The Forbes Fabulous 50 hyper optimism event

We were the guests of Forbes mag last night at their Fabulous 50 awards at the Four Seasons. There was plenty of optimism in the room as we walked around chatting to some of the smartest survivors in the region.

It was an event fortified with optimism (with apologies to Soyjoy) as everyone had the same reply when asked how their year was: "Great".

30 Awards handed out in about an hour nice work Forbes fast, furious and a good feed.

We also have a quick vid from Matt to go up sometime this morning.

The room at the Four Seasons

Speed networking before the awards start

Matt Eaton HK editor

The time warped press release

It seems the PR folk over at Harris Interactive have gotten a little lazy. Either that or Gregory Novak and George Terhanian have been reincarnated!

Possibly in the hope that no one would notice, or just simply stuck for words, Harris Interactive Asia has lifted a two year old press release for the launch of its Advanced Strategy Lab Asia.

In 2007 Gregory Novak, president and CEO of Harris Interactive stated the following.

"Our opening of this ASL lab in Europe adds another powerful analytical tool to help our clients make better business decisions. It is another example of our strategy to share best practices across our entire enterprise."

Last night Harris in Asia lifted the embargo on its Asia release, revealing the same quotes, but simply changed from Europe to Asia and Gregory Novak to Jamie Lord.

Taking it one step further, Harris didn't even bother to update the wording on what Advanced Strategy Lab actually is.

"A rich, efficient resource for strategic guidance, ASL qualitative sessions are designed in accordance with project objectives and moderated by two research professionals with extensive experience in both the software technology and high-level qualitative moderation skills," both statements said.

Not to be left out, George Terhanian's 2007 comments were given the same treatment, but like the Lord was adapted for the Asia market.

"ASL combines the best benefits of in-person and online qualitative research," stated George Terhanian (and Robert Salvoni), President of Harris Interactive in Europe (Managing Director of Harris Interactive Europe and Asia). "It is a tremendous tool for generating new ideas, insights and understandings and we’re very much looking forward to introducing it to our clients throughout Europe." (they both said).

Advanced Strategy Lab first launched in the US more than 10 years ago making it tough to track down the release, so its hard to say for sure how old these quotes are.

Let's just hope its research projects are not given the same treatment.

Chui Shui Central: Chinese Pills seek bloggers

By Rudi Leung, Director, Communication Planning for Agenda Hong Kong

As blogger engagement has become a "must go" tactic for most advertisers, not so long ago, I predicted someday in the near future, not only the mainstream consumer electronics/skin cares, but also the least likely products such as shampoo or refrigerator would start recruiting bloggers for product trial.

My prediction came true earlier than I expected.

This morning, I received an awkward "invitation" for a blogger trial of this product.



The advertiser is Wai Yuen Tong, a local pharmaceutical company and also Chinese medicine chain. The product recruiting bloggers for trial is da da la da..Wai Yuen Tong's Young Yum Pill!! (sing out loud please).

This is perhaps the most memorable commercial break amongst many local Hong Kongers. Once the jingle of its TV commercial started, it's a challenge for anyone to stop following to singalong.

For your information, this jingle has been growing up with at least three generations of Hong Kongers and was sung by two iconic singers, Adam Cheng and then Hacken Lee. As classic as it is, this TV Commercial was even parodied in a movie of Stephen Chow Sing Chi (the Jim Carrey of the east).

Back to this Young Yum Pill "blogger recruitment" activity, as I was bombarded by this TV Commercial for years, my perception of this Chinese supplement is that it is tailored for women. The product name with the Chinese character Yum (same as "Yang" of Yin & Yang in Cantonese) might have confused most of us for generations too.

So just like any straight and egocentric man, when I received this invitation, my initial responses were 1)Huh, do you think I am THAT frail and sissy? 2)OMG, you think Rudi is woman's name? 3)WTH, since when have I signed up to receive SPAM from this theZtyle.com?

