STAYING AHEAD
Editorial
Rezwana Manjur, Editor-in-Chief
Karen Wong, Deputy Editor, North Asia
Vanessa Yuen, Journalist
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Karen Yung, Head of Commercial
Mandy Ma, Business Development Manager
Sally Hui, Senior 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
Event Delegate Sales
Gloria Yam, Senior Project Manager
Mandy Chan, Senior Project Executive
Kristy Cheng, Senior Project Executive
Management
Evelyn Wong, Managing Director
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Dear reader,
Time flies and we’re already at the midway point of the year. With the advancements of Generative AI and digital tools, the local marketing and advertising community is embracing a whole new era of Agentic AI – a bold evolution in artificial intelligence that empowers machines to act with autonomy, intent, and adaptability.
As a community of marketers and agencies, we’re no strangers to automation, but agentic AI pushes boundaries, raising both opportunities and ethical questions. With the trend being expected to stick around in the near future, we explore how this next-gen AI could redefine everything from campaign planning to customer interaction on page 6.
Meanwhile as we look ahead to increasingly intelligent systems, we’re also reminded that the foundation of modern marketing – data – remains in flux. On page 36, we unpack Google’s recent decision to halt its plan to phase-out third-party cookies, a move that is sending ripples through the advertising ecosystem.
The pause also offers marketers a moment of reflection: How do we build trust and precision in a privacy-first world, especially as AI becomes more proactive in decision-making?
Together, these stories paint a picture of a marketing landscape at a crossroads – one where technology is accelerating, but the rules of engagement are still being rewritten.
Despite having a busy work schedule, networking, collaboration and creativity remains key to success in the marketing community. That’s why we are also immensely proud to host our third Social Mixer in Hong Kong, which brought together industry leaders and marketers for an evening of insightful conversations, knowledge-sharing and relationship building.
Last, but not least, we are proud to spotlight the winners of this year’s Agency of the Year Awards, trailblazers who have pushed creative and strategic boundaries – and the coveted MARKies, celebrating excellence in marketing innovation, data, and storytelling.
Here’s to staying smart, staying connected, and staying ahead. Enjoy!
Karen Wong Deputy Editor, North Asia
What’s on?
Marketing Events Awards
What: From large-scale festivals that inspire and entertain to experiential campaigns that ignite emotions and spark conversations, Marketing Events Awards sets new benchmarks for innovation and excellence in the dynamic events marketing industry.
Where: Kowloon Shangri-La
When: 18 July
DigiZ Awards
What: An esteemed platform devoted to highlighting exceptional achievements, groundbreaking strategies, and transformative campaigns that have pushed the boundaries of digital excellence.
Where: Hong Kong Ocean Park Marriott Hotel
When: 8 August
“SMEs should not rely solely on AI and should seek advice from reliable professionals, especially on technical issues such as financing and taxation.”
SURVEY: OVER 90% OF HK SMES INTEND TO INNOVATE PRODUCTS FOR OVERSEAS EXPANSION
Fewer Hong Kong small and medium-sized enterprises (SMEs) anticipate business growth in 2025 compared to 2024, with over 90% of them intending to innovate their products or services to expand into overseas markets.
While more than 60% of Hong Kong businesses reported growth in 2024, and nearly half of them heavily invested in artificial intelligence (AI), fewer companies expect their businesses to grow in 2025, with a sharp drop from 69% to 57%.
Conducted by CPA Australia, the annual “Asia-Pacific (APAC) Small Business Survey 2024-25” collected views from 4,236 small businesses in 11 markets across the Asia Pacific region, including Singapore, Mainland China, and Australia, to understand their business performance and outlook.
Davy Leung, deputy chairperson of CPA Australia’s small and medium enterprises committee – Greater China, said: “Hong Kong SMEs are facing labour shortages and talent competition issues, especially because many business owners are keen on hiring.
“This might be prompting them to invest heavily in advanced technologies such as AI and conversational platforms to interact with potential customers, improving efficiency and saving costs. It’s interesting that AI tools have become a popular source of advice for many SMEs in Hong Kong. There are pros and cons of consulting AI in doing business,” he added
“While leveraging advanced technologies such as AI reflects a positive attitude and an open mindset towards trying new methods, it also increases cyber risks. Additionally, SMEs should not rely solely on AI and should seek advice from reliable professionals, especially on technical issues such as financing and taxation.”
Davy
Leung, deputy chairperson of CPA Australia’s small and medium enterprises committee – Greater China
• According to the survey, 65% of businesses reported business growth in 2024, a notable rise from 57% in 2023, while 42% increased employee numbers.
• However, only 57% of respondents expect their businesses to grow in 2025, marking a sharp decline from last year’s 69% growth projection. Confidence in Hong Kong’s broader economy mirrors this trend, with 68% expecting economic expansion this year, down from 73% in 2024.
• The challenging financing conditions are noteworthy. In 2024, over 80% of Hong Kong’s SMEs required external finance. However, 37% found it difficult to access funds, up from 8% in 2023.
• The survey also revealed that Hong Kong SMEs are keen to innovate and expand into overseas markets in 2025, with 94% of respondents intending to innovate their products or services, surpassing their regional counterparts for the second consecutive year. Additionally, 79% expect revenue growth from overseas sales this year, the highest among the markets surveyed.
• Meanwhile, many businesses are focusing on innovation and increasing their investment in AI, with 41% of the surveyed companies saying AI is the technology they most heavily invested in 2024, while 24% used AI tools as a source of business advice.
• In terms of other technology adoptions in 2024, 80% of businesses sold their products or services online, 83% provided digital payment options, and 95% made use of social media. Surprisingly, 72% of SMEs endured financial or operational losses because of cyber attacks.
Source: CPA Australia’s annual “Asia-Pacific (APAC) Small Business Survey 2024-25”.
AD WATCH
Jay Ng Founder So Don’t Bore
Pet parents are always extra cautious when choosing household cleaning products. The floor, where our furry friends spend their entire day, presents quite the dilemma: leave it dirty and it’s unsanitary; clean it and you worry about harmful disinfectants!
That’s why when Dettol launched its pet-safe product, its biggest challenge was changing public perception of traditional household cleaners. Its latest “Natura Multi-Surface Antiseptic Liquid” campaign successfully won me over, making me eager to switch to Dettol’s new formula.
Typically, product advertisements separate the “reason to believe” segments from the storyline. However, Dettol’s approach stood out above the rest, seamlessly integrating the “sales pitch” into the narrative.
The director cleverly planted flower fields representing natural botanical ingredients beneath the household setting. The camera guided viewers through crystal clear floors, looking up through flora and fauna, then shifted the perspective to floor level, capturing heartwarming moments between pets and their humans.
The seamless cinematography connecting above and below ground perfectly integrates the product into everyday life. The visuals evoked a sense of pristine cleanliness that seemed to bloom with every step while reassuring pet-loving viewers!
With crystal clear positioning and effortless communication, this refreshing advertisement turned out to be a masterpiece from Curious Few and director Oggy Cheng. No wonder it’s so impressively memorable!
Time to place an order and give it a try!
Hong Kong Market’s Eshop campaign featuring Hins Cheung and “Che Che” aimed to challenge HKTVmall’s same-day grocery delivery service. Unfortunately, it fell flat in several ways.
Until the app icon appeared midway through the ad, I thought I was watching its competitor’s commercial. The narrative focused too long on Cheung’s cooking because “Che Che” fell ill, only revealing the actual brand far too late – by which time most viewers had likely tuned out.
Additionally, showing spoiled meatballs was a poor choice for a food delivery ad. While it served the plot, advertisements should stimulate appetite and cooking desire, not repulsion.
The ad’s selling point – direct delivery from market vendors without the middlemen – failed to explain the consumer benefit. As someone who appreciates HKTVmall’s expert shoppers selecting items on my behalf, why would I switch platforms?
As a market challenger, its advertising should have highlighted product uniqueness first. Celebrity appeal and entertainment value, while nice additions, shouldn’t overshadow the core proposition.
