Hong Kong Management Association

Honoured as the Oscars of the Marketing industry and organized by The Hong Kong Management Association (HKMA), the results of the HKMA/TVB Awards for Marketing Excellence 2016 were announced on 1 November 2016, during the Award Presentation Dinner at JW Marriott Hotel Hong Kong.

The Gold Award for the Campaign Awards this year went to “csl Hit the BIG time on a BIG network” by CSL Mobile Limited. Mr Alexander Arena, Group Marketing Director, CSL Mobile Limited said, “Everyone at csl is so thrilled to win this award… especially as our brand was born only two years ago. Today’s achievement would not have been possible without the relentless efforts of my marketing team, colleagues and agency friends.”

The Marketer of the Year this year went to Ms Isabella Lau, Chief Customer Officer, Manulife International Limited. Ms Lau was truly honored to receive the Award. She said, “This award not only serves as a recognition of my career in marketing, it is also a tribute to the dedication and excellent work of my team at Manulife. I did not make to the stage here alone. I feel very blessed that I love what I do everyday – digital technologies, social media, big data bring more fun and excitement to Marketing”

The HKMA/TVB Awards for Marketing Excellence has been organized by the Hong Kong Management Association since 1985 and sponsored by Television Broadcasts Limited since 1989. Now in its 31st year, the Awards bestows honour and public recognition on individuals and organizations that have, through outstanding marketing programmes, broken barriers and raised the standards of marketing profession in Hong Kong.

Officiated by Mr Helmuth Hennig, Deputy Chairman of the Association, Mr Graham Allan, Group Chief Executive, The Dairy Farm Group was the Guest of Honour of the event and delivered a keynote speech on marketing.

All the Awards were presented by Mr Helmuth Hennig; Mr Graham Allan; as well as Council Members of the Association including Ms Viveca Chan, Chairman & CEO, WE Marketing Group; Dr Kim Mak BBS JP, Executive Director, Corporate Affairs, The Hong Kong Jockey Club; Miss Randy Lai, Managing Director, Hong Kong, McDonald`s Restaurants (HK) Ltd; Mr Michael Leung, Executive Chairman, Top Secret Fashion Concepts Ltd; and Dr Albert Ma, Chairman and Managing Director, Hong Kong L P Gas (Holdings) Ltd; during the ceremony.

The results of Campaign Awards and Individual Awards were as follow:

CAMPAIGN AWARDS

GOLD AWARD
“csl Hit the BIG time on a BIG network”
CSL Mobile Limited

Judges’ Comment: It was commended as an impressive and unbeatable marketing campaign, which has effectively capitalized on the synergy of merging two different culture companies and has established a strong brand identity as the giant player in the industry. csl emerged as a game-changer and walked the talk in empowering its customers to ‘live big’ in the ‘big time’ era. The campaign has set new standards for the telecoms industry, not only locally but also around the world.

SILVER AWARD
“ManulifeMOVE”
Manulife (International) Limited

Judges’ Comment: Embracing the wave of technology on-the-go, it was commended as an innovative campaign, which enabled Manulife to engage the new generations in a simple and accessible way. Despite of the remarkable sales results, more importantly, there was also positive impact to the community. The campaign not only ‘moved’ Hong Kong people to pursue a healthy lifestyle, but also ‘moved’ the century-old industry to new ground. It was definitely a win-win-win case for Manulife, customers and the community at large.

BRONZE AWARD
“My Hero II: The Rise of Hero Chef”
Tai Hing Catering Group

Judges’ Comment: It was commended as an out-of-the-box marketing campaign, which has effectively created a new hero and has enhanced the brand equity of Tai Hing through a unique proposition strategy. The investment in product innovation and technical know-how successfully preserved the authentic Hong Kong styled taste, made Tai Hing an unconventional Hong Kong born-and-bred Cha Chaan Teng and paved the way for embracing future challenges.

EXCELLENCE AWARDS
“Love is in Every Moment – Father & Daughter”
AIA International Limited

Judges’ Comment: This was commended as a well-thought out and well-executed marketing campaign which has successfully strengthened AIA’s brand position in a highly competitive insurance market through a focus message and excellent communication strategies. The campaign has achieved overwhelming sales results. It has not only differentiate AIA as “The Real Life Company”, but also strengthened its leading position in wealth management market.

