Welcome to InSkin Media Asia’s 180 seconds with… series.
What can we learn about some of the industry’s leading thinkers, in 180 seconds, the average dwell time on an InSkin Video?
Name Jason Kwong
Company Havas Media Hong Kong
Title Managing Director
What do you do, tell us about yourself? I’ve been working in media, on both the client and agency side, for almost 19 years. Now, I manage Havas Media’s Hong Kong Office, putting the agency at the heart of strategic, integrated media campaigns.
What are your thoughts on the current state of the digital market in HK? I’m pleased to see the digital media industry growing at a continuous pace. Remember, I started my career in digital in 2000. I spent most of my time educating the client on how important digital media is, and now I’m glad to see that it’s playing an important role in the overall media mix.
What is your strategy for getting your clients to invest in online branding? Demonstrating how digital media is used to engage with the audience through delivering an interactive brand experience. It has to be a dialogue. People nowadays are smart enough to try the brand themselves, instead of just listening to what the brand tells them.
Where do you see the digital market in 5 years’ time in HK? It will keep growing up, and I expect to see more different platforms in the market. Again, digital is important but we need all media touch points to complete the customer journey.
If there was one thing you could change in the media industry, what would it be? The industry needs to integrate the media strategy with the creative strategy as one. I think people in advertising agencies focus too much on their own budget, i.e. the offline and digital teams have their own separate P&Ls, and tend to focus on how to meet their budget, instead of collaboratively engineering a strategy based on the effectiveness of the media mix which best suits the advertiser’s objectives and drives the best ROI.
Tell us something about you that no one knows? I like speed driving (safely!) in the middle of the night. This is a way to release the pressure. :p