Agentic AI for dummies: The 101 on how marketers can leverage this trend
Imagine an AI that doesn’t just follow instructions – it thinks, plans, and executes entire campaigns on its own. Welcome to the era of agentic AI, where artificial intelligence moves beyond simple automation to become an autonomous, decision-making partner for marketers.
No longer confined to passive tasks such as data analysis or chatbot responses, agentic AI can set goals, adapt in real time, and even collaborate with other AI agents – freeing marketers to focus on strategy and creativity. But what does this mean for marketers? Karen Wong explores what the future holds.
Artificial intelligence (AI) has come a long way, and marketers are striving to adapt to its rapid evolution. Now, with the rise of agentic AI, we’re entering a new era where AI doesn’t just analyse or respond – it can act with autonomy, make decisions, and execute multi-step campaigns on behalf of human marketers. This shift opens the door to unprecedented efficiency, creativity, and strategic precision.
According to a 2025 Salesforce report, 75% of retailers say AI agents will be essential to help businesses stay competitive by 2026. Meanwhile, 67% of retailers believe autonomous AI will bring opportunities, while 81% of retailers trust AI to act autonomously –with sufficient guardrails.
Global HR leaders also believe digital labour is the future and its integration is critical to their role, with 80% believing that within five years, most workforces will have humans and AI agents working together, according to another recent Salesforce survey. Meanwhile, 86% of CHROs say that integrating digital labour alongside their existing workforce will be a critical part of their job.
Curious to find out how agentic AI can take your brand to the next level? Read on.
What is agentic AI?
Agentic AI refers to a new class of artificial intelligence systems that possess the ability to act with an agency – meaning they can set
goals, make decisions, and take autonomous actions to achieve those goals. Unlike traditional AI, which typically waits for a prompt and responds passively, agentic AI can proactively initiate tasks, break down complex objectives into manageable steps, and adapt its behaviour based on feedback or changing conditions.
Slightly different from AI agents which can plan, use tools, interact with APIs, and repeat steps until a task is done, agentic AI has memory, can manage goals, adapt to feedback, and collaborate with other agents, according to Henson Tsai, founder and CEO of SleekFlow.
“It’s not just task-driven – it’s outcomedriven. Instead of ‘improve writing’, you’d say ‘research 50 articles, extract trends, update my
workspace, and alert me if anything’s urgent.’ We’re moving from apps to autonomous workflows – and it’s a big shift,” he said.
Key players such as AWS, Google Cloud, IBM, Microsoft, and NVIDIA offer definitions emphasising this ability to understand goals, interact with environments (often through tools and APIs), and act autonomously, sayid Jacky Chan, CTO at Votee AI.
In marketing and retail, agentic AI is an autonomous, AI-powered system that assists customers with complex tasks such as checking live inventory, seeking professional advice, booking personalised appointments, or resolving intricate inquiries, according to Samson Fong, regional head of marketing at Beame.
“Unlike traditional chatbots, it adapts dynamically to each customer’s needs, guiding them towards a booking or a purchase,” he said.
Which industries need agentic AI the most?
Agentic AI is vital for industries such as healthcare, hospitality, and financial services, where customer engagement exceeds simple FAQs or transactions, added Fong.
“For instance, a Hong Kong hair implant centre might receive inquiries about surgery details, costs, safety, and scheduling. An
AI agent can address these autonomously, escalating to humans only for niche questions, delivering a seamless experience indistinguishable from human support.”
Similarly, in banking, AI can guide customers through loan applications or account management, tailored to their needs, he added.
In APAC’s fiercely competitive food delivery sector, where customer loyalty hinges on speed and personalisation, agentic AI is the unseen force keeping customers engaged and businesses ahead of the curve, according to Eva Swainston, senior manager for APAC life cycle growth at foodpanda.
This is due to the industry’s operational necessity, including high transaction volumes and razor-thin margins which require next-level efficiency in customer service and retention, she said. “Hong Kong’s deal-savvy consumers expect real-time, tailored promotions – AI delivers dynamic offers that manual or rulebased processes can’t match.”
On the agency front, using agentic AI internally can create content aligned with brand guidelines and schedule posts at optimal times, said Tsai.
“The engineering team can leverage the coding agent for code completion, bug detection, and code generation. The admin AI
agent can review documents and receipts to approve or reject claims. These applications enhance organisational efficiency and are particularly valuable for small teams,” he said.
For external use cases, client-facing industries with high volumes of online communication urgently need agentic AI for financial services, eCommerce, and insurance services, he said.
“These sectors manage repetitive, yet critical interactions, making them ideal for agentic AI to enhance customer conversion and retention.”
Opportunities and challenges
While the potential for agentic AI is vast across numerous sectors, marketing and sales also benefit greatly by automating complex campaign workflows, leading to significant gains in efficiency and speed, according to Votee AI’s Chan.
“This automation reduces the burden of operational tasks on human employees, freeing them to focus on higher-level strategy, creativity, and oversight.”
However, adopting agentic AI also comes with significant limitations and challenges. The development, configuration, and integration of these sophisticated systems can be complex and costly, added Chan.
“Its effectiveness heavily depends on clearly defined goals; ambiguity can lead to errors or unintended consequences. As autonomous entities, agents introduce risks related to safety, security, and control – flawed decisions stemming from biased data or faulty reasoning can have real-world impacts.”
As such, ensuring an ethical operation, accountability, and compliance with standards such as ISO/IEC 42001 becomes paramount, Chan said.
“Significant technical hurdles exist, particularly in enabling effective collaboration between agents and ensuring coherent understanding through shared context.”
SleekFlow’s Tsai said agentic AI often requires significant development and integration efforts, as the system performance is highly reliant on the quality and availability of data.
“Industries with strict regulations or legacy systems may face hurdles in adopting agentic AI. Oftentimes, with transformation, it is hard to get internal stakeholders’ buy-in,” he added.
How will the agentic AI trend evolve?
Back in July 2024, OpenAI outlined a framework, known as the “five levels of super AI”, which delineated the stages of
AI development from basic functionalities to surpassing human capabilities. Currently, the world is moving from level two to level three, said SleekFlow’s Tsai.
The evolution of agentic AI is moving towards creating autonomous workflows rather than isolated task automation, he said, adding that moving forward, the world will see closer collaborations between agents, meaning agentic AI systems will work together to achieve complex goals, enhancing efficiency across industries.
“In five years, I believe every company will have an AI hub that allows AI agents to do work that connects to various systems. At SleekFlow, we believe this is the future of work, and that’s why we are committed to building AI agents that not only respond to queries, but also take meaningful actions. The goal is always to drive business growth,” he added.
As customers embrace instant AI assistance via a chat-based interface, they’ll expect brands to deliver similar experiences, said Beame’s Fong.
“AI agents will handle complex request chains such as bank-validating transactions, waiving annual fees, and setting up auto-pay
in one go; or airline planning and booking itineraries based on past trips, preferences, price trends or upcoming holidays.”
“Advancements in AI training will drive this shift over the next three to five years, though brands must ensure trust and data security to meet rising expectations,” he added.
While complex now, Chan anticipates the democratisation of agentic AI through platforms and tools that simplify development and deployment for businesses and perhaps even individuals.
“This ties into the potential shift in business models – moving from ‘software as a service’ (SaaS) towards ‘service-as-a-software’, where agents bundle functionalities previously requiring multiple SaaS products or services, potentially disrupting traditional software and service delivery.”
Meanwhile, foodpanda’s Swainston added that next-gen chatbots will utilise vocal and visual cues to detect customer sentiment and dynamically switch from upsell or promotional to a supportive mode. Whatever the outcome is with AI, at the end of the day, one thing remains clear - AI is here to stay, and marketers need to arm themselves all the way.
SNAPPED
Cityplaza’s “Live the Game!” Extravaganza
DATE: 6 June – 3 August
VENUE: Cityplaza’s 2/F Atrium and Centre Bridge
1. Cityplaza’s atrium has been transformed into an NBA world, featuring an NBA Logo Snapshot Zone with over 100 official NBA basketballs in vibrant signature blue, white, and red colours.
2. Crowned with a bold, artistically crafted metal basketball, visitors can strike their signature shooting pose at the chic black-and-gold NBA basketball stand.
