As we hit the mid-way point of 2026, Hong Kong’s market landscape is revealing a distinct personality. In our cover story on p. 6 – “How cautious resilience is shaping HK’s 2026 economic narrative” – we dive deep into how local businesses are navigating today’s economic realities.
We are seeing a shift away from frantic pivots towards a steadier and highly intentional momentum – proving that local brands have mastered the art of being both careful custodians of their budgets and ambitious drivers of growth.
Part of that ambition is taking shape in corporate leadership. In our feature on p. 41 – “The rise of chief AI officers” – we investigate how Hong Kong firms are moving beyond AI as a trend and institutionalising it as a core function.
The rapid rise of the chief AI officer across local agencies and enterprises shows the city is serious about scaling intelligent tech responsibly and creatively.
Speaking of exceptional creativity, June is also a time of massive celebration for us at MARKETING-INTERACTIVE. Inside, you’ll find our full winners list for both the MARKies Awards 2026 and the Agency of the Year Awards.
From brilliant niche campaigns to the powerhouse agencies driving regional commerce, the work honoured this year reflects an industry that is sharper, faster, and more collaborative than ever before.
Whether you are looking to benchmark your tech road map against the city’s new chief AI officers or drawing inspiration from our award-winning campaigns, I hope this issue gives you the insights you need to fuel your next big move.
Enjoy!
To get in touch with our editorial team editorialhk@marketing-interactive.com
For advertising enquiries
Karen Yung, kareny@lighthouse-media.com
Mandy Ma, mandym@marketing-interactive.com
Sally Hui, sallyh@lighthouse-media.com
Aaron Cheung, aaronc@marketing-interactive.com
Lighthouse Independent Media Ltd. Printed in Hong Kong by Apex Print Limited. For subscriptions, contact circulations at +852 2861 1882 or email subscriptions@marketing-interactive. com. COPYRIGHT & REPRINTS: All material printed in Marketing is protected under the copyright act. All rights reserved. No material may be reproduced in part or in whole without the prior written consent of the publisher and copyright holder. Permission may be requested through the Hong Kong office. Disclaimer: The views and opinions expressed in Marketing are not necessarily the views of the publisher. Hong Kong: Lighthouse Independent Media Ltd, publisher of Marketing magazine 15/F, Golden Star Building, 20-24 Lockhart Road, Wanchai, Hong Kong Tel: +852 2861 1882 Fax: +852 2861 1336 Singapore: Lighthouse Independent Media Pte Ltd 100C Pasir Panjang Road, #05-01 See Hoy Chan Hub, Singapore 118519 Tel: +65 6423 0329 Fax: +65 6423 0117
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Karen Wong Deputy Editor, North Asia
What’s on?
Marketing Events Awards
What: From large-scale festivals that inspire and entertain, to experiential campaigns that ignite emotions and spark conversations, Marketing Events Awards set new benchmarks for innovation and excellence in the dynamic events marketing industry.
Where: Hotel ICON
When: 16 July
DigiZ Awards
What: An esteemed platform devoted to highlighting exceptional achievements, groundbreaking strategies, and transformative campaigns that have pushed the boundaries of digital excellence.
HONG KONG CONSUMERS CONTINUE TO DEFY REGIONAL GLOOM
The financial landscape across the Asia Pacific region is currently defined by a sense of caution, though Hong Kong has emerged as a notable outlier for its resilience.
According to a recent YouGov “Debt, Savings, and Investing in 2026” survey – which polled 21 markets between February and March 2026 – more than half of APAC consumers feel they are either merely keeping pace or falling behind.
In contrast, Hong Kong residents report the highest level of financial confidence in the region, with 42% stating they are either getting ahead or living comfortably ahead.
Despite this optimism, the reality of rising costs has forced a significant portion of consumers in APAC to tighten their belts. Australians are leading the charge in austerity, with over half cutting back on non-essential spending, followed closely by Singaporeans at 47%, Hongkongers at 41%, and Indians at 23%.
The pressure has even extended to basic necessities: 30% of Australians have been forced to reduce essential spending over the past year, a figure that drops to 22% in Hong Kong, 21% in Singapore, and 16% in India.
“One misconception is that consumers switch from rational to irrational spending overnight. In reality, the transition is emotional.”
Karen Ho,managing director of Greater China
• When it comes to building wealth, strategies differ across borders. For 41% of Hongkongers and 46% of Singaporeans, a combination of savings and investment is viewed as the primary engine for financial advancement.
• On a global scale, 54% of consumers believe the path forward lies in either pure savings or a hybrid of savings and investing.
• The actual capital held by these consumers reveals a high level of liquidity and market participation in Hong Kong.
• Specifically, 79% of Hongkongers hold at least HK$8,000 in cash savings, and 73% have invested at least HK$40,000 in various assets.
• The burden of debt also varies significantly. Australia leads the surveyed markets with 54% of its population carrying debt. Hong Kong and Singapore maintain lower debt levels at 40% and 39%, respectively.
• In Hong Kong, 21% of consumers utilise credit for these unforeseen costs; while 53% view their debt as manageable, and a significant minority continues to struggle.
