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MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

CONTENTS ED’S LETTER

3

JUDGES PANEL

4

METHODOLOGY

5

OVERALL AGENCY OF THE YEAR

6

CATEGORIES 8

B2B Best Client-Agency Collaboration

12

Social Media

17

Best Agency Culture

25

CRM & Loyalty

30

Creative

35

Brand Consultancy

40

Design

44

Digital

48

Specialist

52

Independent

57

Innovative

62

Integrated Marketing

67

Direct Marketing

72

Fast Growing

76

Production

80

Event

85

Best Newcomer

90

Market Research

94

Media

98 102

Programmatic

106

Public Relations

112

Search

116

Content Marketing

121

Boutique

126

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W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Mobile Marketing


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Editorial Carlos Bruinsma, Editor carlosb@marketing-interactive.com Inti Tam, Deputy Editor intit@marketing-interactive.com Angel Tang, Senior Reporter angelt@marketing-interactive.com Tracy Chan, Bilingual Sub Editor tracyc@marketing-interactive.com Advertising Sales - Hong Kong Sara Wan, Sales Director saraw@marketing-interactive.com Sherman Ho, Account Manager shermanh@marketing-interactive.com Ruby Lee, Account Manager rubyl@marketing-interactive.com Advertising Sales - International Søren Beaulieu, Publisher (Singapore) sorenb@marketing-interactive.com Production and Design Shahrom Kamarulzaman, Regional Art Director shahrom@lighthousemedia.com.sg Evisu Yip, Associate Art Director evisuy@lighthousemedia.com.sg Samson Lam, Graphic Designer samsonl@lighthousemedia.com.sg Events Yeo Wei Qi, Regional Head of Events Services weiqi@lighthousemedia.com.sg Finance Evelyn Wong, Regional Finance Director evelynw@lighthousemedia.com.sg Management Tony Kelly, Managing Director tk@marketing-interactive.com Justin Randles, Group Managing Director jr@marketing-interactive.com

Lighthouse Independent Media Ltd. Printed in Hong Kong by Asia One Printing Ltd. For subscriptions, contact circulations at +852 2861 1882 or email subscriptions@marketinginteractive.com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Hong Kong: Lighthouse Independent Media Ltd, publisher of Marketing magazine 2/F, Connaught Harbourfront House, 35-36 Connaught Road West, Sheung Wan, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117 To subscribe to Marketing magazine, go to: www.marketing-interactive.com

THE TIMES THEY ARE A-CHANGIN’ 時移世易 The first 10 years of the Agency of the Year awards have been dominated by the behemoths, the hard hitters, the Big Five, the 4As – the alpha dogs of the advertising world. And while all of these awards were very much deserved – quality doesn’t discriminate, after all – it seems 2017 has a shake-up in store for all of us. For the very first time, we will be inviting a homegrown independent agency on stage, and proclaiming it the Agency of the Year 2017. ANON has very aptly demonstrated that you don’t need to be huge to be successful, and that you don’t need an international presence to be an outstanding marketer. Only two short years ago, we witnessed the first time that more than half of the awards were presented to independent agencies; now we are celebrating the first time one takes home the overall award. Of course, there are some very big names on the list – and they deserve just as much praise as the smaller players. The work this year has been more than excellent, and I didn’t envy the judges their extremely challenging task of having to select winners from so many inspiring entries. As always, a big thank you to the judges. I think I can speak for all of us when I say this year has seen some great – and challenging – changes in the industry, and the vibrant marketing scene in Hong Kong is stronger and more exciting than ever. It’s a great time to be a marketing journalist – and a marketer. The next few pages will give you a snapshot of the 69 finalists, all of which deserve all of this and more. You have given us so much to celebrate, think and write about. Here’s to another excellent year ahead! Enjoy the read.

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Carlos Bruinsma Editor 3

⡭槶懝╊ⓐ〃䠓Ӂ〃〵㢏ℂ䍮摆⁲䖕ӂ䓝榔虇抌㞾䛀 ⪶桕⢧ҷ朆⑬ⶖ恜ҷ‣⪶㯮㭚ҷ4A⋻▇䳘ひ◙䛛⽷榼 ㏏⡙㑻虇桥䋅⁥↠抌㞾⵵厂▜㴇虃䛱䱮⃫♐幹亯㞾ᾜ 劌殨⁉䠓虄虇⃕⢷ 2017〃⎉䖍ᾏ↚⪶憕惘Ҹ ⁙〃㎠↠欥㲰 嬚峘ᾏⵅ㢻⢮䓷䱚⁲ 䖕⋻▇從 ᾙ榡䓝╿虇⑖⫹ 2017〃〵㢏ℂ䍮摆⁲䖕俌⌯恜䠓ⶅ 〶ҸANON䠓㛔‚■⪶ⵅ峘㞝虇嬐㎟␮ᾜᾏ⴩嬐㞾⪶ 㯮㭚虇军㎟䉉ᾏⵅ⊹䭏䠓⾑⧃㔷ひ⋻▇‵ᾜᾏ⴩嬐㙐 㢘⢚株彂彰Ҹ 䥼䥼⋸〃⏜虇㎠↠欥㲰嬚峘䓷䱚⁲䖕⋻▇庞ㄦ弔 懝ᾏⓙ䠓䓝榔虖⁙〃虇㎠↠ㄗ汧厗欥㲰㢘䓷䱚⁲䖕⋻ ▇㗧ᾚ俌⌯恜䠓㴙㬽Ҹ 䜅䋅虇ᾏ‪⪶⋻▇⢷ㄦ䓝▜✽ᾙ‵㬫ᾙ㢘▜虇⁥ ↠彮⌅⁥⶞⤚㯮㭚▛㮲⇋ㄦ➘寀Ҹ⁙〃䠓⃫♐⎉槭 㑣喒虇寤⵸⢧嬐ㄭ䣍⪩⁳⁉崩➕䠓⃫♐ᾼ戇⎉⊹⑬冔 令⶜㞾ᾏ榔吀揔䠓₊⑨Ҹ㎠↠⌜㲰㊮岬▓⃜寤⵸䠓 ␹␪Ҹ ㎠㊂㎠╾⁴⁲姷⪶ⵅ姷䫉虇姛㫼⁙〃䠋䚮―ᾏ‪ 㳲棱军⌆㒠㎿䠓崙⒥虇军⋔䂎㻊␪䠓欨㾾⾑⧃㔷ひ 䘿⨒㵣⁴ㄏ崙ㄦ㢃テ⪶ҷ㢃⁳⁉厗⫽虇䖍㟑㞾㎟䉉䍮 摆㜿凭宧冔╙⾑⧃㔷ひ⁉♰䠓⪶⬌㟑㯮Ҹ 㔴ᾚℕ㎠↠ⶖ䉉㈷⁚仈 69 ▜‣テ⋴⢜冔虇戲‪ ⋻▇⿅ℕㄗ⪩⇋ㄦ㌅䫬ҷㆬ冒╙㔱宝䠓乍ヸ⃫♐虇⋷ 抌⵵厂▜㴇Ҹ 䉉㢃乍ヸ䠓ᾏ〃‍㣾蘼 屚亿杀⁙㢮桫尛Ҹ


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Your AOTY Judges EMILY CHENG Head of marketing and communications CBRE Hong Kong, Taiwan and Macau

CASSIUS TAYLOR-SMITH Executive director and head | marketing and communications | Asia Colliers International

HILLMAN LAM General manager, international business – HK, TW Ctrip.com (Hong Kong)

MARY LAU Marketing director Greater China FURLA

JENNY LEUNG Marketing director Jetour Resources Management

LESLIE FOK Marketing director LAWSGROUP

WINKIE WONG Senior director, brand and marketing, Asia Pacific Marriott International

YVONNE TANG Senior director – marketing McDonald’s Restaurants (Hong Kong)

PETER LARKO Head of marketing and public relations Mercedes-Benz Hong Kong

ANNIE SIN Chief shopping centre (East) and communications manager MTR Corporation

TIN-TIN SIAPNO Head of marketing communications Nestlé Hong Kong

ZAHEER NOORUDDIN Head of digital transformation Shiseido

JOYCE TANG Head of marketing (Hong Kong and Macau) Sony Mobile Communications

TERRY CHU Marketing director Strawberrynet

CHRISTY KILMARTIN VP, marketing and merchandising VF Corp (Timberland Asia Pacific)

DORCAS LAU Chief executive officer Vitasoy Hong Kong

JANET LAM Head of brand marketing and business development Whirlpool Hong Kong

CHARLIE WONG Chief executive officer ZUJI Hong Kong

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MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

HOW THE WINNERS WON

如何選出得獎名單 Marketing magazine’s Agency of the Year Awards serve as Hong Kong’s leading barometer for agency health across key marketing disciplines. The 2017 awards were open for submissions from all agencies and companies based in Hong Kong or the Hong Kong office of a global or regional corporation. Winners were 100% selected by client-side marketers during a rigorous judging process of agency performance from 1 January 2016 to 31 December 2016. All entrants were evaluated across four key business areas: performance, work, people and vision.

Performance Agencies had to outline the commercial performance of their company over the eligibility period and explain what made this significant and unique.

ҿMarketingӀ桫尛䠓Ӂ〃〵㢏ℂ䍮摆⁲䖕ӂ㞾╜㞯 欨㾾▓䍮摆榧⥮⁲䖕姷䖍䠓榧⋗㒖㮨ҸӁ2017〃〵㢏 ℂ䍮摆⁲䖕ӂ㳰慝㏏㢘ℕ卹欨㾾ҷ㎥⋷䖒㎥Ⓩ⥮⁲ 䖕㎥ₐ㫼䠓欨㾾愵‚埤╒厖虇㧈㙩 2016〃 1㢗1㝴厂

2016〃12㢗31㝴㢮朢䍮摆⁲䖕䠓姷䖍虇䠍⎕䠍伢䛀ひ ◙ⴱ㏅䠓⾑⧃㔷ひ⁉♰⡃㧋戇⎉ㄦ䓝▜✽Ҹ寤⎳⢧ 㧈㙩⋴⢜冔⢷㫼俍ҷ⃫♐ҷ⁉␪幖䀟╙槧㟾⡪⪶㫼⑨ 䵓䜖䠓姷䖍懁姛寤⵸Ҹ

Work Agencies had to elaborate on how they developed products and services over the awards period, and what made this significant and unique. ⃫♐

㫼俍

孲捚⬑⃤⢷㒖⴩㟑朢䠋ⷤ䚱♐╙㢜⑨虇⁴╙㢘⃤槾

⎦⎉⋻▇⢷㒖⴩㟑朢䠓㫼俍㢘⃤槾嗦╙䓷䐈Ὶ埤!Ҹ

嗦╙䓷䐈Ὶ埤Ҹ

People Agencies had to describe how they succeeded in managing their key resource, and what made this significant and unique.

Vision Agencies had to illustrate how they communicated their company’s perspectives and vision, and what made this significant and unique.

⁉␪幖䀟

槧㟾

㕞慿⬑⃤㎟␮䴰䖕Ὴ嬐⁉␪幖䀟虇⁴╙㢘⃤槾嗦╙

杰慿⬑⃤ⷤ䖍⋻▇䠓䡽㮨╙槧㟾虇⁴╙㢘⃤槾嗦╙䓷

摆⁲䖕俌⌯恜虇军 ANON⎕⎴庞ㄦ‣捠ҷ⋸搔虇㌠

䓷䐈Ὶ埤Ҹ

䐈Ὶ埤Ҹ

坘㢏汧亾䯜⎕㜇劺䯝军⎉Ҹ

ANON䉉⃤庞ㄦ〃〵㢏ℂ䍮摆⁲䖕俌⌯恜蘦 ₊⃤仓⎴䠓捠䓝ㄦῊ⣖㢘㯮㢒孡憟〃〵㢏ℂ䍮

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W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Why did ANON win Overall Agency of the Year? While any agency winning gold in its respective category was eligible for the Overall Agency award, ANON scored the highest number of accumulated points including five gold awards and two bronze awards.


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

ANONYMOUS NO MORE

大隱於市

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MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

7

ANON ╾劌嬐冒㋽㛈▜虇⡯䉉封⋻▇䖍⾁䠋ⷤ㎟䉉ᾏⵅ炝 炝㢘▜䠓⁲䖕⋻▇虇ᾜ⌜㞾䊰▜桀⩺Ҹ㢏⁳⁉➥➥䯀⫖䠓 㞾虇ANON憲ᾏ↚䚷ℕⴲ≂卹⾀䠓佁䱨抌㸡㢘Ҹ ╊〃虇ANON ⎕⎴⢷㢏ℂ㜿㟘⁲䖕⋻▇ҷ䓷䱚⁲䖕⋻ ▇╙⶞⤚⁲ 䖕 ᾘ↚仓 ⎴⑖⫹捠 䓝虇⁙ 〃㢃 ᾙᾏⷳ㮢虇㌠ 坘㯺 㔒‣ 捠⋸搔虇㗧 ᾚӁ〃〵 㢏ℂ䍮摆⁲ 䖕 俌⌯ 恜ӂ䠓 ⶅ〶Ҹ 䛀⫶儝⏜㎟♰Simon Handford╙Sandy Chan㝋 2013 〃␄䱚虇憨㚾ⓐ⁉仓㎟䠓⢧栙㢜⑨欨㾾慹⩺ⷋ㮑⢡ҷ 榧厹㐤幖欨㾾㢘柟⋻▇ҷ⪹╳⢿䚱╙ Nike 欨㾾⪩↚嗦▜ ⴱ㏅Ҹ 憨㚾嬞㮰䢇⶜悒⶞ҷ⃕䚮䚱␪毩⁉䠓⢧栙⢷䚱♐㢜⑨ 㝈棱䠓⵵␪‵ᾜⵈㆌ嬥虇⌅㫼⑨䵓⢜⒔㑻梊嬥ひ◙ҷ㏅⪥ひ ◙ҷ䚱♐宼宗ҷ⒔婬ҷⴲ≂㣟㜨╙♐䏛㻊⑤Ҹ封⋻▇㝋2016 〃 庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻拸㈔恡ⷋ寸ҷ梜⩺⢚株佁仰‭㻁╙㗸 㧈⪶憩䳘Ҹ

ANON⢧栙 2016 〃㢏‽䣋䠓㔷ひ㻊⑤Ὶᾏ虇嬐㜇欨㾾 慹⩺ⷋ㮑⢡䠓Ӂ㞮䖒⪶㎿處⋴⅄㞝㝴ᾥ䛛ӂҸ封⋻▇媌⃫―ᾏ 亊⎦⎴⌆␄㊞䠓ⴲ≂♐虇ℚ⬑㏢⓿ひ◙拜ᾙᾏ↚⶞⤚ DIY

Hologram宼∨虇╾⁴⢷㏚㯮ᾙ捜䖍伢⌇䠓㞮䖒⪶㎿梊㄀孡 吁虇棭⿇䲵▗梊㄀䠓⪹䰉Ὴ槛虖⌅⾃⩺䱨ひ◙懚䚷⴩■㕩刁 ⟷虇ⶖⴲ≂宙ㇾ䠋憐仵䢃㔴䱨⢷ひ◙Ὶᾚ䠓↨恙⁉⩺虇⁴䍮 憯刌孉Ӂ┮␪ӂ䠓《孉虖军⢷⌅ひ◙䏛ᾙ虇╜㻍孡吁Kylo Ren ⁴3D嬥孡␗朚⪩㩮ら䵘䏸Ҹ 㳳⪥虇封⋻▇╊〃〤⢷⪹╳ひ⧃厘愵Where Christmas is Made慝凥尤㻊⑤虇拜▗柟㟑〦ҷ嬥孉ҷ☂孉ҷ刁概╙凥尤 冐⁉虇㏢憯―ᾏ⧃⁳⁉幭ㅒ㈔䡽䠓ⷤ孌Ҹ

ANON⑖㝋➦寵ᾜ▛䠓‚䏸虇᾵⴩㢮㛈崙┮㢘䠓㫼⑨㮰 ゞҸ封⋻▇桥䋅㙐㢘㥟‪榧⥮䠓⶗ⵅ虇⃕ᾜ㢒␒⎕㎟䓷䱚䠓 ⢧栙虇ⶖ捜灭㛍㝋␄㊞军棭姛㫼㎥㮰ゞҸ䉉䠋㕽⌅㢏⪶䠓䃪 ␪虇封⋻▇䠓ⴱ㏅╾⁴懚䚷⌅㏏㢘␄㊞幖䀟虇⦈檙ᾏ↚▗⃫ 䠓䘿⨒Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

ANON may want to consider a name change as the agency has grown to be far from anonymous, despite its best efforts – it doesn’t even have a website to promote its services. Last year, it took home an impressive three gold awards at the Agency of the Year Awards – Best Newcomer, Independent Agency of the Year and Small Size Agency of the Year – but this year it has won the highly covered Overall Agency of the Year award after winning a whopping five gold awards, and two bronzes. Founded in 2013 by Ogilvy & Mather alumni Simon Handford and Sandy Chan, the agency team of 10 serves an impressive portfolio of clients, including Hong Kong Disneyland, Vanguard Investments Hong Kong, Swire Properties and Nike Hong Kong. This relatively small, but prolific team doesn’t pull any punches in its offerings, including TVCs, OOH, digital, product design, packaging, collateral and brand events. In 2016, the agency scored a number of big wins, including Moët Hennessy, FOX Networks Group Asia and JP Morgan, to name a few. Perhaps the most notable campaign from the ANON team in 2016 – although there were more than a few – was the “Star Wars Takeover” for Hong Kong Disneyland, where it created a range of highly creative collaterals. For example, the print ads were accompanied by a small DIY hologram device to recreate characters from the perpetually popular franchise on your phone – an excellent fit for the space opera attraction. Bus shelter ads used directional speakers to send messages only to people standing directly beneath them to create the illusion of hearing “the force”, while the billboards featured villain Kylo Ren seemingly cutting through buildings using a 3D perspective in the creative. Additionally, the agency organised the “Where Christmas is Made” campaign at Pacific Place late last year, setting up a beautiful display with pop-up shops, sights, smells, sounds and a professional Santa Clause. Regularly eschewing the retainer-based business model, ANON is not afraid to do things differently. While the agency naturally has specialists in certain disciplines, it does not employ separate teams and focuses on creative ideas, rather than disciplines or formats. To top it all off, it gives clients access to all its creative resources to nurture a collaborative environment.


B2B AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

FLEISHMANHILLARD HONG KONG

FleishmanHillard欨㾾憲倛䲻‛〃⢷C3C仓⎴⫹ㄦ 捠䓝Ҹ ⋻杫⋻▇ FleishmanHillard 欨㾾╊〃伢㴆―╵ ᾏ↚テ⑐䠓ᾏ〃虇庞ㄦ―⪶㐈㜿ⴱ㏅虇⌅ᾼ⒔㑻梁榑

For the second year in a row, FleishmanHillard Hong Kong has won gold in the B2B Agency of the Year category. The win comes amid another strong year for the PR agency. It won a slew of new clients, including Genting, Bose, Alcatel, InvestHK, Tencent and Xiaomi to name just a few, while keeping losses at a minimum. Some of its longer term clients include Emerson, AT&T, Huawei, Burberry, Manulife Financial, Marriott International and Alibaba – many of whom have been with the agency for a number of years. 2016 marked the eighth consecutive year of revenue growth for the agency, alongside 20

industry award wins, and a big gain in the team – the agency now has a headcount of 73, with 18 promotions just in the past year, and a turnover rate well below the industry average. In terms of campaigns, special mention should be made to Genting’s “Voyage of a Lover’s Dream” campaign to promote the new luxury cruise line “Dream Cruises” and the launch of the ship “Genting Dream”. By turning a traditional cruise promotion on its head and focusing on a dream story featuring artwork, mermaids and astronauts, rather than hardware and facilities, the agency successfully ensured a fully booked inaugural cruise.

欨㾾ҷBoseҷAlcatelҷ欨㾾㐤幖㔷ひ儁ҷ殿宙╙⶞ 丂䳘虇᾵Ⅼ㒐㢏⃝䠓㻐⫀䔖Ҹ⌅朆㢮ⴱ㏅⒔㑻名灧 䚮ҷAT&Tҷ啾䉉ҷBurberryҷⴞ⎸捠夜ҷ喻巹⢚株╙ 柎捛⾃⾃虇⌅ᾼ寀⪩ⴱ㏅伢⾁厖封⋻▇▗⃫⪩〃Ҹ 封⋻▇㝋2016 〃撓ㄦ憲倛䲻⋺〃䠓㛅⋴⨭朆虇 ▛㟑庞ㄦ20 ↚姛㫼䓝榔虇⢧栙⁉㜇‵⪶⨭Ҹ封⋻▇䡽 ⏜䠓♰⽴⁉㜇䉉73⁉虇✽宗╊〃⾁⃫⎉ 18 榔⁉‚㟘 ⓖ虇军㻐⫀䔖‵懯⃝㝋姛㫼。⣖㷃。Ҹ ⢷㔷ひ㻊⑤㝈棱虇㍘䐈⎴㕟╙䠓㞾梁榑欨㾾䠓 Ӂ⶚㊪虉⛮厹⪱Ὶ㝔ӂ㻊⑤虇⁴㔷ひ⌅⋷㜿巹啾抄悹 梁榑⪱埮Ҹ封⋻▇ᾏ㛈⁴ㄏ⁚仈抄悹䧻₅╙宼㝌䠓≂ 伀⽰厹ⴲ≂虇⶗㹷㝋憩懝坬姢♐ҷ儝⁉泩╙⪹䰉⁉ℕ 寃尹ᾏ㵄⪱《䠓㛔‚虇㎟␮⁳㜿抄悹欥厹䠓榟宑䔖 䎕䂎Ҹ

Headed by: Geoff Bilbrough, general manager | Owned by: Omnicom Group 8


B2B AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

PICO GROUP 䳕⋚桕⢧⁙〃ᾏ怜庞ㄦ㻊⑤䍮摆仓⎴䠓搔䓝虇⁴╙

B2B 仓⎴䠓搏䓝Ҹ 懝╊ᾏ〃虇封桕⢧厘愵―⪩榔⎉吁䠓㻊⑤虇⒔ 㑻⢚株㸌凾欨㾾梊宙梊⑤㝈䮚ゞ庌恙撵㮨庌ҷ㨔庌 ㅆ㜾ʟ⫣歂 E-Class 欨㾾䠋⾒㢒╙ᾙ㼆䠓㔆师彾埝 Evoque怉怉㤎Ҹ 45 咀ⷉ汧ҷ82咀ⷉ朆䠓怉怉㤎虇〶嗌㝋ᾙ㼆䠓 ᾥⓩ㌅⌇ひ⧃虇殝⢷⋸䱾䠓⎕⎴㞾ᾏ悪 Evoque朚䶆 恙☛ᾏ悪Evoque 䧻榑恙Ҹ ⴲ≂榔䡽䉉㢮‣㞮㢮虇拜▗⢷佩厖佩ᾚ㔷ひҸ㻊 ⑤⢷㜿㻹ㄽⓩ厘愵㐤䫷虇㝋怉怉㤎䠓榑䱾㛍僽ᾏ↚

LEDⷞ⿤虇⵵㟑ⴲ⾒㐤䫷仟㤫虇⋸悪恙䠓⃜僽汧⃝样 ㄦ䫷⪩ⶠ军屎㜃Ҹ䜅佁ᾙ㐤䫷懁姛ᾼ虇怉怉㤎样嗦⪶ ⷞ⿤ᾙ䠓䫷㜇徂⑤军汧⃝㚉⑤Ҹ

Evoque 䧻榑恙㢏仑⁴16,789䫷⑬⎉虇⇴␪⩺ᾥ 䛛亏撓䠓尜峘ⴧ⢷⧃ⴲ⾒虇⋷朆25.077丂䠓㸌恙怉 怉㤎␄ᾚ―⋷䖒㢏朆㸌恙怉怉㤎虃82咀ⷉ3 咀ⶇ虄䠓 亏撓Ҹ

Headed by: Lawrence Chia, chairman | Owned by: Independent 9

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Pico Group shot up the charts to take out bronze for Event Agency of the Year and silver for B2B Agency of the Year. The past year saw some great work rolled out for the FIA Formula E HKT Hong Kong ePrix, Mercedes-Benz Hong Kong E-Class launch event, and the Jaguar Land Rover Evoque seesaw display in Shanghai. Located at Shanghai Expo Celebration Square, the seesaw display was suspended 45 feet off the ground and was 82 feet long. The seesaw balanced the Jaguar Land Rover Evoque Convertible on one side and the Evoque

Hardtop on the other. The event integrated both ATL and BTL elements in the five-week campaign. The event had a live vote on Sina Weibo and the Pico team was tasked with setting up a voting system which saw the results of the vote broadcast live on an LED screen at the top of the seesaw which moved according to which car got more votes. When the online votes started coming in, the cars rocked back and forth in the sky. While the Evoque Hardtop “won” the poll with 16,789 votes, it broke the world record for the longest vehicle seesaw at 25.077m (82 feet, three inches) for the Guinness Book of World Records.


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

B2B AGENCY OF THE YEAR

Bronze

Local Hero

GOGOCHART GoGoChart ㎟䱚ᾘ◷〃虇⨭朆憮〵㵣⁴ㄏ㢃ㅺ虇᾵ 撓ㄦテ⑐䠓㒘〃⨭⿔Ҹ≔⢷懝╊ᾏ〃虇封⋻▇⾁㎟ ␮庞ㄦᾜⶠ㢻⢿╙⢚株䥴▜♐䏛䠓⤑棡虇⌅ᾼ⒔㑻

GoGoChart is in its third year in the market, and growing faster than ever, with strong year-on-year growth. In the past year alone, the agency signed on quite a few strong local and international brands, including Yamaha, SCMP, BMW, Tango, game giant Clash of Kings and Happn. Other key clients include Apple Daily, 6waves and UberEATS. GoGoChart has consistently managed to boost download rates and ensured No.1 top

slots on both iOS and Android for its clients; Tango’s app ranked No.1 and was featured in iOS trending; 6Waves ranked No.1 on the Google Play store in Hong Kong and Japan; while BMW was No.1 in both Hong Kong and Europe, to name a few. GoGoChart successfully raised of US$1.5 million to continue its strong growth in Asia and facilitate its expansion plans in the Middle East and Europe. Headed by: Daniel Lo, CEO | Owned by: Independent 10

Yamahaҷⓦ啾㝸⧀ҷⶅ欻ҷTangoҷ⁴╙㏚懙⽷榼 Clash of Kings╙HappnҸ ⌅⁥ Ὴ 嬐 ⴱ㏅⒔㑻ҿ垚 㤫㝴⧀Ӏҷ6Waves╙ UberEatsҸGoGoChartᾏ䢃厃␪䉉ⴱ㏅㕟ⓖᾚ悘 䔖虇᾵䩉Ⅼ⌅ⴱ㏅⢷ iOS╙Android㍘䚷䮚ゞᾚ悘㬫 ᾙⅬ㒐㔡▜䲻ᾏҸℚ⬑處Tango㍘䚷䮚ゞ䠓ᾚ悘䔖㔡 ▜䲻ᾏ虇᾵⃜⎦iOS㢏╦㳰慝㔡姛㬫ᾙ虖6waves ⢷欨 㾾╙㝴㢻䠓Google Play 㔡姛㬫⃜⎦䲻ᾏ虖军BMW⢷ 欨㾾╙㳟㻁‵㔡姛䲻ᾏҸ

GoGoChart ㎟␮⑮桕⎿ 150 喻儝⋒䠓幖捠虇⁴ 㚾㒐⌅⢷‭㻁䠓テ⑐䠋ⷤ虇᾵␸⌅㑢ⷤ㫼⑨厂ᾼ㤀 ╙㳟㻁Ҹ


B2B AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

ACTIONHOUSE INTERNATIONAL ⊧䴰ActionHouse ⎕⎴⢷ 2015 〃╙2016 〃⢷⶗ⵅ⁲ 䖕仓⎴⫹ㄦ搏䓝虇⃕⁙〃⢷C3C仓⎴┊厖ᾘ䛁䊰佲Ҹ

ActionHouse䛀⏜懚⑤♰ҷ␄愵⁉⌋嗲‚俌伢 While ActionHouse scooped up two silver awards in 2015 and 2016 in the Specialist Agency of the Year category, this year they just missed the boat in the B2B section. ActionHouse International was established in 2005 by founder and managing director Vivian Lee, a former athlete. Since its inception, the agency has specialised in sports events, boasting long-standing key clients such as the The Standard Chartered Hong Kong Marathon, the New World Harbour Race, and the Jockey Club Manchester United Soccer School Programme. This year marked the fifth time ActionHouse

helped organise the New World Harbour Race in collaboration with the Hong Kong Amateur Swimming Association and title sponsor New World Development, cleverly positioning the event as an extension of the Rio Olympics. The race attracted 3,566 swimmers, including Olympic medallists, and more than 120 media attendees, making the event truly the “talk of the town”. The agency provides consultancy and strategic participation across the board – route planning, issue management, runner registration, media management, marketing communications and community events.

䖕Vivian Lee㝋2005〃㎟䱚Ҹ卹㎟䱚⁴ℕ虇封⋻▇⶗ 朏ㄭ‚汣剁庌‚㻊⑤虇⌅朆㢮Ὴ嬐ⴱ㏅⒔㑻㾲㏢欨 㾾欻㑘㤍ҷ㜿ᾥ䛛似㾾㺂╙欨㾾庌欻㢒厖㢋凾彂䖒 ⴇ㦰⦈客宗␒Ҹ ⁙〃㞾 ActionHouse䲻‣〃厖欨㾾㫼檧㿇㺂俌 㢒╙⌯▜庙␸⛕㜿ᾥ䛛䠋ⷤ㢘柟⋻▇▗⃫厘愵㜿ᾥ 䛛似㾾㺂虇封⋻▇⽶⬨⢿ⶖ㵣庌⴩⃜䉉捛亓⫶懚䠓ゅ ⃇虇◇イ―⒔㑻⫶懚䓝䏛ㄦῊ⢷⋶䠓 3,566 ▜㺂㏚╒ 厖虇⁴╙120⪩ⵅⰡ汣⎉⾼虇ℎ封㻊⑤䢮㳲㎟䉉⥝ᾼ 䍀尀Ҹ 封⋻▇㕟K⋷棱䠓槶⛞╙䳥䛴嬞␒㢜⑨虇⒔㑻 彾佩嬞␒ҷ⛞槛䴰䖕ҷ戇㏚䠊宧ҷⰡ汣䴰䖕ҷ㔷ひⴲ ≂╙䫍Ⓩ㻊⑤Ҹ

Headed by: Vivian Lee, managing director | Owned by: Independent

Finalist

ASIAPAC NET MEDIA ‭ ⪹ 佁 仰 幖 宙 㢘 柟 ⋻▇ ⋴ ⢜ ⁙ 〃 B2B 仓 ⎴ 䠓 ‣ テ虇⊧ 䴰⢷ 2016 〃ㄦ ⎿⊹ 䭏䠓㎟㤫虇⃕⁜厖 䓝 榔 䊰佲Ҹ ㎟ 䱚 㝋 1 9 9 6 〃虇欨 㾾 㢻 ⢮ ⋻ ▇ ‭ ⪹ 佁 仰

including for platforms such as Baidu, Naver, Yahoo, Yandex, Google and Bing, it has generated impressive results for its clients, and greatly reduced CPA. More than 90% of its staff hold professional search marketing certificates. Despite tremendous YOY growth, AsiaPac Net Media had low staff turnover, with a high satisfaction rate, partly due to an extensive staff referral system.

幖 宙 㢘 柟 ⋻ ▇ 䠓 Ὴ 嬐 ⴱ ㏅ ⒔ 㑻 㷃 厭 朢ҷEtude

HouseҷMarks & Spencerҷ⢚㹿厹䰉ҷRimowa╙ Forever 21䳘虇᾵㝋2016㜿⨭―ᾘ⎕Ὶᾏ䠓㜿ⴱ㏅Ҹ ⶗朏ㄭ‚‭㻁⢿Ⓩ䠓㖫亱䍮摆㫼⑨虇䵓⢜⒔㑻䠍 〵ҷNaverҷ桔埝ҷYandex 䳘。╿虇䜅䋅戓㢘 Google ╙ Bing虇䉉⌅ⴱ㏅╥ㄦ巟䨸䠓㎟㤫虇᾵⪶⪶柜⃝―

CPAҸ⌅弔懝90虀䠓♰⽴㙐㢘㖫亱䍮摆⶗㫼峘㢇Ҹ ‭⪹佁仰幖宙㢘柟⋻▇䠓㒘〃㫼俍⪶⿔⨭朆虇 ▛㟑Ⅼ㒐悒⃝䠓♰⽴㻐⫀䔖虇♰⽴䂎㊞〵汧虇扷⎕┮ ⡯㢘広⌅ひ㹪䠓♰⽴惘⁚⏅〵Ҹ

Headed by: Daniel Chan, CEO | Owned by: Independent 11

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

AsiaPac Net Media made the shortlist this year, but despite a strong 2016, missed out on taking home an award in the B2B Agency of the Year category. Founded in 1996, Hong Kong’s very own AsiaPac Net Media’s key clients include The House of Dancing Water, Etude House, Marks & Spencer, Cathay Pacific, Rimowa and Forever 21, to name but a few – and client wins in 2016 grew by a third. Specialising in search marketing across Asia,


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

BEST CLIENT-AGENCY COLLABORATION

Gold

Local Hero

FIMMICK Fimmick㞾欨㾾㎟␮㛔‚Ὶᾏ虇⁙〃㢃⑖⫹㢏ℂⴱ ㏅虊⁲䖕⋻▇▗⃫仓⎴䠓捠䓝虇⓿峘⌅朆懯䠓⋻▇⊈ ⇋Ҹ 封⋻▇䡽⏜⢷㝴㢻ҷ╿䇲╙欨㾾宼㢘愵‚埤虇!

2016〃㢃庞ㄦ⪩↚⪶ⴱ㏅虇▛㟑撓ㄦ⁳⁉崩➕䠓ⴱ㏅ Fimmick is one of Hong Kong’s own success stories, and firmly demonstrated its enduring value by taking gold in the Best Client-Agency Collaboration category this year. The agency has offices in Japan, Taiwan and Hong Kong, and 2016 saw a number of big client wins while boasting impressive client retention numbers at the same time. Its impressive portfolio includes local and global names such as Swire, HKJC, DBS, Revlon, The Body Shop, Marks & Spencer and Microsoft. In terms of campaigns, for WeWa, the agency launched Hong Kong’s first ever fully functional

credit card app with a unique instant gift redemption game – “We Shake We Win”. The campaign generated massive increases in new customers, online applications and overshot the KPIs. Staff at Fimmick are welcomed to join the internal “lunch with management” and “dialogue with CEO” programmes where they can chat freely with their superiors on any interesting topics, and join numerous monthly and year-round training programmes. It also promotes a healthy work-balance in the company; a tough goal for any agency.

Ⅼ䛨䔖Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻㢻⢿╙⋷䖒♐䏛虇⬑⪹╳ҷ欨㾾 庌欻㢒ҷ㞮ⷤ搏姛ҷRevlonҷThe Body Shopҷ Marks & Spencer╙ㄽ恮Ҹ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇䉉WeWa㔷⎉―欨㾾欥 㳍⋷␮劌ⅰ䚷⓰㍘䚷䮚ゞ虇᾵㕟K䓷䐈䠓│㟑䬽♐⋛ 㕪懙㏁We shake we winҸ封㻊⑤䉉㜿ⴱ㏅⁉㜇╙佁 ᾙ㍘䚷䔖⿅ℕ╾孏䠓⨭⿔虇᾵弔弙―杫攄俍㛗㒖㮨Ҹ

Fimmick䠓♰⽴⣖㳰慝╒␯⋶扷䠓厖䴰䖕ⷳⓗ 檟╙厖 CEO⶜尀㻊⑤虇⁥↠╾⁴样㟑彮ᾙ▇屖履₊ ⃤㢘弲䠓尀槛虇‵╾╒厖䣍⪩㢗〵╙⋷〃䠓⦈客宗 ␒Ҹ㳳⪥虇封⋻▇╗炢⒄⇴う䠓⽴⃫厖䚮㻊。姰虇憨 ⶜₊⃤ひ◙⁲䖕⋻▇ℕ尹抌㞾ᾏ↚䚩⌆桲〵䡽㮨Ҹ

Headed by: Willy Lai, co-founder and business director | Owned by: Independent 12


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

13


BEST CLIENT-AGENCY COLLABORATION

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

BBDO HONG KONG BBDO欨㾾⫹ㄦ㢏ℂⴱ㏅虊⁲䖕⋻▇▗⃫仓⎴䠓搏䓝 㞾⵵厂▜㴇Ҹ封⋻▇䠓ⴱ㏅Ⅼ䛨䔖懣䠍₌Ὶ䠍虇⎸䃳 ⨭朆汧懣240虀虇㞾封⋻▇㎟䱚42〃ℕ䠓㢏⪶⨭⿔Ҹ ⌅ Ὴ 嬐 ⴱ ㏅ ⒔ 㑻 Fe de xҷ 䴼 䏛 ҷ 䗹 㶞 橮

BBDO Hong Kong grabbed silver in the Best Client-Agency Collaboration category, and not without good reason – the agency was able to boast a 100% client retention rate, and achieved a whopping 240% profit margin increase; the biggest growth in the office’s 42-year history. Key clients include Fedex, Wrigley, Mars, Mercedes-Benz and Visa – and since last year, quadruple wins on Mattel and Vitasoy. Mattel called an APAC-wide pitch for brands

Barbie, Hot Wheels, Mega Bloks and Turning Mecard, all of which BBDO won. Vitasoy’s entire tea portfolio also went to the agency, led by a team of talent from all over Greater China. Notable campaigns over the past year included the Snickers slip-ups, where celebrities “slip up” and make hilarious mistakes due to hunger; and the counter-intuitive “No sugarcoating” for Vita, where it challenged competitors’ claims and turned them on their respective heads.

♐ҷMercedes-Benz╙ Visa虇᾵ 㝋╊〃庞ㄦ儝㹿╙ 似 ⁥ ⬅ 䠓 ⡪ ↜ 㜿 㫼 ⑨Ҹ儝 㹿 ⋻▇ 䉉 ⌅ 吼 㵣ҷHot WheelsҷMega Blocks╙Turning Mecard♐䏛懁姛⋷ 䖒㵣䯎㑪㮨虇㢏仑⋷䛀BBDO䓷ㄦҸ封⋻▇‵庞ㄦ似 ⁥⬅䠓㏏㢘哅♐㫼⑨虇᾵䛀ᾏ㚾ℕ卹⪶ᾼ啾⢿Ⓩ䠓⁉ ㏜帯帻Ҹ ⌅懝╊ᾏ〃䠓‽䣋㻊⑤⒔㑻Snickers䠓㑌㷃ひ◙ Ӂ利檢尭撓ӂ虇ひ◙䔸䡰㛎ⴱ坬⁉虇佷㎟⫀宏捠╴虖军似 ⁥⬅䠓䊰乥哅ⴲ≂ᾏ╜≂伀虇㒠㎿䲅䎼⶜㏚䠓ひ◙╲ 埮Ҹ

Headed by: Tze Kiat Tan, CEO of Greater China | Owned by: Omnicom Group 14


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

BEST CLIENT-AGENCY COLLABORATION

Bronze

OGILVY & MATHER HONG KONG In 2016, Ogilvy & Mather named Katryna Mojica as chief executive officer for O&M Hong Kong. Under the new leadership, the company confronted social media further with a new point of view and an action plan for clients. The results of its moves were reflected by the major wins of Asia Miles, The North Face, Wing Tai Asia, Ceylon Tea and Lesso. Other key clients are Rolex, Ford, Yum!, BlackRock, Nike, Huawei, The Langham Hotels and Resorts, Nestlé and Eu Yan Sang. Headed by: Katryna Mojica, CEO | Owned by: WPP 15

⋻▇䉉刾ㅆ⦉㔷⎉ⴒ䠖䏛䉇桭☂䠓 Finger Lickinʣ! Good㒖䛁㹈虇⿅ℕ䠓ひ◙⊈⇋弔懝500喻㾾⋒虇᾵◇ イ㢻⢿╙⋷䖒㜇⁴䠍宗䠓㜿凭Ⱑ汣⧀⶝封㻊⑤Ҹ ⫶儝㝋2016〃₊☌Katryna Mojica䉉⫶儝欨㾾姛 㛎俌婐Ҹ⢷㜿䴰䖕ⷳ⿅榧ᾚ虇封⋻▇懁ᾏ㳴␯テ䫍″ Ⱑ汣㫼⑨虇䉉ⴱ㏅㕟K―㜿䠓孏灭╙姛⑤宗␒Ҹ 㳳 厘 䉉 ⫶ 儝 庞 ㄦ ⪩ ↚ ⴱ ㏅虇⒔ 㑻 ‭ 㻁 喻 捛 憩ҷThe North Faceҷ㷇㹿‭㻁ҷ撺垼五哅╙LessoҸ 封⋻▇䠓⌅⁥Ὴ嬐ⴱ㏅⒔㑻⑭␪⩺ҷ䬞䐈ҷ䠍⑬桕 ⢧ҷ灠 䦂桕⢧ҷNikeҷ啾䉉ҷ㢦ゆ 拡〦ҷ桏 ⽱ ╙⃨ ⁐䚮Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

WPP’s Ogilvy & Mather won a very respectable bronze in the Best Client-Agency Collaboration category, primarily due to its long-standing relationship with KFC, which resulted in edible “Finger Lickin’ Good” nail polish that tasted like the iconic chicken. The project generated an advertising value of over HK$5 million, with hundreds of press covering the campaign both locally and around the world.

㌠坘厖刾ㅆ⦉䠓朆㢮▗⃫杫⅑虇⁳ WPP㝦ᾚ䠓⫶儝 ⋻▇庞ㄦ㢏ℂⴱ㏅虊⁲䖕⋻▇▗⃫仓⎴䠓搔䓝Ҹ封


BEST CLIENT-AGENCY COLLABORATION

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

CMRS DIGITAL SOLUTIONS 欨㾾㢻⢮⋻▇CMRS㎟␮㏢⋴㢏ℂⴱ㏅虊⁲䖕⋻▇▗ ⃫仓⎴‣テҸ 懝╊ᾏ〃虇CMRS庞ㄦCSLҷ㾾旄╙╚戵Ⅼ根䳘ⴱ

Hong Kong’s very own CMRS comfortably made it onto the shortlist for Best Client-Agency Collaboration. Over the past 12 months, CMRS signed CSL, MTR and AIA, to name but a few, to add to its already impressive record, which includes Harbour City, Chow Tai Fook, McDonald’s and DBS Compass Visa. Together with Beyond Digital Solutions, CruiSo

Digital and Visualution Labs, the agency has operated as a group structure from 2015, providing a full suite of digital solutions to maximise its business opportunities for clients. In terms of staff, CMRS has grown from a team of 10 to a team of 117 in just nine years of business. To facilitate its expansion even further, the group onboarded numerous veterans this year, including award-winning video guru Kaho Yue.

㏅虇⌅䖍㢘ⴱ㏅⒔㑻㼆㾾⥝ҷ◷⪶䬞ҷ瀴䜅⑭╙DBS

Compass VisaҸ 封⋻▇卹2015〃弆厖Beyond Digital Solutionsҷ CruiSo Digital╙Visualution Labs仓㎟ᾏ↚桕⢧㥅㭚虇 㕟K⋷棱䠓㜇䩋孲㸉㝈㧗虇䉉ⴱ㏅⿅ℕ㢏⪶䠓⛕㯮Ҹ ⢷♰⽴㝈棱虇CMRS㎟䱚䥼䥼Ῥ〃虇⾁ㄭᾏ㚾ⓐ ⁉⢧栙䠋ⷤ㎟䉉ᾏⵅ117⁉䠓⪶⋻▇Ҹ䉉懁ᾏ㳴㔷⑤ ⌅㫼⑨㑢ⷤ虇封桕⢧⁙〃₊☌⪩⃜伢毦巟ⵛ䠓姛㫼 冐ⶖ虇⌅ᾼ⒔㑻䔁䓝䊰㜇䠓㄀䏖⪶⾺Kaho YueҸ

Headed by: Mark Chan and Ralph Szeto, managing partners | Owned by: CMRS Group

Finalist

RED FUSE COMMUNICATIONS Red Fuse Communications㞾WPP桕⢧䉉ᾏ↚ⴱ ㏅ʟʟ汧棁䃣㩤㲥⶗朏㎟䱚䠓⁲䖕⋻▇虇帯帻埤䖕封 ♐䏛䠓ᾏ⎖⾑⧃㔷ひ㫼⑨虇⒔㑻ひ◙ҷⰡ汣ҷ㜇䩋ҷ䫍 ″ҷ㻐⑤ҷ㼗幊冔䍮摆╙⶗㫼䏨䭠≂宙Ҹ 䛀ℕ卹㕩儔ㅔ⎀ҷⶩ㕩Ⱑ⁚ҷGrey

Red Fuse Communications was built by WPP for one client: Colgate-Palmolive, leading all its marketing communications - including advertising, media, digital, social, mobile, shopper marketing, and dental profession communications – in one agency. It was founded with staff from Y&R, MEC, Grey Health Group, VML and Wunderman. In Asia, from its regional head office in Hong Kong, and with a hub in Mumbai, the agency leads all marketing for Colgate-Palmolive’s brands, developing campaigns for 16 countries. In 2017, Red Fuse added Australia and New

Zealand to the roster. Throughout 2016, Red Fuse Hong launched more than 60 campaigns, and the majority of them were fully integrated. Two key integrated campaigns were the Colgate scholarship campaign and the Colgate fresh confidence campaign. The most significant achievement is that despite the pressures faced in 2016, it received the highest client-agency appraisal score in three years with a score of 8.2 out of 10. On the staff front, five new hires were made in 2016, including a head of digital, head of media of Asia and a regional creative director (copy).

扷虇⁴╙⢷ⳮ幆宼㢘ᾏ↚㮭亟ᾼㅒ虇帯帻汧棁䃣㩤㲥 ⢷‭㻁䠓ᾏ⎖⾑⧃㔷ひ㫼⑨虇⢷16↚⢚ⵅ朚ⷤ㔷ひ㻊 ⑤Ҹ2017〃虇Red Fuseⶖ䅂㻁╙亟嬎垼亜⋴㫼⑨䵓⢜Ҹ

Red Fuse⢷2016〃⋷〃㔷⎉―60⪩↚㔷ひ㻊⑤虇 ⪶扷⎕㞾伫▗㔷ひ㻊⑤虇⌅ᾼ⋸↚Ὴ嬐伫▗㔷ひ㻊⑤ 䉉汧棁䃣䓝ⴇ捠宗␒╙汧棁䃣㾔㜿卹ⅰ㔷ひ㻊⑤Ҹ ⊧䴰⢷2016〃棱卷捜捜⩢␪虇⃕封⋻▇㢏槾嗦䠓 ㎟ⷀ㞾䔁ㄦᾘ〃⁴ℕ㢏汧䠓ⴱ㏅ʟʟ⁲䖕⋻▇寤₿㎟ 俍虇⁴10⎕䉉䂎⎕虇封⋻▇ㄦ⎿8.2⎕Ҹ ⢷♰⽴㝈棱虇封⋻▇㝋2016 〃⌀⨭凧‣▜㜿♰ ⽴虇⌅ᾼ⒔㑻㜇䩋Ὴ䴰ҷ‭㻁Ⱑ汣帯帻⁉ҷⓏ⥮␄㊞俌 䡲䳘Ҹ

Headed by: Caroline Slocombe, managing director | Owned by: WPP 16

HealthҷVML

╙⇘朏䠓♰⽴⌀▛仓㎟虇封⋻▇⢷欨㾾宼䱚Ⓩ⥮俌


SOCIAL MEDIA AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

ⴘ亱⾤⫹ㄦ䫍″Ⱑ汣仓⎴䠓捠䓝虇䊰䜠㞾■䲅䎼䛿⿇

ISOBAR

䅏䉗䠓㜇䩋姛㫼䠋⎉テ䉗䠓宙ㇾҸ ⃫䉉 2016 〃㢏╦㹷䡽䠓榧⥮虇䫍″Ⱑ汣⾁㎟䉉 ⴘ亱⾤㢜⑨䠓ᾏ↚捜嬐㚾㦀Ҹ封⋻▇ヱⵈ欨㾾㞾ᾏ↚ Ӂ㝴䡙檌☛䠓⾑⧃ӂ虇␯ᾙ⎉䖍㊗ℕ㊗⪩㕟K䢇杫㢜 ⑨䠓䲅䎼⶜㏚虇⡯㳳⌅憩懝㕟K汧幹亯䠓䫍″Ⱑ汣␄

retained client business, and 37% coming from project-based business. By adopting a strategy of selective pitching, the agency brought in 14 new clients. They included Hong Kong Disneyland, Marriott International – brand, Marriott Rewards, Huawei, Huawei Honor, BUPA, Aedas, Vacheron Constantin, Samsonite and Zespri. To support the agency’s growth, evolution and commitment to deliver innovation, Isobar made some important hires and promotions in 2016. Nicoletta Stefanidou joined as executive creative director; Alfreda Yu as experience design director; Katheryn Lui as strategic planning manager; Peggy Lo as project director – promotion; and Cally Cheng as business director – promotion.

㊞㝈㧗虇ㄭ呇呇⁲䖕⋻▇ᾼ劺䯝军⎉Ҹ 厖2015 〃䢇㵣虇ⴘ亱⾤䠓㛅⋴⨭朆―32%虇俌⎸ 䃳⨭␯―126%Ҹ⊧䴰梅⚽槜⎉䖍ᾚ柜強⑱虇⃕⁜個倛 㑢ⷤ厖⌅㢏⪶ⴱ㏅Estée Lauder APAC䠓▗⃫Ҹ封⋻ ▇‵憩懝㕟ⓖ䖍㢘㫼⑨Ⅼ䛨䔖ℕⅬ㒐䯸⇴䠓㛅⋴⨭ 朆虇⌅ᾼ 63% 䠓㛅⋴䖍㟑ℕ卹䖍㢘ⴱ㏅㫼⑨虇48虀㞾 ℕ卹榔䡽㫼⑨Ҹ 憩懝㔰╥戇㙖ㆶ⢿╒厖㵣䯎䠓䳥䛴虇封⋻▇‵⢷ 䅏䉗䠓䲅䎼䘿⨒ᾼ庞ㄦ14 ↚㜿ⴱ㏅虇⒔㑻欨㾾慹⩺ⷋ 㮑⢡ҷ喻巹⢚株♐䏛ҷ喻巹䬽幭ҷ啾䉉ҷ啾䉉Honorҷ Ⅼ㥞ҷ㷮寸Ὲ榢ҷ㜿䭏瀦ҷZespri䳘Ҹ 䉉㚾㒐封⋻▇䠓␄㜿䠋ⷤҷ䂣崙╙㐎岍虇ⴘ亱 ⾤㝋2016 〃⃫⎉―ᾏ‪捜嬐⁉♰⨭凧╙⁉‚㟘ⓖ虇 ⒔㑻 Nicoletta Stefanidou ␯⋴㎟䉉⦆姛␄㊞俌 䡲ҷAlfreda Yu䉉汣毦宼宗俌䡲ҷKatheryn Lui䉉䳥 䛴嬞␒伢䖕ҷ⁴╙Peggy Lo䔁㙱ⓖ䉉榔䡽俌䡲ҷCally

Cheng㟘ⓖ䉉㫼⑨俌䡲Ҹ

Headed by: David Jessop, managing director | Owned by: Dentsu Aegis Network 17

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Isobar taking out gold in the social media category sends a huge message to the ultra competitive digital industry. As the most watched space in 2016, social media has become an integral pillar of Isobar’s services. The agency described the space as an “increasingly saturated market”, with ever more competitors offering related services. But it differentiated itself from other agencies by keeping its head high in the delivery of high quality social creatives. The agency recorded 32% revenue growth and a 126% total profit increase compared with 2015, with its biggest account Estée Lauder AP continuing to expand despite the trend of retail decline. It also stabilised its revenue by increasing its retainer business, with 63% of the revenue now


SOCIAL MEDIA AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

Local Hero

GURU ONLINE Guru Online ⁙〃⌜㲰⫹ㄦ䫍″Ⱑ汣仓⎴䠓搏䓝虇▛ 㟑‵㎟䉉㢻⢮咀桓䓝䠓ㄦῊҸ 懝╊ᾏ〃虇Guru Online庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻凾 ㊂ҷ呀㝦搏姛╙柎捛⾃⾃䳘虇ℎ封⋻▇㛅⋴⨭朆14%虇 懣厂 1.68 ⊓㾾⋒Ҹ封⋻▇‵䉉ⶅ䃣ҷ㾾旄ҷ㞮ⷤ搏 姛ҷSwatchҷ㳟喙桔ҷ䏪⬅⢚株╙Kiehl’s 䳘461⪩↚

Together with the Local Hero title, Guru Online has once again snatched the silver spot in the Social Media Agency of the Year category this year. The past year has seen Guru Online win new accounts such as Lenovo, Citibank and Alibaba. com, accounting for a growth of 14% to the company’s revenue of $HK168 million. The agency also serves more than 350 brands which include P&G, MTR, DBS, Swatch, L’Oréal, Daily Farm and Kiehl’s, to name a few. To stay ahead of the game, the agency has strengthened its service mix across social media, digital media, creative and production. In 2016, Guru Online further expanded its

range of services to align with the trends and deliver better social media marketing solutions. It introduced a content studio that is equipped with professional video equipment to lead the video trend full throttle. The agency also managed its exclusive SMART tool and CRM platform to monitor and analyse all social platforms in Hong Kong, as well as make use of its KOL network to provide online PR services. It also showed ability to master channel strength and emerging plans, and built comprehensive social media plans to clients. Guru Online is leading the industry by delivering the most up-to-date content to its clients.

♐䏛㕟K㢜⑨Ҹ 䉉Ⅼ㒐榧⋗䠓⾑⧃⢿⃜虇封⋻▇⨭テ―⌅䫍″ Ⱑ汣ҷ㜇䩋Ⱑ汣 ╙ ␄㊞厖媌⃫ 㝈棱䠓㢜⑨ҸGuru

Online㝋2016 〃懁ᾏ㳴㚃⪶㢜⑨䵓⢜虇㕟K㢃⬌䠓 䫍″Ⱑ汣⾑⧃㔷ひ孲㸉㝈㧗虇⁴拜▗⾑⧃䠋ⷤ強⑱Ҹ 封⋻▇㔷⎉―ᾏ↚拜∨⶗㫼㄀䏖宼∨䠓⋶ⵈ⽴⃫ⴳ虇 ⁴榕㍘㄀䏖䃽㻐⋷憮⏜懁Ҹ 封⋻▇‵䴰䖕⌅䓷䐈䠓SMART⽴⌆╙ⴱ㏅杫⅑ 䴰䖕。╿虇⁴䡲⵮╙⎕㤟欨㾾䠓㏏㢘䫍″。╿虇᾵懚 䚷⌅KOL 佁仰㕟K佁ᾙ⋻杫㢜⑨Ҹ封⋻▇‵姷䖍⎉⌅ 㔛㕰㾯懢⊹⑱╙㜿厗宗␒䠓劌␪虇᾵䉉ⴱ㏅⏅⴩―⋷ 棱䠓䫍″Ⱑ汣宗␒Ҹ

Guru Online憩懝䉉ⴱ㏅㕟K㢏㜿䠓⋶ⵈ虇⢷姛 㫼埤㝋榧⋗⢿⃜Ҹ

Headed by: Alan Yip, CEO | Owned by: AdBeyond (Group) 18


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

SOCIAL MEDIA AGENCY OF THE YEAR

As of December 2016, there are already more than 34,000 chatbots built on Facebook Messenger. Don’t miss this op-BOT-unity to reach out to the 900 million Messenger users. Let our gurus be your connection to this BOT, BOT world now! Various brands have already leveraged and capitalized on our bot-building expertise, including Lenovo, Dream Cruises, Star Cruises and MSIG Insurance.

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

19


SOCIAL MEDIA AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

PRIZM 䓷䱚⁲䖕⋻▇仓⎴䠓搏䓝ㄦῊPRIZM虇▛㟑⫹ㄦ䫍″ Ⱑ汣仓⎴䠓搔䓝Ҹ

PRIZMᾏ䢃厃␪㕟Kⴛ✓䠓㜇䩋䍮摆㢜⑨虇⿺␸ ⴱ㏅㕟ⓖ♐䏛䥴▜〵ҷ␯テ厖㼗幊冔凾俺ҷ╙㔷⑤摆 ⚽⨭朆Ҹ

A silver winner in the Independent Agency of the Year, PRIZM also takes bronze for Social Media Agency of the Year. PRIZM provides a full suite of digital marketing services that helps its clients lift brand awareness, increase engagement with consumers and boost sales. Among its clients are L’Occitane, Watsons Water, Pacific Coffee, Ngong Ping 360, China Mobile Hong Kong and Chow Sang Sang. To arouse awareness of the use of the rPET bottle for a sustainable environment, Watsons Water launched a series of social media campaigns with the assistance of PRIZM last year, including “Find your previous life” and the “Flip

bottle challenge”. Both campaigns focused on humorous and creative content, using influencers collaboration and Facebook games to boost engagement and the public’s attention. As a result, it achieved over 1,600,000 video views and 80,000 game participants. Since starting in 2011, its client relationships have always been long-term and sustainable – all its clients have joined the journey for more than three years on average. It also has a working partnership with over 100 local bloggers, YouTubers, and illustrators for different collaborations. With a total number of 140 staff, it has opened a new 12,000 square foot office with a recreation corner and free snacks and drinks supply.

