AOTY HK series: Innovative 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.Gold and Local Hero: ANONOwned by: IndependentHeaded by: Simon Handford/Sandy Chan, co-foundersIt’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.Silver: IsobarOwned by: Dentsu Aegis NetworkHeaded by: David Jessop, managing director2016 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 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.Silver: MirumOwned by: WPPHeaded by: Win Mak, CEOAnother 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.Bronze: Accenture Interactive, Greater ChinaOwned by: AccentureHeaded by: Jason Chau, head of Accenture Interactive in Greater ChinaWith 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-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.Finalist: mcgarrybowen Hong KongOwned by: Dentsu Aegis NetworkHeaded by: Simone Tam, Greater China CEOIt’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.