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.”
Name: Noc Choi
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)
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.
“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.
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.
Adding value gives me a sense of achievement. Adding value to the creatives. To the clients. And to colleagues.
Admin! Quotations, invoicing, timesheets, leave applications…
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.
Voice-over talent. A simple yet sophisticated skill.
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