One Under 30: Young Marketer Spotlight – Noc Choi

As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30: Young Marketer Spotlight” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time

This week we feature Noc Choi, Growth Director from DDB Group Hong Kong.

Choi, a native of Hong Kong, told us that his personal mantra is “Get comfortable with being uncomfortable” – something a senior creative told him years ago and he has kept with him in his belief that “Pain is part of the process – though sometimes it’s so freaking painful.”

The Basics

Name: Noc Choi
Age: 30
Agency: DDB Group Hong Kong
Position: Growth Director
Hometown: Hong Kong
Current Location: Hong Kong
Education: Bachelor of Social Sciences in Applied Sociology – City University of Hong Kong (2013)

Seven Questions

How did you get your first break in the industry?

Being a sociology student, the skepticism of advertising was naturally planted in me – advertising was designed to drive capitalism…. it seemed far from some of the values and ideologies I was fascinated with.

A summer writing course changed my mind. The instructor turned out to be a strategic planner and throughout the course, he taught nothing about writing, but instead how to look at a problem differently, how to write a brief, and how to deliver a powerful presentation. I was immediately fascinated by the art of advertising and realized that creativity is powerful. And most importantly, that it can change the world.

By the time I finished watching a case video of S’Oil’s Here Balloon campaign, I was determined that one day I would be a planner. And here I am.

What is your personal mantra?

“Get comfortable with being uncomfortable”. The uncomfortable works. The uncomfortable briefs, or the uncomfortable people. I heard this phrase from a senior creative years ago, found it really interesting and it’s now always in the back of my mind. Growth is like building muscle. Pain is part of the process – though sometimes it’s so freaking painful.

From what person, place or thing have you drawn your greatest creative inspiration?

Liu Yichang, a writer who wrote the first-ever Chinese stream of consciousness novel. His books reveal the craziest and the most emotional sides of the mind.

What do you love about the job?

Adding value gives me a sense of achievement. Adding value to the creatives. To the clients. And to colleagues.

What about your job are you not so crazy about?

Admin! Quotations, invoicing, timesheets, leave applications…

What is some work you’ve done that you’re most proud of?

Rainbow Lions for HSBC. I liked how it took some rebellion from the team and making it happen when initially quite a lot of seniors from the agency and clients said NO.

If you had to choose another career, what would it be?

Voice-over talent. A simple yet sophisticated skill.