⌅ⴱ㏅⒔㑻L’Occitaneҷ⷗卲㶞噇櫍㷃ҷPacific Coffeeҷ㞑⣹360ҷᾼ⢚䮊⑤欨㾾╙◷䚮䚮Ҹ 䉉㕟汧⪶䣍⶜╾⡭㛅 rPET檁䚷⧠匯䚅䠓尜峧虇 ⷗卲㶞噇櫍㷃╊〃⢷PRIZM䠓ⓣ␸ᾚ虇㔷⎉―ᾏ亊⎦ 䠓䫍″Ⱑ汣ⴲ≂㻊⑤虇⒔㑻Ӂ䣖⃯灭㴊ӂ╙ӁFlip㷃⪶ 冊怺ӂҸ ⋸榔㻊⑤抌嗦捜㝋懚䚷「灧╙⌆␄㊞䠓⋶ⵈҷ✓ 䚷厖⌆㄀榎␪⁉⩺䠓▗⃫╙Facebook 懙㏁ℕ㕟ⓖ╒ 厖〵╙⋻䣍杫㹷Ҹ⡯㳳虇封㻊⑤䔁ㄦ弔懝160 喻㲰㄀ 䏖孏䢚㲰㜇╙⋺喻㲰懙㏁╒厖Ҹ 卹2011〃朚⭚虇封⋻▇厖ⴱ㏅ᾏ䢃Ⅼ㒐朆㢮╙╾ 㒐倛䠋ⷤ䠓杫⅑虇⌅㏏㢘ⴱ㏅。⣖厖PRIZM▗⃫懣ᾘ 〃⁴ᾙҸ封⋻▇‵厖ᾏ䠍⪩↚㢻⢿ⓩⴱҷYouTubers ╙㕡䛺⾺懁姛ᾜ▛䠓▗⃫Ҹ 㙐㢘⌀140▜♰⽴虇封⋻▇朚宼―ᾏ↚12,000 。㝈 ◝䠓⋷㜿愵⋻ⴳ虇宼㢘₠朡孡嗌虇᾵㕟K㢃⪩⋜幊⶞ 橮╙檁♐Ҹ

Headed by: Jeffrey Hau, co-founder & director | Owned by: Independent 20


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

SOCIAL MEDIA AGENCY OF THE YEAR

20 -21 JUNE HOTEL ICON

For advertising and sponsorship opportunities, please contact Sara Wan at +852 2861 1882 or email to saraw@marketing-interactive.com 21

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

http://www.marketing-interactive.com/smart-data/hk


SOCIAL MEDIA AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

X SOCIAL GROUP ㎟䱚㝋2013〃虇X Social Group㞾ᾏⵅ彷⨒㜇䩋ひ◙ ⁲䖕⋻▇虇⢷欨㾾㕟K㜇䩋╙䫍″⛕⑨孲㸉㝈㧗Ҹ

X Social㒖⌅⶗㹷㝋ᾼ⢚䫍″Ⱑ汣䍮摆ҷ䫍″㠉 劌ҷKOL䍮摆ҷ䫍″ⴱ㏅杫⅑䴰䖕ҷ彷⨒䍮摆ҷ㜇㙩䴰

Established in 2013, X Social Group is a crossborder digital agency which provides digital and social commerce solutions in Hong Kong. X Social describes itself as specialising in Chinese social media marketing, social intelligence, KOL marketing, social CRM, crossborder marketing, data management, and more. Last year, it added 25 new accounts to its portfolio, including Bank of Communications China, Priority Pass, Fresh Hong Kong, Kowloon Shangri-La, Octopus Cards, and UK-based fashion house Jack Russell Emporium. Last September, the company and Mega-info

Media reached a global partnership agreement to develop the high-speed rail advertising network in China. On the employment front, the agency has grown its 69-person team to over 100, and has an exceptionally low staff turnover rate of 6%. Last year, former OMG Hong Kong CEO Jackson Kwok joined X Social Group’s subsidiary X Horizon as president. To attract talent, the company says it doesn’t believe in poaching because it will lead to more poaching, which affects all agencies in the market.

䖕䳘㫼⑨Ҹ ╊〃虇封⋻▇㜿⨭ 25↚㜿ⴱ㏅虇⌅ᾼ⒔㑻ᾼ⢚″ 憩搏姛ҷPriority PassҷFresh Hong KongҷῬ焜欨 㧋捛㑘⪶拡〦ҷ⋺懣憩⓰╙咀⢚㟑ⶩ梅⚽桕⢧K ack

Russell EmporiumҸ ╊〃Ῥ㢗虇封⋻▇厖⋕宙≂Ⱑ懣㎟⋷䖒▗⃫ⓣ 峿虇⌀▛朚䠋ᾼ⢚汧旄ひ◙佁仰Ҹ ⢷㑪凧㝈棱虇封⋻▇⾁ⶖ⌅69⁉䠓⢧栙⨭厂ᾏ䠍 ⪩⁉虇军♰⽴㻐⫀䔖⃝厂6虀Ҹ ╊〃虇欨㾾ⴞ䡮Ⱑ汣桕⢧⏜姛㛎俌婐扼冏悬␯⋴

X Social Group㝦ᾚ䠓ⳟ⋻▇X Horizon㙣₊俌婐Ҹ 䉉◇イ⁉㏜虇封⋻▇姷䫉ᾜ䢇ⅰ㒥孡虇⡯䉉憨㮲 ╹㢒⶝厃㢃⪩㒥孡虇㢏仑㄀榎㜃↚⁲䖕⋻▇䚮㋚Ҹ

Headed by: Samuel Lam, co-founder | Owned by: Independent 22


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

SOCIAL MEDIA AGENCY OF THE YEAR

P: +852 3568 9055

F: +852 3568 9055

E: info@xsocialgroup.com 23

W: www.xsocialgroup.com

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

CHANGE THE WAY WE CONNECT


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

SOCIAL MEDIA AGENCY OF THE YEAR

Finalist

OGILVY & MATHER HONG KONG

䫍″Ⱑ汣⾁㎟䉉䜅⁙㫼⑨䠓杫攄虇⫶儝欨㾾㳲⪶␪䠋 㕽憨ᾏ䃪␪Ҹ ⫶儝㝋2016 〃₊☌Katryna Mojica䉉⫶儝欨㾾 姛㛎俌婐Ҹ⢷㜿䴰䖕ⷳ⿅榧ᾚ虇封⋻▇懁ᾏ㳴␯テ䫍 ″Ⱑ汣㫼⑨虇䉉ⴱ㏅㕟K―㜿䠓孏灭╙姛⑤宗␒Ҹ

While social media has become essential for today’s business, Ogilvy & Mather Hong Kong is making big moves to capitalise on this potential. In 2016, Ogilvy & Mather named Katryna Mojica as chief executive officer for O&M Hong Kong. Under the new leadership, the company confronted social media further with a new point of view and an action plan for its clients. With the belief that social can’t be used in a silo and must be a key component of the broader brand and communications strategy, the agency shifted to a new structure that organises the teams based on industry

specialties – what it calls “industry clusters”. The results of its move were reflected by the major wins of Asia Miles, The North Face, Wing Tai Asia, Ceylon Tea and Lesso. Other key clients are Rolex, Ford, Yum!, Blackrock, Nike, Huawei, The Langham Hotels and Resorts, Nestlé and Eu Yan Sang. In one of its projects for KFC, the agency made edible “Finger Lickin’ Good” nail polish that tasted like the iconic chicken. The project generated an advertising value of more than HK$5 million, with hundreds of press coverage locally and around the world. Headed by: Katryna Mojica, CEO | Owned by: WPP

24

䭘㐎⶜䫍″Ⱑ汣ᾜ劌✽䓷懚⃫ҷ⁴╙⌅ㅔ榗㎟ 䉉㢃ひ㹪䠓♐䏛╙≂宙䳥䛴䠓杫攄仓㎟扷⎕䠓ⅰㆄ虇 封⋻▇捜仓㫼⑨㥅㭚虇㧈㙩姛㫼⶗朏䵓䜖仓俣⢧栙虇 │㏏岑䠓Ӂ姛㫼儳仓ӂҸ 㳳 厘 䉉 ⫶ 儝 庞 ㄦ ⪩ ↚ ⴱ ㏅虇⒔ 㑻 ‭ 㻁 喻 捛 憩ҷUif!North Faceҷ㷇㹿‭㻁ҷ撺垼五哅╙LessoҸ 封⋻▇䠓⌅⁥Ὴ嬐ⴱ㏅⒔㑻⑭␪⩺ҷ䬞䐈ҷ䠍⑬桕 ⢧ҷ灠 䦂桕⢧ҷNikeҷ啾䉉ҷ㢦ゆ 拡〦ҷ桏 ⽱ ╙⃨ ⁐䚮Ҹ ⢷刾ㅆ⦉䠓⌅ᾼᾏ↚榔䡽ᾼ虇封⋻▇媌⃫䠖䏛䉇 桭☂懢䠓Finger Lickin’ Good㒖䛁㹈虇⿅ℕ䠓ひ◙⊈ ⇋弔懝500喻㾾⋒虇᾵◇イ㢻⢿╙⋷䖒㜇⁴䠍宗䠓㜿 凭Ⱑ汣⧀⶝封㻊⑤Ҹ


BEST AGENCY CULTURE

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

JACK MORTON WORLDWIDE Jack Morton Worldwide㢏慠⋸〃⣖⫹ㄦ㻊⑤䍮摆 仓⎴䠓搏䓝虇⁙〃虇封⋻▇⑖⫹㢏ℂ⁲䖕⋻▇㜖⒥仓 ⎴䠓捠䓝虇ⷤ䫉⎉⌅叾⬌䠓⽴⃫䘿⨒虇⁴╙⁥↠⶜㻊 ⑤䠓⪸幵Ҹ

Jack Morton Worldwide㙐㢘䯸⴩䠓ⴱ㏅虇⒔㑻 New accounts won over the past 12 months included The Peninsula, Tatler, HKGTA, Tesla and Dream Cruises, which have also contributed to a 12% growth in new client business. 2016 saw Jack Morton Worldwide step into sponsorship marketing and established a foothold in content marketing, which is already showing strong traction with clients. A major hire for 2016 was bringing Lucille Essey back to Jack in a new role as executive creative director. With her experience and passion, combined with her leadership and drive to inspire creativity in everyone at the company, 2016 saw a push to raise the level of work.

ⶅ䃣ҷ⓰⢿‭ҷ⫶慹ҷadidasҷ搏㹂⮪㮑桕⢧ҷᾘ㞮ҷ 捠㸨ᾼ⢚ҷ䅂朏㜿䅯⪸⢿ҷ䁨巟搏姛╙㗸㧈⪶憩䳘Ҹ 厖封⋻▇▗⃫‣〃⁴ᾙ䠓ⴱ㏅虇⢷ 2016 〃䉉⌅⿅ℕ

40%䠓㛅⋴Ҹ ⌅懝╊ᾏ〃㜿⨭䠓ⴱ㏅⒔㑻ⓙ⺅拡〦ҷTatlerҷ HKGTAҷTesla╙ 㞮⪱抄悹虇ℎ⌅㜿ⴱ㏅㫼⑨⨭朆 ―12%Ҹ Jack Morton Worldwide㝋2016〃從彂庙␸䍮 摆榧⥮虇‵ら䱚⋶ⵈ䍮摆⢧栙虇厖ⴱ㏅ら䱚―余ⵕ䠓 杫⅑Ҹ ⌅ 2016 〃䠓Ὴ嬐⨭凧嬚 Lucille Essey ⡭⽱虇㙣 ₊⦆姛␄㊞俌䡲ᾏ分Ҹ㌠坘⬈䠓伢毦╙䍀尯虇␯ᾙ⬈ 䠓榧⶝劌␪╙厃␪⛮䠋⋻▇㵞↚⁉␄㊞䠓┮⏖虇㔷 ⑤封⋻▇⢷ 2016 〃䠓⽴⃫槾嗦㕟ⓖҸ

Headed by: Natalie Ackerman, managing director | Owned by: CMGRP 25

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Jack Morton Worldwide in the most recent two iterations of the awards has taken home silver in the Event Agency of the Year category – this year, the agency won the gold award for Best Agency Culture, demonstrating an excellent working environment alongside its flair for events. Jack Morton Worldwide owns a steady portfolio of clients, including Proctor & Gamble, Cartier, Audi, adidas, Galaxy Entertainment Group, Samsung, Sands China, City of Dreams Macau, HSBC and JP Morgan. Clients which have had a relationship of more than five years with the agency, contributed 40% of its 2016 revenue.


BEST AGENCY CULTURE

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

STARCOM

2016 〃虇栌䓔Ⱑ汣桕⢧㝦ᾚ䠓Ⱑ汣⋻▇㞮≂Ⱑ汣ㄭ 㾾⺅㤀虃涑泩㼛虄㖻ㄏῬ焜㤀虃孏⧧虄虇军⋻▇䠓♰⽴ 㸉⴩䉉愵⋻ⴳ㖻戆⏅⴩ᾏ↚㢘弲䠓↡㜇宗␒Ҹ ⪶⪩㜇⁉尜䉉孏⧧㞾ᾏ↚㵣悒ᾜ㝈ⅎ䠓⢿Ⓩ虇

In 2016, Publicis Media Group’s media arm Starcom moved out from Island East (Quarry Bay) to Kowloon East (Kwun Tong), and “starcommers” decided to outline a fun countdown plan for the office relocation. In most people’s perception, Kwun Tong is a relatively inconvenient place. Some starcommers thought they were being downgraded to an industrial area without nice dining places, no shopping malls and less leisure facilities. Inviting staff from different teams and working levels, it formed a relocation taskforce named “Quk”. Q represents Quarry Bay; U represents all of you while K represents Kwun Tong. The team event set up an official private Facebook page for communication.

The Quk team sat in the relocation meetings with senior management to be involved in the initial office layout and “fun land” design. Indeed, the new office is spacious with faster Wi-Fi, a 270-degree sunset sea view and collaboration areas. In the end, the relocation project was smooth and didn’t trigger a high turnover rate with Starcom retaining 95% of its staff. To create a positive working environment, staff who work with Starcom a full year will be entitled to HK$100 as anniversary money which can be cumulated by working years. The record high last year was 33 years.

ᾏ‪㞮≂Ⱑ汣♰⽴尜䉉⁥↠娺柜亩⎿㸡㢘⬌䠓檟檁 ⧃㏏ҷ㸡㢘庋䏸ᾼㅒҷ◷⢜僉῞₠朡宼㝌䠓⽴㫼ⓏҸ ⡯㳳虇封⋻▇戏屚ᾜ▛⢧栙╙分亩䠓♰⽴仓㎟▜ 䉉ӁQukӂ䠓㖻戆⽴⃫仓ҸӁQӂ⁲姷涑泩㼛虇ӁUӂ⁲ 姷㏏㢘⁉虇军ӁKӂ⏖⁲姷孏⧧Ҹ封㻊⑤⢧栙㎟䱚―ᾏ ↚ⴧ㝈䠓䭐⁉Facebook ⶗榐ℕ懁姛䀬憩Ҹ

Quk⢧栙厖汧亩䴰䖕ⷳ懁姛㖻戆㢒峿虇᾵╒厖⎬ 㳴䠓愵⋻ⴳ⃗⷏嬞␒╙Ӂ㮑⢡ӂ宼宗Ҹ‚⵵ᾙ虇㜿愵 ⋻ⴳ⢿㝈⵻㛭虇Wifi憮〵㢃ㅺ虇⣟㙐 270〵䠓㝴嗌㼆 㟾虇᾵宼㢘⪩↚″㻐▗⃫Ⓩ⥮Ҹ 㢏仑虇㜃↚㖻戆榔䡽榕⎸ⴛ㎟虇᾵ᾣ㸡㢘憯㎟㞮 ≂Ⱑ汣♰⽴䠓⪶捞㻐⫀虇㎟␮Ⅼ䛨―95虀䠓♰⽴Ҹ 䉉㏢憯䯜㬄䠓⽴⃫䘿⨒虇⢷㞮≂Ⱑ汣⽴⃫䂎ᾏ 〃䠓♰⽴ⶖ䔁ㄦ100 㾾⋒⃫䉉◷〃亏ㆄ䓝捠虇捠槜㢒 样⽴⃫〃㢮懭⨭Ҹ╊〃䠓㴆▁㜿汧亏撓㞾33〃Ҹ

Headed by: Shirley Lau, deputy general manager | Owned by: Publicis Media 26


BEST AGENCY CULTURE

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

BBDO HONG KONG BBDO 欨㾾伢㴆―巟㛅䠓ᾏ〃處ⴱ㏅Ⅼ䛨䔖懣䠍₌Ὶ 䠍虇⎸䃳⨭朆汧懣 240%虇㞾封⋻▇㎟䱚42 〃ℕ䠓㢏 ⪶⨭⿔Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻 Fedexҷ䴼䏛ҷ䗹㶞橮♐ҷ㨔庌

Mecard, all of which BBDO won. Vitasoy’s entire tea portfolio also went to the agency, led by a team of talent from all over Greater China. Notable campaigns over the past year included the Snickers slip-ups, where celebrities “slip up” and make hilarious mistakes due to hunger; and the counter-intuitive “No sugar-coating” for Vita, where it challenged competitors’ claims and turned them on their respective heads.

ㅆ㜾虈⫣歂╙Visa虇᾵㝋╊〃庞ㄦ儝㹿╙似⁥⬅䠓⡪ ↜㜿㫼⑨Ҹ儝㹿⋻▇䉉⌅吼㵣ҷHot WheelsҷMega Blocks╙Turning Mecard♐䏛懁姛―⋷䖒㵣䯎㑪㮨虇 㢏仑⋷䛀BBDO䓷ㄦҸ封⋻▇‵庞ㄦ似⁥⬅䠓㏏㢘哅 ♐䏛㫼⑨虇᾵䛀ᾏ㚾ℕ卹⪶ᾼ啾⢿Ⓩ䠓⁉㏜帯帻Ҹ ⌅懝╊ᾏ〃䠓‽䣋㻊⑤⒔㑻 Snickers䠓㑌㷃ひ ◙Ӂ利檢尭撓ӂ虇ひ◙䔸䡰㛎ⴱ坬⁉虇佷㎟⫀宏捠╴虖 军似⁥⬅䠓䊰乥哅ⴲ≂ᾏ╜≂伀虇㒠㎿䲅䎼⶜㏚䠓ひ ◙╲埮Ҹ

Headed by: Tze Kiat Tan, CEO of Greater China | Owned by: Omnicom Group 27

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

BBDO Hong Kong has had a big year – the agency was able to boast a 100% client retention rate, and achieved a whopping 240% profit margin increase; the biggest growth in the office’s 42-year history. Key clients include Fedex, Wrigley, Mars, Mercedes-Benz and Visa – and since last year, quadruple wins on Mattel and Vitasoy. Mattel called an APAC-wide pitch for brands Barbie, Hot Wheels, Mega Bloks and Turning


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

BEST AGENCY CULTURE

Local Hero

FIMMICK Fimmick㞾欨㾾㎟␮㛔‚Ὶᾏ虇᾵庞ㄦ䣍⪩䓝榔虇┊ 厖㢏ℂ⁲䖕⋻▇㜖⒥仓⎴䠓ᾘ䛁⃜僽⫀岇″卑Ҹ 封⋻▇䡽⏜⢷㝴㢻ҷ╿䇲╙欨㾾宼㢘愵‚埤虇!

2016〃㢃庞ㄦ⪩↚⪶ⴱ㏅虇▛㟑撓ㄦ⁳⁉崩➕䠓ⴱ㏅ Ⅼ䛨䔖Ҹ

Fimmick is one of Hong Kong’s own success stories, with numerous awards already under its belt, but missed out on a trophy in the Best Agency Culture category. It has offices in Japan, Taiwan and Hong Kong. 2016 saw a number of big client wins while boasting impressive client retention numbers at the same time. Its impressive portfolio includes local and global names such as Swire, HKJC, DBS, Revlon, The Body Shop, Marks & Spencer and Microsoft. In terms of campaigns, for WeWa, the agency

launched Hong Kong’s first ever fully functional credit card app with a unique instant gift redemption game – “We Shake We Win”. The campaign generated massive increases in new customers, online applications and overshot the KPIs. Staff at Fimmick are welcomed to join the internal “lunch with management” and “dialogue with CEO” programmes where they can chat freely with their superiors on any interesting topics, and join numerous monthly and year-round training programmes. It also promotes a healthy workbalance in the company; a tough goal for any agency.

⌅Ὴ嬐ⴱ㏅⒔㑻㢻⢿╙⋷䖒♐䏛虇⬑⪹╳ҷ欨 㾾庌欻㢒ҷ㞮ⷤ搏姛ҷRevlonҷThe Body Shopҷ Marks & Spencer╙ㄽ恮Ҹ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇䉉WeWa㔷⎉―欨㾾欥 㳍⋷␮劌ⅰ䚷⓰㍘䚷䮚ゞ虇᾵㕟K䓷䐈䠓│㟑䬽♐⋛ 㕪懙㏁We shake we winҸ封㻊⑤䉉㜿ⴱ㏅⁉㜇╙佁 ᾙ㍘䚷䔖⿅ℕ䠓⨭⿔懯弔⌅KPIҸ

Fimmick 䠓♰⽴⣖㳰慝╒␯⋶扷䠓Ӂ厖䴰䖕ⷳ ⓗ檟ӂ╙Ӂ厖 CEO ⶜尀ӂ㻊⑤虇⁥↠╾⁴样㟑彮ᾙ▇ 屖履₊⃤㢘弲䠓尀槛虇‵╾╒厖䣍⪩㢗〵╙⋷〃䠓 ⦈客宗␒Ҹ㳳⪥虇封⋻▇╗炢⒄⇴う䠓⽴⃫厖䚮㻊 。姰虇憨⶜₊⃤ひ◙⁲䖕⋻▇ℕ尹抌㞾䚩⌆桲〵䠓 䡽㮨Ҹ

Headed by: Willy Lai, co-founder and business director | Owned by: Independent 28


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

BEST AGENCY CULTURE

Finalist

⋻杫⋻▇Text100 Hong Kong ㎟␮⋴⢜㢏ℂ⁲䖕⋻

TEXT100 HONG KONG

▇㜖⒥仓⎴䠓‣テҸ 愵⋻ⴳ䠓宼宗╜㞯―⋻▇䠓㜖⒥Ҹ封⋻▇姷䫉虇 ⌅愵⋻ⴳ㔰䚷⋷朚㛍ゞ宼宗虇㸡㢘宼僽₊⃤㧛棱⎕ 栣ⷞ虇㝈ⅎ♰⽴⢷㸡㢘栫䪨䠓䘿⨒ᾚ⶚㷑ⓣ␸Ҹ 封⋻▇‵㢒㵞〃懁姛⋸㲰Ӂ概㮑㪔ӂ虇㏏㢘♰⽴

PR agency Text100 Hong Kong has made its way into the Best Agency Culture category as a finalist. Holding to the belief that workplace design is a reflection of a company’s culture, the agency said its workplace is completely open plan with no desk dividers, to ensure people have no barriers when asking for help. The company organises a game of “musical chairs” – twice a year all staff move desks to build relationships and share knowledge between team members. Seniors sit next to juniors; technical experts sit next to PR professionals.

The PR firm believes the more it invests in people, the more its business prospers, so it invests HK$270,000 in training every year. Opened in Hong Kong in 1999, Text100 said it values transparency at all levels – from the bottom up and top down, everyone in the business has a voice. Junior team members are given a budget and free reign to entertain the team each month. With a retention rate of 84%, compared with an industry average of 75% to 80%, its average tenure is 3.2 years.

抌㢒″㕪〶⃜虇坘㳳崢⢧栙㎟♰Ὶ朢‡䢇ら䱚杫⅑ ╙⎕›䥴峧虇幖㴆㾀䠓♰⽴⣟⢷幖㴆㾉䠓♰⽴㝐戙虇 㐏姢⶗ⵅ⣟⢷⋻杫⶗㫼⁉♰㝐戙Ҹ 封⋻杫⋻▇尜䉉虇⢷♰⽴怺ᾙ㐤幖㊗⪩虇ₐ㫼䠓 䠋ⷤⅎ㢒㊗噻⑒虇⡯㳳⌅㵞〃䠓⦈客㐤幖汧懣 27 喻 㾾⋒Ҹ

1999〃⢷欨㾾朚㫼虇Text100姷䫉捜嬥▓亩䠓憞 㞝〵虇ㄭ⦉ⷳ厂汧ⷳ⁉⩺⣖㙐㢘䠋宏㲙Ҹ ⎬亩⢧栙㎟♰㵞㢗㢒䔁ㄦᾏ䳕榟䴦虇╾卹䛀䠋㕽 䉉⢧栙䷛愵⮪㮑㻊⑤Ҹ ⌅♰⽴Ⅼ䛨䔖䉉 84虀虇汧㝋姛㫼 75虀厂 80虀䠓 。⣖㷃。虇♰⽴。⣖〃幖䉉 3.2〃Ҹ

Headed by: Rosemary Merz, vice president and managing consultant | Owned by: Next Fifteen Communications

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

29


CRM & LOYALTY AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

Local Hero

懝╊ᾘ〃虇XGATEᾏ䢃⢷ⴱ㏅杫⅑䴰䖕╙ㅯ尯䍮摆仓

XGATE

⎴㚏ⓖ㢃汧䠓⃜僽Ҹ⢷ 2016〃╙2015〃⋴⢜‣テ虇封 欨㾾⁲䖕⋻▇⁙〃仑㝋㌠坘テ⑐⨭朆╙␄㜿⃫♐虇 ⑖⫹㢻仓⎴䠓捠䓝╙㢻⢮咀桓䓝Ҹ ⌅ Ὴ 嬐 䚱 ♐ 㞾 XGATE DMS ⪩ 㾯 懢 。 ╿虇

For the past three years, XGATE has been climbing the ranks of the CRM & Loyalty category. A finalist in 2015 and 2016, the Hong Kong agency has stepped up to the plate to take out the gold and Local Hero awards, capping off a year of strong growth and innovation work. Its key product is the XGATE DMS platform, a multi-channel platform that can trigger eDM, SMS, Facebook or WeChat messages depending on the campaign workflow. On the campaign front, the company worked with Timberland to build a CRM loyalty strategy to retain its members and increase sales. It integrated the POS system with XGATE’s

DMS platform to implement CRM programmes to develop a single customer view database to analyse customers’ purchase behaviours and use those insights for marketing campaigns. As a result, CRM managers have KPIs and ROI reports that they have used to develop and fine-tune campaigns to achieve a 20% increase in sales and 40% increase in efficiency. Founded in 2004, XGATE headquarters at the Science Park in Hong Kong with offices in Guangzhou and Macau. In 2016, it opened a new office in Chengdu which consists of a new GM, technical personnel, data scientists and sales support.

╾ 㧈 㙩 㔷 ひ 㻊 ⑤ 䠓 ⽴⃫ 㻐 䮚 宇 䠋 梊 抄 㔷 ひҷ䥼 宙ҷFacebook㎥WeChatⴲ≂宙ㇾҸ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇厖 Timberland▗⃫⏅ ⴩ⴱ㏅杫⅑䴰䖕ㅯ尯〵䳥䛴虇⁴◇イ⌅㢒♰᾵㕟ⓖ摆 ⚽槜Ҹⴒⶖ POS亊伀厖 XGATE䠓 DMS。╿仟▗虇⁴⵵ 姛 CRM䮚ゞ虇坘㳳ら䱚✽ᾏⴱ㏅嬥⢥㜇㙩〺ℕ⎕㤟 槶ⴱ䠓庋幆姛䉉虇᾵ⶖ憨‪㺭㈘㍘䚷厂㔷ひ㻊⑤Ҹ ⡯㳳虇CRM伢䖕㢒㧈㙩 KPI╙ROI⧀◙ℕ媌⃫㎥ ㄽ屎㔷ひ㻊⑤虇⁴懣㎟ 20虀䠓摆⚽槜⨭朆虇⁴╙40虀 䠓㎟㛗⨭⿔䡽㮨Ҹ ㎟䱚㝋2004〃虇XGATE俌扷宼㝋欨㾾䭠ⴇ⢡虇⢷ ひ⽭╙䅂朏⣖宼㢘愵‚埤Ҹ封⋻▇㝋2016〃⢷㎟抌 朚宼―㜿䠓愵⋻ⴳ虇᾵凧屚㜿䠓俌伢䖕ҷ㐏姢⁉♰ҷ 㜇㙩䭠ⴇⵅ╙摆⚽㚾㖃⁉♰Ҹ

Headed by: Xen Chia, strategic marketing director | Owned by: Independent 30


AGENCY A GE GENCY N CCY NCY Y OF O F THE THE Y TH YEAR EAR A M AR MARKETING MAR R KET ETING ET T ING N AGE ANNUAL EDITION 2017 SSPECIAL SPE PEEECIA P C IA CI CIA AL A AL NN NNU N N AL A L EED EDI D TI TIO ON 2 0117 017 0 7

CRM C CR RM & LO LOYALTY L OYA YALT TY AG AGENCY A EN ENCY NCY CY O OF F TH T THE HE Y YE YEAR EAR AR

W WW W W ..M M AARR KKEET E TTII N G — I N T EERR A CCTT I V E.CO EE...CC OM OM

3311


CRM & LOYALTY AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

2016 〃㞾 DigitasLBi巟 㛅 䠓 ᾏ 〃虇ⴱ㏅ Ⅼ 䛨 䔖 懣 100虀虇᾵懣㎟㏏㢘䡽㮨Ҹ㳳⪥虇封⋻▇‵庞ㄦ⪩↚捜 嬐ⴱ㏅虇⒔㑻‭㻁喻捛憩ҷ䁨巟搏姛ҷACA╙⷗卲㶞

DIGITASLBI

桕⢧Ҹ

DigitasLBi ⶗㹷㝋㜇㙩╙㺭㈘㫼⑨虇䉉ⴱ㏅欨 㧋捛㑘╥ㄦ―ᾏ‪ㄗ⬌䠓㎟俍Ҹ㌠坘⪩〃䠓ⴱ㏅㜇 㙩䴰䖕伢毦虇封⋻▇㔷⎉The Table 。╿虇✓䚷檟檁 䓝⒄╙尜╾㯮⏅虇䉉欨㧋捛㑘Ӂ幃幢捠䘿㢒ӂ䠓㢒♰

2016 was a big year for DigitasLBi, with 100% client retention and smashed targets. Moreover, the agency won key accounts, including Asia Miles, HSBC, ACA and the A.S. Watson Group. Putting its main focus on data and insights, DigitasLBi secured some excellent results for client Shangri-La. By drawing on years of customer data, it launched “The Table” platform to elevate Shangri-La’s Golden Circle loyalty programme to new heights. It utilised dining rewards and a recognition mechanism to provide unique surprises and experiences. After relaunching the loyalty programme the year before, 2016 was all about driving performance for Shangri-La by taking a data-led approach to content and communications.

Additionally, a new approach to segmentation resulted in campaign booking rates going up from 0.01% to 0.54%. Another notable example was Hotel Jen’s “Leave Boring Behind” campaign. To engage millennial customers in the competitive midrange boutique hotel scene, DigitasLBI leveraged deep data analysis to develop the campaign. In two months, it generated 1.4 million video views, 23,000 new social followers and a big spike in bookings. To keep its team sharp, DigitasLBi provides training programmes and invites international experts to local markets to develop their talent and share best practices. Moreover, staff have access to learning portals and workshops.

㕟K䓷䐈䠓毩✫╙汣毦虇ⶖ封㢒♰宗␒㕟ⓖ厂╵ᾏ ⷳ㲰Ҹ 個⏜〃捜㜿㔷⎉封ㅯ尯〵宗␒Ὶㄛ虇2016〃䠓 捜灭⢷㝋憩懝㜇㙩Ὴ⶝䠓⋶ⵈ╙ⴲ≂㝈ゞℕ㕟ⓖ欨 㧋捛㑘䠓㫼俍Ҹ㳳⪥虇ᾏ⫦⋷㜿䠓ⴱ㏅亿⎕㝈ゞ㎟␮ ⁳㔷ひ㻊⑤䠓榟宑䔖ㄭ0.01虀ᾙⓖ厂0.54虀Ҹ ╵ᾏ↚⇋ㄦ㹷㊞䠓ℚⳟ虇㞾 Hotel Jen䠓 Leave Boring Behind㔷ひ㻊⑤Ҹ䉉―⢷䲅䎼䅏䉗䠓ᾼ㰣乍 ♐拡〦⾑⧃䎼╥ⓒ䬶ⴱ㏅虇DigitasLBI懚䚷㾀⋴䠓㜇 㙩⎕㤟ℕ朚ⷤ㻊⑤Ҹ⢷⋸↚㢗⋶虇㎟␮◇イ―140喻 㲰㄀䏖孏䢚㲰㜇ҷ2.3喻▜㜿䫍″Ⱑ汣丘企虇拡〦榟宑 䔖‵⪶⨭Ҹ 䉉Ⅼ㒐⢧栙⵵␪虇DigitasLBi㕟K▓䮽⦈客宗 ␒虇戏屚⌅⢚株⶗ⵅ⏜ℕ欨㾾虇⁴䠋ⷤ⁥↠䠓㏜劌╙ ⎕›㢏ℂ⵵徟Ҹ㳳⪥虇♰⽴╾⁴䆞孌⦈客佁䱨╙╒厖 䦣宝㢒Ҹ

Headed by: Damien Tew, managing director | Owned by: Publicis 32


CRM & LOYALTY AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

FIMMICK CRM Fimmick CRM㢏⎬㞾Fimmick㝦ᾚ䠓ⴱ㏅杫⅑䴰䖕⢧ 栙虇⃕䖍⾁䠋ⷤ㎟䉉卹㎟ᾏⵅ䠓⁲䖕⋻▇Ҹ

Fimmick CRM㎟䱚㝋2015〃4㢗虇厃␪㝋憩懝㕟 ⓖ≂伀ⴱ㏅杫⅑䴰䖕㮰ゞℕ㕟K䫍″ⴱ㏅杫⅑䴰䖕 㢜⑨Ҹ封⋻▇朚䠋―▓䮽䫍″ⴱ㏅杫⅑䴰䖕䚱♐╙㢜

The agency truly came into its own in 2016, with new clients and more staff to exceed its targets and KPIs. Key clients include The Body Shop, Sofina, Kiehl’s and Microsoft Office. Moreover, the agency offers multiple programmes and initiatives to improve productivity, efficiency and cross-team communications. Highlights included internal digital marketing training to keep staff up-to-date with marketing trends; a “Dialogue with the CEO” programme where staff can chat freely with the CEO on any topics; and a quarterly entertainment allowance to boost teamwork.

⑨虇⒔㑻宗䴦㼗幊冔⢷䫍″。╿ᾙ䠓䫍㢒㄀榎␪䠓 寤⎕亊伀虇⁴⿺␸⾑⧃㔷ひ⁉♰㢃㾀⋴⢿―孲ⴱ㏅⢷ 䫍″Ⱑ汣ⷳ棱ᾙ䠓㄀榎␪虖⁴╙ᾏ↚⎕㤟ⴱ㏅╒厖 〵ҷ䚩厂梅㛲㜇㙩䠓伫▗䫍″ⴱ㏅杫⅑䴰䖕。╿Ҹ

Fimmick CRM㝋2016〃㎟䉉ᾏⵅ䓷䱚䠓⋻▇虇 ᾵庞ㄦ⪩↚㜿ⴱ㏅ҷ◇亜㢃⪩䠓♰⽴ҷ⁴╙弔弙―⌅ 䡽㮨╙杫攄俍㛗㒖㮨Ҹ⌅Ὴ嬐ⴱ㏅⒔㑻 The Body ShopҷSofinaҷKiehl’s╙Microsoft OfficeҸ 㳳⪥虇封⋻▇‵⵵姛⪩榔宗␒╙㔹㝌⁴㕟汧䚮 䚱␪ҷ㛗䔖╙彷⢧栙䀬憩Ҹ⌅ᾼ‽灭⒔㑻⋶扷㜇䩋䍮 摆⦈客虇崢♰⽴㟑⏊㔛㕰㢏㜿䠓⾑⧃㔷ひ強⑱虖厖

CEO⶜尀㻊⑤崢♰⽴╾⁴样㟑彮CEO屖履₊⃤尀槛虖 ⁴╙㕟KⳲ〵⮪㮑㺴幋虇⁴㕟汧⢧栙▗⃫乍䫭Ҹ

Headed by: Matthew Lee, head of CRM | Owned by: Independent 33

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Fimmick CRM started out as a CRM team under Fimmick, but has since matured into a noteworthy agency in its own right. Established in April 2015, Fimmick CRM is devoted to providing social CRM by advancing the traditional CRM models. It has developed various social CRM products and services, including a scoring system that calculates consumers’ social power on social platforms to help marketers better understand their customers’ influential power on the social level, as well as an integrated social CRM platform analysing customers’ engagement, and even unstructured data.


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

CRM & LOYALTY AGENCY OF THE YEAR

Finalist

ACCENTURE INTERACTIVE, GREATER CHINA

⥒㩽⚁‡⑤ⷻ⥒㩽⚁㝦ᾚ䠓ᾏⵅ㜇䩋ひ◙⁲䖕⋻ ▇虇㝷⢷㏢憯⌆崙棸ㆶ䠓ⴱ㏅汣毦Ҹ憩懝憲㔴宼宗ҷ ⾑⧃㔷ひҷ⋶ⵈ╙⛕㫼㝈棱䠓䚱♐虇封⋻▇ᾏ䢃䉉㢻

Accenture Interactive, a part of Accenture Digital, which, in turn, is part of Accenture, is a digital agency that envisions creating the next transformative customer experience. Through connected offerings in design, marketing, content and commerce, it has been serving both local and international giants, such as Towngas, adidas, Hong Kong Tourism Board, MTR, P&G and Philips. New

clients won over the past year include Vans, Sony, Dyson, Chanel and Hennessy. Moreover, the agency puts itself as being “digital-first” with a strong focus on strategic consulting in digital services. In line with this philosophy, Accenture Interactive opened its new digital studio to provide both a place to work, and a place to showcase all the work it has been responsible for.

⢿╙⢚株ₐ㫼㕟K㢜⑨虇⬑䋳㶲⋻▇ҷadidasҷ欨㾾 㝔懙䠋ⷤ⷏ҷ㾾旄ҷⶅ䃣╙橪⎸㻵䳘Ҹ ⥒㩽⚁‡ ⑤╊〃庞ㄦ䠓㜿ⴱ㏅⒔㑻

VansҷSonyҷDysonҷChanel╙HennessyҸ㳳⪥虇ⴒ ⴩⃜䉉Ӂ㜇⳦䉉⋗ӂ䠓⁲䖕⋻▇虇⶗㹷㝋㕟K㜇䩋䳥 䛴屽寱㢜⑨Ҹ䭘㐎憨ᾏ䖕ㆄ虇⥒㩽⚁‡⑤朚宼㜿䠓㜇 䩋⽴⃫ⴳ虇⁴⃫䉉ᾏ↚㝱╾⽴⃫虇╗╾ⷤ䫉⌅⃫♐䠓 ⢿㝈Ҹ

Headed by: Jason Chau, head of Accenture Interactive in Greater China | Owned by: Accenture

Finalist

CLIX ⁙〃㌅䫬㎟䱚⡪◷〃虇CLiX㞾欨㾾∨╦⶙⺖䠓䢃摆⁲ 䖕⋻▇Datatrade䠓⭙⭈⋻▇Ҹ

CLiX⁲姷Customer Loyalty Intelligence Expert 䠓㊞ㆬҸ

Celebrating its fourth birthday this year, CLiX operates as a sister agency to Datatrade, one of Hong Kong’s most respected direct marketing agencies. In case you were wondering, Clix stands for “customer loyalty intelligence eXpert”. With data and social CRMs becoming the bread and butter of marketing, CLiX has doubled down on offering the market a more sophisticated CRM. The agency does this by recruiting driven

and knowledge-hungry talent, who bring fresh perspectives to the CRM experience. In 2016, the agency picked up some big brand names such as Porsche, Marc Jacobs, Quaker, Whirlpool and FedEX. Longer term clients include Dairy Farm, Mannings, DHL, Abbott, Pizza Hut Hong Kong and Eagle Property Management. Last year, one major hire at CLiX was Joyce Pondrano as its newly-created chief client success officer. Headed by: King Leung, CEO | Owned by: Datatrade 34

样嗦㜇㙩╙䫍″ⴱ㏅杫⅑䴰䖕㎟䉉⾑⧃㔷ひ䠓 杫攄虇CLiX␯↜␹␪■⾑⧃㕟K㢃乍䩉䠓ⴱ㏅杫⅑䴰 䖕㢜⑨Ҹ封⋻▇㑪⑮䯜㬄╙㿃㢪憌㷑䥴峧䠓⁉㏜虇坘 㳳䉉ⴱ㏅杫⅑䴰䖕汣毦⿅ℕ㜿䠓嬥捝Ҹ 封⋻▇㝋2016〃庞ㄦ⪩↚⪶♐䏛ⴱ㏅虇⒔㑻Ⅼ㟑 㔆ҷMarc Jacobsҷ㧑㧋ҷWhirlpool╙FedEX䳘Ҹ⌅朆 㢮ⴱ㏅⒔㑻䏪⬅⢚株ҷ喻⵶ҷDHLҷ桔⦈ҷㅔ⑬ⴱ欨㾾 ╙澈▪幖䚱䴰䖕Ҹ

CLiX╊〃䠓ᾏ榔捜嬐⨭凧㞾Joyce Pondrano⎉ ₊⌅㜿宼䱚䠓chief client success officerҸ


CREATIVE AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

Local Hero

ANON ⢷ 䲅䎼䅏 䉗䠓 ␄㊞ 仓 ⎴ᾼ劺 䯝 军⎉虇⑖⫹

ANON

捠䓝Ҹ 䛀⫶儝⏜㎟♰Simon Handford╙Sandy Chan 㝋2013 〃␄䱚虇憨㚾ⓐ⁉仓㎟䠓⢧栙㢜⑨⪩↚嗦▜ⴱ ㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ榧厹㐤幖欨㾾㢘柟⋻▇ҷ⪹ ╳⢿䚱╙Nike 欨㾾䳘Ҹ

highly creative collaterals. For example, the print ads were accompanied by a small DIY hologram device to recreate characters from the perpetually popular franchise on your phone – an excellent fit for the space opera attraction. Bus shelter ads used directional speakers to send messages only to people standing directly beneath them to create the illusion of hearing “the force”, while the billboards featured villain Kylo Ren seemingly cutting through buildings using a 3D perspective in the creative. Regularly eschewing the retainer-based business model, ANON is not afraid to do things differently. While the agency naturally has specialists in certain disciplines, it does not employ separate teams and focuses on creative ideas, rather than disciplines or formats. To top it all off, it gives clients access to all its creative resources to nurture a collaborative environment.

憨㚾嬞㮰䢇⶜悒⶞ҷ⃕䚮䚱␪毩⁉䠓⢧栙⢷䚱 ♐㢜⑨㝈棱䠓⵵␪‵ᾜⵈㆌ嬥虇⌅㫼⑨䵓⢜⒔㑻梊嬥 ひ◙ҷ㏅⪥ひ◙ҷ䚱♐宼宗ҷ⒔婬ҷⴲ≂㣟㜨╙♐䏛㻊 ⑤Ҹ封⋻▇㝋2016 〃庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻拸㈔恡ⷋ 寸ҷ梜⩺⢚株佁仰‭㻁╙㗸㧈⪶憩䳘Ҹ

ANON⢧栙 2016 〃㢏‽䣋䠓㔷ひ㻊⑤Ὶᾏ虇嬐㜇 欨㾾慹⩺ⷋ㮑⢡䠓Ӂ㞮䖒⪶㎿處⋴⅄㞝㝴ᾥ䛛ӂҸ封⋻ ▇媌⃫―ᾏ亊⎦⎴⌆␄㊞䠓ⴲ≂♐虇ℚ⬑㏢⓿ひ◙拜 ᾙᾏ↚⶞⤚DIY hologram宼∨虇╾⁴⢷㏚㯮ᾙ捜䖍伢 ⌇䠓㞮䖒⪶㎿梊㄀孡吁虇棭⿇䲵▗梊㄀䠓⪹䰉Ὴ槛虖 ⌅⾃⩺䱨ひ◙懚䚷⴩■㕩刁⟷虇╹ⶖⴲ≂宙ㇾ䠋憐仵 䢃㔴䱨⢷ひ◙Ὶᾚ䠓↨恙⁉⩺虇⁴䍮憯刌孉Ӂ┮␪ӂ䠓 《孉虖军⢷⌅ひ◙䏛ᾙ虇╜㻍孡吁Kylo Ren⁴3D嬥孡 ␗朚⪩㩮ら䵘䏸Ҹ ⴩㢮㛈崙┮㢘䠓㫼⑨㮰ゞ虇ANON⑖㝋➦寵ᾜ▛ 䠓‚䏸Ҹ封⋻▇桥䋅㙐㢘㥟‪榧⥮䠓⶗ⵅ虇⃕ᾜ㢒␒ ⎕㎟䓷䱚䠓⢧栙虇∃捜㝋␄㊞军棭姛㫼㎥㮰ゞҸ䉉䠋 㕽⌅㢏⪶䠓䃪␪虇封⋻▇䠓ⴱ㏅╾⁴懚䚷⌅㏏㢘␄㊞ 幖䀟虇⁴⦈檙ᾏ↚▗⃫䠓䘿⨒Ҹ

Headed by: Simon Handford/Sandy Chan, co-founders | Owned by: Independent 35

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

ANON has taken home the gold award in the highly competitive Creative Agency of the Year category. Founded in 2013 by Ogilvy & Mather alumni Simon Handford and Sandy Chan, the agency’s team of 10 serves an impressive portfolio of clients, including Hong Kong Disneyland, Vanguard Investments Hong Kong, Swire Properties and Nike Hong Kong. This relatively small, but prolific team doesn’t pull any punches in its offerings, including TVCs, OOH, digital, product design, packaging, collateral and brand events. In 2016, the agency scored a number of big wins, including Moët Hennessy, FOX Networks Group Asia and JP Morgan, to name a few. Perhaps the most notable campaign from the ANON team in 2016 – although there were more than a few – was the “Star Wars Takeover” for Hong Kong Disneyland, where it created a range of


CREATIVE AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

╊〃䠓搔䓝ㄦῊ䡪ᾥ朆⥝欨㾾⁙〃⌜ⓖᾏ亩虇⫹ㄦ␄

SAATCHI & SAATCHI HONG KONG

㊞仓⎴䠓搏䏛Ҹ Ⅼ䛨弔懝 90% 䠓ⴱ㏅虇⌅㫼⑨䵓䜖‵ᾜ⌜⷏柟 㝋欨㾾⾑⧃虇⁳封⋻▇䂣崙㎟ᾏ↚憩■‭㻁䠓Ӂ␄㊞ 朏㏅ӂ虇⡯㳳 2016 〃⶜䡪ᾥ朆⥝ℕ尹䠓䩉㞾䓷䐈䠓ᾏ 〃Ҹ封⋻▇㙐㢘⪩⋒⒥䠓ⴱ㏅虇憨‪ⴱ⁉䉉憩■ᾼ⢚ ╙‭㻁䠓朏㏅Ҹ

Last year’s bronze winner Saatchi & Saatchi Hong Kong has climbed the rankings to snatch the silver award in this year’s creative category. Retaining over 90% of its clients, 2016 was a special year for Saatchi as it turned itself into a “creative gateway” to Asia – no longer limiting itself to the Hong Kong market. The agency diversified its client portfolio into the China and Asia markets. While Saatchi launched a series of campaigns to rebrand and launch Swire’s malls in Hong Kong, it also reached out to Taikoo Li in Chengdu and Taikoo Li Sanlitun in Beijing, with the campaigns being driven by its team in Hong Kong.

Its key clients include FWD Insurance, Swire Properties, HSBC and Emirates, to name to a few. Saatchi & Saatchi’s motto is “Nothing is Impossible”. The theory behind this is that when people are creative, a game changer and able to embrace change, the impossible becomes possible. Retaining talent – especially millennials, which represent 80% of its staff – is a challenge for agencies. Saatchi empowers them by giving them autonomy via various initiatives such as the co-CEO programme and more. Beyond Hong Kong, it created a WeChat recruitment video to find talent in Greater China.

䡪ᾥ朆⥝⢷欨㾾㔷⎉―ᾏ亊⎦㔷ひ㻊⑤虇䉉⪹╳ ⢿䚱㝦ᾚ䠓欨㾾⛕⧃㏢憯⋷㜿䠓ヱ巰Ҹ㳳⪥虇封⋻▇ 䠓欨㾾⢧栙‵䉉㎟抌懯㺚⪹╳捛ҷᾘ捛ⷾ⪹╳捛㏢憯 ⪩榔㔷ひ㻊⑤Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻ⵛ姪Ⅼ根ҷ⪹╳⢿䚱ҷ䁨巟搏 姛ҷ柎凾拚厹䰉䳘Ҹ 䡪ᾥ朆⥝⁴Ӂ㸡㢘ᾜ╾劌ӂ䉉〶▂搧虇剛ㄛ䠓㊞ ㆬ㞾㢘␄㊞䠓⁉╾㛈崙ᾥ䛛ҷ懸㍘惘崙虇ⶖᾜ╾劌崙 ㎟╾劌Ҹ 㓌䛨⁉㏜虇ⶳ⌅㞾⃣♰⽴⁉㜇80%䠓ⓒ䬶ᾏ⁲虇 㞾封⋻▇棱卷䠓㒠㎿Ҹ䡪ᾥ朆⥝憩懝▓䮽㝈ゞ虇⬑凾 ▗CEO宗␒䳘幵‗⁥↠卹Ὴ㲙Ҹ ⢷欨㾾⁴⪥虇封⋻▇‵媌⃫―ᾏ㵄 WeChat 㑪凧 ㄀䏖虇⢷⪶ᾼ啾⢿Ⓩ⶚㐍⁉㏜Ҹ

Headed by: Alexis Chiu, managing director | Owned by: Publicis Groupe 36


CREATIVE AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

MCGARRYBOWEN HONG KONG

㜿㟘⁲䖕⋻▇mcgarrybowen㌠坘⌅␄㊞⫹ㄦ㢻仓 ⎴䠓搔䓝Ҹ╊〃⌅ᾼᾏ榔⎴⌆⁲姷ㆶ䠓㔷ひ㻊⑤㞾

ManulifeMove虇憨↚␄㜿Ⅼ根㬑ㆄ憩懝仵‗Ⅼ幊㐧 ㏲虇炢⒄ⴱ㏅⪩⇩懚⑤Ҹ封⋻▇ら䱚―ᾏ↚拜▗╾䰎 ㏃㐏姢䠓伫▗。╿虇᾵憩懝梊嬥ҷ佁仰ҷ䫍″Ⱑ汣ҷ㏅

Newcomer mcgarrybowen grabbed bronze in this category – in part for its work on the ManulifeMOVE campaign, a new insurance concept that rewards customers for exercising more. The agency created an integrated platform that utilised wearable technology, and promoted an all-round ad push spanning television, online, social media, outdoor and print. Founded in 2016 by Dentsu Aegis Network,

mcgarrybowen is positioned as a full service agency wired for the digital age. The agency serves an impressive client list, including Manulife, Kimberly-Clark, Kotex, Huggies, Fonterra, Anmum, Anlene, Anchor, Maxim’s, Disneyland, Landmark and Darlie. Within a year, the agency grew from the original two founders to 45 full-time staff. It continued to grow at a fast pace and hired one new person every five day on average.

⪥ひ◙╙。棱ひ◙懁姛ⴲ≂Ҹ

mcgarrybowen䛀梊憩ⴘ▘㜾桕⢧㝋2016 〃 ㎟䱚虇⴩⃜䉉ᾏⵅ䉉㜇䩋㟑⁲军宼䠓⋷棱⁲䖕⋻▇Ҹ 封⋻▇㙐㢘䣍⪩䥴▜䠓ⴱ㏅虇⒔㑻ⴞ⎸ҷKimberly-

C la r kҷ K o t e xҷ H u g g i e sҷ㇕ ⪸ 䋅ҷⴘ 䂎ҷⴘ ㆰҷAnchorҷ儝ㅒҷ欨㾾慹⩺ⷋ㮑⢡ҷ僽⢿ひ⧃╙灠 ⁉䏨匞Ҹ 封⋻▇䠓⁉㜇㝋ᾏ〃⋶ㄭ┮ℕ䠓⋸▜␄愵⁉虇⨭ ␯厂45 ▜⋷分♰⽴Ҹ封⋻▇個倛汧憮⨭朆虇。⣖㵞‣ ⪸凧屚ᾏ▜㜿⁉Ҹ

Headed by: Simone Tam, Greater China CEO | Owned by: Dentsu Aegis Network 38


CREATIVE AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

BBDO HONG KONG BBDO欨㾾伢㴆テ⑐䠓ᾏ〃虇ⴱ㏅Ⅼ䛨䔖懣䠍₌Ὶ䠍虇 ⎸䃳⨭朆汧懣 240%虇㞾封⋻▇㎟䱚53〃ℕ䠓㢏⪶⨭ ⿔Ҹ ⌅ Ὴ 嬐 ⴱ ㏅ ⒔ 㑻 F e d e xҷ 䴼 䏛 ҷ䗹 㶞 橮

BBDO Hong Kong has had a big year – the agency grabbed a finalist spot in the Creative Agency of the Year category, was able to boast a 100% client retention rate, and achieved a whopping 240% profit margin increase – the biggest growth in the office’s 42-year history. Key clients include Fedex, Wrigley, Mars, Mercedes-Benz and Visa – and since last year, quadruple wins on Mattel and Vitasoy. Mattel called an APAC-wide pitch for the

brands Barbie, Hot Wheels, Mega Bloks and Turning Mecard, all of which BBDO won. Vitasoy’s entire tea portfolio also went to the agency, led by a team of talent from all over Greater China. Notable campaigns over the past year included the Snickers slip-ups, where celebrities “slip up” and make hilarious mistakes due to hunger; and the counter-intuitive “No sugarcoating” for Vita, where it challenged competitors’ claims and turned them on their respective heads.

♐ҷMercedes-Benz ╙ Visa虇᾵ 㝋 ╊ 〃 庞ㄦ 儝 㹿 ╙似⁥⬅䠓⡪↜㜿㫼⑨Ҹ儝㹿⋻▇䉉⌅吼㵣ҷHot!

WheelsҷMega Blocks╙Turning Mecard♐䏛懁姛 ⋷䖒㵣䯎㑪㮨虇㢏仑⋷䛀BBDO 䓷ㄦҸ封⋻▇‵庞ㄦ 似⁥⬅䠓㏏㢘哅♐㫼⑨虇᾵䛀ᾏ㚾ℕ卹⪶ᾼ啾⢿Ⓩ䠓 ⁉㏜帯帻Ҹ ⌅懝╊ᾏ〃䠓‽䣋㻊⑤⒔㑻 Snickers 䠓㑌㷃ひ ◙Ӂ利檢尭撓ӂ虇ひ◙䔸䡰㛎ⴱ坬⁉虇佷㎟⫀宏捠╴虖 军似⁥⬅䠓䊰乥哅ⴲ≂ᾏ╜≂伀虇㒠㎿䲅䎼⶜㏚䠓ひ ◙╲埮Ҹ

Headed by: Tze Kiat Tan, CEO of Greater China | Owned by: Omnicom Group

Finalist

UNIPLAN Uniplanᾏ䢃⶜㝋劌⪯庞ㄦ᾵Ⅼ㒐ⴱ㏅⶜⌅㢜⑨䠓ⅰ ㅒ㾀㊮卹巹Ҹ封⋻▇厖⪩↚⋷䖒㢏⪶ҷ㢏䥴▜䠓♐䏛 ▗⃫虇⒔㑻啾䉉ҷ⾃⧭䏍坬姢ⷤҷ㨔庌ㅆ㜾ʟ幢⩺ҷ⑭ 㜾喙㜾╙Mont Blanc虇╊〃㢃㸡㢘ⴱ㏅㖜⫀Ҹ 封⋻▇⌅ᾼᾏ↚‽灭榔䡽㞾捠㸨ᾼ⢚䠓䅂朏⾃灝

eight-metre hot-air balloon that flew over the guests to deliver the main characters on stage, a multimedia finale complete with choreographed fireworks and a stunning light show on the 525 foot tower. Other major projects included the launch event for the Huawei Mate 9; the Moët & Chandon’s Moët Ice Imperial pop up event; and and the inaugural FIA Formula E Hong Kong ePrix. In 2016, the 92-person team won a total of 23 awards globally.

