bodyType

customContents

entityId

entityUuid

articlePageQuery

filter

article

articleBaseAdvertisingInfoArticle

articleListArticle

articleSeoArticle

helpersCheckIsPostiesArticle

hooksArticleAcknowledgementGateOverlayArticle

hooksTrackPageViewArticle

hooksContentInterestArticle

articleLinkingDataContent

articleSchemaContent

liveArticle

advertZone

sentiment

contentLock

topics

types

sections

moreOnThisArticles

urlAlias

commentCount

sponsorType

authorLocations

authors

paywallTypes

corrections

displaySlideShow

multimediaEmbed

printHeadline

seriesContainer

socialHeadline

headline

flag

firstTopic

glossary

flattenTypeIds

publishedDate

additionalInfoBoxes

images

image

relatedLinks

relatedNewsletters

__typename

createdDate

sponsor

factSheets

series

disableOffPlatformContent

published

updatedDate

summary

subHeadline

body

keywords

copyrighted

customTimezone

liveContents

Tim Metcalfe

Advertising agency chief shows value of switching jobs once in a while to gain experience and learn new skills

As chairman of the Association of Accredited Advertising Agencies of Hong Kong, Royce Yuen Man-chun clearly commands significant respect among his peers. At Ogilvy Hong Kong, a leading agency he also heads as chairman, he is like a boomerang that keeps coming back.

'It's like a love affair,' he said, reflecting on a career that has seen him join the agency from college, leave, rejoin, leave again - and finally return as boss four years ago.

The fact that he has been so consistently welcomed back says a lot for the old advice about 'not burning your bridges' when seeking new career pastures.

In such a creative industry, his success also underlines the benefits of switching jobs once in a while, if only to gain broader experience and learn new skills.

At the top of his sector in Hong Kong, 44 year-old Mr Yuen can certainly never be accused of ducking new challenges.

Quite the opposite, he welcomes them, as evidenced most notably a decade or so ago when he was in the public eye after accepting an appointment to head the transition of Hong Kong's Futures Exchange from an old-fashioned yelling and screaming trading floor into the silent world of computer dealing.

It was an extraordinary appointment for an ad man to accept, but as he said: 'For me, the opportunity was historic. That sort of chance only happens once.'

The diversion was only temporary, however, for advertising was always in his blood.

'I never wanted to do anything else,' he said. 'From schooldays, I was very single-minded about getting into the business.'

Born and raised in Hong Kong, he opted for advertising studies as soon as he went to college, at the predecessor to the Hong Kong Baptist University. 'It was the only tertiary institution offering a course at that time,' he remembered.

His ambition did not disappoint: 'I found it fascinating and challenging from the start. Advertising is a form of entertainment, except you have about 30 seconds to tell a story.

'It combines art and science, from visuals and design to the science of business, statistical analysis and human behaviour. Pure branding is even more fascinating and complex - involving public relationships with a product.

'Brands are not like sugar or salt. A Mercedes, BMW or Jaguar is not metal on four wheels. They are how we enjoy success in life, a personal reward, an adult toy or a precious gift to a loved one.'

Mr Yuen was a long way from affording a luxury car when he first joined Ogilvy as a summer intern during his studies, and subsequently as an executive trainee on graduation in 1983.

Ten years after learning the ropes and climbing the career ladder, while newly married and interested in working abroad, he was headhunted by an Ogilvy client, Ferraro, the well-known chocolate brand, and went to work for the family business in Belgium.

Three years later he was back at Ogilvy, before his 'historic' opportunity to employ his marketing skills as executive director of the Futures Exchange. But it was not such an odd appointment as it might seem.

'It was a new brand, with a lot of interfacing with the public, media, financial industry and government, and doing a lot of testing and monitoring,' he explained.

On successfully completing that 'mission', his next challenge was founding his own advertising agency, going by the  name of Kitchen, adopted - somewhat obscurely - to symbolise the marketing concept of 'what's cooking?'

'It was another chance to do something in a new landscape, during the dotcom era. The business model combined strategy, creativity and technology, so it was almost a new species of agency.'

Not content with one challenge, at the same time he took on another - studying for a Doctor of Business Administration degree.

Though Mr Yuen insisted the advertising industry cares little for degrees, and more for reputation and track record, the equivalent to a business PhD under his belt could not have done any harm when Ogilvy invited him to return as managing director in 2003.

He sold his advertising agency and accepted, to be swiftly promoted a year later as chairman.

As head of the group, his latest role presents even broader challenges. Ogilvy is an industry pioneer of the concept of what it calls 360-degree brand stewardship, rather than merely producing advertising jingles, commercials and the like.

In a nutshell, this means 'client companies own a brand, but we steward it', Mr Yuen said. It extends as far as advising companies on how their staff should dress and talk to customers.

Mr Yuen's role is not only at the hub of 'growing brands and businesses', he also places a high priority on 'growing people', namely his workforce of 400, which he compares to conducting an orchestra. 'We want everyone playing the same concerto,' he said. 'You can't have everyone playing their own music.

'While managing a team, I'm still involved in creative development and client management, but it is also like steering a ship, looking to the next horizon and developing new initiatives.

'It can involve a bit of risk-taking, while living up to the expectations of customers, shareholders and staff. They look up to you to make the right decision when it impacts their lives.'

In such a creative cauldron, issues such as 'are we going to be 'yes' men or stick to your principles' are not uncommon. 'This can be quite a big deal among such a lot of thinkers,' he said. 'We hire people because of the ideas and strong opinions, and there are heated discussions from time to time.

'But business is about deciding which ideas work best and being accountable for results.'

Patient yet cunning diplomacy is therefore obviously another key aspect of running such a large agency. 'It takes good understanding of human psychology and behaviour, an analytical mind and ability to articulate ideas,' he said.

Career path

Royce Yuen is chairman of both Hong Kong's advertising industry trade association, the HK4As, and Ogilvy Hong Kong

Joined agency from college and has left and returned twice, most lately as head

New challenges in his career have included leading transition of Hong Kong's Futures Exchange into computer trading, and founding his own advertising agency

Had ambition to join advertising industry from schooldays

Recommends industry as fascinating and challenging - combining art and science, from visuals and design to business, statistical analysis and human behaviour and public relationships with brands

With a Doctor of Business Administration degree, he also teaches MBA students at Hong Kong PolyU

Stepping Up

Senior management

HK$40,000 and up

Seven years or more

Account director

HK$30,000 to HK$40,000

Five to seven years

Account manager

HK$20,000

Three to five years

Account executive

HK$10,000

Entry-level position



Many happy returns