3. Visitors can also watch legendary NBA moments come to life with each flip on a mechanical page-turning wall.
4. This massive check-in wall features vibrant logos of all 30 NBA teams from the East and West. Visitors can snap a picture by their favourite team’s emblem and explore the rich history and unique story behind each logo’s design.
Hong Kong Disneyland’s “The Most Magical Party of All”
DATE: From 28 June onwards
VENUE: Hong Kong Disneyland Resort
1. In celebration of its 20th anniversary, Hong Kong Disneyland Resort has launched a year-long campaign titled “The most magical party of all”.
2. The park will have a new anniversary-exclusive show –“Disney Friends Live: Party at the Castle!” – featuring Mickey and Friends, Duffy and Friends, and Disney princesses Aurora, Tiana, and Belle in their exclusive outfits.
3. It will also launch a 30-minute “Friendtastic!” parade, featuring 11 floats and over 100 performers, including more than 30 Disney characters.
4. To further engage with visitors, the park and its resort hotels are offering 80 new food and beverage items, along with limited-time 20th anniversary collections.
Yoshimasa Tsuchiya’s solo exhibition “Cryptids Dream Twice”
DATE: 5 June – 6 July VENUE: Gallery by the Harbour
1. In collaboration with the art In collaboration with the art curation unit WAY by Way of Difference, Japanese wood carving artist Yoshimasa Tsuchiya is presenting his first art exhibition in Hong Kong – “Cryptids Dream Twice”.
2. In terms of creative techniques, Tsuchiya primarily uses hinoki and camphor wood as materials, skillfully employing the traditional “Gyokugan” (crystal eye) technique found in Buddhist sculpture.
3. The inspiration for his Hong Kong debut exhibition stems from a warm and poetic moment in Tsuchiya’s daily life – when he observed his beloved dog gently twitching its limbs in its sleep.
4. Tsuchiya believes the deer that freely wander in the Japanese mountains, particularly the milkywhite deer that occasionally appear near his studio in the suburbs, symbolise an existence that transcends human definitions.
Luckin Coffee X SpongeBob SquarePants concept store
DATE: 31 May – 29 June VENUE: Siu Sai Wan
1. Luckin Coffee’s flagship store in Siu Sai Wan has been transformed into Bikini Bottom, the fictional underwater city from SpongeBob SquarePants.
2. The store features vibrant deep-sea decorations, including a replica of SpongeBob’s pineapple house as a photo spot.
3. Alongside the activation, Luckin Coffee also launched a cobranded drink, the kale light detox fruit tea.
4. Luckin Coffee, which attributed the collaboration to SpongeBob’s cross-generational appeal and cultural resonance with Hongkongers, is aiming to create an immersive in-store experience.
AGENCY OF THE YEAR AWARDS 2025 HONG KONG
As the advertising sector navigates economic instability and new technologies, recognising excellence in the field is more important than ever.
Agencies are facing challenges such as intense competition, talent retention, effective project management, and keeping up with rapidly evolving digital trends.
Nevertheless, agency leaders and marketers persevered to make sure their businesses not only survived, but also thrived. In light of this, MARKETING-INTERACTIVE's Agency of the Year Awards returned to celebrate the outstanding achievements of agencies in Hong Kong that have consistently surpassed client expectations.
An independent panel of respected client-side marketers judged the awards, which focused on an agency's overall performance rather than individual campaigns.
Agencies were evaluated on various criteria, including performance, product, people, and perspectives. Participants were required to demonstrate a strong commitment to excellence – encompassing creative innovation, strategic insights, cutting-edge technologies, and groundbreaking campaigns.
With 35 categories recognising different specialisations, agencies of all sizes had the opportunity to shine. We also extend our gratitude to the 20 judges who devoted their time and effort to selecting the winners for 2025. Congratulations to all our winners, and we look forward to seeing you at next year's event!
THOMAS FONG
Associate Director, Marketing & Corporate Communication BCT Financial
VIVIENNE CHIU Chief Brand and Communications Officer BOC Group Life Assurance Company Limited
MICHEL WONG Former Head of Consumer Communications, Asia Deliveroo
SCARLET HO Head of Group Marketing Chow Sang Sang Holdings International
PATRICK FONG Head Of Trade Marketing (Hong Kong & Taiwan) Ferrero
VALLOIS CHOI Director of Marketing Hotel ICON
RACHEL CHAN Regional Marketing Director APAC Lee Kum Kee
CHERRY SHAO Head of Marketing City Chain
JOYCE WU Head of Corporate & Marketing Communications Hip Shing Hong
MARCUS SIGURDSSON Group Head of Insurance Marketing HSBC Life
MILKY LAU Deputy General Manager, Marketing Octopus Cards
RONALD WONG Chief Marketing Officer Tam Jai International
IRIS KAN Marketing Director, HK & Macau L’OCCITANE (FAR EAST)
SAYSON CHIA Head of Marketing - Asia Proximo Spirits CLARA SO Director, Segment & Partnership Marketing Standard Chartered Bank
KATE MAN Director of Fundraising and Marketing The Hub Hong Kong
TOMMY TSE Penfolds PR and Corporate Communications Director –Greater China Treasury Wine Estates
HELENA FONG Director of Marketing Communications The St. Regis Macao
ZOE ZOU Chief Marketing Officer Wynn Macau
ERNEST SIU Director of Marketing ZOTAC
OOH Agency of the Year
GOLD LOCAL HERO
Bravo Media
Independent
We Glow HK
Independent
POAD GROUP
Best Agency Culture
GOLD LOCAL HERO
Bravo Media
DigiSalad
Independent
Independent BRONZE dentsu Hong Kong dentsu SILVER
Event Marketing Agency of the Year
Uniplan Hong Kong
Independent
Experiential Marketing Agency of the Year
Uniplan Hong Kong
Independent
Pico Group Independent
We Glow HK Independent
PRIZM Group Independent
DigiSalad Independent
Best Client Retention Agency of the Year
GAIA
Independent
Boutique Agency of the Year
GAIA
Brand & Design Consultancy of the Year
dentsu Hong Kong
Content Marketing Agency of the Year
dentsu Hong Kong dentsu
Creative Agency of the Year
CRM & Loyalty Agency of the Year
PRIZM Group Independent
CRO Agency of the Year
GOLD LOCAL HERO
PRIZM Group
Independent
Data Analytics Agency of the Year
GOLD LOCAL HERO
PRIZM Group
Independent
dentsu Hong Kong dentsu
Digital Agency of the Year eCommerce Agency of the Year
Best Breakthrough Agency of the Year
dentsu Hong Kong
GOLD LOCAL HERO FABCOM Independent BRONZE EssenceMediacom Hong Kong GroupM
Best Client Acquisition Agency of the Year
SILVER LOCAL HERO
FABCOM
Independent
Full-Service Agency of the Year
Independent Agency of the Year
GAIA Communications
Independent
Industry Specialist Agency of the Year
Influencer Agency of the Year
Innovative Agency of the Year
GOLD dentsu Hong Kong
LOCAL HERO PRIZM Group Independent
dentsu BRONZE DigiSalad Independent
Integrated Marketing Agency of the Year
LOCAL HERO FABCOM Independent
dentsu Hong Kong
DataMetas Independent
MarTech Agency of the Year
LOCAL HERO Admazes Independent
Media Agency of the Year
FABCOM Independent
B2B Agency of the Year
dentsu Hong Kong
dentsu
GOLD LOCAL HERO Pico Group Independent BRONZE DigiSalad Independent
Performance Marketing Agency of the Year
GOLD Assembly
Stagwell Inc.