Assembly Source: YouGov’s “Debt, Savings, and Investing in 2026” survey
AD WATCH
Rick Kwan Executive creative director Grey Hong Kong
HOT: POCARI SWEAT’S “THE FUTURE NEEDS SWEAT” CAMPAIGN
Lately, it feels like every brand is rushing to make its ads futuristic. But it’s a tough puzzle to solve. How do you convey high-tech without making your work feel cold and robotic? While a lot of brands struggle with this, Pocari Sweat’s “The future needs sweat” campaign in Hong Kong gets it just right. It beautifully balances the digital worlds of augmented reality and future tech while staying completely true to what makes the brand special.
Pocari Sweat has always been about youth, energy, and epic highoctane dance numbers. This campaign keeps that alive, but gives it a modern spin. Instead of letting the technology take over, the art direction uses it to make the human energy pop. The visuals mix dreamy, digital landscapes, with cool AR overlays, creating a surreal stage for the dancers. They dive headfirst into the digital look, but anchor it with real human sweat.
Right at the centre of these sci-fi worlds are real children dancing their hearts out. The AR elements swirl around them, making their movement feel like a superpower. Plus, the classic blue and white brand colours keep everything feeling familiar and warm.
By mixing future tech with the raw, emotional energy of youth, Pocari Sweat proves the digital age doesn’t have to feel soulless. It has built a high-tech world that is entirely powered by human hearts.
NOT:
BROADWAY’S “LOVE IS IN THE SAKURA AIR” CAMPAIGN
On the flip side, we have campaigns that miss the mark when trying to ride the futuristic wave. The “Love is in the sakura air” (最寵愛 櫻花期 ) campaign in Hong Kong is a prime example of what happens when AI is used as a shortcut rather than as a creative tool. Even with Lolly Talk’s Yanny conversing with an AI-animated talking dog, it simply lacks the craft to be engaging with the core audience.
The campaign tries to create a romantic, cherry-blossom dreamscape, but the final graphics feel derivative and flat. Instead of pushing creative boundaries, the art direction relies on generic and glossy AI filters that we’ve all seen many times on social media. The visuals strip away any genuine texture, warmth or human emotion. And the use of AI to exaggerate the dog’s expression lies between trying to be humorous and realistic, with neither box ticked.
For Gen Z, who can spot low-effort digital replication from a mile away, the aesthetics fall straight into the “uncanny valley”. It feels artificial rather than magical. In trying to be trendy, the campaign lost the human touch, resulting in a sterile look that fails to capture the true, messy, beautiful feeling of romance. It serves as a reminder that if you’re going to use AI, you still need a strong creative vision and a human heart at the centre of it.
How cautious resilience is shaping Hong Kong’s 2026 economic narrative
In 2026, Hong Kong’s economic story isn’t being written in boardrooms, but in the checkout aisles and the digital carts of a city in transition. While macro-indicators hint at a 3.5% growth spurt, the real narrative is one of “cautious resilience”.
Karen Wong spoke to industry leaders to explore how a divided consumer landscape, and a structural realignment towards tech-driven growth are redefining the market.
While business sentiment in Hong Kong reflects a sense of cautious optimism, a deeper look at consumer behaviour reveals a city navigating a delicate financial balancing act. According to YouGov’s “Debt, Savings, and Investing in 2026” survey, the landscape is starkly divided – while 42% of Hongkongers report they are getting ahead or are comfortably ahead, the remainder are recalibrating their lifestyles in response to shifting economic pressures.
This shift is part of a broader trend across the APAC region, where consumers are moving towards a philosophy of “cautious resilience”. In Hong Kong, specifically, credit has become a vital safety net rather than a luxury tool, with 21% of residents relying on debt primarily to cover everyday expenses or unforeseen emergencies.
Although 53% of the population describes their debt as manageable, a significant minority continues to struggle, leading to a fundamental shift in the local psyche where 44% of consumers now acknowledge the utility of credit, but increasingly prefer a “save-up-tobuy” model over traditional borrowing.
Industry reactions
This era of fiscal vigilance is also mirrored on the agency front, where David Chan, head of
trading and partnership at dentsu International, describes 2026 as a reset towards smarter growth rather than a slowdown.
The macro outlook remains cautiously optimistic, with Hong Kong expected to grow around 2.5% to 3.5%, supported by improving exports, investment, and private consumption.
Chan notes the agency is seeing improved confidence compared with the previous two years, with businesses expecting a better operating environment driven by an influx of tourists and a more positive atmosphere in the property and stock markets.
“That said, clients are not simply ‘spending more’ – they are spending more selectively: More budgets into performance-led digital channels, greater scrutiny on ROI and attribution, and continued investment in CRM, data, and AI capabilities,” he said.
Echoing this demand for precision, Lawrence Yang, CEO of Publicis Media Hong Kong, observes that while many clients in travel, finance, and eCommerce are planning modest to healthy increases in media investment – consistent with the 12% ad spend growth seen in early 2026 – they are insisting on more accountability.
He added: “However, they insist on strict accountability: they will spend more, but only
on plans that are performance-linked, flexible, and backed by clear, real-time ROI.”
To ensure every media dollar works harder, Yang notes that Publicis is deploying AI-driven insights and agile teams focused on highgrowth sectors such as tourism, fintech, and social platforms, where digital ad spend is growing fastest.
To accurately evaluate the marketing landscape across Hong Kong, the Greater Bay Area, and Mainland China, Alice Chow, a former CEO of a renowned Hong Kong agency, argues the industry must look past the simplistic diagnosis the economy is merely “bad”.