⁉拡〦朚⿤㌅⌇Ҹⴒⶖ名喁䏍旄⧣䠓〤扷㛈憯㎟ᾏ↚ ⪶⤚厭╿虇᾵〵怺宑憯―ᾏ↚8丂䠓䍀㶲䖒Ҹ䍀㶲䖒⢷ 幢ⴱ榼ᾙ橪懝虇ⶖ⪩⃜䂣⎉Ὴ孡憐ᾙ厭╿Ҹ㢏ㄛ虇拜 ▗䋨呀Ⓘ䂣╙525ⷉ⧣㮢㛍䂣䠓⩾孏䍗⋘姷䂣虇䉉幢 ⴱ⿅ℕᾏ㲰⪩Ⱑ汣䠓汣毦Ҹ ⌅⁥捜⪶榔䡽⒔㑻啾䉉Mate 9 䠋⾒㢒ҷMoët & Chandon䠓Moet Ice Imperial㢮朢柟⴩㻊⑤ҷ⁴╙ 欥ⷕ欨㾾梊⑤㝈䮚ゞ庌恙撵㮨庌Ҹ

2016 〃虇憨 㚾 92 ⁉ ⢧ 栙 ⢷ ⋷ 䖒 ⌀ 庞 ㄦ 23 ↚ 䓝榔Ҹ

Headed by: Daphne Choi, managing director | Owned by: Independent 39

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Uniplan prides itself on winning and keeping the confidence of the clients it services. It worked with some of the world’s biggest and most recognisable brands, including Huawei, Art Basel, Mercedes-Benz, Rolls-Royce, and Mont Blanc, with no client losses last year. One of the project highlights for the agency was the grand opening of Sands China’s Parisian Macao; it transformed the base of the Eiffel Tower into a large event stage. It also tailor-made an


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

BRAND CONSULTANCY OF THE YEAR

Local Hero

㢻 ⢮ 咀 桓 䓝 ㄦ Ὴ ANON⢷ ♐ 䏛 槶 ⛞ 仓 ⎴ ⌜ ⫹

ANON

ᾏ捠Ҹ 䛀⫶儝⏜㎟♰Simon Handford╙Sandy Chan 㝋2013〃␄䱚虇憨㚾ⓐ⁉仓㎟䠓⢧栙㢜⑨⪩↚嗦▜ⴱ ㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ榧厹㐤幖欨㾾㢘柟⋻▇ҷ ⪹╳⢿䚱╙Nike 欨㾾䳘Ҹ

Local Hero ANON won another gold, this time in the Brand Consultancy of the Year category. Founded in 2013 by Ogilvy & Mather alumni Simon Handford and Sandy Chan, the agency’s team of 10 serves an impressive portfolio of clients, including Hong Kong Disneyland, Vanguard Investments Hong Kong, Swire Properties and Nike Hong Kong. This relatively small, but prolific team doesn’t pull any punches in its offerings, including TVCs, OOH, digital, product design, packaging, collateral and brand events. In 2016, the agency scored a number of big wins, including Moët Hennessy, FOX Networks Group Asia and JP Morgan, to name a few. Perhaps the most notable campaign from the ANON team in 2016 – although there were more than a few – was the “Star Wars Takeover” for Hong Kong Disneyland, where it created a range of

highly creative collaterals. For example, the print ads were accompanied by a small DIY hologram device to recreate characters from the perpetually popular franchise on your phone – an excellent fit for the space opera attraction. Bus shelter ads used directional speakers to send messages only to people standing directly beneath them to create the illusion of hearing “the force”, while the billboards featured villain Kylo Ren seemingly cutting through buildings using a 3D perspective in the creative. Regularly eschewing the retainer-based business model, ANON is not afraid to do things differently. While the agency naturally has specialists in certain disciplines, it does not employ separate teams and focuses on creative ideas, rather than disciplines or formats. To top it all off, it gives clients access to all its creative resources to nurture a collaborative environment.

憨㚾嬞㮰䢇⶜悒⶞ҷ⃕䚮䚱␪毩⁉䠓⢧栙⢷䚱 ♐㢜⑨㝈棱䠓⵵␪‵ᾜⵈㆌ嬥虇⌅㫼⑨䵓⢜⒔㑻梊 嬥ひ◙ҷ㏅⪥ひ◙ҷ䚱♐宼宗ҷ⒔婬ҷⴲ≂㣟㜨╙♐ 䏛㻊⑤Ҹ封⋻▇㝋2016 〃庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻拸㈔ 恡ⷋ寸ҷ梜⩺⢚株佁仰‭㻁╙㗸㧈⪶憩䳘Ҹ

ANON⢧栙 2016 〃㢏‽䣋䠓㔷ひ㻊⑤Ὶᾏ虇嬐 㜇欨㾾慹⩺ⷋ㮑⢡䠓Ӂ㞮䖒⪶㎿處⋴⅄㞝㝴ᾥ䛛ӂҸ封 ⋻▇媌⃫―ᾏ亊⎦⎴⌆␄㊞䠓ⴲ≂♐虇ℚ⬑㏢⓿ひ◙ 拜ᾙᾏ↚⶞⤚DIY hologram宼∨虇╾⁴⢷㏚㯮ᾙ捜 䖍伢⌇䠓㞮䖒⪶㎿梊㄀孡吁虇棭⿇䲵▗梊㄀䠓⪹䰉 Ὴ槛虖⌅⾃⩺䱨ひ◙懚䚷⴩■㕩刁⟷虇╹ⶖⴲ≂宙ㇾ 䠋憐仵䢃㔴䱨⢷ひ◙Ὶᾚ䠓↨恙⁉⩺虇⁴䍮憯刌孉Ӂ ┮␪ӂ䠓《孉虖军⢷⌅ひ◙䏛ᾙ虇╜㻍孡吁Kylo Ren ⁴3D嬥孡␗朚⪩㩮ら䵘䏸Ҹ ⴩㢮㛈崙┮㢘䠓㫼⑨㮰ゞ虇ANON⑖㝋➦寵ᾜ▛ 䠓‚䏸Ҹ封⋻▇桥䋅㙐㢘㥟‪榧⥮䠓⶗ⵅ虇⃕ᾜ㢒␒ ⎕㎟䓷䱚䠓⢧栙虇∃捜㝋␄㊞军棭姛㫼㎥㮰ゞҸ䉉䠋 㕽⌅㢏⪶䠓䃪␪虇封⋻▇䠓ⴱ㏅╾⁴懚䚷⌅㏏㢘␄㊞ 幖䀟虇⁴⦈檙ᾏ↚▗⃫䠓䘿⨒Ҹ

Headed by: Simon Handford/Sandy Chan, co-founders | Owned by: Independent 40


BRAND CONSULTANCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

EIGHT PARTNERSHIP ⋺㝈凾㠉⶗㹷㝋㜃▗⌅宼宗㫼⑨⁴␄憯♐䏛汣毦虇 㳳厘䉉封⋻▇⿅ℕ⡭⧀虇᾵⫹ㄦ♐䏛槶⛞仓⎴䠓搏 䓝Ҹ封⋻▇㝋2016 〃⢷⋷䖒▓⢿㔷⎉―⪩榔⪶⤚榔 䡽虇⒔㑻楢⢚ҷ㝴㢻ҷ㵪捛婧㜾ҷ欻䏍⁲⪺ҷ㹿⢚ҷ㜿

Some of its work has included redesigning luxury apartments in Tokyo, rebranding and redesigning Facebook’s Seoul offices, product design for a British audio brand, and perhaps most notably, its work with Cathay Dragon. Entering its third year with Cathay Pacific, 2016 resulted in a massive effort to redesign Cathay Dragon’s brand experience (previously DragonAir), as well as global signage efforts, promotional state-of-the-art air-to-air footage of new planes and launch films and in-flight safety videos, to name a few.

␯⣰ҷ䅂㻁ҷ亟嬎垼虇䜅䋅ⶠᾜ―欨㾾╙ᾼ⢚Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻灠䦂桕⢧ҷ⢚㹿厹䰉ҷTHXҷ╾╲ ╾㮑ҷDysonҷ㼆㺚⋻⢡╙㩽⪶し虇封⋻▇䉉憨‪ⴱ ㏅㕟K䳥䛴ҷ䚱♐ҷ䰉朢╙憩宙宼宗Ҹ ⌅ᾏ‪Ὴ嬐榔䡽⒔㑻捜㜿宼宗㤀※䠓巹啾⋻ⵢҷ 捜㜿宼宗Facebook 䠓欥䏍愵‚埤╙⌅ヱ巰ҷ䉉咀⢚ 概榎♐䏛宼宗䚱♐ҷ⁴╙㢏⇋ㄦ㹷㊞䠓㍘封㞾⢚㹿 㾾焜䠓♐䏛棸㜿榔䡽Ҹ

2016 〃㮨尛嗦封⋻▇厖⢚㹿厹䰉▗⃫䠓䲻ᾘ↚ 〃榼虇封⋻▇厃␪䉉⢚㹿㾾焜虃⏜䯀㾾焜厹䰉虄捜㜿 宼宗♐䏛汣毦虇⁴╙㔷⎉⋷㜿♐䏛㮨尛ҷ⋗懁䠓㜿橪 㯮㯮怺宼宗ҷ㔷⎉㄀䏖╙㯮ᾙⴘ⋷ⴲ≂䏖䳘Ҹ

Headed by: Chris Fjelddahl, founder and partner | Owned by: Independent 41

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Eight Partnership put its focus on “integrating design disciplines to create brand experiences”, a move that has paid off for the agency with a silver in Brand Consultancy of the Year. In 2016, it delivered large projects all over the world, including South Korea, Japan, Mauritius, Maldives, Thailand, Singapore, Australia, New Zealand, Hong Kong and China. Key clients for the agency include Blackstone, Cathay Pacific, THX, Coco-Cola, Dyson, Ocean Park and Mori Building for which it provides strategy, product, space and communications design.


BRAND CONSULTANCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

Prophet 欥㲰䠊ᾙ宼宗仓⎴᾵庞ㄦ⌯恜ⶅ〶虇▛㟑⫹

PROPHET

ㄦ♐䏛槶⛞仓⎴䠓搔䓝Ҹ 封 ⋻▇ 㢏 ⁳⁉ 䥩䡽䠓 榔䡽虇㞾 䉉 ⪶ 抌㢒⁉⪌ 㔷 ⎉―⋷ 㜿 䠓 ⋷ 䖒 ♐ 䏛 ヱ 巰虇␄ 憯 ⋷ 㜿 䠓 㮨 尭 ӁNavigating life togetherӂ虇㢏㜿ₐ㫼㮨尛‵㔰 䚷⼓㜿嬥孉宼宗╙ᾜ▛⳦汣虇⁴坜吁厖伯吁仟▗䉉 ӁMӂ⤚䲵埮⃫䉉⪶抌㢒⁉⪌䠓㜿㮨尛Ҹ

Prophet landed in the design agency category for the first time with a prestigious gold award; as well as taking out bronze for Brand Consultancy of the Year. A notable project for the agency was leading a global rebrand for MetLife, creating a new tag line – “Navigating life together” – along with a new visual identity – a blue and green stylised “M” that serves as MetLife’s new logo. Prophet also helped Marriott relaunch “Li Yu”, its Chinese outbound traveller programme, with a refreshed brand identity and a suite of new signature experiences. While believing relevance is the single greatest determining factor for a brand’s long-term

success, in 2016, the firm surveyed more than 10,000 consumers in China on 279 brands across 27 industries to develop its inaugural “brand relevance index” for China. This year, formerly the long-standing Asia CEO of J. Walter Thompson, Tom Doctoroff, joined the branding agency as a senior partner. With offices in Atlanta, Berlin, chicago, Hong Kong, London, New York, Richmond, San Francisco and Zürich, it operates as one global company, with one single global P&L structure. At the end of 2016, Prophet relocated from its former office location on Garden Road to a new, contemporary and more creative space in the heart of Causeway Bay.

Prophet╗䉉喻巹拡〦捜㜿㔷⎉ᾼ⢚⎉⨒㝔ⴱ Ӂ䬽懖ӂ㳍ⴱ宗␒虇᾵拜▗凂䡽ᾏ㜿䠓♐䏛ヱ巰╙ᾏ 亊⎦⼓㜿䠓䐈吁汣毦Ҹ ⦔ⅰ䢇杫ㆶ㞾♐䏛朆懯㎟␮䠓⚾ᾏ㢏捜嬐⡯ 亯虇封⋻▇⢷ 2016 〃⶜ᾏ喻⪩▜ᾼ⢚㼗幊冔懁姛―屎 㥴虇⎕㤟―27↚姛㫼䠓 279 ↚♐䏛虇⋻⃗ Prophet ⢷ ᾼ⢚⢿Ⓩ䠓䲻ᾏ↚Ӂ♐䏛䢇杫ㆶ㒖㜇ӂҸ ⁙〃虇㛗␪㠉⮐㿾懫⪩〃䠓⏜‭⪹Ⓩ姛㛎俌婐 ⚟摂䅳␯䡮封♐䏛⁲䖕⋻▇虇㙣₊幖㾀▗⪴⁉Ҹ ⢷‭䐈垼⪶ҷ㥞㤦ҷ听␯♴ҷ欨㾾ҷ↺㛵ҷ亟亓ҷ ⎦㹊㜖ҷᾘ坸⾑╙垖灝ᾥ⣖宼㢘愵‚埤虇Prophet⃫ 䉉ᾏⵅ⋷䖒⒥⋻▇虇㔰╥✽ᾏ䠓⋷䖒P&L㥅㭚Ҹ

2016〃〤虇Prophet⃜㝋呀⢡懢䠓⏜愵‚埤戆ㄏ 搔昋䇲ㅒ卮⢿㵄虇㏢憯ᾏ↚㙐㢘㢃⪩␄㊞䰉朢䠓⼓ 㜿䖍⁲⒥愵⋻ⴳҸ

Headed by: Jay Milliken, senior partner | Owned by: Independent 42


BRAND CONSULTANCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

GREY GROUP HONG KONG 嗪䗭桕⢧捜㜿⴩⃜䉉Ӂᾥ䛛ᾏ㻐䠓␄㊞⎬␄⋻▇ӂ虇 ⁴崙棸䠓ᾏ〃ℕ㌅䫬⌅ᾏ䠍◷〃Ҹ⢷欨㾾虇封⋻▇ 庞ㄦ⋷〃㢏⪶䠓⋷䖒ⴱ㏅Ὶᾏ欨㾾㝔懙䠋ⷤ⷏䠓㫼 ⑨虇᾵ⶖ⌅㢻⢿愵‚埤惘崙㎟䉉ᾏ↚⋷䖒␄㊞䰉朢虇

Grey Group had a transformative year in 2016, during which it celebrated its 100th birthday, as the agency repositioned itself as a “world-class creative start-up”. In Hong Kong, it landed one of the year’s biggest global accounts with Hong Kong Tourism Board. Grey also transformed its local office into a global creative space to solidify its relationship with HSBC. Notable campaigns in 2016 included HKTB’s “Shifting through the lens of locals” , where it leveraged local insights to showcase the best of Hong Kong, which resulted in more than 249 million video views, and a big increase in consideration for visiting Hong Kong. Perhaps the flashiest campaign, however, was the

transformation of the HSBC guardian lions into the widely covered “rainbow lions” – combining feng shui with pro-LGBT designs in support of HSBC’s message of diversity and inclusion. Amid heated debate, and even calls to remove the lions, HSBC stood by its values and was buoyed by overwhelming public support. The campaign garnered more than $6,333,000 in PR value and increased internal Pride network membership by 340%. Grey also overhauled its internal culture by centring itself around a simple message: “We only do what others care about”. Additionally, it started organising weekly sharing sessions and drinks and delicacies every Friday.

⁴椞⢉厖䁨巟搏姛䠓▗⃫杫⅑Ҹ ⌅ 2016 〃䠓捜灭㔷ひ㻊⑤⒔㑻㝔䠋⷏䠓Ӂ㢻⢿ ⁉䣋ᾼ䠓惘崙ӂ㔷ひ㻊⑤Ҹ封⋻▇⁴㢻⢿⁉䠓孡〵ⷤ 䫉欨㾾㢏⬌䠓ᾏ棱虇仟㤫㄀䏖撓ㄦ弔懝3/5:⊓㲰孏䢚 㲰㜇虇‵⁳冒㋽⎿容欨㾾䠓㝔ⴱ⁉㜇⪶⨭Ҹ军⌅㢏‽ 䣋䠓㔷ひ㻊⑤虇㞾ⶖ䁨巟搏姛䠓䦂䓔ⳟ崙㎟Ӂヸ堈䓔 ⳟӂ虇ⶖ樷㷃厖巰ㅄㆶⶠ㜇儳汣䠓宼宗䢇仟▗虇⁴≂ 懭⎉䁨巟搏姛⪩⋒⒥╙⒔ⵈ䠓宙ㇾҸ封㻊⑤イ䠋䍀 䉗宝履虇䚩厂㢘⁉㕟⎉嬐㑕柳䓔ⳟ虇⃕䁨巟搏姛⦔㒐 䱚⧃虇᾵ㄦ⎿⋻䣍䠓⪶␪㚾㒐Ҹ封㔷ひ㻊⑤䔁ㄦ弔懝

633.3喻儝⋒䠓⋻杫⊈⇋虇᾵ℎ⌅⋶扷Pride佁仰䠓㢒 ♰⨭␯―340虀Ҹ 嗪䗭桕⢧⁴ᾏ↚䶰✽䠓䖕ㆄ⃫䉉⌅⋶扷㜖⒥㛈 棸䠓㧇ㅒ處Ӂ㎠↠╹⇩⎴⁉杫ㅒ䠓‚ӂҸ㳳⪥虇⁥↠䖍 㟑憱㞮㢮‣㢒仓俣㵞懀⎕›㢒虇᾵㕟K檁♐╙⶞橮Ҹ

Headed by: Sarah Trombetta, CEO | Owned by: WPP

Finalist

MCCANN HEALTH ㄭ棸㜿欨㾾伫▗勺䞳ᾼㅒ虃HKIOC虄䠓㜇䩋䳥䛴。 ╿ҷ⎿䉉悬䗭䠓Ⓩ⥮媌坴㢜⑨懁姛♐䏛㔷ひ╙⴩儸 㢜⑨虇瀴刾⇴う⁙〃㌠坘憌㷑␄㊞䉉㢻䠓㜖⒥ℕら 䱚㫼⑨虇ℎ⌅㎟␮㏢⋴♐䏛槶⛞仓⎴䠓‣テҸ

in 2013, has a client retention rate of more than 90%, with key relationships averaging more than five years. The agency captured regional business for Pfizer and Amgen, while maintaining long-term partnerships with international clients such as GlaxoSmithKline, MSD, CSL Behring and Takeda. The agency had three key hires last year, with Connie Lo as managing director of McCann Health Hong Kong and the PRD office; Pierre Loo as executive creative director; and Cynthia Wong as talent director for Greater China.

封⋻▇⢷う⥝⢚株␄㊞䵏庞ㄦᾘ榔捠䓔䓝虇㞾 ⪶ᾼ啾⢿Ⓩ欥↚挺䟑⇴う榧⥮䠓捠䓔䓝Ҹ 封⋻▇㝋2013〃捜慣欨㾾⾑⧃虇⌅䡽⏜䠓ⴱ㏅Ⅼ 䛨䔖懣 90虀⁴ᾙ虇᾵厖Ὴ嬐ⴱ㏅▗⃫。⣖弔懝‣〃Ҹ 封⋻▇▛㟑‵䔁ㄦ悬䗭╙ⴘ懁䠓Ⓩ⥮㫼⑨虇᾵厖嗪 垼亯▁⋚ҷ儝⢚灧㸨㤀ҷ∠䐈帬㤦╙㳵䚿坴♐䳘⢚株 ⴱ㏅Ⅼ㒐朆㢮▗⃫杫⅑Ҹ 封⋻▇╊〃⨭凧ᾘ▜Ὴ嬐♰⽴虇⌅ᾼConnie Lo 䉉瀴刾⇴う欨㾾╙䕯ᾘ孡愵‚埤嗲‚俌伢䖕ҷPierre

Loo䉉⦆姛␄㊞俌䡲ҷCynthia Wong 㝋2016〃7㢗䔁 ₊☌䉉⪶ᾼ啾Ⓩ⁉‚俌䡲Ҹ

Headed by: Connie Lo, managing director | Owned by: McCann Worldgroup 43

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

From revamping the Hong Kong Integrated Oncology Centre’s digital strategic platform to branding and defining services for Pfizer’s regional pharma initiative, McCann Health built its business by pursuing an idea-centric culture to make it as a finalist in the Brand Consultancy of the Year category. The agency was rewarded with three Gold Lions at Cannes, the first healthcare Gold Lion in the Greater China region. McCann Health, which re-entered Hong Kong


DESIGN AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

Prophet 欥㲰䠊ᾙ宼宗仓⎴᾵庞ㄦ⌯恜ⶅ〶虇▛㟑⫹

PROPHET

ㄦ♐䏛槶⛞仓⎴䠓搔䓝Ҹ 封 ⋻▇ 㢏 ⁳⁉ 䥩䡽䠓 榔䡽虇㞾 䉉 ⪶ 抌㢒⁉⪌ 㔷 ⎉―⋷ 㜿 䠓 ⋷ 䖒 ♐ 䏛 ヱ 巰虇␄ 憯 ⋷ 㜿 䠓 㮨 尭 ӁNavigating life togetherӂ虇㢏㜿ₐ㫼㮨尛‵㔰 䚷⼓㜿嬥孉宼宗╙ᾜ▛⳦汣虇⁴坜吁厖伯吁仟▗䉉 ӁMӂ⤚䲵埮⃫䉉⪶抌㢒⁉⪌䠓㜿㮨尛Ҹ

Prophet landed in the design agency category for the first time, taking out the prestigious gold award; as well as winning bronze for Brand Consultancy of the Year. A notable project for the agency was leading a global rebrand for MetLife, creating a new tag line – “Navigating life together” – along with a new visual identity – a blue and green stylised “M” that serves as MetLife’s new logo. Prophet also helped Marriott relaunch “Li Yu”, its Chinese outbound traveller programme, with a refreshed brand identity and a suite of new signature experiences. Believing relevance is the single greatest determining factor for a brand’s long-term

success, in 2016, the firm surveyed more than 10,000 consumers in China on 279 brands across 27 industries to develop its inaugural “brand relevance index” for China. This year, formerly the long-standing Asia CEO of J. Walter Thompson, Tom Doctoroff, joined the branding agency as a senior partner. With offices in Atlanta, Berlin, Chicago, Hong Kong, London, New York, Richmond, San Francisco and Zürich, it operates as one global company, with one single global P&L structure. At the end of 2016, Prophet relocated from its former office location on Garden Road to a new, contemporary and more creative space in the heart of Causeway Bay.

Prophet╗䉉喻巹拡〦捜㜿㔷⎉ᾼ⢚⎉⨒㝔ⴱ Ӂ䬽懖ӂ㳍ⴱ宗␒虇᾵拜▗凂䡽ᾏ㜿䠓♐䏛ヱ巰╙ᾏ 亊⎦⼓㜿䠓䐈吁汣毦Ҹ ⦔ⅰ䢇杫ㆶ㞾♐䏛朆懯㎟␮䠓⚾ᾏ㢏捜嬐⡯ 亯虇封⋻▇⢷ 2016 〃⶜ᾏ喻⪩▜ᾼ⢚㼗幊冔懁姛―屎 㥴虇⎕㤟―27↚姛㫼䠓 279 ↚♐䏛虇⋻⃗ Prophet ⢷ ᾼ⢚⢿Ⓩ䠓䲻ᾏ↚Ӂ♐䏛䢇杫ㆶ㒖㜇ӂҸ ⁙〃虇㛗␪㠉⮐㿾懫⪩〃䠓⏜‭⪹Ⓩ姛㛎俌婐 ⚟摂䅳␯䡮封♐䏛⁲䖕⋻▇虇㙣₊幖㾀▗⪴⁉Ҹ ⢷‭䐈垼⪶ҷ㥞㤦ҷ听␯♴ҷ欨㾾ҷ↺㛵ҷ亟亓ҷ ⎦㹊㜖ҷᾘ坸⾑╙垖灝ᾥ⣖宼㢘愵‚埤虇Prophet⃫ 䉉ᾏⵅ⋷䖒⒥⋻▇虇㔰╥✽ᾏ䠓⋷䖒P&L㥅㭚Ҹ

2016〃〤虇Prophet⃜㝋呀⢡懢䠓⏜愵‚埤戆ㄏ 搔昋䇲ㅒ卮⢿㵄虇㏢憯ᾏ↚㙐㢘㢃⪩␄㊞䰉朢䠓⼓ 㜿䖍⁲⒥愵⋻ⴳҸ

Headed by: Jay Milliken, senior partner | Owned by: Independent 44


DESIGN AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

Local Hero

EIGHT PARTNERSHIP 搏䓝⌋㢻⢮咀桓䓝ㄦῊ⋺㝈凾㠉⶗㹷㝋㜃▗⌅宼宗 㫼⑨⁴␄憯♐䏛汣毦虇㳳厘䉉封⋻▇⿅ℕ―⡭⧀Ҹ封 ⋻▇㝋2016 〃⢷⋷䖒▓⢿㔷⎉―⪩榔⪶⤚榔䡽虇⒔㑻 楢⢚ҷ㝴㢻ҷ㵪捛婧㜾ҷ欻䏍⁲⪺ҷ㹿⢚ҷ㜿␯⣰ҷ䅂 㻁ҷ亟嬎垼虇䜅䋅ⶠᾜ―欨㾾╙ᾼ⢚Ҹ

Facebook’s Seoul offices, product design for a British audio brand, and perhaps most notably, Cathay Dragon. Entering its third year with Cathay Pacific, 2016 resulted in a massive effort to redesign Cathay Dragon’s brand experience (previously DragonAir), as well as global signage efforts, promotional state-of-the-art air-to-air footage of new planes, launch films and in-flight safety videos, to name a few. Established in 1993 by Norwegian brothers Bjorn and Chris Fjelddahl, Eight Partnership delivers brand strategy, design and communications for companies.

⌅Ὴ嬐ⴱ㏅⒔㑻灠䦂桕⢧ҷ⢚㹿厹䰉ҷTHXҷ╾╲ ╾㮑ҷDysonҷ㼆㺚⋻⢡╙㩽⪶し虇封⋻▇䉉憨‪ⴱ ㏅㕟K䳥䛴ҷ䚱♐ҷ䰉朢╙憩宙宼宗Ҹ ⌅ᾏ‪Ὴ嬐榔䡽⒔㑻捜㜿宼宗㤀※䠓巹啾⋻ⵢҷ 捜㜿宼宗Facebook 䠓欥䏍愵‚埤╙⌅ヱ巰ҷ䉉咀⢚ 概榎♐䏛宼宗䚱♐ҷ⁴╙㢏⇋ㄦ㹷㊞䠓㍘封㞾⢚㹿 㾾焜䠓♐䏛棸㜿榔䡽Ҹ

2016 〃㮨尛嗦封⋻▇厖⢚㹿厹䰉▗⃫䠓䲻ᾘ↚ 〃榼虇封⋻▇厃␪䉉⢚㹿㾾焜虃⏜䯀㾾焜厹䰉虄捜㜿 宼宗♐䏛汣毦虇⁴╙㔷⎉⋷㜿♐䏛㮨尛ҷ⋗懁䠓㜿橪 㯮㯮怺宼宗ҷ⁴╙㔷⎉㄀䏖╙㯮ᾙⴘ⋷ⴲ≂䏖䳘Ҹ ⋺㝈凾㠉㝋1993 〃䛀㒹⮐⋓ギ Bjorn 厖 Chris Fjelddahl㎟䱚虇䉉ₐ㫼㕟K♐䏛䳥䛴ҷ宼宗╙憩宙 㢜⑨Ҹ

Headed by: Chris Fjelddahl, founder and partner | Owned by: Independent 45

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Silver and Local Hero winner Eight Partnership puts its focus on “integrating design disciplines to create brand experiences”, a move that has paid off for the agency. In 2016, it delivered large projects all over the world, including South Korea, Japan, Mauritius, Maldives, Thailand, Singapore, Australia, New Zealand, Hong Kong and China. Key clients for the agency include Blackstone, Cathay Pacific, THX, Coco-Cola, Dyson, Ocean Park and Mori Building, for which it provides strategy, product, space and communications design. Some of its work includes redesigning luxury apartments in Tokyo, rebranding and redesigning


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

DESIGN AGENCY OF THE YEAR

Bronze

䛀⫶儝⏜㎟♰Simon Handford╙Sandy Chan㝋 2013 〃␄䱚虇憨㚾ⓐ⁉仓㎟䠓⢧栙㢜⑨⪩↚嗦▜ⴱ

ANON

㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ榧厹㐤幖欨㾾㢘柟⋻▇ҷ ⪹╳⢿䚱╙Nike 欨㾾䳘Ҹ 憨㚾嬞㮰䢇⶜悒⶞ҷ⃕䚮䚱␪毩⁉䠓⢧栙⢷䚱 ♐㢜⑨㝈棱䠓⵵␪‵ᾜⵈㆌ嬥虇⌅㫼⑨䵓⢜⒔㑻梊

Founded in 2013 by Ogilvy & Mather alumni Simon Handford and Sandy Chan, the agency team of 10 serves an impressive portfolio of clients, including Hong Kong Disneyland, Vanguard Investments Hong Kong, Swire Properties and Nike Hong Kong. This relatively small, but prolific team doesn’t pull any punches in its offerings, including TVCs, OOH, digital, product design, packaging, collateral and brand events. In 2016, the agency scored a number of big wins, including Moët Hennessy, FOX Networks Group Asia and JP Morgan, to name a few. The most notable campaign from the ANON team in 2016 was the “Star Wars Takeover” for Hong Kong Disneyland, where the agency created a range of creative collaterals.

For example, the print ads were accompanied by a small DIY hologram device to recreate characters from the perpetually popular franchise on your phone – an excellent fit for the space opera attraction. Bus shelter ads used directional speakers to send messages only to people standing directly beneath them to create the illusion of hearing “the force”, and their billboards featured villain Kylo Ren seemingly cutting through buildings using a 3D perspective in the creative. Additionally, the agency organised the “Where Christmas is Made” campaign at Pacific Place late last year, setting up a beautiful display with pop-up shops, sights, smells, sounds and a professional Santa Clause.

嬥ひ◙ҷ㏅⪥ひ◙ҷ䚱♐宼宗ҷ⒔婬ҷⴲ≂㣟㜨╙♐ 䏛㻊⑤Ҹ封⋻▇㝋2016 〃庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻拸㈔ 恡ⷋ寸ҷ梜⩺⢚株佁仰‭㻁╙㗸㧈⪶憩䳘Ҹ

ANON⢧栙 2016 〃㢏‽䣋䠓㔷ひ㻊⑤Ὶᾏ虇嬐 㜇欨㾾慹⩺ⷋ㮑⢡䠓Ӂ㞮䖒⪶㎿處⋴⅄㞝㝴ᾥ䛛ӂҸ封 ⋻▇媌⃫―ᾏ亊⎦⎴⌆␄㊞䠓ⴲ≂♐虇ℚ⬑㏢⓿ひ◙ 拜ᾙᾏ↚⶞⤚DIY! hologram宼∨虇╾⁴⢷㏚㯮ᾙ捜 䖍伢⌇䠓㞮䖒⪶㎿梊㄀孡吁虇棭⿇䲵▗梊㄀䠓⪹䰉 Ὴ槛虖⌅⾃⩺䱨ひ◙懚䚷⴩■㕩刁⟷虇╹ⶖⴲ≂宙ㇾ 䠋憐仵䢃㔴䱨⢷ひ◙Ὶᾚ䠓↨恙⁉⩺虇⁴䍮憯刌孉Ӂ ┮␪ӂ䠓《孉虖军⢷⌅ひ◙䏛ᾙ虇╜㻍孡吁Kylo Ren ⁴3D 嬥孡␗朚⪩㩮ら䵘䏸Ҹ 㳳⪥虇封⋻▇╊〃〤⢷⪹╳ひ⧃厘愵Ӂ Where Christmas is Madeӂ慝凥尤㻊⑤虇拜▗柟㟑〦ҷ嬥 孉ҷ☂孉ҷ刁概ҷ⁴╙凥尤冐⁉虇㏢憯―ᾏ⧃⁳⁉幭ㅒ ㈔䡽䠓ⷤ孌Ҹ

Headed by: Simon Handford/Sandy Chan, co-founders | Owned by: Independent 46


DESIGN AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

ACCENTURE INTERACTIVE, GREATER CHINA ⥒㩽⚁‡⑤ⷻ⥒㩽⚁㝦ᾚ䠓ᾏⵅ㜇䩋ひ◙⁲䖕⋻ ▇虇㝷⢷㏢憯⌆崙棸ㆶ䠓ⴱ㏅汣毦Ҹ憩懝憲㔴宼宗ҷ

Accenture Interactive, a part of Accenture Digital, which, in turn, is part of Accenture, is a digital agency that envisions creating the next transformative customer experience. Through connected offerings in design, marketing, content and commerce, it has been serving local and international giants such as Towngas, adidas, Hong Kong Tourism Board, MTR, P&G and Philips.

New clients over the past year included Vans, Sony, Dyson, Chanel and Hennessy. Moreover, the agency puts itself as being “digital-first” with a strong focus on strategic consulting in digital services. In line with this philosophy, Accenture Interactive opened its new digital studio to provide both a place to work, and a place to showcase all the work it has been responsible for.

⾑⧃㔷ひҷ⋶ⵈ╙⛕㫼㝈棱䠓䚱♐虇封⋻▇ᾏ䢃䉉㢻 ⢿╙⢚株ₐ㫼㕟K㢜⑨虇⬑䋳㶲⋻▇ҷadidasҷ欨㾾 㝔懙䠋ⷤ⷏ҷ㾾旄ҷⶅ䃣╙橪⎸㻵䳘Ҹ ⥒㩽⚁‡ ⑤╊〃庞ㄦ䠓㜿ⴱ㏅⒔㑻

VansҷSonyҷDysonҷChanel╙HennessyҸ㳳⪥虇 ⴒ⴩⃜䉉Ӂ㜇⳦䉉⋗ӂ䠓⁲䖕⋻▇虇⶗㹷㝋㕟K㜇䩋 䳥䛴屽寱㢜⑨Ҹ䭘㐎憨ᾏ䖕ㆄ虇⥒㩽⚁‡⑤朚宼㜿䠓 㜇䩋⽴⃫ⴳ虇⁴⃫䉉ᾏ↚㝱╾⽴⃫虇╗╾ⷤ䫉⌅⃫♐ 䠓⢿㝈Ҹ

Headed by: Jason Chau, head of Accenture Interactive in Greater China | Owned by: Accenture

Finalist

FIMMICK Fimmick㞾欨㾾㎟␮㛔‚Ὶᾏ虇᾵ᾏ䢃Ⅼ㒐。䯸■ ᾙ䠓䠋ⷤҸ封⋻▇䡽⏜⢷㝴㢻ҷ╿䇲╙欨㾾宼㢘愵‚ 埤虇2016 〃㢃庞ㄦ⪩↚⪶ⴱ㏅虇▛㟑撓ㄦ⁳⁉崩➕䠓 ⴱ㏅Ⅼ䛨䔖Ҹ

gift redemption game – “We shake we win”. The campaign generated a considerable increase in new customers, online applications and overshot the KPIs. Staff at Fimmick are also welcomed to join the internal “lunch with management” and “dialogue with CEO” programmes where they can chat freely with their superiors on any interesting topics, and join numerous monthly and year-round training programmes. Fimmick promotes a healthy work-balance in the company; a tough goal for any agency.

⌅Ὴ嬐ⴱ㏅⒔㑻㢻⢿╙⋷䖒♐䏛虇⬑⪹╳ҷ欨 㾾庌欻㢒ҷ㞮ⷤ搏姛ҷRevlonҷThe Body Shopҷ Marks & Spencer╙ㄽ恮Ҹ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇䉉WeWa㔷⎉―欨㾾欥 㳍⋷␮劌ⅰ䚷⓰㍘䚷䮚ゞ虇᾵㕟K䓷䐈䠓│㟑䬽♐⋛ 㕪懙㏁We shake we winҸ封㻊⑤䉉㜿ⴱ㏅⁉㜇╙佁 ᾙ㍘䚷䔖⿅ℕ╾孏䠓⨭⿔虇᾵弔弙―杫攄俍㛗㒖㮨Ҹ

Fimmick 䠓♰⽴⣖㳰慝╒␯⋶扷䠓厖䴰䖕ⷳⓗ 檟╙厖 CEO ⶜尀㻊⑤虇⁥↠╾⁴样㟑彮ᾙ▇屖履₊ ⃤㢘弲䠓尀槛虇‵╾╒厖䣍⪩㢗〵╙⋷〃䠓⦈客宗 ␒Ҹ㳳⪥虇封⋻▇╗炢⒄⇴う䠓⽴⃫厖䚮㻊。姰虇憨 ⶜₊⃤ひ◙⁲䖕⋻▇ℕ尹抌㞾ᾏ↚⌆桲〵䠓䡽㮨Ҹ

Headed by: Willy Lai, co-founder and business director | Owned by: Independent 47

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Fimmick is one of Hong Kong’s own success stories, and is still on a steady curve upwards. It has offices in Japan, Taiwan and Hong Kong. 2016 saw a number of big client wins, while boasting impressive client retention numbers at the same time. Its impressive portfolio includes local and global names such as Swire, HKJC, DBS, Revlon, The Body Shop, Marks & Spencer and Microsoft. In terms of campaigns, for WeWa, the agency launched Hong Kong’s first fully functional credit card app with a unique instant


DIGITAL AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

OMD HONG KONG

㜇䩋䍮摆⾁㎟䉉⾑⧃㔷ひ䳥䛴仓▗䠓Ὴ孡虇憩懝㕟 K劌⪯⿅ℕ朆懯㫼⑨㄀榎䠓㢘㛗孲㸉㝈㧗虇㻸殿Ⱑ 汣欨㾾㎟䉉㜇䩋仓⎴䠓捠䓝ㄦῊ虇⵵厂▜㴇Ҹ

With digital becoming a staple in the marketing strategy mix by delivering effective solutions which bring long-term business impact, OMD Hong Kong has proven itself as the gold winner in the digital category. In 2016, OMD Hong Kong implemented a full-scale agency restructuring. Deric Wong, previously managing partner of strategy at OMD China and OMG Hong Kong, was appointed as OMD Hong Kong’s new CEO to bring a positive change. Under the new leadership, the agency embraced new digital expertise and talent, and enhanced products through the adoption of

data and technology as well as cultivating a new model of collaboration with clients. The agency’s iconic work throughout the year included the McDonald’s “for you” project. The agency created personalised messages that rode on relevant moments of different customer preferences, digital behaviours and lifestyles, which successfully stimulated sales. It also launched Hong Kong’s first video content landscape study covering free and paid TV, and digital video content platforms, to understand the changes in audiences’ viewing behaviour.

㻸殿Ⱑ汣欨㾾㝋2016〃㔷姛―⋷棱䠓⁲䖕⋻▇ 捜仓虇㻸殿Ⱑ汣ᾼ⢚╙ⴞ䡮Ⱑ汣桕⢧欨㾾䠓⏜嗲‚ ▗⪴⁉灒⢚㜖䔁₊☌䉉㻸殿Ⱑ汣欨㾾㜿₊姛㛎俌婐虇 ⁴⿅ℕ䯜㬄䠓崙⒥Ҹ ⢷㜿䴰䖕ⷳ⿅榧ᾚ虇封⋻▇懚䚷⼓㜿㜇䩋⶗㫼 䥴峧╙⪥⢚⁉㏜虇⁴╙憩懝㜇㙩╙㐏姢㍘䚷㕟ⓖ䚱 ♐虇᾵䉉ⴱ㏅⦈檙―㜿䠓▗⃫㮰ゞҸ 封⋻▇懝╊ᾏ〃䠓⁲姷⃫♐⒔㑻瀴䜅⑭䠓 for you榔䡽Ҹ封⋻▇㧈㙩ᾜ▛槶ⴱ䠓✫⬌ҷ㜇䩋姛䉉╙ 䚮㻊㝈ゞ虇⢷䢇杫㟑⏊䠋憐↚⁉⒥䠓宙ㇾ虇㎟␮⏉䅏 摆⚽槜Ҹ ╵ᾏ㝈棱虇封⋻▇‵懁姛欨㾾欥↚嬕噚⋜幊╙㛅 幊梊嬥䠓㄀䏖⋶ⵈ䘿⨒䦣䰅虇⁴╙ら䱚㜇䩋㄀≞⋶ⵈ 。╿虇⁴―孲孏䣍孏䢚姛䉉䠓崙⒥Ҹ

Headed by: Deric Wong, CEO | Owned by: Omnicom Media Group 48


DIGITAL AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

ISOBAR 2016〃㮨尛嗦ⴘ亱⾤欨㾾╵ᾏ↚テ⑐䠓ᾏ〃虇封⋻ ▇⎕⎴⢷㜇䩋ҷ␄㜿╙䫍″Ⱑ汣仓⎴⫹ㄦ⋸搏ᾏ捠Ҹ 厖 2015〃䢇㵣虇ⴘ亱⾤䠓㛅⋴⨭朆―32虀虇俌⎸ 䃳⨭␯―126虀Ҹ⊧䴰梅⚽槜⎉䖍ᾚ柜強⑱虇⃕⁜個 倛㑢ⷤ厖⌅㢏⪶ⴱ㏅Estée Lauder APAC䠓▗⃫Ҹ封

Marriott International – brand, Marriott Rewards, Huawei, Huawei Honor, BUPA, Vacheron Constantin, Samsonite and Zespri, to name a few. One of its most innovative projects in 2016 was using neuro-technology to create a special campaign for Audi. By harnessing human brainwaves, a neuro-detection headset translated brainwaves into speed, thus accelerating the car. When users put the headset on, they could control an Audi R8 car and go through a virtual car racing experience. To support the agency’s growth, evolution and commitment to deliver innovation, Isobar made some important hires and promotions in 2016.

⋻▇‵憩懝㕟ⓖ䖍㢘㫼⑨Ⅼ䛨䔖ℕⅬ㒐䯸⇴䠓㛅⋴ ⨭朆虇⌅ᾼ 63虀䠓㛅⋴䖍㟑ℕ卹䖍㢘ⴱ㏅㫼⑨虇37虀 㞾ℕ卹榔䡽㫼⑨Ҹ 欨㾾⾑⧃㝴䡙 檌 ☛虇␯ ᾙ⎉䖍 ㊗ ℕ㊗⪩䠓 䲅 䎼⶜㏚虇⃕封⋻▇‵⢷䅏䉗䠓䲅䎼䘿⨒ᾼ庞ㄦ25↚ 㜿ⴱ㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ喻巹⢚株♐䏛ҷ喻 巹䬽幭ҷ啾䉉ҷ啾䉉 HonorҷⅬ㥞ҷ㷮寸Ὲ榢ҷ㜿䭏 瀦ҷZespri䳘Ҹ

2016〃⌅ᾼᾏ榔㢏⌆␄㊞䠓榔䡽虇㞾懚䚷䫭伢 䭠㐏䉉⫶慹㏢憯ᾏ↚䓷䐈䠓㔷ひ㻊⑤Ҹ憩懝懚䚷⁉ 勵梊㹱虇䫭伢㊮㍘凂㯮㢒ⶖ勵梊㹱惘⒥䉉憮〵虇ㄭ军 䉉㸌恙␯憮Ҹ䚷㏅㏃ᾙ凂㯮ⅎ╾㔶⏅ᾏ悪⫶慹 R8㸌 恙虇᾵伢㴆埪㙻庌恙汣毦Ҹ 䉉㚾㒐封⋻▇䠓␄㜿䠋ⷤҷ䂣崙╙㐎岍虇ⴘ亱⾤ 㝋2016〃⃫⎉―ᾏ‪捜嬐⁉♰⨭凧╙⁉‚㟘ⓖҸ

Headed by: David Jessop, managing director | Owned by: Dentsu Aegis Network 49

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

2016 marked another strong year for Isobar Hong Kong. The agency won two silvers and one gold in the digital, innovative and social media categories respectively. Isobar recorded a 32% revenue growth and a 126% total profit increase compared with 2015, with its biggest account Estée Lauder APAC continuing to expand despite the trend of retail decline. It also stabilised revenue by increasing its retainer business, with 63% of the revenue now retained client business, and 37% coming from project-based business. In an increasingly saturated market, with more digital competitors in the city, it managed to win 14 new clients through competitive pitching, including Hong Kong Disneyland,


DIGITAL AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

Local Hero

GURU ONLINE Guru Online⁙〃⢷㜇䩋仓⎴Ⅼ㒐ᾘ䛁⃜僽Ҹ!懝╊ᾏ 〃虇Guru Online庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻凾㊂ҷ呀㝦搏 姛╙柎捛⾃⾃䳘虇ℎ封⋻▇㛅⋴⨭朆14虀虇懣厂1.68 ⊓㾾⋒Ҹ

Guru Online keeps its spot in the top three in this year’s digital category. The past year has seen Guru Online win new accounts such as Lenovo, Citibank and Alibaba, accounting for a growth of 14% to the company’s revenue of HK$168 million. The agency also serves more than 350 brands which include P&G, MTR, DBS, Swatch, L’Oréal, Daily Farm and Kiehl’s, to name a few. To stay ahead of the game, the agency has strengthened its service mix across social media,

digital media, creative and production. In 2016, Guru Online further expanded its range of service scope to align with the trends and deliver better social media marketing solutions. It introduced a content studio that is equipped with professional video equipment to lead the video trend full throttle. Overall, the agency has 218 people with a strong staff satisfaction rate and a low turnover rate of 10%.

封⋻▇‵䉉ⶅ䃣ҷ㾾旄ҷ㞮ⷤ搏姛ҷSwatchҷ㳟 喙桔ҷ䏪⬅⢚株╙Kiehl’s䳘 350⪩↚♐䏛㕟K㢜⑨Ҹ 䉉Ⅼ㒐榧⋗䠓⾑⧃⢿⃜虇封⋻▇⨭テ―⌅䫍″Ⱑ 汣ҷ㜇䩋Ⱑ汣╙␄㊞厖媌⃫㝈棱䠓㢜⑨ҸGuru Online 㝋2016〃懁ᾏ㳴㚃⪶㢜⑨䵓⢜虇㕟K㢃⬌䠓䫍″Ⱑ 汣⾑⧃㔷ひ孲㸉㝈㧗虇⁴拜▗⾑⧃䠋ⷤ強⑱Ҹ封⋻▇ 㔷⎉―ᾏ↚拜∨⶗㫼㄀䏖宼∨䠓⋶ⵈ⽴⃫ⴳ虇⁴榕㍘ ㄀䏖䃽㻐⋷憮⏜懁Ҹ 封⋻▇⌀㙐㢘 218▜♰⽴虇♰⽴䂎㊞〵汧虇㻐⫀ 䔖╹㢘10虀Ҹ

Headed by: Alan Yip, CEO | Owned by: AdBeyond (Group) 50


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

DIGITAL AGENCY OF THE YEAR

Finalist

MIRUM HONG KONG 2016〃㞾Mirum Hong Kong╵ᾏ↚姷䖍䰐⎉䠓ᾏ〃虇 憲倛ⓐ〃撓ㄦ桨⃜㜇⳦⨭朆虇⶜㝋㹱⑤䠓欨㾾䍮摆 ⾑⧃ℕ尹虇令⶜㞾㎟俍㜟䋅Ҹ 封⋻▇⁙〃庞ㄦ12⃜ⴱ㏅虇⒔㑻‭㻁喻捛憩ҷᾼ ⢚䮊⑤ҷFendiҷ䋳㶲⋻▇ҷ咀⢚Ⅼ尯ҷOjlpoҷ⪶抌

2016 marked another outstanding year on the books for Mirum Hong Kong as it recorded its 10th consecutive year of double-digit growth, which is remarkable work considering the volatility of Hong Kong’s marketing sector. The firm won 12 clients last year, including Asia Miles, China Mobile, Fendi, Towngas, Prudential, Nikon, MetLife, HKT and more. The new clients contributed 18% of its annual revenue. Some of Mirum’s other key clients include the

Hong Kong Jockey Club, Chow Sang Sang, Hong Kong Tourist Board, Hong Kong International Airport, HKTDC, Sino Group and Dairy Farm. Mirum has evolved into a dynamic agency that can handle and surpass the demands of the digital era. Among a host of strong work developed by the firm in 2016, Mirum created a new responsive online and mobile website for Ocean Park, which led to a 304% increase in mobile visits.

㢒⁉⪌ҷ欨㾾梊宙╙ Atelier K11Ҹ㜿ⴱ㏅䉉⌅⿅ℕ 18虀䠓〃㛅⋴Ҹ

Mirum䠓⌅⁥Ὴ嬐ⴱ㏅⒔㑻欨㾾庌欻㢒ҷ◷䚮 䚮ҷ欨㾾㝔懙䠋ⷤ⷏ҷ欨㾾⢚株㯮⧃ҷ欨㾾幎䠋⷏ҷ ⅰ☛桕⢧╙䏪⬅⢚株Ҹ 封⋻▇厃␪䠋ⷤ㎟䉉ᾏⵅ棗㻊䠓⁲䖕⋻▇虇⁴ ㍘⶜╙弔弙㜇䩋㟑⁲䠓梏㷑Ҹ⢷⌅ 2016〃㔷⎉䠓ᾏ 亊⎦⎉吁榔䡽ᾼ虇Mirum䉉㼆㺚⋻⢡ら䱚―ᾏ↚⋷㜿 䠓榎㍘ゞ佁ᾙ╙㏚㯮佁䱨虇ℎ⌅㏚㯮容⛞䔖⨭␯―

304虀Ҹ

Headed by: Win Mak, CEO | Owned by: WPP

Finalist

OGILVY & MATHER HONG KONG 2016〃㜇䩋仓⎴䠓搏䓝ㄦῊ⫶儝⁙〃彛嗌厂‣テ⃜ 僽虇⃕⌅懝╊ᾏ〃䠓⎉吁姷䖍ᾜⵈㆌ嬥Ҹ

edible “Finger Lickin’ Good” nail polish that tasted like its fried chicken. The project generated an advertising value of more than HK$5 million, and was the top trending topic on Twitter the week of its launch with hundreds of press coverage locally and around the world. Last year, Ogilvy & Mather Hong Kong named Katryna Mojica as its new chief executive officer. Under the new leadership, the company confronted social media further with a new point of view and an action plan for clients. Headed by: Katryna Mojica, CEO | Owned by: WPP 51

Neo@Ogilvy㝋2016〃撓ㄦ 55%䠓㒘〃⨭朆虇庞 ㄦ䠓Ὴ嬐ⴱ㏅⒔㑻‭⪹Ⓩ⎀㈔桕⢧ҷEsprit Clothing Asia Pacific╙䅂亟搏姛虇᾵䉉 Apple iTunes仓ら欨㾾 凾䡮ᾼㅒҸ ⢷刾ㅆ⦉䠓⌅ᾼᾏ↚榔䡽ᾼ虇封⋻▇媌⃫䠖䏛䉇 桭☂懢䠓Finger Lickin’ Good㒖䛁㹈虇⿅ℕ䠓ひ◙⊈ ⇋弔懝 500喻㾾⋒虇᾵◇イ㢻⢿╙⋷䖒㜇⁴䠍宗䠓㜿 凭Ⱑ汣⧀⶝封㻊⑤Ҹ ⫶儝╊〃₊☌Katryna Mojica䉉⫶儝欨㾾姛㛎俌 婐Ҹ⢷㜿䴰䖕ⷳ⿅榧ᾚ虇封⋻▇懁ᾏ㳴␯テ䫍″Ⱑ汣 㫼⑨虇䉉ⴱ㏅㕟K―㜿䠓孏灭╙姛⑤宗␒Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

The silver winner in 2016, Ogilvy & Mather slipped to a finalist spot in the digital category this year, but it doesn’t diminish its healthy performance over the past year. 2016 saw Neo@Ogilvy’s performance increase by 55% year-on-year with the major wins of Hyatt Hotels & Resorts Asia Pacific, Esprit Clothing Asia Pacific and ANZ, as well as the formation of the Hong Kong affiliate hub for Apple iTunes. In one of its projects for KFC, the agency made


SPECIALIST AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

MCCANN HEALTH ⶗ⵅ⁲䖕仓⎴䠓捠䓝ㄦῊ瀴刾虇΅㞾♐䏛槶⛞仓⎴ 䠓‣テҸ ㄭ棸㜿欨㾾伫▗勺䞳ᾼㅒ虃HKIOC虄䠓㜇䩋䳥䛴 。╿ҷ⎿䉉悬䗭䠓Ⓩ⥮媌坴㢜⑨懁姛♐䏛㔷ひ╙⴩ 儸㢜⑨虇瀴刾⇴う⁙〃㌠坘憌㷑␄㊞䉉㢻䠓㜖⒥ℕ

Gold winner in the Specialist Agency of the Year category, McCann is also a finalist in the brand consultancy category. From revamping the Hong Kong Integrated Oncology Centre’s digital strategic platform to branding and defining services for Pfizer’s regional pharma initiative, McCann Health built its business by pursuing an idea-centric culture this year. Since re-entering Hong Kong in 2013, the agency has had a client retention rate of more than 90%, with key relationships averaging more than five years. It also captured regional business for Pfizer and Amgen, while maintaining long-term partnerships with international clients such as GlaxoSmithKline, MSD, CSL Behring and Takeda.

The agency snatched three Gold Lions at Cannes, which was the first healthcare Gold Lion in the Greater China region. To nurture a culture of ideas, the agency also invested time and effort in extensive team-building exercises to familiarise its teams with one another and break down boundaries. It appointed its first country level talent director for McCann Health in Asia who developed a comprehensive talent strategy to understand the critical roles, hires and high potential staff in the network. The agency had three key hires last year, with Connie Lo as managing director of McCann Health Hong Kong and the PRD office; Pierre Loo as executive creative director; and Cynthia Wong as talent director for Greater China.

ら䱚㫼⑨Ҹ 封⋻▇㝋2013〃捜慣欨㾾⾑⧃虇⌅䡽⏜䠓ⴱ㏅Ⅼ 䛨䔖懣 90%⁴ᾙ虇᾵厖Ὴ嬐ⴱ㏅▗⃫。⣖弔懝‣〃Ҹ 封⋻▇▛㟑‵䔁ㄦ悬䗭╙ⴘ懁䠓Ⓩ⥮㫼⑨虇᾵厖嗪 垼亯▁⋚ҷ儝⢚灧㸨㤀ҷ∠䐈帬㤦╙㳵䚿坴♐䳘⢚株 ⴱ㏅Ⅼ㒐朆㢮▗⃫杫⅑Ҹ 封⋻▇⢷う⥝⢚株␄㊞䵏庞ㄦᾘ榔捠䓔䓝虇㞾 ⪶ᾼ啾⢿Ⓩ欥↚挺䟑⇴う榧⥮䠓捠䓔䓝Ҹ 䉉―⦈檙␄㊞㜖⒥虇封⋻▇‵㐤⋴㟑朢╙乍␪懁 姛ひ㹪䠓⢧栙ら宼㻊⑤虇ℎ⌅⢧栙㎟♰ㄋ㳳䌮㈘虇㏢ 䧃栣朰Ҹ封⋻▇䉉瀴刾⇴う⭣₊‭㻁欥⃜⋷⢚ⷳ棱䠓 ⁉‚俌䡲虇⏅⴩―⋷棱䠓⁉㏜䳥䛴虇⁴―孲⌅⋻▇佁 仰䠓Ὴ嬐孡吁ҷ╦凧⁉♰╙㢘䃪幹䠓♰⽴Ҹ 封⋻▇╊〃⨭凧ᾘ▜Ὴ嬐♰⽴虇⌅ᾼConnie Lo 䉉瀴刾⇴う欨㾾╙䕯ᾘ孡愵‚埤嗲‚俌伢䖕ҷPierre

Loo䉉⦆姛␄㊞俌䡲ҷCynthia Wong 㝋2016〃8㢗䔁 ₊☌䉉⪶ᾼ啾Ⓩ⁉‚俌䡲Ҹ

Headed by: Connie Lo, managing director | Owned by: McCann Worldgroup 52


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

SPECIALIST AGENCY OF THE YEAR

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

53


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

SPECIALIST AGENCY OF THE YEAR

Silver

Local Hero

MENTION PR CONSULTANTS 㜖ㅒ⋻杫槶⛞㢘柟⋻▇䔁ㄦ⁙〃⶗ⵅ⁲䖕仓⎴䠓 搏䓝Ҹ ㎟䱚㝋2010 〃虇封⋻杫╙⾑⧃㔷ひ≂㘼⋻▇⴩ ⃜䉉㢻㾾Ὴ嬐坬姢╙㜖⒥㻊⑤䠓⋻杫⶗ⵅ虇㝷⢷■㟽

Mention PR Consultants takes the silver spot in the Specialist Agency of the Year. Established in 2010, the public relations and marketing communications agency positioned itself as the major arts and culture PR specialist in town, and aims to popularise and bring arts and culture to the masses. One of the agency’s key clients is the West Kowloon Cultural District Authority (WKCDA), which tasked Mention with monitoring public perception of the effectiveness of WKCDA, as well as branding and formulating media strategies for the brand. Other clients include government departments such as the Leisure and Cultural

Services Department arts organisations such as PMQ, Hong Kong Arts Development Council, China Guardian Auctions, Hong Kong Design Centre and Poly Auction, as well as corporates such as Citywalk, K11, Disney Pixar and D • Park, to name a few. Last year, the agency put extra effort into its staff development by arranging various experts for staff training. For example, social media experts to introduce the most up-to-date social media promotion techniques and strategies, and professors in language studies to train up their copywriting skills. Mention was rewarded with a staff turnover rate of zero in 2016.

