How can agency leads promote gender diversity among ad land creatives?
The conversation on gender diversity in the workplace has come to the forefront in recent years. But we are seeing fewer females taking on executive roles in the ad land creative industry because of various reasons. How can the community come together to tackle the current disproportion between female and male ad land executive creatives? Vanessa Yuen reached out to several agency leads to weigh in on the situation.
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Gender diversity among workplaces has become an increasingly popular corporate buzzword across the APAC region in recent years. However, workplaces are still lacking diversity in senior roles.
According to a 2022 report by The Sasakawa Peace Foundation – “Gender Equality in Asia-Pacific” – the APAC region did not perform well on workplace gender equality overall, with an average gender equality score of 33%. In particular, Japan and Hong Kong lagged behind New Zealand, Singapore and Australia, the report revealed.
At the top, women made up just 4% of CEOs, 10% of CFOs, and 5% of board chairs in the APAC region. Women’s representation across the workforces of listed companies is also low, standing at 35%, according to the report. While in Hong Kong, the proportion of females working as managers and administrators, professionals and associate
professionals stood at 35.5% in 2020, lower than the 47.5% for males, according to a 2021 survey titled “Gender Equality in Hong Kong” by the Equal Opportunities Commission.
Is there a similar trend in the HK creative industry?
Zooming into the local advertising creative industry, some of the agency leads that MARKETING-INTERACTIVE spoke to have also noticed a similar trend among local ad land creatives, and it is not a recent trend.
Joe Ng, creative partner at Frengers Communications, said this has been a phenomenon since he started working in the industry, particularly at the middle and senior levels where there are more male creatives than female generally.
“I don’t think it’s because advertising companies lack a diverse mindset, but rather because the industry generally requires long
working hours and is very stressful, causing many women to explore other opportunities or even switch careers in the early or middle stages due to natural physiological reasons,” he said.
Agreeing with him was Kit Yu, creative director of Narrow Door, who attributed the ongoing issue to the long working hours and demanding nature of the advertising industry, which can make it challenging for women to pursue careers in the industry.
“As a mother of two children, it’s not easy for me to get a balance between home and work ... especially with long working hours and tight deadlines,” she said.
In addition, the phenomenon of male creatives being more prevalent than female creatives within the local ad land community may also be due to an unconscious bias in hiring practices, according to Yu.
The perception of males performing better in creativity than women is perhaps one of the
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“I don’t think it’s because advertising companies lack a diverse mindset, but rather because the industry generally requires long working hours and is very stressful, causing many women to explore other opportunities or even switch careers in the early or middle stages due to natural physiological reasons.”
reasons behind the unconscious bias when hiring creatives.
Yvonne Ma, founder and creative director of Eighty20, said the prevailing view of creativity is often gender related, with a tendency to associate it with masculinity.
“There is an old saying that engaging in creativity often requires taking risks and challenging established norms in order to generate innovative and original solutions. This type of work is often approached with independence and assertiveness,” she said.
Is there a gender bias during hiring practices?
In reality, there may be a higher number of males at the senior level in creative departments of ad agencies, but this is not 100% indicative of a bias in hiring practices.
Desmond So, CEO of Uth Creative, said rather it speaks to some unique challenges that arise within the advertising industry such as unpredictable work schedules and little room for personal time.
“As a manager in a creative agency for many years, I can attest that gender does not play a role in the hiring process. Instead, the primary focus is on the candidate’s willingness and ability to become a passionate and dedicated creative leader,” he added.
Agreeing with So was Frengers’ Ng who said the agency doesn’t have a preference on hiring male or female creatives, but it does have a preference on maintaining a 50-50 balance in both the creative and account servicing teams.
“The communications and advertising industry is about opinions and perspectives. That’s why we need different voices with different
perspectives in the house to come up with the best solutions for different clients,” he said.
In fact, quality matters more when it comes to onboarding a creative person. Jarvis Wong, director of Omelette Digital, said the agency only considers quality when bringing in someone, and that should be the only thing that matters.
“As a boutique agency, we need to share a strong bond, while being exceptionally agile to challenges. We therefore look for some fresh blood who are creative, as well as being able to think independently while working as a team. We do not take gender into consideration,” he said.
Echoing his views was Narrow Door’s Yu, who said the most important factors for her when hiring creatives are the candidates’ skills, ideas, and ability to work collaboratively.
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“I believe that it’s essential to hire the best talent regardless of their gender. By prioritising these factors over gender, agencies can ensure that they are hiring the most talented and diverse team possible,” she said.
How can industry players step up to promote gender diversity?
The gender diversity situation among local ad land creatives may have improved over the years, but there is still a long way to go. Frengers’ Ng said the best way for agency leads to encourage more diversity is simple – action.
“Maintaining a diverse team in your agency and then offering them the stage to dance. I don’t have a very scientific measurement, but I just can’t express how grateful I am for all the positive impact brought by all the amazing
ladies in my team, for both business results and team moral,” he said.
In order to foster a more balanced and diverse creative workforce, Uth Creative’s So said it is essential for agencies to acknowledge the unique challenges faced by female professionals in this industry and seek to create a supportive and flexible work environment.
Agreeing with him was Yu, who said providing flexible work options for a better worklife balance can help in dealing with the situation. She added that agency leads could offer mentorship and training for underrepresented groups and use fair hiring practices that focus on skills, not gender or background.
On the other hand, Omelette’s Wong said while boutique agencies may not
provide a complete HR planning solution for diversity, they have higher flexibility, including flexible working hours and work-from-home for employees.
Speaking from a wider perspective, Eighty20’s Ma said apart from promoting diversity, it is equally important to ensure that all employees feel a sense of belonging and are treated with respect and dignity, so as to foster a culture of creativity and innovation where everyone can thrive.
“One quote that has stayed with me from my MBA course is, ‘Diversity is everywhere, inclusion is the act, belonging is the result’. This quote emphasises the need to actively work towards creating an environment where everyone feels valued and included,” she said.
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“Maintaining a diverse team in your agency and then offering them the stage to dance. I don’t have a very scientific measurement, but I just can’t express how grateful I am for all the positive impact brought by all the amazing ladies in my team, for both business results and team moral.”
