5 boutique agencies in HK that excelled in marketing consulting

Agencies play a huge role in making or breaking campaigns. Compared to industrial giants in the field, boutique agencies that are equipped with agility and quick response to the market more often help businesses gain market-penetrating insights, as well as helping brands achieve their goals or unlock their full potential. 

At the same time, consultancies such as GAIA have crept into the advertising scene, breaking boundaries by creating their own boy band "The Seniors" for clients' campaigns instead of going with the mainstream artists. Agencies, therefore, know the need to beef up on areas that matter to clients, such as data and analytics as well as technology. 

To find out how these agencies differentiate themselves to become capable consultants for their clients, we looked at our Agency of the Year 2022 Hong Kong results to pick the agencies that aced the consulting game. Listed in alphabetical order, the following are the top five boutique agencies in Hong Kong that had excellence performance in helping brands launch top-notch campaigns with their simple yet effective business models, and flexible in adapting to the changing needs of consumers in the ad industry.

1. 3T6B

Founded in 2019, 3T6B is a technical creative agency specialising in brand experience, content marketing and digital solution. The agency brings cross-functional storytellers together based on fully understanding what its clients need under a transparent and enjoyable communication. 

By merging innovation in design and in technology, it crafts in-house strategic concepts and creative stories with digital experiences and expert data analysis. With a belief in deep understanding of current and emerging technologies, it aims to offer a powerful immersive digital presence to brands. In 2021, the agency served more than 30 clients and its clients’ digital engagement was 80% up, social media platform subscription was over three times the original and KPI was improved over four times.

Leveraging its expertise in brand experience and content marketing, the agency has put forward three large campaigns namely “Every Court Counts”, “Powered By You” and “Celebrate The Greatness” in 2021. In response to the weak market during the pandemic, it lined up influencers for each campaign by segmented marketing instead of blindly reaching out to pop stars and achieve sky-high figures. Its choice depends on the compatibility of the influencer and the brand. "The team has demonstrated excellent skills in budget control and executed highly efficient bidding strategy so that our KPI could be met in a tight schedule. The team has also given valuable advice and provided solution to the problems of social media, such that he services concerned has been accomplished smoothly and satisfactorily," said Gigi Ng, marketing manager, Foot Locker Hong Kong. 

On the other hand, 3T6B launched its own digital content hub, providing diversified content to audience and its subscribers grew 150% in 2021. Its publication had been collaborating with Sony Music HK, HKIFF, Eslite bookstore and Central Market. 3T6B believed that they were not only creating a product, but a partnership. Therefore, it collaborated with NGOs and social enterprises to create the very first visually impaired photo exhibition in Hong Kong with sight feeling, aiming to hook up those who are in need of awareness with those who have the heart to appreciate the efforts of small businesses.

2. GAIA

Established in Hong Kong by a group of elite marketing and creative professionals, GAIA is a boutique agency that carries knowledge and extensive experience in 360 integrated creative solutions, including but not limited to marketing strategy, advertising, social media strategy, digital promotion, branding and graphic design, amongst others. It strives to explore and create better options for clients to attain their marketing goals with creativity and good vibes.

During 2021, GAIA has broken the standard and conservative image of the retirement market. While many large brands were hiring mainstream artists such as MIRROR to be their endorser, GAIA created its own mature boy band - "The Seniors" for The Hong Kong Mortgage Corporation's (HKMC) Retire 3 branding campaign, of which the target audience of the campaign is 50+. The band also created a sense of coolness and trendiness even though people get retired. The strategy with all-rounded communication materials successfully rejuvenated the conservative image of HKMC retirement solution, aroused the public’s awareness and reinforced the market leader position of HKMC.

Apart from its ambition to expand its impact in the industry, the agency also identified the critical positions that its team lacked and underwent a thorough process for the right character and personality to join the company. Creating a harmonious working environment is one of its biggest goals, "We don’t treat our staff as just workers; they are our tight-knitted family with the same goal and drive," the company said. 

3. The Bridge Agency

With merely a small team of five, The Bridge Agency prides itself on being a unique, hybrid boutique PR agency. Believing in quality over quantity with its personnel, The Bridge Agency establishes its success on three clear principles, including work with great brands, hire smart people and perform great work.

With a compact and agile team, The Bridge Agency claims itself to be flexible and nimble where creative ideas flow fluidly and get communicated rapidly with clients to align with its changing strategies. It blend creativity and ground-breaking executions with the strategic savviness of a PR agency, while maintaining the core integrity and expertise of a traditional PR firm.

Back in 2021, the agency also established a new relationship with AiR Metaverse as its official PR agency, stepping out of its comfort zone within the lifestyle and entertainment area, and foray into the fintech media world. At the same time, it also continues to leverage its creativity to run virtual and physical events for clients, such as TamJai International. 

The agency is also more open to working with new influencers such as KOLs and celebrities. Though coverage from traditional media may not be guaranteed, innovative influencers are more willing to pioneer other engagement practices to generate awareness and buzz. The agency believes that an omni-channel approach to communications is the only effective way of reaching broad audiences. For the Disciples Escoffier Professional Diploma by Towngas, the agency offered a complimentary course for Janis Chan, Christine Kuo and Gigi Leung in exchange their appearance at events and social media postings. Leung ended up attending a media event and uploaded 10 entries on social media throughout the course. 

4. Wasabi Creation

Established in 2000 in Hong Kong by Ruby Wan and Sano Teruaki, Wasabi Creation provides a full range of marketing communication services to assist corporate clients in building reputations and achieving business goals. The agency tailor-makes innovative ideas and share its media relationships with clients for driving positive publicity.

The name Wasabi, an inevitable accompaniment of Sushi to bring out the best taste of food, symbolises its mission to bring out the very best of its clients’ businesses. It is a creative and all-around marketing communications consultancy that helps to spice up brands' business.

With existing client including shopping malls under Sun Hung Kai Properties, YATA department store and YADF, Wasabi Creation has gained new clients such as Nissin cup noodles museum, The City University of Hong Kong, amongst others in 2021. 

As for the Nissin cup noodles museum campaign, Wasabi Creation launched 360-degree content PR promotion, opening event planning, on-site live feed, celebrity line-up, guest invitation and management, as well as media and KOLs engagement. The museum achieved intense booking with nearly 20,000 guests. There were 400 pieces of media coverage with 60 KOLs visit.

5. Zlashy

Zlashy is a mission-driven creative digital agency and consultancy in Hong Kong specialising in digital innovation, transformation, and experience. With a team of 19 members, Zlashy put its focus on providing clients with more customised services by helping them identify their market niche and fill in their business white space opportunities. Compared to industrial giants in the field, its agility and quick response to the market more often help businesses gain market-penetrating insights.

The agency also has focused resources on the FS, retail and properties industries which help it centre its work on higher quality branding, strategic and creative projects. Furthermore, its service process is designed to direct its attention to innovating new, more creative ways to get things done.

Zlashy’s key clients are Vans, Nespresso, FTLife, Swire Properties, Bank of China, amongst others. During the same year, Zlashy acted as Swire Properties' brand consultant, digital strategist and data analyst to enable exclusive digital experiences for Swire properties TA and created synergy between malls in its membership system.

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