an award-winning and one of the leading creative agencies in Hong Kong, since 1998.
🎯 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”
屋外ロケは、まさに天候との戦い ☔️🌤️。どれだけ完璧なプランを立てても、突発的な雨や強風が撮影を一瞬で台無しにする ことは珍しくありません。特に青空が不可欠なCM撮影 では、その影響は計り知れません。「夏だから晴れるはず」「南の方だから青い空が広がるはず」—— そんな楽観的な予測が通じないのが、ロケ撮影の難しさです。 Continue reading “【マーケの種29】ロケと天候 – 予測不能な自然との戦い”
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”
若者に人気の飲食料ブランドの年間キャンペーン をお手伝いした際、改めて**「広告では届かないものもある」** ということを痛感しました。このブランドはCMの完成度が高く、調査でもクリエイティブが売上に貢献しているのは明らか で、私たちもご縁をいただけたことに感謝していました。しかし、ある出来事をきっかけに、マーケティングの本質は広告だけではない ということを強く実感したのです。 Continue reading “【マーケの種28】複数のCM視聴より1回のイベント体験が心に残ることもある”
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”
正露丸 は、香港でも最強のブランドの一つです。長年にわたり、多くの家庭で愛用され続けており、私たちもお手伝いできることを光栄に思います。皆さんは正露丸を飲まれることがありますか？ Continue reading “【マーケの種27】正露丸 – 100年ブランドの信頼”
Seirogan is one of the most iconic and trusted brands in Hong Kong. For many years, it has been a staple in countless households, and we are honored to contribute to its legacy. Have you ever used Seirogan? Continue reading “Seeds of Marketing 27: Seirogan – The Trust of a 100-Year-Old Brand 💊”