EssenceMediacom Hong Kong Group M
dentsu Hong Kong dentsu
FABCOM Independent
Production Agency of the Year
LOCAL HERO KREW Independent
DigiSalad Independent
Adbrownies Group Independent
Programmatic Agency of the Year
dentsu Hong Kong dentsu
Digitas Publicis
Omnicom Media Group Hong Kong Omnicom Media Group
HERO FABCOM Independent
Public Relations Agency of the Year
Social Media Agency of the Year
B2C Agency of the Year
Best Client-Agency Partnership
Agency Leader of the Year
GOLD LOCAL HERO
FABCOM
Independent
Phoebe Yeung
Managing Director
Agency
Team of the Year
GOLD LOCAL HERO
FABCOM
Independent
Rising Star (age below 30)
GOLD LOCAL HERO
DigiSalad
Independent
Tiffany Hung
Business Development Manager
SILVER Votion Studios
Independent
Roger Proeis
Co-founder & President
BRONZE
TEAM LEWIS
Independent
Kate Kwan
Managing Director, Greater China Region
SILVER
dentsu Hong Kong
dentsu
BRONZE
The Bridge Agency
Independent
SILVER FABCOM
Independent
Donald Chan
Senior Performance Manager
Overall Agency of the Year Dentsu Hong Kong
Walking away with the prestigious Overall Agency of the Year award was dentsu Hong Kong which scored the highest number of accumulated points with 10 gold awards, six silvers and three bronzes.
With the belief of “innovating to impact”, dentsu operates with a single profit and loss operating model, under one leadership team. This unique structure empowers the team to offer integrated services to its clients in the most collaborative manner.
In 2024, across various sectors, dentsu Hong Kong won 30 new clients, including Kai Tak Sports Park, HSBC, Prada, and Octopus Cards, through its integrated growth solutions.
In addition to its overall client work, dentsu Hong Kong’s campaign “The Pandastic Hong Kong” for the Hong Kong Tourism Board stood out. Dentsu turned six pandas into ambassadors for the city, inviting both locals and visitors to explore their wonders via a number of promotional activities.
As part of the campaign, dentsu incorporated various elements such as a MTR station domination, street banners, themed trains on the Airport Express and the South Island Line, an Ocean Park bridge domination, 3D billboards, and a takeover of the PayMe app.
Beyond the campaign work, dentsu is committed to developing talent to achieve success. Being a place where
250 individuals work together, the agency maintains a zero gender pay gap at all levels, collaborates with nongovernmental organisations to employ individuals with disabilities, and recognises Pride Month as one of the many ways to support the LGBTQ+ community.
Additionally, it takes pride in its annual "Dentsu Halloween Party", which goes beyond showcasing creative costumes. The event encourages bonding and camaraderie by mixing departments into teams for friendly competitions. The agency also provides one work-fromhome day each week, along with biweekly yoga classes and a weekly running club.
Local Hero of the Year FABCOM
FABCOM was crowned Local Hero of the Year with 10 Local Hero awards – five golds, five silvers and one bronze.
Under the leadership of managing director Phoebe Yeung, FABCOM aims to be a strategic business partner for clients by providing a wide range of services, new technologies and solutions that drive performance and improve decisionmaking efficiency.
In 2024, FABCOM gained a number of new clients, including Cigna Healthcare, Lane Crawford, DFI Retail Group, and HKTVmall.
Among the campaigns FABCOM delivered for its clients, the one for Cigna Healthcare stood out. As
part of the campaign, FABCOM used Santa Claus to humanise health protection playfully.
By combining emotional storytelling with practical holiday health tips, the campaign crafted memorable and culturally relevant content. Its omni-channel strategy included AI-generated Christmas-themed creatives, tailored messaging, programmatic digital out-of-home advertising, and online ad re-targeting.
In terms of people development, a majority of FABCOM's employees have been around for over a year. The agency fosters team spirit outside of work by organising events such as sports days, company trips, and business vision assemblies, along with internal training sessions and case sharing.
Google has once again delayed its long-promised phase out of third-party cookies, opting to maintain the status quo in Chrome rather than push forward with more aggressive privacy reforms. The move underscores the growing tension between user privacy demands, regulatory pressures, and the digital advertising industry’s reliance on tracking – leaving marketers at a crossroads.
While Google insists it remains committed to enhancing privacy protections, critics argue the decision reflects a reluctance to disrupt the lucrative adtech ecosystem. Meanwhile, consumers and regulators are losing patience with opaque data practices, raising a critical question: If not now, when will the industry truly embrace a privacy-first future?
As such, Karen Wong turns to industry experts to find out.
With cookies still on the menu, can marketers afford to wait on privacy reform?
Google has halted its plan to phase out third-party cookies. It confirmed in April it will not be rolling out a standalone prompt for third-party cookies and will maintain its current approach to offering users a third-party cookie choice in Chrome.
“As we’ve engaged with the ecosystem, including publishers, developers, regulators, and the ads industry, it remains clear that there are divergent perspectives on making changes that could impact the availability of third-party cookies,” said Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, in his latest blog post.
“Taking all of these factors into consideration, we’ve made the decision to maintain our current approach to offering users a third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies. Users can continue to choose the best option for themselves in Chrome’s privacy and security settings.”
Google will continue to enhance tracking protections in Chrome’s incognito mode, which
already blocks third-party cookies by default, Chavez said.
“This includes IP protection, which we plan to launch in Q3 2025. And we’ll continue to invest in making Chrome the world’s most trusted browser, with technologies such as safe browsing, a safety check, built-in password protections, and AI-powered security protections, amongst others.”
This comes after the tech giant backtracked on its plan last July to remove third-party cookies in its Chrome browser and proposed an updated approach that would elevate the user choice. At the time, Chavez also said Google would introduce a new experience in Chrome that would allow people to make an informed choice that applied across their web browsing.
The latest announcement also comes amidst legal pressure on Google, in which a US judge recently ruled that the tech company illegally dominates two markets for online advertising technology.
US district judge Leonie Brinkema, in Alexandria, Virginia, said in the judgement
that Google has “wilfully engaged in a series of anticompetitive acts to acquire and maintain monopoly power in the publisher ad server and ad exchange markets for openweb display advertising”.
Industry reactions
Google’s latest announcement doesn’t come as a surprise, as coupled with Forrester’s Marketing Survey 2025, which showed 57% of B2C marketers said they did not believe Google would deprecate the third-party cookie, said Stephanie Liu, senior analyst at Forrester, in a conversation with MARKETING-INTERACTIVE.
“Still, third-party signals continue to dim around the open web: other browsers have blocked third-party cookies for years and consumers use ad blockers and other tools that block third-party cookies.”
Any divestiture of Chrome will only increase competition for online audiences, she added. “Data deprecation continues with or without Google, so advertisers must continue refining their first party data strategies, testing cookie-
less targeting and identity resolutions, and leaning on publishers for audience insights.”
In fact, the reality is: third-party cookies are outdated, said Chris Ngan, general manager for Hong Kong and Taiwan at The Trade Desk. “They are rooted in a desktopcentric world, raise significant privacy concerns, and are not compatible with fastgrowing channels such as connected TV and mobile apps. Most importantly, they are out of sync with rising consumer expectations for transparency and control.”
Google’s decision to retain third-party cookies offers advertisers a sense of shortterm continuity in the near term, according to Nelson Tsai, solutions development director for GroupM Nexus Media Solutions.
“It slows down the urgency around cookieless transformation, but doesn’t eliminate the long-term trajectory while accelerating the shift towards the future of media, which is driven by AI, not IDs.”
Smart marketers will take this moment not as a reason to revert to old habits, but as an opportunity to refine their data strategy: balancing effective targeting with sustainable data practices, he said. “The
pause shouldn’t delay progress; it should fuel better experimentation and stronger transition plans.”
Tsai added it’s important not to interpret this as a win, as the industry has already begun shifting towards more privacy-centric models, and consumers won’t tolerate backtracking.
“What matters now is building adaptable strategies, ones that work with or without cookies. The most resilient marketers will be those who understand that privacy innovation and performance aren’t mutually exclusive: they’re becoming one and the same.”
In fact, Google’s decision to roll back on the phase out of third-party cookies signals a reluctance to let go of outdated advertising models that may no longer be the best fit for today’s adland, according to Niall Hogan, general manager (JAPAC), GumGum.
“Across JAPAC, we’re seeing rising expectations from consumers for greater transparency, control, and respect in how their data is used. Take Japan for example – our recent digital advertising pulse check shows us that over a third (36.6%) of Japanese consumers have a negative view of cookiebased advertising.”