Mr. Wai Yuen Tong, please forgive my ignorance. I did some research afterwards. Young Yum Pill is actually a supplement for curing various symptoms of chronic fatigue. It works for both genders. For this invitation I received, I was just a bit over-sensitive. This is perhaps neither a blogger recruitment nor an eDM. It is just a generic mass mailing eFlier. It was randomly sent to me without any consideration for relevancy.

Is this "ad" or eFlier or whatsoever effective? Well, I don't think so. At least it doesn't work on me. And I don't think recruiting bloggers through a mass mailing e-Flier is effective as well. I bet there is any blogger would feel honorable to have received such invitation to try out this product which is worth $158 per bottle(as stated clearly in the eFlier). Even if I am intrigued by the idea of a free trial, I still couldn't find any registration link or instruction showing me how I can be eligible.

This is a good example for how email marketing can go wrong (Or is it actually an e-Print Ad disguised as an eDM?) The attempt in recruiting bloggers through an eFlier (not even a proper eDM) is one thing, mass spamming to an irrelevant audience would just make it counter-effective.

Oh Please Mr. Wai Yuen Tong, email marketing is not equivalent to mass spamming. To do so would not only waste your effort but also damage the reputation of your brand.

If Wai Yuen Tong is really keen on consumer generated content, for future blogger engagement, I suggest Wai Yuen Tong should just recruit people to submit spoof video competition of its classic TV commercial. It is the advertising equity of the company and there is so much that the brand can leverage on.

Chui Shui Central: Sweatshop creativity

By Eric Phu, Managing Director, Tribal DDB Hong Kong

Having recently moved here from Australia, I’ve noticed that I’m always asked the same two questions upon meeting fellow ad industry folk.

The first is why I would want to come to Hong Kong, when the air quality and lifestyle is so much better in Sydney.

The second is what I think of the standard of digital creative work from Hong Kong. Invariably, this leads to discussions – and dare I say, apologetic excuses – of why this region’s output lags behind the rest of Asia, let alone the global stage.

I’m repeatedly told of how conservative local clients are, how unwilling they are to experiment or try new things.

I’m warned of how focused they are on time and money, rather than creativity. That they’re about immediate sales rather than the long-term investment of building great brands.

And despite the fact advanced technology permeates every day life in Hong Kong (the Octopus card is practically magical compared to what the rest of the world is using), there is an unwillingness to embrace digital marketing - beyond quick and dirty websites.

For the most part, I don’t dispute these points yet, based on my limited observations so far. But the truth is every agency in every country more or less shares these problems, as well as their own cultural quirks to boot.

As a newcomer to Hong Kong, I sense a particularly strong victim mentality in the industry – “It’s the way it is, and I can’t change anything.” Words that hint at creative fires being stamped out before even sparking, let alone igniting into a spectacular display of fireworks.

It’s as if the creative field of dreams that once seduced us into this (often thankless) career, has morphed into a sweatshop, where we’re churning out low cost cookie-cutter creative and media-pollution with equal abandon.

We’re in region that boasts shopping as its national sport, so how have we ended up feeling so defeated? If there was ever an economy to prove that good creativity differentiates and amplifies sales results, shouldn’t it be the intense free market of Hong Kong?

There are three things I would love to hear more often, and if you’re already doing them – brilliant, you are a worthy adversary for Digital Agency of the Year.

The first is to stop settling for mediocre work. This may seem obvious, but if there’s a general consensus that creativity in Hong Kong is not up to scratch, then it’s blatantly clear that there is a disconnect. For all the average – or even terrible – advertising that makes it into the market, there was a creative director who considered it good enough to approve, release, and put their name to it.

Which leads to the second point – when work is not up to scratch, we need to stop blaming clients and using them as scapegoats. Whilst it’s true that great work is often produced with great clients, great work can also be created for the poorest of clients.

Every project has limitations of time, budget, product and brand placed upon it. That will never change; in Hong Kong or in any other market. Time to accept it and move on.