SNAPPED 快拍
The Forest of Heartstrings @Ian’s Asteroid I609
DATE: 22 May – 30 June
VENUE: 2/F Atrium and Shop 517519, 5/F, Hong Kong Times Square
1. To celebrate local boy band MIRROR’s Ian Chan’s 30th birthday on 9 June, his fan club is holding an exhibition at Times Square to showcase his songwriting journey.
2. The exhibition will display Chan’s creative manuscripts and song demos, which are surrounded by natural elements such as the ocean and forest.
3. Furthermore, the backdrop of the exhibition features a huge portrait of Chan. When visitors walk closer to it, they will find it is composed of lyrics from his songs.
4. A 1.5 metre-tall 3D “Little Ian” with a koala look has been placed in the atrium, which will be an Instagrammable hotspot for fans.
Hot Toys x “Spider-Man: Across the SpiderVerse” Exhibition
DATE: 26 May – 18 June
VENUE: Ocean Terminal Forecourt, Harbour City
1. Sony Pictures and Hot Toys have co-organised the Hot Toys x “Spider-Man: Across the SpiderVerse” exhibition at Harbour City, creating a dream come true for fans.
2. For the first time in the world, over 80 never-before-seen movie design sketches and character illustrations will be displayed.
3. There will be various interactive charity workshops for families, and the free AI Spidersona experience on weekends for all fans.
4. Fans can pre-order the 1/6th Miles Morales collectible figures (special edition) exclusively at the Hot Toys Rebel Base store in Harbour City from 25 May.
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SPOTLIGHT
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DOUBLE DUCKS by Florentijn Hofman
DATE: 10 - 21 June
VENUE: Near Tamar Park and the Central and Western District Promenade
1. On the 10th anniversary of its first visit in 2023, the giant rubber duck is coming back to Hong Kong, accompanied by a new friend.
2. Created by Dutch artist Florentijn Hofman, the 18 metre-tall giant rubber duck is one of the tallest rubber ducks in the world.
3. While the two giant ducks are currently in Tsing Yi, they will be moved to Victoria Harbour in June.
4. The giant duo swim freely in the nearby waters, against the backdrop of the Ting Kau Bridge and Tsing Ma Bridge.
YAU Beer X Yuet Tung China Works brand collaboration
DATE: from 24 May onwards
VENUE: 7-Eleven stores and selective on-trade outlets
1. Carlsberg’s craft beer brand YAU has collaborated with Yuet Tung China Works – a local porcelain factory that was established in 1928 – to launch porcelain beer glasses.
2. Yuet Tung China Works has used a traditional painting technique to bring to life the YAU characters in the classic porcelain colour palettes.
3. The product is a fusion of two fanciers from different creative industries, creating a collectible item that represents local culture and the craft they are passionate about.
4. Consumers who order three YAU craft beer tasting sets during the promotion period can join porcelain beer glass DIY workshops to add their personal design touches to the glass.
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Quiet hiring in agencies: A significant problem or a chance to reinvest in existing employees?
Quiet hiring, a new term that has come to the workplace in recent times, is a situation where an organisation leverages current employees’ capabilities to acquire new skills without recruiting new full-time staff. It is also a phenomenon in the agency world. But is it beneficial or detrimental to existing employees? Camillia Dass reached out to some agency leads across the APAC region to weigh in on the latest trend.
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Remember when quiet quitting was all anyone could talk about? In the midst of the post-pandemic burnout culture, many underappreciated and exhausted employees began doing the bare minimum to get by in their jobs in order to preserve their mental health.
Now though, perhaps in response to the quiet quitting movement, employers have flipped the switch with a new trend designed to cope with shrinking budgets and hiring freezes, and that is, quiet hiring.
Quiet hiring is the latest trend where companies attempt to increase their productivity by getting current employees to take on roles outside their job description in order to avoid hiring more people. Companies who practise quiet hiring also tend to hire contract or temporary employees to cover extra tasks without having to commit to paying someone a full-time salary.
While hiring contract or temporary employees is certainly not a new concept, it is one that has gained more prominence in the post-pandemic world. However, is quiet hiring an issue in resource-strapped industries such as the advertising and marketing space? It would seem the answer mostly lies in one’s mindset.
“I think exploring new frontiers for agencies can be costly and fruitless, and with fast-evolving frontiers, some irresponsibly laden existing talent with the burden of extra work,” explained Marianne Whitman, R/GA Singapore’s general manager.
“That shouldn’t, however, overlook the huge opportunity for growth that this provides for both agency and talent if nurtured correctly,” she continued before noting that change should be part of an agency’s DNA.
“However, to change at speed you need passionate and dedicated people eager to evolve their capabilities as well as systems to support them in the process.”
Whitman noted that at R/GA, it has seen visual designers switch to experience designers; web engineers grow into mobile engineers; and communication strategists switch to experience strategists.
“In many cases it’s a win-win: people grow based on their dream careers; and we benefit from people’s expanded skill sets.”
She continued by saying there is a fine line between the exploration of a new capability for talent, and exploitation.
“For it to be successful both parties need to establish clear expectations and boundaries around workload and time frames,” she said.
Agreeing with her, Jolene Huang, chief talent officer for Singapore and Southeast Asia at Publicis Groupe, argued that she does not see quiet hiring as an issue yet.
“On the contrary, I perceive it as a creative and innovative approach to addressing the talent crunch, particularly in agencies, while simultaneously catering to the needs and aspirations of our people,” she said.
“Reframing quiet hiring as an approach that prioritises offering internal talent the first opportunity for growth can reveal several benefits.”
She went on to say that for employers, saving on recruitment and onboarding can lead to greater flexibility when meeting the needs of people within the organisation. As for employees, it allows them to develop their skills, enhance their experience, and advance their careers within the agency while still enjoying job security.
However, Huang cautioned against falling into the trap of overwhelming employees, despite organisations facing many challenges with finding suitable talent, while also managing evolving employee expectations.
“Executing this strategy with logic, sensibility, and empathy is essential to prevent overwhelming individuals with more responsibilities than they are capable of or willing to manage,” she said.
She added that in her opinion, it is all about reinvesting in people who are already in the organisation.
“Conversations are a two-way street. If people feel like they are doing more than they can handle or have been given an opportunity that isn’t aligned with their wants, it’s essential to speak up and make it known,” she said.
True enough – it is essential for organisations to embrace the responsibility of fostering a supportive working environment, promoting work-life balance, and helping their people establish internal and external boundaries.
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The local marketing industry has been hit hard by the pandemic over the past few years. With a huge shift in marketing trends and consumer behaviour, agencies have been looking for ways to survive and cut through the clutter as we enter the post-pandemic era.
As such, MARKETING-INTERACTIVE’s Agency of the Year Awards was back again to provide an opportunity for agencies to showcase their brilliant accomplishments, and to stand out from their competitors.
Judged by an independent panel of high-calibre, client-side marketers, the 13th edition of the awards held on 16 June focused on the overall performance of an agency, rather than a specific campaign.
The entries were evaluated based on their performance (25%), product (25%), people (25%), and perspective (25%). Participating agencies needed to demonstrate how well their organisations had performed and how well they had managed their talent over the awards period, including measurable metrics on the success of their business strategies. They were also recommended to include any case studies on unique campaigns that had been done over the period.
With 32 categories recognising various specialisations, all agencies, large and small, had the chance to shine.
We would also like to thank our 21 judges for their time and effort in crowning our winners for 2023.
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JUNE 2023 MARKETING HONG KONG 15 VIVIAN
JUSTIN
GIAN
STEVEN
Marketing
SAURABH
ANNA
MICHELLE
IVY
HAYMANS
Marketing,
JUSTIN
KOSBY
Digital
ADAM
Marketing
ELLEN
EVA
Marketing
CHLOE
of Marketing Communications
EMILY
ERIC
ANDREA
ANGELA
Marketing
JASLIN
HSBC JOHN
People
JUDGES
CHAN Head Of Marketing Communications Cathay Pacific Airways
BONNETT Head of Marketing, Hong Kong, Macao & Taiwan JLL
CHAN Associate Director Sanrio Global Asia
TSANG Head of
Sony Music Entertainment Hong Kong
GHATWAI Marketing Director Lockly
LAM Associate Marketing Director CLOROX Hong Kong & Taiwan
LAM General Manager Corporate Communication Kerry Properties
WONG Head of Marketing Shell Hong Kong
FUNG MD, Head of
Retail Bank Hong Kong and Head of Global Partnerships Marketing Standard Chartered Bank
CHOY Chief Marketing Officer Nextwave Yachting
FU Senior Vice President, Corporate Branding,
Marketing & DBS Foundation DBS Bank Hong Kong
BIRES Head of
Lane Crawford
CHAN Director of Marketing Simmons Bedding & Furniture
LUI Director of
Communications The Park Lane Hong Kong, a Pullman Hotel
TSAI Group Assistant Director
Nina Hospitality
POON Director of Growth Marketing GoGoX
LIN Chief Marketing Officer livi bank
LEUNG Group General Manager Marketing Sino Group
CHAN Senior Director,
Communications TransUnion APAC
GOH Chief Marketing Officer Payme by
LUI Brand and
Director APAC PizzaExpress
B2B Agency of the Year
SILVER PHD Hong Kong
Omnicom Media Group
GOLD LOCAL HERO
Pico Group Independent
B2C Agency of the Year
BRONZE New iMedia Solutions
New eBusiness
SILVER LOCAL HERO
PRIZM Group Independent
GOLD PHD Hong Kong
Omnicom Media Group
BRONZE Mindshare Hong Kong
GroupM Hong Kong
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Best Acquisition/Retention Agency of the Year
GOLD PHD Hong Kong
Omnicom Media Group
Best Performance-Based Agency of the Year
SILVER EssenceMediacom GroupM Hong Kong
BRONZE LOCAL HERO
Meology
Independent
SILVER iProspect Hong Kong
Dentsu Hong Kong
GOLD Mindshare Hong Kong
GroupM Hong Kong
BRONZE EssenceMediacom GroupM Hong Kong
LOCAL HERO
Fimmick
Independent
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Best Newcomer
SILVER 212 Studio Independent
GOLD LOCAL HERO
Omelette
Omelette Digital
Boutique Agency of the Year
BRONZE MGV Innovation
Vizz Digital Group
BRONZE Mobfever
SHOPFEVER GROUP
GOLD LOCAL HERO
Narrow Door
The Bees Group
SILVER
Omelette
Omelette Digital
BRONZE WHAT IF Independent
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Brand & Design Consultancy of the Year
SILVER DigiSalad DigiSalad Solutions
GOLD LOCAL HERO
KREW Independent
Content Marketing Agency of the Year
BRONZE GAIA Independent
GOLD LOCAL HERO
PRIZM Group Independent
SILVER Fimmick Independent
BRONZE KREW Independent
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Creative Agency of the Year
SILVER
Dentsu Creative
Dentsu Hong Kong
GOLD LOCAL HERO
Narrow Door
The Bees Group
CRM & Loyalty Agency of the Year
BRONZE Madkids Independent
GOLD LOCAL HERO
rsvp communications Independent
SILVER
KREW Independent
BRONZE Fimmick Independent
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Data Analytics Agency of the Year
SILVER LOCAL HERO
KREW Independent
GOLD EssenceMediacom GroupM Hong Kong
Digital Agency of the Year
BRONZE OMD Hong Kong
Omnicom Media Group
SILVER LOCAL HERO
PRIZM Group Independent
GOLD PHD Hong Kong
Omnicom Media Group
BRONZE Pontac Independent
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E-Commerce Agency of the Year
SILVER PRIZM Group Independent
GOLD LOCAL HERO
XGATE Independent
Event Agency of the Year
GOLD LOCAL HERO
Pico Group Independent
SILVER WHAT IF Independent
BRONZE
OMD Hong Kong
Omnicom Media Group
GOLD LOCAL HERO
Uniplan Hong Kong Independent
BRONZE KREW Independent
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Independent Agency of the Year
SILVER Narrow Door The Bees Group
GOLD LOCAL HERO
Fimmick Independent
Industry Specialist Agency of the Year
BRONZE Branding Records Independent
GOLD LOCAL HERO
PRIZM Group Independent
SILVER
Zlashy Independent
BRONZE BlueCurrent Hong Kong & Greater Bay Area
Omnicom Media Group
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Influencer Agency of the Year
SILVER INCA Hong Kong GroupM Hong Kong
GOLD LOCAL HERO Flare Communications Independent
Innovative Agency of the Year
BRONZE Fimmick Independent
GOLD LOCAL HERO
DigiSalad DigiSalad Solutions
SILVER
PRIZM Group Independent
SILVER Xaxis Hong Kong GroupM Hong Kong
BRONZE Mindshare Hong Kong GroupM Hong Kong
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Integrated Marketing Agency of the Year
SILVER Mindshare Hong Kong
GroupM Hong Kong
GOLD LOCAL HERO
Fimmick Independent
