse in All of Us” Agencies: Sunny Idea, Omnicom Media Group

BRONZE

The Hong Kong Jockey Club

Campaign: 140th Anniversary of The Hong Kong Jockey Club

Agencies: VML Hong Kong, PHD Hong Kong, Mirum Hong Kong

SILVER

Cathay Group

Brand: Cathay Campaign: A Cathay Flypast to remember

Agencies: Leo Hong Kong, MSL Hong Kong

BRONZE

Jebsen Wines and Spirits

Brand: Aperol Campaign: Spritz “N” Beats Agency: GHC Asia

Excellence in Branded Content

GOLD

Samsung Electronics HK

Brand: Samsung Mobile Hong Kong

Campaign: Galaxy AI Brings Us Closer

Together Agency: NoTwo HK

SILVER

3 Hong Kong

Brand: WORLD PLAN Campaign: One Plan One World.

3 For You!

Agencies: The Bread Digital, PHD Media Hong Kong

BRONZE Cathay Group

Brand: Cathay Campaign: A Cathay Flypast to remember

Agencies: Leo Hong Kong, MSL Hong Kong

Excellence in Content Marketing

GOLD

Cathay Group

Brand: Cathay Campaign: A Cathay Flypast to remember

Agencies: Leo Hong Kong, MSL Hong Kong

SILVER

Swire Properties

Campaign: Swire Properties x LFC “Welcome to Anfield –The LFC Experience”

BRONZE

Visa Hong Kong

Brand: Visa Campaign: #TravelWithVisa. Be the Traveller You Want to Be Agency: The Bread Digital

Excellence in Corporate Social Responsibility

GOLD

Standard Chartered Bank (Hong Kong) Campaign: Anti-Fraud Campaign 2025

Agency: Secret Tour (HK)

SILVER HSBC

Campaign: HSBC’s Fraud Prevention University Agencies: MSL Hong Kong, Hungry Digital, NNNNNNN, OMG

BRONZE Schneider Electric (Hong Kong) Campaign: Schneider Electric Ignite Your Impact Challenge Agency: Madbox Communications

BRONZE Swire Properties Management Brand: Pacific Place Campaign: Where Bricks Bloom Agency: Neonet

Excellence in Marketing Innovation

GOLD

Standard Chartered Bank (Hong Kong) Campaign: “Save to Play, Play to Save” SCB Toy Story Deposits Campaign Agencies: Leo Hong Kong, dentsu Hong Kong

Excellence in Event Marketing

GOLD

Standard Chartered Bank (Hong Kong) Campaign: Unstoppable Reds: From Anfield to Hong Kong Agencies: Leo Hong Kong, dentsu Hong Kong

SILVER

Hang Seng Bank

Brand: Hang Seng BankPreferred Banking Campaign: Preferred Banking – Plan Smart For Every Dollar Campaign Agency: Sunny Idea

BRONZE

Gin Hung Industrial Company

Brand: Honor Magic7 Pro

Campaign: Rewrite a Smarter Story Agencies: Narrow Door, Wavemaker

Excellence in Targeted

Event

GOLD

HSBC

Brand: HSBC One Campaign: HSBC One: Fashion x Esports Drop Agencies: OMG Hong Kong, MSL Hong Kong

SILVER

MHK Restaurants

Brand: McDonald's Hong Kong Campaign: From Bites to Beats –McDonald’s 50th Anniversary “i’m lovin’ it” Concert Agencies: DDB Group Hong Kong, OMD Hong Kong

BRONZE adidas Hong Kong

Brand: adidas Originals Campaign: adidas Originals

Superstar Campaign Agency: We Glow

SILVER

Standard Chartered Bank (Hong Kong) Campaign: Unstoppable Reds: From Anfield to Hong Kong

Agencies: Leo Hong Kong, dentsu Hong Kong

SILVER

Uber Hong Kong Campaign: The Airport Code War Agency: Omelette Digital

BRONZE

LEGO® HongKong, Citywalk

Brand: LEGO® HongKong Campaign: STAYFUN x LEGO® :The LEGO® Bricktopia at Citywalk Agencies: Makeitloud Marketing (STAYFUN), Boxing Promotions

Excellence in Customer Experience

GOLD

Standard Chartered Bank (Hong Kong) Campaign: Unstoppable Reds: From Anfield to Hong Kong Agencies: Leo Hong Kong, dentsu Hong Kong

Excellence in Digital Marketing

GOLD

Uber Hong Kong Campaign: The Airport Code War Agency: Omelette Digital

SILVER Chinachem Group Campaign: Summer Go!ympics Agency: AMPM

BRONZE Swire Properties Campaign: Swire Properties x LFC “Welcome to Anfield –The LFC Experience”

SILVER

SHISEIDO Hong Kong

Campaign: ULTIMUNE Full Bloom Beauty Campaign Agencies: iProspect Hong Kong, Omelette, Pontac, Untitled

BRONZE CATHAY GROUP

Brand: CATHAY Campaign: Nothing Beats Being There Agency: Digitas

Excellence in Data-Driven Marketing

GOLD

HK Express Campaign: Always On Performance Campaign Agency: FABCOM

SILVER CATHAY GROUP

Brand: CATHAY Campaign: Nothing Beats Being There Agency: Digitas

BRONZE

DBS Bank (Hong Kong)

Brand: DBS SME Banking Campaign: DBS SME Banking –Unlimited Business Opportunities at your Fingertips Agency: FABCOM

Excellence in Creative Design

GOLD

HSBC

Brand: HSBC One

Campaign: HSBC One: Fashion x Esports Drop

Agencies: OMG Hong Kong, MSL Hong Kong

SILVER Hong Kong Tourism Board Campaign: Halloween Campaign 2024 Agency: Ogilvy

BRONZE AS Watson Retail Hong Kong

Brand: Fortress Campaign: “Go Fortress, Go Further” –50th Anniversary Branding Campaign Agency: Purple Cow Communications

Excellence in Financial & Insurance Marketing

GOLD

Hang Seng Bank

Brand: Hang Seng BankPreferred Banking Campaign: Preferred Banking – Plan Smart For Every Dollar Campaign Agencies: Sunny Idea, EssenceMediacom Hong Kong

SILVER

PrimeCredit

Brand: WeWa Campaign: WeWa ATL Campaign 2024: Think? No more. Agency: Secret Tour (HK)

Excellence in Influencers Partnership

GOLD

AlipayHK x Ant Bank Campaign: AlipayHK x Ant Bank 2024

Branding Campaign

Agencies: GAIA Communications, RDS Digital

SILVER

Oriental Watch Company Campaign: TAKE YOUR TIME with The Timekeepers Agency: Omelette Digital

BRONZE FWD Life Insurance Company (Bermuda) Campaign: Easy WealthPlus Endowment Plan 2 Agency: Digitas

BRONZE

HSBC

Brand: HSBC One

Campaign: HSBC One: Fashion x Esports Drop

Agencies: OMG Hong Kong, MSL Hong Kong

Excellence in Advertising

GOLD

SHISEIDO Hong Kong

Campaign: ULTIMUNE Full Bloom

Beauty Campaign

Agencies: iProspect Hong Kong, Omelette, Pontac, Untitled

Excellence in Interactive Marketing

GOLD

Swire Properties

Brand: Citygate Outlets Campaign: “Catch the Luck” CNY Campaign Agency: Cymballe

Excellence in Launch/Rebranding

GOLD

TamJai International

Brand: TamJai SamGor Mixian Campaign: DARE TO CREATE THE NEW SPICY campaign

Agencies: Narrow Door, Noah Workshop, Bakery

SILVER foodpanda Hong Kong Campaign: Snooze More with foodpanda Agency: Sunny Idea

BRONZE

Bank of China (Hong Kong)

Brand: BOC Credit Card Campaign: Mr. Rewards’ Amazing Forecast Agency: SO DON'T BORE

SILVER

Bank of China (Hong Kong)

Brand: BOCHK Go Card Campaign: BOCHK Go CardMTR^advertising AI Go Experience Agency: Bravo Media

BRONZE

Standard Chartered Bank (Hong Kong)

Campaign: “Save to Play, Play to Save” SCB Toy Story Deposits Campaign

Agencies: Leo Hong Kong, dentsu Hong Kong

SILVER

MHK Restaurants

Brand: McDonald's Hong Kong Campaign: MaccyLeaks

Agencies: DDB Group Hong Kong, OMD Hong Kong

BRONZE Fairwood Holdings

Brand: Fairwood Campaign: Thick-Cut US Pork Cutlet: The Crispy Taste of Youth Agency: Hardchi Creative

BRONZE GSK

Brand: Shingles Disease Awareness Campaign: Shingles, what does it have to do with me?