儔⪶䣍㔷ひ╙⁚仈坬姢㜖⒥Ҹ 封⋻▇䠓Ὴ嬐 ⴱ㏅Ὶᾏ 㞾嬎Ῥ 㜖⒥Ⓩ䴰 䖕 ⷏ 虃WKCDA虄虇⌅ᾼ㜖ㅒ⋻杫帯帻⶜ WKCDA 䠓⽴⃫㎟ 㛗懁姛⋻䣍䡲䣲虇䉉♐䏛懁姛♐䏛ⴲ≂╙⏅⴩Ⱑ汣䳥 䛴Ҹ ⌅⁥ⴱ㏅⒔㑻う㮑╙㜖⒥‚⑨儁䳘㛎〫扷朏虇 ⋒␄㝈ҷ欨㾾坬姢䠋ⷤ⷏ҷᾼ⢚➘ㅆ⢚株㑜干ҷ欨㾾 宼宗ᾼㅒ╙Ⅼ⎸欨㾾㑜干䳘坬姢⢧汣虇⁴╙哒㜿⪸ ⢿ҷK11ҷ慹⩺ⷋㄋㆬ╙D.Park䳘Ҹ 封⋻▇╊〃厃␪㔷⑤♰⽴䠋ⷤ虇ⴘ㔡ᾜ▛⶗ⵅ䉉 ♰⽴㕟K⦈客虇ℚ⬑䫍″Ⱑ汣⶗ⵅ⁚仈㢏㜿䫍″Ⱑ 汣㔷ひ㐏姢╙䳥䛴虇㎥冔尭㜖㛨㔗⁴㕟ⓖ♰⽴䠓㜖㧗 ⵺⃫㐏⽶Ҹ 㜖ㅒ⋻杫䠓␹␪ㄦ⎿⡭⧀虇╊〃㸡㢘₊⃤♰⽴ 㻐⫀Ҹ

Headed by: Mianco Wong, founder and managing director | Owned by: Independent 54


SPECIALIST AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

YELLO MARKETING

⃫ 䉉 ᾏ ⵅ ⶗ 朏 䴰 䖕 汣 剁 庌 ‚ 䠓 ⁲ 䖕 ⋻▇虇Yello Marketing欥㲰⢷⶗ⵅ⁲䖕仓⎴㬽䔁搔䏛Ҹ ㎟䱚㝋2008 〃虇Yello 㞾ᾏⵅ⶗朏ㄭ‚汣剁庌‚ 䴰䖕ҷ⁴╙懚⑤♰╙㛨侃䴰䖕䠓⋻杫⋻▇Ҹ⌅╒厖䠓

customer outreach, carnival and village design, race route experience design and operation. In the past two years, it was appointed for the Women Tennis Association’s Hong Kong Tennis Open, providing services such as advertising, digital solutions, community engagement, sponsor activation and publicity. In 2015, Yello expanded the business into Singapore and Shanghai. Last year, the headcount was increased from 10 to 15.

榔䡽⒔㑻ーⓩᾏ咀♸㔴␪庌ҷNike⬂ⳟ10 ⋻捛庌ҷⅬ 尯欨㾾佁䖒⋻朚庌䳘Ҹ 卹3125〃⁴ℕ虇封⋻▇ᾏ䢃⃫䉉Nike 㻊⑤䠓⽵▂ ㏚虇⌅ⓣ␸厘愵䠓㻊⑤⒔㑻Nike⬂ⳟ10 ⋻捛庌╙Nike 客侃ↀ㮑扷⽰憃庌虇帯帻䉉♐䏛㕟K㻊⑤䴰䖕ҷⴱ㏅ 㔷ひҷ➘〃啾╙戇㏚㣠宼宗ҷ㵣庌彾佩汣毦宼宗╙懚 ⃫䳘㝈棱䠓㢜⑨Ҹ ⢷懝╊⋸〃虇封⋻▇䔁ㄦ欨㾾佁䖒⋻朚庌⢚株⬂ ⳟ佁䖒ⓣ㢒䠓⭣₊虇㕟Kひ◙ҷ㜇䩋孲㸉㝈㧗ҷ䫍Ⓩ ╒厖ҷ庙␸⛕㑪⑮╙ⴲ≂䳘㢜⑨Ҹ

2015 〃虇Yello ⶖ㫼⑨㑢ⷤ厂㜿␯⣰╙ᾙ㼆Ҹ╊ 〃虇⌅♰⽴⁉㜇ㄭ10⁉⨭厂15⁉Ҹ

Headed by: Tina Wong, director | Owned by: Independent 55

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Specialist agency for sports events Yello Marketing was crowned bronze for the first time in the specialist agency category. Founded in 2008, Yello is a PR agency specialising in sports events management and the management of athletes and coaches. Its projects include the Bloomberg Square Mile Relay, Nike Women’s 10k, Prudential Hong Kong Tennis Open and more. Since 2014, the agency has been Nike’s extended arm in events such as the Nike Women 10K and Nike Training Club Tour for event management,


SPECIALIST AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

A.LOUD ASIA COMMUNICATIONS 欥㲰⋴戇䠓A.LOUD Asia Communications㎟䉉⶗ ⵅ⁲䖕仓⎴䠓‣テῚᾏҸ 封⋻▇ㄭᾏⵅ㸉ㅒ╒厖㝴㢻⢚ⵅ㝔懙⷏㫼⑨㵣䯎 䠓⶞⤚㯮㭚虇䠋ⷤ㎟䉉ᾏⵅ䛀15 ▜⢧栙㎟♰仓㎟䠓㢻

New on the list, A.LOUD Asia Communications breaks into a finalist position in the Specialist Agency of the Year category. The agency has grown from a small group deciding to pitch for the Japan National Tourism Organization (JNTO) to a locally-based boutique agency of 15 team members. Its clients include names such as the German National Tourism Organization, JNTO and Samsonite, all of which gives it a solid reputation in marketing communications, PR and advertising in the travel industry. Not content to stick to the travel industry, the agency added Zuji and Denza to its already

impressive portfolio, as well as FWD and the Hong Kong Integrated Oncology Centre. To achieve its goals, A.LOUD frequently leverages integrated campaigns and KOL engagement, especially for its travel brands. It has established a social influence network which includes key figures such as travel blogger Chris Leung and writer James Hong to enhance brand exposure and engagement. With offices in Hong Kong, Shenzhen, Beijing and Shanghai, the agency hopes to utilise the creative talent of the Hong Kong team to capitalise on the huge brand potential in Mainland China.

⢿䓷䱚ひ◙␄㊞⁲䖕⋻▇Ҹ⌅ⴱ㏅⒔㑻ㅆ⢚⢚ⵅ㝔懙 ⷏ҷ㝴㢻⢚ⵅ㝔懙⷏ҷ㜿䭏瀦䳘虇憨‪ⴱ㏅ℎ⌅⢷㝔 懙姛㫼䠓䍮摆≂㘼ҷ⋻杫╙ひ◙榧⥮›帯䡪▜Ҹ 封 ⋻ ▇ ᾜ 䂎 彂 㝋 㝔 懙 㫼 䠓 㫼 ⑨虇᾵ 㜿 ⨭

ZujiҷDenzaҷⵛ姪Ⅼ根╙欨㾾伫▗勺䞳ᾼㅒ䳘ⴱ㏅Ҹ 䉉 ⵵ 䖍 ⌅䡽㮨虇ⶳ ⌅ 㞾 䉉 ⌅ 㝔 懙 ♐䏛 ⴱ㏅虇

A.LOUD 伢⿇㔰╥伫▗㔷ひ㻊⑤╙KOL╒厖䳥䛴Ҹ封 ⋻▇ら䱚―佁仰五⁉䠓佁仰虇⌅ᾼ⒔㑻㝔懙佁尛⃫ⵅ 㨐ヴ⴦╙⃫ⵅ榔㞝䚮䳘Ὴ嬐⁉䏸虇⁴㕟ⓖ♐䏛䠓㡬⋘ 䔖╙╒厖〵Ҹ ⢷欨㾾ҷ㾀⣂ҷ⒦※╙ᾙ㼆⣖宼㢘愵‚埤虇封⋻ ▇⾛㢪仟▗欨㾾⢧栙䠓␄㊞⁉㏜␪捞虇䠋㕽ᾼ⢚⋶⢿ 䠓⽷⪶♐䏛䃪␪Ҹ

Headed by: Adrian Lau, chief consultant | Owned by: Independent

Finalist

PRIZM 䓷䱚⁲䖕⋻▇仓⎴䠓搏䓝ㄦῊPRIZM虇▛㟑⫹ㄦ䫍″ Ⱑ汣仓⎴䠓搔䓝Ҹ

PRIZMᾏ䢃厃␪㕟Kⴛ✓䠓㜇䩋䍮摆㢜⑨虇⿺␸ ⴱ㏅㕟ⓖ♐䏛䥴▜〵ҷ␯テ厖㼗幊冔凾俺ҷ╙㔷⑤摆 ⚽⨭朆Ҹ

A silver winner in the Independent Agency of the Year, PRIZM also took bronze for Social Media Agency of the Year. PRIZM provides a full suite of digital marketing services that helps its clients to lift brand awareness, increase engagement with consumers and boost sales. Among its clients are L’Occitane, Watsons Water, Pacific Coffee, Ngong Ping 360, China Mobile Hong Kong and Chow Sang Sang. To arouse awareness of the use of the rPET bottle for a sustainable environment, Watsons Water launched a series of social media campaigns with the assistance of PRIZM last year, including “Find your previous life” and the “Flip bottle challenge”.

Both campaigns focused on humorous and creative content, using influencers collaboration and Facebook games to boost engagement and the public’s attention. As a result, it achieved over 1,600,000 video views and 80,000 game participants. Since starting in 2011, its client relationships have always been long-term and sustainable – all its clients have been with the agency for more than three years on average. It also has a working partnership with over 100 local bloggers, YouTubers and illustrators for different collaborations. With a total number of 140 staff, it has opened a new 12,000 square foot office with a recreation corner and free snacks and drinks supply.

⌅ⴱ㏅⒔㑻L’Occitaneҷ⷗卲㶞噇櫍㷃ҷPacific! Coffeeҷ㞑⣹360ҷᾼ⢚䮊⑤欨㾾╙◷䚮䚮Ҹ 䉉㕟汧⪶䣍⶜╾⡭㛅rPET檁䚷⧠匯䚅䠓尜峧虇⷗卲 㶞噇櫍㷃╊〃⢷PRIZM䠓ⓣ␸ᾚ虇㔷⎉―ᾏ亊⎦䠓䫍″ Ⱑ汣ⴲ≂㻊⑤虇⒔㑻Ӂ䣖⃯灭㴊ӂ╙ӁFlip㷃⪶冊怺ӂҸ ⋸榔㻊⑤抌嗦捜㝋懚䚷「灧╙⌆␄㊞䠓⋶ⵈҷ✓ 䚷厖⌆㄀榎␪⁉⩺䠓▗⃫╙Facebook 懙㏁ℕ㕟ⓖ╒ 厖〵╙⋻䣍杫㹷Ҹ⡯㳳虇封㻊⑤䔁ㄦ弔懝160 喻㲰㄀ 䏖孏䢚㲰㜇╙⋺喻㲰懙㏁╒厖Ҹ 卹2011〃朚⭚虇封⋻▇厖ⴱ㏅ᾏ䢃Ⅼ㒐朆㢮╙╾ 㒐倛䠋ⷤ䠓杫⅑虇⌅㏏㢘ⴱ㏅。⣖厖QSJ[N▗⃫懣ᾘ 〃⁴ᾙҸ封⋻▇‵厖ᾏ䠍⪩↚㢻⢿ⓩⴱҷYouTubers ╙㕡䛺⾺懁姛ᾜ▛䠓▗⃫Ҹ 㙐㢘⌀140▜♰⽴虇封⋻▇朚宼―ᾏ↚12,000 。㝈 ◝䠓⋷㜿愵⋻ⴳ虇宼㢘₠朡孡嗌虇᾵㕟K㢃⪩⋜幊⶞ 橮╙檁♐Ҹ

Headed by: Jeffrey Hau, co-founder and director | Owned by: Independent 56


INDEPENDENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

ANON懝╊ᾏ〃䠋ⷤテ⑐虇ℎ⌅⌜㲰䠊ᾙ䓷䱚⁲䖕⋻

ANON

▇仓⎴䠓⌯恜ⶅ〶Ҹ 䛀⫶儝⏜㎟♰Simon Handford╙Sandy Chan 㝋2013 〃␄䱚虇憨㚾ⓐ⁉仓㎟䠓⢧栙㢜⑨⪩↚嗦▜ⴱ ㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ榧厹㐤幖欨㾾㢘柟⋻▇ҷ⪹ ╳⢿䚱╙Nike 欨㾾䳘Ҹ

Place late last year, setting up a beautiful display with pop-up shops, sights, smells, sounds and a professional Santa Clause. Regularly eschewing the retainer-based business model, ANON is not afraid to do things differently. While the agency naturally has specialists in certain disciplines, it does not employ separate teams and focuses on creative ideas, rather than disciplines or formats. To top it off, it give clients access to all creative resources to nurture a collaborative environment. ANON might want to consider a name change as the agency has grown to be far from anonymous, despite its best efforts – it doesn’t even have a website to promote its services.

ANON⢧栙 2016 〃㢏‽䣋䠓㔷ひ㻊⑤Ὶᾏ虇嬐㜇 欨㾾慹⩺ⷋ㮑⢡䠓Ӂ㞮䖒⪶㎿處⋴⅄㞝㝴ᾥ䛛ӂ虇封⋻ ▇䉉⌅媌⃫―ᾏ亊⎦⎴⌆␄㊞䠓ⴲ≂♐Ҹ 㳳⪥虇封⋻▇╊〃〤⢷⪹╳ひ⧃厘愵Ӂ Where Christmas is Madeӂ慝凥尤㻊⑤虇拜▗柟㟑〦ҷ嬥 孉ҷ☂孉ҷ刁概ҷ⁴凥尤冐⁉虇㏢憯―ᾏ⧃⁳⁉幭ㅒ㈔ 䡽䠓ⷤ孌Ҹ ⴩㢮㛈崙┮㢘䠓㫼⑨㮰ゞ虇ANON⑖㝋➦寵ᾜ▛ 䠓‚䏸Ҹ封⋻▇桥䋅㙐㢘㥟‪榧⥮䠓⶗ⵅ虇⃕ᾜ㢒␒ ⎕㎟䓷䱚䠓⢧栙虇∃捜㝋␄㊞军棭姛㫼㎥㮰ゞҸ䉉䠋 㕽⌅㢏⪶䠓䃪␪虇封⋻▇䠓ⴱ㏅╾⁴懚䚷⌅㏏㢘␄㊞ 幖䀟虇⁴⦈檙ᾏ↚▗⃫䠓䘿⨒Ҹ

ANON╾劌嬐冒㋽㛈▜虇⡯䉉封⋻▇䖍⾁䠋ⷤ㎟ 䉉ᾏⵅ炝炝㢘▜䠓⁲䖕⋻▇虇ᾜ⌜㞾䊰▜桀⩺Ҹ军㢏 ⁳⁉➥➥䯀⫖䠓㞾虇封⋻▇䚩厂憲ᾏ↚䚷ℕⴲ≂⌅㢜 ⑨䠓佁䱨抌㸡㢘Ҹ

Headed by: Simon Handford/Sandy Chan, co-founders | Owned by: Independent 57

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

It’s been another strong year for ANON as it snatched the top spot once again in the independent category. Founded in 2013 by Ogilvy & Mather alumni Simon Handford and Sandy Chan, the agency team of 10 serves an impressive portfolio of clients, including Hong Kong Disneyland, Vanguard Investments Hong Kong, Swire Properties and Nike Hong Kong. Perhaps the most notable campaign from the ANON team in 2016 – although there were more than a few – was the “Star Wars Takeover” for Hong Kong Disneyland, where the agency created a range of highly creative collaterals. Additionally, the agency organised the “Where Christmas is Made” campaign at Pacific


INDEPENDENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

PRIZM 䓷䱚⁲䖕⋻▇仓⎴䠓搏䓝ㄦῊPRIZM虇▛㟑⫹ㄦ䫍″ Ⱑ汣仓⎴䠓搔䓝Ҹ

PRIZMᾏ䢃厃␪㕟Kⴛ✓䠓㜇䩋䍮摆㢜⑨虇⿺␸ ⴱ㏅㕟ⓖ♐䏛䥴▜〵ҷ␯テ厖㼗幊冔凾俺ҷ╙㔷⑤摆 ⚽⨭朆Ҹ

A silver winner in the Independent Agency of the Year, PRIZM also took bronze for Social Media Agency of the Year. PRIZM provides a full suite of digital marketing services that helps its clients to lift brand awareness, increase engagement with consumers and boost sales. Among its clients are L’Occitane, Watsons Water, Pacific Coffee, Ngong Ping 360, China Mobile Hong Kong and Chow Sang Sang. To arouse awareness of the use of the rPET bottle for a sustainable environment, Watsons Water launched a series of social media campaigns with the assistance of PRIZM last year, including “Find your previous life” and the “Flip bottle challenge”.

Both campaigns focused on humorous and creative content, using influencers collaboration and Facebook games to boost engagement and the public’s attention. As a result, it achieved over 1,600,000 video views and 80,000 game participants. Since starting in 2011, its client relationships have always been long-term and sustainable – all its clients have been with the agency for more than three years on average. It also has a working partnership with over 100 local bloggers, YouTubers and illustrators for different collaborations. With a total number of 140 staff, it has opened a new 12,000 square foot office with a recreation corner and free snacks and drinks supply.

⌅ⴱ㏅⒔㑻L’Occitaneҷ⷗卲㶞噇櫍㷃ҷPacific Coffeeҷ㞑⣹360ҷᾼ⢚䮊⑤欨㾾╙◷䚮䚮Ҹ 䉉㕟汧⪶䣍⶜╾⡭㛅 rPET檁䚷⧠匯䚅䠓尜峧虇 ⷗卲㶞噇櫍㷃╊〃⢷PRIZM䠓ⓣ␸ᾚ虇㔷⎉―ᾏ亊⎦ 䠓䫍″Ⱑ汣ⴲ≂㻊⑤虇⒔㑻Ӂ䣖⃯灭㴊ӂ╙ӁFlip㷃⪶ 冊怺ӂҸ ⋸榔㻊⑤抌嗦捜㝋懚䚷「灧╙⌆␄㊞䠓⋶ⵈҷ✓ 䚷厖⌆㄀榎␪⁉⩺䠓▗⃫╙Facebook 懙㏁ℕ㕟ⓖ╒ 厖〵╙⋻䣍杫㹷Ҹ⡯㳳虇封㻊⑤䔁ㄦ弔懝160 喻㲰㄀ 䏖孏䢚㲰㜇╙⋺喻㲰懙㏁╒厖Ҹ 卹2011〃朚⭚虇封⋻▇厖ⴱ㏅ᾏ䢃Ⅼ㒐朆㢮╙╾ 㒐倛䠋ⷤ䠓杫⅑虇⌅㏏㢘ⴱ㏅。⣖厖PRIZM▗⃫懣ᾘ 〃⁴ᾙҸ封⋻▇‵厖ᾏ䠍⪩↚㢻⢿ⓩⴱҷYouTubers ╙㕡䛺⾺懁姛ᾜ▛䠓▗⃫Ҹ 㙐㢘⌀140▜♰⽴虇封⋻▇朚宼―ᾏ↚12,000 。㝈 ◝䠓⋷㜿愵⋻ⴳ虇宼㢘₠朡孡嗌虇᾵㕟K㢃⪩⋜幊⶞ 橮╙檁♐Ҹ

Headed by: Jeffrey Hau, co-founder and director | Owned by: Independent 58


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

INDEPENDENT AGENCY OF THE YEAR

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

59


INDEPENDENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

X SOCIAL GROUP ㎟䱚㝋2013〃虇X Social Group㞾ᾏⵅ彷⨒㜇䩋ひ◙ ⁲䖕⋻▇虇⢷欨㾾㕟K㜇䩋╙䫍″⛕⑨孲㸉㝈㧗Ҹ

X Social㒖⌅⶗㹷㝋ᾼ⢚䫍″Ⱑ汣䍮摆ҷ䫍″㠉 劌ҷKOL䍮摆ҷ䫍″ⴱ㏅杫⅑䴰䖕ҷ彷⨒䍮摆ҷ㜇㙩䴰

Established in 2013, X Social Group is a crossborder digital agency which provides digital and social commerce solutions in Hong Kong. X Social describes itself as specialising in Chinese social media marketing, social intelligence, KOL marketing, social CRM, crossborder marketing, data management, and more. Last year, it added 25 new accounts to its portfolio, including Bank of Communications China, Priority Pass, Fresh Hong Kong, Kowloon Shangri-La, Octopus Cards, and UK-based fashion house Jack Russell Emporium. Last September, the company and Mega-info

Media reached a global partnership agreement to develop the high-speed rail advertising network in China. On the employment front, the agency has grown its 69-person team to over 100, and has an exceptionally low staff turnover rate of 6%. Last year, former OMG Hong Kong CEO Jackson Kwok joined X Social Group’s subsidiary X Horizon as president. To attract talent, the company says it does not believe in poaching because it will lead to more poaching, which affects all agencies in the market.

䖕䳘㫼⑨Ҹ ╊〃虇封⋻▇㜿⨭25 ↚㜿ⴱ㏅虇⌅ᾼ⒔㑻ᾼ⢚″ 憩搏姛ҷPriority PassҷFresh Hong KongҷῬ焜欨 㧋捛㑘⪶拡〦ҷ⋺懣憩⓰╙咀⢚㟑ⶩ梅⚽桕⢧K ack

Russell EmporiumҸ ╊〃Ῥ㢗虇封⋻▇厖⋕宙≂Ⱑ懣㎟⋷䖒▗⃫ⓣ 峿虇⌀▛朚䠋ᾼ⢚汧旄ひ◙佁仰Ҹ ⢷㑪凧㝈棱虇封⋻▇⾁ⶖ⌅69⁉䠓⢧栙⨭厂ᾏ䠍 ⪩⁉虇军♰⽴㻐⫀䔖⃝厂6%Ҹ ╊〃虇欨㾾ⴞ䡮Ⱑ汣桕⢧⏜姛㛎俌婐扼冏悬␯⋴

X Social Group㝦ᾚ䠓ⳟ⋻▇X Horizon㙣₊俌婐Ҹ 䉉◇イ⁉㏜虇封⋻▇姷䫉ᾜ䢇ⅰ㒥孡虇⡯䉉憨㮲 ╹㢒⶝厃㢃⪩㒥孡虇㢏仑㄀榎㜃↚⁲䖕⋻▇䚮㋚Ҹ

Headed by: Samuel Lam, co-founder | Owned by: Independent 60


INDEPENDENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

MTEL ㎟䱚㝋1999 〃虇Mtel㞾ᾏⵅ欨㾾㜇䩋孲㸉㝈㧗㢜⑨ K㍘⛕虇⢷ひ⽭╙╿⒦⣖宼㢘⎕⋻▇Ҹ

Established in 1999, Mtel is a Hong Kong-based digital solutions provider with branches in Guangzhou and Taipei. The agency works closely with more than 60 brands, including Swire Resources, Citibank, Hang Seng Bank, Coach and Manulife, just to name a few. It aims to pursue continuous improvement in products and processes, and to leverage iBeacon, omni-channel and the internet of things to deliver comprehensive products for enterprises. In one of its remarkable works, Mtel launched a new feature – order and pay ahead – for

Starbucks’ mobile app. App users across Hong Kong, Macau, Malaysia, Taiwan, Thailand and Singapore can place orders and pay for their drinks and food in advance, and pick up their orders at their chosen store. The new feature allows customers to choose a store from a map view, browse, select and customise beverage and food items, including the option to modify the size, the number of espresso shots and dairy selections, view the estimated pick-up times, and pre-pay for the order – all within the mobile app.

封 ⋻ ▇ 厖 ⪹ ╳ 幖 䀟ҷ呀 㝦 搏 姛 ҷ㇕ 䚮 搏 姛ҷCoach╙ⴞ⎸䳘 60⪩↚♐䏛余ⵕ▗⃫虇㝷⢷ᾜ㝆 㕟ⓖ䚱♐╙㻐䮚虇᾵懚䚷iBeaconҷ⋷㾯懢╙䏸凾佁 䳘㝈ゞ䉉ₐ㫼㕟K⋷棱䠓䚱♐Ҹ

Mtel ⓢ弙䠓⃫♐Ὶᾏ虇㞾䉉㞮⾃⋚䠓㏚㯮㍘䚷䮚 ゞ㔷⎉榟⋗嗌✽╙⁧㳍㜿␮劌Ҹ欨㾾ҷ䅂朏ҷ欻ℕ嬎 ‭ҷ╿䇲ҷ㹿⢚╙㜿␯⣰䠓㍘䚷䮚ゞ䚷㏅╾⁴㕟⏜ᾚ ✽宑庋檁㜨╙橮䏸虇᾵⢷卹⾀戇㙖䠓朏〦╥檟Ҹ 憨榔㜿␮劌⋐寀槶ⴱ憞懝⢿⢥㰱嬥戇㙖朏〦ҷ䆞 孌ҷ戇㙖╙⴩⏅檁㜨╙橮♐虇⒔㑻戇㙖檁㜨⪶⶞ҷ䐈䅒 ☥⛰₌捞╙ ♐戇㙖ҷ㥴䢚榟宗╥檟㟑朢ҷ⁴╙榟⁧ 幊䚷虇ᾏ⎖戇榔䡰⢷㞮⾃⋚䠓㏚㯮㍘䚷䮚ゞҸ

Headed by: Willy Wong, CEO | Owned by: Independent

Finalist

WHAZZUP 柳― 庞 ㄦ 䓷 䱚 ひ ◙ ␄ ㊞ ⁲ 䖕 ⋻ ▇ 仓 ⎴ 䠓 搏 䓝 ⪥虇WHAZZUP‵㞾ひ◙媌⃫╙䓷䱚⁲䖕⋻▇⋸↚仓 ⎴䠓‣テῚᾏҸ 封⋻▇䯜㬄䠋ⷤ㄀䏖媌⃫㫼⑨虇⒔㑻㬑ㆄ㭚ㆬ╙ ⏜ㄛ㢮媌⃫Ҹ 憨㚾ᾒ⁉⢧栙⢷ 2016 〃䠓⋺⧃㵣䯎㑪㮨ᾼ庞―

To promote the launch, WHAZZUP created music videos with local hip hop duo FAMA for a tailor-made theme song for FWD. The agency also created visual designs and street activation activities to engage the younger generation. It counts Starbucks, Hong Kong Jockey Club, Sun Hung Kai Properties, FWD, and more, as key clients. As a boutique agency, WHAZZUP says it has a flat organisational structure which enables its staff to respond to clients’ needs swiftly. Last year, the agency had a staff turnover rate of zero.

⋼⧃Ҹ ⌅ 2016 〃䠓捜嬐㔷ひ榔䡽Ὶᾏ虇㞾ⵛ姪Ⅼ根䠓 Savie卹␸ㇾ䖕帰⪌根宗␒Ҹ⢷宗␒ᾚ虇ⴱ㏅╾样㟑⋜ 幊㠺⇫╙ㇱㄸⅬ根K㳍Ҹ䉉ⴲ≂ⵛ姪憨榔㜿Ⅼ根宗␒ 㔷⎉虇WHAZZUP⪴㑜㢻⢿⟊♗概㮑仓▗慁⪺媌⃫概 㮑㄀䏖虇᾵䉉ⵛ姪〵怺宑憯―ᾏ欥Ὴ槛㢁Ҹ封⋻▇㢃媌 ⃫嬥孉宼宗ひ◙╙姦榼ⴲ≂㻊⑤虇⁴◇イ〃悤⁉Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻㞮⾃⋚ҷ欨㾾庌欻㢒ҷ㜿滊⦉⢿ 䚱ҷⵛ姪Ⅼ根䳘Ҹ ⃫䉉ᾏⵅ䓷䱚ひ◙␄㊞⁲䖕⋻▇虇WHAZZUP姷 䫉⌅⋻▇䠓仓俣㥅㭚悒䉉。䳘虇ℎ♰⽴劌⪯ㅺ憮⡭㍘ ⴱ㏅䠓梏㷑Ҹ

Headed by: Adams Chow, director | Owned by: Independent 61

╊〃虇封⋻▇㸡㢘♰⽴㻐⫀Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Alongside a silver award for Boutique Agency of the Year, WHAZZUP is a finalist for Production Agency of the Year and Independent Agency of the Year. The agency has been active in handling video production, including concept development and pre and post-production. The seven-person team won six pitches out of eight in 2016. One of the key projects in 2016 was FWD’s “savie” insurance plan in which customers can suspend and resume their premium payments anytime with no charge.


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

INNOVATIVE AGENCY OF THE YEAR

Gold

Local Hero

ANON ㎟䱚䥼䥼⡪〃䠓 ANON䠋ⷤ毩⁉虇㌠坘懝╊ᾏ〃䠓⎉ 吁榔䡽╙庞ㄦ⪩↚ⴱ㏅虇㎟␮⫹ㄦ␄㜿仓⎴䠓捠䓝Ҹ

It’s an extraordinary feat for ANON that after only four years in business, it has clinched top spot in the innovative category following a year of impressive projects and clients. Founded in 2013 by Ogilvy & Mather alumni Simon Handford and Sandy Chan, the agency team of 10 serves an impressive portfolio of clients, including Hong Kong Disneyland, Vanguard Investments Hong Kong, Swire Properties and Nike Hong Kong. Regularly eschewing the retainer-based business model, ANON is not afraid to do things differently. While the agency naturally has specialists in certain disciplines, it does not employ separate teams, and focuses on creative ideas, rather than disciplines or formats.

To top it off, it gives clients access to creative resources to nurture a collaborative environment. Perhaps the most notable campaign from the ANON team in 2016 – although there were more than a few – was the “Star Wars Takeover” for Hong Kong Disneyland, where the agency created a range of highly creative collaterals. Additionally, the agency organised the “Where Christmas is Made” campaign at Pacific Place late last year, setting up a beautiful display with pop-up shops, sights, smells, sounds and a professional Santa Clause. ANON might want to consider a name change as the agency has grown to be far from anonymous, despite its best efforts – it doesn’t even have a website to promote its services.

䛀⫶儝⏜㎟♰Simon Handford╙Sandy Chan 㝋2013 〃␄䱚虇憨㚾ⓐ⁉仓㎟䠓⢧栙㢜⑨⪩↚嗦▜ⴱ ㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ榧厹㐤幖欨㾾㢘柟⋻▇ҷ⪹ ╳⢿䚱╙Ojlf欨㾾䳘Ҹ ⴩㢮㛈崙┮㢘䠓㫼⑨㮰ゞ虇ANON⑖㝋➦寵ᾜ▛ 䠓‚䏸Ҹ 封⋻▇桥䋅㙐㢘㥟‪榧⥮䠓⶗ⵅ虇⃕ᾜ㢒␒⎕ ㎟䓷䱚䠓⢧栙虇∃捜㝋␄㊞军棭姛㫼㎥㮰ゞҸ䉉䠋㕽 ⌅㢏⪶䠓䃪␪虇封⋻▇䠓ⴱ㏅╾⁴懚䚷⌅㏏㢘␄㊞幖 䀟虇⁴⦈檙ᾏ↚▗⃫䠓䘿⨒Ҹ

ANON⢧栙 2016 〃㢏‽䣋䠓㔷ひ㻊⑤Ὶᾏ虇嬐㜇 欨㾾慹⩺ⷋ㮑⢡䠓Ӂ㞮䖒⪶㎿處⋴⅄㞝㝴ᾥ䛛ӂ虇封⋻ ▇䉉⌅媌⃫―ᾏ亊⎦⎴⌆␄㊞䠓ⴲ≂♐Ҹ 㳳⪥虇封⋻▇╊〃〤⢷⪹╳ひ⧃厘愵Ӂ Where Christmas is Madeӂ慝凥尤㻊⑤虇拜▗柟㟑〦ҷ嬥 孉ҷ☂孉ҷ刁概╙凥尤冐⁉虇㏢憯―ᾏ⧃⁳⁉幭ㅒ㈔䡽 䠓ⷤ孌Ҹ

Headed by: Simon Handford/Sandy Chan, co-founders | Owned by: Independent 62


INNOVATIVE AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

ISOBAR 2016 〃㮨尛嗦ⴘ亱⾤欨㾾╵ᾏ↚テ⑐䠓ᾏ〃虇封⋻ ▇⎕⎴⢷㜇䩋ҷ␄㜿╙䫍″Ⱑ汣仓⎴⫹ㄦ⋸搏ᾏ捠Ҹ 厖2015 〃䢇㵣虇ⴘ亱⾤䠓㛅⋴⨭朆―32虀虇俌⎸ 䃳⨭␯―126%Ҹ⊧䴰梅⚽槜⎉䖍ᾚ柜強⑱虇⃕⁜個倛

Hong Kong Disneyland, Marriott International – brand, Marriott Rewards, Huawei, Huawei Honor, BUPA, Vacheron Constantin, Samsonite and Zespri. One of its most innovative projects for 2016 was using neuro-technology to create a special campaign for Audi. By harnessing human brainwaves, a neuro-detection headset translated brainwaves into speed, thus accelerating the car. When users put the headset on, they could control an Audi R8 car and go through a virtual car racing experience. To support the agency’s growth, evolution and commitment to deliver innovation, Isobar made some important hires and promotions in 2016.

㑢ⷤ厖⌅㢏⪶ⴱ㏅Estée Lauder APAC䠓▗⃫Ҹ封⋻ ▇‵憩懝㕟ⓖ䖍㢘㫼⑨Ⅼ䛨䔖ℕⅬ㒐䯸⇴䠓㛅⋴⨭ 朆虇⌅ᾼ63虀䠓㛅⋴䖍㟑ℕ卹䖍㢘ⴱ㏅㫼⑨虇37虀㞾 ℕ卹榔䡽㫼⑨Ҹ 欨㾾⾑⧃㝴䡙檌☛虇␯ᾙ⎉䖍㊗ℕ㊗⪩䠓䲅䎼 ⶜㏚虇⃕封⋻▇‵⢷䅏䉗䠓䲅䎼䘿⨒ᾼ庞ㄦ25↚㜿ⴱ ㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ喻巹⢚株♐䏛ҷ喻巹䬽幭ҷ 啾䉉ҷ啾䉉HonorҷⅬ㥞ҷ㷮寸Ὲ榢ҷ㜿䭏瀦ҷZespri 䳘Ҹ

2016 〃⌅ᾼᾏ榔㢏⌆␄㊞䠓榔䡽虇㞾懚䚷䫭伢䭠 㐏䉉⫶慹㏢憯ᾏ↚䓷䐈䠓㔷ひ㻊⑤Ҹ憩懝懚䚷⁉勵梊 㹱虇䫭伢㊮㍘凂㯮㢒ⶖ勵梊㹱惘⒥䉉憮〵虇ㄭ军䉉㸌 恙␯憮Ҹ䚷㏅㏃ᾙ凂㯮ⅎ╾㔶⏅ᾏ悪⫶慹S9㸌恙虇᾵ 伢㴆埪㙻庌恙汣毦Ҹ 䉉㚾㒐封⋻▇䠓␄㜿䠋ⷤҷ䂣崙╙㐎岍虇ⴘ亱⾤ 㝋2016 〃⃫⎉―ᾏ‪捜嬐⁉♰⨭凧╙⁉‚㟘ⓖҸ

Headed by: David Jessop, managing director | Owned by: Dentsu Aegis Network 63

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

2016 marked another strong year for Isobar Hong Kong. The agency won two silvers and one gold in the digital, innovative and social media categories respectively. Isobar recorded a 32% revenue growth and a 126% total profit increase compared with 2015, with its biggest account Estée Lauder APAC continuing to expand despite the trend of retail decline. It also stabilised revenue by increasing its retainer business, with 63% of the revenue now retained client business, and 37% coming from project-based business. In an increasingly saturated market, with more digital competitors in the city, it won 14 new clients through competitive pitching, including


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

INNOVATIVE AGENCY OF THE YEAR

Silver

㢻仓⎴䠓╵ᾏ搏䓝ㄦῊ㞾Mirum Hong KongҸ2016〃

MIRUM HONG KONG

㞾Mirum Hong Kong╵ᾏ↚姷䖍䰐⎉䠓ᾏ〃Ҹ憨ⵅ WPP桕⢧㝦ᾚ䠓⁲䖕⋻▇憲倛ⓐ〃撓ㄦ桨⃜㜇⳦⨭ 朆虇⶜㝋㹱⑤䠓欨㾾䍮摆⾑⧃ℕ尹虇令⶜㞾㎟俍㜟䋅Ҹ 封⋻▇撓ㄦ 80%䠓㒘〃亣⎸⨭朆虇⌅㎟␮嬐㴇␮ 㝋朆㢮䯸⴩䠓坜䷛ⴱ㏅虇⁴╙䅏⨭䠓⋷䖒╙㢻⢿㜿ⴱ ㏅Ҹ

Another silver winner in this category is Mirum Hong Kong. 2016 marked another outstanding year on the books for Mirum Hong Kong as it recorded its 10th consecutive year of double-digit growth, which is remarkable work considering the volatility of Hong Kong’s marketing sector. The agency recorded an 80% net profit change year-on-year, and credited its success to a long-term stable of blue-chip clients and an influx of global and local client wins. The firm won 12 clients last year, including Asia Miles, China Mobile, Fendi, Towngas, Prudential, Nikon, MetLife, HKT and more. The new clients contributed to 18% of its annual revenue.

Some of Mirum’s other key clients include the Hong Kong Jockey Club, Chow Sang Sang, Hong Kong Tourist Board, Hong Kong International airport, HKTDC, Sino Group and Dairy Farm. The agency has evolved into a dynamic agency that can handle and surpass the demands of the digital era. Among a host of strong work developed by the firm in 2016, Mirum created a new responsive online and mobile website for Ocean Park, which led to a 304% increase in mobile visits. Key hires for Mirum Hong Kong this year include Michael Li as project director; Tony Cheung as business account director; Justin Foo as strategic business director; and Michael Leung as creative strategic director. Headed by: Win Mak, CEO | Owned by: WPP 64

封⋻▇⁙〃庞ㄦ12⃜ⴱ㏅虇⒔㑻‭㻁喻捛憩ҷᾼ ⢚䮊⑤ҷFendiҷ䋳㶲⋻▇ҷ咀⢚Ⅼ尯ҷOjlpoҷ⪶抌㢒 ⁉⪌ҷ欨㾾梊宙╙Atelier K11Ҹ㜿ⴱ㏅䉉⌅⿅ℕ18% 䠓〃㛅⋴Ҹ

Mirum 䠓⌅⁥Ὴ嬐ⴱ㏅⒔㑻欨㾾庌欻㢒ҷ◷䚮 䚮ҷ欨㾾㝔懙䠋ⷤ⷏ҷ欨㾾⢚株㯮⧃ҷ欨㾾幎䠋⷏ҷⅰ ☛桕⢧╙䏪⬅⢚株Ҹ 封⋻▇厃␪䠋ⷤ㎟䉉ᾏⵅ棗㻊䠓⁲䖕⋻▇虇⁴ ㍘⶜╙弔弙㜇䩋㟑⁲䠓梏㷑Ҹ⢷⌅ 2016 〃㔷⎉䠓ᾏ 亊⎦⎉吁榔䡽ᾼ虇Mirum 䉉㼆㺚⋻⢡ら䱚―ᾏ↚⋷ 㜿䠓榎㍘ゞ佁ᾙ╙㏚㯮佁䱨虇ℎ⌅㏚㯮容⛞䔖⨭␯ ―304%Ҹ

Mirum Hong Kong䠓Ὴ嬐⨭凧⒔㑻Michael Li 䉉榔䡽俌䡲ҷTony Cheung 䉉ₐ㫼ⴱ㏅俌䡲ҷJustin Foo䉉䳥䛴㫼⑨俌䡲ҷ⁴╙Michael Leung 䉉␄㊞䳥 䛴俌䡲Ҹ


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

INNOVATIVE AGENCY OF THE YEAR

Bronze

ACCENTURE INTERACTIVE, GREATER CHINA ㌠坘ᾏ亊⎦䠓⊹䭏ⴱ㏅⃫♐虇⁴╙⎸䃳⨭朆テ⑐䠓ᾏ 〃虇⥒㩽⚁‡⑤⑖⫹‡⑤仓⎴䠓搔䓝Ҹ ⃫⥒㩽⚁‡⑤ⷻ⥒㩽⚁㝦ᾚ䠓ᾏⵅ㜇䩋ひ◙⁲ 䖕⋻▇虇㝷⢷㏢憯⌆崙棸ㆶ䠓ⴱ㏅汣毦Ҹ憩懝憲㔴宼

first”, with a strong focus on strategic consulting in digital services. In line with this philosophy, Accenture Interactive opened its new digital studio to provide both a place to work, and a place to showcase all the work it has been responsible for. Accenture Interactive also places a focus on creating a cohesive culture, while allowing for individuality in the company. The agency had 23 promotions in 2016, and hired 26 new employees mainly for the creative, design, social media and developer departments. RISE leadership training was held to ensure newly promoted or hired candidates are well-prepared and equipped to lead in the new era.

宗ҷ⾑⧃㔷ひҷ⋶ⵈ╙⛕㫼㝈棱䠓䚱♐虇封⋻▇ᾏ䢃䉉 㢻⢿╙⢚株ₐ㫼㕟K㢜⑨虇⬑䋳㶲⋻▇ҷadidasҷ欨 㾾㝔懙䠋ⷤ⷏ҷ㾾旄ҷⶅ䃣╙橪⎸㻵䳘Ҹ ⥒㩽⚁‡ ⑤╊〃庞ㄦ䠓㜿ⴱ㏅⒔㑻

VansҷSonyҷDysonҷChanel╙HennessyҸ⴩⃜䉉 Ӂ㜇⳦䉉⋗ӂ䠓⁲䖕⋻▇虇⶗㹷㝋㕟K㜇䩋䳥䛴屽寱 㢜⑨Ҹ 䭘㐎憨ᾏ䖕ㆄ虇⥒㩽⚁‡⑤朚宼㜿䠓㜇䩋⽴⃫ ⴳ虇⁴⃫䉉ᾏ↚㝱╾⽴⃫虇╗╾ⷤ䫉⌅⃫♐䠓⢿㝈Ҹ ⥒㩽⚁‡⑤‵厃␪㝋␄憯⢧仟䠓⋻▇㜖⒥虇▛㟑 ⵈ寀♰⽴⢷⋻▇⋶Ⅼ㒐卹㎠Ҹ封⋻▇㝋2016 〃懁姛―

23 榔⁉‚㟘ⓖ虇Ὴ嬐䉉␄㊞ҷ宼宗ҷ䫍″Ⱑ汣╙朚䠋 扷朏凧屚―26 ▜㜿♰⽴Ҹ㳳⪥虇╗厘愵RISE榧娥⦈客虇 ⁴婬∨㜿㟘㎥㜿凧䠓↨戇⁉虇崢⁥↠劌⪯⃫⬌䀥∨虇 ⢷㜿分⃜ᾙῧ樷⛮厹Ҹ

Headed by: Jason Chau, head of Accenture Interactive in Greater China | Owned by: Accenture 65

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

With a range of outstanding client work and a year of strong profit, Accenture Interactive has claimed bronze for Innovative Agency of the Year. A part of Accenture, the agency envisions creating the next transformative customer experience. Through connected offerings in design, marketing, content and commerce, it has been serving local and international giants such as Towngas, adidas, Hong Kong Tourism Board, MTR, P&G and Philips. This year the agency has won several new clients, including Vans, Sony, Dyson, Chanel and Hennessy. The impressive list of blue-chip client wins is a reward for the agency’s focus on being “digital-


INNOVATIVE AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

mcgarrybowen Hong Kong ㎟䱚䥼䥼ᾏ〃虇⃕ᾏ䢃

MCGARRYBOWEN HONG KONG

䯸⇴䠋ⷤҸ 䛀 梊 憩 ⴘ ▘ 㜾 桕 ⢧ 㝋 2016 〃 ㎟ 䱚 虇 mcgarrybowen⴩⃜䉉ᾏⵅ䉉㜇䩋㟑⁲军宼䠓⋷棱⁲ 䖕⋻▇Ҹ 封 ⋻ ▇ 㙐 㢘 䣍 ⪩ 䥴 ▜ 䠓 ⴱ ㏅虇 ⒔ 㑻 ⴞ ⎸ҷKimberly-ClarkҷKotexҷHuggiesҷ㇕⪸䋅ҷⴘ

It’s been just one year since mcgarrybowen Hong Kong opened its doors, but in that time the firm has been on a growth path. Founded in 2016 by Dentsu Aegis Network, mcgarrybowen is positioned as a full-service agency wired for the digital age. The agency serves an impressive client list, including Manulife, Kimberly-Clark, Kotex, Huggies, Fonterra, Anmum, Anlene, Anchor, Maxim’s, Disneyland, Landmark, and Darlie.

One of its iconic works was for ManulifeMove, a new insurance concept that rewards customers for exercising more. The agency created an integrated platform that utilised wearable technology, and promoted an all-round ad push spanning television, online, social media, outdoor and print. Within a year, the agency has grown from the original two founders to 45 full-time staff. It grew at a fast pace and hired one new person every five days on average.

䂎ҷⴘㆰҷAnchorҷ儝ㅒҷ欨㾾慹⩺ⷋ㮑⢡ҷ僽⢿ひ⧃ ╙灠⁉䏨匞Ҹ ╊〃 ⌅ᾼᾏ榔 ⌆⁲ 姷 ㆶ䠓㔷 ひ㻊⑤㞾

ManulifeMove虇憨↚␄㜿Ⅼ根㬑ㆄ憩懝仵‗Ⅼ幊㐧 ㏲虇炢⒄ⴱ㏅⪩⇩懚⑤Ҹ封⋻▇ら䱚―ᾏ↚拜▗╾䰎 ㏃㐏姢䠓伫▗。╿虇᾵憩懝梊嬥ҷ佁仰ҷ䫍″Ⱑ汣ҷ㏅ ⪥ひ◙╙。棱ひ◙懁姛ⴲ≂Ҹ 封⋻▇䠓⁉㜇㝋ᾏ〃⋶ㄭ┮ℕ䠓⋸▜␄愵⁉虇⨭ ␯厂45 ▜⋷分♰⽴Ҹ封⋻▇個倛汧憮⨭朆虇。⣖㵞‣ ⪸凧屚ᾏ▜㜿⁉Ҹ

Headed by: Simone Tam, Greater China CEO | Owned by: Dentsu Aegis Network

66


INTEGRATED MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

OMD HONG KONG

䉉―⢷ㆴ憮䠋ⷤ䠓㜇䩋姛㫼Ⅼ㒐⊹⑱虇㻸殿Ⱑ汣欨㾾 㝋2016 〃㔷姛―⋷棱䠓⁲䖕⋻▇捜仓虇㻸殿Ⱑ汣ᾼ⢚ ╙ⴞ䡮Ⱑ汣桕⢧欨㾾䠓⏜嗲‚▗⪴⁉灒⢚㜖䔁₊☌ 䉉㻸殿Ⱑ汣欨㾾㜿₊姛㛎俌婐虇⁴⿅ℕ䯜㬄䠓崙⒥Ҹ

included the McDonald’s “for you” project. The agency created personalised messages that rode on relevant moments of different customer preferences, digital behaviours and lifestyles, which successfully stimulated sales. At Danone’s launch for its new-to-market flavoured water B’lue, OMD was tasked by the client to develop an integrated brand launch campaign. The agency brought together a team of OMD and partner talents and earned the trust of Danone to strategise, ideate and activate an integrated campaign besides media planning and buying. It also launched Hong Kong’s first video content landscape study covering free and paid TV, and digital video content platforms, to understand the changes in audiences’ viewing behaviour.

⢷㜿䴰䖕ⷳ⿅榧ᾚ虇㻸殿Ⱑ汣欨㾾㢃⶗㹷㝋㜇㙩 ╙㐏姢虇憩懝ㄽ␄㜿⿅ℕ―朆懯䠓㫼⑨㄀榎Ҹ封⋻▇ 懚䚷⼓㜿㜇䩋⶗㫼䥴峧╙⁉㏜虇⁴╙憩懝㜇㙩╙㐏姢 ㍘䚷㕟ⓖ䚱♐虇᾵䉉ⴱ㏅⦈檙―㜿䠓▗⃫㮰ゞҸ 封⋻▇懝╊ᾏ〃䠓⁲姷⃫♐⒔㑻瀴䜅⑭䠓 for you榔䡽Ҹ封⋻▇㧈㙩ᾜ▛槶ⴱ䠓✫⬌ҷ㜇䩋姛䉉╙ 䚮㻊㝈ゞ虇⢷䢇杫㟑⏊䠋憐↚⁉⒥䠓宙ㇾ虇㎟␮⏉䅏 摆⚽槜Ҹ ⢷懣劌㔷⎉慝▗㜿⾑⧃䠓㤫☂似⁥☌㷃 B’LUE 㟑虇㻸殿Ⱑ汣䔁ⴱ㏅⭣宦媌⃫ᾏ↚伫▗䠓㜿♐䏛䠋⾒ 㻊⑤Ҹ封⋻▇ら䱚―ᾏ㚾䛀㻸殿Ⱑ汣╙▗⃫⪴⃃⁉㏜ 仓㎟䠓⢧栙虇᾵庞ㄦ懣劌䠓ⅰ₊虇柳Ⱑ汣宗␒╙庋幆 ⪥虇㢃帯帻⏅⴩䳥䛴ҷ㭚ㆬ宼宗╙㔷⎉ᾏ↚⋷棱䠓伫 ▗㔷ひ㻊⑤Ҹ ╵ᾏ㝈棱虇封⋻▇‵懁姛欨㾾欥↚嬕噚⋜幊╙㛅 幊梊嬥䠓㄀䏖⋶ⵈ䘿⨒䦣䰅虇⁴╙ら䱚㜇䩋㄀≞⋶ⵈ 。╿虇⁴―孲孏䣍孏䢚姛䉉䠓崙⒥Ҹ

Headed by: Deric Wong, CEO | Owned by: Omnicom Media Group 67

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

To stay ahead of the curve in a rapidly evolving digital industry, OMD Hong Kong implemented a full scale agency restructure in 2016. Deric Wong, previously managing partner of strategy at OMD China and OMG Hong Kong, was appointed as OMD Hong Kong’s new CEO to bring a positive change. Under the new leadership, OMD Hong Kong became more focused on data and technology, the micro-innovations that have brought longterm business impact. It also embraced new digital expertise and talent, and enhanced products through the adoption of data and technology as well as cultivating a new model of collaboration for clients. The agency’s iconic work throughout the year


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

INTEGRATED MARKETING AGENCY OF THE YEAR

Silver

Local Hero

FIMMICK Fimmick㞾欨㾾㎟␮㛔‚Ὶᾏ虇᾵㎟䉉伫▗䍮摆仓⎴ 䠓搏䓝⌋㢻⢮咀桓䓝ㄦῊҸ ㎟䱚㝋2008 〃虇Fimmick䡽⏜⢷㝴㢻ҷ╿䇲╙欨 㾾宼㢘愵‚埤虇2016 〃㢃庞ㄦ⪩↚⪶ⴱ㏅虇▛㟑撓ㄦ

Fimmick is one of Hong Kong’s own success stories, and has claimed the title of Local Hero and the silver in the integrated marketing category this year. Founded in 2008, Fimmick has offices in Japan, Taiwan and Hong Kong. 2016 saw a number of big client wins, while boasting impressive client retention numbers at the same time. The digital agency has worked with over 100 international and local clients, while its impressive portfolio includes local and global names such as Swire, HKJC, DBS, Revlon, The Body Shop, Marks & Spencer and Microsoft. In terms of campaigns, for WeWa, the agency launched Hong Kong’s first fully functional credit

card app with a unique instant gift redemption game – “We shake we win”. The campaign generated a considerable increase in new customers, online applications and overshot the KPIs. Fimmick’s team, known collectively as Fimmickers, consists of a considerable amount of expertise and talent. Staff at Fimmick are also welcomed to join the internal “lunch with management” and “dialogue with CEO” programmes where they can chat freely with their superiors on any interesting topics, and join numerous monthly and yearround training programmes. It also promotes a healthy work-balance in the company; a tough goal for any agency.

⁳⁉崩➕䠓ⴱ㏅Ⅼ䛨䔖Ҹ 封⋻▇厖䠍⪩↚⢚株╙㢻⢿ⴱ㏅▗⃫虇⌅Ὴ嬐ⴱ ㏅⒔㑻㢻⢿╙⋷䖒♐䏛虇⬑⪹╳ҷ欨㾾庌欻㢒ҷ㞮ⷤ 搏姛ҷRevlonҷThe Body ShopҷMarks虁Spencer ╙ㄽ恮Ҹ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇䉉XfXb㔷⎉―欨㾾欥㳍 ⋷␮劌ⅰ䚷⓰㍘䚷䮚ゞ虇᾵㕟K䓷䐈䠓│㟑䬽♐⋛㕪 懙㏁We shake we winҸ封㻊⑤䉉㜿ⴱ㏅⁉㜇╙佁ᾙ ㍘䚷䔖⿅ℕ╾孏䠓⨭⿔虇᾵弔弙―杫攄俍㛗㒖㮨Ҹ

Fimmick 䠓⢧栙伀䯀䉉ӁFimmickersӂ虇䜅ᾼ⒔ 㑻䣍⪩⶗ⵅ╙⁉㏜Ҹ

Fimmick 䠓♰⽴⣖㳰慝╒␯⋶扷䠓厖䴰䖕ⷳⓗ 檟╙厖CEO ⶜尀㻊⑤虇⁥↠╾⁴样㟑彮ᾙ▇屖履₊⃤ 㢘弲䠓尀槛虇‵╾╒厖䣍⪩㢗〵╙⋷〃䠓⦈客宗␒Ҹ 㳳⪥虇封⋻▇╗炢⒄⇴う䠓⽴⃫厖䚮㻊。姰虇憨⶜₊ ⃤ひ◙⁲䖕⋻▇ℕ尹抌㞾ᾏ↚⌆桲〵䠓䡽㮨Ҹ

Headed by: Willy Lai, co-founder and business director | Owned by: Independent 68


INTEGRATED MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

mcgarrybowen Hong Kong ㎟䱚䥼䥼ᾏ〃虇⃕ᾏ䢃

MCGARRYBOWEN HONG KONG

䯸⇴䠋ⷤ虇᾵㎟䉉伫▗䍮摆仓⎴䠓搏䓝ㄦῊ虇㎟俍㢘 䡽⌀䤈Ҹ 䛀 梊 憩 ⴘ ▘ 㜾 桕 ⢧ 㝋 2016 〃 ㎟ 䱚 虇 mcgarrybowen⴩⃜䉉ᾏⵅ䉉㜇䩋㟑⁲军宼䠓⋷棱⁲ 䖕⋻▇Ҹ 封 ⋻ ▇ 㙐 㢘 䣍 ⪩ 䥴 ▜ 䠓 ⴱ ㏅虇 ⒔ 㑻 ⴞ ⎸ҷKimberly-ClarkҷKotexҷHuggiesҷ㇕⪸䋅ҷⴘ

an all-round ad push spanning television, online, social media, outdoor and print. This year, the creative agency helped Manulife to refresh its activity-tracking programme. The campaign was built on the simple idea of “outdoors made greater”, which is designed to show Manulife’s iconic green cube – leading campaign ambassador Pakho Chau and other people to move to a healthy and active lifestyle. A green trail was created when one moved, symbolising the rewards that follow. Within a year, the agency has grown from the original two founders to 45 full-time staff. It continued to grow at a fast pace, hiring one new person every five days on average.

