Is McCann Hong Kong's most creative agency?

A big question, but given its recent run of creative awards it's also a valid question. There are some things to consider here. Has McCann simply discovered the best formula for writing entry submissions, possibly. But the agency, to its credit, has convinced a slew of big clients to back its creative vision. Coke for example put a fair amount of trust in the agency for campaigns like 365 Days of Happiness, an awards show favourite. Wellcome supermarkets is another and, more recently Nike.

This month we speak to McCann Worldgroup creative consultant Nick Lim about how the agency clinched Greater China's first-ever Grand Prix at Cannes Festival for its ‘Paper battlefield’ work for Nike Hong Kong - a poster campaign that used a silkscreen process to bring the competitive nature of Hong Kong's Nike Basketball League to paper.

Lim says there is no real formula within the agency for winning awards, but rather the boredom its creatives face when working on TV and print campaigns, which influence its thinking.


Here's a snapshot of McCann's awards haul (while we have done our best to verify these numbers, it's the agency's own data). So, 158 creative and effectiveness awards in total, both locally and internationally, in the past 24 months. Most awarded office in Greater China at D&AD 2009, winner of the Grand Kam Fan Award for the past three years, winner of the 2009 Effie Grand Prix and its Grand Prix at Cannes.



So, does winning a lot of industry awards make a good agency, of course not. But if there is a link between good creative work and selling more product, then i'd be prepared to put my nuts on the line and say, maybe, just maybe they are.

Shouting won't get you heard - Listening Will

It's ironic but you're not going to be taken seriously if you label yourself as a social media "guru", "expert", "ninja" or "evangelist" these days.

Even agency folks that specialise in social marketing cringe if you start calling them "social media gurus".

My colleague based in Malaysia, editor of Advertising + Marketing, Marcus Chhan recently blogged that social media is fast becoming a fad among marketers and agreed with Brian Solis's article that "social media is rife with experts but starved of authorities".

However, the spotlight on social media will continue to make an impact on how companies run their business.

The status quo has been challenged and top management are sitting in their boardrooms scratching their heads to find new business models and justify their relevance in this "new world order".

The one-way broadcast model, which used to be so influential is now severly threatened. In the Irishtimes.com titled "A breakthrough victory for new media" (source: @jeremywoolf) suggests a shift in the balance of power from old to new media.

Advertising agencies, known for its "above-the-line", one-way communication are also getting the flak.

Even market research agencies are now forced to "reinvent" themselves.

Maz Amirahmadi, executive director, research reinvented for Synovate, says traditional research has evolved from a very long questionnaire to conversations that are increasingly focused in dialogue and collaboration.

Traditional research has also evolved from being a "stranger" to become a "trusted advisor" where more thought and care are given to participation.

He was introducing the company's community panels offering, which are made up of targeted groups of customers or potential customers that brands could engage with and learn from over time.

What's interesting is marketers no longer have to wait six months for the research findings that's now compressed into a week or a fortnight and sometimes as fast as a one day turnaround.

Quoting Greg Icenhower, associate director of corporate communications at Procter & Gamble -

In the 20th century, the brand was exalted as the "best marketer" as they were the "biggest shouters".

"In the 21st century, we want to be the best listeners".

So what occupies today's consumers mindset, particularly those in Hong Kong?

Brendan Shair, MD for Synovate Hong Kong, says the anxiety caused by the financial crisis and the threat of H1N1 have resulted in "disappointment" and tiredness among the locals.

In a survey that asked respondents if "I find the economy boring and don't pay much attention", close to half agreed.

Shair says one word that aptly describes Hong Kong consumers now is boredom.

When shown four different mood boards - 1) Power & Status 2) Indulgence & Gadgets 3) Family & Relationships 4) Fun & Excitement, 2009 seems to be the year where consumers look for excitement, new news and fun.

He explains 2008 was the year where consumers looked for value as they were under price pressure, so companies such as Maxim, KFC, Sasa and even HSBC have brought couponing back.

While marketers could still consider couponing, its effectiveness might not be as good now, Shair says.

He advises marketers to consider organising events, sponsorships and coming up with new products or new variants for 2009.

One thing that struck me was how Synovate markets itself.

"1 company, 62 countries, 6, 000 + curious employees = 1 thing in common: Boundless curiosity."

I told you it's no longer fashionable to call yourself "experts" or "specialists" these days - you've got to earn it.

That's why my favourite quote for now is from @alberteinstein -

"I have no special talent. I am only passionately curious".

Would you buy a dildo from this woman?

Local "sexual well-being" supplier Wanta.net is running some interesting ads around the streets of Causeway Bay at the moment. If you've not seen them here's a couple for your viewing pleasure.

The following has been running in Times Square for a couple of weeks now and every time I've walked passed I've seen people having a bit of a giggle and taking photos... I wonder if anyone has taken up its offer of a demonstration. Looks creepy!


But it was the company's website which really took the cake. "Try earlier or regret later". Seems catchy enough.