Advanced Executive Certificate in Brand, Reputation and Digital Transformation

Today, with changing consumer expectations, digital disruptions and urgent global issues such as the pandemic, climate change and sustainability, the role of business in society has changed dramatically. No longer content with mere products and services, consumers now seek out brands with content that connects and experiences which engage. Businesses that keep abreast with changing trends and master the technologies to grasp emerging opportunities will do well.

HKMA AMD and Ogilvy jointly offer Advanced Executive Certificate in Brand, Reputation and Digital Transformation, a stimulating and practical 2-day programme to guide business leaders, marketers, communicators, digital strategists and related professionals on how to drive growth in this new zeitgeist.

As business leaders and managers, you will learn how to use the latest digital technologies, to deftly navigate changing consumer mindsets and behaviours.

Ogilvy is a leading global brand and communications consultancy. Since 1948, Ogilvy has inspired brands and people around the world, with iconic, ground-breaking, value-driving, and culture-changing ideas.

• Practitioners in marketing, branding and corporate communications
• Business executives seeking new ways to upgrade, expand or transform their business
• Any business professional who wishes to learn the latest in brand management, customer engagement and digital transformation for career advancement

• Lecture (classroom and/or online, based on public health requirements), case study, exercises
• Language: English

On completion of the programme, participants should be able to:

• Understand and leverage consumer and digital market trends which impact business
• Understand and apply the latest thinking in marketing, branding, customer engagement and digital technology to drive growth
• Analyze and assess the digital maturity of a business
• Apply current best practices in brand-building to earn and protect reputation
• Professionalize social and content engines
• Keep up-to-date with the Metaverse and ESG developments

• Business and Experience Transformation through Digital
• Business Acceleration through Brand Strategy
• Social Acceleration through Digitalization
• Reputation Acceleration Strategy

Participants who achieve the following will be awarded:
Advanced Executive Certificate in Brand, Reputation and Digital Transformation
by The Hong Kong Management Association Institute of Advanced Management Development and OGILVY Hong Kong:

• 100% attendance of training hours, and
• Successfully complete one in-class assessment

HKMA Institute of Advanced Management Development (AMD) was established in 2015 to advance management excellence in Hong Kong and the region. To support the business community, AMD offers world-class management development programmes and management consulting services to business organizations and the general public.

AMD has become a renowned global centre of excellence. It provides a platform for management experts and scholars from around the world, together with Hong Kong’s businesses, government and our own HKMA members, to share knowledge and generate new ideas – continuously enriching the competitiveness, growth and development of Hong Kong.

Ms Katryna Mojica
Chief Executive, Ogilvy Hong Kong
President, Advertising, Ogilvy Asia

Kat is originally from the Philippines and leads the network office in Hong Kong and Ogilvy Advertising in Asia. She has held country leadership positions for Ogilvy & Mather since 2006 and has built capabilities and driven digital acceleration in markets like Vietnam and Indonesia. Over the last year, she has led the evolution of Ogilvy’s advertising, brand and content offering in Asia.

Kat is passionate about creativity and its ability to impact brands and businesses. Under her leadership, Ogilvy Indonesia won the first Cannes Lions in its 40-year history and doubled its value in four years. In Vietnam, she worked on campaigns that helped drive social change, including work for Kimberly-Clark that changed the way girls were portrayed; and an IPA-awarded campaign that influenced government legislation requiring the use of motorcycle helmets. In Hong Kong, Ogilvy is consistently the most internationally awarded creative company.

Mr Christopher Brewer
Managing Director, Ogilvy Consulting, Asia

As Managing Director, Chris leads Ogilvy Consulting, the transformation and innovation advisory arm of The Ogilvy Group, based out of Hong Kong, which he has called home for 15 years. Chris is a member of Ogilvy’s Asia executive leadership team and leads Ogilvy’s patronage with MIT Center for Information Systems Research which focuses its research on business transformation and growth.

Chris believes changing consumer behaviours, a new breed of competition, digital in its many flavours, and ever evolving market conditions are just some of the forces in play that businesses must now leapfrog – not just keep pace with – to realise above category growth, right now, and for the future. In this era, more so than ever.

With creativity through and through, Chris unites teams across Asia to help clients identify growth opportunities; simplify, solve, transform and innovate around complex business issues; birth new business models and reinvent customer experiences that are truly human, to deliver this growth.

Mr Jason Fashade
Managing Director, Social & Performance, Ogilvy Hong Kong

Jason manages a team of curious and creative individuals, delivering brand and business value to clients through social and digital media.

Whilst at Ogilvy he has led the development of global social and digital strategy, played a key role in the ideation and execution of global integrated campaigns, and built successful business units. With over 15 years in digital, setting up and managing both small and large teams, Jason is fascinated with understanding what truly motivates teams to deliver innovative and great creative work that solves clients’ problems. He believes that nurturing creativity and leveraging the wealth of audience data available are key to getting clients noticed in today’s world of content overkill and short attention spans.

Mr Mickey Chak
Chief Strategy Officer, Ogilvy Greater China

As Chief Strategy Officer for Ogilvy Greater China, Mickey oversees the work and development of the strategic teams in the region. He is responsible for a variety of brand development and communication projects for major clients and plays a key role in driving Ogilvy’s thought-leadership efforts.

Mickey has over 15 years of on-the-ground China experience. He leads a strong team of planners that works to uncover and decipher consumer insights and formulates brand building strategies for a wide range of clients from telecommunication to retail, corporate to FMCG, MNC to local SME, achieving the “Twin Peaks” of both creativity and effectiveness. Under his leadership, Ogilvy’s strategy teams in Greater China have dominated the Greater China Effie awards for many years.

On top of clients’ projects, