Maggie Choi: HK creativity still leads Asia

Maggie ChoiSeasoned media professional Maggie Choi has said that Hong Kong remains as strong creatively as anywhere in Asia, but its lead is not sustainable unless it can attract new people into the industry.

Choi, a 25-year veteran of Hong Kong’s media scene, who is chairing the HK4As Kam Fan Awards media jury, said that on the basis of the work she has seen, the territory has no equal in the region – besides Australia and New Zealand.

The former boss of OMD Asia Pacific told Mumbrella: “I still believe that Hong Kong is, relatively speaking, doing ok with regards to creative standards in Asia.”

“Australia and New Zealand are probably ahead in terms of the quality of the creative work. But Hong Kong remains on top of other markets,” she said.

“But I think we face the danger of not being able to push on further, creatively. Either because of the constraints of time and pressure on the day-to-day business to improve, or a lack of training of the younger generation.”

“Hong Kong has not found a way to bring more creative people into the industry. We need new blood to transform the industry into a more ideas-centric business,” he said.

Choi said that the issue could stem from within the culture of agencies in Hong Kong. “Are agencies structured and built in a way that generates ideas that deliver results?” she wondered.

The finalist of the Kam Fan Awards were revealed last night. Choi singled out a campaign by Cheil Hong Kong for Unicef as a stand-out idea.

Cheil combined NFC technology with traditional stickers to create NFC Charity Stickers, turning every donor into a volunteer. The campaign was recognised at Spikes Asia in September.


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