Although Google was initially slower to announce a concrete timeline for phasing out third-party cookies compared to Apple and Mozilla, it is not necessarily lagging; rather, it has been navigating complex considerations due to its reliance on advertising revenue, according to Gary Cheung, general manager of NP Digital Hong Kong.
“Google also operates on a much larger scale than its competitors. The transition involves a more intricate balancing act between maintaining advertisers’ needs and addressing privacy concerns,” he said.
“Advertisers and marketers will need to adjust to a landscape where cookies remain in use. This means continuing to utilise thirdparty data while also enhancing first-party data strategies. A diverse marketing mix will be essential, focusing on sustainable channels such as content, SEO, and contextual advertising.”
Risk in performance and consumer trust
As users demand more transparency, control, and choice over how their data is used over time, outdated tracking methods will increasingly be seen as intrusive and irresponsible, said Ngan.
Brands that continue relying on surveillancebased tactics risk falling behind – not just in performance, but in consumer trust.
Hogan added: “By pivoting towards attention-based solutions that enable relevant, respectful engagement without compromising privacy, we can instead focus on building the privacy-first strategies consumers have already been calling for.”
According to Twilio’s 2023 report – “When consumers control data: How to build trust and succeed in the new digital era” – 92% of marketers in APAC believed that scrapping thirdparty cookies could actually help strengthen trust in advertising among consumers in the long run.
Consumer trust is shaped more by brand perception than by site visits tracked from pixels, said Tsai, adding that users worldwide are increasingly sensitive to how their data is used, whether cookies are present or not.
“Brands that demonstrate transparency, choice, and meaningful value exchange will earn long-term loyalty,” he said.
“Building trust needs to go beyond the technology in play. And the real opportunity lies in building deeper relationships with consumers through AI-powered personalisation that respects their privacy and delivers relevant experiences based on context and intent.”
NP Digital’s Cheung said the retention of cookies may hinder the transition to privacyfocused advertising, which could negatively impact consumer trust.
“Brands must prioritise transparency and authenticity in their messaging to maintain and build trust with consumers. Understanding consumer intent and creating meaningful connections that avoid invasive tracking will be crucial.”
What’s next for agencies and marketers?
For agencies focused on first-party data, this development doesn’t change the strategic imperative, but it only changes the timeline of urgency, said Tsai, adding that clients still need help breaking down silos, activating CRM data intelligently, and building data and tech infrastructure. In fact, this pause gives agencies more room to embed robust, privacy-compliant systems, that don’t depend on third-party identifiers, he added.
“The ones who continue investing in scalable, future-ready architectures, will remain highly valuable. It’s also worth noting that agencies (also within WPP) have invested heavily in upskilling talent, building data products, and scaling cleanroom solutions,” he said.
“The cookie news doesn’t invalidate that work; it validates the need for modular, adaptive infrastructure. Those who built capabilities around interoperability (the ability of different systems to work together) rather than any single ID signal will find themselves better positioned.”
As Google’s plan to kill third-party cookies comes to a pause, agencies that have emerged to help clients navigate a cookie-less environment may face challenges as cookies continue, said Cheung.
“They will need to adapt their services, emphasising the importance of first-party data while integrating it with existing cookie-based strategies. This dual approach can help position them as vital partners in a mixed advertising landscape.”
On the marketing front, brands should not only focus on tactical adjustments, but also return to the core principles of effective marketing, he said.
“Creativity, empathy, and a genuine understanding of the audience will be key to
fostering trust and engagement. Privacy-first strategies should be viewed as essential for long-term success, rather than just a response to regulatory changes.”
Nikhil Lai, senior analyst at Forrester, said agencies who specialise in first-party data solutions remain well-positioned.
“Advertisers won’t revert to third-party cookie-dependent re-targeting because of this. Third-party cookies have already disappeared from Firefox, Safari, and Brave. Martech’s momentum towards first-party data will strengthen despite Google’s announcement.”
Lai suggested brands should focus on deepening their moat of zero-party data; invest in second-party data relationships through direct publisher deals or retail partnerships; retest the waters of the open web, which remain warm for those with identity resolution capabilities and modelling skills; test contextual targeting; develop more compelling creatives; and mitigate the risk of serving bad ads.
While some clients may temporarily deprioritise first-party data efforts in light of this decision, smart agencies know this is the time to double down, said Ngan.
“The significance of first-party data is steadily increasing, not only because it reflects real user behaviour closest to business outcomes, but also because it gives brands full control and ownership over both data and insights.”
Unlike the black-box metrics of walled gardens, it gives brands the power to design agile and accountable marketing strategies, he added.
“Agencies with expertise in data integration, insight generation, and cross-platform identity resolutions will continue to play a critical role in helping clients stay ahead of the curve.”
HONG KONG
Time to get social! 2025
Hong Kong’s marketing scene is evolving fast – and with the rise of AI, consumer journeys are becoming more dynamic and unpredictable than ever. Gone are the days of linear paths to purchase; instead, we’re seeing fragmented, highly personalised paths to buying, where consumers hop between channels, platforms, and touchpoints in unpredictable ways.
Today, winning hearts (and conversions) means adapting to a new reality. As such, MARKETING-INTERACTIVE’s highly anticipated networking event – The Social Mixer – returned to Hong Kong for its third sensational year.
The event saw over 60 excited marketers and industry players gather at Soho House Hong Kong on 16 May to connect with one another and gain insights into the latest agentic AI trends from industry experts.
Kicking off the event was a panel discussion with Henson Tsai, founder and
CEO of SleekFlow, and Samson Fong, regional head of marketing at Beame, moderated by Karen Wong, deputy editor of North Asia at MARKETING-INTERACTIVE.
From the latest agentic AI trend, to mastering omnichannel strategies and qualifying leads in an ultra-competitive market to leveraging AI for smarter ROI – the panel delivered actionable insights that marketers could put to work immediately.
Apart from generating content and visuals, marketers have been leveraging AI to enhance consumer journeys and foster a seamless communication. SleekFlow’s Tsai said AI was evolving into more of an agent, which could accomplish entire workflows independently.
“For example, in marketing, an AI agent can analyse what your audience wants, generate compelling copy, create the right visuals, publish the ads on the right platforms, allocate the optimal
budget, and even perform post-campaign analysis. It’s not just assisting anymore; it’s actively executing entire processes,” he said.
For customer service-driven industries such as dental beauty brands, including Beame, AI is transforming how we handle inquiries – balancing efficiency and the human touch. Beame’s Fong said previously, the brand had relied on human agents across regions such as China, Malaysia, and India with a basic keyword-trigger system.
“If a patient asked ‘price’, they’d receive a promo; ‘appointment’ would generate a booking link. But this system was rigid, covering only a narrow set of responses.”
Now, with agentic AI, the brand has implemented a more advanced approach, he said. “At the basic level, the AI pulls answers from our database when questions match predefined keywords,” he added.
“The next level handles complex queries –such as a single prompt asking about pricing, discounts, success cases, or even complaints – where the AI processes multiple questions at once and delivers consolidated responses.”
“The third layer involves escalation: if the AI detects frustration or a request beyond its scope (such as a serious complaint), it seamlessly transfers the conversation to a human CS agent. This system not only improves efficiency, but also reduces labour costs, as AI handles routine queries while humans step in for more sensitive issues,” he added.
When it comes to lead generation, Fong has seen a significant shift in consumer behaviour over the past five years. “Previously, the standard approach was to drive traffic through Meta or Google ads to a website, where visitors would fill out a form to submit their contact details. Today’s consumers prefer instant, conversational interactions over static forms.”
Instead of directing people to a website, Beame now offers two options – either visit the site and submit a lead form or engage directly on WhatsApp or WeChat, Fong said. “The results? The conversion rate is actually better on WhatsApp compared to the website.”
To maximise the returns on investment on WhatsApp marketing, SleekFlow has created
a feature called AI lead scoring, which is an intelligent AI lead scoring system that can evaluate all leads based on how consumers interact with brands, hence, letting clients build marketing campaigns or messaging based on the nature of these leads, said SleekFlow’s Tsai.