Agency: McCann Health Hong Kong

Excellence in Lifestyle & Entertainment Marketing

GOLD

Uber Hong Kong

Campaign: The Airport Code War Agency: Omelette Digital

SILVER

Cathay Group

Brand: Cathay Campaign: Nothing Beats Being There Agencies: Leo Hong Kong, Digitas, MSL, Luminous MSL

BRONZE

Oriental Watch Company Campaign: TAKE YOUR TIME with The Timekeepers Agency: Omelette Digital

Excellence in Loyalty Marketing

GOLD

DFI Retail Group

Brand: Wellcome Campaign: Wellcome’s 80th Anniversary Integrated Customer Campaign Agency: L - founders of loyalty

Excellence in Integrated Marketing

GOLD

HSBC

Campaign: HSBC Loan Campaign –Unlock Real Potential Agencies: Saatchi & Saatchi, Omnicom Media Group

SILVER

FWD Life Insurance Company (Bermuda) Campaign: FWD MAX: Driving Lasting Engagement and Acquisition through Loyalty Innovation

BRONZE HK Express Campaign: Always On Performance Campaign Agency: FABCOM

SILVER

Lee Kum Kee (Hong Kong)

Brand: Lee Kum Kee First Draw Soy Sauce Campaign: Every Ingredient Deserves to Shine Agencies: Hungry Digital, Wavemaker Hong Kong

BRONZE

Nike HK Brand: Nike Campaign: Race Attack Agency: Assembly

Excellence in Mass Event

GOLD

Hong Kong Tourism Board

Campaign: Halloween Campaign 2024 Agency: Ogilvy

SILVER

Hong Kong Tourism Board Campaign: Hong Kong New Year Countdown Celebrations

BRONZE HSBC

Campaign: HSBC's Fraud Prevention University Agencies: Hungry Digital, Omnicom Media Group, MSL Hong Kong, NNNNNNN

Excellence in Omnichannel

GOLD

Cathay Group

Brand: Cathay Campaign: Nothing Beats Being There Agency: Digitas

SILVER

DBS Bank (Hong Kong)

Brand: DBS SME Banking Campaign: DBS SME Banking –2025 Year of the Snake Campaign Agency: BYFA Consultancy

Excellence in Out-Of-Home Marketing

GOLD

MHK Restaurants

Brand: McDonald's Hong Kong Campaign: 50 Benches

Agencies: DDB Group Hong Kong, OMD Hong Kong

SILVER

AIA

Campaign: AIA MTR^ advertising campaign - Kai Tak & Sung Wong

Toi Domination Agencies: Bravo Media, Zenith

BRONZE PrimeCredit

Brand: WeWa Campaign: WeWa ATL Campaign 2024: Think? No more. Agency: Secret Tour (HK)

BRONZE HSBC

Campaign: Client Continuum Campaign Agencies: Saatchi & Saatchi, Omnicom Media Group

Excellence in Partnership/Sponsorship

GOLD

foodpanda Hong Kong

Campaign: Snooze More with foodpanda Agency: Sunny Idea

SILVER

TamJai International

Brand: TamJai SamGor Mixian

Campaign: TamJai SamGor Mala Soup

Flavour Instant Noodles Campaign Agency: Noah Workshop

BRONZE

Prudential Hong Kong

Brand: Prudential Insurance

Campaign: Get Well Soon Menu Campaign

Agencies: Noah Workshop, Mindshare, StartPR

Excellence in Customer Engagement

GOLD

Merck Sharp and Dohme (Asia)

Brand: HPV Awareness Campaign: The Big Ask Agencies: Narrow Door, IPG mediabrands

Excellence

in

Public Relations

GOLD

MTR Corporation Campaign: Journey Together

Agencies: Mindshare, Uth Creative Group, The Bread Digital

SILVER HSBC

Campaign: The Savvy Always Chooses Red! Agencies: Hungry Digital, Omnicom Media Group

BRONZE

TamJai International

Brand: TamJai Yunnan Mixian Campaign: TamJai x Grandma’s Scones – The Mala Job Fair Agency: Hardchi Creative

SILVER

Octopus Card

Campaign: Octopus GO

Agencies: DDB Group Hong Kong, OMD Hong Kong

BRONZE

Klook Travel Technology

Campaign: Klook 10th

Anniversary Campaign Agency: RICE COMMUNICATIONS

Excellence in Retail Marketing

GOLD

Festival Walk Campaign: HANGYODON • HONG

KONG WINTER FUN FEST 2024

Agency: The Bridge Agency

SILVER

MoneyBack Campaign: MoneyBack “Find it, Earn it, Get MoneyBack” Campaign Agency: TBWA\ Hong Kong

BRONZE

CATALO Natural Health Science Brand: CATALO Campaign: CATALO 25th

ANNIVERSARY CAMPAIGN Agency: MORE PR & Marketing

Excellence in Social Media

GOLD

MHK Restaurants

Brand: McDonald's Hong Kong Campaign: MaccyLeaks

Agencies: DDB Group Hong Kong, OMD Hong Kong

Excellence in Experiential Marketing

GOLD

MHK Restaurants

Brand: McDonald's Hong Kong Campaign: 50 Benches

Agencies: DDB Group Hong Kong, OMD Hong Kong

SILVER MTR Corporation Campaign: Journey Together Agencies: Mindshare, Uth Creative Group, The Bread Digital

BRONZE Cathay Group

Brand: Cathay Campaign: A Cathay Flypast to remember

Agencies: Leo Hong Kong, MSL Hong Kong

SILVER

Hong Kong Tourism Board Campaign: Halloween Campaign 2024 Agency: Ogilvy

SILVER Swire Properties Campaign: Swire Properties x LFC

“Welcome to Anfield –The LFC Experience”

BRONZE

Unichina Group

Brand: Hong Kong Market Campaign: Beliverpool Market Agency: Hardchi Creative

Excellence in Use of Tech

GOLD

Cathay Pacific

Campaign: Cathay Pacific Flies High with DCO Flight Finder

Agencies: Digitas, Adzymic

SILVER

Ocean Park Hong Kong

Brand: Water World Ocean Park

Hong Kong

Campaign: Water World “Summer Party Time” pDOOH Campaign

Agency: Dentsu X Hong Kong

Excellence in Video

GOLD

Ocean Park Hong Kong

Campaign: Ocean Park Halloween Fest 2024 Campaign

Agency: The Bread Digital

SILVER

foodpanda Hong Kong

Campaign: Snooze More with foodpanda Agency: Sunny Idea

Excellence in Viral Marketing

GOLD

MHK Restaurants

Brand: McDonald's Hong Kong Campaign: MaccyLeaks

Agencies: DDB Group Hong Kong, OMD Hong Kong

SILVER

TamJai International

Brand: TamJai SamGor Mixian

Campaign: TamJai SamGor Mala Soup

Flavour Instant Noodles Campaign Agency: Noah Workshop

BRONZE

Standard Chartered Bank (Hong Kong)

Campaign: “Save to Play, Play to Save” SCB Toy Story Deposits Campaign Agencies: Leo Hong Kong, dentsu Hong Kong

BRONZE

Samsung Electronics HK

Brand: Samsung Mobile Hong Kong Campaign: Galaxy AI Brings Us Closer Together Agency: NoTwo HK

BRONZE

DFI Retail Group

Brand: 7-Eleven

Campaign: “Do not Download” Campaign Agency: Noah Workshop

Excellence in Media Strategy

GOLD

Cathay Pacific

Brand: CATHAY

Campaign: Nothing Beats Being There

Agency: Digitas

SILVER

Hang Seng Bank

Brand: Hang Seng Bank -

Prestige Banking Campaign: CFO Promotion: How Banking Bonds Family Agency: Indigo Concept

Excellence in Programmatic

GOLD

AS Watson Group

Brand: PNS eShop

Campaign: PNS eShop Convenience

Delivered Campaign Agency: FABCOM

SILVER

HSBC

Campaign: HSBC Tax Loans

Agencies: Omnicom Media Group, Quantcast

GOLD

Vitasoy International

Brand: Vita Lemon Tea Campaign: GEEP! That’s Me! Stay Real!

