Page 28 - MA2022-Souvenir-Programme

Message from

Mr Derek Choi

Mr Derek Choi
Managing Director
HKT Home

For the past three decades the Awards has recognized and honoured marketing talents for their excellence, creativity and
professionalism, and we are glad to play a part in this prestigious event for the second year.

The business environment is constantly changing, and it seems even more unpredictable in the past few years. We’ve been through
tough times, yet it doesn’t deter development and execution of good marketing campaigns. But there may be bigger challenges
lying ahead, like the rise of web 3.0, where metaverse and blockchain play an important role. The metaverse lets content creators
connect with audiences in a whole new way, creating enormous opportunities for monetization through NFTs, digital merchandise
and more. Everything will happen in a decentralized virtual world, and this will open up an all-new dimension to the marketing
professionals and the rules of marketing will definitely be rewritten.

While on the local scene we’ve seen the “Mirror-mania” phenomenon play a big part in the marketing promotions in recent years, as
five out of the ten finalists in the Awards this year have used members of the boyband Mirror in their product endorsement. Such
phenomenon has taken Hong Kong by storm, and Mirror has generated huge noise, positive vibes and business results for those
campaigns. Though there is no winning formula for a successful campaign, marketers should always stay ahead of the market and
react fast to keep up with the changes.

I wish to send my warmest congratulations to all the winners of this year’s Awards, and would like to thank the award committee
and the panel of judges for their time, expertise and commitment for the good of the industry.

26 HKMA/VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2022