Honoured as the Oscar of the Marketing industry and organized by the Hong Kong Management Association (HKMA), the results of the HKMA/TVB Awards for Marketing Excellence 2013 were announced tonight (Monday, 28 October 2013), during the Award Presentation Dinner at JW Marriott Hotel Hong Kong.
The Gold Award for the Campaign Awards this year went to "PCCW-HKT mobile service `Ultimate Mobility` " by HKT Limited. Mr Bruce Lam, Chief Marketing Officer - Wireless Business, HKT Limited expressed his heartfelt thanks to all HKT staffs, his wireless business team, their creative agency partner - Uth and their media agency - MediaWise for their superior performance in making this groundbreaking campaign an exemplary case and bringing revolutionary experience to every consumer in Hong Kong.
The Marketer of the Year this year went to Ms Yvonne Tang, Marketing Director, McDonald`s Restaurants (Hong Kong) Limited. Ms Tang was truly honored to receive the Award and to be recognized by the judging panel which represented great leadership from broad-ranging industries. She believed that "The bigger the idea and the bolder the action, the better results we can achieve". And this award reaffirmed her belief. Ms Tang also expressed her heartfelt thanks to the entire McDonald family for their relentless support and commitment to "let sky be the limit".
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 28th 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 Dr Dennis Sun BBS JP, Chairman of the Association; Mr Fred Lam, Executive Director, Hong Kong Trade Development Council was the Guest of Honour of the Award Presentation Dinner. Mr Lam delivered a thought-provoking speech on marketing during the occasion.
All the Awards were presented by Dr Dennis Sun; Mr Fred Lam; Dr Norman Leung, Executive Chairman, Television Broadcasts Ltd; Mr Alfred Chan BBS, Managing Director, The Hong Kong and China Gas Company Limited and Deputy Chairman, HKMA; Dr Michael Chan, Chairman , Caf de Coral Holdings Limited and Executive Committee and Council Member, HKMA; Dr C H Fan, Managing Director , Synergis Holdings Limited and Executive Committee and Council Member, HKMA; Dr Albert Ma JP, Chairman & Managing Director, Hong Kong LP Gas (Holdings) Limited and Executive Committee and Council Member, HKMA during the ceremony.
The results of Campaign Awards and Individual Awards were as follow:
CAMPAIGN AWARDS
| Gold Award |
PCCW-HKT mobile service `Ultimate Mobility`
HKT Limited |
Judges` Comment: "This was commended as a top-class marketing campaign which has successfully achieved a breakthrough in the highly saturated and competitive mobile communications market through excellent product development and highly professional marketing execution…The achievements in both marketing and financial values were truly remarkable. The campaign could be a case study for the best practice of strategic marketing."
| Silver Award |
Doraemon Brings Innovative Surprises through Joyful Experiences
Harbour City Estates Limited |
Judges` Comment: "This was commended as an exemplary campaign, which has achieved phenomenal marketing and financial results, while at the same time reinforced the company`s leading position in the shopping mall industry…The "think big" mentality was excellent and it was amazing that Doraemon has enhanced the "Happiness" not just for shoppers but also Hong Kong people across different age group."
Bronze Award
Love the Planet 4.22 Hong Kong Goes Green Monday
Green Monday Limited
Judges` Comment: "This was commended as a highly cost effective marketing campaign which has successfully aroused Green awareness and the need for reducing meat consumption in order to save the Planet…As a whole, it was not only a successful marketing project but an on-going mission deserving widespread community support."
Excellence Awards
Turning Brand Culture into Customer Benefit - Fairwood 40th Anniversary
Fairwood Holdings Limited
Judges` Comment: "This was commended as a well planned and well devised marketing campaign, which has successfully ridden on Fairwood`s 40th Anniversary celebration to enhance its unique brand culture and equity among the general public…The campaign has successfully boosted sales and improved the brand`s likeability through promoting its brand culture."
Breakthrough the Dark Side of Hong Kong Disneyland
Hong Kong Disneyland |
Judges` Comment: "This was commended as a bold and original marketing campaign which enabled Hong Kong Disneyland (HKDL) to enhance its penetration into the young adult market…The significant increase in young adult guests and corporate buyouts was critical element to validate the success of the campaign. The campaign has brought a new festive park entertainment experience for all people in Hong Kong."