Agencies: Carat Media Services Hong Kong, Havas Worldwide Hong Kong

BRONZE

DBS Bank (Hong Kong) Campaign: DBS Treasures

Campaign 2024

Agencies: Potassium, Wavemaker Hong Kong

GOLD

DBS Bank (Hong Kong)

Brand: DBS SME Banking Campaign: DBS SME Banking – Unlimited

Business Opportunities at your Fingertips Agency: FABCOM

BRONZE

Asahi Beer Asia

Brand: Asahi Campaign: Asahi Dry Crystal: The Attention Revolution

Agencies: Dentsu X, Teads

Marketing Leader of the Year

Marco Lee

Deputy Head of Marketing, Wealth & Retail Banking

Standard Chartered Bank (Hong Kong)

Marketing Director, Food, Hong Kong & Macau

DFI Retail Group - Wellcome

Marketing

Team of the Year

Standard Chartered Bank (Hong Kong)

DFI Retail Group - Wellcome

GOLD

GOLD

SILVER Irene Man

SILVER X Wallet

BRONZE

Standard Chartered Bank (Hong Kong)

Standard Chartered Bank (Hong Kong) swept all before it at the 14th edition of the Marketing Excellence Awards Hong Kong 2025.

The bank took home nine awards and the coveted title of Marketer of the Year. The brand won six golds in Excellence in Corporate Social Responsibility, Excellence in Customer Experience, Excellence in Event Marketing, Excellence in Marketing Innovation, Marketing Team of the Year, and Marketing Leader of the Year, awarded to Marco Lee, deputy head of marketing for wealth and retail banking.

Additionally, the bank received one silver in the Excellence in Targeted Event category; and two bronzes in Excellence in Interactive Marketing and Excellence in Use of Tech.

A number of its campaigns won the judges' hearts, including the “Anti-Fraud Campaign 2025”, conducted with Secret Tour (HK); “Unstoppable Reds: From Anfield to Hong Kong”; and the “‘Save to Play, Play to Save’ SCB Toy Story Deposits Campaign”, created in collaboration with Leo Hong Kong and dentsu Hong Kong.

The “Unstoppable Reds: From Anfield to Hong Kong” campaign impressed the judges the most. It was built on the partnership between Standard Chartered and Liverpool Football Club that began in 2010, which has seen the bank sponsor the club and share in its journey.

Running from 21 June to 26 July 2025, the campaign aimed to transform a global sponsorship into exclusive, transformative experiences that money alone could never buy. It sought to spark pride and belonging while deepening human connections.

The global sponsorship platform “Now is Our Time” reflected Hong Kong’s moment, with the campaign strategy aimed at bringing the spirit of Liverpool to life in Hong Kong.

In the first phase, Standard Chartered Bank (Hong Kong) provided its priority private clients access to football’s greatest stage, flying them to Liverpool for the Premier League final, while TVB documented the journey in a star-studded mini-show.

The campaign went further by offering selected clients the chance for their child to walk onto the pitch alongside Liverpool’s stars during the final – a once-in-a-lifetime experience they would cherish forever.

In the second phase, the campaign aimed to create a global moment for its communities by bringing Liverpool FC to Hong Kong for a match against AC Milan at the Football Festival.

Priority booking through Standard Chartered credit cards wasn’t just a perk, it provided exclusive customer access to this highly anticipated event. Prime out-of-home and immersive fan zones were also launched to transform Hong Kong into a tribute to Liverpool’s legacy.

The excitement kicked off with an open training session, uniting staff, clients, and community members, while the gala cocktail event transformed the grand halls into celebration spaces.

The highlight was the Standard Chartered trophy match between Liverpool and AC Milan, attracting a record crowd of 49,704. Fans created an electric atmosphere, making the event a memorable experience that resonated throughout Hong Kong.

SNAPPED

Cityplaza’s Sweetmas Candy Bunch Christmas Bash

DATE: 14 November –

4 January 2026

VENUE: Cityplaza 2/F Atrium and Centre Bridge

1. Cityplaza has unveiled a festive red-and-white candy carpet, inviting everyone into a whimsical world of Christmas cookies, candy canes, candy corn, and ringos.

2. The journey begins in the mall’s 2/F atrium, where colourful giant Sweetmas gummies and three jolly bears will welcome visitors into a candy-coated realm of sweets.

3. There are four interactive photo zones, starting with the “Figgy pudding box”, where visitors can nudge a sleepy Christmas pudding awake for festive fun.

4. Visitors can also stop by the Mr. Simms Olde Sweet Shoppe pop-up which will feature over 400 treats for a true Sweetmas sugar-fest.

Hong Kong Tourism Board (HKTB) x Hongkong Land: Winter Wonderland in Central

DATE: 14 November –4 January 2026

VENUE: Statue Square Gardens, Chater Road, and LANDMARK ATRIUM

1. Starting 28 November, Central will become a magical Winter Wonderland, with eight iconic buildings creating a giant canvas for an immersive light show.

2. HKTB has partnered with Hongkong Land to present “Winter Wonderland in Central”, transforming Statue Square Gardens into a Christmas Town featuring a 20-metre outdoor tree.

3. Chater Road has been turned into “Starlight Boulevard”, featuring over 30 trees adorned with shimmering lights to extend the festive spirit.

4. As visitors walk beneath the golden canopy of light, they will reach “Noëlia at LANDMARK” in LANDMARK ATRIUM, a 30-metrewide installation with a lighthouse and a wishing lake.

Christmas Circus TOWNival and the “Starlight Whispers: The Symphony of Light and Water” water projection show

DATE: 13 November –1 January 2026

VENUE: New Town Plaza 3/F Atrium and 7/F NTP Sky Garden

1. In celebration of Christmas, New Town Plaza has been transformed into a circus-themed indoor winter carnival that will enchant visitors with four attractions.

2. Highlights include a six-metre-tall indoor Christmas Tree Slide, allowing guests to ascend for a panoramic view of the festive wonderland.

3. To mark the opening of NTP Sky Garden, New Town Plaza has partnered with Japanese digital art collective NAKED Inc to create an outdoor immersive water projection show.

4. This choreographed performance blends water, light, music, and art, immersing audiences in starlight and floral projections, and capturing moments beneath the night sky.

Langham Place Noodoll: Merry PotatoMAS

DATE: 14 November –1 January 2026

VENUE: Langham Place Grand Atrium

1. Langham Place has invited US brand Noodoll to make its Hong Kong debut, collaborating with the beloved Ricespud potato characters to create a festive popup installation.

2. 12 uniquely designed fluffy Ricespud characters will adorn a luxurious photo backdrop, accompanying visitors on a warm Christmas journey.

3. Burgundy red and royal blue, accented with matte gold, will create a vibrant British department store vibe, along with a charming Noodoll displayed in a window.

4. A four-metre Christmas tree decked with burgundy plaid balls features little Ricespuds weaving through its branches, while a Noodoll sparkles in a starry outfit atop the tree.

Platinum Sponsor Diamond Sponsor

Sponsors

Silver Sponsors

Exhibitors

Engineering the modern marketing machine and the human edge of modern marketing –Digital Marketing Asia Hong Kong 2025

Hong Kong is recognised as a fast-paced, tech-savvy market, and a regional hub for innovation and creativity. Over the past year, brands have rapidly adopted AI-driven marketing, data personalisation, and immersive customer experiences.

Notably, 87% of Hong Kong brands now use AI to customise their customer experiences, highlighting the rapid integration of intelligence and automation into their marketing strategies, according to a Twilio study.

Meanwhile, digital ad spending is rising as eCommerce thrives, driven by highly connected, mobile-first consumers. To explore this further, MARKETING-INTERACTIVE’s Digital Marketing Asia returned to Hong Kong for its third edition – themed “Engineering the modern marketing machine and the human edge of modern marketing”.

This year, we focused on how the best companies are creating high-performance marketing machines using AI, automation, clean data, and a seamless orchestration. We also

explored the strategies that are reconnecting marketing with customers through emotion, intelligence, and ethical design. The event gathered 252 marketing professionals at The Mira Hong Kong on 20-21 October.