A great example is the recent “Best Job in the World” campaign. Its brilliance lies in the fact that it ignored the supposedly limiting parameters: a AU$500k budget for a global campaign about a tiny island with no international recognition. Arguably, that simple campaign idea was born from the very constraints placed upon it.

And my third and final point is that we shouldn’t forget why we are in this industry. As I tell my staff and all interviewees, if you want to make money, go work in banking. If you want work-life balance, work in government. To work in advertising means to be passionate about creativity, and to put your heart and soul into crafting brilliant little parcels of influence.

And then to subject those little pieces of yourself to a thousand heartless cuts, as they’re further dissected and sewn back together, through countless internal and external reviews. To do that every day, you have to believe in what you do, you have to believe in the end result, and that it will be worthy of putting your name to.

You are here to produce work to be proud of, not just to get paid. After all, if we settle for mediocrity, is it really worth the spending your life in the stressful environment and processes of advertising?

I think we owe it to ourselves to raise our standards just that bit higher, and in doing so, spur each other on to create better work. I encourage you all to sell and create work that inspires such envy, it leaves little choice but for us all to lift our game.

Having ranted and raved, you can bet that I’ll be holding Tribal DDB to these standards and ideals every day. No doubt, there’ll be times when I’ll fall short of these lofty goals, but I will stick my neck out, stand up and be counted.

Now is anyone else with me?

Chui Shui Central: Attacking Tracking

By Sean de Cuirteis, regional business director for Media Contacts, Hong Kong

In Hong Kong, where I’m based, digital spend is increasing and a growing number of advertisers are putting at least some of their budget into digital advertising.

But, according to Admango spend analysis, the level of display investment is still under 5% in 2009. This is a startlingly low level of investment considering that 63% of Hong Kong’s population spend on average 2.5 hours online each day.

There are numerous reasons and excuses given by advertisers as to why they are not investing only a token amount in digital advertising.

Apart from making ‘The Boss’ a scapegoat, my favourite excuse is that ‘Digital it is too hard to measure’.

You’ve got to be kidding me?

If I were to vent about what frustrates me most in Asia about digital advertising, I would have to say it is the lack of effort when it comes to tracking.

When agencies push advertisers to track, questioning looks are given, purse strings are tightened and it seems as if agencies are trying to add an unnecessary technology costs on-top of agency fees. However, I can’t lay blame solely on advertisers and I’m sure not all agencies are pushing tracking as a necessary part of all digital activity. In a market where digital spend highlights a second tier importance in terms of media selection it is easier to dismiss tracking over putting the effort in to implement it.

Digital media is one of the most accountable of all media tracking individual users from ad exposure through to on-site action. Other regions like North America and Europe have built the digital advertising industry on the basis accountability. Give an agency a budget, an objective and they will work to deliver on a target ROI. Advertisers spend, agencies track, optimize and meet objectives. It’s as simple as that.

Thankfully the majority of the clients we work with in Media Contacts understand why we want to track. We put the effort in at the start and talk with them about measurement, accountability and explain exactly why we want to track. We work with them to figure out what we can track and how we can optimize their digital spend, based on actual results – results that contribute to their bottom line. It works. We optimise media schedules, clients save money and reinvest to better performance. Everybody benefits.

But often when we pitch to new clients or discuss tracking for the first time there is a level of reticence to invest in anything beyond media. Partly it’s down to a lack of overall market experience and with limited exposure to digital, advertisers have inadequate practical experience with tracking.

Usually the main stumbling block in pushing clients to use tracking is the associated cost. Tracking isn’t free (or if it appears to be, it’s a hidden cost) and agencies need to work harder to explain the cost saving benefits of tracking.

Tracking is a cost that advertisers pay in addition to media. The reason advertisers pay for tracking is not to line the pockets of an agency or tracking provider, but to optimise their media spend. We invest, we measure and we optimize knowing what sites on our media plans are working – without this advertiser may well be throwing good money after bad and spending money on sites that aren’t generating the response needed. We simply can’t measure response effectively without tracking.

