The 2024 Hong Kong Kam Fan Awards recently took place, celebrating the best in advertising creativity, but unfortunately, I was unable to attend due to a prior commitment—my scheduled manicure. Yes, I missed the glitz of the awards, but rest assured, my nails look fabulous!

As a chronicler of the creative landscape in Hong Kong, I couldn’t let this prestigious event slip by without sharing some insights. Despite my absence, I scoured the list of winners, pouring over the accolades handed out to major clients, including industry giants like HSBC, Cathay Pacific, Coca Cola, and McDonald's. It’s a clear indicator that creativity is alive and well in the region.

The very essence of such awards is intertwined with the idea that both clients and agencies reap the benefits of top-notch creative work. As I reflected on my past research for the book "Made in Hong Kong," I remembered that during its 'golden age' of creativity, many clients actively demanded higher standards from their agencies to stand out in a competitive market. One legendary figure from that era, Harry Reid, was instrumental in championing this ethos.

Curiosity piqued, I reached out to some of the winners to understand how they perceive these accolades. Tina Chao, Chief Marketing & Digital Customer Experience Officer at McDonald’s Hong Kong, emphatically stated, “Awards validate our team's hard work and inspire our continuous commitment to building our brand. Recognition is a natural extension of outstanding creative endeavors.” McDonald’s was notably recognized for its '50 Benches' outdoor campaign, developed by DDB, further emphasizing the brand’s pursuit of heartfelt connections through bold marketing initiatives.

Cathay Pacific also received multiple awards, including recognition for campaigns such as 'Now that’s what we call a Seven' and ‘Rerighting History,’ crafted by Leo Burnett. Edward Bell, their General Manager of Brand, Insights and Marketing Communications, remarked, “Creative recognition from peers boosts our team morale, especially for our younger members. While the effectiveness of our marketing remains our ultimate goal, creativity plays a pivotal role in our strategy.

Additionally, notable campaigns from HSBC and Coca Cola were celebrated, reinforcing the idea that an effective campaign not only garners recognition but also delivers substantial ROI for brands. In fact, a recent discussion by industry experts highlighted the tangible costs associated with uninspired advertising—something that clients should seriously consider when assessing their marketing strategies.

The key to preventing dull advertising lies in fostering strong client-agency relationships. As Tina Chao pointed out, McDonald’s treats their agency as an extension of their marketing team, which is crucial in maintaining the creative momentum. Likewise, Edward Bell emphasized that creativity involves taking calculated risks, a process that thrives on trust built over time between clients and their agencies.

It was heartening to see the younger talent in Hong Kong’s creative community celebrated at the Kam Fan Awards, an event that Onie Chu and her team executed beautifully this year. Chu shared, “Our aim with the Kam Fan Awards is to evolve continuously. We are focused on creativity and adapting our categories to reflect industry trends, allowing even smaller, independent agencies to shine.

However, an interesting observation from the night was the scarcity of entries in actual poster categories, despite the wealth of talent in the city. If agencies can produce such award-winning work, why is there still a prevalence of mundane outdoor advertising permeating the city’s streets? A creative renaissance in outdoor formats feels overdue, particularly when considering that traditional outdoor advertising remains a potent medium even in this digital age.

In summary, the creative landscape in Hong Kong appears to be thriving, with the 2024 Kam Fan Awards highlighting the importance of creativity in building brand success. These awards not only celebrate excellence but also emphasize the critical relationship between creativity and effective marketing. As our industry looks ahead, I hope to see these creative endeavors recognized on larger stages beyond Hong Kong, elevating the region’s reputation on a global scale.

Let’s keep a close eye on how these awarded campaigns perform in future competitions—it could be a promising indicator of Hong Kong's creative future!