The conference began with a fireside chat featuring Gary Liu, CEO and co-founder of Terminal 3, moderated by Rezwana Manjur, editor-in-chief at MARKETING-INTERACTIVE.

Agentic AI is rapidly transforming marketing, and is projected to reach US$197 billion by 2034. While it offers powerful capabilities, it also poses significant risks to data privacy and security, as regulators struggle to keep pace with evolving AI, leading to inadequate governance, according to Liu.

“Right now, there is no comprehensive data governance structure anywhere in the world that can adequately address the existential risks posed by the rise of AI agents,” he said.

Indeed, AI is no longer just about speed, it’s also about trust and meaningful engagement, according to Eric Mui, VP and general manager

at SleekFlow. Therefore, the optimal customer engagement model is a hybrid approach where AI agents filter low-level questions to ease human agents’ workloads and prioritise high-quality leads, allowing humans to convert leads while offering empathy and emotional intelligence, Mui said.

Echoing his thoughts was Tony Ng, founder and creative director of DigiSalad, who said the combination of AI, customer relationship management, and customer data platforms allows for powerful, personalised, and privacysafe marketing.

“Regarding data privacy, our solution utilises a self-hosted large language model. Unlike standard API integrations, this approach ensures that all AI processing occurs within the client’s dedicated infrastructure, providing maximum data sovereignty, security, and compliance.”

Apart from engaging customers, AI is often adopted for creative campaigns. For example, WeLab Bank’s lending brand, WeLend, used

Google Gemini to generate visuals for its recent campaign.

In his presentation, Kevin Tsang, head of marketing at WeLab Bank, emphasised the need for clarity in messaging when using AI. Marketers cannot rely solely on actors or directors for interpretation, and must be explicit about the storyboard when working with agencies, he added.

Creating a seamless customer ecosystem

To effectively engage consumers, marketers should create integrated, relevant, and connected experiences that blend the online and offline worlds. Mario Chow, senior business development manager at iClick Interactive Asia, explained how his company’s platform integrates actionable data, influencer content, and targeted messaging to drive customers from digital channels to real-world actions.

In industries such as insurance, where collecting customer data directly is challenging, building an engagement

platform to interact with customers through lifestyle and life stage offerings is essential, said Paul Tse, chief customer and marketing officer at FWD Hong Kong and Macau, during a panel discussion moderated by Karen Wong, deputy editor for North Asia at MARKETING-INTERACTIVE.

As for the F&B sector, Maria Bien, group marketing lead at The Academïcs Group, said her company is focused on creating meaningful moments that resonate both online and offline.

“Brand partnerships remain a powerful tool for storytelling and cultural connection, as seen in our collaboration with Pat Chun, which turned curiosity into conversation and sales,” she said.

“In parallel, we are focusing on our CRM programme as well, to empower us to build deeper, data-driven relationships with our customers, ensuring every interaction is timely, relevant, and personal.”

While it’s challenging to pinpoint which touchpoints drive online purchases, Hilda Cheung, marketing director at CODY out of home,

emphasised that combining online engagement with interactive offline experiences can deepen emotional connections with customers.

“When customers feel emotionally connected, they become less price-sensitive, are more receptive to your advice, and pay greater attention to your communication.”

To further explore opportunities in the online-to-offline engagement era, MARKETING-INTERACTIVE co-hosted a power lunch session with CODY out of home, bringing together various marketing professionals and industry leaders.

After lunch, Dominic Law, CEO of Neopets, shared how the legacy brand has evolved from a nostalgic virtual world into a vibrant ecosystem that blends gaming, eCommerce, and brand storytelling. In response to issues such as bugs and dated user experience, Law said Neopets launched a community ambassador programme to recruit core members who could provide feedback, identify bugs, and suggest features.

The data-driven engine and real-time intelligence

Data is important, but what’s more crucial is how brands analyse it and extract insights to draw conclusions and identify directions for business improvements.

During a panel discussion on using digital to drive efficiency and relevance, moderated by Michelle Chan, general manager of digital business at DCH Motors International Holdings, Flora Tsui, vice president of marketing and digital strategy at Toys“R”Us Asia, said: “The key to digital transformation is to start with the mindset of whether we have the intuition, insights, and energy to change what others believe is unchangeable, as this is crucial.”

While a strong corporate culture fosters learning, Jaslin Goh, director of marketing, communications, and data at Octopus, said that success requires institutionalising automation. Choosing the right tools and partners is essential for scaling, as growth is challenging without effective automation.

Given that brand assets have expanded beyond logos and websites to include share of voice, an online presence, and customer

comments, AI-driven decisions can lead to various outcomes, enabling data analysis to inform decision-making; while creativity should remain human-led, productivity can be enhanced through AI, said Denise Choi, enterprise solutions director at Meltwater.

Data usage should extend beyond just insights to drive immediate action and informed strategies in a fluctuating economy. The customer data platform enables real-time marketing even in the highly regulated financial industry, according to Margaret Mok, SVP and head of digital acquisition and martech at DBS Bank.

“The beauty is that all this data is hashed, and before it reaches customer targeting platforms such as Google, it is highly protected. As a result, the matching rate with these platforms has significantly improved,” she said.

Extending the discussion on data utilisation, Linda Wang, head of lifestyle marketing at Cathay, shared how Cathay leverages data to connect, diversify, and expand across multiple lifestyle business lines.

Using travel insurance as an example, Wang said while Cathay’s studies show travellers typically purchase it up to two weeks

before departure, the airline sends re-targeting emails 14 days to 48 hours in advance. This personalised approach ensures travel insurance remains visible throughout the passenger journey – from booking to check-in.

However, because consumers have limited attention spans, and encounter many touchpoints, they ultimately only remember distinctive brands and messages. This heightens competition, making memorable experiences key to brand loyalty and effective digital marketing, said Jessica Xu, vice president of insights and analytics at Carlsberg Group.

Also hailing from the food and beverage industry, Patrick Kwok, marketing lead at Outback Steakhouse Hong Kong, shared how the brand provides a seamless customer experience through its new app feature, which includes a fully digital and unified queuing and table management system.

“Speed in modern marketing doesn’t come from moving faster, but from removing friction. Connecting the dining loop was our way of turning clarity into momentum,” he said.

The second day of the conference focused on exploring tools and tactics that help reconnect

marketing with customers through emotion, intelligence, and ethical design. A key aspect is building brand loyalty that goes beyond points and perks to foster lasting relationships.

When implementing a loyalty programme, marketers should define the target audience from the brand’s perspective rather than focusing solely on what the brand can offer, said Wee Kee Ng, vice president, deputy head of Shangri-La Circle, during a panel discussion moderated by Mami Sakamaki, director, global travel retail at Philip Morris International.

“If you try to do everything to everybody, then you achieve nothing,” Ng said.

In this case, data and empathy are partners. Marketers can balance them by translating data into desire, and leveraging past insights to inspire future actions, said Fiona Tin, regional director, Northeast Asia and Oceania, Nichebox.

They should humanise the insight, letting every number tell a story that says “we see you”, and design with feeling — using emotional understanding to guide how they communicate, host, and surprise clients. When empathy leads these choices, data becomes personal, and a connection evolves into lasting loyalty, she added.

Building a sense of community and belonging is also essential for customers to feel they are part of the brand and shared story, echoed Birgitta Tam, head of customer digital experience and innovation at The Hong Kong Jockey Club.

To build lasting emotional connections, marketers should understand consumer needs, overcome switching costs through differentiation, be sensitive to significant changes, and engage consumers early, said Ryan Lee, executive vice president and co-founder of The Pinkfong Company, the creator of popular intellectual property Baby Shark in his keynote speech.

Also owning a variety of well-known intellectual properties, Sam Chan, director of marketing at Hong Kong Disneyland Resort, shared how it positions itself as a tourism flagship in the region.

“Customer centricity is always something you should strive for. It’s important to understand a brand’s strengths in meeting current consumer needs, and in tourism, collaborations are always crucial,” she said.

Finally, marketers need to decode cultural nuances, tailor messaging for local audiences,

and scale their presence effectively. In her lightning talk, Sunny Chen, senior sales manager at SAP Emarsys, highlighted how AI empowers marketers to unify online and offline touchpoints, enabling brands to recognise, engage, and deliver personalised experiences to both new and returning customers in a scalable and data-driven way.