“If they are hot, just push them to a call to action. If they are cold, then you build more nurturing campaigns. So, I think you can brainstorm more about AI, it’s not just about replying, but also about targeting, lead scoring, amongst others. So I think there are a lot more things we can study for conversational marketing,” he added.
Moving forward, Tsai suggested marketers should experiment obsessively – whether it’s SleekFlow, ad platforms, or content tools. The more you test, the more you’ll uncover AI’s surprising capabilities.
“In the eCommerce space, AI can analyse what the customers have browsed through on your website before. With existing customers, AI can draft each of them very tailored, personalised messages with unique promote codes. So, you can imagine marketing in the future will become a mass scale of sales powered by AI.”
Just as brands have adapted to having websites and apps over the past decade,
we’re now entering an era where AI-powered chat commerce has become essential. In the next five years, Beame’s Fong said brands will be investing more time in building their “chat commerce” capabilities rather than focusing solely on traditional digital assets.
Soon, consumers will expect to interact with brands the same way they interact with AI assistants – getting instant answers to product questions, making purchases, and receiving support all through messaging platforms such as WhatsApp, he added.
To liven up the scene, our event sponsor TamJai SamGor introduced its latest spicy cup noodles using Deep Face Live AI after the panel discussion. As part of its latest branding campaign, the cup noodle incorporates the essence of SamGor’s secret soup recipe, with the “1/3 mild” spiciness. Guests were invited to try out the new product and mingle over drinks and refreshments. The three-hour event concluded with prize presentations with three rounds of lucky draw winners.
MARKETING-INTERACTIVE would like to thank its gold sponsor SleekFlow, event sponsors CODY Out Of Home, DigiSalad, and TamJai SamGor; gift partner Eternal Group, and photo booth partner SNAPIO who made this night possible.
JUDGES
KAREN NG
General Manager, Corporate Branding and Marketing Airport Authority Hong Kong
JACKIE DUNN Director Marketing & Guest Experience Aqua Restaurant Group
LINDA WANG
Head of Lifestyle Marketing Cathay Pacific Airways
BELINDA LIN
Former Director – Marketing & Communications Epicurean Group
JOE PAU
General Manager –Hong Kong, Macau & Taiwan Asahi Beer Asia
SIMON SHING
General Manager & Head of Marketing and Brand Management China CITIC Bank International
SISSIE YIU
Associate PR and Communication Director Eternal Group
ANGELA WONG Director, Corporate Communications & Administration Jebsen Group
VINCENT LEUNG
Global Head of Digital Brand Marketing Lenzing Group
BATES SIU
Brand General Manager –HK & Macau
Benefit Cosmetics HK
SCARLETT CHAN
Marketing Director, Hong Kong & Taiwan Coty
SARAH STARCK
Regional Marketing Director APAC, Consumer Freudenberg Home and Cleaning Solutions
OLIVIA TANG
Senior Marketing Director – Human Health Care & Haircare Kao Corporation
VENUS MA Director, Digital Marketing & CRM, Asia Pacific Lululemon
TAMMI CHAN
Director, Head of Marketing Samsung Electronics
CHRISTINE TSOI
Assistant Marketing Director
Sony Music Entertainment Hong Kong
MINGO TSANG
Director, Marketing & Branding
Bowtie Life Insurance Company
RITA WAN Head of Branding and Marketing Communications CTF Life
EVA KWOK Director of Marketing Communications Grand Hyatt Hong Kong
JENNIFER LIN Head of Feminine Care Core Marketing, International Kimberly-Clark
ANNE SHAM
North Asia Marketing Head, Pet Nutrition Mars Wrigley Asia
ANDREA WONG
Senior Vice President, Group Marketing & Communications Shangri-La Group
MARCO LEE
Deputy Head of Marketing, Wealth & Retail Banking Standard Chartered Bank
FIONA LEUNG
Global Brand Marketing Director Insta360
ERIC LUI
General Manager L’OCCITANE Group
ANDREW LI
Deputy General Manager, Marketing, Communications and Data Octopus Cards
ATHENA CHEUNG Director, Marketing, Brand SHISEIDO Shiseido Hong Kong
MELODY KEUNG
General Manager Taikoo Sugar
JULIANA CHEUNG Director, Brand & Partnership Plaza Premium Group
EWA STACHURSKA
Chief Marketing and Sustainability Officer (CMSO) Simpson Marine
FLORA HU
Online Director The Estée Lauder Companies
CHRISTINE CHOW Director, Marketing, Digital and Customer Experience
West Kowloon Cultural District Authority
GOLD
Mindshare, Uth Creative Group, The Bread Digital
Client: MTR Corporation
Campaign: Journey Together
SILVER
Sunny Idea, Omnicom Media Group
Client: Mentholatum
Campaign: Mentholatum 135th Anniversary –“The Little Nurse in All of Us”
BRONZE PROJCT
Client: Chubb Life Hong Kong Campaign: Every Wish Lasts
GOLD
Saatchi & Saatchi
Client: HSBC
Campaign: HSBC One x T1: For Every Legendary One
SILVER
TBWA Hong Kong
Client: Project Consortium Campaign: Hong Kong Never Normal
BRONZE PRIZM Group
Client: Manulife (International) Campaign: Manulife – Shifting Perspectives to Become Your Life Companion
GOLD
Mindshare, Uth Creative Group, The Bread Digital
Client: MTR Corporation Campaign: Journey Together
SILVER
NoTwo HK
Client: Samsung Electronics H.K. Campaign: Galaxy AI Cantonese Culture Festival
BRONZE Narrow Door
Client: HONOR Campaign: HONOR Magic7 Pro – Rewrite a Smarter Story
GOLD
Leo Burnett
Client: Cathay Campaign: “Every move counts” & “Rerighting history”
SILVER dentsu Hong Kong, Secret Tour Hong Kong
Client: Standard Chartered Bank (Hong Kong) Campaign: Standard Chartered Anti-Fraud Campaign
BRONZE
Frengers Communications
Client: A Drop Of Life Campaign: Water Scarcity Awareness Campaign 2025
GOLD
PRIZM Group
Client: Danone Nutricia Early Life Nutrition (Hong Kong) Campaign: Beyond Campaigns: the Loyalty Journey with AI and Human Touch
SILVER Saatchi & Saatchi, Omnicom Media Group
Client: HSBC Campaign: HSBC One x T1: For Every Legendary One
BRONZE Good Omens
Client: Hong Kong Tramways Campaign: Echoes of the Lost Depot
GOLD
Havas Hong Kong, HKAAA
Client: Hong Kong Internationl Airport Campaign: mAIRathon Hong Kong
SILVER reEDIT
Client: L'Occitane en Provence Campaign: Ocean or Plastic? Pop-up Exhibition
BRONZE Makeitloud Marketing (STAYFUN), Boxing Promotions
Client: LEGO® Hong Kong, Citywalk Campaign: LEGO® Bricktopia
GOLD
dentsu Hong Kong, Teads
Client: Standard Chartered Bank (Hong Kong) Campaign: Standard Chartered Credit Card Acquisition Campaign
SILVER
Hungry Digital, dentsu Hong Kong
Client: Standard Chartered Bank (Hong Kong) Campaign: “Interest-ing Moments” Digital Deposits Campaign
BRONZE Omnichat
Client: Uni-China Group Campaign: Hong Kong Market Eshop Launch Campaign with WhatsApp O+O Innovation
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: 50 Benches
SILVER Saatchi & Saatchi
Client: HSBC Campaign: HSBC One x T1: For Every Legendary One
BRONZE Omelette Digital
Client: Uber Hong Kong Campaign: The Airport Code War
We are deeply hornored by the MARKies’ recognition of our “Flying Eagle-The Real Master’s Choice” campaign with the Silver Award (Best Idea – Launching/Rebranding) Launching/Rebranding), acknowledging our success in redefining the Brand and reshaping the traditional wood lok oil category.