However, digital agencies are nothing if not flexible. Where there is limited budget and an advertiser that isn’t ready to invest in tracking, we can recommend that they leverage their existing site analytics tool or use a free solution like Google Analytics. While in no way as comprehensive as 3rd party tracking solutions, these tools can provide the basics performance metrics of the sites on a schedule.

Tracking is a fundamental best practice for advertisers spending dollars on digital. If digital spend is to increase, there needs to be a bigger push by agencies to incorporate tracking as standard and for advertisers to listen to their agency about the cost savings tracking can bring. Without this I think we are looking at continued under-investment of a medium with massive reach and even more potential.

From QR Codes to Augmented Reality

By Alex Hau, Senior Regional Interactive Manager, APAC for Universal McCann

Look, most marketers probably will agree with me on this - QR codes campaigns are just a fad pretty much anywhere outside of Japan. Manufacturer support is not there, and in most cases the experience doesn’t offer much value to the consumers. I don’t mind typing a SMS with my chunky fingers on the tiny phone to enter a contest (I am used to the pain of finger arthritis), but very unlikely that I’ll jump through all the hoops of downloading your app, switching it on, and snapping a photo of your QR code just to visit your contest site. (Yes you know who you are… and I know I will have “better luck next time” thank you very much)

Unless you give consumers some genuinely appealing incentives, no one but the most curious will download a potentially buggy app on their handset and point it at your QR code.

Under the concept of “value exchange” between consumers and marketers in this age of social media; to earn brand engagement time with consumers’ a brand needs to give back something of value whether it be entertainment, information, experience, etc. Right now plain old QR code just doesn’t cut it after the initial novelty factor wears out. So what’s next?

You might have heard of the term Augmented Reality (AR)? Wikipedia sums it up as “a term for a live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery - creating a mixed reality.” It seems to be “popping up” everywhere right now (pardon the pun) and mostly on mobile devices. While some make use of QR code technology, some are doing away with the code altogether.

I remember seeing a demo about two years back, one of our partners shown me his AR demo on the mobile phone and it was the coolest thing I’ve ever seen. You point your phone’s camera at a QR code printed on a piece of paper and on your phone’s screen up pops a 3D object extruding from the print ad! (watch this video if you still have no clue to what I am describing) It was like discovering pop-up books all over again!

Sure it’s gimmicky but you can’t deny it’s an interesting trick! Our sister agency McCann Erickson created a campaign using such technology for Nike in Hong Kong last year to great reception. This year we saw McDonald’s and Adidas making us of the same technology as well.

Is it just a fad or viable marketing tool? Time will tell, but already we are seeing AR technology being implemented in various creative ways. Here are some commercial examples.

Ray Ban created an application on the PC that allow consumers to try on sunglasses virtually using a web cam and dedicated software. Consumers can see in real-time how a pair of sun glasses will look on their head from various different angles. Watch a user created video clip here. One of the main criticisms of e-commerce had always been the lack of a tactile experience. That might still be true today but AR is bringing us one step closer to true “try before you buy” when shopping online.

Brands are also making use of AR technology at retail to further engage with consumers. Last month in Tokyo, the luxury brand Loewe launched an in-store AR experience for their customers. They made available a bunch of iPhones with custom developed AR app for consumers to browse the shop virtually. By clicking on floating icons on screen, customers can discover information about Loewe’s history and products not seen by the naked eye. Watch the video here.

Similarly, Lego created in-store AR kiosks in the U.S. so kids can visualize in 3D what their Lego blocks will look like after (their parents) spend hundreds of hours piecing the little blocks together.

Could real-time-virtual-world-augmented-reality-marketing be the next big thing? We’ve finally reached a point where it’s economically feasible to create virtual worlds in the context of the real one that everyone can interact with and understand. Sure it will take time for adoption and for price to go down even more before it hits mainstream. But considering the momentum this technology has right now, mass adoption doesn’t seem too far away.

Augmented reality, you have more than 15 seconds of our attention! In this time and age that’s quite an accomplishment.

