{"id":7115,"date":"2018-09-03T11:00:16","date_gmt":"2018-09-03T03:00:16","guid":{"rendered":"http:\/\/www.mediazone.com.hk\/hkmvc\/?p=7115"},"modified":"2019-03-26T16:32:28","modified_gmt":"2019-03-26T08:32:28","slug":"the-journey-to-the-top-reflecting-on-20-years-of-success-in-hong-kong-omd-hong-kong","status":"publish","type":"post","link":"https:\/\/www.mediazone.com.hk\/hkmvc\/2018\/09\/03\/the-journey-to-the-top-reflecting-on-20-years-of-success-in-hong-kong-omd-hong-kong\/","title":{"rendered":"The Journey to the Top: Reflecting on 20 Years of Success in Hong Kong | OMD HONG KONG"},"content":{"rendered":"

Few agencies match OMD Hong Kong when it comes to delivering hard-hitting,\u00a0\u00a0<\/span>customer-centric creative messages – thanks to the vision of its CEO, Deric Wong.<\/span><\/h2>\n
\n

As any media professional knows, great creatives are always important, but delivering creative messages to target audiences through integrated media channels is also a huge part of advertising effectiveness and driving ROI for brands. <\/span><\/p>\n

Understanding media and developing smarter media placement strategies have never been more important in the face of growing media fragmentation and few ad men know this as well as Deric Wong, CEO of OMD in Hong Kong. This year marks OMD\u2019s 20th year in Hong Kong and Wong continues to play a vital role in its growth.\u00a0<\/span><\/p>\n

\u201cAs part of a global advertising network, Omnicom, we were one of the first media agencies to establish a footprint in Hong Kong to help advertisers drive greater accountability from their media investment, implementing best practices from our global network and playing an influential role in shaping the industry\u2019s evolution,\u201d says Wong. <\/span><\/p>\n

Since its launch in 1998, OMD has won over 650 awards for its clients in Hong Kong and was also recently named the \u201cBest Marketing Partner\u201d at the Hong Kong Management Association\/TVB Awards 2018.\u00a0 \u00a0 \u00a0<\/span><\/span>\u00a0 \u00a0<\/span><\/p>\n

Coping with the New Reality\u00a0 \u00a0 <\/span><\/h3>\n

According to Wong, the economic outlook has finally improved for 2018 and with it, consumer confidence and clients\u2019 forecasted marketing budgets.<\/p>\n

\u201cLocal marketers predict that online ad spend is expected to significantly overtake offline to reach 60%, according to the 2018 Advertising Spending Projections report conducted by the Hong Kong Advertising Association and Nielsen; this presents many opportunities for media agencies to take a leading role as our clients shift towards a more digitally focused mindset.<\/p>\n

\u201cAs technology has changed the way consumers behave, as well as their expectations of brands, it has also impacted media agencies\u2019 remits and the expectations from clients. The lines between media, content and creative are continuously blurring, as the communications landscape evolves. Increasing volumes of data are now being mined. They need to be quickly analyzed and deciphered in order to draw out audience insights (as opposed to traditional research methodologies), which can be immediately fed back into the communications or business strategies of clients.\u201d<\/p>\n

The traditional media agency model has all but been eradicated, but the industry thrives in the form of different agency models and offerings \u2013 making the choice of whom to partner with for clients more complex than ever. We understand that we are now competing with creative agencies, publishers, independents and consultancies alike, so we continue to add value and diversify our unique offering in response to clients\u2019 evolving needs.\u201d<\/p>\n

\u201cAt OMD, we understand that the future of personal advertising lies at the intersection of content, media, data and marketing technologies. Our Hong Kong office is structured to create valuable synergies between all these marketing solutions to meet clients\u2019 demands for closer integration.<\/p>\n

\u201cWe appreciate that the needs of our clients are evolving, as they continue to consider and implement digital transformations internally. While they undergo this transition, they rely on our expertise to make sure their media strategies are aligned and that their budgets work harder than ever to deliver ROI across a fragmented channel mix.\u201d He says: \u201cWe have achieved this by placing digital at the heart of our agency culture, and by developing our unique growth principle –\u00a0 <\/span>Universal Appeal Made Personally Relevant. This means balancing the role of mass media (still a key medium in Hong Kong) to drive universal appeal for a brand, with addressable media (largely digital) targeted towards individuals – taking our clients\u2019 strategies to new heights and achieving tremendous growth.\u201d<\/p>\n