Scan to view the award-winning campaign TVC
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: 50 Benches
SILVER Good Omens
Client: Hong Kong Tramways Campaign: Echoes of the Lost Depot
BRONZE
Hardchi Creative
Client: TamJai International Campaign: TamJai x Storm Clouds Campaign
BEST IDEA – INFLUENCER
GOLD
Saatchi & Saatchi
Client: HSBC Campaign: Client Continuum Campaign
SILVER
Narrow Door
Client: HONOR Campaign: HONOR Magic7 Pro – Rewrite a Smarter Story
BRONZE Indigo Concept
Client: Hang Seng Bank Campaign: Prestige Banking: The CFO Promotion
GOLD
Omnicom Media Group, Ogilvy Hong Kong
Client: PayMe By HSBC Campaign: PayMe 2024 CNY Laisee Campaign
SILVER Frengers Communications, MORE PR & Marketing
Client: MTR Corporation
Campaign: Green T Baby Fun Day
BRONZE
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: Shake N Dip
GOLD
The Bread Digital
Client: Ocean Park Hong Kong Campaign: Ocean Park Halloween Fest 2024 Campaign
SILVER
Mindshare, Uth Creative Group, The Bread Digital
Client: MTR Corporation Campaign: Journey Together
BRONZE
Saatchi & Saatchi, Omnicom Media Group
Client: HSBC
Campaign: HSBC One x T1: For Every Legendary One
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: MaccyLeaks
SILVER
Hillygo Communications
Client: Flying Eagle Wood Lok Oil, Europharm Laboratoires (Hong Kong) Company
Campaign: Flying Eagle – The Real Master’s Choice
BRONZE
Narrow Door, The Bridge Agency
Client: TamJai International - TamJai SamGor Campaign: Culinary Kung Fu: Noodle Mixing Masterclass
GOLD
dentsu Hong Kong
Client: Hong Kong Tourism Board Campaign: The Pandastic Hong Kong
SILVER
GOLD
TBWA Hong Kong
Client: Project Consortium Campaign: Hong Kong Never Normal
SILVER
ManyMany Plus
Client: Vitasoy International Holdings
Campaign: Vitasoy x KMB Daily Tasty Food Sharing Journeys
BRONZE McCann Erickson (HK), Carat Media Services (Hong Kong)
Client: Mastercard Hong Kong
Campaign: The Taste of Global Vision
Campaign: 140th Anniversary of The Hong Kong Jockey Club BEST IDEA – LAUNCH/REBRANDING
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: 50 Benches
BRONZE Durian
Client: Reckitt Benckiser Hong Kong Campaign: Durex – Love is a matter of choice
GOLD
Narrow Door
Client: Merck Sharp & Dohme Corp Campaign: Men’s Survival Guide
SILVER
dentsu Hong Kong, Secret Tour Hong Kong
Client: Standard Chartered Bank (Hong Kong) Campaign: Standard Chartered Anti-Fraud Campaign
BRONZE
VML Hong Kong, Mirum Hong Kong, PHD Hong Kong
Client: The Hong Kong Jockey Club
in Hong Kong awarded the LEED Communities Platinum certification
GOLD
Saatchi & Saatchi
Client: HSBC
Campaign: Client Continuum Campaign
SILVER dentsu Hong Kong, Secret Tour Hong Kong
Client: Standard Chartered Bank (Hong Kong) Campaign: Standard Chartered Anti-Fraud Campaign
BRONZE
Bliss Concepts
Client: Hong Kong Tramways Campaign: Moved by Our Every Journey
SILVER
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: MaccyLeaks
Omelette Digital
Client: Uber Hong Kong
Campaign: The Airport Code War
BRONZE KREW
Client: Ocean Park Hong Kong
Campaign: PandaHK: A social media journey with Hong Kong's Panda
BRONZE
NoTwo HK
Client: Samsung Electronics H.K. Campaign: Your Imagination Will Come True With Samsung Galaxy Z Flip6!
GOLD
Saatchi & Saatchi
Client: HSBC Campaign:
Client Continuum Campaign
SILVER Mindshare, Uth Creative Group, The Bread Digital
Client: MTR Corporation Campaign: Journey Together
SILVER Omelette Digital
Client: Oriental Watch Company Campaign: TAKE YOUR TIME with The Timekeepers
BRONZE
Hardchi Creative, The Bridge Agency
Client: Uni-China Group Campaign: Hong Kong Market Eshop Launch Campaign
GOLD
Saatchi & Saatchi
Client: HSBC Campaign: HSBC One x T1: For Every Legendary One
SILVER Omelette Digital
Client: Uber Hong Kong
Campaign: The Airport Code War
BRONZE
iProspect Hong Kong
Client: Pizza Hut Hong Kong Campaign: Halloween with Spooky Face Hunt
GOLD
dentsu Hong Kong, Secret Tour Hong Kong
Client: Standard Chartered Bank (Hong Kong)
Campaign: Standard Chartered Anti-Fraud Campaign
SILVER
Omnicom Media Group, Hungry Digital
Client: HSBC
Campaign: The savvy always chooses red!
BRONZE
The Bridge Agency
Client: Ngong Ping 360 Campaign: Ngong Ping 360 Christmas Campaign 2024
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: MaccyLeaks
SILVER Saatchi & Saatchi
Client: HSBC
Campaign: HSBC One x T1: For Every Legendary One
BRONZE PRIZM Group
Client: Danone Nutricia Early Life Nutrition (Hong Kong) Campaign: Beyond Campaigns: the Loyalty Journey with AI and Human Touch
GOLD
PRIZM Group
Client: Danone Nutricia Early Life Nutrition (Hong Kong) Campaign: Beyond Campaigns: the Loyalty Journey with AI and Human Touch
SILVER
Hardchi Creative
Client: TamJai International Campaign: TamJai x Storm Clouds Campaign
BRONZE
Leo Burnett, Digitas Hong Kong
Client: Cathay Campaign: Asia Miles 25th Anniversary –
Unlocking possibilities
GOLD
PHD Hong Kong
Client: Mead Johnson Campaign: Mom AI Intelligence Network
SILVER
dentsu Hong Kong, The Trade Desk
Client: Asahi Beer Asia
Campaign: We Brew Data – Asahi Dry Crystal Launch Campaign
BRONZE
Zenith HK
Client: Hang Seng Bank
Campaign: Prestige Banking: The CFO Promotion
GOLD
PRIZM Group
Client: Danone Nutricia Early Life Nutrition (Hong Kong) Campaign: Beyond Campaigns: the Loyalty Journey with AI and Human Touch
SILVER
OMD Hong Kong, DDB Group Hong Kong
Client: Mannings Campaign: Take Sleep Seriously
BRONZE
Omnichat
Client: A.S. Watsons Group Campaign: Watsons All-in-One Care Companion on WhatsApp
BEST USE OF IMMERSIVE TECHNOLOGY
SILVER
GOLD
PRIZM Group
Client: Danone Nutricia Early Life Nutrition (Hong Kong) Campaign: Beyond Campaigns: the Loyalty Journey with AI and Human Touch
Digitas Hong Kong
Client: Cathay Pacific Campaign: One-Click Evaluator for Travel Destinations
BRONZE Leo Burnett
Client: Standard Chartered Bank (Hong Kong) Campaign: Travel To The Fullest. Live Life To The Fullest
BRONZE
Narrow Door
Client: DBS Bank (Hong Kong) Campaign: Trust Your Spark Local Activation
BEST USE OF GAMIFICATION
SILVER
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong
Campaign: 50 Benches
The Plastic Chair
Client: Taikoo Place, Swire Properties Campaign: PROJECT AFTER 6: Padel Tour 2024
BRONZE
The Bridge Agency
Client: Bank of China (Hong Kong) Campaign: Banking TrendyToo presents: “Strive for the Best. Together We Break the Record!”