Don’t ‘blow water’ with advertorials

Glenn Schloss is Regional Director, Asia Pacific, of Corporate Communications at Hill & Knowlton, based in Hong Kong.

Is it time to “blow water” all over advertorials as the literal English translation of this column title would suggest, to pour water and leave a mess of soggy newsprint? Or shall we, as the Chinese meaning suggests, explore their potential role in strategic communications to inform the public?

There’s already a bit of talk around Hong Kong about an advertorial which has popped up on p4 of the South China Morning Post. Promoting the proposed cross-border express rail link between Guangzhou and Shenzhen, its headline promised “Express Rail Link to Put Hong Kong on Fast Track to Greater Prosperity”. With a small “Sponsored Feature” in the top right hand corner, it’s not immediately clear who has paid for or written the article, but there are a couple of references to “a government paper” and “the government”.

It’s not in the Chui Shui Central column’s brief to discuss the advertorial’s political points. The Big Lychee (formerly known as Hemlock) has commented in prose which lives up to the promise of the blog’s tagline “Watching the sun set, little by little, on Asia’s greatest city”.

What is clear is that there’s a growing trend among corporations and government to turn to advertorials as they seek to gain ‘cut through’ in cluttered communications, advertising and editorial environments. Whether it’s a government trying to bolster support for policies and projects or companies raising awareness of programmes or promotions, this is a tactic which is gaining increasing traction with advertisers.

And media outlets, faced with declining spends on traditional advertising and dwindling audiences, are encouraging the trend. However there’s some news to report here - in some cases media proprietors are encouraging the blurring of advertising and editorial spaces by putting increased pressure and requirements on journalists to write positively about advertisers or devote column space when they usually wouldn’t have covered them. This is a trend occurring from London to New York and right here in Hong Kong.

The key question is whether advertorials are effective in winning support or persuading stakeholders?

Research indicates that advertorials sit somewhere in the middle of readers’ trust levels when consuming print media. People reading magazines most appreciated theme features, those editorial features where brands are presented in small segments of text, according to Peter Neijens, Eva Van Reijmersdal and Erik Do Vos in a paper presented to the International Communication Association. Readers then more appreciated and accepted advertorials than advertisements.

In this new age of conversations digitally and offline consumers are also becoming more demanding in their expectations and interactions from advertising. As a result, greater value and impact is being delivered via other channels - editorial, social media and word of mouth. The key to success with these channels is the credibility, confidence and connections to convince third party influencers who are willing to speak convincingly about a brand, company or government project they support.

There is no doubt though advertorials have a role to play in communications programmes; they are one of many channels to be deployed in the right circumstances. What really matters though is execution – targeted, informative and authentic writing are crucial, together with excellent production.

Put another way, advertisers (shall we say) ‘blowing water’ or spouting on about how wonderful they are in a manner which lacks objectivity in advertorials are wasting their precious marketing budgets and credibility. It’s when advertorials are poorly conceived and produced, providing little value to readers that they grate the most with media consumers – and other, more critical, stakeholders.

Some considerations for communication with audiences via advertorials include:

• Engage –Deliver information that is helpful, practical or will stimulate the audience to want to know more.

• Connect – Build connections with the audience by tapping into their motivations. What are their desires, concerns, expectations or fears? Address those. If there are concerns in media counteract those with your most compelling arguments.

• Integrate – An advertorial that is one-off or part of a limited number is not a good investment, audiences need repeated exposure to messages and concepts. The piece should be integrated with and cross-reference other communications materials, and ideally stimulate the reader so that they want to know more eg online.

• Transparency – Be up front about who you are and what you are trying to communicate. Obfuscation merely raises suspicion. Readers these days are very adept at ‘reading between the lines’.

• Innovate – Don’t fall into the same trap of advertisers who try to imitate the style and layout of the publication, which is merely your vehicle. Provide readers with a better and more interesting experience – they will remember you for that and be open to obtaining more information in future.

Have a drink and bash your client!

No that's not physical violence we're endorsing, rather an opportunity for overworked and unappreciated (or is that ego hungry) designers, copywriters and creative directors to have a good old whinge!

