Big welcome signs
IN HONG KONG, advertising is everywhere. It is on TV and radio, in newspapers and magazines, at the cinema and on the internet. It can also be found in unexpected places such as MTR tunnels, ATMs and even classrooms.
Advertising informs consumers about products and services, and persuades them to change their purchasing decisions. Each advertising message competes with a host of other messages directed at the same audience. A job in advertising, whether in a creative or managerial role, is about cutting through the information overload to make the product or service stand out.
In a metropolis such as Hong Kong, advertisers need to be very creative because there is intense competition. A few historical and geographical factors have helped Hong Kong develop a vibrant and influential advertising industry.
Ian Thubron, CEO of TBWA Group, Hong Kong and an executive committee member of the HK4As (the Association of Accredited Advertising Agents of Hong Kong), said: 'Hong Kong might be a small territory, but in advertising it enjoys a status which goes way beyond its borders. It acts as a regional hub for many multinationals such as Adidas and Proctor & Gamble. It is also a base for many global corporations such as Cathay Pacific, Shangri-La and Mandarin Oriental.'
Fuelling the industry's growth is the rise of advertising on the mainland.
'Hong Kong's advertising industry has acted as a feeder market, and the past 10 years or so have seen a shift of personnel to the mainland. HK4A's offices in Hong Kong have shrunk but have grown in Shanghai and Beijing,' he said.
He said local employment in advertising had roughly halved since 1995, from 5,000 personnel to about 2,500 now.
This may appear to be a negative, but it is not.
'The industry employs a greater number of people and the overall pie has grown. Ten or 15 years ago, young people going into advertising in Hong Kong only had the local market, but now [opportunities] on the mainland have also started opening up. I believe there has never been a better time to get into advertising,' Mr Thubron said.
A survey by CTR Market Research said advertising expenditure in China increased by 25 per cent in 2004 to a total of US$23.3 billion. The upcoming Beijing Olympics will offer unprecedented opportunities for the advertising industry.
Kelvin Chang, managing director of Leo Burnett Hong Kong, is very optimistic about the future and expects the industry to recruit more people in the coming years.
'The advertising industry is a people business. So, as the industry grows with the economy, the number of people needed in the advertising industry will definitely increase,' he said.
He advises aspiring advertising professionals to improve their language skills and their knowledge of the mainland. When an agency wants to enter that market, candidates with an understanding of mainland culture and proficient in Putonghua and English will have an advantage.
Rob Sherlock, regional creative director (Asia Pacific), Foote Cone & Belding, said that the future looked bright especially for local people.
'As markets mature, so does the quality of the talent. I think we will see fewer expatriates and more locals in advertising,' he said. 'Many clients are not playing by the same rules as they used to, and the dynamics of consumer [preferences] are constantly shifting. This creates the need for non-traditional solutions - and faster, more efficient delivery systems. Plus, more creative ways to ignite and excite the target.'
Most advertisements are a result of team effort, and each member has an area of expertise. This allows people from diverse backgrounds to join advertising. Even so, aspirants should take up a relevant course in advertising before joining the industry.
One such course is the Bachelor of Commerce in Marketing and Advertising offered by Hong Kong University School of Professional and Continuing Education (HKU Space) and Australia's Curtin University of Technology.
Launched in Hong Kong in 2003, the course has gained popularity and has about 400 students enrolled in part-time and full-time programmes.
Flora Chan, associate head of the division of marketing at HKU Space, said a high proportion of graduates had found relevant work as advertising professionals, brand managers, marketing managers, media officers, events co-ordinators and internet consultants.
'The course is practical and the content is relevant and relates to market trends and needs. It is designed to give students an understanding of the principles and processes of advertising and other forms of marketing communications.'
KEY PLAYERS
Account manager
Strategic planner
Creative designer (graphic and media)
Marketing specialist
Product specialist
Sales manager
Web designer
Internet producer/strategist
JARGON
Suits
People in the agency responsible for overseeing the entire advertising process. They help manage the account and communicate between client and creative team.
Brief
A document which contains the advertising objective and positioning of the target product.
Debrief
A revised brief from a client who has rejected an advertising agency's first suggestions.
Below the line
All advertising other than TV commercials and print ads - for example, leaflets and outdoor posters come under this category.
Hothouse
A place where agency people gather for a brainstorming session.