I`m Amazing
McDonald`s Restaurants (Hong Kong) Limited
Judges` Comment: "This was commended as an innovative and well-integrated campaign, which has successfully enhanced the brand preference for McDonald`s and re-connected the brand with its target customers in a highly creative way... The campaign contributed to the enhancement of McDonald`s socially responsible image. It has definitely raised young parents` attention to the healthy development of kids in Hong Kong."
| MERIT AWARDS |
Low Low Price Watcher
The Dairy Farm Company Ltd - Wellcome |
Judges` Comment: "This was commended as an innovative and highly effective marketing campaign which has successfully reinforced Wellcome`s brand value and created a strong bonding with its target customers through an interactive push-and-pull marketing strategy... In addition to an impressive increase in sales, the campaign has greatly enhanced the perception of Wellcome as a low price leader as well as an "IN", trendy and customer centric supermarket chain."
Happy Wednesday
The Hong Kong Jockey Club |
Judges` Comment: "This was commended as an outstanding and well-thought out marketing campaign which has, through clear market segmentation and exceptional promotional tactics, successfully expanded and tapped the younger generation market and revitalized the brand of The Hong Kong Jockey Club (HKJC)…"Happy Wednesday" has created and continued to stimulate demand for the prospective customers to have a mid-week entertainment experience coupling with the excitement of horse racing."
It`s Mac Time Tonight
McDonald`s Restaurants (Hong Kong) Limited |
Judges` Comment: "This was commended as a well planned and well executed campaign which has, through a focused message and excellent communication strategies, effectively developed a new revenue stream by offering a brand-new dining experience to its core young consumers... The campaign has achieved a sustainable growth in sales and IEO market share and has effectively re-elevated the image of McDonald`s as a fun place for its core young consumers."
TSL︱謝瑞麟 Brand Revitalization - Rising from The Gloom
TSL | 謝瑞麟 |
Judges` Comment: "This was commended as a well planned and well devised marketing campaign, which has successfully regained TSL`s reputation and presented the brand in a completely new light through a comprehensive revitalization from the inside out... The record-breaking sales performance was the greatest testimony for the passion and tremendous efforts behind the campaign."
 CITATION FOR INNOVATION |
Pricerite Express
Pricerite Stores Limited |
 CITATIONS FOR OUSTANDING TV CAMPAIGN |
`Always Game` Rugby Seven Campaign
Cathay Pacific Airways |
PCCW-HKT Ultimate Mobility
HKT Limited |
 CITATIONS FOR DIGITAL MARKETING |
Breakthrough the Dark Side of Hong Kong Disneyland
Hong Kong Disneyland Resort |
Pricerite Express
Pricerite Stores Limited |
 CITATIONS FOR OUTSTANDING SMALL BUDGET CAMPAIGN
Love Our Planet 4.22 Hong Kong Goes Green Monday
Green Monday Limited |
CITATION FOR EXCELLENCE IN MAINLAND MARKETING
Chow Tai Fook The Perfect One Wedding Campaign 2012
Chow Tai Fook Jewellery Company Limited
BEST MARKETING PARTNER AWARD
OMD
BEST PRESENTATION AWARD
Mr Clive Chow
Assistant Vice President, Mobile Marketing
HKT Limited
INDIVIDUAL AWARDS
MARKETER OF THE YEAR
Ms Yvonne Tang
Marketing Director
McDonald`s Restaurants (Hong Kong) Limited
DISTINGUISHED MARKETING LEADERSHIP AWARDEES |
| Ms Elman Lee |
Ms Emily Chow |
| Group Marketing Manager |
Head of Marketing |
| The Dairy Farm Company Limited - Wellcome |
Prime Credit Limited |
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| Ms Yvonne Tang |
Mr Anthony Jim |
| Marketing Director |
Director - Group Marketing |
| McDonald`s Restaurants (Hong Kong) Limited |
TSL | 謝瑞麟 |
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| Mr Richard Leong |
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| Marketing Director |
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| Pizza Hut Hong Kong Management Limited |
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| OUTSTANDING MARKETING PROFESSIONAL AWARDEES |
Ms Catherine Law
Assistant Manager,
Brand and Loyalty, Digital Engagement
American Express International Inc.
