Widely acclaimed as the Oscars of the marketing industry and organized by The Hong Kong Management Association (HKMA), the results of the HKMA/ViuTV & Now TV Awards for Marketing Excellence 2024 were unveiled on 9 October 2024, during the Award Presentation Ceremony at the Hong Kong Ocean Park Marriott Hotel.
The Now TV Gold Award for the Campaign Awards this year went to “McDonald’s Coffee Retirement, McDonald’s Hong Kong”. Mr Ivan Choi, Assistant Director – Marketing, McDonald’s Hong Kong won the ViuTV Marketer Of The Year. Best Organization Award was proudly introduced this year, to recognize organization which have demonstrated excellence in launching successful marketing campaigns and nurturing distinguished marketers, bringing positive impact to the marketing community, and the first-ever winner was The Hongkong and Shanghai Banking Corporation Limited.
The HKMA/ViuTV & Now TV Awards for Marketing Excellence has been organized by The Hong Kong Management Association since 1985 and sponsored by ViuTV and Now TV since 2021. Counting down to the 40th year next year, the Awards bestow honour and public recognition on individuals and organizations that have, through outstanding marketing programmes, broken barriers and raised the standards of marketing profession in Hong Kong.
The Award was officiated Ms Malina Ngai, Group CEO of AS Watson, the Guest of Honour of the event; Mr S K Cheon, Prof Randy Lai and Mr T K Chiang, Deputy Chairmen of the Association; and Mr Bruce Lam, Chief Executive Officer, Consumer of HKT Limited.
The results of Best Organization Award, Campaign Awards and Individual Awards were as follows:
BEST ORGANIZATION AWARD
The Hongkong and Shanghai Banking Corporation Limited
CAMPAIGN AWARDS
NOW TV GOLD AWARD
“McDonald’s Coffee Retirement”
McDonald’s Hong Kong
Judges’ Comment: The campaign demonstrates a remarkable approach and savvy use of the “retirement” concept, which effectively engaged a community of silent coffee enthusiasts. By offering the premium Cocoa Tazza blend, McDonald’s shown its dedication to democratizing high-quality coffee, making it accessible to all.
SILVER AWARD
“Preferred Banking – Be A Game Changer And “Carry” Yourself Campaign”
Hang Seng Bank Limited
Judges’ Comment: The campaign is prospective and creative. Hang Seng Bank successfully converts banking into an engaging gaming experience that appeals to Gen Z customers and maintains Hang Seng Bank’s position as a leader in the evolving banking landscape.
“HSBC Fraud (呃)Fair”
The Hongkong and Shanghai Banking Corporation Limited
Judges’ Comment: The campaign transformed a societal issue into an artistic experience, engaging diverse audiences and enhancing the effectiveness of educational content, setting a powerful precedent for future initiatives.
BRONZE AWARD
“From “NO” to “YES” here to protect you always”
AXA Hong Kong and Macau
Judges’ Comment: The campaign is remarkable and prospective. Since AXA positioned itself as a champion of inclusivity for an underserved market, an innovative underwriting process that redefined industry standards was produced.
“Mom-certified”
Hong Kong Technology Venture Company Limited
Judges’ Comment: The campaign established an authentic connection between the company and its audience by portraying it as a reliable ally in their day-to-day lives. The campaign’s outcomes were nothing short of extraordinary, with the highest number of active users in HKTVMall’s history.
EXCELLENCE AWARDS
“Ho Chai Kung March”
Ho Chai Kung Medicine Manufactory Limited
Judges’ Comment: The results of the campaign were remarkable and adeptly leveraged the post-COVID landscape to enhance brand visibility and consumer awareness. It also successfully revitalized an 80-year heritage brand.
“Explore The 7-SELECT Foodie-Verse. Anytime Anywhere”
DFI Retail Group – 7-Eleven Hong Kong & Macau
Judges’ Comment: The campaign showcases exceptional creativity and strategic thinking. The standout features include the innovative use of generative AI technology to create visually captivating, AI-powered brand content.
“Hello Hong Kong Recover Campaign”
Hong Kong Tourism Board
Judges’ Comment: The campaign stands as a powerful testament to the resilience and revitalization of Hong Kong’s tourism sector after a challenging period, demonstrating the city’s optimism for the future.
