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Message from

Mr Bruce Lam

Mr Bruce Lam
Chief Executive Officer, Consumer
HKT Limited

The “HKMA / ViuTV & Now TV Awards for Marketing Excellence” have for many years applauded industry leaders for business
excellence and acumen, while inspiring us with feats of innovation and imaginative thinking. So we feel privileged to be sponsoring
this marketing event for the fourth consecutive year.

Strategic marketing is constantly seeking breakthrough ideas to suit a dynamic world. This has recently seen us welcoming
generative AI technology, which is reinventing marketing paradigms and having revolutionary impact on the business of
marketing. Armed with knowledge of how to apply AI to branding and marketing, the vast potential held by this technology
simply opens up before us.

This year we have also witnessed phased achievements in the Greater Bay Area, as well as changing consumption patterns among
Hong Kong residents. The emerging trend of northbound travel, for example, has been met by rising demand and opportunities
mushrooming from the Greater Bay Area’s development progress. As marketing professionals, we must stay up to speed with
these trends and remain sufficiently agile to capitalise on win-win business opportunities the instant they surface.

But whether considering AI or ongoing development of the Greater Bay Area, the very essence and significance of marketing
remain unchanged. Regardless of how mature AI becomes, the technology still relies on our insights, adaptability, imagination and
innovation to build a positive brand image. Even in the face of changing consumer patterns, we need to draw on our experience
and creativity to uncover fresh market opportunities and motivate Hong Kong residents to shop locally. This gives rise to a need
for marketers to keep pace with the times, utilise the AI tools at our disposal to best effect and ensure that creative marketing
continues to rank among the most vital of modern industries.

Finally, I wish to extend my warmest congratulations to all this year’s HKMA award winners for their relentless pursuit of innovation.
I’m also grateful to the awards committee and panel of judges for their dedication and commitment to the industry.

22 HKMA / VIUTV & NOW TV AWARDS FOR MARKETING EXCELLENCE 2024

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