This is the second Off Brief for the year, with this week's session to be sponsored by DDB. So bundle up your frustrations and get along to the Philia Lounge this Friday from 9.30pm.

Party on the plane - Kiwi style

Although there's been a lot of buzz about brands dipping into social media campaigns, some have only started to explore this communication channel relatively recently.

Air New Zealand, for example, has started a Facebook campaign in August this year as well as a Facebook Fan Page to promote its London route targeting young professionals.

To extend its online presence offline, the airline organised a "Party on the plane" yesterday and invited its fans and a few bloggers to the event.

A mini-contest went out earlier on Facebook showing fans pictures of the kiwi animal and asking them its weight. Those whose answers came close were then selected to be at the air party.

I saw a few familiar faces from the blogosphere - Jansen Lu and Meling Lam, but that was it.

We got our 'boarding pass' and were allocated seats on business class and yes we were given star treatment for the next few hours.

Air New Zealand's marketing manager Prudence Lau broke the ice by getting everyone to introduce themselves and expose a little secret about themselves in the process.

A few lucky ones were later picked to become unofficial flight attendants for five minutes as they wore life jackets and face masks for the safety demo.

Right after, lunch was served on board. The caterer, Joel Crompton from Gate Gourmet gave us a peek to how airline catering works as well as details on how the food has been cooked. And yes you get the full course on the plane too - from appetizer, the main course to dessert.

After the meal, one of the air stewards, Kenneth walked around to set the 'bed' for some of the passengers.

Unfortunately, we were not allocated time for siesta and after a few snap shots we had to proceed quickly to a wine tasting session of the carrier's wine selection by a connoisseur.

And then it was photo taking with the chef and a bit of wondering around to different parts of the plane for more photo taking.

I had the opportunity to have a quick chat with the air stewardess - Eileen and Hilary and they gladly posed for a shot.

Then, it was time to leave and we were goofing around while waiting for the bus to bring us back to the airport.

(Above) Simon, a Yoga teacher doing his pose by the wing of the plane.

It was a very civilised 'party' and everyone was extremely well behaved - all happy faces as they leave.

Some reflections:

Unlike typical blogger outreach events where you would see the usual suspects, this is a refreshing change.

Sure this is not exactly a blogger event and while there's a school of thought that says influencers (bloggers) are important and they have sort of become mini-celebrities where they get invited to an event because they're in the 'list', they may not necessarily embrace your brand.

Having an ' influencer list' that we can stick to makes the job easier but not necessarily give you the results you want and it might even make you lazy.

It takes effort to engage with your consumers but social media channels such as Facebook or Twitter now allow you to identify who they are and depending on how you interact with them -give you the opportunity to make them your brand ambassadors.

It's definitely not as convenient as inviting a list of influencers that perhaps your competitors are already wooing, but putting in that extra effort does give you a better chance of connecting to your consumers and eventually a higher probability of converting them to become your loyal customers.

Chui Shui Central: Online advertising stalemate

By Kevin Huang, CEO of Pixel Media Asia

It is new or is it not?

The first ever banner ad was launched in 1996 so theoretically, online advertising is now 13 years old. I guess the answer is it’s not new but not that old either. A teenager to be precise, entering its puberty stage.

Sure, when it was younger, it had its fair share of problems. Back then, it over promised and delivered little. It said it’d change the advertising landscape forever and it didn’t.

Then there was the audience. The only people playing with it were literally playing games and what not and not serious about using it for serious business, work, communications.

And there was the elusive CTR (click thru rate) which was suppose to tell you the half that didn’t work or did work that TV or print couldn’t tell you and of course there were the hundreds of companies trying to be the “standard” creating their own standards, leading to no standards.

Fast forward 13 years and the year is 2009.

It’s grown up and more grounded today and have set expectations the right way. It now has standardization, effective ways to measure credibly and most importantly, the audience.