Market Research Agency of the Year
BRONZE HAVAS MEDIA HONG KONG
HAVAS WORLDWIDE HONG KONG
GOLD LOCAL HERO
DigiSalad
DigiSalad Solutions
SILVER Zlashy Independent
BRONZE KREW Independent
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MarTech Agency of the Year
GOLD LOCAL HERO PRIZM Group Independent
Media Agency of the Year
SILVER Fimmick Independent
BRONZE Xaxis Hong Kong
GroupM Hong Kong
SILVER LOCAL HERO FABCOM Independent
GOLD Mindshare Hong Kong
GroupM Hong Kong
BRONZE Assembly Stagwell
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Production Agency of the Year
SILVER Rabbit Studio Independent
GOLD LOCAL HERO
Narrow Door
The Bees Group
Programmatic Agency of the Year
BRONZE 212 Studio Independent
SILVER LOCAL HERO FABCOM Independent
GOLD Omnicom Media Group
Hong Kong
Omnicom Media Group
BRONZE GoGoChart Independent
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Public Relations Agency of the Year
SILVER GoGoChart Independent
GOLD LOCAL HERO rsvp communications Independent
BRONZE Above The Line Company Independent
Search Agency of the Year
SILVER LOCAL HERO FABCOM Independent
GOLD Omnicom Media Group
Hong Kong
Omnicom Media Group
BRONZE Digital Zoo Independent
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Social Media Agency of the Year
SILVER We Glow HK Independent
GOLD LOCAL HERO PRIZM Group Independent
Best Agency Culture
GOLD Dentsu Creative
Dentsu Hong Kong
BRONZE DigiSalad DigiSalad Solutions
BRONZE Rabbit Studio Independent
SILVER LOCAL HERO Mosaic Digital Group Independent
BRONZE Xaxis Hong Kong
GroupM Hong Kong
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Agency Team of the Year
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MGV
OMD Hong Kong Omnicom Media Group BRONZE Cymballe Independent SILVER LOCAL HERO
Innovation Vizz Digital Group Best Client-Agency Partnership
The
GoGoChart
Fimmick
Narrow Door
Bees Group
Independent
Independent
Agency Leader of the Year
Rising Star (age below 30)
WWW.MARKETING–INTERACTIVE.COM JUNE 2023 MARKETING HONG KONG 31 DigiSalad DigiSalad Solutions Tony Ng Founder and Creative Director EssenceMediacom GroupM Eric Ng Digital Supervisor GoGoChart Independent Daniel Lo Founder & CEO OMD Hong Kong Omnicom Media Group Florence Wong CEO
Local Hero of the Year and Overall Agency of the Year PRIZM Group
Walking away with the prestigious Overall Agency of the Year was PRIZM Group which scored the highest number of accumulated points that saw it win four gold awards and four silvers. It was also crowned Local Hero of the Year with six Local Hero awards.
The digital agency, which is 11 years old, has made a name for itself for thinking outside of the box. PRIZM believes digital is all about improving user experience, and works with brands such as Sun Life Insurance, HSBC, McDonald’s, Hysan & Lee Garden, and many others.
It started off as a boutique digital marketing agency in Hong Kong, but today PRIZM Group has grown into a global digital marketing agency that conjugates innovative technology, marketing creativity and data insights to deliver best of breed solutions to clients needing end-to-end digital transformation and marketing solutions.
Being an experienced digital marketing agency, its team understands the market and harnesses its knowledge to drive success across a wide range of industries.
Some of the widely recognised campaigns from PRIZM come from the loyalty and CRM marketing sectors in collaboration with brands such as Chow Sang Sang, Omubsubi and Aptamil. The projects do not stop at just delivering the platform, the PRIZM team believes the best outcome requires the seamless fusion of strategic planning, content creative and technical enablement.
Meanwhile, this year MARKETING-INTERACTIVE added five categories, including Brand & Design Consultancy of the Year, Market Research Agency of the Year, and Programmatic Agency of the Year. With these categories, we wanted to separate the great from the good to recognise the impressive work that had been put together by advertisers and their partners.
Also, understanding that the success of an agency often comes with an influx of youth and new ideas, this year we added one new category, Rising Star. This category was created to celebrate the promising newbies within the industry that have shown resilience in the face of unyielding change.
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Retail brands love unmanned stores, but will traditional retailers be replaced?
In recent years, we have seen a lot of automated or self-checkout stores appearing in the global retail market. From Amazon in the US to Hong Kong’s HKTV subsidiary brand Shoalter Automation, it is clear that retail brands love utilising unmanned stores as part of their omni-channel strategies. On the other hand, does that mean traditional retailers will eventually be replaced? Karen Wong turned to various retail and experiential agency experts to weigh in on this trend.
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With technological advancements and evolving consumer behaviour, there has been a growing trend of brands incorporating automated processes into their physical stores across the globe.
Retail Technology Innovation Hub’s 2022 research showed that brands embracing selfcheckout technology in the global market grew by 11% last year. For instance, eCommerce giant Amazon created the cashier-less store Amazon Fresh. While in the UK we saw leading supermarket chain Tesco unveil the checkoutfree store GetGo earlier this year.
The trend is even more prominent in Asia. In Tokyo, FamilyMart is reportedly looking to
have 1,000 unmanned stores in Japan by 2024. In Singapore, the Pick & GO chain has opened three AI-powered unmanned grocery stores, including one called My Village at the National University of Singapore in 2021.
Zooming into Hong Kong, HKTV’s subsidiary brand Shoalter Automation is unveiling its first fully automated retail store and system in Manchester, England, by mid-2023. It is a large scale fully automated storage and retailing system in an offline shop, which can take orders, and replenish stock when required without human intervention.
Commenting on the trend, HKTV told MARKETING-INTERACTIVE that brands treat
automated stores as a cost-saving tool and a cost-effective strategy to improve business development.
