THE marketing managers of all six finalists in the HKMA/TVB awards will pass on the secrets of their success at a special seminar at the Convention Centre on Thursday. Pollyanna Wu, director of event organisers Ossima Media, said the four-hour seminar would be a rich learning opportunity for marketing newcomers and old hands alike. 'The entire competition is very results-oriented, so the six finalists are not just discussing theoretical approaches. 'They are proven, practical techniques to build an effective marketing campaign,' she said. Each marketing director will make a 30-minute presentation almost identical to those made to the competition judges. The only differences may be that certain commercially-sensitive figures will be omitted. Ms Wu said this would be a rare opportunity to hear about live examples of successful marketing in direct presentations from the very people who had created the award-winning campaigns. She expected an audience of about 500, the same as in each of the two previous years the seminar has been held. 'The range of job titles is normally quite wide, but the majority are in managerial positions at advertising agencies. They are always keen to see and learn how their rivals have done,' said Ms Wu. The seminar series began in 1992, at the instigation of Ms Wu. 'I had been working at the Hong Kong Economic Times when we won the 1990 award for our circulation-driven campaign. 'But there was no publicity for the award-winning work. 'By the next year, I had moved on and proposed to the HKMA that we create a forum to share the winning techniques among a wider audience, to promote better marketing in the territory overall.' The questions most often asked by the audience at the seminars concern the effective control of the distribution network, in the case of retail goods, and the effect of varying levels of promotional discounts offered on luxury goods, such as cars. Ms Wu said there appeared to be a genuine interest in marketing-oriented seminars. All participants at the two previous HKMA-sponsored events were asked to complete questionnaires before leaving. Although the response rate had been a relatively modest 18 per cent, Ms Wu said that, of those, 90 per cent were enthusiastic about attending further events. The seminar will take place in Theatre I of the Convention Centre from 2 pm to 6 pm.