The right kinds of audience that is addicted to the internet ranging from 13 year olds to 60 year olds who can’t seem to get enough of the endless streams of information that is freely available online and the endless new tools that enable us to connect with one another that much easier.

The impact it has made on our lives have become real to the extent that politicians have won elections using it.

Yes, the promise of the internet has come true. It has started to impact our lives, our world and our future.

With advertising, we can target by almost any audience segment you want and measure almost everything from how people are engaging with your ads, which product appeals most to them and we still measure CTRs.

So with all that being said and done, I recently met with a major advertiser and he indeed was very interested in online advertising.

He asked about new things online, what he can do to engage with more potential customers, how he could impact his bottom line with it. He even mentioned that his 15 year old spends endless amounts of hours online.

I was pleased to hear that but my joy was short-lived.

He ended by saying, TV and Print rates have really come down during in the last six months due to the economic crisis and that he’s going to launch their next major campaign on TV as his boss enjoys watching his ads on TV and now that prices have come down, he can afford to do it.

Thirteen years later with the immense progress we have made as an industry by banding together to standardize ad formats, introduce measurements as well as maturity of audience and their levels of engagement online, we’re back to square one…13 years later, same old issues.

The social media career path

They’re starting to fall, like a house of cards, and only time can tell who folds next. They’re talented, entrepreneurial, digitally minded professionals who sold the farm for a life of digital evangelism, but it seems digital was not the land of milk and honey it was supposed to be. Now, some of Hong Kong’s most prolific digital agents are falling prey to the darker side of the marketing world, PR.

First it was Thomas Crampton, the former globe-trotting newspaper correspondent for the International Herald Tribune and The New York Times, who turned his name into a powerful blogging brand and digital consultant for media companies. Over a period of six years Crampton built his name as a top tech blogger and through his unique video interviews led an innovative style of unearthing technology and social media trends. Earlier this year Crampton was snapped up by Ogilvy PR Worldwide as Asia-Pacific director of its 360 Digital Influence team, a role which sees him consult, conceive, develop and execute social media strategies for some of Asia’s biggest brands.

Next in line was Napoleon Biggs, founder of Palava Digital and the popular networking event Web Wednesday. Biggs, who spent 12 years building digital companies and consulting to brands like CNN, was lured by Fleishman-Hillard as vice president of digital integration in Asia Pacific, with his experience as leader of Hong Kong’s so-called digerati a major factor. Staying true to form, Biggs broke the news on his blog, saying that after 12 years of a “roller coaster life of internet start-ups”, he decided to suit up and take on a new challenge.

That’s how the game was played for a growing band of ex-magazine and newspaper editors who waved goodbye to their old media ways for a life of blogging. But some like hkcosme.com (aka Meling Lam) admits that making a living is a challenge.
So who’s next? The most likely candidate seems to be Jay Oatway, Hong Kong’s answer to Twitter royalty, a media trend hunter and more recently organiser of the successful Twestival charity events in Hong Kong. Oatway’s Twitter status is now reaching over into other areas like speaking engagements.

What’s interesting here is how social media is allowing those with the technical smarts to build their own personal brand as a stepping stone to bigger things.

Crampton admits this was one of his motives. “It was not about revenue, it was about bringing broader things to me like business opportunities, speaking opportunities and raising my profile in a way that was not possible in a previous era. My blog has always been about my obsession of social media and not something that I could retire to the South of France with.”

As a PR professional he says social media applications like LinkedIn, Twitter and GoogleRankings are employment tools for what he calls a “blogger employment strategy”.

“They have to have a social media profile. We want to get these bloggers out of their pyjamas and into a suit.”

Personal branding on social media is interesting but the wider ramifications it holds for the marketing industry remains to be seen. Some on Twitter argued that Fleishman-Hillard would be in for a rude shock once Biggs joined the team, but whether this is real criticism or just a bit of competitive jostling is anyone’s guess.

The PR sector’s initiative of poaching top digital talent should be applauded, but let’s remember that social media is not a ticket to a cushy job.

This article was first published in the September issue of Marketing