䂎ҷⴘㆰҷAnchorҷ儝ㅒҷ欨㾾慹⩺ⷋ㮑⢡ҷ僽⢿ひ⧃ ╙灠⁉䏨匞Ҹ ╊ 〃 ⌅ ᾼᾏ榔 ⎴ ⌆⁲ 姷 ㆶ 䠓 㔷 ひ 㻊 ⑤ 㞾

ManulifeMove虇憨↚␄㜿Ⅼ根㬑ㆄ憩懝仵‗Ⅼ幊㐧 ㏲虇炢⒄ⴱ㏅⪩⇩懚⑤Ҹ封⋻▇ら䱚―ᾏ↚拜▗╾䰎 ㏃㐏姢䠓伫▗。╿虇᾵憩懝梊嬥ҷ佁仰ҷ䫍″Ⱑ汣ҷ㏅ ⪥ひ◙╙。棱ひ◙懁姛ⴲ≂Ҹ

mcgarrybowen⁙〃䉉ⴞ⎸㢃㜿ManulifeMOVE 宗䛺虇⢷Outdoors made greater䠓䖕ㆄ⦉䪝ᾙ虇ⷤ 䫉⎉伯吁䱚㝈汣䠓ⴞ⎸♐䏛㮨尛虇䛀⁲宏⁉◷㥞巹厖 ⋷㾾⾑㶠廿⎉㏅⪥虇㐤⋴⇴う㻊␪䠓䚮㻊Ҹひ◙ᾼ䠓 ⁉䏸䮊⑤㟑虇ⷀ槾䫉⎉ᾏ㨬伯吁彂彰虇⁲姷䓝幭样Ὶ 军ℕҸ 封⋻▇䠓⁉㜇㝋ᾏ〃⋶ㄭ┮ℕ䠓⋸▜␄愵⁉虇⨭ ␯厂45 ▜⋷分♰⽴Ҹ封⋻▇個倛汧憮⨭朆虇。⣖㵞‣ ⪸凧屚ᾏ▜㜿⁉Ҹ

Headed by: Simone Tam, Greater China CEO | Owned by: Dentsu Aegis Network 69

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

It’s been just one year since mcgarrybowen Hong Kong opened its doors, but in that time the firm has been on a growth path and is now the silver winner in the integrated marketing category. Founded in 2016 by Dentsu Aegis Network, mcgarrybowen is positioned as a full-service agency wired for the digital age. The agency serves an impressive client list, including Manulife, Kimberly-Clark, Kotex, Huggies, Fonterra, Anmum, Anlene, Anchor, Maxim’s, Disneyland, Landmark, and Darlie. One of its iconic works was for ManulifeMOVE, a new insurance concept that rewards customers for exercising more. The agency created an integrated platform that utilised wearable technology, and promoted


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

INTEGRATED MARKETING AGENCY OF THE YEAR

Bronze

ANON 伢 懝ᾏ 〃テ ⑐䠓榔䡽╙ⴱ㏅⨭朆虇␄㊞⁲ 䖕⋻▇

ANON⫹ㄦ㢻仓⎴䠓搔䓝Ҹ 䛀⫶儝⏜㎟♰Simon Handford╙Sandy Chan 㝋2013 〃␄䱚虇憨㚾ⓐ⁉仓㎟䠓⢧栙㢜⑨⪩↚嗦▜ⴱ ㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ榧厹㐤幖欨㾾㢘柟⋻▇ҷ⪹ ╳⢿䚱╙Nike 欨㾾䳘Ҹ 憨㚾嬞㮰䢇⶜悒⶞ҷ⃕䚮䚱␪毩⁉䠓⢧栙⢷䚱 ♐㢜⑨㝈棱䠓⵵␪‵ᾜⵈㆌ嬥虇⌅㫼⑨䵓⢜⒔㑻梊嬥

Following a year of impressive projects and clients, creative shop ANON has grabbed third spot in this category. Founded in 2013 by Ogilvy & Mather alumni Simon Handford and Sandy Chan, the agency team of 10 serves an impressive portfolio of clients, including Hong Kong Disneyland, Vanguard Investments Hong Kong, Swire Properties and Nike Hong Kong. This relatively small, but prolific team doesn’t pull any punches in its offerings, including TVCs, OOH, digital, product design, packaging, collateral and brand events. In 2016, the agency scored a number of big wins, including Moët Hennessy, FOX Networks Group Asia and JP Morgan, to name a few.

The most notable campaign from the ANON team in 2016 was the “Star Wars Takeover” for Hong Kong Disneyland, where the agency created a range of creative collaterals. Additionally, the agency organised the “Where Christmas is Made” campaign at Pacific Place late last year, setting up a beautiful display with pop-up shops, sights, smells, sounds and a professional Santa Clause. Regularly eschewing the retainer-based business model, ANON is not afraid to do things differently. ANON might want to consider a name change as the agency has grown to be far from anonymous, despite its best efforts – it doesn’t even have a website to promote its services.

ひ◙ҷ㏅⪥ひ◙ҷ䚱♐宼宗ҷ⒔婬ҷⴲ≂㣟㜨╙♐䏛㻊 ⑤Ҹ封⋻▇㝋2016 〃庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻拸㈔恡ⷋ 寸ҷ梜⩺⢚株佁仰‭㻁╙㗸㧈⪶憩䳘Ҹ

ANON⢧栙 2016 〃㢏‽䣋䠓㔷ひ㻊⑤Ὶᾏ虇嬐㜇 欨㾾慹⩺ⷋ㮑⢡䠓Ӂ㞮䖒⪶㎿處⋴⅄㞝㝴ᾥ䛛ӂ虇封⋻ ▇䉉⌅媌⃫―ᾏ亊⎦⎴⌆␄㊞䠓ⴲ≂♐Ҹ 㳳⪥虇封⋻▇╊〃〤⢷⪹╳ひ⧃厘愵―ӁWhere Christmas is Madeӂ慝凥尤㻊⑤虇拜▗柟㟑〦ҷ嬥 孉ҷ☂孉ҷ刁概╙凥尤冐⁉虇㏢憯―ᾏ⧃⁳⁉幭ㅒ㈔䡽 䠓ⷤ孌Ҹ ⴩㢮㛈崙┮㢘䠓㫼⑨㮰ゞ虇ANON⑖㝋➦寵ᾜ▛ 䠓‚䏸Ҹ

ANON╾劌嬐冒㋽㛈▜虇⡯䉉封⋻▇䖍⾁䠋ⷤ㎟ 䉉ᾏⵅ炝炝㢘▜䠓⁲䖕⋻▇虇ᾜ⌜㞾䊰▜桀⩺Ҹ军㢏 ⁳⁉➥➥䯀⫖䠓㞾虇封⋻▇䚩厂憲ᾏ↚䚷ℕⴲ≂⌅㢜 ⑨䠓佁䱨抌㸡㢘Ҹ

Headed by: Simon Handford/Sandy Chan, co-founders | Owned by: Independent 70


INTEGRATED MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

RED FUSE COMMUNICATION

Red Fuse Communications㞾WPP 桕⢧䉉ᾏ↚ⴱ ㏅ʟʟ汧棁䃣㩤㲥⶗朏㎟䱚䠓⁲䖕⋻▇虇帯帻埤䖕封 ♐䏛䠓ᾏ⎖⾑⧃㔷ひ㫼⑨虇⒔㑻ひ◙ҷⰡ汣ҷ㜇䩋ҷ䫍 ″ҷ㻐⑤ҷ㼗幊冔䍮摆╙⶗㫼䏨䭠≂宙Ҹ 封 ⋻ ▇ 䛀 ℕ 卹 㕩 儔 ㅔ ⎀ҷⶩ 㕩 Ⱑ ⁚ҷGreyHealthҷVML╙⇘朏䠓♰⽴⌀▛仓㎟虇⢷欨㾾

Red Fuse Communications was built by WPP for one client: Colgate-Palmolive, leading all its marketing communications, including advertising, media, digital, social, mobile, shopper marketing, and dental profession communications – in one agency. It was founded with staff from Y&R, MEC, Grey Health Group, VML and Wunderman. In Asia, from its regional head office in Hong Kong, and with a hub in Mumbai, the agency leads all marketing for Colgate-Palmolive’s brands, developing campaigns for 16 countries. In 2017, Red Fuse added Australia and New Zealand to the roster.

Throughout 2016, Red Fuse launched more than 60 campaigns, and the majority of them were fully integrated. Two key integrated campaigns were the Colgate scholarship campaign and Colgate fresh confidence campaign. The most significant achievement is that despite the pressures faced in 2016, it received the highest client-agency appraisal score in three years with a score of 8.2 out of 10. On the staff front, five new hires were made in 2016, including a head of digital, head of media of Asia and a regional creative director (copy).

宼䱚Ⓩ⥮俌扷虇⁴╙⢷ⳮ幆宼㢘ᾏ↚㮭亟ᾼㅒҸ⌅帯 帻汧棁䃣㩤㲥⢷‭㻁䠓ᾏ⎖⾑⧃㔷ひ㫼⑨虇☛⢷16↚ ⢚ⵅ朚ⷤ㔷ひ㻊⑤Ҹ2017〃虇Red Fuseⶖ䅂㻁╙亟嬎 垼亜⋴㫼⑨䵓⢜Ҹ

Red Fuse⢷2016〃⋷〃㔷⎉―60⪩↚㔷ひ㻊⑤虇 ⪶扷⎕㞾伫▗㔷ひ㻊⑤虇⌅ᾼ⋸↚Ὴ嬐伫▗㔷ひ㻊⑤ 䉉汧棁䃣䓝ⴇ捠宗␒╙汧棁䃣㾔㜿卹ⅰ㔷ひ㻊⑤Ҹ ⊧䴰⢷ 2016 〃棱卷捜捜⩢␪虇⃕封⋻▇㢏槾嗦 䠓㎟ⷀ㞾䔁ㄦᾘ〃⁴ℕ㢏汧䠓ⴱ㏅ʟʟ⁲䖕⋻▇寤 ₿㎟俍虇⁴10 ⎕䉉䂎⎕虇封⋻▇ㄦ⎿8.2⎕Ҹ ⢷♰⽴㝈棱虇封⋻▇㝋2016 〃⌀⨭凧‣▜㜿♰ ⽴虇⌅ᾼ⒔㑻㜇䩋Ὴ䴰ҷ‭㻁Ⱑ汣帯帻⁉ҷⓏ⥮␄㊞俌 䡲䳘Ҹ

Headed by: Caroline Slocombe, managing director | Owned by: WPP

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

71


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

DIRECT MARKETING AGENCY OF THE YEAR

Gold

Local Hero

GOGOCHART 䢃摆仓⎴䠓捠䓝ㄦῊGoGoChart 㝋2016〃䠓⨭朆憮 〵㵣⁴ㄏ㢃ㅺ虇᾵撓ㄦテ⑐䠓㒘〃⨭⿔Ҹ ≔⢷懝╊ᾏ〃虇封⋻▇⾁㎟␮庞ㄦᾜⶠ㢻⢿╙⢚ 株䥴▜♐䏛䠓⤑棡虇⌅ᾼ⒔㑻Yamahaҷⓦ啾㝸⧀ҷⶅ 欻ҷTangoҷ⁴╙㏚懙⽷榼Clash of Kings╙HappnҸ

Gold winner in the direct marketing agency is GoGoChart. 2016 saw it grow faster than ever, with strong year-on-year growth. In the past year alone, the agency has signed several strong local and international brands, including Yamaha, SCMP, BMW, Tango, game giant Clash of Kings and Happn. Other key clients included Apple Daily, 6Waves and UberEATS. GoGoChart has consistently managed to boost download rates and ensure No.1 top slots on both iOS and Android for its clients; Tango’s

app is ranked No.1 and was featured in iOS trending; 6Waves ranked No.1 on the Google Play store in Hong Kong and Japan; while BMW was No.1 in both Hong Kong and Europe, to name a few. GoGoChart successfully raised US$1.5 million to continue its strong growth in Asia and facilitate its expansion plans in the Middle East and Europe. Headquartered in Hong Kong, it has a global team with offices in San Francisco, Tokyo, London and Beijing. Headed by: Daniel Lo, CEO | Owned by: Independent 72

⌅⁥ Ὴ 嬐 ⴱ㏅⒔㑻ҿ垚 㤫㝴⧀Ӏҷ6Waves╙ UberEatsҸGoGoChartᾏ䢃厃␪䉉ⴱ㏅㕟ⓖᾚ悘䔖虇 ᾵䩉Ⅼ⌅ⴱ㏅⢷ iOS╙Android㍘䚷䮚ゞᾚ悘㬫ᾙⅬ 㒐㔡▜䲻ᾏҸℚ⬑處Tango㍘䚷䮚ゞ䠓ᾚ悘䔖㔡▜䲻 ᾏ虇᾵⃜⎦iOS㢏╦㳰慝㔡姛㬫ᾙ虖6waves⢷欨㾾╙ 㝴㢻䠓Google Play㔡姛㬫⃜⎦䲻ᾏ虖军BMW⢷欨㾾 ╙㳟㻁‵㔡姛䲻ᾏҸ

GoGoChart㎟␮⑮桕⎿150喻儝⋒䠓幖捠虇⁴㚾 㒐⌅⢷‭㻁䠓テ⑐䠋ⷤ虇᾵␸⌅㑢ⷤ㫼⑨厂ᾼ㤀╙ 㳟㻁Ҹ 俌扷⃜㝋欨㾾虇封⋻▇㙐㢘ᾏ㚾⢚株⒥䠓⢧栙虇 ⢷ᾘ坸⾑ҷ㤀※ҷ↺㛵╙⒦※⣖宼㢘愵‚埤Ҹ


DIRECT MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

XGATE

懝╊ᾘ〃虇XGATEᾏ䢃⢷䢃摆仓⎴㚏ⓖ㢃汧䠓⃜僽Ҹ ⢷ 2016〃╙2015〃⋴⢜‣テ虇封欨㾾⁲䖕⋻▇⁙〃 仑㝋㌠坘テ⑐⨭朆╙␄㜿⃫♐虇⑖⫹㢻仓⎴䠓搏䓝Ҹ ⌅ Ὴ 嬐 䚱 ♐ 㞾 XG AT E D MS ⪩ 㾯 懢 。 ╿虇

DMS platform to implement CRM programmes, which allowed them to develop a single customer view database to analyse customers’ purchase behaviour and use the insights for marketing campaigns. As a result, CRM managers have KPI and ROI reports that they used to develop or fine-tune campaigns to achieve a 20% increase in sales and 40% increase in efficiency. Founded in 2004, XGATE headquarters at the Science Park in Hong Kong with offices in Guangzhou and Macau. In 2016, it opened a new office in Chengdu which consists of a new GM, technical personnel, data scientists and sales support.

╾ 㧈 㙩 㔷 ひ 㻊 ⑤ 䠓 ⽴⃫ 㻐 䮚 宇 䠋 梊 抄 㔷 ひҷ䥼 宙ҷFacebook ㎥ WeChat ⴲ≂宙ㇾҸ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇厖 Timberland▗⃫⏅ ⴩ⴱ㏅杫⅑䴰䖕ㅯ尯〵䳥䛴虇⁴◇イ⌅㢒♰᾵㕟ⓖ摆 ⚽槜ҸⴒⶖPOS亊伀厖 XGATE䠓DMS。╿仟▗虇⁴⵵ 姛CRM䮚ゞ虇坘㳳ら䱚✽ᾏⴱ㏅嬥⢥㜇㙩〺ℕ⎕㤟槶 ⴱ䠓庋幆姛䉉虇᾵ⶖ憨‪㺭㈘㍘䚷厂㔷ひ㻊⑤Ҹ ⡯㳳虇CRM伢䖕㢒㧈㙩 KPI╙ROI⧀◙ℕ媌⃫㎥ ㄽ屎㔷ひ㻊⑤虇⁴懣㎟ 20%䠓摆⚽槜⨭朆虇⁴╙51 % 䠓㎟㛗⨭⿔䡽㮨Ҹ ㎟䱚㝋2004〃虇XGATE俌扷宼㝋欨㾾䭠ⴇ⢡虇⢷ ひ⽭╙䅂朏⣖宼㢘愵‚埤Ҹ封⋻▇㝋2016 〃⢷㎟抌 朚宼―㜿䠓愵⋻ⴳ虇᾵凧屚俌伢䖕ҷ㐏姢⁉♰ҷ㜇㙩 䭠ⴇⵅ╙摆⚽㚾㖃⁉♰Ҹ

Headed by: Xen Chia, strategic marketing director | Owned by: Independent 73

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

For the past three years, XGATE has been climbing the ranks of the direct marketing category. A finalist in 2015 and 2016, the Hong Kong agency has stepped up to the plate to take out silver, capping off a year of strong growth and innovation work. Its key product is XGATE DMS platform, a multi-channel platform which can trigger eDM, SMS, Facebook or WeChat messages depending on the campaign workflow. On the campaign front, the company worked with Timberland to build a CRM loyalty strategy to retain its members and increase sales. It integrated the POS system with XGATE’s


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

DIRECT MARKETING AGENCY OF THE YEAR

Bronze

OGILVY & MATHER HONG KONG

2016〃䢃摆仓⎴䠓搏䓝ㄦῊ⫶儝⁙〃ㄽ彛ᾏ亩厂䲻 ᾘ⃜虇⃕⌅懝╊ᾏ〃䠓⎉吁姷䖍ᾜⵈㆌ嬥Ҹ 伢懝䂺朆军䅏䉗䠓㵣䯎虇封⋻▇╊〃仑㝋庞ㄦ‭ 㻁喻捛憩䠓㫼⑨Ҹ封⋻▇䉉‭㻁喻捛憩㔷⎉䠓⌅ᾼ

A silver winner in 2016, Ogilvy & Mather slipped to third spot in the direct category this year, but it doesn’t diminish its healthy performance over the past year. Last year, after a long and competitive pitch process, it won the account for Asia Miles. One of its projects for Asia Miles was to launch the x-pillar campaign, which targeted new card members to experience more with Asia Miles’ programmes. It saw a huge increase in members signing up during the campaign. Because lots of Asia Miles members collect points in other hotel programmes, a campaign was developed to encourage members to

convert their hotel points into Asia Miles, using sophisticated targeting to identify which hotel programme they were members of and sending them a personal message to encourage them to convert points – which was the most successful conversion programme ever. Another significant project was for KFC. The agency made edible “Finger Lickin’ Good” nail polish that tasted like fried chicken. The project generated an advertising value of over HK$5 million, and was the top trending topic on Twitter the week of its launch with hundreds of press coverage locally and around the world. Last year, Ogilvy & Mather Hong Kong named Katryna Mojica its new chief executive officer. Headed by: Katryna Mojica, CEO | Owned by: WPP 74

ᾏ↚榔䡽㔰䚷汣毦䍮摆㝈ゞ虇㝷⢷崢䡽㮨㜿⓰㢒♰汣 毦㢃⪩‭㻁喻捛憩䠓宗␒Ҹ⡯㳳⢷㔷ひ㻊⑤㢮朢虇寊 ⌙㢒♰⁉㜇⪶⿔⨭␯Ҹ 䛀㝋ㄗ⪩‭㻁喻捛憩㢒♰㢒憞懝⌅⁥拡〦㢒♰ 宗␒䯜⎕虇䉉炢⒄⁥↠ⶖ拡〦䯜⎕惘㕪䉉‭㻁喻捛 憩捛㜇虇封⋻▇㔷⎉ᾏ↚㔷ひ㻊⑤虇懚䚷乍䩉䠓⴩⃜ ℕ䩉⴩⁥↠㞾♹↚拡〦宗␒䠓㢒♰虇᾵■⁥↠䠋憐↚ ⁉⒥䠓宙ㇾ虇⁴炢⒄⁥↠⋛㕪䯜⎕虇ℎῚ㎟䉉㢏㎟␮ 䠓䯜⎕⋛㕪㻊⑤Ҹ ⢷刾ㅆ⦉䠓⌅ᾼᾏ↚榔䡽ᾼ虇封⋻▇媌⃫䠖䏛䉇 桭☂懢䠓Finger Lickin’ Good㒖䛁㹈虇⿅ℕ䠓ひ◙⊈ ⇋弔懝 500喻㾾⋒虇᾵䠊ᾙ―Twitter 尀槛㬫欥虇⁴╙ ◇イ㢻⢿╙⋷䖒㜇⁴䠍宗䠓㜿凭Ⱑ汣⧀⶝封㻊⑤Ҹ ⫶儝╊〃₊☌ Katryna Mojica䉉⫶儝欨㾾姛㛎 俌婐Ҹ


DIRECT MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

DATATRADE ⢷䢃摆⾑⧃㙐㢘弔懝 30 〃䠓㴆▁虇Datatrade ⶖ㫼 ⑨㑢ⷤ厂ᾘ⪶榧⥮處◇イ㜿ⴱ㏅ҷⴱ㏅ㅯ尯〵╙㺭 ㈘ҷ⁴╙憩ㄏ‭㻁䠓朏㏅Ҹ憨ᾘ㝈棱㢜⑨䠓仟▗虇ℎ

Datatrade㎟䉉欨㾾㢏⪶⤚䠓伫▗䢃摆⁲䖕⋻▇Ὶ ᾏҸ

With more than 30 years of heritage in the DM market, Datatrade has expanded the business into three major areas: new customer acquisition, customer loyalty and intelligence, plus its gateway to Asia. These three combined offerings make Datatrade one of the largest integrated DM agencies in Hong Kong. 2016 was a year that Datatrade broke the code for linking together big data-driven campaigns and IoT to supercharge customer acquisition and enhance customer retention strategies, particularly

in the newly emerging O2O segment. Datatrade applied these techniques for a cereal client, one of the most competitive and challenging segments in the food industry. With the agency going strong, staff training and development once again played a central role in 2016, with intensive internal training to develop skills and minimise attrition. Additionally, the agency scored a total of 12 new clients, including Porsche, Whirlpool, Monexo and Marc Jacobs.

Datatrade㝋2016 〃⃫⎉䰐䧃虇ⶖ⪶㜇㙩Ὴ⶝䠓 㔷ひ㻊⑤厖䏸凾佁㜃▗虇⁴◇イ㢃⪩㜿ⴱ㏅╙㕟ⓖⴱ ㏅Ⅼ䛨䳥䛴虇ⶳ⌅⢷㜿厗 O2O 榧⥮ҸDatatrade ⶖ憨 ‪㐏姢㍘䚷㝋ᾏ↚㝸檟䯏䏸♐䏛ⴱ㏅䠓㔷ひ㻊⑤ᾙ虇 ℎ⌅⢷橮♐姛㫼ᾼ䲅䎼㢏䅏䉗╙㢏⌆㒠㎿ㆶ䠓榧⥮ Ὶᾼ劺䯝军⎉Ҹ 样嗦封⋻▇ᾜ㝆⩾⪶虇♰⽴⦈客╙䠋ⷤ⢷ 2016 〃⌜㲰㎟䉉⌅捜灭虇᾵憩懝ⵕ桕ゞ䠓⋶扷⦈客ℕ䠋 ⷤ♰⽴㐏劌虇ℎ⁥↠劌⪯厖㟑᾵懁Ҹ㳳⪥虇封⋻▇⌀ 庞ㄦ12↚㜿ⴱ㏅虇⒔㑻Ⅼ㟑㔆ҷ㉯军㻵虇Monexo╙

Marc JacobsҸ

Headed by: Monica Chan, group managing director | Owned by: Independent

Finalist

THE PUZZLE MARKETING AND PR ⦔ⅰ㻍䠋寵䚷♐╙姦榼ⴲ≂㻊⑤㞾◇イ欨㾾䃪⢷槶 ⴱ䠓㢏䓷䐈╙䢃㔴㢘㛗䠓㝈ゞ虇ㆬ㞝⾑⧃䳥␒╙⋻杫 㢘柟⋻▇㎟␮㏢⋴㻊⑤䍮摆╙䢃摆仓⎴䠓‣テҸ 㝋2006 〃⢷欨㾾㎟䱚虇封⋻▇ᾏ䢃䉉㤀听ҷ㧑

“in-store magic tour” outside the entrance of retail stores PARKnSHOP, Wellcome, AEON and YATA. Promoters dressed in purple uniforms and distributed chocolate samples in-store to encourage purchase. It also had a “Cadbury fancy house” at outdoor locations to target family audiences. Every year, Puzzle Marketing hires new staff and makes staff promotions through evaluation. The company has 30 internal staff in the office and more than 800 frontline event promoters. The staff turnover rate was low at about 4% in 2016.

㧋ҷㆰ╲乥ҷ⬌䱚⋚╙▘䠍⎸䳘♐䏛㕟K㻊⑤䍮摆䳥 䛴㢜⑨Ҹ

2012〃虇ㆬ㞝㎟䉉欨㾾ひ◙⛕㢒凾亊㢒♰Ҹ ╊〃虇封⋻▇⿺␸▘䠍⎸欨㾾厘愵―ᾏ⧃ⴲ≂㻊 ⑤虇䜅ᾼ⒔㑻⢷䠍ℂҷ㉯うҷAEON╙ᾏ䚿䳘梅⚽〦⋴ ╲埤朏⪥僽ⴲ≂♐Ҹⴲ≂⁉♰䰎嗦人吁⏅㢜虇⢷〦⋶ 㻍䠋寵橮婬㣀╳␪虇⁴炢⒄槶ⴱ庋幆Ҹ㳳⪥虇╗⢷䡽㮨 ㏅⪥⢿灭宼僽ᾏ朢▘䠍⎸⫖⬨ⷚ虇⁴◇イⵅ〼╦䣍Ҹ 封⋻▇㵞〃抌㢒⊀屚㜿♰⽴虇᾵憩懝寤₿⶜♰⽴ 懁姛㟘ⓖҸ封⋻▇䡽⏜㙐㢘41▜⋶扷♰⽴╙800⪩▜⏜ 佩㻊⑤ⴲ≂⁉♰Ҹ⌅♰⽴㻐⫀䔖⃝虇2016〃亓䉉4虀Ҹ

Headed by: Francis Lo, marketing director | Owned by: Independent 75

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Believing sampling and on-the-street promotions are the most unique, direct and effective ways to reach potential customers in the Hong Kong market, The Puzzle Marketing and PR landed as a finalist in the event and direct marketing categories. Established in Hong Kong in 2006, the agency has been serving brands such as Toshiba, Quaker, Equal Sugar, Horlicks and Cadbury for event marketing strategies. In 2012, The Puzzle was admitted as an affiliated member of the HK4As. Last year, it helped Cadbury Hong Kong to initiate a promotion event which included an


FAST GROWING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

mcgarrybowen⢷欨㾾㎟䱚䥼䥼ᾏ〃虇㫼⑨ᾏ䢃䯸⇴ 䠋ⷤ虇᾵㎟䉉ㅺ憮⨭朆⁲䖕⋻▇仓⎴䠓捠䓝ㄦῊ虇㎟ 俍㢘䡽⌀䤈Ҹ

Gold

MCGARRYBOWEN HONG KONG

䛀 梊 憩 ⴘ ▘ 㜾 桕 ⢧ 㝋 2016 〃 ㎟ 䱚 虇 mcgarrybowen⴩⃜䉉ᾏⵅ⶗䉉㜇䩋㟑⁲军宼䠓⋷ 棱⁲䖕⋻▇Ҹ 封 ⋻ ▇ 㙐 㢘 䣍 ⪩ 䥴 ▜ 䠓 ⴱ ㏅虇 ⒔ 㑻 ⴞ ⎸ҷKimberly-ClarkҷKotexҷHuggiesҷ㇕⪸䋅ҷⴘ 䂎ҷⴘㆰҷAnchorҷ儝ㅒҷ欨㾾慹⩺ⷋ㮑⢡ҷ僽⢿ひ⧃

It’s been just one year since mcgarrybowen Hong Kong opened its doors, but in that time the firm has been on a growth path – and has now won gold in the fast-growing agency category. Founded in 2016 by Dentsu Aegis Network, mcgarrybowen is positioned as a full-service agency wired for the digital age. The agency serves an impressive client list, including Manulife, Kimberly-Clark, Kotex, Huggies, Fonterra, Anmum, Anlene, Anchor, Maxim’s, Disneyland, Landmark and Darlie. One of its iconic works was for ManulifeMOVE, a new insurance concept that rewards customers for exercising more. The agency created an integrated platform that utilised wearable

technology, and promoted an all-round ad push spanning television, online, social media, outdoor and print. This year, the creative agency helped Manulife refresh the activity-tracking programme. The campaign builds on the simple idea of “outdoors made greater”, which is designed to show Manulife’s iconic green cube, leading campaign ambassador Pakho Chau and other people to take on a healthy and active lifestyle. A green trail was created when one moves, symbolising the rewards that follow. Within a year, the agency has grown from the original two founders to 45 full-time staff. It has continued to grow at a fast pace and has hired one new person every five day on average.

╙灠⁉䏨匞Ҹ ╊ 〃 ⌅ ᾼᾏ榔 ⎴ ⌆⁲ 姷 ㆶ 䠓 㔷 ひ 㻊 ⑤ 㞾

ManulifeMove虇憨↚␄㜿Ⅼ根㬑ㆄ憩懝仵‗Ⅼ幊㐧 ㏲虇炢⒄ⴱ㏅⪩⇩懚⑤Ҹ封⋻▇ら䱚ᾏ↚拜▗╾䰎㏃ 㐏姢䠓伫▗。╿虇᾵⢷梊嬥ҷ佁ᾙҷ䫍″Ⱑ汣ҷ㏅⪥ひ ◙╙。棱ひ◙懁姛ⴲ≂Ҹ

mcgarrybowen⁙〃䉉ⴞ⎸㢃㜿ManulifeMove 宗䛺虇⢷Outdoors made greater 䠓䖕ㆄ⦉䪝ᾙ虇ⷤ 䫉⎉伯吁䱚㝈汣䠓ⴞ⎸♐䏛㮨尛虇䛀⁲宏⁉◷㥞巹厖 ⋷㾾⾑㶠廿⎉㏅⪥虇㐤⋴⇴う㻊␪䠓䚮㻊Ҹひ◙ᾼ䠓 ⁉䏸䮊⑤㟑虇ⷀ槾䫉⎉ᾏ㨬伯吁彂彰虇⁲姷䓝幭样Ὶ 军ℕҸ

mcgarrybowen䠓⁉㜇㝋ᾏ〃⋶ㄭ┮ℕ䠓⋸▜ ␄愵⁉虇⨭␯厂45 ▜⋷分♰⽴Ҹ封⋻▇個倛汧憮⨭朆虇 。⣖㵞‣⪸凧屚ᾏ▜㜿⁉Ҹ

Headed by: Simone Tam, Greater China CEO | Owned by: Dentsu Aegis Network 76


FAST GROWING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

BBDO HONG KONG BBDO欨㾾伢㴆テ⑐䠓ᾏ〃虇ⴱ㏅Ⅼ䛨䔖懣䠍₌Ὶ䠍虇 ⎸䃳⨭朆汧懣 240%虇㞾封⋻▇㎟䱚53〃ℕ䠓㢏⪶⨭ ⿔Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻 Fedexҷ䴼䏛ҷ䗹㶞橮♐ҷ㨔庌 ㅆ㜾虈⫣歂╙Visa虇᾵㝋╊〃庞ㄦ儝㹿╙似⁥⬅䠓⡪ ↜㜿㫼⑨Ҹ儝㹿⋻▇䉉⌅吼㵣ҷHot WheelsҷMega! Blocks╙Turning Mecard♐䏛懁姛―⋷䖒㵣䯎㑪㮨虇

coating” for Vita, where it challenged competitors’ claims and turned them on their respective heads. BBDO Hong Kong also partnered with the Hong Kong Society for Community Organisation (SoCO) to launch a campaign to raise awareness of the city’s housing problems. It replicated several 18 square feet cubicle apartments and placed these around the city. It even posted a room on Airbnb for anyone who wanted to stay. The road show stopped thousands of people in their stride, attracting local and international media, including CNN. Chee-hwa Tung, former chief executive of Hong Kong, also attended the opening day of the photo exhibition.

㢏仑⋷䛀BBDO 䓷ㄦҸ封⋻▇‵庞ㄦ似⁥⬅䠓㏏㢘哅 ♐䏛㫼⑨虇᾵䛀ᾏ㚾ℕ卹⪶ᾼ啾⢿Ⓩ䠓⁉㏜帯帻Ҹ ⌅懝╊ᾏ〃䠓‽䣋㻊⑤⒔㑻 Snickers 䠓㑌㷃ひ ◙Ӂ利檢尭撓ӂ虇ひ◙䔸䡰㛎ⴱ坬⁉虇佷㎟⫀宏捠╴虖 军似⁥⬅䠓䊰乥哅ⴲ≂ᾏ╜≂伀虇㒠㎿䲅䎼⶜㏚䠓ひ ◙╲埮Ҹ

BBDO 欨㾾‵厖欨㾾䫍Ⓩ仓俣ⓣ㢒虃SoCO虄▗ ⃫㔷⎉ᾏ榔㔷ひ㻊⑤虇⁴㕟ⓖ⋻䣍⶜欨㾾㏎ⷚ⛞槛䠓 尜峧Ҹ封⋻▇媖媌18 。㝈咀ⷉ䠓␞㏎虇᾵ⶖ⌅宼僽⢷ ⥝⾑◷⢜Ҹ 封␞㏎䚩厂ᾙ悘厂Airbnb虇䢚䢚㞾▵㢘⁉㊂䭮 ⃞Ҹ 封彾䂣◇イ―㜇ⓒ⁉⇫ᾚ匂㳴虇㢃ㄦ⎿㢻⢿╙⢚ 株Ⱑ汣⧀⶝虇⒔㑻儝⢚㢘佩梊嬥㜿凭佁Ҹ 欨㾾⏜姛㛎朆ⴧ嗲ら啾‵⎉⾼㢘杫㚬㄀ⷤ䠓朚 ⿤䬽Ҹ

Headed by: Tze Kiat Tan, CEO of Greater China | Owned by: Omnicom Group 77

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

BBDO Hong Kong had a big year – the agency was able to boast a 100% client retention rate, and achieved a whopping 240% profit margin increase – the biggest growth in the office’s 42-year history. Key clients include Fedex, Wrigley, Mars, Mercedes-Benz and Visa – and since last year, quadruple wins on Mattel and Vitasoy. Mattel called an APAC-wide pitch for the brands Barbie, Hot Wheels, Mega Bloks and Turning Mecard, all of which BBDO won. Vitasoy’s entire tea portfolio also went to the agency, led by a team of talent from all over Greater China. Notable campaigns over the past year included the Snickers slip-ups, where celebrities “slip up” and make hilarious mistakes due to hunger; and the counter-intuitive “No sugar-


FAST GROWING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

Local Hero

FIVESTONES ⢷ㅺ憮⨭朆⁲䖕⋻▇仓⎴ᾼ䔁ㄦ䲻ᾘ▜⌋㢻⢮咀桓 䓝䠓㞾FiveStonesҸ

FiveStones㞾ᾏⵅ欨㾾㜇䩋䍮摆槶⛞⋻▇虇卹⋺ 〃⏜㎟䱚⁴ℕ虇ᾏ䢃⢷噻⑒䠋ⷤҸ ㎟䱚㝋 2009 〃虇封⋻▇㎟䉉 DoubleClick by Google⢷‭⪹Ⓩ䠓╾棯㢜⑨K㍘⛕虇㞾⪶ᾼ啾⢿Ⓩ 欥ⵅ䠓▗⃫⪴⃃ҸFiveStones 㙐㢘㜇䩋䍮摆榧⥮䠓

Taking third spot as well as Local Hero in the Fast Growing Agency of the Year is FiveStones. FiveStones is a digital marketing consultancy native to Hong Kong, and has grown in leaps and bounds since its inception eight years ago. Founded in 2009, it earned its name by being a trusted service provider of DoubleClick by Google in the Asia Pacific region – the first such partner in Greater China. FiveStones’ expertise in this sector allows it to offer solutions ranging from an outsourced ad operation workforce, a creative or digital buying team, all the way to training and consulting on a variety of technologies and tools. As the digital marketing industry is fastgrowing and ever-evolving, FiveStones has

provided programmatic buying services since 2013, and its customers and sales volume growth have both skyrocketed over the past few years. Its expansion has covered four countries in just six months, with offices now located in Hong Kong, Sydney, Shanghai, Taipei and Singapore. Key clients include, 3HK, Asia Miles, TripAdvisor, The Economist, BBC, CNN, Google, GroupM and Chow Sang Sang. The company’s name has its roots in the Bible story about how King David defeated his giant enemy Goliath with just a sling and five stones. FiveStones prides itself on its commitment to clients, understanding their business challenges and providing well-suited solutions with best-inclass services.

⶗㫼䥴峧虇㕟Kㄭ⪥⎳ひ◙䍮懚⁉♰ҷ␄㊞㎥㜇䩋㔰 庋⢧栙ҷ⁴厂▓䮽㐏姢╙⽴⌆⦈客╙屽寱䳘䠓孲㸉 㝈㧗Ҹ 样嗦㜇䩋䍮摆姛㫼ᾜ㝆ㆴ憮䠋ⷤ虇FiveStones卹 2013〃朚⭚㕟K䮚〞⒥庋幆㢜⑨虇军⌅ⴱ㏅╙䍮㫼槜 ⢷懝╊」〃⣖⪶⿔⨭朆Ҹ 封⋻▇⢷䥼䥼⋼↚㢗⋶ⶖ㫼⑨㚃ⷤ厂嬕噚⡪↚ ⢚ⵅ虇䖍㟑⢷欨㾾ҷ㈘ⷋҷᾙ㼆ҷ╿⒦╙㜿␯⣰⣖宼㢘 愵‚埤Ҹ ⌅ Ὴ 嬐 ⴱ ㏅ ⒔ 㑻 3欨 㾾 ҷ‭ 㻁 喻 捛 憩ҷTripAdvisorҷҿ伢䅮ⴇ⁉Ӏҷ咀⢚ひ㘼⋻▇ҷ儝⢚ 㢘佩梊嬥㜿凭佁ҷGoogleҷGroupM╙◷䚮䚮Ҹ 封⋻▇䠓▜⳦䀟㝋凥伢㛔‚虇⋶ⵈ䉉⪶姪⬑⃤䚷 ▙亱╙‣⧙䦂榼㙙㛦⽷⁉㳛⎸‭ҸFiveStones厃␪― 孲ⴱ㏅䠓㫼⑨㒠㎿虇䉉⌅㕟K㢏▗懸䠓孲㸉㝈㧗厖ᾏ 㻐䠓㢜⑨Ҹ

Headed by: Alex Yeung, managing director | Owned by: Numiracle Group 78


FAST GROWING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

INNOVATIVE DIGITAL MEDIA Innovative Digital Media虃IDM虄㞾ᾏⵅ㜇䩋䍮摆䳥 䛴⋻▇虇㎟䱚㝋2011〃虇憩懝▓䮽㜇䩋㾯懢虇⶗㹷㝋 㕟K佁ᾙ䍮摆䳥䛴╙♐䏛䠋ⷤ㢜⑨Ҹ 封⋻▇⢷懝╊⡪〃⨭朆テ⑐虇㒘〃⨭朆懣 50%虇 ᾵㝋2016 〃庞ㄦ⋼↚Ὴ嬐ⴱ㏅虇⒔㑻搏凾テ䯜捠ҷ垖

Innovative Digital Media (IDM) is a digital marketing strategy company founded in 2011. The agency specialises in online marketing strategies and brand development through a variety of digital channels. The agency has shown a strong growth of 50% year-on-year for the past four years with six key wins in 2016, including BCT MPF, Zurich Insurance, Promise Finance, Dermes from Neo Derm Group and Prada Hong Kong, to name a few. In line with the new business growth, it

appointed two new team members this year taking the staff to 16. Wing Chan joined as business development director and Hinam Sham joined as operations and product director. On the campaign front, the company worked with Neo Derm Beauty to optimise keywords for a series of beauty brands under the brand. The agency achieved 7,200 conversions, 50 million impressions and attained 240,000 clicks.

灝ᾥⅬ根ҷ戵㶠㝴㢻帰⑨ҷNeo Derm Group㝦ᾚ䠓 Dermes╙Prada欨㾾䳘Ҹ 样嗦㜿㫼⑨⨭朆虇封⋻▇╊〃㜿⨭⋸▜⢧栙㎟ ♰虇♰⽴⁉㜇懣厂16⁉Ҹ ⌅ᾼ Wing Chan ␯⋴ ㎟䉉㫼⑨䠋 ⷤ 俌 䡲虇军 Hinam Sham␯⋴㎟䉉䍮懚╙䚱♐俌䡲Ҹ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇厖Neo Derm Beauty ▗⃫虇䉉♐䏛㝦ᾚ䠓ᾏ亊⎦儝ⵈ♐䏛⊹⒥杫攄寭Ҹ封 ⋻▇㎟␮╥ㄦ7,200㲰惘㕪㲰㜇ҷ5,000 喻㲰㡬⋘ҷ⁴ ╙35喻㲰灭㙙Ҹ

Headed by: Jackie Lung, founder and business director | Owned by: Independent

Finalist

X SOCIAL GROUP ㎟䱚㝋2013〃虇X Social Group㞾ᾏⵅ彷⨒㜇䩋ひ◙ ⁲䖕⋻▇虇⢷欨㾾㕟K㜇䩋╙䫍″⛕⑨孲㸉㝈㧗Ҹ

X Social㒖⌅⶗㹷㝋ᾼ⢚䫍″Ⱑ汣䍮摆ҷ䫍″㠉 劌ҷKOL䍮摆ҷ䫍″ⴱ㏅杫⅑䴰䖕ҷ彷⨒䍮摆ҷ㜇㙩䴰

Media reached a global partnership agreement to develop the high-speed rail advertising network in China. On the employment front, the agency has grown its 69-person team to over 100, and has an exceptionally low staff turnover rate of 6%. Last year, former OMG Hong Kong CEO Jackson Kwok joined X Social Group’s subsidiary X Horizon as president. To attract talent, the company says it does not believe in poaching because it will lead to more poaching, which affects all agencies in the market.

䖕䳘㫼⑨Ҹ ╊〃虇封⋻▇㜿⨭25 ↚㜿ⴱ㏅虇⌅ᾼ⒔㑻ᾼ⢚″ 憩搏姛ҷPriority PassҷFresh Hong KongҷῬ焜欨 㧋捛㑘⪶拡〦ҷ⋺懣憩⓰╙咀⢚㟑ⶩ梅⚽桕⢧ Jack

Russell EmporiumҸ ╊〃Ῥ㢗虇封⋻▇厖⋕宙≂Ⱑ懣㎟⋷䖒▗⃫ⓣ 峿虇⌀▛朚䠋ᾼ⢚汧旄ひ◙佁仰Ҹ ⢷㑪凧㝈棱虇封⋻▇⾁ⶖ⌅69⁉䠓⢧栙⨭厂ᾏ䠍 ⪩⁉虇军♰⽴㻐⫀䔖⃝厂6%Ҹ ╊〃虇欨㾾ⴞ䡮Ⱑ汣桕⢧⏜姛㛎俌婐扼冏悬␯⋴

X Social Group㝦ᾚ䠓ⳟ⋻▇X Horizon㙣₊俌婐Ҹ 䉉◇イ⁉㏜虇封⋻▇姷䫉ᾜ䢇ⅰ㒥孡虇⡯䉉憨㮲 ╹㢒⶝厃㢃⪩㒥孡虇㢏仑㄀榎㜃↚⁲䖕⋻▇䚮㋚Ҹ

Headed by: Samuel Lam, co-founder | Owned by: Independent 79

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Established in 2013, X Social Group is a crossborder digital agency which provides digital and social commerce solutions in Hong Kong. X Social describes itself as specialising in Chinese social media marketing, social intelligence, KOL marketing, social CRM, crossborder marketing, data management, and more. Last year, it added 25 new accounts to its portfolio, including Bank of Communications China, Priority Pass, Fresh Hong Kong, Kowloon Shangri-La, Octopus Cards, and UK-based fashion house Jack Russell Emporium. Last September, the company and Mega-info


PRODUCTION AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

Local Hero

VISUALUTION LABS CMRS桕⢧㝦ᾚ䠓Visualution Labs伢懝ᾏ〃䠓テ⑐ ⨭朆╙⪩↚⢷欨㾾厘姛⎉吁䠓㻊⑤Ὶㄛ虇㎟␮⫹ㄦひ ◙媌⃫仓⎴䠓捠䓝╙㢻⢮咀桓䓝Ҹ ㎟䱚㝋2014〃虇Visualution Labs䉉ⴱ㏅㕟K⊹ 幹䠓㄀䏖⋶ⵈ␄⃫虇⒔㑻䉉。棱宼宗ҷ⑤㋚⢥≞ҷ䢇䏖

CMRS Group’s Visualution Labs has snatched both the gold and Local Hero awards in the production category, following a year of strong growth and a slew of impressive projects across the city. Founded in 2014, it offers quality video content creation for the group’s clients, including the development and execution of the creative direction for graphic designs, motion graphics, photographs and video production. Working with a list of clients – from AIA MPF, MTR, Harbour City, Dah Sing Bank to Campbell – the agency says it grows its business together with clients, as it puts itself in the marketers’

shoes. One key project for the agency was the MTR art station campaign. The train operator has been bringing art into stations since 1998, however, passengers often overlooked the beauty of their surroundings, including the collection of art pieces at the MTR stations. For the campaign, the agency created a video that linked up all the art into an online virtual gallery where audiences can enjoy all the artwork at a glance. As a result, it amassed more than 410,000 video views and 30,000 website page views. Headed by Kaho Yue, the agency has expanded from three to 12 staff.

╙㄀䏖媌⃫㭚ㆬ╙⦆姛␄㊞㝈■Ҹ ⌅㢜⑨䠓ⴱ㏅⒔㑻╚戵テ䯜捠ҷ㾾旄ҷ㼆㾾⥝ҷ ⪶㜿搏姛╙捠ⶅ㿾䳘Ҹ封⋻▇姷䫉㢒宼怺埤⢿―孲⾑ ⧃㔷ひ⁉♰䠓梏㷑虇厖ⴱ㏅⌀▛㑢ⷤ㫼⑨Ҹ 封⋻▇⌅ᾼᾏ↚Ὴ嬐榔䡽㞾Ӂ㾾旄ʨ坬姢ӂ㔷ひ 㻊⑤Ҹ卹1998 〃⁴ℕ虇封旄彾伢䍮冔ᾏ䢃厃␪ⶖ坬姢 ⿅⋴恙䱨虇⃕ῧⴱㄏㄏㆌ嬥◷⢜䠓儝瀦‚䏸虇⒔㑻㾾 旄䱨⋶䠓坬姢♐Ҹ 䉉㳳虇封⋻▇媌⃫―ᾏ扷㄀䏖虇ⶖ㏏㢘恙䱨坬姢♐ 憲㔴⎿ᾏ↚佁ᾙ埪㙻䛺す虇崢孏䣍╾⁴ᾏ䡽―䋅⢿㲲 幭㏏㢘⃫♐Ҹ仟㤫虇封㄀䏖亾䯜―弔懝 41喻㲰孏䢚㲰 㜇虇⁴╙ᾘ喻㲰佁榐䆞孌捞Ҹ 䛀Kaho Yue 榧恜虇Visualution Labs䠓♰⽴⁉㜇 ㄭᾘ▜⨭厂12▜Ҹ

Headed by: Kaho Yue, managing partner | Owned by: CMRS Group 80


PRODUCTION AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

WEBS S’UP PRODUCTION 㙐㢘ᾏ㚾90⁉䠓䯜㬄⢧栙虇᾵⢷ひ◙媌⃫仓⎴㔡▜䲻 ‛䠓㞾Webs S’up ProductionҸ

Webs S’up㞾ᾏⵅ⶗朏ㄭ‚㜇䩋‡⑤㫼⑨䠓㜇䩋 槶⛞⋻▇虇帯帻宼宗ҷ朚䠋╙⦆姛凾俺╦䣍䠓⾑⧃㔷 ひ䳥䛴虇㕟Kᾏ䱨ゞ䠓‡⑤㯺槜ひ◙ҷ佁䱨╙㻐⑤。

With a dynamic team of 90, taking second spot in the production category is Webs S’up Production. Webs S’up is a digital consultancy specialising in digital engagement. It designs, develops and executes marketing strategies that connect with audiences, providing onestop solutions with digital tools that include interactive banners, websites and mobile platforms. The agency experienced a promising 106% growth rate in the total number of clients, spanning beauty and energy, such as CLP, FWD, Bank of China and Lancôme, to name a few.

Last year, it started to provide a livestreaming service for its clients which enables the output of high quality live shows and interaction with audiences without geographical or time limitations. For example, for Standard Chartered Bank’s millionaire game show, it was the first-ever cross-platform live show broadcast on 17 Facebook fan pages which garnered more than 500,000 viewership. The production house is also the only marketing agency in Hong Kong to be the advanced business partner of IBM and preferred technical partner of GroupM Hong Kong.

╿䳘㜇䩋⽴⌆孲㸉㝈㧗Ҹ 封⋻▇䠓ⴱ㏅俌㜇撓ㄦ106虀䠓╾孏⨭朆虇㽄噚 ᾼ梊ҷⵛ姪Ⅼ根ҷᾼ⢚搏姛╙Lancôme䳘儝ⵈ╙劌䀟 K㍘⛕Ҹ ╊〃虇封⋻▇朚⭚䉉⌅ⴱ㏅㕟K䖍⧃䢃㘼㢜⑨虇 ℎⴱ㏅劌⪯惇⎉汧幹捞䠓䖍⧃姷䂣虇᾵䰐䧃⢿⥮厖 㟑朢䠓䛛柟虇厖╦䣍懁姛‡⑤Ҹℚ⬑ҿ㾲㏢Ӂ⊹⋗䖕 帰ӂʟ㎠嬐⇩ⵛ児Ӏ䵏䡽虇㞾欥↚憞懝17↚Facebook ⶗榐ひ㘼䠓彷。╿䢃㘼䵏䡽虇◇イ弔懝 50 喻㲰孏䢚 㲰㜇Ҹ

Webs S’up‵㞾㢻㾾⚾ᾏ䠓⁲䖕⋻▇㎟䉉IBM汧 亩㫼⑨▗⃫⪴⃃虇‵㞾儳戠欨㾾欥戇㐏姢▗⃫⪴⃃䠓 媌⃫⋻▇Ҹ

Headed by: Bob Tin, founder | Owned by: Numiracle Group 82


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

PRODUCTION AGENCY OF THE YEAR

Bronze

ACCENTURE INTERACTIVE, GREATER CHINA ㌠坘ᾏ亊⎦䠓⊹䭏ⴱ㏅⃫♐虇⁴╙⎸䃳⨭朆テ⑐䠓ᾏ 〃虇⥒㩽⚁‡⑤⑖⫹ひ◙媌⃫仓⎴䠓搔䓝Ҹ ⃫䉉⥒㩽⚁䠓ᾏ扷⎕虇封⋻▇㝷⢷㏢憯⌆崙棸 ㆶ䠓ⴱ㏅汣毦Ҹ憩懝憲㔴宼宗ҷ⾑⧃㔷ひҷ⋶ⵈ╙⛕ 㫼㝈棱䠓䚱♐虇封⋻▇ᾏ䢃䉉㢻⢿╙⢚株ₐ㫼㕟K㢜

first”, with a strong focus on strategic consulting in digital services. In line with this philosophy, Accenture Interactive opened its new digital studio to provide both a place to work, and a place to showcase all the work it has been responsible for. Accenture Interactive also places a focus on creating a cohesive culture, while allowing for individualities in the company. The agency had 23 promotions in 2016, and hired 26 new employees mainly for the creative, design, social media and developer departments. RISE leadership training was held to ensure newly promoted or hired candidates are wellprepared and equipped to lead in the new era.

⑨虇⬑䋳㶲⋻▇ҷadidasҷ欨㾾㝔懙䠋ⷤ⷏ҷ㾾旄ҷⶅ 䃣╙橪⎸㻵䳘Ҹ ⥒㩽⚁‡ ⑤╊〃庞ㄦ䠓㜿ⴱ㏅⒔㑻

VansҷSonyҷDysonҷChanel╙HennessyҸ㳳⪥虇ⴒ ⴩⃜䉉Ӂ㜇⳦䉉⋗ӂ䠓⁲䖕⋻▇虇⶗㹷㝋㕟K㜇䩋䳥 䛴屽寱㢜⑨Ҹ ! 䭘㐎憨ᾏ䖕ㆄ虇⥒㩽⚁‡⑤朚宼㜿䠓㜇䩋⽴⃫ ⴳ虇⁴⃫䉉ᾏ↚㝱╾⽴⃫虇╗╾ⷤ䫉⌅⃫♐䠓⢿㝈Ҹ ⥒㩽⚁‡⑤‵厃␪㝋␄憯⢧仟䠓⋻▇㜖⒥虇▛㟑 ⵈ寀♰⽴⢷⋻▇⋶Ⅼ㒐卹㎠Ҹ封⋻▇㝋2016 〃懁姛―

23 榔⁉‚㟘ⓖ虇☛凧屚―26 ▜㜿♰⽴虇⪶扷⎕崙⑤⢜ 俭␄㊞ҷ宼宗ҷ䫍″Ⱑ汣╙朚䠋扷朏Ҹ㳳⪥虇⋻▇╗厘 愵RISE榧娥⦈客虇⁴婬∨㜿㟘㎥㜿凧䠓↨戇⁉虇崢⁥ ↠劌⪯⃫⬌䀥∨虇⢷㜿分⃜ᾙῧ樷⛮厹Ҹ

Headed by: Jason Chau, head of Accenture Interactive in Greater China | Owned by: Accenture 83

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

With a range of outstanding client work and a year of strong profit, Accenture Interactive claimed bronze for Production Agency of the Year. A part of Accenture, the agency envisions creating the next transformative customer experience. Through connected offerings in design, marketing, content and commerce, it has been serving both local and international giants, such as Towngas, adidas, Hong Kong Tourism Board, MTR, P&G and Philips. This year the agency has won several new clients, including Vans, Sony, Dyson, Chanel and Hennessy. The impressive list of blue-chip wins is because of the agency’s focus on being “digital-


PRODUCTION AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

CWT MEETINGS & EVENTS CWT Meetings & Events㎟␮㏢⋴⁙〃ひ◙媌⃫仓⎴ 䠓‣テҸ 封⋻▇⢷姛⋶㙐㢘30⪩〃䠓㫼⑨伢毦虇㫼⑨懜⾒ ⋷䖒68↚⢚ⵅ虇ᾣ㙐㢘弔懝1,400▜⶗ⵅ虇㞾ᾏⵅ⇋ㄦ

CWT Meetings & Events makes its way into the production category this year. With more than 30 years of experience in the business, CWT Meetings & Events is a notable production agency. It has a presence in 68 countries, with more than 1,400 specialists. The agency has managed events for brands such as Standard Chartered, ANZ, Facebook, Johnson & Johnson, HP, ExxonMobil and adidas, to name a few. Because of its long history in the business, it has seen the evolution of events

and everything alongside them, particularly a transition of the agency’s business model from 1.0 to 3.0. The agency’s 3.0 business model focuses on people expertise, creativity and the latest technology to accomplish business goals. On the staff front, the agency adopts a talent review process, and holds talent development reviews quarterly to identify talent suitable for new roles. In addition, the agency has anchored a people development practice into its annual performance management.

㹷㊞䠓ひ◙媌⃫⁲䖕⋻▇Ҹ 封 ⋻ ▇ 䉉 㾲 ㏢ 搏 姛ҷ䅂 䡪 搏 姛ҷ

FacebookҷJohnson & Johnsonҷ㉯㟽ҷ⥒⋚㩽儝 ⳩╙adidas 䳘♐䏛㕟K㻊⑤䴰䖕㢜⑨Ҹ㌠坘⌅㈯῔ 䠓㫼⑨㴆▁虇封⋻▇嬚峘嗦㻊⑤╙ᾏ⎖䢇杫㫼⑨䠓䂣 崙虇⌅㫼⑨㮰ゞ‵ㄭ1.0惘⤚厂3.0Ҹ 封⋻▇䠓3.0⛕㫼㮰ゞ∃捜㝋憞懝⁉↠䠓⶗㫼䥴 峧ҷ␄㊞╙㢏㜿㐏姢ℕ⵵䖍㫼⑨䡽㮨Ҹ ⢷♰⽴㝈棱虇封⋻▇㔰䚷⁉㏜⵸㥴㻐䮚虇㵞↚Ⳳ 〵懁姛⁉㏜䠋ⷤ寤₿虇⁴䠋㔧懸▗䠓⁉㏜㙣䜅㜿孡 吁Ҹ㳳⪥虇封⋻▇‵ⶖ⁉♰䠋ⷤ宗␒亜⋴⌅〃〵俍㛗 䴰䖕ῚᾼҸ

Headed by: Suye Lee, head of meetings and events | Owned by: Carlson Wagonlit Travel

Finalist

WHAZZUP 柳― 庞 ㄦ 䓷 䱚 ひ ◙ ␄ ㊞ ⁲ 䖕 ⋻ ▇ 仓 ⎴ 䠓 搏 䓝 ⪥虇WHAZZUP‵㞾ひ◙媌⃫╙䓷䱚⁲䖕⋻▇⋸↚仓 ⎴䠓‣テῚᾏҸ 封⋻▇䯜㬄䠋ⷤ㄀䏖媌⃫㫼⑨虇⒔㑻㬑ㆄ㭚ㆬ╙ ⏜ㄛ㢮媌⃫Ҹ 憨 㚾ᾒ⁉⢧栙⢷╊〃䠓⋺⧃㵣 䯎㑪㮨ᾼ庞―

Alongside a silver award for Boutique Agency of the Year, WHAZZUP is a finalist for Production Agency of the Year and Independent Agency of the Year. The agency has been active in handling video production, including concept development and pre- and post-production. The seven-person team won six pitches out of eight in 2016. One of the key projects in 2016 was FWD’s “savie” insurance plan in which customers can suspend and resume their premium payments anytime with no charge. To promote the launch, WHAZZUP created

music videos with local hip hop duo FAMA for a tailor-made theme song for FWD. The agency also created visual designs and street activation activities to engage the younger generation. It counts Starbucks, Hong Kong Jockey Club, Sun Hung Kai Properties, FWD and more as key clients. As a boutique agency, WHAZZUP says it has a flat organisational structure which enables its staff to respond to clients’ needs swiftly. Last year, the agency had a staff turnover rate of zero.

