Behind all the gold: Frengers unveils agency secrets to creativity

Producing campaigns that win both consumers' hearts and industry recognition is the goal of many marketers and ad professionals. In this article, Frengers Communications, the creative force behind two gold campaigns in the recent Marketing Excellence Awards Hong Kong 2023 and numerous other award-winning projects, will share its secrets to achieving creative excellence. 

In an industry where the term "creative" has become commonplace, Frengers defines itself as a “people-connecting agency" that observes differences and common ground, creating sparks that turn strangers into friends.

Connecting people with positivity

While it's common for CSR initiatives to use the disadvantages or hardships faced by beneficiary groups as marketing tactics, focusing solely on that aspect might miss another crucial part of the story.  

"We all acknowledge the imperfections in our world and aspire to create a better one. The key is not just understanding 'what the problem is’, but 'how we solve it’. We believe that every NGO or brand with CSR initiatives acts as a change agent, and that's why the hard work behind it tells the most convincing story, connecting people and inviting them to fuel the change together," says Jason Yu, group creative director, the mastermind behind countless trophies for A Drop Of Life. 

Connecting people with conflicts 

Life is too short for…… a bad trip with the wrong companion! That's why, while brands often portray the perfect product usage occasion, we take a different approach. Before customers find the perfect Klook deal for their trip, we help them discover their travel personality to avoid mismatches. "Conflict is a powerful tool for stirring up social discussions. By leveraging cross-channel tactics, we created a series of social content that not only successfully drove engagement and activation but also effectively strengthened Klook's proposition as a worldwide travel experience elevator!" said Abby Chiu, associate creative director and creative lead behind Klook's gold-winning campaign.

Before connecting with consumers... 

Creating a great campaign requires a collective effort from many parties. Communication is always key to ensuring everyone knows what’s going on and where we’re heading. 

"At Frengers, we believe in the power of teamwork, not just within the agency but also among clients, agency, celebrities/KOLs, media, and production partners. Aligning the vision is a prerequisite for bringing a good idea to life and maximising delivery capabilities with finite resources," said Joe Leung, associate account director, and project lead behind the challenging Klook & A Drop of Life campaigns, both involving overseas shoots with KOLs and tight resources.

The secret sauce in connecting people 

"At Frengers, insight always comes first. We believe it is the essence to navigate the ever-changing market environment and stay ahead of consumer trends. It's our secret sauce for baking wave-making campaigns and putting our clients' brands in the spotlight," says Joe Ng, creative partner of frengers communications, which is named as the top wave-making boutique agency in HK.

This article is sponsored by Frengers Communications.