As part of an ongoing series highlighting young talent in the industry, Branding in Asia brings you “One Under 30” – a special feature that focuses on up-and-coming talent in the ad world, one person at a time.
This week we feature Yee Ching Wong, a Senior Strategist at dentsumcgarrybowen.
When discussing her favorite parts of agency life, Yee replied “I love that no two projects are ever the same. One day it can be about researching to understand why consumers behave the way they do, to discovering the latest consumer trends, to ideating creative solutions.”
Name: Yee Ching Wong
Position: Senior Strategist
Current Location: Hong Kong
Education: Bachelor of Business Administration (Marketing & Management), Hong Kong University of Science & Technology
Desperate to get into the advertising world, I applied to many agencies, but language was a major issue as I could barely speak the language to get by. However, I was fortunate to have landed my first job as a junior digital strategist at a local digital agency where I got to immerse myself in the local culture, pick up my Cantonese and win my first few awards for the agency.
Everything happens for a reason. Whether something good or bad happens in life, it shapes who you are today.
Family and friends. By surrounding myself with family, close friends and even new acquittances, I often find myself learning new things through daily conversations and even, exploring things outside my comfort zone.
Life is never boring at the agency. Every day, I am surrounded by creative minds who love to explore, play, challenge and create. I love how dynamic the environment is and that I’m not stuck in an office that’s stiff and formal.
And when it comes down to work, I love that no two projects are ever the same. One day it can be about researching to understand why consumers behave the way they do, to discovering the latest consumer trends, to ideating creative solutions. It also helps that I don’t just work on one but multiple brands that allow me to gain a wide breadth and depth of knowledge across different industries.
The long hours and rushed timelines. Sometimes it’s easy to get bogged down by projects and too wrapped up in the advertising world that we forget about the world outside. We need to remind ourselves or even, give ourselves the time to pause and explore what’s around us – it’s where our next inspiration could be!
Work that I’m most proud of are those that effectively generate business results. Our latest campaign created for Manulife, Increase Your Odds of Survival, which has just won the Tangrams digital strategy awards, did exactly that. It was a campaign that brought a breath of fresh air to a category often associated with death.
Upon uncovering our insight, we deliberately chose to adopt a positive approach to sell a critical illness solution. From day one, we received positive feedback from our client’s insurance agents that our positive message greatly facilitated conversations with their customers and at the end of the campaign period, our campaign helped the brand leap ahead of competitors to No.1 positioning in market share.
An interior designer or baker. Anything to do with creativity really.
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