⋼⧃Ҹ ⌅ 2016 〃䠓捜嬐㔷ひ榔䡽Ὶᾏ虇㞾ⵛ姪Ⅼ根䠓 Savie卹␸ㇾ䖕帰⪌根宗␒Ҹ⢷宗␒ᾚ虇ⴱ㏅╾样㟑⋜ 幊㠺⇫╙ㇱㄸⅬ根K㳍Ҹ䉉ⴲ≂ⵛ姪憨榔㜿Ⅼ根宗␒ 㔷⎉虇WHAZZUP⪴㑜㢻⢿⟊♗概㮑仓▗慁⪺媌⃫概 㮑㄀䏖虇᾵䉉ⵛ姪〵怺宑憯―ᾏ欥Ὴ槛㢁Ҹ封⋻▇㢃媌 ⃫嬥孉宼宗ひ◙╙姦榼ⴲ≂㻊⑤虇⁴◇イ〃悤⁉Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻㞮⾃⋚ҷ欨㾾庌欻㢒ҷ㜿滊⦉⢿ 䚱ҷⵛ姪Ⅼ根䳘Ҹ ⃫䉉ᾏⵅ䓷䱚ひ◙␄㊞⁲䖕⋻▇虇WHAZZUP姷 䫉⌅⋻▇䠓仓俣㥅㭚悒䉉。䳘虇ℎ♰⽴劌⪯ㅺ憮⡭㍘ ⴱ㏅䠓梏㷑Ҹ

Headed by: Adams Chow, director | Owned by: Independent 84

╊〃虇封⋻▇㸡㢘♰⽴㻐⫀Ҹ


EVENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

JACK MORTON WORLDWIDE 個 2016 〃庞ㄦ㻊⑤䍮摆仓⎴䠓搏䓝虇Jack Morton Worldwide⁙〃㬽䠊㢻仓⎴䠓⌯恜ⶅ〶Ҹ Jack Morton Worldwide㙐㢘䯸⴩䠓ⴱ㏅虇⒔㑻 ⶅ䃣ҷ⓰⢿‭ҷ⫶慹ҷadidasҷ搏㹂⮪㮑桕⢧ҷᾘ㞮ҷ 捠㸨ᾼ⢚ҷ䅂朏㜿䅯⪸⢿ҷ䁨巟搏姛╙㗸㧈⪶憩䳘Ҹ 厖封⋻▇▗⃫‣〃⁴ᾙ䠓ⴱ㏅虇⢷ 2016〃䉉⌅⿅ℕ

40虀䠓㛅⋴Ҹ post online using the #daretodeclare which saw a huge increase in social awareness. The agency also extended its services to pro-bono to support AIDS Concern Hong Kong, designing a vibrant and engaging environment for its annual fundraiser; and One Sky Foundation, helping the organisation to raise more than HK$6 million in one evening. 2016 also saw Jack Morton Worldwide step into sponsorship marketing. Content marketing has also been established and is showing strong traction with clients. A major hire for 2016 was bringing Lucille Essey back to the agency in a new role as executive creative director. With a low staff turnover (7%) and high tenure, Jack Morton looks to create an inspirational environment for its staff.

⌅懝╊ᾏ〃㜿⨭䠓ⴱ㏅⒔㑻ⓙ⺅拡〦ҷTatlerҷ HKGTAҷTesla╙㞮⪱抄悹虇ℎ⌅㜿ⴱ㏅㫼⑨⨭朆― 12虀Ҹ Jack Morton㝋㉔⁉䵏㢮朢䉉⓰⢿‭⢷欨㾾䠓⾑ ᾼㅒ⢿㵄㔷⎉ᾏ亊⎦概㮑␖姷䂣虇坘㳳≂㕩㊪㊞Ҹ姷 䂣冔炢⒄⁉↠ℎ䚷#daretodeclare㮨䷳ⶖ䏖㵄╙䢇䏖 ᾙ悘佁仰虇㎟␮⁳㻊⑤䠓䥴▜〵⪶⨭Ҹ 封⋻▇‵ⶖ⌅㢜⑨ゅ⃇厂䊰⊮㢜⑨虇䉉杫㎆㊪䁚 䠓〃〵䷛㳍㻊⑤宼宗―ᾏ↚⋔䂎㻊␪╙◇イ␪䠓⧃ ⢿虖╗⿺␸ⓙ戙⪸⦉捠㢒⢷ᾏ↚㟩ᾙ䷛桕弔懝600喻 㾾⋒Ҹ

Jack Morton Worldwide 㝋2016〃從彂庙␸䍮摆 榧⥮虇‵ら䱚⋶ⵈ䍮摆⢧栙虇᾵厖ⴱ㏅ら䱚―余ⵕ䠓 杫⅑Ҹ ⌅2016〃䠓Ὴ嬐⨭凧㞾Lucille Essey⡭⽱虇㙣₊ ⦆姛␄㊞俌䡲ᾏ分Ҹ

JackMorton䉉♰⽴␄憯―ᾏ↚䯜㬄䠓⽴⃫䘿⨒虇 ⡯㳳♰⽴㻐⫀䔖⃝虃7虀虄Ҹ

Headed by: Natalie Ackerman, managing director | Owned by: CMGRP 85

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

After winning silver in 2016, Jack Morton Worldwide has risen to first place in the event category. Jack Morton Worldwide owns a steady portfolio of clients, including Proctor & Gamble, Cartier, Audi, adidas, Galaxy Entertainment Group, Samsung, Sands China, City of Dreams Macau, HSBC and JP Morgan. Clients that have had relationships with Jack Morton lasting more than five years have contributed 40% of the agency’s 2016 revenue. New accounts over the past 12 months were The Peninsula, Tatler, HKGTA, Tesla and Dream Cruises, which have also contributed a 12% growth in new client business. This Valentine’s Day, Jack Morton created a dynamic series of musical theatre performances for Cartier around peak footfall areas in Hong Kong to spread the love. Dancers encouraged people to


EVENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

UNIPLAN Last year’s bronze winner Uniplan climbs up the rankings to take home the silver in the category this year. Uniplan prides itself on winning and keeping the unwavering confidence of the clients it services. It has worked with some of the world’s biggest and most recognisable brands, including Huawei, Art Basel, Mercedes-Benz, Rolls-Royce, and Mont Blanc, with no client losses last year. One of the project highlights for the agency was the grand opening of Sands China’s Parisian Macao; it transformed the base of the Eiffel Tower into a large event stage. It also tailor-made an

eight metre hot-air balloon to fly over guests and deliver the main characters on stage, along with a multimedia finale complete with choreographed fireworks and a stunning light show on the 525 foot tower. The evening ended with a pool-side after-party with international live band Liquid Blue and roaming performances, including caricaturists and magicians throughout the night. Other major projects included the launch event for Huawei Mate 9, the Moët & Chandon’s Moët Ice Imperial pop up event, and the inaugural FIA Formula E Hong Kong ePrix. In 2016, the 92-person team won a total of 23 awards globally.

Uniplanᾏ䢃⶜㝋劌⪯庞ㄦ᾵Ⅼ㒐ⴱ㏅⶜⌅㢜⑨䠓ⅰ ㅒ㾀㊮卹巹Ҹ封⋻▇厖⪩↚⋷䖒㢏⪶ҷ㢏䥴▜䠓♐䏛 ▗⃫虇⒔㑻啾䉉ҷ⾃⧭䏍坬姢ⷤҷ㨔庌ㅆ㜾ʟ幢⩺ҷ⑭ 㜾喙㜾╙Mont Blanc虇╊〃㢃㸡㢘ⴱ㏅㖜⫀Ҹ 封⋻▇⌅ᾼᾏ↚‽灭榔䡽㞾捠㸨ᾼ⢚䠓䅂朏⾃灝 ⁉拡〦朚⿤㌅⌇Ҹⴒⶖ名喁䏍旄⧣䠓〤扷㛈憯㎟ᾏ↚ ⪶⤚厭╿虇᾵〵怺宑憯―ᾏ↚8丂䠓䍀㶲䖒Ҹ䍀㶲䖒⢷ 幢ⴱ榼ᾙ橪懝虇ⶖ⪩⃜䂣⎉Ὴ孡憐ᾙ厭╿Ҹ㢏ㄛ虇拜 ▗䋨呀Ⓘ䂣╙525ⷉ⧣㮢㛍䂣䠓⩾孏䍗⋘姷䂣虇䉉幢 ⴱ⿅ℕᾏ㲰⪩Ⱑ汣䠓汣毦Ҹ ⌅⁥捜⪶榔䡽⒔㑻啾䉉Mate 9 䠋⾒㢒ҷMoët & Chandon䠓Moet Ice Imperial㢮朢柟⴩㻊⑤ҷ⁴╙ 欥ⷕ欨㾾梊⑤㝈䮚ゞ庌恙撵㮨庌Ҹ

2016〃虇憨㚾92⁉⢧栙⢷⋷䖒⌀庞ㄦ23↚䓝榔Ҹ

Headed by: Daphne Choi, managing director | Owned by: Independent 86


EVENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

PICO GROUP 䳕⋚桕⢧⁙〃ᾏ怜庞ㄦ㻊⑤䍮摆仓⎴䠓搔䓝虇⁴╙ₐ 㫼⶜ₐ㫼⁲䖕仓⎴䠓搏䓝Ҹ 懝╊ᾏ〃虇封桕⢧厘愵―⪩榔⎉吁䠓㻊⑤虇⒔ 㑻⢚株㸌凾欨㾾梊宙梊⑤㝈䮚ゞ庌恙撵㮨庌ҷ㨔庌

integrated both ATL and BTL elements in the five-week campaign. The event had a live vote on Sina Weibo and the Pico team was tasked with setting up a voting system which saw the results of the vote broadcast live on an LED screen at the top of the seesaw which moved according to which car got more votes. When the online votes started coming in, the cars rocked back and forth in the sky. While the Evoque Hardtop “won” the poll with 16,789 votes, it broke the world record for the longest vehicle seesaw at 25.077m (82 feet three inches) in the Guinness Book of World Records.

ㅆ㜾ʟ⫣歂 E-Class欨㾾䠋⾒㢒╙ᾙ㼆䠓㔆师彾埝

Evoque怉怉㤎Ҹ 45咀ⷉ汧ҷ82咀ⷉ朆䠓怉怉㤎虇〶嗌㝋ᾙ㼆䠓ᾥ ⓩ㌅⌇ひ⧃虇殝⢷⋸䱾䠓⎕⎴㞾ᾏ悪 Evoque朚䶆恙 ☛ᾏ悪Evoque䧻榑恙Ҹ ⴲ≂榔䡽䉉㢮‣㞮㢮虇拜▗⢷佩厖佩ᾚ㔷ひҸ㻊 ⑤⢷㜿㻹ㄽⓩ厘愵㐤䫷虇㝋怉怉㤎䠓榑䱾㛍僽ᾏ↚

LEDⷞ⿤虇⵵㟑ⴲ⾒㐤䫷仟㤫虇⋸悪恙䠓⃜僽汧⃝样 ㄦ䫷⪩ⶠ军屎㜃Ҹ䜅佁ᾙ㐤䫷懁姛ᾼ虇怉怉㤎样嗦⪶ ⷞ⿤ᾙ䠓䫷㜇徂⑤军汧⃝㚉⑤Ҹ

Evoque䧻榑恙㢏仑⁴16,789䫷⑬⎉虇⇴␪⩺ᾥ䛛 亏撓䠓尜峘ⴧ⢷⧃ⴲ⾒虇⋷朆25.077丂䠓㸌恙怉怉㤎 ␄ᾚ―⋷䖒㢏朆㸌恙怉怉㤎虃82咀ⷉ3咀ⶇ虄䠓亏撓Ҹ

Headed by: Lawrence Chia, chairman | Owned by: Pico Group 87

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Pico Group has shot up the charts to take out the bronze award for the Event Agency of the Year and silver for B2B Agency of the Year. The past year has seen some great work rolled out for the FIA Formula E HKT Hong Kong ePrix, the Mercedes-Benz Hong Kong E-Class launch event, and the Jaguar Land Rover Evoque seesaw display in Shanghai. Located at Shanghai Expo Celebration Square, the seesaw display was suspended 45 feet off the ground and was 82 feet long. The seesaw balanced the Jaguar Land Rover Evoque convertible on one side and the Evoque Hardtop on the other. The event


EVENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Local Hero

JOYOUS COMMUNICATIONS

⋴⢜⁙〃㻊⑤䍮摆仓⎴‣テ⌋⫹ㄦ㢻⢮咀桓䓝䠓虇 㞾㜿㟘⁲䖕⋻▇㠉㈔⋻杫䳥␒㢘柟⋻▇Ҹ ㎟䱚㝋2009〃虇㠉㈔⋻杫䳥␒㢘柟⋻▇㞾ᾏⵅ 䓷䱚⋻杫╙⾑⧃㔷ひ屽寱⋻▇虇㙐㢘29▜♰⽴虇㝷⢷

Getting both a finalist and Local Hero title in the event category is newcomer Joyous Communications. Established in 2009, Joyous Communications is a PR and marketing boutique consultancy, with 18 staff, which aim to work efficiently with clients to build up their businesses and branding. The agency achieved a retention rate of 100% in 2016, a year which many agencies would recognise as a difficult one. It also earned seven clients. The agency’s key clients now include

Citibank, SmarTone, Sky 100 Observation Deck, Nan Fung Development, Sun Hung Kai Properties, Häagen-Dazs and Maxim’s Caterers. One landmark campaign in the past year included The Law Society of Hong Kong’s teen talk, an education event designated for local high school students. The agency organised the event to the last detail – from recruitment, digital marketing to programme design, and more. The depth and attention to detail has resulted in two years of successful events.

厖ⴱ㏅汧㛗▗⃫虇䉉ⴱ㏅ら䱚㫼⑨╙♐䏛Ҹ 寀⪩⁲ 䖕⋻▇抌 嬥 2016 〃䉉吀愪䠓ᾏ 〃虇⃕ 封 ⋻▇ ┊ ╥ㄦ 汧 懣 100虀䠓 㫼 ⑨ Ⅼ 䛨䔖Ҹ封 ⋻▇ ⌀ 庞ㄦᾒ↚ⴱ㏅虇⌅䡽⏜䠓Ὴ 嬐 ⴱ㏅⒔㑻呀 㝦 搏 姛ҷSmarToneҷ⪸株 100欨㾾孏㟾╿ҷⓦ巟桕⢧ҷ㜿 滊⦉⢿䚱ҷHaagen-Dazs╙儝ㅒ橮♐Ҹ ⌅╊〃䠓ᾏ榔⁲姷㻊⑤⒔㑻欨㾾ㄚ⾺㢒䠓Teen Talk虃棡 Teen岪⧃虄虇㞾ᾏ↚䉉㢻⢿汧ᾼ䚮军厘愵䠓 㛨剁㻊⑤Ҹ封⋻▇帯帻㻊⑤䠓▓榔亿䵏虇⒔㑻㑪凧ҷ 㜇䩋㔷ひҷ䵏䡽佷㔡䳘䳘Ҹ封⋻▇⶜亿䵏䠓⶗㹷虇ℎ 封㻊⑤憲倛⋸〃䔁㎟␮Ҹ

Headed by: Judy Wong, managing director | Owned by: Independent 88


EVENT AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

THE PUZZLE MARKETING AND PR Believing sampling and on-the-street promotions are the most unique, direct and effective ways to reach potential customers in the Hong Kong market, The Puzzle Marketing and PR landed as a finalist in the event and direct marketing categories. Established in Hong Kong in 2006, the agency has been serving brands such as Toshiba, Quaker, Equal Sugar, Horlicks and Cadbury for event marketing strategies.

In 2012, The Puzzle was admitted as an affiliated member of the HK4As. Last year, it helped Cadbury Hong Kong to initiate a promotional event which included an “in-store magic tour” outside the entrance of retail stores such as PARKnSHOP, Wellcome, AEON and YATA. Promoters dressed in purple uniforms distributed chocolate samples in-store to encourage purchase. It also had a “Cadbury fancy house” at outdoor locations to target family audiences. Every year, it hires new staff and makes staff promotions through evaluation. The company currently has 30 internal staff in the office and over 800 frontline event promoters. The staff turnover rate was low in 2016 at about 4%.

⦔ⅰ㻍䠋寵䚷♐╙姦榼ⴲ≂㻊⑤㞾◇イ欨㾾䃪⢷槶 ⴱ䠓㢏䓷䐈╙䢃㔴㢘㛗䠓㝈ゞ虇ㆬ㞝⾑⧃䳥␒╙⋻ 杫㢘柟⋻▇㎟␮㏢⋴㻊⑤䍮摆╙䢃摆仓⎴䠓‣テҸ 㝋2006 〃⢷欨㾾㎟䱚虇封⋻▇ᾏ䢃䉉㤀听ҷ㧑 㧋ҷㆰ╲乥ҷ⬌䱚⋚╙▘䠍⎸䳘♐䏛㕟K㻊⑤䍮摆䳥 䛴㢜⑨Ҹ

2012〃虇ㆬ㞝㎟䉉欨㾾ひ◙⛕㢒凾亊㢒♰Ҹ ╊〃虇封⋻▇⿺␸▘䠍⎸欨㾾厘愵―ᾏ⧃ⴲ≂㻊 ⑤虇䜅ᾼ⒔㑻⢷䠍ℂҷ㉯うҷAEON╙ᾏ䚿䳘梅⚽〦⋴ ╲埤朏⪥㛍僽ⴲ≂♐Ҹⴲ≂⁉♰䰎嗦人吁⏅㢜虇⢷〦 ⋶㻍䠋寵橮婬㣀╳␪虇⁴炢⒄槶ⴱ庋幆Ҹ㳳⪥虇╗⢷ 䡽㮨㏅⪥⢿灭宼僽ᾏ朢▘䠍⎸⫖⬨ⷚ虇⁴◇イⵅ〼╦ 䣍Ҹ 封⋻▇㵞〃抌㢒⊀屚㜿♰⽴虇᾵憩懝寤₿⶜♰ ⽴懁姛㟘ⓖҸ封⋻▇䡽⏜㙐㢘 30 ▜⋶扷♰⽴╙ 800 ⪩▜⏜佩㻊⑤ⴲ≂⁉♰Ҹ⌅♰⽴㻐⫀䔖⃝虇2016 〃亓 䉉4虀Ҹ

Headed by: Francis Lo, marketing director | Owned by: Independent

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

89


BEST NEWCOMER

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

MCGARRYBOWEN HONG KONG

䛀梊憩ⴘ▘㜾桕⢧㝋2016 〃㎟䱚虇mcgarrybowen ⴩⃜䉉ᾏⵅ䉉㜇䩋㟑⁲军宼䠓⋷棱⁲䖕⋻▇虇᾵ㄦ⎿ 寤⵸⢧䠓尜╾Ҹ憨ⵅ㜿㎟䱚䠓⋻▇⫹ㄦ⁙〃㢏ℂ㜿 㟘⁲䖕⋻▇仓⎴䠓捠䓝虇⁴╙寀⪩⌅⁥䓝榔Ҹ 封 ⋻ ▇ 㙐 㢘 䣍 ⪩ 䥴 ▜ 䠓 ⴱ ㏅虇 ⒔ 㑻 ⴞ

Founded in 2016 by Dentsu Aegis Network, mcgarrybowen is positioned as a full-service agency wired for the digital age – and it impressed the judges. The fledgling agency won the gold award in the Best Newcomer category this year, as well as numerous other awards. The agency serves an impressive client list, including Manulife, Kimberly-Clark, Kotex, Huggies, Fonterra, Anmum, Anlene, Anchor, Maxim’s, Disneyland, Landmark, and Darlie. One of its more iconic works this year was for ManulifeMove, a new insurance concept that

rewards customers for exercising more by giving them discounts on their insurance premiums. The agency created an integrated platform that utilised wearable technology, and promoted an all-round ad push spanning television, online, social media, outdoor and print with outstanding results. It not only exceeded KPIs, but was awarded on various occasions. Within a year, the agency has grown from the original two founders to 45 full-time staff. It grew at a fast pace and hired one new person every five days on average.

⎸ҷKimberly-ClarkҷKotexҷHuggiesҷ㇕⪸䋅ҷⴘ 䂎ҷⴘㆰҷAnchorҷ儝ㅒҷ欨㾾慹⩺ⷋ㮑⢡ҷ僽⢿ひ ⧃╙灠⁉䏨匞Ҹ ╊〃 ⌅ᾼᾏ榔⁲ 姷 ㆶ䠓㔷ひ㻊⑤㞾

ManulifeMove虇憨↚␄㜿Ⅼ根㬑ㆄ憩懝仵‗Ⅼ幊㐧 ㏲虇炢⒄ⴱ㏅⪩⇩懚⑤Ҹ封⋻▇ら䱚―ᾏ↚拜▗╾䰎 ㏃㐏姢䠓伫▗。╿虇᾵憩懝梊嬥ҷ佁仰ҷ䫍″Ⱑ汣ҷ ㏅⪥ひ◙╙。棱ひ◙懁姛ⴲ≂虇㎟俍㜟䋅虇ᾜ≔弔弙 ―KPI虇㢃⢷ᾜ▛⧃▗庞ㄦ䓝榔Ҹ 封⋻▇䠓⁉㜇㝋ᾏ〃⋶ㄭ┮ℕ䠓⋸▜␄愵⁉虇⨭ ␯厂45 ▜⋷分♰⽴Ҹ封⋻▇個倛汧憮⨭朆虇。⣖㵞‣ ⪸凧屚ᾏ▜㜿⁉Ҹ

Headed by: Simone Tam, Greater China CEO | Owned by: Dentsu Aegis Network 90


BEST NEWCOMER

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

Local Hero

HUNGRY DIGITAL HONG KONG ╹㢘Ῥ▜⢧栙㎟♰䠓␄㊞⁲䖕⋻▇ Hungry Digital Hong Kong ⢷㢏ℂ㜿㟘⁲䖕⋻▇仓⎴⫹ㄦ搔䓝Ҹ封 ⋻▇厃␪㕟K䫍″⒥宼宗䠓␄㊞⃫♐虇⁴╙⁴㜇䩋 Ὴ⶝䠓⼓㜿♐䏛厖㼗幊冔䀬憩㝈ゞҸ 封⋻▇䛀㨐ㅦ㎟㏏␄䱚虇⁥⢷㎟䱚封⋻▇Ὶ⏜虇

of business, and staff members increased from five to nine, with a zero turnover rate since it was established. Its major clients include AIA, Canon, Chanel, C!ty’super, Dyson, Giordano, IKEA, Jetstar, Log-on, Philips, Shiseido, and Somersby. In 2016, Hungry Digital launched at least 30 campaigns for its clients. A handful of these campaigns were distributed through multiple media channels from social, digital to event, print, and OOH.

封⋻▇⢷朚㫼欥⋺↚㢗⋶◗㒖㜇亩䠓⨭朆強⑱虇 ♰⽴⁉㜇ㄭ‣⁉⨭厂Ῥ⁉虇㎟䱚⁴ℕ♰⽴㻐⫀䔖ᾏ䢃 Ⅼ㒐䉉梅Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻╚戵Ⅼ根ҷCanonҷChanelҷ City’ SuperҷDysonҷGiordanoҷ⴫ⵅҷ㔆㞮厹䰉ҷ Log-onҷ橪⎸㻵ҷ幖䚮⦑╙SomersbyҸ Hungry Digital㝋2016 〃䉉ⴱ㏅㔷⎉厂ⶠ30 ↚ 㔷ひ㻊⑤虇⌅ᾼᾏ‪㔷ひ㻊⑤憩懝䫍″Ⱑ汣ҷ㜇䩋ҷ 㻊⑤ҷ。棱ひ◙╙㏅⪥ひ◙䳘⪩Ⱑ汣㾯懢懁姛ⴲ≂Ҹ

Headed by: Rudi Leung, director | Owned by: Independent 91

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Creative agency Hungry Digital Hong Kong won silver in the Best Newcomer category with only nine team members. The agency aims to deliver social-by-design creativity and a new form of digitally led communications between brands and consumers. The agency was founded by Rudi Leung. Before founding the firm, he was the general manager of Social@Ogilvy and DDB Tribal Hong Kong and Guangzhou. The agency enjoyed exponential growth within the first eight months

㢍㙣₊Social@Ogilvy╙Tribal DDB 欨㾾╙ひ⽭俌 伢䖕Ҹ


BEST NEWCOMER

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

SMS EVENT MARKETING

2014〃⢷欨㾾朚㫼虇SMS Event Marketing ㎟䉉㢏ℂ 㜿㟘⁲䖕⋻▇仓⎴䠓搔䓝ㄦῊҸ ⃫ 䉉ᾏ ↚檌 ☛⾑⧃ 䠓㜿㎟♰虇㻊⑤ ⁲ 䖕⋻▇

SMS Hong Kong姷䫉⢷懝╊ᾏ〃ら䱚―テ⪶䠓ⴱ㏅ Opening its doors in Hong Kong in 2014, the bronze winner in the Best Newcomer category is SMS Event Marketing. Being a newcomer to a saturated market, event agency SMS Hong Kong said it has built strong client relationships and also won new business in the past 12 months. The services it provides are product launches, grand openings, media events, exhibitions, public activations, private and corporate events. SMS Hong Kong was appointed to hold

the Fidelity annual dinner in 2016 within tight timelines and budgets, while delivering a quality service. Fidelity has now offered the agency opportunities for larger regional events in the future. The team has grown from two to eight staff members. SMS Event is based on three core values: creativity, service and quality. Founded in 2001 in Taipei, SMS Event has since opened offices in Taipei, Beijing, Shanghai, Hong Kong and Seoul.

杫⅑虇᾵庞ㄦ⪩榔㜿㫼⑨Ҹ 封⋻▇㕟K䠓㢜⑨⒔㑻䚱♐䠋⾒ҷ朚⿤䡪⌇ҷⰡ 汣㻊⑤ҷⷤ孌ҷ⋻⌀㻊⑤ҷ䭐⁉╙ₐ㫼㻊⑤Ҹ

SMS Hong Kong 㝋2016〃䔁⭣₊帯帻䷛愵ⵛ懣 欨㾾䠓◷〃㟩ⵃ虇᾵⢷余仏䠓㟑朢╙榟䴦ᾚ㕟K⊹ 幹䠓㢜⑨虇军ⵛ懣‵䉉封⋻▇㕟K㢹ℕ帯帻㢃⪶嬞 㮰Ⓩ⥮ㆶ㻊⑤䠓㯮㢒Ҹ ⌅⢧栙⁉㜇ㄭ⋸▜⨭厂⋺▜虇SMS Event 姷䫉虇 封⋻▇䭘㐎ᾘ↚㧇ㅒ⊈⇋孏處␄㊞ҷ㢜⑨╙♐幹Ҹ

2001〃⢷╿⒦㎟䱚虇SMS Event厂⁙⾁⢷╿⒦ҷ ⒦※ҷᾙ㼆ҷ欨㾾╙欥䏍朚宼愵‚埤Ҹ

Headed by: Juliana Lo, general manager | Owned by: Independent 92


BEST NEWCOMER

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

GRAIN & PIXEL Grain & Pixel䛀ᾘ▜嗲‚㝋2014〃9㢗⢷欨㾾㎟䱚虇 䖍⾁䠋ⷤ㎟䉉ᾏⵅⓏ⥮⁲䖕⋻▇虇㙐㢘⡪↚愵‚埤╙

Established in Hong Kong in September 2014 with three directors, Grain & Pixel has grown to a regional agency spanning four offices and 25 employees, and made it as a finalist in the Best Newcomer category. In the past two-and-a-half years, it has worked with more than a dozen multinational corporations from different industries with a presence in Hong Kong, Mainland China and Australia. Its services include developing creative concepts, strategies and campaigns, as well as

designing content, apps, software, and hardware sourcing, maintenance, support and logistics. Some of its key clients include HewlettPackard, Coca-Cola, Lincoln Motor Company, Johnnie Walker, PricewaterhouseCoopers, adidas, Nokia and Microsoft. Notable campaigns over the past 12 months included CLP’s low carbon energy education centre, for which the agency provided creative strategy, software development, hardware consultancy and supply, as well as interior design, installation and on-site support.

25▜♰⽴虇᾵⋴⢜㢏ℂ㜿㟘⁲䖕⋻▇仓⎴‣テҸ ⢷懝╊⋸〃ⓙ䠓㟑朢⋶虇封⋻▇厖ℕ卹ᾜ▛姛㫼 䠓ⓐ」ⵅ彷⢚ₐ㫼▗⃫虇⢷欨㾾ҷᾼ⢚⪶标╙䅂㻁⣖ 㢘㫼⑨Ҹ ⌅㢜⑨⒔㑻朚䠋␄㊞㬑ㆄҷ䳥䛴╙㔷ひ㻊⑤虇⁴ ╙宼宗⋶ⵈҷ㍘䚷䮚ゞ╙恮₅虇⁴╙䧻₅㔰庋ҷ似ⅽҷ 㚾㖃╙䏸㻐Ҹ⌅ᾏ‪Ὴ嬐ⴱ㏅⒔㑻㉯㟽ҷ╾╲╾㮑ҷ 㤦刾㸌恙ҷJohnnie Walkerҷ儔⌄♇㷇懢ҷadidasҷ 岍⦉‭╙ㄽ恮Ҹ ⌅╊〃䠓捜嬐㻊⑤⒔㑻䉉ᾼ啾梊␪⃝䩂劌䀟㛨 剁ᾼㅒ㕟K␄㊞䳥䛴ҷ恮₅朚䠋ҷ䧻₅屽寱╙K㍘ҷ ⁴╙ⴳ⋶宼宗ҷⴘ婬╙䖍⧃㚾㖃䳘㢜⑨Ҹ

Headed by: Gary Lee, business director | Owned by: Independent

Finalist

SEARCHGURU ⋴戇㖫亱䍮摆ҷ㢏ℂ㜿⋴戇⁲䖕⋻▇╙䓷䱚ひ◙␄ ㊞⁲䖕⋻▇仓⎴䠓‣テ虇SearchGuru㝋2015 〃11㢗 ⢷欨㾾㎟䱚虇㞾㢻⢿⾑⧃╙姛㫼䠓㜿㎟♰Ҹ ⌅Ὴ嬐䚱♐㢜⑨⒔㑻處㖫亱イ㙝䍮摆ҷ㖫亱イ㙝

small in ambition. The performance in 2016 saw the agency pick up more than 20 new clients, including Ovolo, Abbott, MaBelle, Taikoo Place, Xiaomi and Cigna Insurance. The company has offices in Hong Kong, Malaysia and Singapore with a staff size of 40 people. Over the past 12 months, there have been a couple of key hires. One of the key appointments in 2016 was Gary Cheung as general manager and another key addition to the team was Elton Tsang as account manager.

⊹⒥ҷ槾䫉ひ◙䍮摆ҷ⌜䍮摆ҷ⁧幊䫍″ひ◙ҷ⋶ⵈҷ ␄㊞╙佁榐朚䠋Ҹ

SearchGuru Hong Kong╾劌㵣⪶⤚ひ◙佁仰 㝦ᾚ䠓Ⱑ汣⁲䖕㎥ひ◙⁲䖕⋻▇䠓嬞㮰戓嬐⶞虇⃕ 封⋻▇姷䫉⌅ㅦ■┊ᾜ懠⪩崢Ҹ 封⋻▇㝋2016 〃庞ㄦ―弔懝 20 ↚㜿ⴱ㏅虇⒔㑻 Ovoloҷ桔⦈ҷMaBelleҷ⪹╳⣙ҷ⶞丂╙ⅰ岍Ⅼ根Ҹ 封⋻▇⢷欨㾾ҷ欻ℕ嬎‭ҷ㜿␯⣰⣖宼㢘愵‚ 埤虇♰⽴⁉㜇懣40⁉Ҹ ⢷懝╊ᾏ〃虇封⋻▇⨭凧⪩▜Ὴ嬐♰⽴Ҹ2016 〃 䠓捜嬐₊☌Ὶᾏ虇㞾Gary Cheung⎉₊俌伢䖕虇军╵ ᾏ捜嬐⢧栙㎟♰₊☌㞾Elton Tsang⎉₊ⴱ㏅伢䖕Ҹ

Headed by: Gary Cheung, general manager | Owned by: Independent 93

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

A finalist in Search Agency of the Year, Best Newcomer and Boutique Agency of the Year, SearchGuru, established in November 2015 in Hong Kong, is a newcomer to the local market and industry. Its key product offering includes search engine marketing, search engine optimisation, display marketing, re-marketing, paid social, content, creative and web development. SearchGuru Hong Kong may be smaller than the media agencies or agencies that belong to big networks, but the company says it is not


MARKET RESEARCH AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

IPSOS 䡙㟽亱欨㾾⌜㲰㯺㔒⾑⧃屎㥴仓⎴虇憲倛䲻‛〃⫹ㄦ 捠䓝Ҹ 封⋻▇厖⋷䖒㢏⪶ҷ㢏䥴▜䠓♐䏛▗⃫虇⒔㑻

Ipsos Hong Kong makes another clean sweep of the Market Research Agency of the Year category, taking out gold for the second consecutive year. The agency worked with some of the world’s biggest and most recognisable brands, including Philip Morris, Nestlé, P&G, HSBC, CNN, Hakuhodo, Chanel, Cigna, Disneyland, McDonald’s, Lee Kum Kee and Google, just to name a few. In an outstanding year for the agency, Ipsos Hong Kong secured a raft of new accounts, including G2000, Pernod Ricard, Wynn, Swire Properties, China Mobile, Burberry, Manulife and Accenture. The agency credited its success with its understanding of shoppers’ perceptions towards particular stores and categories online, thanks to a social intelligence approach, and the way it

uses the insights to profoundly modify its inmarket strategies. Its global programme of NPS measurement, a customer and competitor experience tracker, has also contributed to drive key decisions, including employee incentivisation. In a client project for Prudential, Ipsos created the “Prudential Relationship Index”(PRI) by teasing out and classifying the hundreds of attributes which impact relationships for people in Asia. The overall campaign brought 10,000 shares on social media, 231,000 microsite sessions, 4.1 million video views, and more than 51.1 million impressions. Ipsos also added extra firepower to its arsenal with four key hires and two key promotions.

Phillip Morrisҷ桏⽱ҷⶅ䃣ҷ䁨巟搏姛ҷ儝⢚㢘佩梊 嬥㜿凭佁ҷ䠌溂⦑ҷChanelҷⅰ岍欨㾾ҷ欨㾾慹⩺ⷋ 㮑⢡ҷ瀴䜅⑭ҷᾼⅰ搏姛ҷ榧ⷤҷ㣝撵宧ҷGoogle䳘Ҹ 䡙㟽亱欨㾾伢㴆テ⑐䠓ᾏ〃虇᾵庞ㄦ⪩↚㜿ⴱ ㏅虇⌅ᾼ⒔㑻 G2000ҷⅬ㮑␪␯ҷ㷇⎸ҷ⪹╳⢿䚱ҷᾼ ⢚䮊⑤ҷBurberryҷⴞ⎸╙⥒㩽⚁Ҹ ㌠坘㔰䚷䫍″㠉劌㝈ゞ虇封⋻▇劌⪯―孲㼗幊冔 ⶜䐈⴩⛕〦╙䚱♐槭⎴䠓孏㊮虇᾵懚䚷憨‪㺭㈘⋴屎 㜃⌅⾑⧃䳥䛴虇䉉⌅⿅ℕ㎟␮Ҹ 䡙㟽亱䠓⌅ᾼᾏ榔⢚株宗␒ҷⴱ㏅☛䲅䎼⶜㏚汣 毦憌忳⟷NPS虇‵㔷⑤―♰⽴䓝⒄䳘ᾜ▛㝈棱䠓杫攄 㸉䳥Ҹ 䉉ⴱ㏅咀⢚Ⅼ尯㔷⎉䠓榔䡽ᾼ虇䡙㟽亱憩懝㜃䖕 㜇䠍↚㄀榎‭㻁⢿Ⓩ⁉株杫⅑䑏㹐䠓ⷻㆶ虇␄ら―Ⅼ 尯⁉株杫⅑㒖㜇虃PRI虄Ҹ㜃汣㻊⑤⢷䫍″Ⱑ汣ᾙ⿅ℕ ᾏ喻㲰⎕›ҷ23.1喻㲰ㄽ佁䱨㢒峿ҷ410喻㲰㄀䏖孏䢚 㲰㜇ҷ⁴╙弔懝5,110喻㲰ⷤ䫉Ҹ 䡙㟽亱‵㜿⨭⡪▜Ὴ嬐㎟♰╙⃫⎉⋸榔捜嬐⁉‚ 㟘ⓖ虇䉉⌅⢧栙⨭㾊⵵␪Ҹ

Headed by: Mick Gordon, managing director | Owned by: Ipsos 94


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

MARKET RESEARCH AGENCY OF THE YEAR

Silver

KANTAR TNS

⁙〃⫹ㄦ⾑⧃屎㥴仓⎴搏䓝䠓㞾Kantar TNS Hong KongҸ2016 〃㮨尛嗦憨ⵅ⾑⧃䦣䰅⋻▇棭⿇㎟␮䠓 ᾏ〃Ҹ

deepen loyalty, create passion and increase a brand’s revenue. The concept, which marries different touch-points with the right content at the right moment, led to many of the firm’s new business wins. The agency won 25 new clients, and new business that contributed to HK$14 million in revenue. Kantar TNS Hong Kong has also extended and diversified its solutions to reflect the changing marketing landscape, leading to a three-fold increase in the number of online consumer communities year-on-year, replacing conventional qualitative. According to the agency, one new project using passive digital behavioural data to supplement survey research generated revenue of US$300,000. Headed by: Rupam Borthakur, CEO | Owned by: WPP 95

封⋻▇╊〃䠓䍮⎸⨭朆― 35%虇㵪⎸䔖⨭朆― 4.6%虇⌅ℕ卹㢏⪶ⴱ㏅䠓㛅⋴⨭朆―35%虇军ℕ卹⏜ ⌅ⓐ⪶ⴱ㏅䠓㛅⋴⨭朆―6%Ҹ 封⋻▇ⶖ㎟␮㴇␮㝋⢷嬞␒ᾼテ屎Ⱑ汣㔴宇灭 䠓䳥䛴Ҹ㔴宇灭䠓㊞ㆬ㞾⢷㜇ⓐ⊓↚↚⁉姛䉉☛憲㔴 ᾚ虇⃫⎉䠓₊⃤ᾏ↚㸉⴩虖军Kantar TNS 䢚⎿攥⴩㳲 䩉䠓㟑朢⶜㄀榎戇㙖ҷ␯㾀ㅯ尯〵ҷ␄憯䍀㉔╙⨭␯ ♐䏛㛅⋴䠓捜嬐ㆶҸ ⢷㳲䩉䠓㟑朢ⶖᾜ▛㔴宇灭厖㳲䩉䠓⋶ⵈ仟▗ ⢷ᾏ弆䠓㬑ㆄ虇ℎ封⋻▇㎟␮庞ㄦ⪩榔㜿㫼⑨Ҹ封⋻ ▇⾁庞ㄦ25 ↚㜿ⴱ㏅虇㜿㫼⑨⿅ℕ―1,400 喻㾾⋒䠓 㛅⋴Ҹ

Kantar TNS Hong Kong΅㕟K㢃ひ㹪╙⪩⋒⒥ 䠓孲㸉㝈㧗虇⁴拜▗ᾜ㝆崙⒥䠓䍮摆䘿⨒虇ℎ⌅佁ᾙ 㼗幊冔䫍Ⓩ㜇捞㒘〃⨭朆ᾘ↜虇᾵╥⁲≂伀䠓幹ㆶ䦣 䰅Ҹ㙩封⋻▇姷䫉虇ᾏ↚㔰䚷娺⑤㜇䩋姛䉉㜇㙩⁴婫 ⋔屎㥴䦣䰅䠓㜿榔䡽⿅ℕ―30喻儝⋒䠓㛅⋴Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Taking second spot in the Market Research Agency of the Year category is Kantar TNS Hong Kong. 2016 marked a very successful year for the market research agency. The success was reflected by a 35% growth in the agency’s operating profit, 4.6% growth in its gross margin, with 35% revenue growth from its biggest client and 6% revenue growth from its top 10 clients. The agency has credited its success to its emphasis on media touch-points in planning. While touch-points refer to the billions of individual behaviours, connections and decisions being made at any one time, the agency saw the importance in identifying the right moments that would influence choice,


MARKET RESEARCH AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

Local Hero

CSG

㏢⋴⁙〃⾑⧃屎㥴仓⎴ᾘ䛁⃜僽䠓㞾乍䩉⾑⧃䦣䰅桕 ⢧虃CSG虄Ҹ 封⋻▇㝋1982 〃⢷欨㾾㎟䱚虇䉉ᾜ▛姛㫼䠓ⴱ ㏅㕟K伫▗䦣䰅㢜⑨Ҹ封⋻▇憩懝厖噚㺪㟽⢚株佁

Breaking into the top three in the Market Research Agency of the Year is Consumer Search Group (CSG). The agency was established in Hong Kong in 1982, and offers comprehensive research services to clients in diverse industries. The company has further expanded to provide regional and global marketing research services through its connection with the Win/ Gallup International network. In 2013, CSG became a member of INTAGE Group which is the leading market research organisation in Japan and ranked ninth largest globally. In 2015, the agency decided to broaden its focus from the government sector to further grow the commercial sector. As a result of this

focus on growing the commercial business, 2016 marked a number of wins for CSG – MercedesBenz, General Motors, Bank of China and JP Morgan to name just a few. The agency’s key client growth has shown a steady growth of around 5% to 6% per annum in the past five years despite the harsh competitive environment of the Hong Kong market. Moreover, the agency has an impressive track record with long-term clients such as MTR, Shangri-La Hotel, Hong Kong Tourism and Café de Coral. On the staff front, the agency expanded its research team number from a total of five teams to eight teams in the past 18 months.

仰䠓憲㔴虇ⶖ⌅䍮摆䦣䰅㢜⑨ㄭⓏ⥮䵓⢜懁ᾏ㳴㚃 ⪶厂⋷䖒Ҹ2013 〃虇CSG㎟䉉 INTAGE桕⢧䠓㎟♰虇 封桕⢧㞾㝴㢻榧⋗䠓⾑⧃䦣䰅桕⢧虇⢷⋷䖒㔡▜䲻 ῬҸ

2015 〃虇封⋻▇㸉⴩ⶖ⌅䊵灭ㄭ㛎〫扷朏懁ᾏ 㳴㚃⪶厂⛕㫼ⷳ棱Ҹ䛀㝋⶗㹷㝋䠋ⷤ⛕㫼㫼⑨虇CSG! 㝋2016 〃庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻㨔庌ㅆ㜾ʟ⫣歂ҷ憩 䚷㸌恙ҷᾼ⢚搏姛╙㗸㧈⪶憩䳘Ҹ ⊧䴰欨㾾⾑⧃䠓䲅䎼䘿⨒㉰␲虇⃕封⋻▇⢷懝╊ ‣〃䠓Ὴ嬐ⴱ㏅⨭朆䔖㵞〃䯸㳴ᾙⓖ亓5%厂6%Ҹ 㳳⪥虇封⋻▇厖㾾旄ҷ欨㧋捛㑘⪶拡〦ҷ欨㾾 㝔懙䠋ⷤ⷏╙⪶ⵅ㮑䳘朆㢮ⴱ㏅ᾏ䢃Ⅼ㒐余ⵕ䠓 ▗⃫Ҹ ⢷♰⽴㝈棱虇封⋻▇⢷懝╊18 ↚㢗ⶖ⌅䦣䰅⢧栙 䠓⁉㜇ㄭ‣⁉⨭厂⋺⁉Ҹ

Headed by: Lam Tat, managing director | Owned by: Independent 96


MARKET RESEARCH AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

COMSCORE ╊〃⾑⧃屎㥴仓⎴䠓搏䓝ㄦῊcomScore ⁙〃䁠嗌⋸ 亩厂‣テ⃜僽虇䋅军虇⌅⢷2016 〃䠓テ⑐㫼俍┊ᾜⵈ

Last year’s silver winner in the Market Research Agency of the Year category, comScore, slips two spots to a finalist this year. However, this doesn’t diminish its strong business performance in 2016. With a footprint spanning across 4As agencies, leading publishers and digital sales agencies, marketing research agency comScore owns an exciting portfolio of long-term partners, including Omnicom Media Group, Publicis and Pixels. Despite Hong Kong being a mature market

for the agency, recent wins include X Social Group and Kingmart Advertising. Last year saw the agency’s audience and advertising products, including MMX, greatly expanded, including an ad network and distributed content reporting, accredited by the MRC. It was accredited by MRC for sophisticated invalid traffic (SIVT) detection and filtration of desktop and mobile web traffic, becoming the first company to offer both content and campaign measurement leveraging MRCaccredited SIVT filtration.

ㆌ嬥Ҹ ⾑⧃䦣䰅㯮㭚 comScore 䠓ⴱ㏅⒔㑻 4A ⋻▇ҷ 榧⋗䠓⎉䏗⛕╙㜇䩋摆⚽⁲䖕⋻▇虇⌅‵㙐㢘⁳⁉崩 ➕䠓朆㢮▗⃫⪴⃃虇⒔㑻ⴞ䡮Ⱑ汣桕⢧ҷ栌䓔桕⢧╙

PixelsҸ⊧䴰封⋻▇⢷欨㾾⾑⧃⾁䠋ⷤ㎟䌮虇⃕㢏慠 ‵庞ㄦX Social Group╙桔ㅆひ◙⋻▇䳘㜿ⴱ㏅Ҹ ╊〃虇封⋻▇䠓╦䣍╙ひ◙䚱♐虃⒔㑻 MMX虄⪶ 䉉㑢ⷤ虇⒔㑻ひ◙佁仰╙⎕䠋⋶ⵈ⧀◙虇᾵䔁ㄦMRC 尜峘ҸcomScore⢷乍ⵕ⤚䊰㛗㻐捞虃SIVT虄∄㾻ҷ⁴ ╙㧛棱╙㏚㯮佁仰㻐捞懝䆍㝈棱ㄦ⎿MRC䠓尜╾虇㎟ 䉉䲻ᾏⵅ懚䚷MRC尜峘䠓SIVT懝䆍▛㟑㕟K⋶ⵈ╙ 㔷ひ㻊⑤㾻捞䠓⋻▇Ҹ

Headed by: Victor Cheng, vice-president, North Asia | Owned by: comScore, Inc

Finalist

KANTAR MILLWARD BROWN ╊〃⾑⧃屎㥴仓⎴䠓搔䓝ㄦῊ Kantar Millward Brown ⁙〃⌜㲰⋴⢜‣テҸ 样嗦 2015 〃䠓㎟␮虇憨ⵅ WPP 㝦ᾚ䠓䦣䰅⋻▇ ⢷欨㾾伢䅮㛍佸䠓㒠㎿ᾚ虇⁜似㒐㒐倛䠓⨭朆Ҹ

digital behaviour analytics and digital solutions introduced to its clients. The agency has also started using non-survey data to interpret consumers’ digital footprint to understand their purchasing behaviours in e-commerce. Ninety per cent of Kantar Millward Brown’s projects are now on online/ mobile survey platform. Crystal Xu was promoted to take up a regional Kantar role for GCR, while Mike Underhill and Venus Szeto joined as senior client development and lead of media and digital solutions respectively. Headed by: Rupam Borthakur, CEO | Owned by: WPP 97

封⋻▇庞ㄦⓐ↚㜿ⴱ㏅虇⌅ᾼ⒔㑻庌岍喁ⴘ喻 䐈ҷZespriҷ䐈亜ҷ䚮␪⛳拡ҷ䆩‭㐤幖ҷ欨㾾㝔懙䠋 ⷤ⷏ҷBrandLoyaltyҷVF╙欨㾾吼圍厭⢧Ҹ 懝╊ᾏ〃虇封⋻▇䠓䚱♐㢜⑨΅⎉䖍―ᾏ‪崙⒥虇 䉉ⴱ㏅㔷⎉―㜿䠓㜇䩋䚱♐╙⵵⢿冒⵮㢜⑨虇⬑㜇䩋 姛䉉⎕㤟╙㜇䩋孲㸉㝈㧗Ҹ封⋻▇㢃朚⭚ℎ䚷棭屎 㥴㜇㙩ℕ孲崏㼗幊冔䠓㜇䩋彂彰虇⁴―孲⁥↠⢷梊ⳟ ⛕⑨ᾼ䠓庋幆姛䉉ҸKantar Millward Brown䡽⏜㢘 90%榔䡽㞾佁ᾙ╙㻐⑤屎㥴。╿Ҹ Crystal Xu䔁㟘ⓖ㙣₊⶗帻 GCR 㫼⑨䠓Kantar Ⓩ⥮孡吁虇军Mike Underhill╙Venus Szeto⏖⎕⎴ ␯⋴㎟䉉汧亩ⴱ㏅䠋ⷤῊ䴰╙Ⱑ汣厖㜇䩋孲㸉㝈㧗 Ὴ䴰Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

A bronze winner in last year’s Market Research Agency of the Year category, Kantar Millward Brown is once again on the list as a finalist this year. Following 2015’s success, the WPP-owned agency maintained a sustained growth path in the face of a slowing economy in Hong Kong. The agency secured 10 new clients, including Sanofi Aventis, Zespri, Turner, San Miguel, Eastspring Investments, Hong Kong Tourism Board, BrandLoyalty, VF and Hong Kong Ballet. The past year has also seen some changes to the agency’s offerings, with new digital products and fieldwork operations such as


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

MEDIA AGENCY OF THE YEAR

Gold

⫖ⴞ䳥䛴Ⱑ汣虃PHD虄欨㾾ᾏ䢃㞾〃〵㢏ℂ䍮摆⁲䖕

PHD HONG KONG

䠓ㄦ䓝⿇ⴱҸ⁙〃虇ⴒ⌜㲰庞ㄦⰡ汣仓⎴䠓捠䓝Ҹ

PHD欨㾾姷䫉虇⌅2016 〃䠓〶▂搧㞾㎟䉉Ӂ⑤䡹 㟑⁲䠓㒠㎿冔虇᾵ᾣ⿅榧惘崙ӂҸ 䉉㏢䧃⶜⊹⋗䖕帰䠓⏊㤎⓿巰虇PHD䉉㾲㏢搏姛 媌⃫欨㾾欥↚⪩Ⱑ汣䫍″Ⱑ汣䖍⧃ひ㘼㻊⑤ҿ㾲㏢

PHD Hong Kong has been a consistent performer in the Agency of the Year awards. For the second consecutive year it has added a gold trophy to its cabinet for the media category. In 2016, PHD Hong Kong said its mantra was to be “a challenger in turbulent times and lead the change”. To challenge the authoritative image of priority banking, PHD created Hong Kong’s first multi-social media live video broadcast campaign “I am the next millionaire” for Standard Chartered. PHD Hong Kong has also set up Annalect, its local team of data scientists and expert technologists to combine marketers’ mindsets

with analytics. The past year has seen PHD secure 12 new businesses, the most significant being when Volkswagen handed its US$3 billion global media account to the agency. PHD said instead of focusing on growing revenues of siloed strategic businesses, it spearheaded digital integration into its account planning teams. This changed the mindsets of planners to have a great degree of ownership. In the past year, it has held 45 local trainings which included Google Squared, a digital e-learning course by Circus Street, and programmatic training, among others. Headed by: Ray Wong, CEO | Owned by: Omnicom 98

Ӂ⊹⋗䖕帰ӂʟ㎠嬐⇩ⵛ児ӀҸ

PHD欨㾾‵㎟䱚―䛀㢻⢿㜇㙩䭠ⴇⵅ╙⶗ⵅ㐏姢 ⁉♰仓㎟䠓 Annalect ⢧栙虇憨㞾ᾏ㚾仟▗⾑⧃㔷ひ ⁉♰䠓ㆬ似╙㜇㙩⎕㤟䠓栙ₜҸ 懝╊ᾏ〃虇PHD庞ㄦ―12 榔㜿㫼⑨虇⌅ᾼ㢏捜嬐 䠓㞾䬞㜾㸌恙ⶖ⊈⇋ 30 ⊓儝⋒䠓⋷䖒Ⱑ汣㫼⑨″宦 仵封⋻▇Ҹ

PHD 姷䫉虇封⋻▇䠓捜灭᾵棭⢷㝋⨭␯✽ᾏ䳥 䛴㫼⑨䠓㛅⋴虇军㞾⢷㝋⿅榧㫼⑨嬞␒⢧栙懁姛㜇 䩋㜃▗虇憨㛈崙―Ⱑ⁚䳥␒♰䠓ㅒ㋚虇⁴㙐㢘⽷⪶䠓 卹Ὴ㲙Ҹ 懝╊ᾏ〃虇封⋻▇⌀厘愵―45 ⧃㢻⢿⦈客虇䜅ᾼ ⒔㑻 Google SquaredҷCircus Street 㕟K䠓㜇䩋梊 ⳟⴇ兡屁䮚ҷ䮚〞⒥庋幆⦈客䳘Ҹ


MEDIA AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

MEDIACOM HONG KONG ╊〃僉⾼䠓䲅䱚Ⱑ汣虇⁙〃ᾏ厘⫹ㄦⰡ汣仓⎴䠓搏 䓝Ҹ ⢷ 2016 〃⎬虇⾑⧃㟽懜尜䉉⶜≂Ⱑ㯮㭚╙ひ◙ ⴱ㏅㞾吀愪䠓ᾏ〃Ҹ䉉Ⅼ㒐⢷㻐⑤⾑⧃䠓ㅺ憮⨭朆虇 憨ⵅWPP 桕⢧㝦ᾚ䠓⁲䖕⋻▇⵵㝌⢜俭⢧栙䠋ⷤҷ⽴

and Christina Yu as planning manager. Training and staff initiative programmes were also a focus for MediaCom, as it provided over 50 classroom and online training sessions for its employees. The strategy paid off as MediaCom ended 2016 on a high, with its business profit growth increasing 90% year-on-year – 61% of the profit was from digital and new sources. MediaCom also won 11 new clients in 2016 – AIA Group, American Airlines, Datetix, Deliveroo, GlaxoSmithKline, Nan Fung Development, Netmarble, Promise Finance, Sands China, SK-II Procter & Gamble and Uber. The impressive list contributed to a gross annual value of HK$3,112 million.