“‘HSBC Premier Elite”
The Hongkong and Shanghai Banking Corporation Limited
Judges’ Comment: The campaign is use of reverse marketing created an aura of exclusivity, successfully elevating the bank’s standing among the affluent. Not only maintained customer loyalty and sparked interest from new clients, demonstrating a profound understanding of the elite mindset.
“ART IN MTR: HEALING AND INSPIRING JOURNEYS IN COVID’”
MTR Corporation
Judges’ Comment: The campaign is making art a visible and accessible part of life in Hong Kong. It redefines the role of public transport, positioning MTR as a vital part of the city’s identity.
SPECIAL AWARDS
AXA Excellence in Environmental Good
“Unique, and millions of years in the making, Nina Park”
Chinachem Group
“CLP Green Studio: 15-year Low-carbon Education Mission”
CLP Power Hong Kong Limited
“#MissionZero”
Citybus Limited
Chow Tai Fook Excellence in Use of Data and Technology
“Explore The 7-SELECT Foodie-Verse. Anytime Anywhere”
DFI Retail Group – 7-Eleven Hong Kong & Macau
“Wealth Decoded”
The Hongkong and Shanghai Banking Corporation Limited
“CreFIT”
VCREDIT Finance Limited
Citibank Excellence in Innovation
“Explore The 7-SELECT Foodie-Verse. Anytime Anywhere”
DFI Retail Group – 7-Eleven Hong Kong & Macau
“HSBC Fraud (呃)Fair”
The Hongkong and Shanghai Banking Corporation Limited
“Wealth Decoded”
The Hongkong and Shanghai Banking Corporation Limited
“NARS HK Conversational Commerce Tool powered by Generative AI”
Shiseido Hong Kong Limited
HSBC Hong Kong Marketers’ Favourite Marketing Campaign
“HSBC Fraud (呃)Fair”
The Hongkong and Shanghai Banking Corporation Limited
McDonald’s Hong Kong Excellence in Branding
“Nobody Does Rugby Like Hong Kong”
Cathay
“Preferred Banking – Be A Game Changer And “Carry” Yourself Campaign”
Hang Seng Bank Limited
“HSBC Premier Elite”
The Hongkong and Shanghai Banking Corporation Limited
“McDonald’s Coffee Retirement”
McDonald’s Hong Kong
Prudential Hong Kong Excellence in Customer Engagement and Experience
“HSBC Fraud (呃)Fair”
The Hongkong and Shanghai Banking Corporation Limited
“ART IN MTR: HEALING AND INSPIRING JOURNEYS IN COVID’”
MTR Corporation
“SC Travel: Journey Reimagined Campaign”
Standard Chartered Hong Kong
Tai Hing Group Holdings Limited Excellence in Marketing Collaboration
“Chubby Hearts Hong Kong”
Hong Kong Design Centre
“Hello Hong Kong Recover Campaign”
Hong Kong Tourism Board
“SC Travel: Journey Reimagined Campaign”
Standard Chartered Hong Kong
Excellence in Content Marketing
“HSBC Fraud (呃)Fair”
The Hongkong and Shanghai Banking Corporation Limited
Excellence in Customer Insights
“From “NO” to “YES” here to protect you always”
AXA Hong Kong and Macau
Excellence in Influencer Marketing
“GO! GingerOnion ”Dream-Blessing Ceremony””
Hang Seng Bank Limited
“Mom-certified”
Hong Kong Technology Venture Company Limited
“HSBC Premier Elite”
The Hongkong and Shanghai Banking Corporation Limited
Excellence in Online and Offline Integration
“McDonald’s Coffee Retirement”
McDonald’s Hong Kong
Excellence in Segment Marketing
“DBS BusinessClass SME Sustainability Campaign”
DBS Bank (Hong Kong) Limited
“Prestige Banking – CFO Campaign”
Hang Seng Bank Limited
“Preferred Banking – Be A Game Changer And “Carry” Yourself Campaign”
Hang Seng Bank Limited
Excellence in Small Budget Marketing
“Discovery Bay Nextwave Beach Music Festival 2023”
Hong Kong Resort Co. Ltd.