AI as a creative and empathetic engine AI and new technologies are not just tools for efficiency, but partners in creating more personalised, empathetic, and creative customer experiences. As people prefer short-form video content, traditional production struggles to meet the constant demand for fresh material at all hours, said Daniel Chan, founder and CEO of JoJo Ventures, in his lightning talk.

“AI storytelling is a crucial tool for your marketing and business growth strategies; failing to adopt it risks leaving you behind,” he said.

Adopting AI in video production can also significantly reduce costs, said Phoebe Lian, chief marketing officer and senior vice president at YF Life Insurance International. She shared that her company created a four-

minute branding video entirely with AI last year, saving 60% by eliminating the need for on-site filming.

In this evolving landscape, digital humans enhance AI by creating more natural, emotionally aware interactions that strengthen the human connection. With agentic AI, they move beyond passive responses to anticipate needs and support brands more proactively.

“Digital humans are becoming true brand partners,” said Anita Wong, technology architect at GreenTomato. “They bring a consistent brand voice, accelerate creative output, and step onto the front stage as always-on ambassadors.”

Activating data for real business outcomes

With every marketer discussing performance marketing – covering areas such as targeting, segmentation, and data analytics – the key to differentiation lies in truly owning what makes their products number one, said Samson Fong, regional head of marketing at Beame.

“You can call it storytelling or lying, but you need an angle to explain how your products stand out, something you can’t rely on influencers or AI for,” he said.

As machines once made us treasure the beauty of handmade craft, AI will make authenticity even more valuable. “The real challenge for marketers isn’t chasing the hype, but using AI to build genuinely new

consumer experiences instead of gimmicks,” said Jeffrey Hau, CEO of PRIZM Group.

The conference concluded with a panel discussion on turning fragmented touchpoints into seamless, predictive journeys, moderated by our deputy editor, Karen Wong.

While marketers may concentrate on winning the omnichannel game, Fatima Lam, marketing director for APAC at Bonhams, emphasised that continuous growth and optimisation are far more important.

“As marketers, we must continually review our strategies to ensure they align with the company’s business goals, suit our clients to engage them effectively, and adapt to the everchanging environment,” she said.

It ultimately comes down to the business: marketers must be agile and thoroughly understand their own business before integrating their strategies with advanced technology, said Eileen Tang, head of digital business at Hong Kong Maxim’s Group.

In 2026,

can

agencies rewrite the playbook fast enough to survive?

A fundamental transformation is set to redefine marketing agencies in 2026, driven by AI pressures, the rise of in-house teams, and industry consolidation. According to a Forrester report, this transformation may undermine agencies’ traditional role as client advocates. Key trends include a wave of high-profile mergers, potentially involving dentsu, and the mainstream adoption of principal media – where agencies resell media inventory.

With 81% of US business to consumer (B2C) marketing executives planning to increase investments for cost efficiency, Forrester predicts principal media will account for nearly a third of agency billings. Karen Wong explores how agencies will navigate this high-stakes transformation.

Industry leaders such as Michael Beecroft, WPP Media’s Northeast Asia CEO, view these shifts not as threats, but as opportunities. “The move away from traditional retainers to projectbased engagements, particularly in the data and technology space, is something we’ve fully embraced,” he said.

Beecroft emphasised that WPP is moving beyond selling hours or charging commissions. Instead, the focus is on delivering tangible outcomes by leveraging global investments in AI.

“If a client is willing to provide a specific budget for a defined outcome, then we will work to achieve that,” he said.

“How we structure our teams, our systems, and our processes to get there is our responsibility. This mindset allows us to be agile and responsive to client needs, ensuring that each project delivers clear value.”

This transition echoes past evolutions. Shufen Goh, president of APAC for mediasense,

noted that four decades ago, David Ogilvy predicted a more personalised and data-driven approach to advertising.

“Agencies took years to evolve their commercial models to meet this level of accountability,” she said.

Today, AI is creating an urgency that leaves no room for a decades-long adaptation. Goh highlighted the urgent shift from charging based on spend or hours to solution-led approaches built on scalable assets, proprietary tools, and AI-enabled solutions.

On the other hand, Leela Nair, managing director of APAC-MEA at Ebiquity, said in the agency reviews it ran, it saw advertisers looking to ensure the agency models prioritise effectiveness by driving true incremental growth and responsibility by maintaining transparency and ethical standards in media investment.

Balancing the algorithm with authenticity

But a critical question emerges: How can agencies balance the need for automation with the demand for authenticity in creator-led strategies? As agencies increasingly embed AI to automate aspects of their services, human creativity and authenticity remain more essential than ever, Goh said.

“Those that master both innovation and creativity will stay ahead, forging genuine connections and delivering measurable and lasting value,” she said.

“New roles will emerge on both the marketing and agency sides, but until humans deploy and learn, no one has a crystal ball to predict exactly what they will be – and we don’t have four decades to change slowly.”

WPP’s Beecroft said the AI revolution risks reinforcing a sea of sameness. He believes in

“Designed with care, these models can then be auditable via Ebiquity’s effective and responsible advertising framework and Ebiquity’s AI centre of excellence.”

an agency-service approach that employs an “M-shaped orchestration framework”.

“This framework recognises that while AI handles repetitive and data-intensive tasks, human intelligence remains essential for the strategic, empathetic, and creative aspects,” he said.

and generative content creation, all of which complement in-house efforts and add measurable value.

“It allows us to leverage AI to go beyond mere efficiency to driving true transformation, with our human experts focusing on building genuine connections and providing strategic direction.”

With the belief that AI is not replacing human output, he said the human contribution will always be a critical part of WPP Media’s services, as it represents the core value agencies provide, especially in areas requiring nuanced judgements and emotional intelligence.

“This sentiment applies strongly to the world of creator marketing,” he said.

“Authenticity stems from genuine relationships and understanding the creator’s voice and community, which AI can assist with, but not fully replicate. The combination of human and artificial intelligence ensures that our strategies are deeply authentic and resonant.”

As the industry rolls out AI, increasingly the focus is on viewing AI as an enabler, not a complete replacement of human creativity, said Ebiquity’s Nair.

“Agencies are using automation to handle data-heavy, repetitive tasks, thereby empowering creators to focus on emotionally resonant, authentic storytelling. This approach potentially preserves brand integrity while leveraging AI for scale and efficiency.”

Exploring new revenue streams Nair also pointed out that in response to both AI disruption and increased client insourcing, agencies are doubling down on AI-powered marketing solutions. These include predictive analytics, automated campaign optimisation,

This added value, she noted, can help agencies justify new revenue streams and enhanced service offerings. Simultaneously, agencies are expanding their roles into strategic consulting – covering areas such as data governance, media accountability, and brand safety – with a strong focus on responsible advertising investment and risk mitigation.

“For several years we have seen a prevalence of principal media models and it can be concerning that sometimes advertisers are unaware of the extent that this model is being applied. In many markets we are seeing 2030% utilisation of these models,” she said.

In today’s “intelligent era”, Beecroft said WPP Media has developed and pursued a proactive approach to cultivating new revenue streams.

“We are heavily invested in advanced analytics and data and technology solutions – from audience-segmentation studies and indepth audience surveys, to custom AI solutions designed to drive campaign activations and deliver performance outcomes.”

With AI innovations in search, WPP Media also has new solutions around generative search optimisation, extending its existing SEO services to help clients navigate and succeed in the evolving search landscape, he said.

“We are also very experienced in creating new agency operating models, given the dynamic nature of an industry that is constantly evolving –increasingly border less and multi-market, with various stakeholders involved in these modern brand-agency relationships,” he said.

“This in turn means creating new pricing models that move away from traditional service fees only. Increasingly, our media services are compensated based on the value they deliver, reflecting our commitment to tangible results.”

“How we structure our teams, our systems, and our processes to get there is our responsibility. This mindset allows us to be agile and responsive to client needs, ensuring that each project delivers clear value.”

In the dynamic world of public relations and communications, professionals play a vital role in shaping narratives and connecting communities. Their expertise influences public perceptions and fosters meaningful relationships between organisations and their audiences. To honour and celebrate the most outstanding work in the PR and communications industry across the North Asia region, we proudly presented the PR Awards Hong Kong 2025, the premier awards programme for PR professionals on both the client and agency side.

