Meet the CEOs: Grey Group Hong Kong's Duffy Lau

Duffy Lau (pictured), general manager of Grey Group Hong Kong, first dipped his toes in the advertising field as an account executive at McCann Worldgroup, where he garnered experiences and skills to handle local clients, especially the competitive supermarket brands.

What fascinates Lau most about advertising is how it can be something serious, but it can also be fun, engaging and exciting, and that has kept him in the industry for over 13 years.

Lau said that valuing and respecting the individual leadership of everyone in the team is crucial. Now as an agency leader, he believes that working together and supporting each other like family is the key to collaborative success.

Find out more about Lau's journey in advertising thus far and who inspires him.

MARKETING-INTERACTIVE: What was your first job?  

My first job was as a business development executive in a local media startup Hotmob. The team was small at the time, and I had to do almost everything from account servicing to business development. Although my time there was short, I got a good idea of the advertising world, which opened the path to my career in creative agency.

MARKETING-INTERACTIVE: What was your first role in advertising? 

I started my advertising career in 2009 at McCann Erickson. It was a hectic yet rewarding one and a half years where I earned substantial local advertising experiences with some of the fastest-paced marketing clients in Hong Kong – for example, competitive supermarket brands.

MARKETING-INTERACTIVE: What was your first impression of advertising?

Advertising is something serious that can change culture, but at the same time, it's fun, engaging and exciting – this has been my impression since my first encounter from my early days in college. Only a handful of industries can offer both, which is probably why I stepped into advertising.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most and how? 

My good friend and lifetime mentor Anjali recruited me into GREY and was alongside me for some important and precious years, giving me the best support and guidance possible.

I learnt a lot from her about how to be an approachable leader, one that your team looks to you when they face any challenges.

She also guided me in building my leadership style, growing talent, managing a business and operating an office. Although she now lives at the other end of the world, we still manage to keep in close contact as we are only a phone call away.

MARKETING-INTERACTIVE: What's the harshest criticism you've received and how did you cope with it? 

I was once told that I made overly subjective decisions at times, which has driven me to push my personal growth to be a better leader. Constructive feedback is always valuable; you don't receive it daily. It only comes when you have a team of talents who take you in as part of the team and wish for collaborative improvements. It's a two-way street, and the group benefits as a whole.

MARKETING-INTERACTIVE: Describe your own management style now as a leader  

With my entrepreneurial spirit, I value and respect the individual leadership of each and everyone in my team. 

Working together and supporting each other like family is the key to collaborative success.

I am of the school of thought that believes in building an encouraging environment and company culture that nurtures and retains talent. We spend so much time together, so enjoying working with your colleagues and having that bond is important.

MARKETING-INTERACTIVE: What's one thing you wished employees understood about being a leader?  

Being a leader is almost the same as being a junior employee – you have to deal with different challenges every day, talk to multiple parties and find solutions, and give your point of view to push things forward.

The key difference is that you must make and implement those decisions to drive the bus and ensure that all issues are resolved and move forward, irrespective of the barriers you face. I guess that is the responsibility factor!

MARKETING-INTERACTIVE: What do you do during your free time?  

Music is an integral part of my life, and I also spend a lot of time in the gym. I am a huge K-pop fan - immersed in this phenomenal culture. I even initiated a regional campaign with Korean girl group Girl's Generations for an FMCG client. Don't be surprised to see me at the Clockenflap festival dancing moments after bumping into me at the gym!

MARKETING-INTERACTIVE: Where do you find your inspiration?  

Reading is always inspirational to me, and it opens all kinds of channels to receive information. Meeting new people from outside the advertising social circle is also a favourite way for me to get other glimpses of the world – getting different people's perspectives on the same thing always amazes me.

MARKETING-INTERACTIVE: If not in advertising, where would you be?  

I would probably find myself in the entertainment industry; managing celebrities and hosting shows would be something that interests me.

I like bringing people together, creating synergies, presenting interesting ideas, and making an impact. Anything that allows me to do those things as a life-long pursuit would be worth devoting my time to.

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?  

Be open, be curious, and be passionate. What we get most out of advertising is satisfaction, and only when you're fully devoted to your work. Of course, you will sometimes find it tedious and frustrating as creative work doesn't have one defined path, it takes time to discuss and refine. But that is also what keeps it exciting. If you keep an open mind, you will often discover the beauty and joy of working with creative minds.

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2023?  

I would like to see the advertising industry more closely connected with the daily life of everyone in society.

TV and print advertisements were once the hot topics in town, greatly influencing people's lives in Hong Kong. Now with the rapid changes in media behaviour and the web overwhelmed with information, advertisements have at times become more accessible yet also less relevant. I wish to see people talking about advertisements again as if they are integral to their lives.

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