“Automated stores can operate 24/7, providing customers with the convenience of shopping at any time. Convenience is also enjoyed directly by businesses as automated stores can help predict replenishment stocks, analyse shopping trends and optimise inventory management processes,” the company said.
With all customer journeys and checkouts recorded, the process of data collection is simplified and is a lot easier for brands to analyse, according to HKTV.
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“Once the systems and hardware are in place, it’s also a lot easier for businesses to scale-up and open up new stores, reaching new markets compared to traditional businesses,” the company added.
Agreeing with HKTV was Tim Durgan, VP of strategy and insights for APAC at omnichannel agency Assembly, who said brands naturally will benefit from lower overhead costs after sales and cashier jobs are eliminated, but there is also more value in the ability to collect consumer data through the online checkout via a brand-owned app.
“If a company goes as far as making the entire shopfront digital, there’s also the ability to optimise your product priorities to put different items in focus at different times of the day,” he said.
Innovation and optimised inventory management are also reasons why brands are moving towards unmanned retail, said Tracy Fu, CEO, China, VMLY&R Commerce.
“Brands can try out new products, technologies and services in unmanned retail and gain more insights and experience through experimentation to improve their market competitiveness,” she said.
She also added that unmanned retail usually adopts an intelligent inventory management system that can update and forecast the sales volume of goods in a timely manner.
“This can effectively reduce an inventory backlog and waste, and ensure the freshness and quality of goods,” she said.
Enhancing the shopping experience is also key
On the consumer front, the increase in demand for more efficient and convenient shopping experiences is also key. A study titled “Consumer Preferences Towards Unmanned Store Experiences” by Axis Communications found that Hong Kong consumers’ intention to shop at physical stores in the new normal post-pandemic era has dropped by 14% compared to the prepandemic era. Almost half of the respondents (47%) indicated they are more likely to visit unmanned stores – physical stores with few to no staff.
Kevin Kan, chief experience officer of Break Out Consulting Asia, said one of the biggest challenges retail owners had during the pandemic was staffing, so it is easier to operate automated retail stores while enhancing the customer experience.
“As a person who is time-crunched, being able to shop when I want is something that would make me loyal to a brand who had all night shopping. After the global pandemic, I’d love to be able to go to the store at a time when it is less crowded, and I can shop at my leisure. It’s just so convenient!” he said.
Agreeing with Kan was Darren Chuckry, founder of experiential agency HK Initiative, who said these self-service or automated systems provide instant and detailed product information, allowing customers to easily access reviews, usage instructions, and related products, further enhancing their shopping experience and enabling them to make informed purchasing decisions.
“Furthermore, these automated systems enable brands to connect with a younger, digital-savvy generation, who are accustomed to technology-driven experiences, making it essential for retailers to adapt and innovate to stay relevant in today’s rapidly changing retail landscape,” he said.
Will traditional retailers fizzle out?
While automated stores offer many benefits to brands and consumers, they may not be suitable
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for all retail formats or customer preferences, according to HKTV.
“Some shoppers may still prefer the personal touch of a human cashier; traditional stores have staff that could assist customers with questions and provide assistance in choosing products.”
Certain products or services may require the expertise of a trained employee, according to HKTV. “For example, the sale of age-restricted products such as alcohol and cigarettes.”
Meanwhile, it added that the security of the stores is also a crucial concern, as unmanned stores are more vulnerable and likely to encounter theft and fraud as there are no staff to monitor customer behaviour.
Agreeing with HKTV was Carmen Wu, head of Havas Market at Havas Media HK, who said the expected investment benefits of unmanned stores do not appear to be convincing regarding operational efficiencies and value chain benefits due to system errors and payment issues.
“Additionally, traditional retail sectors such as luxury goods, watches, and jewellery brands need to maintain a personalised touch and offer expert advice. As such, unmanned stores are more likely to become prevalent in supermarkets or convenience stores, where speed and efficiency are the primary priorities,” she said.
Despite the rise in the adoption of selfservice systems in the retail industry, they are unlikely to completely replace traditional stores that rely on manpower, according to HK Initiative’s Chuckry.
“Instead, the future of retail lies in striking a balance between technology and the human touch, where automation enhances the customer experience and complements in-person interactions, creating a harmonious blend of efficiency and personalised service that today’s consumers desire,” he said.
Meanwhile, VMLY&R Commerce’s Fu said in the new world of retail business, the front end is “people + goods + place”, while the back end is AI, big data, and cloud computing.
“The back end is basic layers such as AI, big data, and cloud computing,” she added.
“For a long time to come, it will not completely replace the traditional model, but coexist with it to evolve.”
On the other hand, Break Out Consulting Asia’s Kan said as the cost of technology starts coming down, he can see unmanned automated stores slowly replacing traditional retail stores.
“What you are eliminating is the constant need to retrain staff when there is a turnover of personnel. To me, that is the real cost saving. You have simply moved variable costs (staffing, training, benefits) to fixed costs (infrastructure) of operations,” he added.
WWW.MARKETING–INTERACTIVE.COM JUNE 2023 MARKETING HONG KONG 37 FEATURE
“Some shoppers may still prefer the personal touch of a human cashier; traditional stores have staff that could assist customers with questions and provide assistance in choosing products.”
It is no surprise to see a big shift in consumer behaviour and marketing trends as we enter the post-pandemic era. However, creativity and innovation remain at the heart of all that is marketing today, and celebrating the achievements made by the marketing community, and agency minds behind the work, was crucial to us at this year’s MARKies Awards.
This year’s entries were filled with unrivalled creativity and innovative marketing professionals who pushed boundaries. We saw agencies and brands work together to support the consumer. And we saw marketing leaders adjust strategies to ensure business sustainability.
The celebrations took place at JW Marriott Hotel Hong Kong on 11 May 2023. MARKETING-INTERACTIVE would like to thank our 26 judges who took time out of their busy schedules to go through the entries.
Congratulations to all winners.