This year’s submissions highlighted remarkable creativity and innovation, with PR and communications professionals pushing the limits through 470 entries across 38 categories. A total of 120 trophies were awarded to the top brands and agencies in the region.

We would like to extend our sincere gratitude to our 27 esteemed judges for their dedication and expertise in selecting this year’s winners. Congratulations to all the finalists and winners!

PANEL OF JUDGES

Ada Chan Area Director of Marketing and Communications Artyzen Grand Lapa Macau and Grand Coloane Resort

Candy Mau Director of Corporate Communications and General Administration Division Canon Hongkong

Jessica Ching Vice President, Marketing and Communications, Institutional Banking Group DBS Bank (Hong Kong)

Wingki Kwok

Associate Director, Head of Public Relations and Engagement (Projects) Arup

Ken Lung Head of Corporate Communications Cathay Pacific

Kary Cheung Head of Marketing and Brand English Schools Foundation

Louise Cheung Head of Corporate Communications, Asia Pacific Henkel

Wings Mok Director of Marketing Communications InterContinental Grand Stanford Hong Kong

Sadie Lam Corporate Communications Director AXA Hong Kong & Macau

Vicky Lau Director, Corporate Communications Chow Tai Fook Jewellery Group

Kenrick Ko Head of Corporate Communications Greater Bay Airlines

Darynne Goh Head of Brand HK Express

Maria Law General Manager – Media & Digital Communications Link Asset Management

Venus Yeung Director of Communications Orbis

Wayne Leung

Assistant General Manager, Public Affairs Swire Properties

Elaine Wong Director, Communications & Government Affairs GSK

Anne Leung Director, Marketing Hong Kong Tourism Board

Helen Lo Regional Head of Marketing and Communications, Asia Pacific Lockton Companies

Trevor Wong Director, Corporate Affairs Prudential plc

Irene Chan Head of Public Affairs (Corporate and Charities Communications) The Hong Kong Jockey Club

Patricia Wong Head, PR and Publicity West Kowloon Cultural District Authority

Elin Wong Head of Corporate Affairs Modern Terminals

Bonida Chan Director of Marketing Communications Sheraton Hong Kong Hotel & Towers

Marietta Li

Executive Director, Head of Strategic Communications, Brand and Customer Insights, Hong Kong and Taiwan UOB

Niki Wong Head of PR, APAC YOOX NET-A-PORTER GROUP

Denise Wong Communication and Creative Director Vita Green

Kanako Inomata Head of Marketing, APAC Zespri International

SILVER

GOLD

MTR Corporation Campaign: Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

West Kowloon Cultural District Authority

Brand: M+ Campaign: M+ Exhibition “I. M. Pei: Life Is Architecture” – PR Campaign (Hong Kong and Shanghai) Agency: Edelman Hong Kong

BRONZE

Hong Kong Tourism Board, Hong Kong International Airport Campaign: “Step into Hong Kong, Step into Hong Kong Movies” Twilight of the Warriors: Walled In Movie Exhibition

BRONZE

The Hong Kong Jockey Club Campaign: HKJC X Mill MILK Content Collaboration

Best Branding Strategy

GOLD

MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

SILVER

Uni-China Group

Brand: 24 Storage Campaign: “Don’t Let Spaces Limit Your Imagination” Agency: The Bridge Agency

BRONZE AsiaWorld-Expo Campaign: Explore All in AWE

BRONZE

PANDORA

Best Brand Reputation Management Strategy

GOLD

MTR Corporation

Campaign: Journey Together Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

SILVER

Henderson Land Development Company

Brand: The Henderson Campaign: Unveiling of a New Icon

BRONZE

Fullness Social Enterprises Society

Brand: Tithe Ethical Consumption Movement Campaign: Ethical Consumption

Convenience Store

Agency: Dynamic Duo (DDPR)

Best Corporate Affairs Strategy

GOLD

Uber Hong Kong

Campaign: FROM RESISTANCE TO ACCEPTANCE: PAVING THE WAY FOR RIDESHARING Agency: Golin

Jewelry Asia-Pacific

Brand: PANDORA Campaign: BE LOVE Hong Kong Agency: Guru Online Hong Kong

SILVER Swire Properties

Campaign: Sustainability We All Count – Make Way For Nature

Agencies: Anonymous, L Concept Communications

BRONZE Wynn Resorts, Macau

Brand: Wynn Macau, Wynn Palace Campaign: Wynn Signature Chinese Wine Awards Agency: FINN Partners

探索西九充滿活力的嶄新海濱地帶 DISCOVER THE VIBRANT NEW WATERFRONT GATEWAY AT WESTK

西九碼頭及西九渡輪 現已投入服務！

WESTK QUAY AND WESTK FERRY ARE NOW IN SERVICE!

西九渡輪 WestK Ferry

每天往返西九及中環，乘客更可攜同單車及寵物共乘。

The ferry travels daily between WestK and Central, and bicycles and pets are welcome on board.

特色餐飲 Dining Experience

預約使用西九碼頭

碼頭沿岸設有全新餐飲設施，為西九海濱注入活力，豐富訪客的 休閒與出行體驗！

A variety of new dining options at the waterfront will enrich visitors’ leisure and travel experiences.

西九碼頭開放予私人船隻免費預約使用，停靠船隻上落客。 WestK Quay is open for private vessels to berth for passenger pick-up and drop-off with prior reservation for free. Book to Berth at WestK Quay

Best

PR Campaign – Food & Beverage

GOLD

TamJai International

Brand: TamJai Yunnan Mixian

Campaign: TamJai x Grandma’s Scones – The Mala Job Fair

Agencies: Hardchi Creative, The Bridge Agency

SILVER

Mars Company Hong Kong

Brand: SNICKERS

Campaign: Snickers Gaming Campaign –

“You're Off Your Game When You're Hungry” Agencies: Muse Group, EssenceMediacom Hong Kong, B-Side Creative Agency

BRONZE McDonald’s Hong Kong

Campaign: McDonald’s Hong Kong: 50 Years of Love

Agency: Hill and Knowlton

Best Engagement – Targeted Community

GOLD

DBS Bank (Hong Kong)

Campaign: DBS Culinary Delights Agencies: Narrow Door, Tatler Asia

SILVER

Uber Hong Kong

Campaign: The Airport Code War Agency: Omelette Digital

BRONZE

LEGO HONG KONG

Brand: LEGO

Campaign: LEGO® Build to Give

Community Tour Agency: 5IVES COMMUNICATIONS

Best Use of Influencers

GOLD

Just Kidding

Campaign: Tyson Yoshi “1994” New Song Launch Campaign Agency: The Bridge Agency

SILVER

Xiaomi H.K.

Brand: Xiaomi

Campaign: Xiaomi 15 Series Launch Campaign Agency: Flare Communications Group

BRONZE

Mars Company Hong Kong

Brand: SNICKERS

Campaign: Snickers Gaming Campaign –

“You're Off Your Game When You're Hungry” Agencies: Muse Group, EssenceMediacom Hong Kong, B-Side Creative Agency

Best Experiential PR Campaign

GOLD

HSBC

Brand: HSBC

Campaign: HSBC’s Fraud Prevention University Agency: MSL Hong Kong

SILVER

Cathay Group

Brand: Cathay

Campaign: Cathay – Nothing Beats Being There

Agencies: Leo Burnett Hong Kong, MSL Hong Kong

BRONZE

Taikoo Place, Swire Properties Management

Brand: Taikoo Place

Campaign: PROJECT AFTER 6: Padel Tour 2024

Agencies: PLUG, The Plastic Chair

GOLD

Volvo Cars Greater China

Brand: VOLVO

Campaign: HochiCreateFusion – Your AIGC Communication Engine by Zhewen Interactive

Agency: Zhewen Interactive Group

SILVER

Bank of China (Hong Kong)

Campaign: Banking TrendyToo presents: “Strive for the Best. Together We Break the Record!” Agency: The Bridge Agency

BRONZE SHISEIDO HONG KONG

Campaign: ULTIMUNE Full Bloom

Beauty Campaign Agencies: Omelette Digital, Pontac

Best Innovative PR Campaign

GOLD

TamJai International

Brand: TamJai Yunnan Mixian

Campaign: TamJai x Grandma’s Scones – The Mala Job Fair Agencies: Hardchi Creative, The Bridge Agency