“ ‘FUN2GATHER’ Toyota Sienta & Spade”
Crown Motors Limited

Judges’ Comment: It was commended as a fun and playful campaign with a strong storytelling approach, which has successfully rejuvenated the brand image and captured younger customers. The campaign has achieved significant financial result which largely exceeded its original target. Crown Motors’ innovative approach revolutionized the way of car launch and became a benchmark for automotive industry.

“Next Generation of Customer Experience”
McDonald’s Restaurants (Hong Kong) Limited

Judges’ Comment: It was commended as an ambitious and bold campaign which unveiled a big statement of how McDonald’s could leave its comfort zone of fast food world and evolve to a brand territory of fast casual. McDonald’s Next flagship store proved that the little Hong Kong market could lead the world in innovation, and a perfect place for pilot test of big and small ideas. The launch of McDonald’s NEXT has not only changed the consumer perception, but has also become a historical landmark in its Hong Kong history.

MERIT AWARDS
“Making Better”
3HK

Judges’ Comment: It was commended as an all-rounded and multifaceted campaign, which has successfully enhanced the brand equity by upgrading its product and services to make Hong Kong people’s lives better. The strategic partnership successfully captured the business opportunities and the trend of entertainment on-the-go. Furthermore, the campaign has achieved promising marketing and financial results, enhanced customer experience across all brand contacts and generated goodwill for the company.

“FWD Savie Insurance ‘Simply Unbeatable Campaign
FWD Life Insurance Company (Bermuda) Limited

Judges’ Comment: It was commended as a brilliant and highly original marketing campaign. In the over-crowded insurance market, FWD has wisely identified and addressed the needs of the niche young segment through innovative product and distribution strategies. The use of disruptive approach was an excellent marketing case of creating a blue ocean. FWD, being a younger player in the market, effectively generated high awareness among the younger generation and achieved impressive financial and marketing results.

“A Surprise in Disguise”
McDonald’s Restaurants (Hong Kong) Limited

Judges’ Comment: It was commended as a smart strategic execution with the use of premium chef to lift the brand and product quality in matching with the customer expectation. Results of the campaign were remarkable in terms of product sales and brand trust. Developing new Quarter Pound variant was a good example of “Glocal”, a key ingredient to win in a highly competitive market.

“Standard Chartered x Asia Miles Launch Campaign”
Standard Chartered Bank (HK) Limited

Judges’ Comment: It was commended as a simple yet powerful marketing campaign which has successfully leveraged on two powerful and trustful brands to develop a right product to reach the right target audience through effective communication strategies. The results were exemplary as evidenced by the record high of monthly card application and exponential growth in Asia Miles Time Deposit. It was definitely a win-win case for both parties.

CITATION FOR DIGITAL MARKETING
“YOUPON – Your style Your taste”
Pizza Hut Hong Kong Management Ltd

CITATION FOR INNOVATION
“ManulifeMOVE”
Manulife (International) Limited

CITATION FOR OUSTANDING TV CAMPAIGN
“My Hero II: The Rise of Hero Chef”
Tai Hing Catering Group

CITATIONS FOR OUTSTANDING SMALL BUDGET CAMPAIGN
“Locals Support Locals”
Hong Kong Football Association

“Yahoo Mobile Everyday”
Yahoo Hong Kong

CITATIONS FOR EXCELLENCE IN MAINLAND MARKETING
“Freely On Silk Road”
Chow Tai Fook Jewellery Company Limited

“Knife – The Taste & Health of HK”
Lam Soon Hong Kong Group

BEST MARKETING PARTNER AWARDS
PHD Hong Kong
Uth Creative Group Limited

BEST PRESENTATION AWARD
Mr Clive Chow
Vice President, Marketing
CSL Mobile Limited

INDIVIDUAL AWARDS

MARKETER OF THE YEAR
Ms Isabella Lau
Chief Customer Officer
Manulife (International) Limited

DISTINGUISHED MARKETING LEADERSHIP AWARDEES
Ms Ivy Chan
Marketing Communications Manager
The Hong Kong and China Gas Co Ltd

Ms Esther Chung
Marketing Director, Digital Lead
McDonald’s Restaurants (Hong Kong) Ltd