“What is actually taking place is a profound and structural realignment towards high-quality, tech-driven growth.”
The ‘disciplined optimism’ in 2026
While overall marketing spend hasn’t hit full throttle yet, it is proving more resilient than many had forecast. Karen Ho, managing director of Greater China at Assembly, notes that while regional and global finance teams maintain strict oversights, the tone of conversations has turned forward-looking.
“Many clients are also reporting stronger business performances in the first quarter, which is starting to rebuild confidence,” she said.
“One misconception is that consumers switch from rational to irrational spending overnight. In reality, the transition is emotional. Consumers move from asking ‘Is this worth it?’ to ‘I deserve this’.
“In 2026, we will see consumers cut harder on things they don’t care about, but spend faster on things that make them feel special.”
Hong Kong is one of the fastest moving markets in Asia when it comes to that emotional swing, she added.
“Brands that outperform will not be the ones rebuilding their strategy after sentiment improves. They’ll be the ones already sitting on modular creative systems, flexible media models, and dual-track messaging frameworks that allow them to pivot within weeks, not quarters.”
Meanwhile, the broader economic framework supports this transition. The latest Budget suggests that investments in AI and new technologies are underpinning trade expansion across Asia. Furthermore, anticipated interest rate cuts in the US are expected to provide a fresh layer of optimism for Hong Kong’s asset markets.
Silas Ho, SVP of client leadership at WPP Media Hong Kong, is already seeing early signs of this recovery in retail activity and visitor arrivals.
“Our approach is to respond quickly without adding risk or unnecessary cost. Rather than building large campaigns upfront, we lean on our experience across sectors and work closely with WPP Creative to keep messaging simple, adaptable, and easy to adjust as conditions change,” he said.
“However, they insist on strict accountability: they will spend more, but only on plans that are performancelinked, flexible, and backed by clear, realtime ROI.”
Publicis is also adopting a similarly responsive posture by utilising always-on monitoring of property transactions and cross-border flows, which have recovered to 80% to 85% of prepandemic levels. By combining these insights with modular creative assets and pre-agreed “value-to-aspiration” playbooks, the agency is maintaining a rapid response capability.
Yang said the agency further leverages proprietary AI tools to instantly re-weight media and refresh creative tone, ensuring performance baselines remain intact while amplifying lifestyle storytelling.
To unlock this human potential, Chow believes forward-thinking marketers should
bypass commercial noise to isolate the core boardroom focus of the CMO and CFO.
“Rather than buying commoditised agency hours or relying on traditional pitch processes, I believe marketers should flex their strategic brainpower to steer their agency partners through raw and valuedriven frameworks,” she said.
“In an era where programmatic media waste is heavily scrutinised by boards, I believe marketers should demand absolute, militant transparency from their media partners.”
She added, “Winning strategies will focus on agencies that align their financial health with business sales and future growth.”
SNAPPED
Fashion Walk “Paterson Vibe”
DATE: 22 May – 21 June VENUE: Fashion Walk
1. Paterson Street, the heart of Fashion Walk, is where global fashion meets local culture. Now, “Paterson Vibe” is bringing that energy to life with five exclusive crossovers and four street parties.
2. The five Paterson Vibe items include limited-edition crossover items such as Mercury Recalls’ exclusive Paterson Vibe cocktail, which captures the rhythmic and laid-back spirit of the street.
3. Paterson Street has become a living canvas for a street-art journey. An eye-catching neon sign and street-style benches greet visitors at the entrance.
4. At the “Skateboard Playground”, visitors can dive into the energy of street sports, strike a pose like a true skateboarder, and unleash the raw spirit of competition.
Metro City Plaza “Football Fiesta”
DATE: 12 June – 20 July
VENUE: MCP CENTRAL, Level 1 Atrium
1. As the World Cup countdown begins, MCP CENTRAL will host a “Football Fiesta” to bring Hong Kong fans together for the summer of football.
2. The venue will feature a 2,000-square-foot-themed viewing zone with a 280-inch 4K screen broadcasting all 104 matches live for an immersive football experience.
3. MCP CENTRAL will partner with local brands to offer a dim sum cart that will deliver food directly to football viewers, bringing the traditional yum cha experience to late-night match screenings.
4. During the event, local craft beer brand hEROES Beer will offer two award-winning beers that have just won gold medals at the Korea International Beer Award, helping to energise the match atmosphere.
MTR “Station Rail Voyage: Explorer” Exhibition
DATE: From 16 May onwards VENUE: Concourse of MTR Hung Hom Station
1. MTR Corporation’s beloved “Station Rail Voyage” exhibition is back at Hung Hom Station, now reborn as the “Station Rail Voyage: Explorer” with new features to discover.
2. A highlight is the five-metre giant ticket wall featuring over 2,500 classic tickets and Octopus cards that trace the city’s evolution.
3. The revamped exhibition has added a “becoming a train captain” driving simulator and several interactive zones, giving visitors of all ages a first-hand taste of operating a train.
4. The new “railway daily” zone lets children dress up in staff and engineering uniforms and explore the railway operations as junior crew.
Noodoll Summer Mini Ricespud Collection
DATE: From 29 May onwards VENUE: Available at all Noodoll retail locations across Hong Kong
1. London-based plush toy brand Noodoll has unveiled its “Summer Holiday Series”, drawing inspiration from beachside living, seaside escapes, and carefree vacations.