“SOULFULL”
The Hongkong and Shanghai Banking Corporation Limited
“Graffitastic New Year”
Tim Ho Wan
Excellence in Social and Community Good
“Chubby Hearts Hong Kong”
Hong Kong Design Centre
“Fraud Chart Awards Public Education Campaign”
Hong Kong Tourism Board
“HSBC Fraud (呃)Fair”
The Hongkong and Shanghai Banking Corporation Limited
“SOULFULL”
The Hongkong and Shanghai Banking Corporation Limited
Excellence in TV Commercial
“FWD 10th anniversary – “Here we are for your health”
FWD Life Insurance Company (Bermuda) Limited
“Ho Chai Kung March”
Ho Chai Kung Medicine Manufactory Limited
Excellence in Video Marketing
“We Know How”
Cathay Cargo
“Explore The 7-SELECT Foodie-Verse. Anytime Anywhere”
DFI Retail Group – 7-Eleven Hong Kong & Macau
AGENCIES OF THE YEAR (MULTINATIONAL CATEGORY)
Omnicom Media Group
Saatchi & Saatchi
AGENCIES OF THE YEAR (LOCAL CATEGORY)
Hungry Digital Limited
NNNNNNN LIMIED.
PERKS PRODUCTION
INDIVIDUAL AWARDS
ViuTV MARKETER OF THE YEAR
Mr Ivan Choi
Assistant Director – Marketing
McDonald’s Hong Kong
DISTINGUISHED MARKETING LEADERSHIP AWARDS
Mr Ivan Choi
Assistant Director – Marketing
McDonald’s Hong Kong
Mr Marco Lee
Deputy Head of Marketing, Wealth & Retail Banking Hong Kong
Standard Chartered Hong Kong
OUTSTANDING MARKETING PROFESSIONAL AWARDS
Mr Terrence Cheung
Marketing Manager, Wealth and Personal Banking
The Hongkong and Shanghai Banking Corporation Limited
Ms Kimmy Ip
Senior Marketing Manager
Octopus Cards Limited
Ms Milky Lau
Deputy General Manager, Sales and Marketing
Octopus Cards Limited
Mr Roy Lee
Manager, Brand and Advertising
AXA
Mr Lance Tsang
Assistant Director – Marketing
McDonald’s Hong Kong
Ms Linda Wong
Senior Marketing & Events Specialist
CLP Power Hong Kong Limited
HKMA/ViuTV & Now TV AWARDS FOR MARKETING EXCELLENCE 2024 - PANEL OF JUDGES
Panel of Judges (Campaign Awards)
- Mr S K Cheong (Chairman), Vice Chairman, HK Television Entertainment Co Ltd; Chairman, Hong Kong Economic Journal Co., Ltd.
- Mr Donald Choi, Chief Executive Officer, Chinachem Group
- Ms Michelle Chan, Managing Director, A.S. Watson Industries Ltd
- Mr Ricky Chong, Managing Director, Ricoh Hong Kong
- Ms Maureen Fung, Executive Director, Sun Hung Kai Properties
- Mr Thomas Leung, Managing Partner – Markets, Mainland China and Hong Kong, PwC China
- Ms Enid Low, Chief Strategy Officer, AsiaWorld-Expo
- Ms Vivien Yau, General Manager – Hong Kong & Macau, New Balance Athletic Shoes (Hong Kong) Limited
- Mr G P Yeow, General Manager, JW Marriott Hotel Hong Kong
Panel of Judges (Individual Awards)
- Mr S K Cheong (Chairman), Vice Chairman, HK Television Entertainment Co Ltd; Chairman, Hong Kong Economic Journal Co., Ltd.
- Ms Jojo Chan, Executive Director, Tai Hing Group Holdings Limited
- Mr Derek Choi, Managing Director, HKT Home
- Mr Lawrence Lam, Chief Executive Officer, Prudential Hong Kong Limited
- Mr Steve Ng, Managing Director, Commercial Group, HKT
- Mr Ivan Wong, Chief Executive, Ocean Park Corporation
BOARD OF EXAMINERS
Marketing Awards Organizing Committee 2024
- Mr S K Cheong (Chairman), Vice Chairman, HK Television Entertainment Co Ltd; Chairman, Hong Kong Economic Journal Co., Ltd.