Ms Kim Lam
Marketing Manager – Coffee, Confectionery & Food
Nestlé Hong Kong Ltd

Ms Isabella Lau
Chief Customer Officer
Manulife (International) Limited

Mr Simon Shing
Assistant Vice President, Marketing
FWD Life Insurance Company (Bermuda) Limited

OUTSTANDING MARKETING PROFESSIONAL AWARDEES
Mr Chan Kin Hong
Manager, Marketing Communications
New World Facilities Management Company Limited

Ms Lam Mei Shan
Marketing Manager
McDonald’s Restaurants (Hong Kong) Ltd

Ms Voon Huey Tyng
Assistant Manager, Lending and Proprietary Card Services
American Express International Inc

HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2016 - PANEL OF JUDGES

Campaign Awards

Mr Abraham Chan, Chairman, PuraPharm International (HK) Ltd
Mr Sunny Cheung, Chief Executive Officer, Octopus Cards Ltd
Mr Albert Ip, Executive Director & CEO, Langham Hospitality Investments Ltd
Ms Alice Ip, Executive Director, Sino Land Company Ltd
Mr Paul Poon, Managing Director, CLP Power Hong Kong Ltd
Mr Joseph Wong, Chairman & Chief Executive Officer, Stelux Holdings International Ltd

Individual Awards

Mr S K Cheong (Chairman), General Manager, Television Broadcasts Ltd
Mr Stephen Ho, Chief Executive Officer, CITIC Telecom International CPC Ltd
Mr Bankee Kwan JP, Chairman & CEO, CASH Group
Mr Raymond Lam, General Manager, Mars Food Inc.
Mr Frank Lee, President, Tom Lee Music Co. Ltd
Ms Susanna Liew, Chief Executive Officer, PrimeCredit Ltd
Mr Edmund Mak, Executive Director and Chief Executive Officer, Bossini International Holdings Ltd
Mr Lennard Yong, Regional Chief Executive Officer, FT Life Insurance Company Ltd
Mr Robert Young, Member, Marketing Management Committee

BOARD OF EXAMINERS
Marketing Awards Organizing Committee 2016

Mr S K Cheong (Chairman), General Manager, Television Broadcasts Ltd
Ms Vicki Au, Managing Director, Estée Lauder (HK) Ltd
Mr Tom Chan, Managing Director, Commercial Group, HKT Ltd
Mr Horace Chow, General Manager, Microsoft Hong Kong Ltd
Ms Grace Ho, General Manager, Nestlé (Hong Kong) Ltd
Mr Stephen Ho, Chief Executive Officer, CITIC Telecom International CPC Ltd
Mr Bankee Kwan JP, Chairman and CEO, CASH Group
Mr Raymond Lam, General Manager, Mars Food Inc.
Mr Frank Lee, President, Tom Lee Music Co. Ltd
Ms Susanna Liew, Chief Executive Officer, PrimeCredit Ltd
Mr Theodore Ma, Co-Founder, CoCoon
Dr Kim Mak BBS JP, Executive Director, Corporate Affairs, The Hong Kong Jockey Club
Mr Lennard Yong, Regional Chief Executive Officer, FT Life Insurance Company Ltd

Marketing Management Committee 2015/16

Mr S K Cheong (Chairman), General Manager, Television Broadcasts Ltd
Ms Rosetta Fong, Group Vice Chairman & Executive Director, Convoy Financial Holdings Ltd
Miss Randy Lai, Managing Director, Hong Kong, McDonald’s Restaurants (HK) Ltd
Mr Bruce Lam, Chief Marketing Officer, CSL Mobile Ltd
Mr Patrick Lee, Chief Executive Officer, North Asia and China, Inchcape Hong Kong
Mr Vincent Leung, President, SKECHERS Hong Kong Ltd
Mr Edmund Mak, Executive Director and Chief Executive Officer, Bossini International Holdings Ltd
Mr Stanley Sun, Managing Director, Fuji Photo Products Co Ltd
Mr Larry Sze, Chief Executive Officer, Gilman Group
Mr Kent Wong, Managing Director, Chow Tai Fook Jewellery Group Ltd
Ms Jeny Yeung, Commercial Director, MTR Corporation Ltd
Mr Robert Young, Member, Marketing Management Committee
Mr Titus H K Yu, Senior Regional Director, Prudential Hong Kong Ltd