2. The collection reinterprets classic characters in a playful and light-hearted way, infusing the plush series with a vibrant summer energy.
3. The collection introduces a series of cute mini Ricespuds, including Vacay Grandpa, Splashy, Captain Spudhook, and Aloha.
4. Designed to stand on their own, the characters can be placed anywhere such as on desks, bedside tables or shelves as part of everyday therapeutic decor.
The advertising industry continues to evolve, with new technologies and fresh opportunities emerging every day.
Agencies are embracing change, finding smart ways to manage competition, retain talent, run projects efficiently, and keep up with digital trends. Industry leaders and marketers have also risen to the occasion, helping their businesses to grow and to succeed.
In light of this, MARKETING-INTERACTIVE brought back the Agency of the Year Awards to celebrate Hong Kong agencies that have consistently delivered outstanding results for their clients.
An independent panel of experienced client-side marketers judged the awards, focusing on each agency’s overall performance rather than individual campaigns. Evaluation criteria included four key areas: performance, product, people, and perspectives. Participants demonstrated a strong commitment to excellence through creative innovation, strategic insights, cutting-edge technology, and impactful campaigns.
With 35 categories recognising different specialisations, agencies of all sizes had the opportunity to shine at this year’s Agency of the Year Awards, which gathered industry experts at the Kerry Hotel on 17 June.
All entries were carefully evaluated by a distinguished panel of 24 professionals. The competition was incredibly tight, with over 180 entries across 35 categories and a total of 143 trophies awarded to leading brands and agencies at the ceremony.
SILVER SPONSOR
RACHEL KWAN Head of Marketing
Arçelik Hitachi Home Appliances Hong Kong
ANGELA KWAN
General Manager – Marketing Eagle Property Management (CP)
EUNICE LEE Sales and Marketing Director, Greater China & Southeast Asia Costa Crociere S.p.A.
BETTY HO Head of Marketing, Asia Ghd
KATHY CHUNG Director, Performance Marketing, Asia Pacific Hyatt Hotels Corporation
JENMEI TAM
Associate Marketing Director – Retail
Lee Kum Kee (Hong Kong)
IRENE MAN
Marketing Director – Food, Hong Kong & Macau DFI Retail Group
STELLA LAI Head of Marketing, Hong Kong Hilti Asia Pacific
YOKO YEUNG
Marketing and Communications Director, Northeast Asia IWC Schaffhausen
JULIANA WONG Assistant General ManagerMarketing (HK) Link Asset Management
EVA LEUNG Managing Director, Chief of Corporate Communications and Marketing Shanghai Commercial Bank
MAGGIE SZE
Marketing Director
TamJai SamGor Mixian
JENNY LAM Head of Marketing and Development Hong Kong Dance Company
LISA TAM Director, Global Communications Johnson Electric
SELINA LI Head of Marketing & Communications Matilda International Hospital
JOEY WONG Head, Performance Marketing and Martech
Standard Chartered Bank Hong Kong
SALLY CHENG
Senior Marketing Director –Hong Kong, Taiwan, Macau & Mongolia The Coca-Cola Company
ELAINE TAI Director, Brand & Market Integration, APAC & US Retail VIVAIA
MICHELE MITSCHIENER Director of Global Communications Plaza Premium Group
PHILIP CHAU
Former Regional Director, Marketing Performance & Operations, Asia Sun Life Insurance
LAWRENCE CHAU Director of Consumer Interactive Transunion
SYLVANA LEE Head of Marketing Whiskers N Paws
DENISE WONG
Communication and Creative Director Vita Green
KEN CHAN Head of Marketing & Communication ZA Bank
B2B Agency of the Year
GOLD LOCAL HERO
DigiSalad
Independent
Current Asia
Independent
Independent SILVER
BRONZE Keysoc
B2C Agency of the Year
GOLD
Publicis Groupe Hong Kong
Publicis Groupe
SILVER
PHD Hong Kong
Omnicom Media Group
BRONZE LOCAL HERO
DigiSalad
Independent
Event Marketing Agency of the Year
GOLD LOCAL HERO We Glow Independent
BRONZE Uniplan Hong Kong Independent SILVER Eventist Independent
Content Marketing Agency of the Year
GOLD
Publicis Groupe Hong Kong
Publicis Groupe
SILVER LOCAL HERO
CMRS Digital Solutions
CMRS Group
BRONZE Cedar Hong Kong
Omnicom Media Group
Boutique
Agency of the Year
GOLD LOCAL HERO
Hatch Marketing
Hyphen Media
Independent
Best Client Retention Agency of the Year
GOLD LOCAL HERO
DigiSalad
Independent
Independent BRONZE
Independent
Zlashy
Independent
Publicis Groupe Hong Kong
Publicis Groupe BRONZE Ciao and Cheers
Media Agency of the Year
GOLD
WPP Media
WPP Media
SILVER
PHD Hong Kong
Omnicom Media Group
BRONZE Publicis Groupe Hong Kong
Publicis Groupe
Digital Agency of the Year
GOLD
OMD Hong Kong
Omnicom Media Group
BRONZE PHD Hong Kong
LOCAL HERO FABCOM Independent
Omnicom Media Group SILVER
WPP Media
WPP Media
LOCAL HERO DigiSalad Independent
WPP Media Hong Kong brings the best platform, people, and partners together — to deliver intelligent growth for the AI era.