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Ms Ivy Sung
Marketing Manager
The Dairy Farm Company Limited - Wellcome
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Ms Karen Chan
Marketing Manager
The Dairy Farm Company Limited - Wellcome
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Mr Wallis Chow
Chief Marketer
Okamoto Industries (H.K) Limited
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Ms Janet Lau
Senior Marketing Manager
The Dairy Farm Company Limited - Wellcome
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| HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2013 - PANEL OF JUDGES |
| Campaign Awards |
- Mr Ivan K L Chu, Chief Operating Officer, Cathy Pacific Airways Limited
- Mr Eric Hui, Chief Executive Officer, General Insurance Hong Kong, Zurich Insurance Company Ltd
- Ms Monica Lee-Müller, Managing Director, Hong Kong Convention and Exhibition Centre
- Mr Patrick S Lee, Chief Executive Officer, North Asia and China, Inchcape Hong Kong
- Ms Catherine Wang, Operating Director, President Office, The eslite Spectrum Hong Kong Limited
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| Individual Awards |
- Mr S K Cheong, General Manager, Television Broadcasts Ltd
- Mr Robert Chan, Executive Director, Peninsular Asia Group
- Ms Christine Lam, Country Business Manager, Citibank Hong Kong
- Mr William Leung BBS JP, Executive Director and Chief Executive Officer, Sun Hung Kai Financial Limited
- Mr Edmund Mak, Chief Executive Officer and Executive Director, Bossini Enterprises Limited
- Dr Kim Mak BBS JP, Executive Director, Corporate Affairs, The Hong Kong Jockey Club
- Mr Wilson Shao, Managing Director, Ngong Ping 360 Ltd
- Mr Larry Sze, CEO, Gilman Group
- Mr Kent Wong, Managing Director, Chow Tai Fook Jewellery Group Ltd
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| Board of Examiners |
| Marketing Management Committee 2011/12 |
- Mr S K Cheong, General Manager, Television Broadcasts Ltd
- Professor T S Chan, Shun Hing Chair Professor of Marketing, Lingnan University
- Ms Lily Chan, Chief Executive Officer, The Dairy Farm Co Ltd - Mannings (HK & Macau)
- Ms Deborah Cheng, Vice President, International Business I.T Limited
- Ms Rosetta Fong, Chief Executive Officer, Convoy Financial Services Ltd
- Ms Randy Lai, Managing Director (Hong Kong) & Regional Manager (Taiwan), McDonald`s Restaurants (Hong Kong) Limited
- Mr Bruce Lam, Chief Marketing Officer, Wireless Business, HKT Ltd
- Mr Paul Pei, Executive Diretor, Sales & Marketing, Ocean Park Corporation
- Mr Alfred Tsoi, Chief Executive Officer, JDB Holdings Ltd
- Ms Jeny Yeung, Commercial Director, MTR Corporation Limited
- Mr Robert Young, CEO, Food for Good Limited
- Mr Titus Yu, Senior Regional Director, The Prudential Assurance Co Ltd
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| Marketing Awards Organizing Committee 2013 |
- Mr S K Cheong, General Manager, Television Broadcasts Ltd
- Mr Robert Chan, Executive Director, Peninsular Asia Group
- Mr Tom Chan, Managing Director, Commercial Group, HKT Ltd
- Mr Raymond Fung, Vice President, Business Imaging Solution Group, Canon Hongkong Ltd
- Ms Christine Lam, Country Business Manager, Citibank Hong Kong
- Mr Eric Leung, Chief Executive Officer, Tao Heung Group
- Mr Vincent Leung, Senior Vice President, SKECHERS Hong Kong Ltd
- Mr William Leung BBS JP, Executive Director and Chief Executive Officer, Sun Hung Kai Financial
- Mr Edmund Mak, Chief Executive Officer and Executive Director, Bossini International Holdings Limited
- Dr Kim Mak BBS JP, Executive Director, Corporate Affairs, The Hong Kong Jockey Club
- Mr Wilson Shao, Managing Director, Ngong Ping 360 Ltd
- Mr Stanley Sun, Managing Director, Fuji Photo Products Company Limited
- Mr Larry Sze, CEO, Gilman Group
- Mr K K Tsang, CEO and Founder, The Bees
- Mr Joseph Wong, Chairman & CEO, Stelux Holdings International Ltd
- Mr Kent Wong, Managing Director, Chow Tai Fook Jewellery Group Ltd
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