HK’s client pie: A slice toward integration or specialisation?

Breaking down silos has long been a priority for marketers and agencies - but in today’s climate, it’s become a necessity. As Hong Kong’s marketing landscape evolves under the pressures of shrinking budgets and heightened ROI demands, brands are forced to rethink their agency partnerships.

This is also reflected in the recent mergers and acquisitions within the ad agency world, such as WPP's decision to move Grey under Ogilvy, Omnicom’s ongoing acquisition of Interpublic Group, and a potential M&A deal between Accenture and WPP.

Don't miss: WPP moves Grey under Ogilvy in creative agency shakeup

While full-service agencies offer the convenience of an integrated approach - covering everything from strategy and creative to media and performance — specialist agencies bring deep expertise in niche areas such as SEO, influencer marketing, content creation, or data analytics.

Once again, the industry finds itself at a crossroads: Should they opt for the integrated approach of full-service agencies, or the precision of specialist partners? Industry leaders MARKETING-INTERACTIVE spoke to are deeply split - and the divide reveals a market in flux.

Industry observations

Penny Chow, COO, IPG Mediabrands Greater China said the agency is seeing a clear shift toward integrated models as clients are looking for agencies that not only deliver ideas and execution but can also connect strategy, data, media, and creative under one roof.

"Especially in today’s uncertain economy, many brands prefer partners who can simplify complexity and drive performance. At IPG Mediabrands, we see the OneMB model - where media and creative work hand in hand - as a response to that need for strategic cohesion and business results," she added.

In Hong Kong’s fast-paced, mobile-driven market, clients increasingly favour integrated agencies for cohesive, data-driven campaigns that reflect a clear trend toward integrated, full-service agencies as clients seek to navigate an increasingly complex marketing ecosystem, according to Derek Yip, COO, OMG Hong Kong.

"While specialist agencies remain relevant for tactical, platform-specific expertise such as programmatic or influencer marketing, clients are increasingly consolidating partnerships with agencies that offer deep specialisation within an integrated framework," he added.

Tom Kao, CEO, Publicis Groupe Hong Kong, said clients are leaning towards full-service agencies rather than working with multiple specialist agencies across the communications spectrum.

However, the situation is not that clear, he added. “Many clients are still working with specialist agencies that may offer deeper expertise, targeted solutions and flexibility. On the other hand, there are also many other clients who appreciate the benefits of integration, streamlined process, and cost effectiveness.”

When it comes to procurement lead pitches, Andrew Cawte, CEO, Havas Media Hong Kong said he is still seeing separation between creative and media. "Although full-service pitches are still in the minority, we are often able to introduce additional services once a client is onboard or build towards a full-service situation through multiple pitches across disciplines."

While full-service and specialist agencies offer different expertise, marketers prioritise how well agencies collaborate with in-house teams to meet business objectives, said Shufen Goh, APAC president of MediaSense and former principal at R3, adding that the agency’s structure still matters, but what matters more is the agency’s ability to collaborate.

Agency and brand fit go beyond structure or capabilities. The real difference lies in collaboration.

She added:

"Brands seek partners who break down silos, work transparently with shared metrics, and keep pace with evolving business needs. Whether integrated or specialist, the best agencies align with both brand and performance goals - and adapt as those goals change."

Which industries are more inclined to opt for full-service agencies?

Regardless of the industries they’re in, brands focused on building long-term brand equity while simultaneously driving performance metrics are inclined to more integrated approaches, said Chris Reitermann, president, WPP China and Ogilvy Asia Pacific and Greater China.

“That being said, clients in asset-rich industries such as retail, beauty and FMCG are keen to integrate faster because that would bring more savings and efficiency,” he added.

While FMCG and retail were early adopters of integration, IPG’s Chow said now even more traditional or regulated industries are following suit. “Across our portfolio, we’ve seen digital-first and performance-led brands increasingly demand tighter coordination between creative and media to shorten feedback loops and improve efficiency.”

Beyond that, financial services and tourism sectors strongly prefer integrated solutions due to their complex consumer journeys and the need for cross-channel consistency, said OMG’s Yip. “Financial services demand unified strategies that blend trust-building creativity with performance media.”

Small and medium enterprises in Hong Kong, constrained by resources, also favour integrated agencies to maximise efficiency, he added. “Tech and gaming sectors may lean toward specialists for platform-specific campaigns, but even these clients increasingly seek agency’s holistic approach for GBA expansion.”

In general, industries where speed, personalisation, and seamless omnichannel experiences are non-negotiable are leading the charge toward integration, according to Connie Chan, chief growth officer, APAC, Stagwell.

“For them, a single partner who can align brand storytelling with performance marketing - powered by real-time data - is a fast track to results. While highly regulated or niche sectors may still rely on specialists, they are leaning into hybrid models that offer tighter coordination and smarter execution,” she added.

Factors to consider

Sometimes, integrated or siloed approaches aren’t strictly tied to full-service or specialist agencies, said MediaSense’s Goh. "Holding companies may have gaps or broad resources, while specialists offer deep expertise but limited scope. The choice depends on finding the right fit for the brand’s needs."

Results come from the synergy between client and agency, not structure alone, she added. “Success depends on effective collaboration, shared goals, and seamless alignment. A tailored, rigorous process spanning both media and specialist partners, combined with strong in-house governance, ensures those partnerships deliver.”

After all, the true test in agency selection is how well partners keep pace with change, she said. “As AI and other technologies continue to reshape the landscape, agencies must remain curious and agile, staying tuned in to emerging trends and prepared to adapt to evolving brand needs.”

Meanwhile, efficiency or strategic coherence are natural reasons when brands opt for a streamlined agency model with current economic uncertainty, said WPP’s Reitermann.

“However, integration doesn’t mean you can only work with one agency or rule out specialised agencies. Best-in-class integration model requires partnership from both sides and consistency throughout the process – akin to what we’ve developed for TCCC with WPP Open X.”

Apart from speed and brand coherence, OMG’s Yip said data integration and scalability also influence advertisers in selecting integrated solutions. “Integrated campaigns achieve higher brand recall and conversions compared to siloed efforts, per industry benchmarks, due to streamlined execution and unified data. Specialists may optimise specific channels but struggle to deliver full-funnel impact.”

This fragmentation isn’t just a strategic challenge - it’s a growing operational burden for brands. Speaking from a broader perspective, Cawte highlighted the mounting pressure on clients who now juggle multiple agencies across media, creative, content, social, influencer, affiliates, SEO, CRM, UX, CRO, and events - each vying for influence, often with competing priorities.

"It must be exhausting,” he noted. “What we offer is a single account management team working across all disciplines and a single strategy team ensuring a common strategic thread running through everything that we do. Inevitably this results in joined-up thinking, more effective work and a simpler life for the client."

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