WWW.MARKETING–INTERACTIVE.COM 38 MARKETING HONG KONG JUNE 2023
JUNE 2023 MARKETING HONG KONG 39 PECKY
Food JENNIFER
MAXIMILIAN
of
and Digital
PRUDENCE
Customer
CASSIE
MEGHAN
ALICE
MABEL
ANNIE
Brand
Jewellery TAMMY
– Global Marketing
BETTY
Channel
Asia Pacific
Pacific JORDAN
Marketing
LAWRENCE
Marketing
ELVIS
OLIVIA
Marketing
ANDREW
Global CRM & Customer Strategy
Oriental Hotel Group SALLY
Marketing Director –
Kong, Taiwan, Macau & Mongolia
Coca-Cola Company SUMESHWER
Director Marketing, Asia Hill’s Pet Nutrition JAMES
of Marketing & Communications
AMY
Marketing
GINNY
PATRICIA
Director –
& Destinations
Asia Pacific Marriott International CATALINA
of Group Creative, Group Marketing & International Business
Jewellery Hong Kong JOYCE
of Corporate & Marketing Communications
Shing Hong BONNIE
Head of
Online Group
Electronics
Kong KAREN
of Marketing and Communication
Insurance
Kong)
JUDGES
SZE Marketing Director Amoy
LAM Director & Head of Marketing and Communications Hongkong Land
WANG Global Head
Marketing
SAU LEE
LAU Head of
Relationship Marketing Cathay
CHOI Head of Enterprise Marketing, Greater China and Korea Jabra
SHERRILL Head of Marketing & Communications, Asia Pacific Shake Shack
HO Former Marketing Director FrieslandCampina
LEUNG Head of Marketing (Quick Service Restaurants & Catering Services) Maxim’s Caterers
WONG Global CRM Director,
Marketing Chow Tai Fook
NG Vice President
Kohler
HUI Marketing Director,
Development,
Starbucks Coffee Asia
CHEUNG Chief
Officer Hang Seng Bank
CHAU Head of
Communications Midland Realty
YAN Chief Marketing Officer UA Finance
LUK Associate
Director D-mop
CLEARY VP,
Mandarin
CHENG Frontline
Hong
The
DHUPER Associate
GANNABAN Director
Pirata Group
YANG Director,
Communications & Partnerships, Asia VistaJet
SO Marketing Director Emperor Cinemas Group
CHEUNG Senior
Brands
Marketing,
MAN Head
TSL
WU Head
Hip
MAK Associate Director,
e-store
Samsung
Hong
LAU Head
Zurich
(Hong
WWW.MARKETING–INTERACTIVE.COM 40 MARKETING HONG KONG JUNE 2023
WWW.MARKETING–INTERACTIVE.COM JUNE 2023 MARKETING HONG KONG 41
BEST USE OF MARTECH
GOLD
Saatchi & Saatchi
Client: New World Development
Campaign: Share for Good
SILVER
CCCDI
Client: Poly Auction Hong Kong
Campaign: Digital Auction Platform
BRONZE PRIZM Group, DDB Group Hong Kong
Client: McDonald’s Hong Kong
Campaign: McDonald's Digital Transformation Chatbot Activations
BEST IDEA – PANDEMIC RESPONSE
GOLD
Saatchi & Saatchi
Client: New World Development Campaign: Share for Good
SILVER
Ogilvy Hong Kong, PHD Hong Kong
Client: PayMe by HSBC
Campaign: Hong Kong’s Laisee
BRONZE
Mindshare Hong Kong, GroupM Nexus
Client: Midland Realty Campaign: VR Property Tour
BEST USE OF MOBILE & APPS
GOLD
Mindshare Hong Kong, GroupM Nexus
Client: Midland Realty
Campaign: VR Property Tour
SILVER
EY Mtel
Client: Watsons Hong Kong eShop
Campaign: Watsons HK Shopping App
BRONZE
CCCDI
Client: Poly Auction Hong Kong
Campaign: Digital Auction Platform
BEST IDEA – CUSTOMER ACQUISITION
GOLD
PRIZM Group, DDB Group Hong Kong
Client: McDonald’s Hong Kong
Campaign: McDonald's Digital Transformation Chatbot Activations
SILVER
PHD Hong Kong, M&C Saatchi Spencer
Client: DFI Retail Group
Campaign: yuu to me is INCREDIBLE!
BRONZE
Omnichat
Client: Watsons Hong Kong eShop
Campaign: Watsons Here For You
WWW.MARKETING–INTERACTIVE.COM 42 MARKETING HONG KONG JUNE 2023
BEST USE OF INFLUENCER
GOLD GAIA
Client: The Hong Kong Mortgage Corporation
Campaign: HKMC Branding & Tactical Campaign
SILVER Durian HK
Client: Mead Johnson Nutrition (Hong Kong)
Campaign: Mead Johnson A+ Baby Group Is Out!
BRONZE Fevaworks Solutions (Hong Kong)
Client: Otsuka Pharmaceutical (HK)
Campaign: Pocari Sweat x COLLAR Endorsers Campaign 2022
BEST IDEA – DESIGN
GOLD Saatchi & Saatchi
Client: HSBC Hong Kong Campaign: Open to Art
BEST IDEA – CX/UX
GOLD
Mindshare Hong Kong, GroupM Nexus
Client: Midland Realty
Campaign: VR Property Tour
SILVER
Saatchi & Saatchi
Client: New World Development
Campaign: Share for Good
BRONZE EY Mtel
Client: Watsons Hong Kong eShop
Campaign: Watsons HK Shopping App
BEST IDEA – DIGITAL SOLUTION
GOLD
Mindshare Hong Kong, GroupM Nexus
Client: Midland Realty Campaign: VR Property Tour
SILVER Hardchi Creative
Client: Tam Jai International
Campaign: Tam Jai Jeh Jeh Speaks Exhibition
BRONZE Pontac
Client: YSL Beauté Campaign: YSL BEAUTY ZONE
SILVER
Edelman Hong Kong
Client: KFC
Campaign: The Brainwave Bucket
BRONZE
Saatchi & Saatchi
Client: New World Development
Campaign: Share for Good
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BEST IDEA – INTEGRATED MARKETING
GOLD
Dentsu Creative, Carat Media Services Hong Kong
Client: Café de Coral Campaign: A Taste of Togetherness
GOLD
The Bridge Agency
Client: Tam Jai International Campaign: Tamjai Yunnan Mixian "Dream Comes True 2022"
SILVER
Dentsu Creative Chicago, MSL HK, Analogfolk HK, AIR Concept
Client: Hong Kong Disneyland Campaign: Momentous Nighttime Spectacular
BEST IDEA – INFLUENCER
GOLD
Durian HK
Client: Mead Johnson Nutrition (Hong Kong)
Campaign: Mead Johnson A+ Baby Group Is Out!
