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AOTY HK series: Independent Agency of the Year 2017

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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: ANONOwned by: IndependentHeaded by: Simon Handford/Sandy Chan, co-foundersIt’s been another strong year for ANON as it snatched the top spot once again in the independent category.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.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.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 give clients access to all creative resources to nurture a collaborative environment.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: PRIZMOwned by: IndependentHeaded by: Jeffrey Hau, co-founder and directorA silver winner in the Independent Agency of the Year, PRIZM also took bronze for Social Media Agency of the Year.PRIZM provides a full suite of digital marketing services that helps its clients to lift brand awareness, increase engagement with consumers and boost sales.Among its clients are L’Occitane, Watsons Water, Pacific Coffee, Ngong Ping 360, China Mobile Hong Kong and Chow Sang Sang.To arouse awareness of the use of the rPET bottle for a sustainable environment, Watsons Water launched a series of social media campaigns with the assistance of PRIZM last year, including “Find your previous life” and the “Flip bottle challenge”.Both campaigns focused on humorous and creative content, using influencers collaboration and Facebook games to boost engagement and the public’s attention. As a result, it achieved over 1,600,000 video views and 80,000 game participants.Since starting in 2011, its client relationships have always been long-term and sustainable – all its clients have been with the agency for more than three years on average. It also has a working partnership with over 100 local bloggers, YouTubers and illustrators for different collaborations.With a total number of 140 staff, it has opened a new 12,000 square foot office with a recreation corner and free snacks and drinks supply.Bronze: X Social GroupOwned by: IndependentHeaded by: Samuel Lam, co-founderEstablished in 2013, X Social Group is a crossborder digital agency which provides digital and social commerce solutions in Hong Kong.X Social describes itself as specialising in Chinese social media marketing, social intelligence, KOL marketing, social CRM, crossborder marketing, data management, and more.Last year, it added 25 new accounts to its portfolio, including Bank of Communications China, Priority Pass, Fresh Hong Kong, Kowloon Shangri-La, Octopus Cards, and UK-based fashion house Jack Russell Emporium.Last September, the company and Mega-info Media reached a global partnership agreement to develop the high-speed rail advertising network in China.On the employment front, the agency has grown its 69-person team to over 100, and has an exceptionally low staff turnover rate of 6%.Last year, former OMG Hong Kong CEO Jackson Kwok joined X Social Group’s subsidiary X Horizon as president.To attract talent, the company says it does not believe in poaching because it will lead to more poaching, which affects all agencies in the market.Finalist: MtelOwned by: IndependentHeaded by: Willy Wong, CEOEstablished in 1999, Mtel is a Hong Kong-based digital solutions provider with branches in Guangzhou and Taipei.The agency works closely with more than 60 brands, including Swire Resources, Citibank, Hang Seng Bank, Coach and Manulife, just to name a few. It aims to pursue continuous improvement in products and processes, and to leverage iBeacon, omni-channel and the internet of things to deliver comprehensive products for enterprises.In one of its remarkable works, Mtel launched a new feature – order and pay ahead – for Starbucks’ mobile app. App users across Hong Kong, Macau, Malaysia, Taiwan, Thailand and Singapore can place orders and pay for their drinks and food in advance, and pick up their orders at their chosen store.The new feature allows customers to choose a store from a map view, browse, select and customise beverage and food items, including the option to modify the size, the number of espresso shots and dairy selections, view the estimated pick-up times, and pre-pay for the order – all within the mobile app.Finalist: WHAZZUPOwned by: IndependentHeaded by: Adams Chow, directorAlongside a silver award for Boutique Agency of the Year, WHAZZUP is a finalist for Production Agency of the Year and Independent Agency of the Year.The agency has been active in handling video production, including concept development and pre and post-production.The seven-person team won six pitches out of eight in 2016.One of the key projects in 2016 was FWD’s "savie" insurance plan in which customers can suspend and resume their premium payments anytime with no charge.To promote the launch, WHAZZUP created music videos with local hip hop duo FAMA for a tailor-made theme song for FWD. The agency also created visual designs and street activation activities to engage the younger generation.It counts Starbucks, Hong Kong Jockey Club, Sun Hung Kai Properties, FWD, and more, as key clients.As a boutique agency, WHAZZUP says it has a flat organisational structure which enables its staff to respond to clients’ needs swiftly.Last year, the agency had a staff turnover rate of zero.

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