Best Client Acquisition Agency of the Year
GOLD
Publicis Groupe Hong Kong
Publicis Groupe
BRONZE Hyphen Media Independent SILVER LOCAL HERO DigiSalad Independent
Creative Agency of the Year
GOLD
Publicis Groupe Hong Kong
Publicis Groupe BRONZE WHAZZUP Independent SILVER LOCAL HERO
Adbrownies Advertising Adbrownies Group
CRM & Loyalty Marketing Agency of the Year
GOLD LOCAL HERO
DigiSalad
Independent
CRO Agency of the Year
GOLD LOCAL HERO
DigiSalad
Independent
Data Analytics Agency of the Year
Admazes Independent
GOLD LOCAL HERO FABCOM Independent BRONZE DigiSalad Independent
Brand & Design Consultancy of the Year
GOLD LOCAL HERO
OHH!MY Independent BRONZE We Glow Independent SILVER
Publicis Groupe Hong Kong
Publicis Groupe
Independent Agency of the Year
Adbrownies
Adbrownies Group
Best Breakthrough Agency of the Year
Publicis Groupe Hong Kong
Publicis Groupe
Full-Service Agency of the Year
Integrated Marketing Agency of the Year
Industry Specialist Agency of the Year
GOLD LOCAL HERO
CM Binary Independent
Influencer Agency of the Year
GOLD
Publicis Groupe Hong Kong
Publicis Groupe
SILVER DigiSalad Independent
BRONZE The Hoffman Agency Hong Kong Independent
SILVER LOCAL HERO
RDS Digital Independent
BRONZE FABCOM Independent
Innovative Agency of the Year
GOLD LOCAL HERO
CMRS Digital Solutions
CMRS Group
eCommerce Marketing Agency of the Year
GOLD
Publicis Groupe Hong Kong
Publicis Groupe
WPP Media
WPP Media
BRONZE Publicis Groupe Hong Kong
Publicis Groupe
SILVER LOCAL HERO
THINK CHINA
Cathay Digital Company
BRONZE FABCOM Independent
MarTech Agency of the Year
GOLD LOCAL HERO
DigiSalad Independent
Consultancy of the Year
GOLD
Publicis Groupe Hong Kong
Publicis Groupe
SILVER
Publicis Groupe Hong Kong
Publicis Groupe
BRONZE
CMRS Digital Solutions
CMRS Group
SILVER LOCAL HERO
DigiSalad Independent
BRONZE Admazes
Independent
Performance Marketing Agency of the Year
WPP Media
WPP Media
Omnicom Media Group SILVER
Publicis Groupe Hong Kong
Publicis Groupe
BRONZE Omnicom Media Hong Kong - Kinesso
Production Agency of the Year
GOLD LOCAL HERO
Adbrownies Advertising
Adbrownies Group
LOCAL HERO FABCOM
Independent
Programmatic
Agency of the Year
GOLD
Publicis Groupe Hong Kong
Publicis Groupe
Public Relations Agency of the Year
GOLD
Publicis Groupe Hong Kong
DigiSalad Independent
Publicis Groupe BRONZE FABCOM Independent BRONZE Hatch Marketing Independent
5ives Communications Independent
Social Media Agency of the Year
Publicis Groupe
Publicis Groupe
Search Agency of the Year
Publicis Groupe
Hong
Publicis Groupe
Best Agency Culture
GOLD
Publicis Groupe Hong Kong
DigiSalad Independent
Best Client-Agency Partnership
Publicis Groupe GOLD
Publicis Groupe Hong Kong
Publicis Groupe
Agency Leader of the Year
5ives Communications
Independent Crystal Wai
Managing Director
OHH!MY Independent
Mok Tsz Ki Jke
Creative Director
Agency Team of the Year
DigiSalad Independent
Omnicom
We Glow HK Independent Florence Kong
Founder & Managing Director
Rising Star
Bravo Media
Independent
Tse Nok Yiu (Sarah)
Associate
Hylink
Hylink Group
PHD
Omnicom
Overall Agency of the Year Publicis Groupe Hong Kong
Walking away with the prestigious Overall Agency of the Year title was Publicis Groupe Hong Kong, which scored the highest number of accumulated points with 15 gold awards, four silvers and three bronzes.
Under Publicis Groupe’s creative system of “Make it right, make it work, make it magic”, the agency creates bespoke solutions for clients. Its operating system connects data and platforms, giving planners and creatives a full view of the data, and turning it into solid insights which helps speed up creative work and production.
Publicis Groupe’s BuzAI tool helps create and curate content specifically for brands in real time, using inputs such as CMI data, reports, and brand nuances as key factors. Its GenCanvas tools enable file and image analysis, as well as AI generation of text, images, video, and audio, supported by additional licensed creative assets. Meanwhile, the group offers a suite of tools that help target, learn, report, and reprioritise media investment.
For example, in its “We carry them all, big and small” AI-inspired campaign created for Cathay
Cargo, Publicis Groupe highlighted Cathay Cargo’s meticulous care and attention that each animal (including sloths, flamingos, alpacas, penguins and other adorable creatures) receives when using its live animal services. The agency used AI to ensure no animals were harmed in making the ad.