SILVER
Omelette
Client: Royal Canin
Campaign: Take Your Cat To The Vet
BRONZE
Saatchi & Saatchi
Client: HSBC Hong Kong Campaign: DuoVerse
BRONZE
Brunswick
Client: The Hong Kong Jockey Club Campaign: With You. Then. Now. Always.
BEST IDEA – EXPERIENTIAL MARKETING
GOLD
Durian HK
Client: Reckitt Benckiser Hong Kong Campaign: 001 Of Durex, Durex 001 Launch Campaign
SILVER
Saatchi & Saatchi
Client: HSBC Hong Kong
Campaign: Open to Art
BRONZE
GREY Hong Kong, PHD Hong Kong
Client: HSBC Life
Campaign: Life Goes On – HSBC Swift Guard
Critical Illness Plan Launch Campaign
WWW.MARKETING–INTERACTIVE.COM 46 MARKETING HONG KONG JUNE 2023
BEST IDEA – VIDEO
GOLD
Dentsu Creative, Carat Media Services Hong Kong
Client: Café de Coral
Campaign: A Taste of Togetherness
SILVER
Hardchi Creative
Client: MTR Corporation
Campaign: East Rail Line Cross Harbour Extension
Branding Campaign
BRONZE Society
Client: Tam Jai International Campaign: Life’s a mixture, we taste it all
BRONZE
Wunderman Thompson Hong Kong, PHD Media
Client: HSBC Hong Kong Campaign: HSBC Premier #ThisIsMyFamily Campaign
BEST IDEA – GAMIFICATION
GOLD
Dentsu Creative, EssenceMediacom
Client: Shell Campaign: Shell X BMW Motorsport Campaign
SILVER
Wunderman Thompson Hong Kong, PHD Media
Client: HSBC Hong Kong Campaign: HSBC Paraverse
BRONZE Cymballe
Client: Dah Sing Bank Campaign: Catch It If You Can 3.0
BEST USE OF O2O STRATEGY
GOLD
Ogilvy Hong Kong, PHD Hong Kong
Client: PayMe by HSBC Campaign: Hong Kong’s Laisee
SILVER
Wunderman Thompson Hong Kong, PHD Media
Client: HSBC Hong Kong
Campaign: HSBC Paraverse
BRONZE
iProspect
Client: SHISEIDO HONG KONG
Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE
BEST USE OF PROGRAMMATIC
GOLD
Wunderman Thompson Hong Kong, PHD Media
Client: HSBC Hong Kong
Campaign: HSBC. No.1 Buy Now Pay Later campaign
SILVER
Dentsu X
Client: Ocean Park Hong Kong
Campaign: Unlock the Halloween Parkaverse Campaign
SILVER
Xaxis Hong Kong, Mindshare Hong Kong
Client: Delivery Hero Food Hong Kong
Campaign: foodpanda Quarantine Hotel 2022 Campaign
BRONZE
Vpon HK
Client: Tam Jai International Campaign: Why not loving both ?
WWW.MARKETING–INTERACTIVE.COM 48 MARKETING HONG KONG JUNE 2023
BEST IDEA – PUBLIC AWARENESS
GOLD
Omelette
Client: Royal Canin
Campaign: Take Your Cat To The Vet
SILVER
Saatchi & Saatchi
Client: New World Development Campaign: Share for Good
BRONZE
GREY Hong Kong, PHD Hong Kong
Client: HSBC Hong Kong Campaign: 18 Cheering Hub
BEST IDEA – SOCIAL MEDIA
GOLD
Leo Burnett Hong Kong
Client: DBS Bank (Hong Kong)
Campaign: Different Kind of Bank
SILVER
Narrow Door
Client: Hawley & Hazel Asia Investment Campaign: Darlie – Smile to Connect
BRONZE
Noiseless Design, Zenith Media, XDCG, Strategic Venture
Client: Hang Seng Bank Campaign: Project Hazel
BEST USE OF SOCIAL MEDIA
GOLD
Hardchi Creative
Client: MTR Corporation
Campaign: East Rail Line Cross Harbour Extension Branding Campaign
SILVER
The Bridge Agency, Madkids Communications
Client: Tam Jai International
Campaign: Duck Blood Returns
BRONZE
Vibes, Wavemaker
Client: PrimeCredit
Campaign: TFK x JFFT Small Loan Social Campaign
BEST IDEA – LAUNCH/REBRANDING
GOLD
Durian HK
Client: Reckitt Benckiser Hong Kong
Campaign: 001 Of Durex, Durex 001 Launch Campaign
SILVER
Hardchi Creative
Client: Bossini Enterprises
Campaign: Hong Kong Tee Campaign
BRONZE
PRIZM Group
Client: Danone Nutricia Early Life Nutrition (Hong Kong)
Campaign: Cow & Gate Club Digitalization Initiation
WWW.MARKETING–INTERACTIVE.COM 50 MARKETING HONG KONG JUNE 2023
BEST USE OF CONTENT
GOLD
Omelette
Client: Royal Canin
Campaign: Take Your Cat To The Vet
SILVER
Hardchi Creative
Client: Ngong Ping 360
Campaign: Crystal+ Grand Launch Campaign
BRONZE
Naughty Things Creative
Client: FORTRESS Hong Kong
Campaign: FORTRESS x RubberBand Branding Campaign 2022
BRONZE
Omelette
Client: Oriental Watch Company
Campaign: Take Your Time to Rediscover The City
BEST USE OF DATA/INSIGHTS
GOLD
OMD Hong Kong
Client: McDonald’s Hong Kong
Campaign: McDonald’s Global first GA4 Predictive Audiences Activation
SILVER
Ogilvy Hong Kong, PHD Hong Kong
Client: PayMe by HSBC
Campaign: Hong Kong’s Laisee
BRONZE Assembly
Client: Blue Insurance
Campaign: The Blue Ocean Project
BEST USE OF CRM
GOLD
PRIZM Group, DDB Group Hong Kong
Client: McDonald’s Hong Kong
Campaign: McDonald's Digital Transformation Chatbot Activations
SILVER
Cymballe
Client: Nan Fung Group
Campaign: Green Explorer
SILVER
DigiSalad Solutions
Client: Eagle Property Management (CP)
Campaign: New LP Club Loyalty App – Happy Shopping Formula
BRONZE
Cymballe
Client: The Hong Kong and China Gas Company
Campaign: Towngas 160th Anniversary Grand Lucky Draw Campaign
BEST USE OF DIGITAL SOLUTION
GOLD
We Glow HK, Mosaic Digital, Echo Picture
Client: NARS Cosmetics Hong Kong
Campaign: NARS POWERICON NFT Campaign
SILVER
Omnichat
Client: Watsons Hong Kong eShop
Campaign: Watsons Here For You
BRONZE
PRIZM Group
Client: Sun Life Hong Kong
Campaign: Sun Life Hong Kong – Loyalty & Community Architecture Technovation
WWW.MARKETING–INTERACTIVE.COM JUNE 2023 MARKETING HONG KONG 51
BEST USE OF GAMIFICATION
GOLD
Durian HK
Client: Mead Johnson Nutrition (Hong Kong)
Campaign: Mead Johnson A+ Baby Group Is Out!