⌆╙㻐⑤␄㜿䠓䳥䛴虇⁴ら䱚㢃⬌䠓⁲䖕⋻▇Ҹ 封⋻▇㑪⑮ ⌆∨ 㻐 ⑤ 䳥 䛴ҷ彷 宼∨㜇 㙩 ⎕㤟 ╙ 㫼⑨俍 㛗䳘 ⶗ 㫼剛㟾䠓Ⓩ⥮⁉㏜虇Ὴ嬐⨭凧⒔ 㑻處Edison Woo䉉㫼⑨俌䡲ҷEric Chew䉉㜇䩋俌 䡲ҷChristine Yu䉉嬞␒伢䖕Ҹ 䲅䱚Ⱑ汣‵䢇䜅捜嬥♰⽴⦈客╙䠋ⷤ宗␒虇䉉♰ ⽴㕟K―50⪩䮽屁䮚╙佁ᾙ⦈客Ҹ ⌅䳥䛴╥ㄦ㎟㤫虇䲅䱚Ⱑ汣⢷ 2016 〃伢㴆テ⑐ 䠓ᾏ〃虇⌅䡗⎸㒘〃⨭朆―90虀虇⌅ᾼ 61虀䠓⎸䃳ℕ 卹㜇䩋╙㜿㛅⋴ℕ䀟Ҹ 䲅䱚Ⱑ汣⢷2016 〃‵庞ㄦ11↚㜿ⴱ㏅虇⌅ᾼ⒔㑻 ╚戵Ⅼ根桕⢧ҷ儝⢚厹䰉⋻▇ҷDatetixҷDeliverooҷ 嗪 垼 亯 ▁ ⋚ҷⓦ 巟 桕 ⢧ҷNetmarbleҷPromise

Financeҷ捠㸨ᾼ⢚ҷSK-IIҷⶅ䃣╙UberҸ憨‪捜嬐ⴱ ㏅䉉⌅⿅ℕ懣31.12⊓㾾⋒俌〃〵⾑⇋Ҹ

Headed by: Alice Chow, managing director | Owned by: WPP 99

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

While absent last year, MediaCom has stepped up to snatch the silver title for the Media Agency of the Year category. At the beginning of 2016, the sentiment was that it would be a tough year for media agencies and advertisers alike. To stay ahead of the rapid growth of mobile, the WPP agency implemented strategies to build a better agency around team developments, tools and mobile innovations. The agency invested in regional talent with specialised backgrounds in mobile strategy, cross-device data analysis and business performance. Key hires included Edison Woo as business director, Eric Chew as digital director,


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

MEDIA AGENCY OF THE YEAR

Bronze

╊〃䠓搏䓝ㄦῊ㻸殿Ⱑ汣欨㾾⌜㲰㏢⋴ᾘ䛁⃜僽虇⫹

OMD HONG KONG

ㄦⰡ汣仓⎴䠓搔䓝Ҹ 㻸殿Ⱑ汣欨㾾㝋2016 〃㔷姛―⋷棱䠓⁲䖕⋻▇ 捜仓虇㻸殿Ⱑ汣ᾼ⢚╙ⴞ䡮Ⱑ汣桕⢧欨㾾䠓⏜嗲‚▗ ⪴⁉灒⢚㜖䔁₊☌䉉㻸殿Ⱑ汣欨㾾㜿₊姛㛎俌婐虇⁴

A silver winner last year, OMD Hong Kong once again breaks into the top three, snatching bronze in the Media Agency of the Year category. In 2016, OMD Hong Kong implemented a full agency restructure. Deric Wong, previously managing partner of OMD China and Omnicom Media Group HK, was appointed as OMD Hong Kong’s new CEO to bring about a positive change. Under the new leadership, OMD Hong Kong became more focused on “data” and “technology”, the micro-innovations that brought a long-term business impact. The agency embraced new digital expertise and foreign talent, and enhanced its products through the adoption of data and technology as

well as cultivating a new model of collaboration for clients. The agency’s iconic work throughout the year included the McDonald’s “for you” project. The agency created personalised messages that rode on relevant moments of different customer preferences, digital behaviours and lifestyles, which successfully stimulated sales. For Danone’s launch of its new-to-market flavoured water B’LUE, OMD was tasked by the client to develop an integrated brand launch campaign. The agency brought together a team of OMD and partner talents and earned the trust of Danone to strategise, ideate and activate a seamlessly integrated campaign besides media planning and buying. Headed by: Deric Wong, CEO | Owned by: Omnicom 100

⿅ℕ䯜㬄䠓崙⒥Ҹ ⢷㜿䴰䖕ⷳ⿅榧ᾚ虇㻸殿Ⱑ汣欨㾾㢃⶗㹷㝋Ӂ㜇 㙩ӂ╙Ӂ㐏姢ӂ虇憩懝ㄽ␄㜿⿅ℕ―朆懯䠓㫼⑨㄀榎Ҹ 封⋻▇懚䚷⼓㜿㜇䩋⶗㫼䥴峧╙⁉㏜虇⁴╙憩懝㜇 㙩╙㐏姢㍘䚷㕟ⓖ䚱♐虇᾵䉉ⴱ㏅⦈檙―㜿䠓▗⃫㮰 ゞҸ 封⋻▇懝╊ᾏ〃䠓⁲姷⃫♐⒔㑻瀴䜅⑭䠓Ӂfor youӂ榔䡽Ҹ封⋻▇㧈㙩ᾜ▛槶ⴱ䠓✫⬌ҷ㜇䩋姛䉉╙ 䚮㻊㝈ゞ虇⢷䢇杫㟑⏊䠋憐↚⁉⒥䠓宙ㇾ虇㎟␮⏉䅏 摆⚽槜Ҹ ⢷懣劌㔷⎉慝▗㜿⾑⧃䠓㤫☂似⁥☌㷃 B’LUE 㟑虇㻸殿Ⱑ汣䔁ⴱ㏅⭣宦媌⃫ᾏ↚伫▗䠓㜿♐䏛䠋⾒ 㻊⑤Ҹ封⋻▇ら䱚―ᾏ㚾䛀㻸殿Ⱑ汣╙▗⃫⪴⃃⁉㏜ 仓㎟䠓⢧栙虇᾵庞ㄦ懣劌䠓ⅰ₊虇柳Ⱑ汣宗␒╙庋幆 ⪥虇㢃帯帻⏅⴩䳥䛴ҷ㭚ㆬ宼宗╙㔷⎉ᾏ↚⋷棱䠓伫 ▗㔷ひ㻊⑤Ҹ


MEDIA AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

MAXUS HONG KONG

⃫䉉欨㾾⾑⧃ᾙ⨭朆㢏ㅺ䠓Ⱑ汣㯮㭚Ὶᾏ虇成⑱欨㾾 ㎟␮㏢⋴Ⱑ汣仓⎴䠓‣テҸ 懝╊ᾏ〃虇成⑱欨㾾ⶖ捜灭惘䮊厂㜇䩋㫼⑨虇军

Being one of the fastest growing media agencies in the market, Maxus Hong Kong has been shortlisted in the media category. The past year has seen some big changes to the structure of Maxus Hong Kong as it shifted its focus to the digital business. Other than a team expansion across digital, offline and implementation, the agency reformulated resources planning and moved talent from online to its digital integrated teams. On the product front, the agency established performance media modelling, data analytics, as

well as planning and optimisation processes. It was rewarded with a 5% increase in net profit, a 25% increase in performance business and a 20% increase in digital billings. The digital billing now shares 50% of the agency’s revenue and helped to overachieve its target by 8%. Maxus Hong Kong’s major clients include Hang Seng Bank, PCCW, Pfizer, Prime Credit, Swatch Group, Jetstar, British Council, Maxim’s, 7-Eleven, Melco Crown Entertainment and UA Finance, with Pandora, Clarins and Go Wild as its key digital account wins last year.

⋻▇㥅㭚΅䠋䚮ᾏ‪捜⪶崙⒥Ҹ柳㚃⪶㜇䩋ҷ桱佩╙ ⦆姛⢧栙⪥虇封⋻▇‵捜㜿⏅⴩幖䀟嬞␒虇᾵ⶖ⁉㏜ ㄭ佁ᾙ⢧栙惘䮊厂㜇䩋伫▗⢧栙Ҹ ⢷䚱♐㝈棱虇封⋻▇ら䱚―俍㛗Ⱑ汣㮰⤚ҷ㜇㙩 ⎕㤟ҷ⁴╙嬞␒厖⊹⒥㻐䮚虇ℎ⌅㽷⎸䃳⨭朆5%虇㫼 俍⨭朆25%虇㜇䩋㛅⋴⨭朆20%Ҹ㜇䩋㛅⋴䖍㟑⃣⌅ 㛅⋴䠓50%虇㢘␸⌅弔弙䡽㮨8%Ҹ 成⑱欨㾾䠓Ὴ嬐ⴱ㏅⒔㑻㇕䚮搏姛ҷ梊宙䡗䭠ҷ 悬䗭ҷⴘⅰⅰ幇ҷSwatch 桕⢧ҷ㔆㞮ҷ咀⢚㜖⒥ⓣ 㢒ҷ儝ㅒҷ7-11ҷ㜿䅯ⓩ‭⮪㮑╙‭㻁凾▗帰⑨虇╊〃 ‵庞ㄦ PandoraҷClarins╙Go Wild 䳘Ὴ嬐㜇䩋ⴱ ㏅Ҹ

Headed by: Stanley Ngai, managing director | Owned by: WPP

Finalist

MINDSHARE ≂䱚Ⱑ汣㎟␮㏢⋴⁙〃Ⱑ汣仓⎴䠓‣テҸ ㎟䱚㝋1997〃虇憨ⵅ WPP 桕⢧㝦ᾚ䠓⁲䖕⋻▇ 㞾ᾏ↚⋷䖒⾑⧃㔷ひ╙Ⱑ汣佁仰虇⢷67↚⢚ⵅ㙐㢘慠 ⋼ⓒ▜♰⽴Ҹ⌅欨㾾愵‚埤䛀104▜♰⽴仓㎟虇Ὴ嬐ⴱ ㏅⒔㑻⴫ⵅⵅⷔҷ㳟喙桔欨㾾ҷKentac╙欨㾾㝔懙䠋 ⷤ⷏䳘Ҹ

Chan to lead the Hong Kong office. She takes over from Paul Gibbins who has led the office for four years and moves on to lead a large regional business for Mindshare based in Bangkok. Other key executives include deputy leads Marc Fong and Raymond Leung. On the campaign front, the agency produced an emotional mini-movie from scratch for the Hong Kong Society of Clinical Oncology and Ovarian Health Action to raise awareness about ovarian cancer in Hong Kong. The result has exceeded expectations – the video has so far garnered more than 332,000 views and over 1,300 shares on Facebook; 214,000 views on YouTube, and the 30-second video view rate is over 50%. Headed by: Caroline Chan, leader | Owned by: WPP 101

⁴㊂≞␪╙䭠㐏䉉⋻▇ℎ☌䠓㧇ㅒ虇≂䱚Ⱑ汣 欨㾾⢷⁉㏜拜僽╙㥅㭚ᾙ⃫⎉ㄗ⪶䠓惘崙虇ℚ⬑㎟ 䱚㢹ℕ卹懸㍘⶗㫼⢧栙虃FAST虄虇⁴㕟ⓖ俍㛗䍮摆䠓 姷䖍Ҹ ᾙ㢗虇封⋻▇₊☌ Caroline Chan⿅榧欨㾾愵‚ 埤Ҹ⬈㔴㢎 Paul Gibbins虇ㄛ冔⿅榧欨㾾愵‚埤⡪ 〃虇䖍䮊⾺厂㢋巆虇帯帻䴰䖕≂䱚Ⱑ汣㢃ひ㹪䠓⢿ Ⓩ㫼⑨Ҹ⌅⁥Ὴ嬐䴰䖕ⷳ⒔㑻⏾Ὴ䴰Marc Fong ╙ Raymond LeungҸ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇䉉欨㾾卷〙勺䞳䭠ⴇ 㢒╙┄⽱⇴う姛⑤媌⃫―ᾏ扷㊮⁉䠓ㄽ梊㄀虇⁴㕟 汧欨㾾⪶䣍⶜┄⽱䟛䠓尜峧Ҹㄦ⎿䠓仟㤫 弔⎉榟 㢮虇㄀䏖慓⁙⾁䔁ㄦ弔懝 33.2喻㲰孏䢚㲰㜇虇⁴╙⢷ Facebook撓ㄦ弔懝1,300㲰⎕›虖YouTubeᾙ㢘 21.4 喻㲰孏䢚㲰㜇虇军憨扷30䭡㄀䏖䠓孏䢚䔖弔懝50%Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Mindshare has made its way onto the finalists list in the Media Agency of the Year category this year. Founded in 1997, the WPP-owned agency is a global marketing and media network of nearly 6,000 people in 67 counties. The office comprises 104 staff in Hong Kong, and has several key businesses, including IKEA, L’Oréal Hong Kong, Kentac and Hong Kong Tourism Board. Taking imagination and technology as the heart of the firm’s mission, Mindshare Hong Kong has made a lot of changes in its talent profile and structure, such as the setting up of the future adaptive specialist team to bring excellence to performance marketing. Last month, the agency appointed Caroline


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

MOBILE MARKETING AGENCY OF THE YEAR

Gold

ACCENTURE INTERACTIVE, GREATER CHINA

㌠坘‽䣋䠓㜿㫼⑨ҷⓢ弙䠓⃫♐╙テ⑐䠓帰⑨姷䖍虇 ℎ⥒㩽⚁‡⑤劌⪯⢷㻐⑤䍮摆仓⎴㑣ㄦ榼䷛Ҹ ⥒㩽⚁‡⑤ⷻ⥒㩽⚁㝦ᾚ䠓ᾏⵅ㜇䩋ひ◙⁲䖕⋻

A stellar new business run, a portfolio of standout work and a strong financial performance helped Accenture Interactive to make another clean sweep of the mobile category. The agency, a part of Accenture Digital, which, in turn, is part of Accenture, is a digital agency that envisions creating the next transformative customer experience. Through connected offerings in design, marketing, content and commerce, it has been serving local and international giants such as Towngas, adidas, Hong Kong Tourism Board, MTR, P&G and Philips. This year the agency has won several new clients, including Vans, Sony, Dyson, Chanel and Hennessy.

The impressive list of blue-chip client wins is from the agency’s focus on being “digital-first”, with a strong focus on strategic consulting in digital services. In line with this philosophy, Accenture Interactive opened its new digital studio to provide both a place to work, and a place to showcase all the work it has been responsible for. Accenture Interactive also places a focus on creating a cohesive culture, while allowing for individuality in the company. The agency had 23 promotions in 2016, and hired 26 new employees mainly for the creative, design, social media and developer departments. RISE leadership training was held to ensure newly promoted or hired candidates are wellprepared and equipped to lead in the new era.

▇虇㝷⢷㏢憯⌆崙棸ㆶ䠓ⴱ㏅汣毦Ҹ憩懝憲㔴宼宗ҷ⾑ ⧃㔷ひҷ⋶ⵈ╙⛕㫼㝈棱䠓䚱♐虇封⋻▇ᾏ䢃䉉㢻⢿╙ ⢚株ₐ㫼㕟K㢜⑨虇⬑䋳㶲⋻▇ҷadidasҷ欨㾾㝔懙 䠋ⷤ⷏ҷ㾾旄ҷⶅ䃣╙橪⎸㻵䳘Ҹ ⥒㩽⚁‡ ⑤╊〃庞ㄦ䠓㜿ⴱ㏅⒔㑻

VansҷSonyҷDysonҷChanel╙HennessyҸ㳳⪥虇 ⴒ⴩⃜䉉Ӂ㜇⳦䉉⋗ӂ䠓⁲䖕⋻▇虇⶗㹷㝋㕟K㜇䩋䳥 䛴屽寱㢜⑨Ҹ䭘㐎憨ᾏ䖕ㆄ虇⥒㩽⚁‡⑤朚宼㜿䠓㜇 䩋⽴⃫ⴳ虇⁴⃫䉉ᾏ↚㝱╾⽴⃫虇╗╾ⷤ䫉⌅⃫♐䠓⢿ 㝈Ҹ ⥒㩽⚁‡⑤‵厃␪㝋␄憯⢧仟䠓⋻▇㜖⒥虇▛㟑 ⵈ寀♰⽴⢷⋻▇⋶Ⅼ㒐卹㎠Ҹ封⋻▇㝋2016 〃懁姛―

23 榔⁉‚㟘ⓖ虇Ὴ嬐䉉␄㊞ҷ宼宗ҷ䫍″Ⱑ汣╙朚䠋 扷朏凧屚―26 ▜㜿♰⽴Ҹ㳳⪥虇╗厘愵RISE榧娥⦈客虇 ⁴婬∨㜿㟘㎥㜿凧䠓↨戇⁉虇崢⁥↠劌⪯⃫⬌䀥∨虇 ⢷㜿分⃜ᾙῧ樷⛮厹Ҹ

Headed by: Jason Chau, head of Accenture Interactive in Greater China | Owned by: Accenture 102


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

MOBILE MARKETING AGENCY OF THE YEAR

Silver

Local Hero

GOGOCHART GoGoChart ⑖⫹㻐⑤䍮摆仓⎴䠓搏䓝╙㢻⢮咀桓 䓝Ҹ

GoGoChart ㎟䱚ᾘ◷〃虇⨭朆 憮〵㵣⁴ㄏ㢃 ㅺ虇᾵撓ㄦテ⑐䠓㒘〃⨭⿔Ҹ≔⢷懝╊ᾏ〃虇封⋻▇ ⾁㎟␮庞ㄦᾜⶠ㢻⢿╙⢚株䥴▜♐䏛䠓⤑棡虇⌅ᾼ⒔

GoGoChart has consistently managed to boost download rates and ensured No.1 top slots on both iOS and Android for its clients; Tango’s app ranked No.1 and was featured in iOS trending; 6Waves ranked No.1 on the Google Play store in Hong Kong and Japan; while BMW was No.1 in both Hong Kong and Europe, to name a few. GoGoChart successfully craised of US$1.5 million to continue its strong growth in Asia and facilitate its expansion plans in the Middle East and Europe. Headed by: Daniel Lo, CEO | Owned by: Independent 103

㑻 Yamahaҷⓦ啾㝸⧀ҷⶅ欻ҷTangoҷ⁴╙㏚懙⽷榼 Dlash of Kings╙HappnҸ ⌅⁥ Ὴ嬐 ⴱ㏅⒔㑻ҿ垚 㤫㝴⧀Ӏҷ6Waves ╙ UberEatsҸGoGoChartᾏ䢃厃␪䉉ⴱ㏅㕟ⓖᾚ悘䔖虇 ᾵䩉Ⅼ⌅ⴱ㏅⢷iOS╙Android㍘䚷䮚ゞᾚ悘㬫ᾙⅬ 㒐㔡▜䲻ᾏҸℚ⬑處Tango㍘䚷䮚ゞ䠓ᾚ悘䔖㔡▜䲻 ᾏ虇᾵⃜⎦iOS㢏╦㳰慝㔡姛㬫ᾙ虖6waves ⢷欨㾾╙ 㝴㢻䠓Google Play 㔡姛㬫⃜⎦䲻ᾏ虖军BMW⢷欨㾾 ╙㳟㻁‵㔡姛䲻ᾏҸ

GoGoChart ㎟␮⑮桕⎿ 150 喻儝⋒䠓幖捠虇⁴ 㚾㒐⌅⢷‭㻁䠓テ⑐䠋ⷤ虇᾵␸⌅㑢ⷤ㫼⑨厂ᾼ㤀╙ 㳟㻁Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

GoGoChart takes the silver and Local Hero titles in the Mobile Marketing Agency of the Year category. GoGoChart is in its third year in the market, and growing faster than ever, with strong yearon-year growth. In the past year alone, the agency has signed on a number of strong local and international brands, including Yamaha, SCMP, BMW, Tango, game giant Clash of Kings and Happn. Other key clients include Apple Daily, 6Waves and UberEATS.


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

MOBILE MARKETING AGENCY OF THE YEAR

Bronze

2016〃㞾Mirum Hong Kong╵ᾏ↚姷䖍䰐⎉䠓ᾏ〃Ҹ

MIRUM HONG KONG

憨ⵅ WPP桕⢧㝦ᾚ䠓⁲䖕⋻▇憲倛ⓐ〃撓ㄦ桨⃜㜇 ⳦⨭朆虇⶜㝋㹱⑤䠓欨㾾䍮摆⾑⧃ℕ尹虇令⶜㞾㎟俍 㜟䋅Ҹ ⃫䉉㻐⑤䍮摆仓⎴䠓搔䓝ㄦῊ虇封⋻▇撓ㄦ 80% 䠓㒘〃亣⎸⨭朆虇⌅㎟␮嬐㴇␮㝋朆㢮䯸⴩䠓坜䷛ⴱ

2016 marks another outstanding year on the books for Mirum Hong Kong as the WPP-owned agency recorded its 10th consecutive year of double-digit growth, which is remarkable work considering the volatility of Hong Kong’s marketing sector. The bronze winner of the Mobile Marketing Agency of the Year category recorded an 80% net profit change year-on-year, and credited its success to a long-term stable of blue-chip clients and an influx of global and local client wins. The firm won 12 clients last year, including Asia Miles, China Mobile, Fendi, Towngas, Prudential, Nikon, MetLife, HKT and Atelier K11. The new clients contributed to 18% of its annual revenue.

Some of Mirum’s other key clients include the Hong Kong Jockey Club, Chow Sang Sang, Hong Kong Tourist Board, Hong Kong International airport, HKTDC, Sino Group and Dairy Farm. Mirum has evolved into a dynamic agency that can handle and surpass the demands of the digital era. Among a host of strong work developed by the firm in 2016, Mirum created a brand new responsive online and mobile website for Ocean Park, which led to a 304% increase in mobile visits. Key hires for Mirum Hong Kong this year include Michael Li as project director; Tony Cheung as business account director; Justin Foo as strategic business director; and Michael Leung as creative strategic director. Headed by: Win Mak, CEO | Owned by: WPP 104

㏅虇⁴╙䅏⨭䠓⋷䖒╙㢻⢿㜿ⴱ㏅Ҹ 封⋻▇⁙〃庞ㄦ12⃜ⴱ㏅虇⒔㑻‭㻁喻捛憩ҷᾼ ⢚䮊⑤ҷFendiҷ䋳㶲⋻▇ҷ咀⢚Ⅼ尯ҷOjlpoҷ⪶抌㢒 ⁉⪌ҷ欨㾾梊宙╙Atelier K11Ҹ㜿ⴱ㏅䉉⌅⿅ℕ18% 䠓〃㛅⋴Ҹ

Mirum 䠓⌅⁥Ὴ嬐ⴱ㏅⒔㑻欨㾾庌欻㢒ҷ◷䚮 䚮ҷ欨㾾㝔懙䠋ⷤ⷏ҷ欨㾾⢚株㯮⧃ҷ欨㾾幎䠋⷏ҷⅰ ☛桕⢧╙䏪⬅⢚株Ҹ 封⋻▇厃␪䠋ⷤ㎟䉉ᾏⵅ棗㻊䠓⁲䖕⋻▇虇⁴㍘ ⶜╙弔弙㜇䩋㟑⁲䠓梏㷑Ҹ⢷⌅2016 〃㔷⎉䠓ᾏ亊⎦ ⎉吁榔䡽ᾼ虇Mirum䉉㼆㺚⋻⢡ら䱚⋷㜿䠓榎㍘ゞ佁 ᾙ╙㏚㯮佁䱨虇ℎ⌅㏚㯮容⛞䔖⨭␯―304%Ҹ

Mirum Hong Kong䠓Ὴ嬐⨭凧⒔㑻Michael Li 䉉榔䡽俌䡲ҷTony Cheung 䉉ₐ㫼ⴱ㏅俌䡲ҷJustin Foo䉉䳥䛴㫼⑨俌䡲ҷ⁴╙Michael Leung 䉉␄㊞䳥 䛴俌䡲Ҹ


MOBILE MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

MEDIACOM HONG KONG 䲅䱚Ⱑ汣㎟␮㏢⋴⁙〃㻐⑤䍮摆仓⎴䠓‣テҸ 䉉Ⅼ㒐⢷㻐⑤⾑⧃䠓ㅺ憮⨭朆虇憨ⵅWPP 桕⢧㝦 ᾚ䠓⁲䖕⋻▇⵵㝌⢜俭⢧栙䠋ⷤҷ⽴⌆╙㻐⑤␄㜿䠓 䳥䛴虇⁴ら䱚㢃⬌䠓⁲䖕⋻▇Ҹ 封⋻▇㑪⑮ ⌆∨ 㻐 ⑤ 䳥 䛴ҷ彷 宼∨㜇 㙩 ⎕㤟

MediaCom has made its way into the finalists list in the mobile marketing category this year. To stay ahead of the rapid growth of mobile, the WPP agency implemented strategies to build a better agency around team developments, tools and mobile innovations. The agency invested in regional talent with specialised backgrounds in mobile strategy, cross-device data analysis and business performance. Key hires included Edison Woo as business director; Eric Chew as digital director; and Christina Yu as planning manager.

Training and staff initiative programmes were also a focus for MediaCom, as it provided over 50 classroom and online training sessions for its employees. The strategy paid off as MediaCom ended 2016 on a high, with its business profit growth increasing 90% year-on-year – 61% of the profit is from digital and new sources. Mediacom also won 11 new clients in 2016 – AIA Group, American Airlines, Datetix, Deliveroo, GlaxoSmithKline, Nan Fung Development, Netmarble, Promise Finance, Sands China, SK-II Procter & Gamble and Uber.

╙ 㫼⑨俍 㛗䳘 ⶗ 㫼剛㟾䠓Ⓩ⥮⁉㏜虇Ὴ嬐⨭凧⒔ 㑻處Edison Woo䉉㫼⑨俌䡲ҷEric Chew 䉉㜇䩋俌 䡲ҷChristine Yu䉉嬞␒伢䖕Ҹ 䲅䱚Ⱑ汣‵䢇䜅捜嬥♰⽴⦈客╙䠋ⷤ宗␒虇䉉♰ ⽴㕟K―50⪩䮽屁䮚╙佁ᾙ⦈客Ҹ ⌅䳥䛴╥ㄦ㎟㤫虇䲅䱚Ⱑ汣⢷2016 〃伢㴆テ⑐䠓 ᾏ〃虇⌅䡗⎸㒘〃⨭朆―90%虇⌅ᾼ 61% 䠓⎸䃳ℕ卹 㜇䩋╙㜿㛅⋴ℕ䀟Ҹ 䲅䱚Ⱑ汣⢷2016 〃‵庞ㄦ11↚㜿ⴱ㏅虇⌅ᾼ⒔㑻 ╚戵Ⅼ根桕⢧ҷ儝⢚厹䰉⋻▇ҷDatetixҷDeliverooҷ 嗪 垼 亯 ▁ ⋚ҷⓦ 巟 桕 ⢧ҷNetmarbleҷPromise

Financeҷ捠㸨ᾼ⢚ҷSK-IIҷⶅ䃣╙UberҸ憨‪捜嬐ⴱ ㏅䉉⌅⿅ℕ懣31.12⊓㾾⋒俌〃〵⾑⇋Ҹ

Headed by: Alice Chow, managing director | Owned by: WPP

Finalist

MTEL Macau, Malaysia, Taiwan, Thailand and Singapore can place orders and pay for their drinks and food in advance, and pick up the orders at their chosen store. The new feature allows customers to choose a store from a map view, browse, select and customise the beverage and food items, including the option to modify the size, number of espresso shots and dairy selections, view the estimated pick up times and pre-pay for the order – all within the Starbucks mobile app. Every order is prepared and ready for pickup in the beverage hand-off area. Mtel won six awards in 2016 for the campaign.

㫼㕟K⋷棱䠓䚱♐Ҹ

Mtelⓢ弙䠓⃫♐Ὶᾏ㞾䉉㞮⾃⋚䠓㏚㯮㍘䚷䮚ゞ 㔷⎉㜿␮劌MOPҸ欨㾾ҷ䅂朏ҷ欻ℕ嬎‭ҷ╿䇲ҷ㹿⢚ ╙㜿␯⣰䠓㍘䚷䮚ゞ䚷㏅╾⁴㕟⏜ᾚ✽宑庋檁㜨╙橮 䏸虇᾵⢷卹⾀戇㙖䠓朏〦╥檟Ҹ 憨榔㜿␮劌⋐寀槶ⴱ憞懝⢿⢥㰱嬥戇㙖朏〦ҷ䆞 孌ҷ戇㙖╙⴩⏅檁㜨╙橮♐虇⒔㑻戇㙖檁㜨⪶⶞ҷ䐈䅒 ☥⛰₌捞╙ ♐戇㙖ҷ㥴䢚榟宗╥檟㟑朢ҷ⁴╙榟⁧ 幊䚷虇ᾏ⎖戇榔䡰⢷㞮⾃⋚䠓㏚㯮㍘䚷䮚ゞ虇㵞榔宑 ✽抌㢒⢷朏〦䠓⪥干㔴憐Ⓩ䳘ㄔ╥檟Ҹ封㔷ひ㻊⑤⢷

2016〃䉉Mtel䔁ㄦ―⋼↚䓝榔Ҹ

Headed by: Willy Wong, CEO | Owned by: Independent 105

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Mtel is a finalist for Mobile Marketing Agency of the Year. Established in 1999, the Hong Kong-based digital solutions provider works closely with more than 60 brands, including Swire Resources, Citibank, Hang Seng Bank, Coach and Manulife, just to name a few. It aims to pursue continuous improvement in products and processes, and leverages iBeacon, omni-channel and internet of things to deliver comprehensive products for enterprises. In one of its remarkable works, Mtel launched a new feature – MOP – for Starbucks’ mobile app. App users across Hong Kong,

Mtel㞾⁙〃㻐⑤䍮摆仓⎴䠓‣テῚᾏҸ ㎟䱚㝋1999〃虇憨ⵅ欨㾾㜇䩋孲㸉㝈㧗㢜⑨K㍘ ⛕厖⪹╳幖䀟ҷ呀㝦搏姛ҷ㇕䚮搏姛ҷCoach╙ⴞ⎸ 䳘60⪩↚♐䏛余ⵕ▗⃫Ҹ封⋻▇㝷⢷ᾜ㝆㕟ⓖ䚱♐╙ 㻐䮚虇᾵懚䚷iBeaconҷ⋷㾯懢╙䏸凾佁䳘㝈ゞ䉉ₐ


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

PROGRAMMATIC AGENCY OF THE YEAR

Gold

個 2016 〃䔁ㄦ搔䓝ㄛ虇ⴞ䡮Ⱑ汣桕⢧㝦ᾚ䠓䮚〞⒥

OMG PROGRAMMATIC

庋幆扷朏 OMG Programmatic虃⏜䯀 Accuen虄㎟␮ 㗧ᾚ䮚〞⒥庋幆仓⎴䠓捠䓝Ҹ 封⋻▇㝋2016 〃庞ㄦ⋸⃜㜿ⴱ㏅ʟʟ䬞㜾㸌恙 ╙凾▗⎸啾虇军⌅Ὴ嬐ⴱ㏅⒔㑻凾戵ㅺ懭ҷⅰ岍欨

After winning bronze in 2016, OMG Programmatic, formerly known as Accuen, Omnicom Media Group’s programmatic specialist division, has stepped up to snatch the gold award in the programmatic category. 2016 saw the agency pick up two new clients – Volkswagen and Unilever, adding to its portfolio, which includes FedEx, Cigna, Wyeth and McDonald’s. To connect with diverse audiences and develop long-term communication through multiple technology stacks, OMG Programmatic developed a cross-platform strategy for McDonald’s which targeted users via location.

It collected their unique identifiers and cross-matched that with their footprint analysis to engage either in-office or on home devices through IP matching. As a result, it has driven an impressive number of customers to visit the store. As programmatic has advanced quickly in the market, the company has increased the team from four to seven in the past eight months. Bradley Dowding-Young has replaced Adrian Teh as head of programmatic, with 10 years of digital experience from OMG and Guardian News and Media in the UK.

㾾ҷ㉯㶞╙瀴䜅⑭Ҹ 䉉―厖ᾜ▛䠓╦䣍凾俺虇᾵憩懝⪩䮽㐏姢″㻐⁴ 朚ⷤ朆㢮䠓䀬憩虇OMG Programmatic⾁䉉瀴䜅⑭ ⏅⴩⎉ᾏ⫦彷。╿䳥䛴虇憩懝⢿䖕⴩⃜ℕ攥⴩䚷㏅Ҹ 封⋻▇㛅桕䚷㏅䠓䓷䐈㮨峧虇᾵厖⁥↠䠓彂彰⎕ 㤟㜇㙩懁姛Ⓢ拜虇䋅ㄛ懁姛IPⓈ拜⁴憩懝愵⋻ⴳ㎥ⵅ 〼宼∨ℕ凾俺⁥↠虇仟㤫䉉檟も◇イ―ᾜⶠ䠓ⴱ⁉Ҹ 样嗦䮚〞⒥庋幆⢷⾑⧃ᾙ慔憮䠋ⷤ虇封⋻▇⢷懝 ╊⋺↚㢗ⶖ⢧栙⁉㜇ㄭ⡪⁉⨭厂ᾒ⁉Ҹ

Bradley Dowding-Young 㔴㢎Adrian Teh㎟ 䉉䮚 〞⒥庋幆Ὴ䴰虇⏜冔⢷ ⴞ䡮 Ⱑ汣 桕⢧╙ 咀⢚

Guardian News and Media亾䯜―ⓐ〃䠓㜇䩋伢 毦Ҹ

Headed by: Bradley Dowding-Young, head of programmatic | Owned by: Omnicom Media Group 106


PROGRAMMATIC AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

XAXIS HONG KONG ╊〃䮚〞⒥庋幆仓⎴䠓捠䓝ㄦῊXaxis⁙〃⡭嗌ᾏ亩 厂䲻‛⃜Ҹ䋅军虇⌅╊〃䠓㫼⑨姷䖍᾵㸡㢘㾪ダҸ 䉉―㔷⑤䮚〞⒥庋幆榧⥮䠓␄㜿虇封⋻▇䠓Ὴ

have already used this new “Xaxis Sync” products are DBS Bank, Hotels.com, Maxim’s Caterers and Studio City. In November 2016, Xaxis Hong Kong and Google Hong Kong jointly launched a new product called “Xaxis View”, which allows its clients to programmatically buy YouTube inventory using audience data from Xaxis’ DMP Turbine based on the system integration between Turbine and Google’s DoubleClick bid manager. Currently staffed by nine employees in Hong Kong with a back up of 45 employees in the regional Xaxis APAC team, its turnover rate was 11%.

㎥䲅䎼⶜㏚梊嬥ひ◙宙埮虇䋅ㄛ▛㳴⢷⌅䲻‛ⷞ⿤ 虃㏚㯮ҷ。㤎梊勵╙㧛棱梊勵虄㘼⎉ひ◙Ҹ

Xaxis卹䯀㞾欨㾾⚾ᾏ㕟K憨䮽⪩失⿤孲㸉㝈㧗 䠓䮚〞⒥ひ◙⋻▇Ҹ⾁㔰䚷憨㳍Xaxis Sync㜿䚱♐䠓 ⴱ㏅⒔㑻㞮ⷤ搏姛ҷHotels.comҷ儝ㅒ桕⢧╙㜿䅯 ㄀䁨Ҹ

2016 〃 11㢗虇Xaxis 欨 㾾 厖 Google 欨 㾾凾 ㏚ 㔷⎉▜䉉 Xaxis View 䠓㜿䚱♐虇封 䚱♐⿺␸⌅ ⴱ ㏅懚䚷仟▗ Xaxis 㜇㙩䴰䖕。╿Turbine 厖 Google

DoubleClick Bid Manager虃DBM虄⋸⫦亊伀䠓╦䣍 㜇㙩卹⑤庋幆YouTubeひ◙〺⳧Ҹ 封⋻▇䡽⏜⢷欨㾾㙐㢘Ῥ▜♰⽴虇Xaxis‭⪹Ⓩ⢧ 栙䠓45 ▜♰⽴䉉⌅㕟K㚾㖃虇♰⽴㻐⫀䔖䉉11%Ҹ

Headed by: Andy Chung, managing director | Owned by: WPP 107

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Last year’s gold winner in the programmatic category, Xaxis slips one spot to second place this year. However, it doesn’t diminish its strong business performance last year. To drive innovation in the programmatic space, the agency’s key product “Xaxis Sync” lets advertisers synchronise their ads on second screens (mobile, tablet and desktop) by detecting the signal of their TV ad or competitors’ TV ad once it is being broadcasted on TV channels such as Jade, Pearl, Now TV, etc. Xaxis counts itself as the only programmatic advertising company in Hong Kong that is offering that kind of multi-screen style solution. Clients who

嬐䚱♐ Xaxis Sync 崢ひ◙ⴱ㏅∄㾻⢷兰兯╿ҷ㞝䕯 ╿ҷNow TV 䳘䖍㢘梊嬥槊懢ひ㘼䠓卹ⵅ梊嬥ひ◙


PROGRAMMATIC AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

Local Hero

FIVESTONES ⢷䮚〞⒥庋幆仓⎴ᾼ䔁ㄦ䲻ᾘ▜⌋㢻⢮咀桓䓝䠓㞾

FiveStonesҸ FiveStones㞾ᾏⵅ欨㾾㜇䩋䍮摆槶⛞⋻▇虇卹⋺ 〃⏜㎟䱚⁴ℕ虇ᾏ䢃⢷噻⑒䠋ⷤҸ ㎟䱚㝋 2009 〃虇封⋻▇㎟䉉 DoubleClick by Google⢷‭⪹Ⓩ䠓╾棯㢜⑨K㍘⛕虇㞾⪶ᾼ啾⢿Ⓩ 欥ⵅ䠓▗⃫⪴⃃ҸFiveStones 㙐㢘㜇䩋䍮摆榧⥮䠓

Taking third spot as well as Local Hero in the Programmatic Agency of the Year is FiveStones. FiveStones is a digital marketing consultancy native to Hong Kong, and has grown in leaps and bounds since its inception eight years ago. Founded in 2009, it earned its name by being a trusted service provider of DoubleClick by Google in the Asia Pacific region – the first such partner in Greater China. FiveStones’ expertise in this sector allows it to offer solutions ranging from an outsourced ad operation workforce, a creative or digital buying team, all the way to training and consulting on a variety of technologies and tools. As the digital marketing industry is fastgrowing and ever-evolving, FiveStones has

provided programmatic buying services since 2013, and its customers and sales volume growth have both skyrocketed over the past few years. Its expansion has covered four countries in just six months, with offices now located in Hong Kong, Sydney, Shanghai, Taipei and Singapore. Key clients include, 3HK, Asia Miles, TripAdvisor, The Economist, BBC, CNN, Google, GroupM and Chow Sang Sang. The company’s name has its roots in the Bible story about how King David defeated his giant enemy Goliath with just a sling and five stones. FiveStones prides itself on its commitment to clients, understanding their business challenges and providing well-suited solutions with best-inclass services.

⶗㫼䥴峧虇㕟Kㄭ⪥⎳ひ◙䍮懚⁉♰ҷ␄㊞㎥㜇䩋㔰 庋⢧栙ҷ⁴厂▓䮽㐏姢╙⽴⌆⦈客╙屽寱䳘䠓孲㸉 㝈㧗Ҹ 样嗦㜇䩋䍮摆姛㫼ᾜ㝆ㆴ憮䠋ⷤ虇FiveStones卹 2013〃朚⭚㕟K䮚〞⒥庋幆㢜⑨虇军⌅ⴱ㏅╙䍮㫼槜 ⢷懝╊」〃⣖⪶⿔⨭朆Ҹ 封⋻▇⢷䥼䥼⋼↚㢗⋶ⶖ㫼⑨㚃ⷤ厂嬕噚⡪↚ ⢚ⵅ虇䖍㟑⢷欨㾾ҷ㈘ⷋҷᾙ㼆ҷ╿⒦╙㜿␯⣰⣖宼㢘 愵‚埤Ҹ

FiveStones Ὴ 嬐 ⴱ㏅⒔ 㑻 3 欨 㾾ҷ‭ 㻁 喻 捛 憩ҷTripAdvisorҷҿ伢䅮ⴇ⁉Ӏҷ咀⢚ひ㘼⋻▇ҷ儝⢚ 㢘佩梊嬥㜿凭佁ҷGoogleҷGroupM╙◷䚮䚮Ҹ 封⋻▇䠓▜⳦䀟㝋凥伢㛔‚虇杫㝋⪶姪⬑⃤䚷▙ 亱╙‣⧙䦂榼㙙㛦⽷⁉㳛⎸‭ҸFiveStones厃␪―孲 ⴱ㏅䠓㫼⑨㒠㎿虇䉉⌅㕟K㢏▗懸䠓孲㸉㝈㧗厖ᾏ㻐 䠓㢜⑨Ҹ

Headed by: Alex Yeung, managing director | Owned by: Numiracle Group 108


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

PROGRAMMATIC AGENCY OF THE YEAR

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

109


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

PROGRAMMATIC AGENCY OF THE YEAR

Bronze

MEC DIGITAL PERFORMANCE HONG KONG

MEC Digital Performance Hong Kong ㏢⋴⁙〃䮚〞 ⒥庋幆仓⎴䠓ᾘ䛁⃜僽Ҹ 憨ⵅWPP 桕⢧㝦ᾚ䠓⁲䖕⋻▇╊〃㸡㢘㻐⫀₊ ⃤ⴱ㏅虇᾵帯帻埤䖕㞮ⷤ搏姛虃欨㾾虄ҷⵛ姪Ⅼ根虇 㷇⎸䅂朏╙䅂朏㷇⎸䠖ⴽ拡〦ҷ⎸戵虃䴰䖕虄㢘柟⋻ ▇ҷⴞ⎸欨㾾ҷ⾛㋝厗㫼ҷBoston Scientificҷ欨㾾 厹䰉ҷ㚫䮚欨㾾ҷZuji Hong Kongҷⵛ巹拡〦⢚株ҷ

This year, MEC Digital Performance Hong Kong breaks into the top three in the Programmatic Agency of the Year category. With no clients lost last year, the WPP agency handles 17 client accounts, including DBS Bank (Hong Kong), FWD Insurance, Wynn Macau & Wynn Palace, Trinity Management Services, Manulife Hong Kong, Hysan Development, Boston Scientific, Hong Kong Airlines, Ctrip Hong Kong, Zuji Hong Kong, Regal Hotels International, Sino Hotels, New World Hotels & Resort, Hong Kong Disneyland, Swire Hotels, Park Hotel Group and Lane Crawford. To establish the firm as a leading programmatic and digital performance agency with strong expertise, as well as innovate digital

media buying and planning in programmatic with the introduction of new ad formats and technology partners, last year saw MEC partnering with existing offline vendors to identify digital technologies such as iBeacon to further enhance the measurement of offline channels. The agency also worked with new technology start-ups to introduce new ad delivery methods and ad formats, including dynamic feed generation and dynamic creative optimisation for programmatic buy. In 2016, MEC increased its team to 23, including three key hires with Sherriff Jia as associate interaction director; Jamie Ng as senior interaction manager; and Chloe Lai as social media manager.

ⅰ☛拡〦ҷ㜿ᾥ䛛拡〦╙〵⇖㣠ҷ欨㾾慹⩺ⷋ㮑⢡ҷ ⪹╳拡〦ҷ欨㾾䠍㮑拡〦╙憲⓰⃪⌀15 ↚ⴱ㏅䠓㫼 ⑨Ҹ 䉉ⶖ⋻▇㏢憯㎟⌆㢘テ⪶⶗㫼䥴峧ҷ⁴╙㕟K イ⋴⼓㜿ひ◙㧋ゞ╙㐏姢▗⃫⪴⃃䠓␄㜿䮚〞⒥㜇 䩋Ⱑ汣庋幆╙嬞␒㝈㧗䠓榧⋗䮚〞⒥庋幆╙㜇䩋俍 㛗⁲䖕⋻▇虇MEC╊〃厖䖍㢘桱佩K㍘⛕▗⃫峧⎴ iBeacon䳘㜇䩋㐏姢虇⁴懁ᾏ㳴㕟ⓖ佩ᾚ㾯懢䠓㾻捞 ㎟㛗Ҹ 封⋻▇‵厖㜿㐏姢⎬␄⋻▇▗⃫虇㔷⎉㜿䠓ひ◙ 㐤㛍㝈ゞ╙ひ◙㧋ゞ虇⒔㑻捬⶜䮚〞⒥庋幆䠓⑤㋚ひ ◙䚮㎟╙⑤㋚␄㊞⊹⒥Ҹ

MEC 㝋2016 〃ⶖ⢧栙⁉㜇⨭␯厂 23⁉虇⌅ᾼ⒔ 㑻⨭凧ᾘ▜捜嬐♰⽴虇⎕⎴㞾Sherriff Jia䉉‡⑤⏾俌 䡲ҷJamie Ng 䉉汧亩‡⑤伢䖕ҷ⁴╙Chloe Lai䉉䫍 ″Ⱑ汣伢䖕Ҹ

Headed by: Antony Yiu, head of search and performance, Asia Pacific | Owned by: WPP 110


PROGRAMMATIC AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

AMNET HONG KONG

Amnet Asia㌠坘䉉呀㝦搏姛ҷ喁⁤垼ҷㄽ恮ҷ䗿瀦拡 〦╙㾲㏢搏姛䠓⃫♐虇⋴⢜䮚〞⒥庋幆仓⎴䠓‣テҸ 封⋻▇ヱⵈ卹⾀䉉Ӂ梊憩ⴘ▘㜾佁仰䠓䮚〞⒥庋 幆⶗ⵅӂ虇⶗朏ㄭ‚䮚〞⒥庋幆ҷ嬞␒ҷ⎕㤟╙╦䣍㜇

Amnet Asia emerges as a finalist in the Programmatic Agency of the Year category for its work with Citibank, FrieslandCampina, Microsoft, Rosewood Hotel and Standard Chartered Bank. Amnet describes itself as “the programmatic experts for the Dentsu Aegis Network”. The agency specialises in programmatic, planning, analysis and activation of audience data. In Asia, the agency was set up by Anna Chan in Hong Kong. As of 2017, Chan now heads up eight offices across the APAC region, with a total of

76 employees. Key clients include Citibank, FrieslandCampina, Microsoft, Rosewood Hotel, and Standard Chartered Bank, with impressive tenures and retention rates. In 2016, Amnet launched Spectrum – a plugand-play premium PMP offering for Singapore and Southeast Asia where thematically relevant sites and audience segments are offered together; and initiated the first programmatic trading deal with LinkedIn, providing clients with access to exclusive audience segments across Asia Pacific through premium LinkedIn inventory with high viewability.

㙩䅏㻊䳘㫼⑨Ҹ⢷‭㻁虇封⋻▇䠓欨㾾愵‚埤䛀Anna Chan㎟䱚Ҹ ㎹厂2017〃虇Amnet䡽⏜⢷‭⪹Ⓩ⌀宼㢘⋺↚愵 ‚埤虇⌀㢘 76 ▜♰⽴Ҹ⌅Ὴ嬐ⴱ㏅⒔㑻呀㝦搏姛ҷ喁 ⁤垼ҷㄽ恮ҷ䗿瀦拡〦╙㾲㏢搏姛虇封⋻▇厖憨‪♐䏛 ▗⃫⪩〃虇᾵Ⅼ㒐䢇䜅汧䠓㫼⑨Ⅼ䛨䔖Ҹ

Amnet 㝋2016 〃㔷⎉Spectrum虇㞾ᾏ↚⶗䉉㜿 ␯⣰╙㤀ⓦ‭⾑⧃军宼䠓⊹幹│㟑䭐㢘″㞢⾑⧃䚱 ♐虇╾⁴▛㟑㕟K厖Ὴ槛䢇杫䠓佁䱨╙╦䣍儳汣虇᾵ 厖LinkedIn懣㎟欥↚䮚ゞ⒥″㞢ⓣ峿虇憩懝LinkedIn 䠓汧劌嬚〵 〺⳧虇崢 ⴱ㏅䓷ⵅ㔴 宇‭ ⪹Ⓩ䠓╦䣍 儳汣Ҹ

Headed by: Anna Chan, regional managing director | Owned by: Dentsu Aegis Network

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

111


PUBLIC RELATIONS AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

WEBER SHANDWICK ⢷憨⧃厖⫶儝⋻杫㝦炢䢇䜅䠓朆㢮㵣㒋ᾼ虇喻ⓩⴲ⇘ ㎟␮␪⩢⫶儝⋻杫虇⫹ㄦ⋻杫仓⎴䠓捠䓝虇㞾憨‣〃 ℕ䲻ᾘ㲰㗧ᾚ㧑⌯Ҹ 喻ⓩⴲ⇘⢷懝╊憲倛ᾒ〃ᾜ㝆⨭朆虇㎟䉉⢷欨㾾 㙐㢘㢏焟⪶屽寱幊㛅⋴╙♰⽴⁉㜇䠓⢚株⋻杫⋻▇虇

In this long-standing head-to-head race with competitor Ogilvy Public Relations, Weber Shandwick has beaten Ogilvy to win gold in the PR category, the third time in the past five years. Weber Shandwick highlighted that while it has grown for seven consecutive years to be the biggest international PR agency in Hong Kong in terms of consulting fees and staff, its client portfolio remains selective and focuses on longer term partnerships. It emphasised that the foundation of its commercial success has been its evolving business model, stability and cross-industry expertise, as the first PR agency in Hong Kong to have dedicated practices covering six sectors:

consumer marketing, corporate, financial services, healthcare, information technology and public affairs (launched in 2016). Weber Shandwick also said it was going beyond traditional PR work with full digital capabilities, all integrated with its industry practices under the same roof. Non-traditional PR services, including digital and marketing work, represented more than 33% of all consulting fees and was a key growth driver in 2016. It snagged new clients such as Facebook, Vanguard, Nasdaq, TransUnion, Wynn Palace, Fuji Xerox and more last year. With 92 staff members in 2016, the agency was proud of its staff retention rate of 88% and average staff tenure of 4.5 years.

军ᾣ⶜ⴱ㏅䠓戇㙖䢇䜅峈㋝虇⶗㹷㝋朆㢮▗⃫⪴⃃杫 ⅑Ҹ 封⋻▇テ屎虇⌅⛕㫼㎟␮⦉䪝䀟卹⌅ᾜ㝆䠋ⷤ䠓 ⛕㫼㮰ゞҷ䯸⴩ㆶ╙彷姛㫼⶗㫼䥴峧虇⃫䉉欨㾾欥ⵅ ⶗朏ㄭ‚㼗幊冔⾑⧃㔷ひҷₐ㫼ҷ捠夜㢜⑨ҷ挺䟑Ⅼ ⇴ҷ幖宙䭠㐏╙⋻⌀‚⑨虃2016 〃㎟䱚虄䳘⋼↚姛㫼 䵓䜖䠓⋻杫⋻▇Ҹ 喻ⓩⴲ⇘‵姷䫉虇⋻▇⾁䠋ⷤ㎟弔弙≂伀⋻杫⽴ ⃫ҷ⌆∨⋷棱㜇䩋⵵␪ҷ桕㏏㢘㜇䩋⪶㎟㝋ᾏ怺Ҹℕ 卹棭≂伀⋻杫㢜⑨虃⒔㑻㜇䩋╙⾑⧃㔷ひ⽴⃫虄䠓屽 寱幊㛅⋴⃣㏏㢘屽寱幊㛅⋴䠓33%⁴ᾙ虇㞾2016 〃䠓 Ὴ嬐⨭朆⑤␪Ҹ ╊〃虇封⋻▇庞ㄦ䠓㜿ⴱ㏅⒔㑻 Facebookҷ榧 厹ҷ亜㜾懣⋚ҷ䘿凾ҷ䅂朏㷇⎸䠖ⴽҷⵛ⩺㝌㮑䳘Ҹ 封⋻▇⢷2016 〃㙐㢘92▜♰⽴虇᾵姷䫉⌅♰⽴Ⅼ 䛨䔖䉉88%虇♰⽴。⣖〃幖䉉4.5〃Ҹ

Headed by: Albert Shu, managing director | Owned by: Interpublic 112


PUBLIC RELATIONS AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

OGILVY PUBLIC RELATIONS ㄭ╊〃䠓捠䓝⃜僽䁠嗌虇⫶儝⋻杫⁙〃⡭嗌ᾏ亩虇崢 ⃜仵⶜㏚喻ⓩⴲ⇘欨㾾Ҹ

2016 〃⶜欨㾾╙≂宙㫼ℕ尹㞾吀愪䠓ᾏ〃虇⃕ 封⋻▇⁜㎟␮撓ㄦ䡗⎸⨭朆虇᾵㜿⨭ᾏ‪㢻⢿╙⢚株 䥴▜ⴱ㏅虇⒔㑻㼆㺚⋻⢡ҷFjallraven╙ᾥ䛛卹䋅⦉捠

building thought leadership through key media and industry events. Standout campaigns in the past year included the Standard Chartered Hong Kong Marathon, which resulted in 74,000 race participants and 130,000 attendees in the premarathon public engagement events. To extend the marathon’s positive spirit to those who couldn’t join in person, Ogilvy PR broadcast the race live on Facebook, the first-ever social media streaming in the marathon’s history. On the staff front, the agency appointed Katryna Mojica as CEO of Ogilvy Hong Kong under a global restructure to bring all the agencies under one umbrella.

㢒Ҹ ⫶儝厃␪䠋ⷤ㎟䉉ᾏⵅ榧⋗⋻杫⋻▇虇憩懝䫭伢 䭠ⴇ㔷⑤≂宙姛㫼䠓䰐䧃虇⶜⾑⧃⿅ℕ捜⪶㄀榎Ҹ㌠ 坘憨ᾏ槧㟾虇封⋻▇ᾏ䢃憩懝Ὴ㻐Ⱑ汣╙㫼䛛㻊⑤Ⅼ 㒐姛㫼榧⋗⢿⃜Ҹ ⌅懝╊ᾏ〃䠓䰐⎉㔷ひ㻊⑤⒔㑻㾲㏢欨㾾欻㑘 㤍Ҹ㻊⑤◇イ― 74,000 ▜╒庌戇㏚╒␯虇军庌⏜⋻ 䣍╒厖㻊⑤‵◇イ―24喻▜╒␯冔Ҹ䉉―ⶖ欻㑘㤍䠓 䯜㬄乍䫭㔷ひ厂䊰㹤嬹怺╒厖䠓⁉⩺虇⫶儝⋻杫⢷

Facebook䢃㘼憨⧃㵣庌虇㞾欻㑘㤍▁ᾙ欥㲰䠓䫍″ Ⱑ汣䢃㘼Ҹ ⢷♰⽴㝈棱虇封⋻▇₊☌Katryna Mojica䉉⫶儝 欨㾾姛㛎俌婐虇᾵懁姛⋷䖒㫼⑨捜仓虇ⶖ㏏㢘⁲䖕⋻ ▇▗℄Ҹ

Headed by: Clara Shek, managing director | Owned by: WPP 113

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Down from gold last year, Ogilvy Public Relations steps back a spot this year to give way to rival Weber Shandwick Hong Kong. 2016 was a tough year for Hong Kong and the communications industry, but the agency managed to grow its profit, and add some of the city’s and world’s biggest names to the roster. The new accounts included Ocean Park, Fjällräven and WFF. The agency is looking to evolve from a public relations firm to a leading-edge public relations firm, driving breakthroughs in the communications industry through neuroscience and earned influence. With this vision, the agency has been


PUBLIC RELATIONS AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

Local Hero

JOYOUS COMMUNICATIONS

⁙〃⫹ㄦ⋻杫仓⎴䠓搔䓝⌋㢻⢮咀桓䓝ㄦῊ虇㞾㜿㟘 ⁲䖕⋻▇㠉㈔⋻杫䳥␒㢘柟⋻▇Ҹ ㎟䱚㝋2009 〃虇㠉㈔⋻杫䳥␒㢘柟⋻▇㞾ᾏⵅ 䓷䱚⋻杫╙⾑⧃㔷ひ屽寱⋻▇虇㙐㢘29▜♰⽴虇㝷⢷ 厖ⴱ㏅汧㛗▗⃫虇䉉ⴱ㏅ら䱚㫼⑨╙♐䏛Ҹ

Snatching both the bronze and the Local Hero titles in the Public Relations agency of the year category is newcomer Joyous Communications. Established in 2009, Joyous Communications is a PR and marketing boutique consultancy with 18 staff that aims to work efficiently with clients to build up their businesses and branding. The agency builds its values upon the company vision, “Joy in Life”. On this basis, it aims to provide a joyful working environment with clients, business partners, staff and campaign participants. Staff are encouraged to participate in charitable activities and take up NGO accounts to care for those in need.

The agency achieved a retention rate of 100% in 2016, a year which many agencies would recognise as a difficult one. It also earned seven new clients and the agency’s key clients now include Citibank, SmarTone, Sky 100 Observation Deck, Nan Fung Development, Sun Hung Kai Properties, Häagen-Dazs and Maxim’s Caterers. One landmark campaign in the past year included The Law Society of Hong Kong’s Teen Talk an education event designated for local high school students. The agency organised the event in every detail, from recruitment, digital marketing to programme design and much more. The depth and attention to detail has resulted in two years of successful events.

封⋻▇䠓⊈⇋孏ら⦉㝋⌅⋻▇槧㟾Joy in Life虇 ⢷㳳⦉䪝ᾙ厃␪䉉ⴱ㏅ҷ⛕㫼⪴⃃ҷ♰⽴╙㔷ひ㻊⑤ ╒厖冔㕟K㊘ㅺ䠓⽴⃫䘿⨒Ҹ封⋻▇炢⒄♰⽴╒厖㋗ ✓㻊⑤虇᾵䉉棭㛎〫仓俣㕟K㢜⑨虇⁴⿺␸㢘梏嬐䠓 ⁉Ҹ 寀⪩⁲䖕⋻▇抌嬥 2016 〃䉉吀愪䠓ᾏ〃虇⃕ Joyous ┊╥ㄦ汧懣 10 0 虀䠓㫼⑨Ⅼ䛨䔖Ҹ封⋻▇ ⌀ 庞ㄦᾒ↚ⴱ㏅虇⌅䡽⏜䠓Ὴ 嬐 ⴱ㏅⒔㑻呀 㝦 搏 姛ҷSmarToneҷ⪸株100 欨㾾孏㟾╿ҷⓦ巟桕⢧ҷ 㜿滊⦉⢿䚱ҷHaagen-Dazs ╙儝ㅒ橮♐Ҹ ⌅╊〃䠓ᾏ榔⁲姷㻊⑤⒔㑻欨㾾ㄚ⾺㢒䠓Teen Talk虃棡Teen 岪⧃虄虇㞾ᾏ↚䉉㢻⢿汧ᾼ䚮军厘愵䠓 㛨剁㻊⑤Ҹ封⋻▇帯帻㻊⑤䠓▓榔亿䵏虇⒔㑻㑪凧ҷ㜇 䩋㔷ひҷ䵏䡽佷㔡䳘䳘Ҹ封⋻▇⶜亿䵏䠓⶗㹷虇ℎ封㻊 ⑤憲倛⋸〃⪶䔁㎟␮Ҹ

Headed by: Judy Wong, managing director | Owned by: Independent 114


PUBLIC RELATIONS AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

FLEISHMANHILLARD HONG KONG ⋻杫⋻▇FleishmanHillard欨㾾╊〃伢㴆―╵ᾏ↚テ ⑐䠓ᾏ〃Ҹ 憨ⵅ⋻杫仓⎴‣テῚᾏ䠓⁲䖕⋻▇庞ㄦ―⪶㐈㜿 ⴱ㏅虇⌅ᾼ⒔㑻梁榑欨㾾ҷBoseҷAlcatelҷ欨㾾㐤幖 㔷ひ儁ҷ殿宙╙⶞丂䳘虇᾵Ⅼ㒐㢏⃝䠓㻐⫀䔖Ҹ⌅朆

It has been another strong year for PR agency FleishmanHillard Hong Kong. The finalist in the public relations category won a slew of new clients, including Genting, Bose, Alcatel, InvestHK, Tencent and Xiaomi to name just a few, while keeping losses at a minimum. Some of its longer term clients are Emerson, AT&T, Huawei, Burberry, Manulife Financial, Marriott International and Alibaba – many of which have been with the agency for a number of years. 2016 marked the eighth consecutive year of revenue growth for the agency, 20 industry award

wins, and a big gain in the team – the agency now has a headcount of 73, with 18 promotions just in the past year, and a turnover rate well below the industry average. In terms of campaigns, special mention should be made to Genting’s Voyage of a Lover’s Dream campaign to promote the new luxury cruise line “Dream Cruises” and the launch of the ship “Genting Dream”. By turning traditional cruise promotions on their head and focusing on a dream story featuring artwork, mermaids and astronauts, rather than hardware and facilities, the agency successfully ensured a fully booked inaugural cruise.