SILVER MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

BRONZE

Standard Chartered Bank (Hong Kong)

Brand: Standard Chartered Hong Kong Marathon Campaign: Standard Chartered Hong Kong

Marathon 2025 Agency: Secret Tour (HK)

Best Integrated Communications

GOLD Cathay Group

Brand: Cathay

Campaign: Cathay – Nothing Beats Being There

Agencies: Leo Burnett Hong Kong, MSL Hong Kong

SILVER MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

SILVER

Standard Chartered Bank (Hong Kong)

Brand: Standard Chartered Hong Kong Marathon

Campaign: Standard Chartered Hong Kong Marathon 2025 Agency: Secret Tour (HK)

BRONZE

Hong Kong Tourism Board

Campaign: Art Basel Global Partnership Agency: Sutton PR Asia

Best Launch/Rebranding PR Campaign

GOLD

Henderson Leasing Agency

Brands: Henderson Malls MCP, MOSTown

Campaign: MCP x MOSTown x LEGO® Lucky Up New Year Agencies: Event Elite Production and Promotion, Boxing Promotions

SILVER

Henderson Land Development Company

Brand: The Henderson

Campaign: Unveiling of a New Icon

BRONZE

MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

GOLD

Hong Kong Tourism Board, Hong Kong International Airport Campaign: “Step into Hong Kong, Step into Hong Kong Movies” Twilight of the Warriors: Walled In Movie Exhibition

SILVER

Festival Walk

Campaign: AVANTGARDEY Pop-up Store

Agency: The Bridge Agency

BRONZE

Sun Hung Kai Properties

Brand: GO PARK Sai Sha

Campaign: GO PARK Sai Sha Grand Launch

Agency: Dynamic Duo (DDPR)

Best PR Campaign – Beauty & Wellness

GOLD

SHISEIDO HONG KONG

Campaign: ULTIMUNE Full Bloom Beauty Campaign Agencies: Flare Communications Group, Pontac, Untitled

SILVER

DFI Retail Group

Brand: Mannings

Campaign: Your Hair, Your Way Agency: L Concept Communications

BRONZE

Gilead Sciences Hong Kong

Campaign: Proud to Care Agency: Health Impact Consulting

Best PR Campaign – Banking, Finance & Insurance

GOLD

The Hong Kong and Shanghai Banking Corporation Campaign: The HSBC 160th Anniversary Rube Goldberg Machine Agencies: Omnicom Media Group Hong Kong, NNNNNNN.

SILVER

Bank of China (Hong Kong)

Campaign: Banking TrendyToo presents: “Strive for the Best. Together We Break the Record!”

Agency: The Bridge Agency

BRONZE StashAway

Campaign: Becoming THE Personal Financial Secretary of Hong Kongers Agency: Spotlighters

Best PR Campaign – Customer Acquisition & Retention

GOLD

Uni-China Group

Brand: 24 Storage Campaign: “Don’t Let Spaces Limit Your Imagination”

Agency: The Bridge Agency

GOLD

Uber Hong Kong

Campaign: The Airport Code War Agency: Omelette Digital

SILVER

Uni-China Group

Brand: Hong Kong Market

Campaign: Hong Kong Market Eshop Launch Campaign Agency: The Bridge Agency

BRONZE Deel

Campaign: How Deel became the go-to talent partner for HK Agency: Spotlighters

GOLD

DFI Retail Group

Brand: 7-Eleven Hong Kong & Macau

Campaign: “Grounds to Green” Coffee Grounds Upcycling Program

Agencies: Jervois One (Hong Kong)

SILVER

TamJai International

Brands: TamJai Yunnan Mixian (“TamJai”), TamJai SamGor Mixian (“SamGor”)

Campaign: TamJai – TJI Pioneers Upcycling of Surplus Pork Belly

Agencies: Above The Line, Hong Kong Design Institute (VTC)

BRONZE

MTR Corporation

Campaign: Green T Baby Fun Day

Agency: Frengers Communications, MORE PR & Marketing

GOLD

McDonald’s Hong Kong

Campaign: McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton

SILVER

MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

BRONZE

The Hong Kong and Shanghai

Banking Corporation Campaign: The HSBC 160th Anniversary Rube Goldberg Machine Agencies: Omnicom Media Group Hong Kong, NNNNNNN. Best Anniversary Campaign

Best CSR Communications

GOLD

DFI Retail Group

Brand: 7-Eleven Hong Kong & Macau

Campaign: “Grounds to Green” Coffee Grounds Upcycling Program Agency: Jervois One (Hong Kong)

SILVER

Standard Chartered Bank (Hong Kong)

Brand: Standard Chartered Hong Kong Marathon

Campaign: Standard Chartered Hong Kong

Marathon 2025

Agency: Secret Tour (HK)

BRONZE

LEGO HONG KONG

Brand: LEGO

Campaign: LEGO® Build to Give

Community Tour

Agency: 5IVES COMMUNICATIONS

Best PR Campaign – Lifestyle, Entertainment & Sport

GOLD

Standard Chartered Bank (Hong Kong)

Brand: Standard Chartered Hong Kong Marathon

Campaign: Standard Chartered Hong Kong Marathon 2025

Agency: Secret Tour (HK)

SILVER

Sun Hung Kai Real Estate Agency

Brand: apm

Campaign: Pass the Torch! Ignite Your Olympic Spirit @apm

BRONZE

Sun Hung Kai Properties

Brand: GO PARK Sai Sha

Campaign: GO PARK Sai Sha Grand Launch

Agency: Dynamic Duo (DDPR)

GOLD

DFI Retail Group

Brand: Mannings

Campaign: Your Hair, Your Way

Agency: L Concept Communications

SILVER

Swire Properties

Brand: Citygate Outlets

Campaign: “Catch the Luck” CNY Campaign

Agencies: AM PM (HK), Boxing Promotions

BRONZE

Ngong Ping 360

Campaign: “100% DORAEMON & FRIENDS”

@Ngong Ping 360

Agency: Above The Line

Best PR Campaign – Public Awareness

GOLD

Sun Hung Kai Properties

Brand: GO PARK Sai Sha

Campaign: GO PARK Sai Sha Grand Launch

Agency: Dynamic Duo (DDPR)

SILVER

TamJai International

Brand: TamJai Yunnan Mixian (“TamJai”), TamJai

SamGor Mixian (“SamGor”)

Campaign: TamJai – TJI Pioneers Upcycling of Surplus Pork Belly

Agencies: Above The Line, Hong Kong Design Institute (VTC)

BRONZE MTR Corporation

Campaign: MTR Station Rail Voyage Exhibition

Best PR Campaign – Property

SILVER

GOLD

Swire Properties

Brand: Pacific Place

Campaign: ChristmasVille

Agencies: Dynamic Duo (DDPR)

Hongkong Land

Brand: LANDMARK

Campaign: Wrap It Up! A Christmas Atelier at LANDMARK curated by Sarah Andelman

Agency: Ogilvy PR

BRONZE

Cityplaza Hong Kong

Campaign: Cityplaza x Coca-cola “LIVE HAPPY Cheers!”