SILVER
Ogilvy Hong Kong, PHD Hong Kong
Client: PayMe by HSBC
Campaign: Hong Kong’s Laisee
BRONZE Cymballe
Client: Hysan Marketing Services
Campaign: Little Monster E-lab
BRONZE
Pontac
Client: SHISEIDO HONG KONG
Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE
BEST USE OF VENUE
GOLD
MakeItLoud, Boxing Promotions
Client: Cityplaza Hong Kong
Campaign: Monster Inc. Merry GIFTmas
SILVER
EssenceMediacom
Client: Cartier
Campaign: The Culture of Design Multisensory Experience
BRONZE
Hardchi Creative
Client: Tam Jai International
Campaign: Tam Jai Jeh Jeh Speaks Exhibition
BEST IDEA – PUBLIC RELATIONS
GOLD
Hardchi Creative
Client: MTR Corporation
Campaign: East Rail Line Cross Harbour Extension Branding Campaign
SILVER
The Bridge Agency
Client: Tam Jai International
Campaign: Tamjai Yunnan Mixian "Dream Comes True 2022"
BRONZE Society
Client: Tam Jai International
Campaign: Why not loving both?
BEST IDEA – CORPORATE SOCIAL RESPONSIBILITY
GOLD
Hardchi Creative
Client: Heep Hong Society
Campaign: Autism Awareness Week
SILVER
Omelette
Client: Royal Canin
Campaign: Take Your Cat To The Vet
BRONZE
CruiSo Digital Solutions
Client: CSL Mobile
Campaign: CSL Mobile x M+ "Reshaping the New Art Tech Experience"
WWW.MARKETING–INTERACTIVE.COM 52 MARKETING HONG KONG JUNE 2023
BEST IDEA – CUSTOMER ENGAGEMENT
GOLD
Leo Burnett Hong Kong
Client: Cathay Pacific Airways
Campaign: SeFun’s in the Air
SILVER
Mindshare Hong Kong, GroupM Nexus
Client: Midland Realty
Campaign: VR Property Tour
BRONZE Hardchi Creative
Client: Tam Jai International Campaign: Tam Jai Jeh Jeh Speaks Exhibition
BEST USE OF OUT-OF-HOME
GOLD
Saatchi & Saatchi
Client: HSBC Hong Kong Campaign: Open to Art
SILVER
Dentsu X, Hivestack
Client: Ocean Park Water World Campaign: Water World Go Splash Summer Campaign
BRONZE
AIR Concept, AnalogFolk Hong Kong
Client: Hong Kong Disneyland Campaign: Momentous Nighttime Spectacular
BEST USE OF REAL-TIME MARKETING
GOLD
EssenceMediacom
Client: Uber Hong Kong
Campaign: Go your way, Live your way
SILVER
Yello Marketing
Client: Hong Kong Billiard Sports Control Council
Campaign: Hong Kong Masters 2022
BRONZE EY Mtel, The Bridge Agency
Client: Tam Jai International
Campaign: Tamjai Souper Hero NFT
BEST IDEA – MOBILE MARKETING
GOLD
Mindshare Hong Kong, GroupM Nexus
Client: Midland Realty Campaign: VR Property Tour
SILVER
Pontac
Client: KIEHL'S Campaign: CAMP KIEHL'S
BRONZE
Pontac
Client: SHISEIDO HONG KONG
Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE
WWW.MARKETING–INTERACTIVE.COM JUNE 2023 MARKETING HONG KONG 53
BEST IDEA – BRANDED CONTENT
BEST USE OF INTEGRATED MEDIA
GOLD
Saatchi & Saatchi
Client: HSBC Hong Kong
Campaign: Open to Art
SILVER
Narrow Door
Client: SHISEIDO HONG KONG
Campaign: SHISEIDOVERSE: 150 YEARS TO THE FUTURE
BRONZE Hardchi Creative
Client: Tam Jai International
Campaign: Tam Jai Jeh Jeh Speaks Exhibition
GOLD
Saatchi & Saatchi
Client: HSBC Hong Kong
Campaign: Open to Art
SILVER
Durian HK
Client: Reckitt Benckiser Hong Kong
Campaign: 001 Of Durex, Durex 001 Launch Campaign
BRONZE Hardchi Creative
Client: Bossini Enterprises
Campaign: Hong Kong Tee Campaign
BEST IDEA – EVENTS
GOLD
Hardchi Creative
Client: Heep Hong Society
Campaign: Autism Awareness Week
SILVER
Saatchi & Saatchi
Client: HSBC Hong Kong
Campaign: Open to Art
BRONZE
Sunny Idea
Client: Oatly Hong Kong
Campaign: Oatly Taste-Tea Art Fair
BEST IDEA – PARTNERSHIP/SPONSORSHIP
GOLD Hardchi Creative
Client: Citygate Outlets
Campaign: "WOOD" You
SILVER
Saatchi & Saatchi
Client: HSBC Hong Kong
Campaign: Open to Art
BRONZE
CruiSo Digital Solutions
Client: CSL Mobile
Campaign: CSL Mobile x M+ "Reshaping the New Art Tech Experience"
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