BRONZE
Yello Marketing
Client: Swire Properties
Campaign: Welcome to Anfield –The LFC Experience
BEST USE OF INFLUENCER
GOLD
Sunny Idea
Client: Hang Seng Bank Campaign: Hang Seng Preferred Banking – Plan Smart For Every Dollar Campaign
SILVER
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: MaccyLeaks
BRONZE
Hungry Digital, FABCOM
Client: Cigna Worldwide General Insurance Company
Campaign: When Santa’s “Ho Ho Ho” Becomes “Ho’spital”
GOLD
Omnicom Media Group, Sunny Idea
Client: Mentholatum
Campaign: Mentholatum 135th Anniversary – “The Little Nurse in All of Us”
SILVER
Saatchi & Saatchi, Omnicom Media Group
Client: HSBC
Campaign: Client Continuum Campaign
BRONZE
Carat Hong Kong
Client: foodpanda Hong Kong
Campaign: foodpanda McGriddles Campaign
SILVER
BCNetcom
GOLD
Omakase Advertising, GBA, Deloitte Digital
Client: Café de Coral
Campaign: Club 100 3.0 upgraded – Joy Together!
Client: Uni-China Group
Campaign: Hong Kong Market Eshop Launch Campaign
SILVER
Deloitte Digital
Client: Hysan Development Company
Campaign: Discover Upgraded Lee Gardens App: One App Two Experiences, Connecting Community
GOLD
MTR* advertising, JCDecaux Transport
Client: Taobao
Campaign: MTR* advertising – Taobao Double 11 Shopping Festival
SILVER
The Bread Digital
Client: Ocean Park Hong Kong
Campaign: Ocean Park Halloween Fest 2024 Campaign
BRONZE
Leo Burnett, MSL, Luminous MSL, Digitas Hong Kong
Client: Cathay
Campaign: NOW THAT'S WHAT WE CALL A SEVEN
BRONZE Cymballe
Client: Sun Life Hong Kong
Campaign: Stanley International Dragon Boat Championships
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: 50 Benches
SILVER
Ogilvy Hong Kong
Client: Hong Kong Tourism Board
Campaign: 2024 Hong Kong Halloween
BRONZE
Saatchi & Saatchi, Omnicom Media Group
Client: HSBC
Campaign: Client Continuum Campaign
GOLD
Assembly
Client: American Eagle Outfitters Hong Kong Campaign: AEO Performance+ Campaign
SILVER
dentsu Hong Kong, Teads
Client: Standard Chartered Bank (Hong Kong) Campaign: Standard Chartered Credit Card Acquisition Campaign
SILVER
Client: The Bank of East Asia Campaign: “Don't just be rich, be wealthy” Campaign BEST USE OF PERFORMANCE MARKETING BEST USE OF PROGRAMMATIC
BRONZE
PHD Hong Kong, Communion W
GOLD
dentsu Hong Kong, Teads
Client: Standard Chartered Bank (Hong Kong)
Campaign: Standard Chartered Credit Card Acquisition Campaign
Digitas Hong Kong, APX Exchange Hong Kong
Client: Cathay Pacific Campaign: Cathay Pacific Media-Active Ecology
SILVER
Zenith HK, APX Exchange Hong Kong
Client: Hong Kong Disneyland Campaign: World of Frozen Grand Launch
BRONZE
Carat Hong Kong, Quantcast
Client: foodpanda Hong Kong Campaign: 2024 May Winback Vendor campaign
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: MaccyLeaks
SILVER
Omnicom Media Group, Hungry Digital
Client: HSBC Campaign: The savvy always chooses red!
BRONZE
Secret Tour Hong Kong
Client: PrimeCredit Campaign: WeWa ATL Campaign 2024: Think? No more.
GOLD
DDB Group Hong Kong, OMD Hong Kong
Client: McDonald’s Hong Kong Campaign: 50 Benches
SILVER
Ogilvy Hong Kong
Client: Hong Kong Tourism Board Campaign: 2024 Hong Kong Halloween
BRONZE
The Bridge Agency
Client: Festival Walk Campaign: AVANTGARDEY Pop-up Store
Best of Show – Campaign 50 Benches
McDonald’s Hong Kong’s “50 Benches” campaign took home six trophies: five golds and one silver, successfully winning the hearts of the judging panel.
Done in collaboration with creative agency DDB Group Hong Kong, and media agency OMD Hong Kong, the campaign ran from 1 October 2024 to 4 February 2025. This initiative coincided with the 50th anniversary of McDonald’s Hong Kong, as the brand celebrated 50 years of shared memories with Hongkongers across generations.
To achieve this, the campaign used a creative activation to reflect Hongkongers’ relationship with McDonald’s: the iconic Ronald McDonald bench. As the brand evolved, these classic benches gradually disappeared from the city. When netizens discovered the last Ronald McDonald bench at the Shek Wai Kok store, it sparked a social media sensation, with people flocking to take selfies and petitioning for McDonald’s to preserve it.
Recognising the Ronald McDonald bench had always been a powerful nostalgic memory, and that almost everyone had a photo with the bench, the campaign turned this iconic feature into a time machine to the past.
The campaign began by strategically placing 50 McDonald’s benches in 50 iconic locations throughout the
city for everyone to sit on and take photos. Each location was chosen to tell a unique story about the brand’s history and its relationship with Hong Kong.
For example, the Star Ferry location recalled a 1976 stunt for the first McDonald’s store across the harbour, while the Tsim Sha Tsui store marked the opening of the brand’s first 24-hour outlet in Hong Kong. The benches acted as time machines, evoking memories spanning 50 years for Hongkongers throughout the city.
The campaign then expanded into an interactive gaming experience, inviting Hongkongers to participate in a treasure hunt down memory lane, encouraging them to find each bench scattered throughout the city.
By scanning the QR code on each bench using the McDonald’s app, participants could collect a stamp unique to that location, unlocking fun facts about the brand’s relationship with the city. Collecting all 50 stamps came with a chance to win prizes from a pool of over 500,000 giveaways. This experience was designed to deepen the emotional connection between McDonald’s and its customers, allowing them to share their stories and reminisce about their favourite moments spent at its restaurants.
Best of Show – Agency
DDB Group Hong Kong
Behind every successful campaign, agencies play a significant role in crafting and shaping the storytelling concept. This time, DDB Group Hong Kong – Best of Show – Agency winner – secured nine gold awards, three silver, and one bronze.
In addition to the “50 Benches” campaign, DDB Group Hong Kong executed several thought-provoking initiatives, including the “MaccyLeaks” and “Shake N Dip” campaigns for McDonald’s Hong Kong, as well as the “Take Sleep Seriously” (瞓覺事 大健事 ) campaign for Mannings Hong Kong.
These campaigns impressed the judges with their emphasis on creative ideas and effective implementation.
The “Take Sleep Seriously” campaign, created in collaboration with media agency OMD Hong Kong for Mannings Hong Kong, caught the judges’ attention with its clever use of digital solutions. Running from 27 September to 31 October last year, the campaign targeted a mass audience aged 25 to 64.
It arose because sleep quality was a top concern for Hong Kong citizens, especially among those aged 25 to 44, with over 75% affected in the past decade, according to an Ipsos survey. Recognising the importance of health and wellness, the campaign aimed to position Mannings as a trusted curator of health and beauty, encouraging consumers to embrace better health.
The campaign featured the brand’s signature character, Mannings Cat, who guided consumers through a landscape of sleep-enhancing products and health services. This created a
cohesive and impactful narrative that reaffirmed Mannings’ commitment to health and wellness while fostering a sense of ownership in the sleep and relaxation space.
To amplify this theme, the campaign leveraged digital platforms for effective targeting and engagement, elevating the conversation around quality sleep to inspire consumer interest. During the day, Google Display and Video 360 executed a comprehensive programmatic ad campaign with data-driven targeting to enhance clickthrough rates and view-through rates (VTR), while increasing reach and frequency. It also collaborated with local creator World Serious Organisation to produce authentic content for Instagram.
At night, a mix of YouTube ad formats was launched to enhance target reach and drive quality views. Bite-sized, non-skippable multi-video ads, were also shown before bedtime, along with a 100% SOV Masthead, to maximise exposure with “prep for sleep” messages. Thematic and episodic videos using TrueView in-stream ads targeted high-intent audiences to boost VTR.
This year’s entries showcased exceptional creativity along with innovative marketing professionals who have pushed boundaries. MARKETING-INTERACTIVE would again like to thank our esteemed judges for their time in reviewing over 940 submissions. We also congratulate all the finalists on their remarkable success. We believe this year’s awards have paved the way for exciting initiatives in the industry for years to come.
