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Ask Jack: The Mike Tyson solution

Jack So is the co-founder and ECD of So Fuk Yu, the mythical Hong Kong agency straight from the pages of Richard Tong’s critically acclaimed series of neon-noir novels. Here, he quells your concerns, solves your problems, and addresses the big issues with uncommon sense. Send your questions to AskJack@marketing-interactive.com for solutions without the sugar coating.


Dear Jack,

Any tips for a good digital strategy?

Binary, Hong Kong

There is no digital strategy, Binary. Just a strategy for a digital world. Try to keep up.


Dear Jack,

No one seems to understand what I’m saying in meetings. What can I do?

Miss Understood, Singapore

You can’t be responsible for what people understand, only what you say. Most meetings are like teaching Urdu to a marmoset. Choose your words carefully, sit back, enjoy the stunning glimpses of the obvious and blinding flashes of averageness that ensues. Know what you bring to the table, and don’t be afraid to eat alone.


Dear Jack,

I’m thinking of joining an agency. Should I apply for a position in the creative department, account management or media?

Intern, Shanghai

Let me put it this way, Intern. Creative makes the ads, everyone else makes the arrangements.


Dear Jack,

What’s the best media for a campaign these days?

Undecided, Malaysia

If the message is right, who cares what screen people see it on? If the message is wrong, what difference does it make? The most important media space is between the ears. Hit ’em there.


Dear Jack,

Is strategy more important than creative?

Tactical, Beijing

Creative without strategy, is art. Creative with strategy is advertising. And everyone thinks they have a strategy until they get punched in the face. Mike Tyson said that just before he got punched in the face. Point is, no strategy survives first contact with the consumer. And if you don’t have a back-up strategy, you don’t have a strategy. It doesn’t trump creative but, without a strategy, your creative goes nowhere.


Dear Jack,

I’ve worked at one company since I joined the industry eight years ago. I’ve been offered a great job somewhere else. Should I take the opportunity, or be loyal to the company that gave me a break?

Furniture, Hong Kong

Loyalty is important, up to a point. It’s worth remembering, however, that loyalty is also the trait most admired and valued when people talk about dogs. Maybe it’s time to unleash your potential.


This article was produced for the October issue of Marketing Magazine Hong Kong. For more features and other magazine-exclusive content from this and upcoming issues, you can subscribe to receive your free monthly print copy here or you can read the digital version in its entirety here.

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