DDB Hong Kong promotes Adrian Tso to head of strategy

DDB Hong Kong has promoted group strategy director Adrian Tso to head of strategy. In his new role, Tso will continue to lead the agency’s strategy team, focusing on the agency's output and driving effectiveness for clients. He will also focus on delivering insights for clients across the board by integrating DDB’s in-house data offering into the strategic process, as well as spearheading the agency’s brand strategy and design offering, which the agency says has seen significant growth in the past year, particularly in the fintech and crypto space.

Tso joined DDB Hong Kong in May 2015 as senior planner. Prior to his latest promotion, he was group strategy director from July 2019 to March 2022, according to his LinkedIn. In the early stage of his career, Tso worked for brand agency The Brand Union, which was renamed Superunion in 2018. In this position, Tso was closely involved in all stages of the branding process, contributing to the development of brands across a broad range of industries, locally and internationally, with a strong focus on financial services and real estate developers.

"Our mandate is simple – to drive effectiveness. In a world of consumerism, effectiveness comes in many forms. Of course, they can move hearts and win minds to their own end, but at the same time, the platforms they command and the influence they possess can nudge the national conversation, if not outright steer it," said Tso.

Andreas Krasser, CEO of DDB Hong Kong, also addedd, “Tso is analytical and creative at the same time, but what I admire about him most is how much he cares. There is literally no brief he doesn’t feel passionate about – once he sinks his teeth into a problem, he is 200% committed to solving it. I am super happy for Adrian and can’t wait to see what he achieves in his new role.”

DDB Hong Kong has been working on several projects in the city. Last year, it partnered with Gay Games Hong Kong (GGHK) to promote the 11th Gay Games to be held in Hong Kong between 3 to 11 November 2023. Both organisations offer a glimpse of things to come with the release of their campaign teaser video this week.

The teaser video, “Everyone gets ready to come out for the games”, builds excitement for the event, offering a sense of what a celebration the Games will be for the city, and for thousands of people from a variety of ethnicities, sexual orientations, religions, gender identities, ages, abilities, and backgrounds from across the globe.

Reflecting the festive nature of the Games that celebrates “unity in diversity”, the teaser clip kicks off a two-year campaign that is aimed at raising awareness, deepening understanding, and building community support for the Games – both locally as well as internationally.

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