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AOTY HK series: Content Marketing Agency of the Year 2017

For the entirety of June, Marketing will be putting the spotlight on each of the category winners at the Agency of the Year Awards 2017 Hong Kong. A new category – including an overview of the winning agencies – will be featured every day, going from A-Z.

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Gold: Ogilvy & Mather Hong Kong
Owned by: WPP
Headed by: Katryna Mojica, CEO

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 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, Langham , 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 ofmore than HK$5 million, with hundreds of press coverage locally and around the world.

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Silver: BBDO Hong Kong
Owned by: Omnicom Group
Headed by: Tze Kiat Tan, CEO of Greater China

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 – theagency 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.


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

For their efforts in content campaigns such as Whisper’s ‘Flexfoam’ – 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 to create 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 they have been responsible for.


Bronze + Local Hero: Beyond Digital Solutions
Owned by: CMRS Group
Headed by: Barry Lau, group director

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 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.F_Fimmick_team_1

Finalist: Fimmick
Owned by: Independent
Headed by: Willy Lai, co-founder and business director

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.

Their impressive portfolio includes both 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 full function 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 is welcomed to join the internal “Lunch with Management” and “Dialogue with CEO” programs where they can chat freely with the 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.

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