Agencies: Button Creations, DDPR, Hardchi Creative

BRONZE

Hong Kong Times Square

Campaign: Inside Out 2: Emotion Playpark

Agency: The Bridge Agency

Best PR Campaign – Retail

GOLD

Nan Fung Group

Brand: AIRSIDE

Campaign: AIRSIDE Culturetainment

Agency: Above The Line

SILVER

Sun Hung Kai Real Estate Agency

Brand: apm

Campaign: Pass the Torch! Ignite Your Olympic Spirit @apm

BRONZE

Henderson Leasing Agency

Brands: Henderson Malls MCP, MOSTown

Campaign: MCP x MOSTown x LEGO® Lucky

Up New Year

Agencies: Event Elite Production and Promotion, Boxing Promotions

Best

GOLD

Hong Kong Mahjong Company

Campaign: Traditional Mahjong School Experience

Agency: Trellis Digital Company

SILVER

The Park Lane Hong Kong, Autograph Collection

Campaign: Where Heritage Meets Innovation Agency: Golin

BRONZE

Swire Hotels

Brand: EAST Hong Kong

Campaign: Arrive at a Different Place Agency: FINN Partners Greater China

GOLD

MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

SILVER

Central Market, Chinachem Group, Urban Renewal Authority

Brand: Central Market

Campaign: The Pawfect Christmas at Central Market

Agencies: Makeitloud Marketing, PLUG

BRONZE

Sun Hung Kai Real Estate Agency

Brand: apm

Campaign: Pass the Torch! Ignite Your Olympic Spirit @apm

GOLD

MTR Corporation

Campaign: MTR 45th Anniversary Festivities

SILVER

Sun Hung Kai Properties

Brand: GO PARK Sai Sha

Campaign: GO PARK Sai Sha Grand Launch

Agency: Dynamic Duo (DDPR)

BRONZE

TamJai International

Brand: TamJai Yunnan Mixian

Campaign: TamJai x Grandma’s Scones –

The Mala Job Fair

Agencies: Hardchi Creative, The Bridge Agency

GOLD

MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

SILVER

Cathay Group

Brand: Cathay

Campaign: A Cathay Flypast to remember

Agencies: Leo Burnett Hong Kong, MSL Hong Kong

BRONZE

McDonald’s Hong Kong

Campaign: McDonald’s Hong Kong: 50 Years of Love

Agency: Hill and Knowlton

PR Campaign – Travel & Hospitality Best Promotional PR Campaign Best PR Event

Best Use of Brand Mascots

GOLD

McDonald’s Hong Kong

Campaign: McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton

SILVER

Henderson Leasing Agency

Brand: MOSTown

Campaign: MOSTown x Sanrio characters

MOST-Fluffy Winter Musical Agencies: BBG Promotion, Boxing Promotions

BRONZE

Henderson Leasing Agency

Brand: MCP

Campaign: MCP x Teletubbies Christmas Snowy Adventure

Best Use of Content

GOLD

Cathay Group

Brand: Cathay

Campaign: A Cathay Flypast to remember Agencies: Leo Burnett Hong Kong, MSL Hong Kong

Best Engagement – Mass Community

GOLD

MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

SILVER

McDonald’s Hong Kong

Campaign: McDonald’s Hong Kong: 50 Years of Love

Agency: Hill and Knowlton

BRONZE

HSBC

Campaign: HSBC’s Fraud Prevention University

Agency: MSL Hong Kong

SILVER

TamJai International

Brand: TamJai Yunnan Mixian

Campaign: TamJai x Grandma’s Scones –The Mala Job Fair

Agencies: Hardchi Creative, The Bridge Agency

BRONZE

Asahi Beer Asia

Brand: Asahi Hong Kong

Campaign: Asahi Nama Jokki

Agency: Flare Communications Group

Best Use of Social Media

GOLD

Cathay Group

Brand: Cathay

Campaign: A Cathay Flypast to remember Agencies: Leo Burnett Hong Kong, MSL Hong Kong

SILVER

Swire Properties

Campaign: Swire Properties x LFC “Welcome to Anfield – The LFC Experience”

BRONZE

MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

GOLD

DBS Bank (Hong Kong)

Brand: DBS SME Banking Campaign: DBS HK SME Thought Leadership Campaign

SILVER

DFI Retail Group

Brand: Mannings

Campaign: Your Hair, Your Way Agency: L Concept Communications

BRONZE MTR

Brand: ELEMENTS Campaign: ELEMENTS! DELIGHT-GO-ROUND Agency: Boxing Promotions

Campaign of the Year

GOLD

McDonald’s Hong Kong

Campaign: McDonald’s Hong Kong: 50 Years of Love Agency: Hill and Knowlton

SILVER

MTR Corporation

Campaign: Journey Together

Agencies: Mindshare Hong Kong, Uth Creative Group, The Bread Digital

BRONZE

Ngong Ping 360

Campaign: “100% DORAEMON & FRIENDS”

@Ngong Ping 360

Agency: Above The Line

Best Viral Campaign

GOLD

Uber Hong Kong

Campaign: The Airport Code War Agency: Omelette Digital

SILVER

Cathay Group

Brand: Cathay Campaign: A Cathay Flypast to remember Agencies: Leo Burnett Hong Kong, MSL Hong Kong

BRONZE Festival Walk Campaign: AVANTGARDEY Pop-up Store Agency: The Bridge Agency

PR Leader of the Year (Agency)

GOLD

Desmond Ku

Managing Director

The Bridge Agency

SILVER

Kevin On

General Manager, Hong Kong

The Hoffman Agency Hong Kong

Corporation PR Team of the Year (Agency) PR Team of the Year (Brand)

Best of Show - Brand MTR Corporation

Standing out from the crowd and impressing the judges was MTR Corporation, which took home 16 trophies: seven golds, four silvers, and five bronzes.

Its impactful campaigns included “Journey Together”, created in collaboration with Mindshare Hong Kong, Uth Creative Group, and The Bread Digital; “Green T Baby Fun Day”, in partnership with Frengers Communications and MORE PR & Marketing; as well as the “MTR Station Rail Voyage Exhibition” and “MTR 45th Anniversary Festivities”.

The “Journey Together” campaign was the standout among MTR Corporation’s initiatives, impressing the judges the most. Running throughout 2024, it aimed to reconnect the company with the public by emphasising the 45-year shared history between MTR and the people of Hong Kong, highlighting their collective growth together along with the important moments over that time.

To foster a connection and resonance, the campaign released a rendition of Danny Chan’s iconic song 幾分鐘 的約會, reinterpreted by local singer Hins Cheung. This cultural touchstone carried deep emotional significance

for Hongkongers and was featured in TV commercials and mainstream media.

As part of its efforts to revive collective memories, the campaign revisited classic movie scenes filmed in the MTR and illustrated the urban growth journey through its line development. It also invited staff members who had served MTR for over 45 years to share heartfelt stories to reflect Hong Kong’s transformation and the technological, operational, and cultural shifts that have shaped MTR’s journey.

To heighten the nostalgia, the campaign reintroduced the original red-and-white train (白頭列車 ) from 45 years ago. Through nostalgia marketing and experiential engagement, the public experienced an immersive journey with ball-shaped straphangers, creating a moving museum atmosphere.

With significant public interest in the “urban myth” surrounding the MTR, the campaign launched an unexplored tour – a social storytelling partnership that took citizens to the famous secret scenes of stations, trains, and depots to uncover hints about the urban myths.

Best of Show - Agency The Bridge Agency

The Bridge Agency won the esteemed Best of Show –Agency title. It took home 13 trophies: four golds, six silvers, and three bronzes, with a number of thoughtprovoking campaigns.

These included “Don’t Let Spaces Limit Your Imagination” for Uni-China Group: 24 Storage; “Hong Kong Market Eshop Launch Campaign” for Uni-China Group: Hong Kong Market; “AVANTGARDEY Pop-up Store” for Festival Walk; “Banking TrendyToo presents: ‘Strive for the Best. Together We Break the Record!’” for Bank of China (Hong Kong); “Inside Out 2: Emotion Playpark” for Hong Kong Times Square; “Tyson Yoshi ‘1994’ New Song Launch Campaign” for Just Kidding; and “TamJai x Grandma’s Scones – The Mala Job Fair” in collaboration with Hardchi Creative for TamJai International: TamJai Yunnan Mixian.

The “TamJai x Grandma’s Scones – The Mala Job Fair”, created in collaboration with Hardchi Creative for TamJai Yunnan Mixian, impressed the judges

the most among the campaigns developed by The Bridge Agency.

Running from December 2024 to March 2025, the campaign promoted the collaboration between TamJai Yunnan Mixian and local pastry brand Grandma’s Scones for its innovative product – “Grand ‘麻 ’ Scones” – which “麻” sounds the same as mala. Tamjai blended its spiciness with Grandma’s Scones’ sweetness to create Grand”麻”Scones, infusing the spiciness into delectable pastries and combining its signature appetisers with the flavoured scones.

The campaign created a viral storyline where its mascot – “Grandma” – impacted by the economic downturn, was seen job-hunting, and discovering a recruitment ad from TamJai.

One highlight of the campaign was the event at K11 Art Mall, featuring an experiential activation that showcased the recruitment process through interactive games and a pop-up store format. Participants could tailor their profiles, take a TamJai dialect test, and join a spicy soup blind tasting test. They also had the chance to print staff cards and purchase merchandise and scones, which helped to sustain the buzz and boost sales.