To nurture talent, Publicis Groupe Hong Kong has launched various initiatives. “Academy 101” is an intensive programme for junior, middle, and senior colleagues to advance their knowledge in media, social and influencer marketing, innovation, creativity, and strategic planning. The programme encourages everyone to learn beyond their job titles and gain new perspectives across all business units and centres of excellence.
Meanwhile, Publicis Groupe Hong Kong prioritises holistic wellbeing by creating an environment where employees can recharge and bring their best to both their work and life. Its diverse programmes support the varied needs of its talent, including in-office massages, yoga sessions, and healthy snacks.
Local Hero of the Year DigiSalad
Meanwhile, DigiSalad was crowned Local Hero of the Year with 12 Local Hero awards, six golds, four silvers, and five bronzes.
As an independent agency headquartered in Hong Kong with subsidiaries in Taiwan and Singapore, DigiSalad is owned by founder and creative director Tony Ng. The agency credits its independence for enabling it to move faster, think bolder, and deliver tailored solutions for clients.
DigiSalad has grown steadily from 22 employees in 2020 to 60 in 2025, covering areas such as digital marketing, mobile app development, website development, and cloud server hosting.
DigiSalad’s client base has also grown by 45%, with new clients coming on board and over 80% of existing clients continuing recurring engagements and expanding their partnerships with the agency. Over the years, DigiSalad has successfully delivered over 550 projects, each delivering measurable results for its clients and their end-users.
Last year, DigiSalad helped the Standard Chartered Hong Kong Marathon with its website user experience and user interface design and app development. DigiSalad designed and developed a mobile app and website featuring real-time updates, a widget-based content management system, social media integration, and a QR code link to improve the runner experience. Both platforms were optimised for clarity, readability, and smooth browsing through a thoughtful user experience and user interface design and navigation.
In terms of people development, DigiSalad fosters a supportive and engaging workplace that values team spirit, wellbeing, and recognition. Company announcements and appreciation are shared through internal messaging tools. Resource planning and project status are visible and accessible to all staff members, ensuring everyone is on the same page and working towards the same goal.
The rise of chief AI officers: How Hong Kong firms are institutionalising AI
In a world where every competitor uses the same models, how do you build a unique advantage? For Hong Kong’s business leaders, the answer lies in a single point of accountability.
Karen Wong spoke to industry players to explore the rise of the chief AI officer, and whether the role is a strategic pillar or simply a high-stakes signal to shareholders.
“Appointing a CAIO on top of that doesn’t accelerate transformation; it just adds a layer of governance over an unsolved problem. The role works when it brings the budget and mandate to fix the foundation, not just to strategise above it.”
Artificial intelligence (AI) has transitioned from a digital novelty to an indispensable pillar of modern enterprise. In Hong Kong, this shift is evidenced by a growing number of organisations formalising the chief AI officer (CAIO) role to centralise leadership and accelerate adoption.
And major financial institutions are setting the pace. HSBC recently appointed David Rice as its inaugural chief AI officer, a move designed to provide enterprise-wide leadership. The role is central to the bank’s “future-ready” strategy by focusing on embedding AI solutions that streamline internal operations while enhancing the customer experience.
Similarly, Manulife has named Hongjuan Liu as its chief AI and data officer for Hong Kong and Macau. This strategic appointment follows Manulife’s recent redomiciliation, and underscores its ambition to transform both places into AI centres of excellence.
In a conversation with MARKETINGINTERACTIVE, Patrick Graham, CEO of Manulife Hong Kong and Macau, said that building on the company’s global leadership in responsibly deploying AI-enabled solutions at scale, Manulife continues to advance its journey towards becoming an AI-powered organisation – a clear strategic priority.
As AI shifts from experimentation to enterprise-wide adoption, Graham noted the
creation of the chief AI and data officer role for Hong Kong and Macau reflects both the growing scale and strategic importance of AI in the region, as well as the company’s commitment to responsible and well-governed adoption aligned with regulatory expectations.
“The most significant opportunity a CAIO brings isn’t actually a technical one, it’s the ability to pull a company out of ‘pilot purgatory’,” said Eric Thain, chairperson of the AI Society of Hong Kong and venture partner at e&r.
“Most organisations right now are busy collecting AI tools, but they haven’t figured out how to turn them into an engine. A CAIO provides that missing link by building what I call a unified decision layer. They ensure the AI isn’t just a bolt-on accessory, but a force multiplier that actually moves the needle on the P&L.”
Beyond the numbers, a CAIO creates a “judgement moat”, he added. “In a world where every competitor has access to the exact same models, your only real competitive advantage is your unique human wisdom and how you orchestrate it.”
The CAIO’s job is to architect a system where the machine handles the volume, but the human in command handles the intent, ideally with control at every layer, he added.
“This allows a firm to scale its operations without suffering from functional sedation – the
dangerous state where leaders stop questioning the ‘why’ behind the machine’s output.”
Who owns the transformation?
While the CAIO role is gaining traction, the “ownership” of AI varies across the market. Arthur Shek, managing partner at McKinsey Hong Kong, observes that many firms still distribute AI responsibilities among the CEO, CIO, and chief transformation officer.
“In fact, for the most successful AI transformations, we believe the entire management team needs to drive AI across their respective areas, while also acting together as a top team,” Shek cautioned.
He noted that while a CAIO signals a strong commitment to change, there is a risk of the initiative becoming “siloed” if the officer is disconnected from core business operations.
