Pong and Wong to form Two Hundred

Hong Kong - Christine Pong, former group creative chief for DDB has partnered with Derek Wong, former creative director from DDB, who left the agency a fortnight ago, to set up a creative agency called Two Hundred.

Pong (pictured), who boasts 28 years of creative experience in 4A's agencies, said she started feeling detached from creativity some two years ago having spent more time in administrative work instead of engaging directly with clients and in touch with consumer needs.

Derek Wong, who started as a writer and serves as creative director at DDB for the past 10 years, shared similar sentiments.

He said the traditional agency structures were restrained by internal communications and procedures that restricted creativity from playing an active role in long term brand building.

The duo have decided to set up their own agency called Two Hundred, meaning each will give 100% and be directly involved in helping marketers to build their brands and connect with consumers.

Pong explained the traditional role of agencies is a passive role of taking briefs from clients but she said creatives should be interacting with clients and actively involved in formulating a brief to create integrated campaigns.