- Mr C K Chan, Head of Hong Kong & Macau, Tmall World
- Mr Darren Chan, Managing Director, Wellcome Hong Kong & Macau DFI Retail Group
- Ms Jojo Chan, Executive Director, Tai Hing Group Holdings Limited
- Mr Derek Choi, Managing Director, HKT Home
- Mr Brian Hui, Managing Director and Head of Customer Propositions and Marketing, Wealth and Personal Banking, HSBC
- Mr Lawrence Lam, Chief Executive Officer, Prudential Hong Kong Limited
- Mr Steve Ng, General Manager, HKT
- Ms Francis Phua, Managing Director, Franck Muller
- Mr Gareth Pope, SVP – Asia Pacific, lululemon
- Mr Ivan Wong, Head of Wealth and Personal Banking, Ocean Park Corporation
Marketing Management Committee 2023/24
- Mr S K Cheong (Chairman), Vice Chairman, HK Television Entertainment Co Ltd; Chairman, Hong Kong Economic Journal Co., Ltd.
- Mr Calvin Chan, Chairman & CEO, CATALO Group
- Dr Bankee Kwan JP, Chairman & CEO, CASH Group
- Prof Randy Lai, CEO, McDonald’s Hong Kong
- Mr Bruce Lam, Chief Executive Officer, Consumer, HKT Limited
- Mr Frank Lee, President, Tom Lee Music Co. Ltd
- Mr Vincent Leung, Vice Chairman, Peoples Smart Living Limited
- Mr Edmund Mak, Partner, Funder Capital Group
- Mr Stanley Sun, Managing Director, Fuji Photo Products Co Ltd
- Mr Larry Sze, Chairman, Gibb Livingston & Co
- Prof Kent Wong, Managing Director, Chow Tai Fook Jewellery Group Ltd
- Mr Robert Young, Member, Marketing Management Committee
- Mr Titus Yu, Senior Regional Director, Prudential Hong Kong Ltd
Chief Marketing Officer Committee 2024
- Ms Tina Chao, Chief Marketing and Digital Customer Experience Officer, McDonald’s Hong Kong
- Ms Diane Chiu, General Manager, Marketing & Revenue Management, MTR Corporation
- Mr Ivan Choi, Chief Customer & Marketing Officer, Prudential Hong Kong Limited
- Mr Matthew Lam, Director of Marketing – Digital, SWIRE Hotels Group
- Mr Eric Lin, General Manager, HK & Macau, Lee Kum Kee
- Ms Angela Shing, Asia Citi Global Wealth CMO & HK Head of Digital Sales and Marketing, Citibank
- Mr Cheuk Shum, Managing Director, Head of Marketing, Wealth and Personal Banking, HSBC Hong Kong
- Ms Angela Wong, Chief Marketing and Customer Officer, AXA Hong Kong and Macau
- Mr Eddy Yip, Product & Marketing Director – HK & TW, Territory Manager HK, Trip.com
About The Hong Kong Management Association
The Hong Kong Management Association (HKMA) is a leading professional organization which was established in 1960 for the purpose of advancing management excellence in Hong Kong and the region. Services provided by HKMA can be categorized into three major areas, namely education and training; management services and membership services. With a commitment to nurturing human capital through management education and training at all levels, HKMA offers around 2,000 training and education programmes covering a wide range of management disciplines for over 50,000 executives every year. From distance learning courses, seminars and workshops, certificates, diplomas, all the way to bachelor’s, master’s and doctorate degree programmes jointly organized with prestigious overseas universities. Diversified management services are offered to provide platforms for business executives to exchange ideas, to network and to gain professional development. Annually, the Association organizes diverse functions such as Annual Conference, seminars, workshops and talks. Prominent business leaders are invited to share their invaluable insights and wisdom on the most updated trends and development of management. To promote best practices in management, the Association organizes eight business awards, recognized as the highest accolades of the business community. These include the HKMA Best Annual Reports Awards, the HKMA Quality Award, the HKMA Award for Excellence in Training and Development, the HKMA/ViuTV & Now TV Awards for Marketing Excellence, the HKMA Sustainability Award, HKMA/Bright Future Charitable Foundation Business Simulation Competition, the HKMA Distinguished Salesperson Award and HKMA/HKT Global Innovation Award. (https://www2.hkma.org.hk/)
HKMA Website : www.hkma.org.hk
HKMA Facebook : www.facebook.com/HKMAfb
Issued by The Hong Kong Management Association on 3 July 2025.
For press enquiries, please contact
Ms Carrie Lok
Senior Marketing Manager
2774 8542 / carrielok@hkma.org.hk