Beyond internal alignment, the CAIO serves as a vital bridge to the outside world. Nathan Petralia, country head for Hong Kong at Ogilvy One and Verticurl, argues that a single point of accountability prevents decision paralysis.
“A CAIO compresses the gap between identifying a use case and production deployment – the exact point where most enterprise AI programmes currently lose momentum,” Petralia explained.
“The role provides a credible counterpart for vendors and regulators, shifting the corporate
narrative from ‘exploring AI’ to ‘executing a governed road map’.”
However, he issued a note of caution: the role is only effective if it arrives with the mandate to build a foundation.
“I still see clients in APAC where identity resolution and first-party data infrastructure are immature,” he said.
“Appointing a CAIO on top of that doesn’t accelerate transformation; it just adds a layer of governance over an unsolved problem. The role works when it brings the budget and mandate to fix the foundation, not just to strategise above it.”
The talent war and the future CMO
The hunger for AI leadership is a symptom of a much broader talent hunt. Data from Deel and its partner SEEK reveals that demand for AI-related skills in Hong Kong has surged 38% since 2019. As of February 2026, AI competencies are now required in nearly 5% of all local job postings.
This shift will inevitably reshape other leadership roles, including the CMO. While future marketing leaders may not need to be experts in LLM architecture or chip-level technicalities, Shek believes they will need to master AI’s impact on marketing agility.
“Future CMOs must understand how to structure a tech-savvy marketing organisation
and build working models that attract AI-fluent talent,” he said.
He added that for successful AI transformations, and for every dollar spent on the tech, at least two to three dollars is spent on change management – changing processes, ways of working, governance, incentives, and culture.
“That is often the difference between pushing initiatives, and real change in how the business operates and performs because of AI.”
By institutionalising AI leadership, Hong Kong firms are not just keeping pace with global trends, they are translating enterprise-level capabilities into locally relevant, high-impact solutions, that are cementing the city’s status as a regional tech hub.
In 2026, the CMO/CAIO relationship will be the most critical power duo in the C-suite, according to Thain.
“The CAIO provides the infrastructure for scale, but the CMO must provide the brand guardrails and strategic goals,” he said.
“If a CMO lacks deep AI literacy, they risk falling into functional sedation – a state where they stop questioning the ‘why’ behind the machine’s output. To remain a ‘sovereign leader’, the modern CMO must be able to audit the logic of the machine and then architect it iteratively, not just read its reports.”
In a saturated marketing landscape, relevance often hinges on creativity. Campaigns that embrace risk and defy conventions capture attention while fostering lasting engagement. They cultivate emotional resonance, generate meaningful dialogue, and deliver measurable business outcomes without the excessive noise.
Serving as a platform to honour the most innovative and impactful creative work within Hong Kong’s dynamic marketing services landscape, this year’s MARKies Awards gathered industry experts at the JW Marriott Hotel Hong Kong on 29 May to compete for recognition of their outstanding work.
All submissions were carefully assessed by a distinguished panel of 33 professionals. Driven by visionary marketers who have redrawn the lines of modern marketing, this year’s entries brought exceptional creativity to the forefront.
We would like to thank our esteemed panel of judges for dedicating their time and effort to reviewing over 640 entries across 40 categories. Congratulations to all the finalists and winners for their achievements.
JENIFER
JOEY LI Marketing Director PrimeCredit JOANNE LEUNG Deputy General Manager (Retail Marketing & Promotions) Sino Group
CLARA SO Head of Segment Marketing Standard Chartered Bank (Hong Kong)
GOLD
Poem Communications
Client: College of Liberal Arts and Social Sciences at CityUHK Campaign: FASHION TO RECONNECT: A Tale of Two Style Capitals
SILVER
Leo Hong Kong, Digitas Hong Kong, MSL Hong Kong
Client: Cathay Cargo Campaign: We carry them all, big and small
Campaign: Cathay Connected Identity: From First- Party Data to Full- Ecosystem Growth
GOLD
Omelette Digital, MTR* advertising - JCDecaux Transport
Client: HKTVmall Campaign: HKTVmall CASHBACK
SILVER Omelette Digital
Client: Uber Hong Kong Campaign: 11 Years, Always By Your Side
BRONZE
Bravo Media, WPP Media HK
Client: UA Finance Campaign: “Go big, go UA. The largest in Hong Kong.”