㢮ⴱ㏅⒔㑻名灧䚮ҷAT&Tҷ啾䉉ҷBurberryҷⴞ⎸捠 夜ҷ喻巹⢚株╙柎捛⾃⾃虇⌅ᾼ寀⪩ⴱ㏅伢⾁厖封⋻ ▇▗⃫⪩〃Ҹ 封⋻▇㝋2016 〃撓ㄦ憲倛䲻⋺〃䠓㛅⋴⨭朆虇▛ 㟑庞ㄦ20 ↚姛㫼䓝榔虇⢧栙⁉㜇‵⪶⨭Ҹ封⋻▇䡽⏜ 䠓♰⽴⁉㜇䉉73⁉虇✽宗╊〃⾁⃫⎉18 榔⁉‚㟘ⓖ虇 军㻐⫀䔖‵懯⃝㝋姛㫼。⣖㷃。Ҹ ⢷㔷ひ㻊⑤㝈棱虇㍘䐈⎴㕟╙䠓㞾梁榑欨㾾䠓 Ӂ⶚㊪虉⛮厹⪱Ὶ㝔ӂ㻊⑤虇⁴㔷ひ⌅⋷㜿巹啾抄悹 梁榑⪱埮Ҹ封⋻▇ᾏ㛈⁴ㄏ⁚仈抄悹䧻₅╙宼㝌䠓≂ 伀⽰厹ⴲ≂虇⶗㹷㝋憩懝坬姢♐ҷ儝⁉泩╙⪹䰉♰ℕ 寃尹ᾏ㵄⪱《䠓㛔‚虇㎟␮⁳㜿抄悹欥厹䠓榟宑䔖䎕 䂎Ҹ

Headed by: Geoff Bilbrough, general manager | Owned by: Omnicom Group

Finalist

PLUG PR ㎟䱚㝋 2008 〃虇Plug PR 㞾ᾏⵅ䓷䱚䠓欨㾾⋻杫 ⋻▇虇⶗朏㔷ひ岪䰅䚮㻊♐☂䠓♐䏛Ҹ

2016 〃虇Plug ⶖ慠 80虀䠓㜿㫼⑨㞾憩懝惘⁚ 䔁ㄦ虇封⋻杫⋻▇姷䫉虇䖍㢘ⴱ㏅䠓㔷圵㞾⌅㜿㫼 ⑨䠓㢏Ὴ嬐ℕ䀟Ҹ⌅Ὴ嬐ⴱ㏅⒔㑻 TREEҷTUMI╙

mobile marketplace. A red kombi van housed a number of Carousell’s featured sellers and a range of popular items from the marketplace. Staff often train together, eat together and have each other’s backs when it comes to working long hours to meet client needs. Along with formal training programmes and mentorship programmes, staff are encouraged to share an honest view of the working week to celebrate achievements, deal with issues and learn from problems.

NespressoҸ ╊〃 11㢗虇Plug 厖″㞢㍘䚷䮚ゞ Carousell ▗ ⃫虇厘姛䉉㢮ᾘ⪸䠓 Carousell 㻐⑤⾑⧃ℕ㌅䫬⌅ ⢷ 㾾㳲ゞᾙ⾑Ҹᾏ悪五吁䠓 Kombi ⴱ帷恙 婬悘― Carousell䠓ᾏ‪䐈吁干ⵅ虇⁴╙ᾏ亊⎦╦㳰慝䠓⛕ ♐Ҹ ♰⽴伢⿇ᾏ▛㔴╦⦈客ҷ▒✬虇╗⢷␯䕼⽴⃫㟑 ‡䢇㚾㒐Ҹ 柳㳲嬞⦈客╙㒖⶝屁䮚⪥虇封⋻▇‵炢⒄♰⽴⣵ 尯⎕›⶜⽴⃫䠓㊞嬚虇⁴姷㕩♰⽴㎟ⷀҷ孲㸉⛞槛╙ ㄭ撾尳ᾼⴇ兡Ҹ

Headed by: Lara Jefferies, managing director | Owned by: Independent 115

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Founded in 2008, Plug PR is an independent Hong Kong-based public relations agency that specialises in promoting consumer lifestyle brands. In 2016, almost 80% of Plug’s new business was won by referral, and the PR firm said existing client recommendations were the most dominant source of its new business. It counts TREE, TUMI and Nespresso as its key clients. Last November, Plug teamed up with trading app Carousell to celebrate its official launch in Hong Kong by curating the three-day Carousell


SEARCH AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

Local Hero

NEW IMEDIA

㜿‡⑤Ⱑ汣㢘柟⋻▇伢㴆㫼⑨テ⑐⨭朆╙ⴱ㏅巟㛅 䠓ᾏ〃虇⁙〃ᾏ怜㎟䉉㖫亱䍮摆仓⎴䠓捠䓝╙㢻⢮咀 桓䓝ㄦῊҸ ㎟䱚㝋2007〃10㢗虇封⋻▇ᾏ䢃厃␪㝋厖䠍⪩↚

New iMedia Solutions (New iMedia) has stepped up to the plate this year, snatching gold and the Local Hero in the search category after a bumper year of business growth and account wins. Established in October 2007, the agency has allied with over 100 local and international search engines and websites to form a digital media alliance. It offers one-stop digital marketing solutions, including search marketing, display and video advertising, social media solutions and multimedia design and production. The agency has also set up a consultancy team and a digital media solutions centre in Hong Kong and Mainland China respectively to help

customers keep track of their promotion campaign performances, and to provide all-round digital marketing effectiveness monitoring. One of its most significant projects was the “B.M.W. Concessionaires”- which aimed to boost awareness from MINI Cooper fans, fashionistas, travel buffs and vehicle enthusiasts. The agency diversified the title and description to boost clicks, and added call extension features to gain conversions. Key hires and promotions in 2016 included. Markie Chan as director of IT; Ada Wong, Sylvia Siu and Eric Tseung as associate directors of operations and accounting servicing; and Marcus Wu as associate finance director.

㢻⢿╙⢚株㖫亱イ㙝╙佁䱨懣㎟㜇䩋Ⱑ汣凾䡮Ҹⴒ㕟 Kᾏ䱨ゞ㜇䩋䍮摆孲㸉㝈㧗虇⒔㑻㖫亱䍮摆ҷ槾䫉╙ ㄀䏖ひ◙ҷ䫍″Ⱑ汣孲㸉㝈㧗╙⪩Ⱑ汣宼宗厖媌⃫Ҹ 封⋻▇㢃⎕⎴⢷欨㾾╙ᾼ⢚⋶⢿㎟䱚屽寱⢧栙╙ 㜇䩋Ⱑ汣孲㸉㝈㧗ᾼㅒ虇⿺␸ⴱ㏅憌忳ⴲ≂㻊⑤䠓姷 䖍虇᾵㕟K⋷棱䠓㜇䩋䍮摆㛗㤫䡲㾻㢜⑨Ҹ ⌅ᾼᾏ↚Ὴ嬐榔䡽㞾B.M.W. ConcessionairesҸ 封㻊⑤㝷⢷㕟汧MINI Cooper 丘企ҷ㟑ⶩ懣⁉ҷ㝔懙 憆╙㸌恙㊪⬌冔⶜♐䏛䠓尜峧Ҹ封⋻▇懚䚷⪩⋒⒥䠓 㮨槛╙㕞慿虇⁴㕟汧灭㙙㲰㜇虇᾵㾊␯―ℕ梊槜⪥幖 宙␮劌⁴䎼╥㼗幊Ҹ ⌅ 2016 〃䠓捜嬐⨭凧╙㟘ⓖ⒔㑻Markie Chan 䉉幖宙 䭠 㐏 俌 䡲虖Ada WongҷSylvia Siu╙ Eric Tseung 䉉䍮懚厖⵸宗㢜⑨⏾俌䡲虖⁴╙Marcus Wu 䉉⏾帰⑨俌䡲Ҹ

Headed by: Sandy Ho , CEO | Owned by: Independent 116


Over

Years

of Experience

Launched Over 3.03

Avg.Position this month

4.8%

CTR this month

48%

Loss of Impression this month

Campaigns SPENDING

Enquiry Hotline: 2131 0888 enquiry@newimedia.com www.newimedia.com

Yahoo! HK Yahoo Big Idea Chair Awards 2016

Google Best Hong Kong SMB Channel Partner 2016

Marketing Magazine MARKies Awards 2016

HKMA, SME Club Distinguished Salesperson Award 2008 -2016


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

SEARCH AGENCY OF THE YEAR

Silver

IPROSPECT HONG KONG iProspect欨㾾憲倛䲻‛〃⢷㖫亱䍮摆仓⎴㔡▜䲻‛Ҹ iProspect㝋2016〃䠓䠋ⷤ棭⿇㎟␮虇᾵庞ㄦ䢇䜅 ⪩䠓㫼⑨Ҹ 柳ⓙ⺅拡〦ҷSonyҷ㳟喙桔ҷ呀㝦搏姛ҷ喻‚懣

iProspect Hong Kong has secured second spot in the Search Agency of the Year category for the second consecutive year. 2016 was an incredibly successful year for iProspect, which saw the agency win a significant number of pitches. On top of its existing client such as The Peninsula, Sony, L’Oréal, Citi, MasterCard and Fedex, the agency brought in new clients, including Amba, PayPal, Prudential, Shiseido Ginza Tokyo Beauty, CSL, Dream Cruises, Lenovo, Fidelity, Cognita Teaching Excellence and Thakoon, across multiple industries. The agency has set itself to be more consumer-driven and data-led this year, with

Dashboard iAnalyse introduced to enable the agency to visualise and analyse data in real-time. On the campaign front, the agency helped Manulife to achieve outstanding results for the “ManulifeMOVE” campaign, driving a 69% growth in paid search traffic, 95% growth in conversions and 77% growth in conversion rates. Another of its most significant works was the “Asia Miles MasterCard Launch” campaign for Standard Chartered. The team also made several new hires and promotions, with Derek Lau as associate digital performance director, Saron Leung as associate digital performance director and Claire Huang as strategy lead.

⓰╙凾戵ㅺ懭䳘䖍㢘ⴱ㏅⪥虇封⋻▇‵庞ㄦ⪩↚姛 㫼䠓㜿ⴱ㏅虇⒔㑻 AmbaҷPayPalҷ咀⢚Ⅼ尯ҷ幖䚮 ⦑搏〶㤀※ҷCSLҷ㞮⪱抄悹ҷ凾㊂ҷⵛ懣ҷCognita

Teaching Excellence╙ThakoonҸ 封⋻▇㝋╊〃ⶖ卹⾀⴩⃜䉉㢃␯⁴㼗幊冔╙㜇㙩 Ὴ⶝虇᾵㔷⎉Dashboard iAnalyse虇ℎ⌅劌⪯│㟑╾ 嬥⒥╙⎕㤟㜇㙩Ҹ ⢷ 㔷 ひ 㻊 ⑤ 㝈 棱虇封 ⋻ ▇ ⿺ ␸ ⴞ ⎸ 䠓

ManulifeMOVE宗␒╥ㄦ‽䣋䠓㎟俍虇⌅ᾼ⁧幊㖫亱 㻐捞⨭朆―69虀虇惘⒥㲰㜇⨭朆―95虀虇惘⒥䔖ᾙⓖ ―77虀Ҹ╵ᾏ榔捜嬐㫼⑨㞾㾲㏢‭㻁喻捛憩喻‚懣⓰ 䠋⾒㻊⑤Ҹ 封⢧栙‵⨭凧⪩⃜㜿♰⽴╙⃫⎉⁉‚㟘ⓖ虇⒔㑻

Derek Lau䉉⏾㜇䩋俍㛗俌䡲ҷSaron Leung䉉⏾㜇䩋 俍㛗俌䡲虇⁴╙Claire Huang䉉䳥䛴Ὴ䴰Ҹ

Headed by: Lawrence Yang, managing director | Owned by: Dentsu Aegis Network 118


SEARCH AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

ㄭ╊〃䠓捠䓝⌋㢻⢮咀桓䓝ⶅ〶䁠嗌⋸亩虇‭⪹佁仰

ASIAPAC NET MEDIA

幖宙㢘柟⋻▇⫹ㄦ⁙〃㖫亱䍮摆仓⎴䠓搔䓝Ҹ ㎟䱚㝋1996〃虇欨㾾㢻⢮⋻▇‭⪹佁仰幖宙㢘 柟⋻▇䠓Ὴ嬐ⴱ㏅⒔㑻㷃厭朢ҷEtude HouseҷMarks & Spencerҷ⢚㹿厹䰉ҷRimowa╙Forever 21䳘虇᾵㝋

2016㜿⨭―ᾘ⎕Ὶᾏ䠓㜿ⴱ㏅Ҹ an omni-channel solution mix for Canton Fair to target over 82 countries, with the aim of boosting brand exposure in new markets, breaking through the bottleneck of online pre-registration, improving show up rates and lowering CPA. It achieved a 148% KPI fulfilment in the number of registrations. With tremendous YOY growth, AsiaPac Net Media had low staff turnover, with a high satisfaction rate, partly because of an extensive staff referral system. This year has seen eight key hires and two promotions in the agency, with Luie Fung as business development director and Ricky Wong as senior business consultant.

⶗朏ㄭ‚‭㻁⢿Ⓩ䠓㖫亱䍮摆㫼⑨虇䵓⢜⒔㑻䠍 〵ҷNaverҷ桔埝ҷYandex䳘。╿虇䜅䋅戓㢘Google╙

Bing虇䉉⌅ⴱ㏅╥ㄦ巟䨸䠓㎟㤫虇᾵⪶⪶柜⃝―CPAҸ ⌅弔懝90虀䠓♰⽴㙐㢘㖫亱䍮摆⶗㫼峘㢇Ҹ ⌅Ὴ嬐⽴⃫Ὶᾏ虇㞾䉉ひ″㢒〵怺宑憯―ᾏ⫦⋷ 㝈⃜孲㸉㝈㧗仓▗虇䡽㮨㞾⋷䖒82↚⢚ⵅ虇㝷⢷㕟ⓖ ♐䏛⢷㜿⾑⧃䠓㡬⋘䔖ҷ䰐䧃佁ᾙ榟⋗寊⌙䠓㯌槇ҷ 㕟ⓖ䲅䎼␪ҷ⁴╙柜⃝ CPAҸ⢷寊⌙㜇捞㝈棱虇懣㎟ 148虀䠓杫攄俍㛗㒖㮨Ҹ ‭⪹佁仰幖宙㢘柟⋻▇䠓㒘〃㫼俍⪶⿔⨭朆虇▛ 㟑Ⅼ㒐悒⃝䠓♰⽴㻐⫀䔖虇♰⽴䂎㊞〵汧虇扷⎕┮⡯ 㢘広⌅ひ㹪䠓♰⽴惘⁚⏅〵Ҹ 封⋻▇╊〃⌀⨭凧⋺▜捜嬐♰⽴╙⃫⎉⋸榔⁉ ‚㟘ⓖ虇⒔㑻Louie Fung䉉㫼⑨䠋ⷤ俌䡲虇⁴╙Ricky Wong䉉汧亩⛕⑨槶⛞Ҹ

Headed by: Daniel Chan, CEO | Owned by: Independent 119

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Down from gold and the Local Hero title last year, AsiaPac Net Media grabbed third spot for the Search Agency of the Year category. Founded in 1996, Hong Kong’s very own AsiaPac Net Media’s key clients include The House of Dancing Water, Etude House, Marks & Spencer, Cathay Pacific, Rimowa and Forever 21, to name but a few. Client wins in 2016 grew by a third. Specialising in search marketing across Asia, including for platforms such as Baidu, Naver, Yahoo, Yandex, Google and Bing, it has generated impressive results for its clients, and greatly reduced CPA. More than 90% of its staff hold professional search marketing certificates. In one of the agency’s key projects, it tailor-made


SEARCH AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

INNOVATIVE DIGITAL MEDIA ⊧䴰⢷懝╊ᾏ〃䠋ⷤ㎟␮虇Innovative Digital Media 虃IDM虄≔⋴⢜㢏ㄛ‣テҸ 封㜇䩋䍮摆䳥䛴⋻▇㎟䱚㝋2011〃虇IDM憩懝▓ 䮽㜇䩋㾯懢虇⶗㹷㝋㕟K佁ᾙ䍮摆䳥䛴╙♐䏛䠋ⷤ 㢜⑨Ҹ 封⋻▇⢷懝╊⡪〃⨭朆テ⑐虇㒘〃⨭朆懣61&虇

Innovative Digital Media (IDM) slips into a finalist position, despite what was otherwise a successful past 12 months. A digital marketing strategy company founded in 2011, IDM specialises in online marketing strategies and brand development through a variety of digital channels. The agency has shown a strong growth of 50% year-on-year for the past four years with six key wins in 2016 – BCT MPF, Zurich Insurance, Promise Finance, Dermes from Neo Derm Group,

Prada Hong Kong and One Financial Market. In line with the new business growth, it appointed two new team members this year taking the staff to 16, with Wing Chan joining as business development director and Hinam Sham as the operation and product director. On the campaign front, the company worked with Neo Derm Beauty to optimise key words for a series of beauty brands under the brand. The agency achieved 7,200 conversions, 50 million impressions and 240,000 clicks.

᾵㝋2016〃庞ㄦ⋼↚Ὴ嬐ⴱ㏅虇⒔㑻搏凾テ䯜捠ҷ垖 灝ᾥⅬ根ҷ戵㶠㝴㢻帰⑨ҷNeo Derm Group㝦ᾚ䠓 DermesҷPrada欨㾾╙㳟䬞⾑⧃‭㻁Ҹ 样嗦㜿㫼⑨⨭朆虇封⋻▇╊〃㜿⨭⋸▜⢧栙㎟ ♰虇♰⽴⁉㜇懣厂16⁉虇⌅ᾼWing

Chan␯⋴㎟䉉㫼

⑨䠋ⷤ俌䡲虇军Hinam Sham␯⋴㎟䉉䍮懚╙䚱♐俌 䡲Ҹ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇厖Neo Derm Beauty▗ ⃫虇䉉♐䏛㝦ᾚ䠓ᾏ亊⎦儝ⵈ♐䏛⊹⒥杫攄寭Ҹ封⋻ ▇㎟␮╥ㄦ7,200㲰惘㕪㲰㜇ҷ5,000喻㲰㡬⋘ҷ⁴╙

24喻㲰灭㙙Ҹ

Headed by: Jackie Lung, founder and business director | Owned by: Independent

Finalist

SEARCHGURU ⋴戇㖫亱䍮摆ҷ㢏ℂ㜿⋴戇⁲䖕⋻▇╙䓷䱚ひ◙␄㊞ ⁲䖕⋻▇仓⎴䠓‣テ虇SearchGuru㝋2015 〃11㢗⢷ 欨㾾㎟䱚虇㞾㢻⢿⾑⧃╙姛㫼䠓㜿㎟♰Ҹ

A finalist for Search Agency of the Year, Best Newcomer and Boutique Agency of the Year, SearchGuru, established in November 2015 in Hong Kong, is a newcomer to the local market and industry. Its key product offering includes search engine marketing, search engine optimisation, display marketing, re-marketing, paid social, content, creative and web development. SearchGuru Hong Kong may be smaller than the media agencies or agencies that belong to big networks, but the company says it’s certainly not small in ambition.

The performance in 2016 saw the agency pick up more than 20 new clients, including Ovolo, Abbott, MaBelle, Taikoo Place, Xiaomi and Cigna Insurance. The company has off ices in Hong Kong, Malaysia and Singapore with a staff size of 40 people. Over the past 12 months, it has seen a couple of key hires. One of the key appointments in 2016 was Gary Cheung as general manager and another key addition to the team was Elton Tsang as account manager.

⌅Ὴ嬐䚱♐㢜⑨⒔㑻處㖫亱イ㙝䍮摆ҷ㖫亱イ㙝 ⊹⒥ҷ槾䫉ひ◙䍮摆ҷ⌜䍮摆ҷ⁧幊䫍″ひ◙ҷ⋶ⵈҷ ␄㊞╙佁榐朚䠋Ҹ

SearchGuru Hong Kong╾劌㵣⪶⤚ひ◙佁仰 㝦ᾚ䠓Ⱑ汣⁲䖕㎥ひ◙⁲䖕⋻▇䠓嬞㮰戓嬐⶞虇⃕封 ⋻▇姷䫉⌅ㅦ■┊ᾜ懠⪩崢Ҹ 封⋻▇㝋2016 〃庞ㄦ―弔懝31↚㜿ⴱ㏅虇⒔㑻 Ovoloҷ桔⦈ҷMaBelleҷ⪹╳⣙ҷ⶞丂╙ⅰ岍Ⅼ根Ҹ 封⋻▇⢷欨㾾ҷ欻ℕ嬎‭ҷ㜿␯⣰⣖宼㢘愵‚埤虇 ♰⽴⁉㜇懣40⁉Ҹ ⢷懝╊ᾏ〃虇封⋻▇⨭凧⪩▜Ὴ嬐♰⽴Ҹ!2016 〃 䠓捜嬐₊☌Ὶᾏ虇㞾Gary Cheung⎉₊俌伢䖕虇军╵ ᾏ捜嬐⢧栙㎟♰₊☌㞾Elton Tsang⎉₊ⴱ㏅伢䖕Ҹ

Headed by: Gary Cheung, general manager | Owned by: Independent 120


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

CONTENT MARKETING AGENCY OF THE YEAR

Gold

OGILVY & MATHER HONG KONG ⫶儝欨㾾㌠坘䉉╚戵Ⅼ根ҷ啾䉉ҷNike╙刾ㅆ⦉䳘ⴱ ㏅㏢憯䠓伫▗⋶ⵈ䍮摆㻊⑤虇㎟␮⫹ㄦ⋶ⵈ䍮摆仓 ⎴䠓捠䓝Ҹ 封⋻▇╊〃⋷棱捜仓㫼⑨虇仓㎟䢮㳲㜃▗䠓䳥 䛴✽⃜虇仟▗俍㛗䍮摆⶗ⵅҷ䫍″Ⱑ汣䳥䛴⾺ҷ♐䏛

media with a new point of view and an action plan for its clients. The results of its move were reflected by the major wins of Asia Miles, The North Face, Wing Tai Asia, Ceylon Tea and Lesso. Other key clients are Rolex, Ford, Yum!, Blackrock, Nike, Huawei, The Langham Hotels and Resorts, Nestlé and Eu Yan Sang. In one of its projects for KFC, the agency made edible “Finger Lickin’ Good” nail polish that tasted like the famous chicken. The project generated an advertising value of more than HK$5 million, with hundreds of press Headed by: Katryna Mojica, CEO | Owned by: WPP 121

嬞␒⁉♰ҷ㜇䩋槶⛞╙⋻杫⶗ⵅ䠓㠉㋶Ҹ ⫶儝╗㝋2016 〃₊☌Katryna Mojica䉉⫶儝欨 㾾姛㛎俌婐Ҹ⢷㜿䴰䖕ⷳ⿅榧ᾚ虇封⋻▇懁ᾏ㳴␯テ 䫍″Ⱑ汣㫼⑨虇䉉ⴱ㏅㕟K㜿䠓孏灭╙宗␒Ҹ 㳳 厘 䉉 ⫶ 儝 庞 ㄦ ⪩ ↚ ⴱ ㏅虇⒔ 㑻 ‭ 㻁 喻 捛 憩ҷThe North Faceҷ㷇㹿‭㻁ҷ撺垼五哅╙MfttpҸ 封⋻▇䠓⌅⁥Ὴ嬐ⴱ㏅⒔㑻⑭␪⩺ҷ䬞䐈ҷ䠍⑬桕 ⢧ҷ灠 䦂桕⢧ҷNikeҷ啾䉉ҷ㢦ゆ 拡〦ҷ桏 ⽱ ╙⃨ ⁐䚮Ҹ ⢷刾ㅆ⦉䠓⌅ᾼᾏ↚榔䡽ᾼ虇封⋻▇媌⃫䠖䏛䉇 桭☂懢䠓Finger Lickin’ Good㒖䛁㹈虇⿅ℕ䠓ひ◙⊈ ⇋弔懝500喻㾾⋒虇᾵◇イ㢻⢿╙⋷䖒㜇⁴䠍宗䠓㜿 凭Ⱑ汣⧀⶝封㻊⑤Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Ogilvy & Mather Hong Kong won gold in the Content Marketing Agency of the Year category, in no small part due to its integrated content campaigns for clients such as AIA, Huawei, Nike and KFC. The agency totally reorganised its business last year to form a truly integrated strategy unit, combining the brainpower of performance marketing experts, social media strategists, brand planners, digital consultants and PR experts. In 2016, O&M also named Katryna Mojica chief executive officer for O&M Hong Kong. Under the new leadership, the company confronted social


CONTENT MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

BBDO HONG KONG

BBDO欨㾾憲倛⋸〃⫹ㄦ⋶ⵈ䍮摆仓⎴䠓搏䓝虇㎟俍 毤⁉Ҹ

BBDO欨㾾伢㴆テ⑐䠓ᾏ〃虇ⴱ㏅Ⅼ䛨䔖懣䠍₌ Ὶ䠍虇⎸䃳⨭朆汧懣 240虀虇㞾封⋻▇㎟䱚53〃ℕ䠓

Grabbing silver in the Content Marketing Agency of the Year category is no mean feat, and BBDO Hong Kong accomplished it for the second year running. BBDO Hong Kong had a big year – the agency was able to boast a 100% client retention rate, and achieved a whopping 240% profit margin increase – the biggest growth in the office’s 42-year history. Key clients include Fedex, Wrigley, Mars, Mercedes-Benz and Visa – and since last year, quadruple wins on Mattel and Vitasoy. Mattel called an APAC-wide pitch for the

brands Barbie, Hot Wheels, Mega Bloks and Turning Mecard, all of which BBDO won. Vitasoy’s entire tea portfolio also went to the agency, led by a team of talent from all over Greater China. Notable campaigns over the past year included the Snickers slip-ups, where celebrities “slip up” and make hilarious mistakes due to hunger; and the counter-intuitive “No sugar-coating” for Vita, where it challenged competitors’ claims and turned them on their respective heads.

㢏⪶⨭⿔Ҹ ⌅ Ὴ 嬐 ⴱ ㏅ ⒔ 㑻 Fedexҷ䴼 䏛ҷ䗹 㶞 橮 ♐ҷ Mercedes-Benz ╙ Visa虇᾵ 㝋 ╊ 〃 庞 ㄦ 儝 㹿 ╙ 似 ⁥ ⬅ 䠓 ⡪ ↜ 㜿 㫼 ⑨Ҹ儝 㹿 ⋻▇ 䉉 ⌅ 吼 㵣ҷHot WheelsҷMega Blocks╙Turning Mecard♐䏛懁姛 ⋷䖒㵣䯎㑪㮨虇㢏仑⋷䛀BBDO 䓷ㄦҸ封⋻▇‵庞ㄦ 似⁥⬅䠓㏏㢘哅♐㫼⑨虇᾵䛀ᾏ㚾ℕ卹⪶ᾼ啾⢿Ⓩ䠓 ⁉㏜帯帻Ҹ ⌅懝╊ᾏ〃䠓‽䣋㻊⑤⒔㑻 Snickers 䠓㑌㷃ひ ◙Ӂ利檢尭撓ӂ虇ひ◙䔸䡰㛎ⴱ坬⁉虇佷㎟⫀宏捠╴虖 军似⁥⬅䠓䊰乥哅ⴲ≂ᾏ╜≂伀虇㒠㎿䲅䎼⶜㏚䠓ひ ◙ⴲ宏Ҹ

Headed by: Tze Kiat Tan, CEO of Greater China | Owned by: Omnicom Group 122


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

CONTENT MARKETING AGENCY OF THE YEAR

Bronze

ACCENTURE INTERACTIVE, GREATER CHINA ㌠坘䉉崆厡ⶅ FlexFoam 㽁汣㣟㜨姪䚮⾍䎼╥⎿亓

100喻䆞孌㲰㜇䳘⋶ⵈ䍮摆㻊⑤虇⥒㩽⚁‡⑤㎟␮⫹ Towngas, adidas, Hong Kong Tourism Board, MTR, P&G and Philips. New clients won over the past year include Vans, Sony, Dyson, Chanel and Hennessy. Moreover, the agency puts itself forward as being “digital-first” with a strong focus on strategic consulting in digital services. In line with this philosophy, Accenture Interactive opened its new digital studio to provide both a place to work, and a place to showcase all the work it has been responsible for.

ㄦ⋶ⵈ䍮摆仓⎴䠓搔䓝Ҹ ⥒㩽⚁‡⑤ⷻ⥒㩽⚁㝦ᾚ䠓ᾏⵅ㜇䩋ひ◙⁲䖕 ⋻▇虇㝷⢷㏢憯⌆崙棸ㆶ䠓ⴱ㏅汣毦Ҹ憩懝憲㔴宼 宗ҷ⾑⧃㔷ひҷ⋶ⵈ╙⛕㫼㝈棱䠓䚱♐虇封⋻▇ᾏ䢃 䉉㢻⢿╙⢚株ₐ㫼㕟K㢜⑨虇⬑䋳㶲⋻▇ҷadidasҷ 欨㾾㝔懙䠋ⷤ⷏ҷ㾾旄ҷⶅ䃣╙橪⎸㻵䳘Ҹ ⥒㩽⚁‡⑤╊〃庞ㄦ䠓㜿ⴱ㏅⒔㑻VansҷSonyҷ DysonҷChanel╙HennessyҸ㳳⪥虇ⴒ⴩⃜䉉Ӂ㜇⳦ 䉉⋗ӂ䠓⁲䖕⋻▇虇⶗㹷㝋㕟K㜇䩋䳥䛴屽寱㢜⑨Ҹ 䭘㐎憨ᾏ䖕ㆄ虇⥒㩽⚁‡⑤朚宼㜿䠓㜇䩋⽴⃫ⴳ虇⁴ ⃫䉉ᾏ↚㝱╾⽴⃫虇╗╾ⷤ䫉⌅⃫♐䠓⢿㝈Ҹ

Headed by: Jason Chau, head of Accenture Interactive in Greater China | Owned by: Accenture 123

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

For its efforts in content campaigns such as Whisper’s “Flex foam” – which garnered some one million views – Accenture took home bronze in the Content Marketing Agency of the Year category. Accenture Interactive, a part of Accenture Digital, which, in turn, is part of Accenture, is a digital agency that envisions creating the next transformative customer experience. Through connected offerings in design, marketing, content and commerce, it has been serving both local and international giants such as


CONTENT MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

Local Hero

BEYOND DIGITAL SOLUTIONS

伢懝ᾏ〃䠓テ⑐䠋ⷤ虇㢻⢿⁲䖕⋻▇Beyond Digital Solutions ㌠坘⌅㢃テ⪶䠓⋶ⵈ虇㎟␮⫹ㄦ㢻仓⎴䠓 搔䓝Ҹ 懝 ╊ ᾏ 〃虇欨 㾾⢮ 䚮 ⢮ 朆 䠓 Beyond Digital Solutions♰⽴⁉㜇ㄭⓐ▜⨭␯厂20⪩▜虇᾵⢷ᾏ〃⋶

After a strong year for local agency Beyond Digital Solutions, it grabbed bronze for its even stronger content. Hong Kong-born and raised, Beyond Digital Solutions grew from 10 staff members to more than 20 over the past year, and also promoted half of its staff during the year as well. It won business from FWD, Kjeldsens, Broadway Hong Kong and Wall Street English. Through KOL engagement and by remaking a classic Kjeldsens TVC, the agency successfully

tickled our collective sense of nostalgia and the video went viral across the city. A second viral video followed soon after, leading to excellent ROI for the biscuit brand. For FWD, Beyond helped provide social outreach, KOL engagement and content generation for Formula E. To maximise exposure, the agency also worked with ViuTV hosts to produce a two-episode series in their existing 12-episode programme.

㙱ⓖ弔ⓙ䠓♰⽴Ҹ封⋻▇╊〃庞ㄦ䠓ⴱ㏅⒔㑻ⵛ姪Ⅼ 根ҷῈ瀴坜僟㢁⫖ҷ䠍冐䁨╙Wall Street EnglishҸ 憩懝 KOL╒厖╙捜㜿媌⃫伢⌇䠓Ὲ瀴坜僟㢁⫖ 梊嬥ひ◙虇封⋻▇㎟␮イ弆⪶䣍䠓㎆厙㉔㎆虇᾵㎟䉉 ⋷⥝䍀尀Ҹ封⋻▇样ㄛ⌜慔憮㔷⎉䲻‛㵄ⴲ≂䏖虇ℎ Ὲ瀴坜僟㢁⫖撓ㄦ╾孏䠓㐤幖⡭⧀䔖Ҹ 厂㝋ⵛ姪Ⅼ根虇封⋻▇䉉梊⑤㝈䮚ゞ庌恙撵㮨庌 㕟K䫍″Ⱑ汣ⴲ≂ҷKOL╒厖╙⋶ⵈ␄⃫Ҹ䉉䎼╥㢏 ⪶䠓㡬⋘䔖虇Beyond Digital Solutions㢃厖ViuTV ▗⃫虇⢷⌅12桕䵏䡽ᾼ媌⃫⋸↚␖桕Ҹ

Headed by: Barry Lau, group director | Owned by: CMRS Group 124


CONTENT MARKETING AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

FIMMICK

Fimmick㞾欨㾾㎟␮㛔‚Ὶᾏ虇᾵ᾏ䢃䯸㳴ᾙ㕩虇㎟ ␮㏢⋴⋶ⵈ䍮摆仓⎴䠓‣テҸ封⋻▇䡽⏜⢷㝴㢻ҷ╿ 䇲╙欨㾾宼㢘愵‚埤虇2016 〃㢃庞ㄦ⪩↚⪶ⴱ㏅虇▛

Fimmick is one of Hong Kong’s own success stories, and is still on a steady curve upwards with a finalist position in the Content Marketing Agency of the Year category. It has offices in Japan, Taiwan and Hong Kong. 2016 saw a number of big client wins, while boasting impressive client retention numbers at the same time. Its impressive portfolio includes local and global names such as Swire, HKJC, DBS, Revlon, The Body Shop, Marks & Spencer and Microsoft. In terms of campaigns, for WeWa, the agency launched Hong Kong’s first fully functional credit

card app with a unique instant gift redemption game – “We Shake We Win”. The campaign generated massive increases in new customers and online applications, and overshot the KPIs. Staff at Fimmick are also welcomed to join the internal “lunch with management” and “dialogue with CEO” programmes where they can chat freely with their superiors about any interesting topics, and join numerous monthly and year-round training programmes. It also promotes a healthy work-balance in the company; a tough goal for any agency.

㟑撓ㄦ⁳⁉崩➕䠓ⴱ㏅Ⅼ䛨䔖Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻㢻⢿╙⋷䖒♐䏛虇⬑⪹╳ҷ欨 㾾庌欻㢒ҷ㞮ⷤ搏姛ҷRevlonҷThe Body Shopҷ Marks & Spencer╙ㄽ恮Ҹ ⢷㔷ひ㻊⑤㝈棱虇封⋻▇䉉WeWa㔷⎉欨㾾欥㳍 ⋷␮劌ⅰ䚷⓰㍘䚷䮚ゞ虇᾵㕟K䓷䐈䠓│㟑䬽♐⋛㕪 懙㏁We shake we winҸ封㻊⑤䉉㜿ⴱ㏅⁉㜇╙佁ᾙ ㍘䚷䔖⿅ℕ懯弔KPI䠓╾孏⨭⿔Ҹ

Fimmick 䠓♰⽴⣖㳰慝╒␯⋶扷䠓厖䴰䖕ⷳⓗ 檟╙厖 CEO ⶜尀㻊⑤虇⁥↠╾⁴样㟑彮ᾙ▇屖履₊ ⃤㢘弲䠓尀槛虇‵╾╒厖䣍⪩㢗〵╙⋷〃䠓⦈客宗 ␒Ҹ㳳⪥虇封⋻▇╗炢⒄⇴う䠓⽴⃫厖䚮㻊。姰虇憨 ⶜₊⃤ひ◙⁲䖕⋻▇ℕ尹虇抌㞾ᾏ↚⌆桲〵䠓䡽㮨Ҹ

Headed by: Willy Lai, co-founder and business director | Owned by: Independent

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

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MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Gold

BOUTIQUE AGENCY OF THE YEAR

Local Hero

ANONᾜ≔庞ㄦ㢻⢮咀桓䓝虇㢃㏢㛦⌅⁥⶜㏚虇⑖⫹

ANON

䓷䱚ひ◙␄㊞⁲䖕⋻▇仓⎴䠓捠䓝Ҹ 䛀⫶儝⏜㎟♰Simon Handford╙Sandy Chan㝋 2013〃␄䱚虇憨㚾ⓐ⁉仓㎟䠓⢧栙㢜⑨⪩↚嗦▜ⴱ ㏅虇⒔㑻欨㾾慹⩺ⷋ㮑⢡ҷ榧厹㐤幖欨㾾㢘柟⋻▇ҷ

ANON didn’t just make it onto the Local Hero list, it also took home gold in the Boutique Agency of the Year category, among others. Founded in 2013 by Ogilvy & Mather alumni Simon Handford and Sandy Chan, the agency’s team of 10 serves an impressive portfolio of clients, including Hong Kong Disneyland, Vanguard Investments Hong Kong, Swire Properties and Nike Hong Kong. This relatively small, but prolific team doesn’t pull any punches in its offerings, including TVCs, OOH, digital, product design, packaging, collateral and brand events. In 2016, the agency scored a number of big wins, including Moët Hennessy, FOX Networks Group Asia and JP Morgan, to name a few. Perhaps the most notable campaign from the ANON team in 2016 – although there were more than a few – was the “Star Wars Takeover” for Hong Kong Disneyland, where it created a range of highly

creative collaterals. For example, the print ads were accompanied by a small DIY hologram device to recreate characters from the perpetually popular franchise on your phone – an excellent fit for the space opera attraction. Bus shelter ads used directional speakers to send messages only to people standing directly beneath them to create the illusion of hearing “the force”, while the billboards featured villain Kylo Ren seemingly cutting through buildings using a 3D perspective in the creative. Regularly eschewing the retainer-based business model, ANON is not afraid to do things differently. While the agency naturally has specialists in certain disciplines, it does not employ separate teams and focuses on creative ideas, rather than disciplines or formats. To top it all off, it gives clients access to all its creative resources to nurture a collaborative environment.

⪹╳⢿䚱╙Nike欨㾾䳘Ҹ 憨㚾嬞㮰䢇⶜悒⶞ҷ⃕䚮䚱␪毩⁉䠓⢧栙⢷䚱 ♐㢜⑨㝈棱䠓⵵␪‵ᾜⵈㆌ嬥虇⌅㫼⑨䵓⢜⒔㑻梊 嬥ひ◙ҷ㏅⪥ひ◙ҷ䚱♐宼宗ҷ⒔婬ҷⴲ≂㣟㜨╙♐ 䏛㻊⑤Ҹ封⋻▇㝋2016〃庞ㄦ⪩↚㜿ⴱ㏅虇⒔㑻拸㈔ 恡ⷋ寸ҷ梜⩺⢚株佁仰‭㻁╙㗸㧈⪶憩䳘Ҹ

ANON⢧栙 2016〃㢏‽䣋䠓㔷ひ㻊⑤Ὶᾏ虇嬐㜇 欨㾾慹⩺ⷋ㮑⢡䠓Ӂ㞮䖒⪶㎿處⋴⅄㞝㝴ᾥ䛛ӂҸ封⋻ ▇媌⃫―ᾏ亊⎦⎴⌆␄㊞䠓ⴲ≂♐虇ℚ⬑㏢⓿ひ◙拜 ᾙᾏ↚⶞⤚DIY hologram宼∨虇╾⁴⢷㏚㯮ᾙ捜䖍伢 ⌇䠓㞮䖒⪶㎿梊㄀孡吁虇棭⿇䲵▗梊㄀䠓⪹䰉Ὴ槛虖 ⌅⾃⩺䱨ひ◙懚䚷⴩■㕩刁⟷虇╹ⶖⴲ≂宙ㇾ䠋憐仵 䢃㔴䱨⢷ひ◙Ὶᾚ䠓↨恙⁉⩺虇⁴䍮憯刌孉Ӂ┮␪ӂ 䠓《孉虖军⢷⌅ひ◙䏛ᾙ虇╜㻍孡吁Kylo Ren⁴3D嬥 孡␗朚⪩㩮ら䵘䏸Ҹ ⴩㢮㛈崙┮㢘䠓㫼⑨㮰ゞ虇ANON⑖㝋➦寵ᾜ▛ 䠓‚䏸Ҹ封⋻▇桥䋅㙐㢘㥟‪榧⥮䠓⶗ⵅ虇⃕ᾜ㢒␒ ⎕㎟䓷䱚䠓⢧栙虇∃捜㝋␄㊞军棭姛㫼㎥㮰ゞҸ䉉䠋 㕽⌅㢏⪶䠓䃪␪虇封⋻▇䠓ⴱ㏅╾⁴懚䚷⌅㏏㢘␄㊞ 幖䀟虇⁴⦈檙ᾏ↚▗⃫䠓䘿⨒Ҹ

Headed by: Simon Handford/Sandy Chan, co-founders | Owned by: Independent 126


BOUTIQUE AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Silver

WHAZZUP 柳― 庞 ㄦ 䓷 䱚 ひ ◙ ␄ ㊞ ⁲ 䖕 ⋻ ▇ 仓 ⎴ 䠓 搏 䓝 ⪥虇WHAZZUP‵㞾ひ◙媌⃫╙䓷䱚⁲䖕⋻▇⋸↚仓 ⎴䠓‣テῚᾏҸ 封⋻▇䯜㬄䠋ⷤ㄀䏖媌⃫㫼⑨虇⒔㑻㬑ㆄ㭚ㆬ╙ ⏜ㄛ㢮媌⃫Ҹ 憨㚾ᾒ⁉⢧栙⢷ 2016〃䠓⋺⧃㵣䯎㑪㮨ᾼ庞―

WHAZZUP created music videos with local hip hop duo Fama for a tailor-made theme song for FWD. The agency also created visual designs and street activation activities to engage the younger generation. It counts Starbucks, Hong Kong Jockey Club, Sun Hung Kai Properties, FWD, and more, as key clients. As a boutique agency, WHAZZUP says it has a flat organisational structure which enables its staff to respond to clients’ needs swiftly. Last year, the agency had a staff turnover rate of zero.

⋼⧃Ҹ ⌅ 2016〃䠓捜嬐㔷ひ榔䡽Ὶᾏ虇㞾ⵛ姪Ⅼ根䠓 Savie卹␸ㇾ䖕帰⪌根宗␒Ҹ⢷宗␒ᾚ虇ⴱ㏅╾样㟑 ⋜幊㠺⇫╙ㇱㄸⅬ根K㳍Ҹ䉉ⴲ≂ⵛ姪憨榔㜿Ⅼ根宗 ␒㔷⎉虇WHAZZUP⪴㑜㢻⢿⟊♗概㮑仓▗慁⪺媌⃫ 概㮑㄀䏖虇᾵䉉ⵛ姪〵怺宑憯ᾏ欥Ὴ槛㢁Ҹ封⋻▇㢃 媌⃫嬥孉宼宗ひ◙╙姦榼ⴲ≂㻊⑤虇⁴◇イ〃悤⁉Ҹ ⌅Ὴ嬐ⴱ㏅⒔㑻㞮⾃⋚ҷ欨㾾庌欻㢒ҷ㜿滊⦉⢿ 䚱ҷⵛ姪Ⅼ根䳘Ҹ ⃫䉉ᾏⵅ䓷䱚ひ◙␄㊞⁲䖕⋻▇虇WHAZZUP姷 䫉⌅⋻▇䠓仓俣㥅㭚悒䉉。䳘虇ℎ♰⽴劌⪯ㅺ憮⡭ ㍘ⴱ㏅䠓梏㷑Ҹ

Headed by: Adams Chow, director | Owned by: Independent 127

╊〃虇封⋻▇㸡㢘♰⽴㻐⫀Ҹ

W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

Alongside a silver award for Boutique Agency of the Year, WHAZZUP is a finalist for Production Agency of the Year and Independent Agency of the Year. The agency has been active in handling video production, including concept development and pre and post-production. The seven-person team won six pitches out of eight in 2016. One of the key projects in 2016 was FWD’s “savie” insurance plan in which customers can suspend and resume their premium payments anytime with no charge. To promote the launch,


BOUTIQUE AGENCY OF THE YEAR

MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Bronze

⃫ 䉉 ᾏ ⵅ ⶗ 朏 䴰 䖕 汣 剁 㻊 ⑤ 䠓 ⁲ 䖕 ⋻▇虇Yello

YELLO MARKETING

Marketing欥㲰⢷䓷䱚ひ◙␄㊞⁲䖕⋻▇仓⎴㬽䔁 搔䏛Ҹ ㎟䱚㝋2008〃虇Yello㞾ᾏⵅ⶗朏ㄭ‚汣剁庌‚ 䴰䖕ҷ⁴╙懚⑤♰╙㛨侃䴰䖕䠓⋻杫⋻▇Ҹ⌅╒厖䠓 榔䡽⒔㑻ーⓩᾏ咀♸㔴␪庌ҷNike⬂ⳟ10⋻捛庌ҷⅬ

Specialist agency for sports events Yello Marketing was crowned bronze for the first time in the boutique agency category. Founded in 2008, Yello is a PR agency specialising in sports events and the management of athletes and coaches. It has worked on projects such as the Bloomberg Square Mile Relay, Nike Women’s 10K, Prudential Hong Kong Tennis Open and more. Since 2014, the agency has been Nike’s extended arm in events such as the Nike Women 10K and Nike

Training Club Tour for event management, customer outreach, carnival and village design, race route experience design and operations. In the past two years, it has been involved with the Women’s Tennis Association’s Hong Kong Tennis Open, providing services from advertising, digital solutions, community engagement, sponsor activation to publicity. In 2015, Yello expanded its business into Singapore and Shanghai. Last year, the headcount was increased from 10 to 15.

尯欨㾾佁䖒⋻朚庌䳘Ҹ 卹2014〃⁴ℕ虇封⋻▇ᾏ䢃⃫䉉Nike㻊⑤䠓⽵▂ ㏚虇⌅ⓣ␸厘愵䠓㻊⑤⒔㑻Nike⬂ⳟ10⋻捛庌╙Nike 客侃ↀ㮑扷⽰憃庌虇帯帻䉉♐䏛㕟K㻊⑤䴰䖕ҷⴱ㏅ 㔷ひҷ➘〃啾╙戇㏚㣠宼宗ҷ㵣庌彾佩汣毦宼宗╙懚 ⃫䳘㝈棱䠓㢜⑨Ҹ ⢷懝╊⋸〃虇封⋻▇䔁ㄦ欨㾾佁䖒⋻朚庌⢚株⬂ ⳟ佁䖒ⓣ㢒䠓⭣₊虇㕟Kひ◙ҷ㜇䩋孲㸉㝈㧗ҷ䫍Ⓩ ╒厖ҷ庙␸⛕㑪⑮╙ⴲ≂䳘㢜⑨Ҹ

2015〃虇Zelloⶖ㫼⑨㑢ⷤ厂㜿␯⣰╙ᾙ㼆Ҹ╊ 〃虇⌅♰⽴⁉㜇ㄭ10⁉⨭厂15⁉Ҹ

Headed by: Tina Wong, director | Owned by: Independent 128


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

BOUTIQUE AGENCY OF THE YEAR

Lighthouse Events, the events management division of Lighthouse Independent Media, has been bringing Lighthouse’s conferences, awards shows and internal meetings to life since 2006 - over 40 events annually in multiple formats through numerous markets across Asia. Staffed by a team of experienced and dedicated event professionals, Lighthouse Events is commited to understanding and delivering its clients’ strategic objectives. Lighthouse Events has the expertise and experience to conceptualise and manage any customised event, making sure its clients’goals are met on every occasion. Call us if you need a partner for: • Venue Sourcing • Destination Management • Event Conceptualisation • Supplier Management

• Registration Services • Branding & Graphic Design • Event Production/Logistics Support

Contact us with your event brief today. W W W .M A R KE TI N G — I N T ER A CT I V E .C O M

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MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

Finalist

SEARCHGURU ⋴戇㖫亱䍮摆ҷ㢏ℂ㜿⋴戇⁲䖕⋻▇╙䓷䱚ひ◙␄ ㊞⁲䖕⋻▇仓⎴䠓‣テ虇SearchGuru㝋2015〃 11㢗 ⢷欨㾾㎟䱚虇㞾㢻⢿⾑⧃╙姛㫼䠓㜿㎟♰Ҹ

A finalist in Search Agency of the Year, Best Newcomer and Boutique Agency of the Year, SearchGuru, established in November 2015 in Hong Kong, is a newcomer to the local market and industry. Its key product offering includes search engine marketing, search engine optimisation, display marketing, re-marketing, paid social, content, creative and web development. SearchGuru Hong Kong may be smaller than the media agencies or agencies that belong to big networks, but the company says it is certainly not small in ambition.

The performance in 2016 saw the agency pick up more than 20 new clients, including Ovolo, Abbott, MaBelle, Taikoo Place, Xiaomi and Cigna Insurance. The company has offices in Hong Kong, Malaysia and Singapore with a staff size of 40 people. Over the past 12 months, there have been a couple of key hires. One of the key appointments in 2016 was Gary Cheung as general manager and another key addition to the team was Elton Tsang as account manager.

⌅Ὴ嬐䚱♐㢜⑨⒔㑻處㖫亱イ㙝䍮摆ҷ㖫亱イ㙝 ⊹⒥ҷ槾䫉ひ◙䍮摆ҷ⌜䍮摆ҷ⁧幊䫍″ひ◙ҷ⋶ⵈҷ ␄㊞╙佁榐朚䠋Ҹ

SearchGuru Hong Kong╾劌㵣⪶⤚ひ◙佁仰㝦 ᾚ䠓Ⱑ汣⁲䖕㎥ひ◙⁲䖕⋻▇䠓嬞㮰戓嬐⶞虇⃕封 ⋻▇姷䫉⌅ㅦ■┊ᾜ懠⪩崢Ҹ 封⋻▇㝋2016〃庞ㄦ―弔懝 20↚㜿ⴱ㏅虇⒔㑻 Ovoloҷ桔⦈ҷMaBelleҷ⪹╳⣙ҷ⶞丂╙ⅰ岍Ⅼ根Ҹ 封⋻▇⢷欨㾾ҷ欻ℕ嬎‭ҷ㜿␯⣰⣖宼㢘愵‚ 埤虇♰⽴⁉㜇懣40⁉Ҹ ⢷懝╊ᾏ〃虇封⋻▇⨭凧⪩▜Ὴ嬐♰⽴Ҹ2016〃 䠓捜嬐₊☌Ὶᾏ虇㞾Gary Cheung⎉₊俌伢䖕虇军╵ᾏ 捜嬐⢧栙㎟♰₊☌㞾Elton Tsang⎉₊ⴱ㏅伢䖕Ҹ

Headed by: Gary Cheung, general manager | Owned by: Independent

Finalist

X2 CREATIVE X2 CREATiVE䠊ᾙ⁙〃䓷䱚ひ◙␄㊞⁲䖕⋻▇仓⎴䠓 ‣テҸ 封⋻▇⌅ᾼᾏ ↚ 捜 嬐 榔䡽虇㞾 䉉 䗭 ⩺ⵅ梊♐ 䏛 V-ZUG⢷欨㾾厘姛朚⿤㻊⑤Ҹ䉉㌅䫬♐䏛懁歟欨 㾾虇V-ZUG戏屚 250⃜幢ⴱ嘭卷欨㾾㼆‚ⓩ䏸檷虇⢷

X2 CREATiVE emerged as a finalist in the boutique agency category this year. One of its most significant projects was the launch event of the Swiss home appliance brand V-ZUG in Hong Kong. To celebrate the launch, V-ZUG invited 250 guests to the Hong Kong Maritime Museum on the city’s central waterfront for a special dinner. Under the theme, “The Mastery of Steam” , a chef took to the stage to shoot a live on-screen

cooking demonstration with V-ZUG appliances before passing the food to guests for their enjoyment. Founded in Hong Kong in 2011, X2 has grown rapidly, with offices in Singapore and Hong Kong, and a client base that includes Harvey Nichols, Shure, Deloitte, Deutsche Bank, UBS and Lenovo. With 17 staff members, X2 also built its own internship programmes with Hong Kong Polytechnic University and CUHK Business School.

欨㾾䠓⾑ᾼㅒ㼆䆀⌀㟘䐈⎴䠓㟩檟Ҹ ⁴The Mastery of Steam䉉Ὴ槛虇ᾏ⃜ど⾺⢷╿ ᾙ懚䚷V-ZUG梊⟷懁姛䖍⧃䊈橹䫉䵓虇样ㄛⶖ儝橮◗ 䔊仵幢ⴱ›䚷Ҹ

2011 〃 㝋 欨 㾾 ㎟ 䱚虇X2 䠋 ⷤ 慔 憮虇⢷ 㜿 ␯ ⣰ ╙ 欨 㾾 ⣖ 宼 㢘 愵 ‚ 埤虇⌅ ⴱ ㏅ ⒔ 㑻 Har vey

NicholsҷShureҷㅆ⑳ҷㅆ㊞ㅦ搏姛ҷ䗭搏╙Lenovo 䳘Ҹ

X2㙐㢘17▜♰⽴虇㳳⪥‵厖欨㾾䖕⽴⪶ⴇ╙欨㾾 ᾼ㜖⪶ⴇ⛕ⴇ柱ら䱚⵵兡䚮宗␒Ҹ

Headed by: Frank Chan, founder | Owned by: Independent 130


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Asia Premium Solutions Limited 12/F, Asia One Tower, 8 Fung Yip Street, Chai Wan, Hong Kong T: (852) 2889 2385 F: (852) 2362 3218 E: contact@asia-premium.com

www.asia-premium.com (A member of Asia One Communications Group)


MARKETING AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2017

SPONSORS GOLD SPONSOR of Media Agency of the Year / Programmatic Agency of the Year THE TRADE DESK The Trade Desk powers the most sophisticated buyers in advertising technology. Founded by the pioneers of real-time bidding, The Trade Desk has become the fastest growing demand-side platform in the industry by offering agencies, aggregators, and their advertisers best-in-class technology to manage display, social, mobile, and video advertising campaigns.

SILVER SPONSOR of Innovative Agency of the Year AMAZON WEB SERVICES For 11 years, Amazon Web Services has been the world’s most comprehensive and broadly adopted cloud platform. AWS offers over 90 fully featured services for computing, storage, databases, analytics, mobile, Internet of Things (IoT) and enterprise applications from 42 Availability Zones (AZs) across 16 geographic regions in the US, Australia, Brazil, Canada, China, Germany, India, Ireland, Japan, Korea, Singapore, and the UK. AWS services are trusted by millions of active customers around the world monthly – including the fastest growing start-ups, largest enterprises, and leading government agencies – to power their infrastructure, make them more agile, and lower costs. To learn more about AWS, visit https://aws.amazon.com.

PARTNERS OFFICIAL MUSIC PARTNER DJ MIDY Back from Hawaii, DJ Midy is fond of playing trap, deep house, hip hop, pop and dance music. His highly idiosyncratic style brings in music to the mix with futuristic ideas. His appealing mixing helps build up the perfect addition to any event.

OFFICIAL WINE PARTNER GOLDEN GATE WINE Golden Gate Wine is dedicated to introducing new California, Oregon, Washington and other fine wines to Hong Kong and the region. The food and wine environment in HK is sophisticated and exciting, but we felt it was time to boost the choice of American wines, and those from California in particular. The company imports over 80 brands and 400 handcrafted wines from innovative, independent, and often family-run wineries. Many consistently win high ratings and critical acclaim from trade publications such as Wine Spectator, Wine Enthusiast, The Wine Advocate and Decanter.

OFFICIAL STYLE PARTNER PERONI NASTRO AZZURRO Brewed in Italy to the original recipe since 1963, Peroni Nastro Azzurro exemplifies the traditions of Italian craftsmanship, passion and flair upon which it was formed. In Rome 1963, Birra Peroni first brewed what was to become their greatest and most famous export, Peroni Nastro Azzurro. Created to reflect the emergence of Italian luxury in fashion and design, it was designed with the sharp, sophisticated beer drinker in mind. Peroni Nastro Azzurro is gently brewed to give an intensely crisp, refreshing taste with that unmistakable touch of Italian style.

OFFICIAL VIDEO PRODUCTION PARTNER STUDIO ONE EVENT Studio One Event is one of the service brands under One Media Group, providing core services from multi-camera video shooting and mixing to live feed and live video broadcasting. They also provide sound systems, lighting and many other event equipment rental, set-up and operation services.

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A LONG-TERM RELATIONSHIP? We’re looking for staff & clients who understand the value of stability and sustained success. Contact our managing director at albert.shu@webershandwick.com.

Marketing magazine Hong Kong, AOTY 2017  
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