Zero Finance names new brand and marketing director for X Wallet

Zero Finance has appointed Mercer Ng (pictured) as its new brand and marketing director at X Wallet, reporting to the company’s managing director Carlos Chow.

This is a newly created role that positions Ng at the forefront of the company’s marketing initiatives in the rapidly evolving financial technology sector. With his extensive experience and strategic vision, Ng is poised to lead X Wallet by Zero Finance into a new era of growth and innovation. His appointment also marks a significant step forward in the company's commitment to delivering cutting-edge financial services and enhancing user experience.

In his new role, Ng will maintain a comprehensive oversight of all marketing activities, from brand management and marketing communication to planning and measuring performance against budgetary goals. His responsibilities include developing brand strategies, enhancing customer acquisition, and optimising the user experience through data-driven insights.

Ng is committed to repositioning the X Wallet brand within the competitive landscape of innovative financial services, ensuring its attributes resonate with the target audience.

Before joining X Wallet, Ng made significant contributions to Chow Tai Fook Life Insurance Limited, where he led the rebranding project following FTLife’s transformation that enhanced the company’s visibility and elevated the brand’s position in the competitive insurance sector.

He oversaw a team of digital marketing professionals to deliver brand communications and content marketing initiatives, and identify new opportunities and the establishment of strategic partnerships across the Chow Tai Fook Group. Before FTLife, he also helmed various senior roles at renowned corporations such as HKT.

Don't miss: Zero Finance bridges generational divides of wealth in rebranding campaign

Under his leadership, Ng led the team to launch a major rebranding campaign for X Wallet conceived to probe how the definition of true wealth had shifted over time. The campaign showcases the quick-witted exchanges between two outspoken celebrities representing different generations.

Running until the end of August, the campaign includes a video ad that stars a pair of Hong Kong celebrities who in many ways epitomise the personalities of two different generations – Anthony Wong, an icon of Hong Kong cinema, and Denis Kwok, also known as 193, a pop singer and TV personality.

The thematic video kicks off with the battle of the generations already underway. Wong is the worldly-wise, sophisticated don whose views have been shaped by decades of hard-won experience. Kwok, in contrast, is the brash, confident Gen Z poster child with a mind of his own.

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