GOLD
iProspect Hong Kong, Omelette Digital, Pontac, Untitled, The Trade Desk
Client: SHISEIDO HONG KONG Campaign: ULTIMUNE Full Bloom Beauty Campaign
SILVER
Digitas Hong Kong, APX Exchange
Client: Cathay Pacific Campaign: Future-Ready Marketing: Flying Smarter with Data & Intelligence
BRONZE AsiaPac Net Media
Client: Invesco Campaign: Invesco QQQ ETF Hong Kong Cross-Listing Campaign
GOLD
iProspect Hong Kong
Client: Mentholatum (Asia Pacific)
Campaign: Little Nurse is in the AI-R – eShop campaign
SILVER WPP Media
Client: UA Finance
Campaign: UA Finance 0% interest rate campaign
BRONZE
Havas Hong Kong
Client: A Bathing Ape (BAPE)
Campaign: Search as Cultural Amplifier: From Hype to Heart. Bathing Ape’s Search-Led Revival Among Gen Z
BEST IDEA – LAUNCH/REBRANDING
GOLD
Omelette Digital, Omnicom Media, MTR* advertising - JCDecaux Transport
Client: HKTVmall Campaign: HKTVmall CASHBACK
SILVER
NoTwo HK
Client: Samsung Electronics Hong Kong Campaign: Galaxy AI Brings Us Closer Together
BRONZE
The Bridge Agency, Starcom, Saatchi & Saatchi
Client: Uni-China Group
Campaign: Nongfu Spring Portfolio Launch
GOLD
BBDO Hong Kong, WPP Media Hong Kong
Client: MTR Corporation
Campaign: Building the Future Today
SILVER
Project Doloo
Client: WeWa Card
Campaign: WeWa Plays Big: Pak Pak Pak World Record Challenge
BRONZE
Secret Tour (HK)
Client: WeWa Card
Campaign: From “Threads Admin” to “Waiving the +1”: How WeWa Mastered the Gen Z PlayEarn Loop
GOLD
PS Workshop
Client: Coca-Cola China
Campaign: Share a Coke, who will you share a Coke with?
SILVER
Zenith HK, APX Exchange
Client: Hong Kong Disneyland
Campaign: Hong Kong Disneyland 20th
Anniversary – “The Most Magical Party of All”
BRONZE
MakeItLoud, The Bridge Agency
Client: Merry Balloon
Campaign: Merry Balloon Hong Kong 2025
Best of Show – Campaign BacktotheBeginning
McDonald’s Hong Kong’s “Back to the Beginning” campaign took home eight trophies – seven golds and one silver, successfully winning the hearts of the judging panel.
Done in collaboration with creative agency BBDO Hong Kong and media agency OMD Hong Kong, the campaign ran from 14 September to 19 October last year. Targeting Hongkongers of all ages, it celebrated McDonald’s Hong Kong’s 50th anniversary by going back to the brand’s earliest days in the city.
To make a 50-year-old brand feel vital, relevant, and emotionally resonant without looking like a narcissistic corporation, the campaign transformed its 1975 origin story into an immersive time machine, leveraging Hong Kong’s craving for nostalgia to uplift the brand and business to new heights.
The campaign launched with a 10-minute film, “Back to the Beginning”, starring Nicholas Tse as McDonald’s Hong Kong’s first store manager. The drama captured the
opening day chaos in 1970s Hong Kong, as a rookie crew gets overwhelmed by a massive crowd on Paterson Street. Using historical archives, the team built a one-to-one replica of the 1975 store. Aired as a primetime TV special, the film turned the brand’s origin into a mass-audience entertainment event.
The campaign then broke the fourth wall, moving the physical film set to the West Kowloon Cultural District for a ticketed immersive exhibition. Visitors could walk through the 1975 store, explore 50 years of artifacts, and relive their childhoods.
To drive restaurant foot traffic, the campaign brought back Tse’s “My Taste of Hong Kong” burger, originally created years earlier. Tse, a celebrity chef, designed the limited-time burger to reinterpret local flavours. Fans had frequently requested its return, so the revival connected the campaign’s nostalgic theme to a tangible product.
Best of Show – Agency
BBDO Hong Kong
Behind every successful campaign, agencies play a significant role in crafting and shaping the storytelling concept. This time, BBDO Hong Kong, the Best of Show –Agency winner, secured a total of 19 trophies, including 11 golds, seven silvers, and one bronze award.
In addition to the “Back to the Beginning” campaign, BBDO Hong Kong executed several thought-provoking initiatives, including the “i’m lovin’ 50” and “From Bites to Beats” campaigns for McDonald’s Hong Kong; “Building the Future Today” for MTR Corporation; and the “Octopus GO – Turning Unseen Convenience into Unignorable Culture” for Octopus Holdings. These campaigns impressed the judges with their emphasis on creative ideas and effective implementations.
The “Building the Future Today” campaign, created in collaboration with media agency WPP Media Hong Kong for MTR Corporation, caught the judges’ attention with its clever use of cultural storytelling. Running from 15 October to 6 December last year, the campaign targeted the general public.
MTR Corporation knew that people often doubt railway projects during construction, but love them once finished. The goal was to change the timeline –earning that appreciation early, before a single track was laid, rather than changing people’s minds. To do this, the campaign connected with the return of “Back
to the Past” and used its futuristic theme to make MTR’s expansion plans more concrete and relatable through a story people already loved.
Themed “Step into the Future”, the campaign featured two TV commercial mini-blockbusters with Raymond Lam as the “emperor” from “Back to the Past”. He is seen travelling through Hong Kong’s MTR network – from today’s Tuen Ma and the East Rail Line to the future Kwu Tung Station and the Tung Chung Line Extension. A Linda Chung cameo reinforced that with MTR, anywhere is reachable.
To drive deeper message penetration, the campaign hijacked an MTR-owned touchpoint: in-train announcements. It replaced the standard corporate script with the emperor’s unmistakable voice and signature laugh as he “patrolled” the network, and declared the benefits of future rail lines.
The campaign closed with the “Step into the Future” exhibition, which took visitors through three chapters: The beginning, the present, and the future. With the emperor narrating an immersive experience, abstract plans became a real journey through time.
This year’s entries showcased exceptional creativity from marketing professionals who pushed boundaries. We believe this year’s awards will pave the way for exciting industry initiatives for years to come.
