Seeds of Marketing 30: Briefing for Agencies (1) – Challenges Stemming from Insufficient Information Sharing

🎯 In Hong Kong’s marketing landscape, inadequate briefings remain a significant challenge—particularly in competitive pitch settings. While clients often express a desire for “creative proposals,” they frequently fail to provide the strategic context necessary to support that expectation. Continue reading “Seeds of Marketing 30: Briefing for Agencies (1) – Challenges Stemming from Insufficient Information Sharing”

Seeds of Marketing 29: On Location and Weather – Battling the Unpredictable Forces of Nature

Outdoor shoots are quite literally a battle against the weather ☔️🌤️. No matter how perfect the plan, sudden rain or strong winds can ruin a shoot in an instant. This is especially true for commercials where a clear blue sky is essential—the impact of unfavorable weather is immeasurable. “It’s summer, so it should be sunny,” or “It’s the south, so the skies should be blue”—such optimistic assumptions often don’t hold up when it comes to the challenges of on-location filming. Continue reading “Seeds of Marketing 29: On Location and Weather – Battling the Unpredictable Forces of Nature”

Seeds of Marketing 28: One Event Experience Can Leave a Deeper Impression Than Multiple Ad Views

When we assisted with the annual campaign of a food and beverage brand popular among young people, we were reminded once again that there are things “advertising alone cannot achieve.” This brand’s commercials were highly polished, and research clearly showed that their creative work was contributing to sales. We were grateful for the opportunity to work with them. However, one particular event made us realize that the essence of marketing goes beyond just advertising. Continue reading “Seeds of Marketing 28: One Event Experience Can Leave a Deeper Impression Than Multiple Ad Views”

Seeds of Marketing 26: Why Supplements Keep Attracting People Repeatedly 💊

The supplement market continues to grow, even in Hong Kong, where traditional Chinese medicine enjoys enduring popularity. Last year, NMN-based products captured the spotlight, but this year, probiotics have taken center stage. With their promise of supporting gut health, aiding digestion, and Continue reading “Seeds of Marketing 26: Why Supplements Keep Attracting People Repeatedly 💊”

Seeds of Marketing 24: A Notorious Failure in the Internet Era: The United Airlines Guitar Incident


The Internet Era: Where Corporate Missteps Are Exposed Instantly 🌐⚡

In the age of the internet, a company’s missteps can be brought to light in an instant. One iconic example of this is the 2008 United Airlines guitar incident 🎸✈️. While it happened some time ago, this case still offers valuable lessons about how customer service can impact a brand 📖✨. Continue reading “Seeds of Marketing 24: A Notorious Failure in the Internet Era: The United Airlines Guitar Incident”

Seeds of Marketing 22: “The Future of Copywriters”


Will Copywriters Be Replaced by AI?

Among creative professions, there’s a growing concern that copywriters might be the first to be “taken over” by AI 🤖💬. After all, AI can generate an infinite number of copies based on vast amounts of data. Its advantage in terms of “quantity” and “speed” is undeniable. But does this mean copywriters will become obsolete? The answer isn’t so simple 🤔✨. Continue reading “Seeds of Marketing 22: “The Future of Copywriters””

Seeds of Marketing 21: “The Challenge of Bridging Generational Gaps”


The Z and Alpha Generations Are Leading the Charge

For the Z and Alpha generations, digital technology and AI are second nature 🌐🤖. These younger generations are striving to pave the way for a new era while persuading older-generation leaders to embrace change. The resulting friction and clashes can now be seen across many companies 💼💥. Continue reading “Seeds of Marketing 21: “The Challenge of Bridging Generational Gaps””

Seeds of Marketing 20: “Amazon’s Recommendations” – How They Came to Be


The Secret Behind Amazon’s Recommendations

Have you ever noticed the “Recommended Products” that pop up on Amazon’s checkout page? 🛒✨ Believe it or not, this idea is inspired by the same concept as the impulse-buy items placed near supermarket checkout counters! It’s a classic strategy to encourage “add-on purchases,” but adapted for the online world. While the idea seems incredibly simple, the journey to its creation involves a fascinating story. Continue reading “Seeds of Marketing 20: “Amazon’s Recommendations” – How They Came to Be”