SUBSCRIBE: Free email newsletter




Former OMD, Dentsu execs set up new creative shop

Former OMD Hong Kong’s chief growth officer Roid Sin (left) and Dentsu’s former executive creative director Albert Wong opened their own creative agency named “FAQ Comms” last month.

As a veteran in the media industry, Roid Sin said he looks to inject his media expertise into creative strategy and process in the new company in today’s dynamic marketing scene.

Sin has spent the past six years at OMD group where he has held the CEO and CGO position. Meanwhile, Wong has worked for Dentsu Hong Kong for more than 10 years.

Sin explained that the company’s name, FAQ – literally meaning “frequently asked questions”, is easy to remember and also represents the newly-founded agency’s motto – always ask questions and keep learning new things in an ever-changing world.

Just a month after it was established, FAQ Comms has already won its first assignment through a pitch – Taipan snowy moon cakes.

FAQ Comms was tasked with launching Taipan’s 2017 mid-autumn festival campaign with a series of nine mini stories, echoing the launch of its redesigned gift boxes.

The campaign consisted of nine videos hinting that there is a variety of strong characters surrounding us and thus choices are needed to best accommodate a spectrum of preferences.

“We believe gift-giving should be joyful and meaningful for both givers and recipients, so even for mid-autumn festival, we are committed to providing more variety to suit everyone’s preferences,” said Pauly Lo, marketing manager of Tai Pan Bread & Cakes Co Ltd.

“This year, our goal is to expand the gift-giving segment. As a result, we would like our campaign to associate thoughtful gift-giving with our new gift boxes line-up, while enhancing our leadership stance in the market,” added Lo.

Albert Wong, co-founder and creative partner of FAQ Comms said the ads are inspired by the idea of “enneagram”, which helped them to quickly set up the scene with a world “that is filled with distinct personalities and to easily pave Taipan’s role for enabling our givers to pick a likable gift with a range of gift boxes.”

“Our creative challenge was to maximise consumer relevance, so we designed all the story settings in daily life situations with nine types of person you would come across around the corner every day. For each Enneagram type, we outlined their characteristics in a crisp and light-hearted manner, the same tone of voice which Taipan has well established in recent years,” said Wong.

The commercials went on air commencing 14 July and spread across terrestrial TV, OTT video and social platforms and out-of-home tv panels.


Client: Tai Pan Bread & Cakes Co., Ltd.
Agency: FAQ Comms Limited
Creative partner: Albert Wong
Managing partner: Roid Sin
Project management director: Vincent Chow
Film production: COT Film
Director: Bowie Yiu
Producer: Henry Kan
DOP: Chung Chi Ming Barry
Post production: The Farm
Music: Wai Wong @ Fun Track Music Ltd.

Read More News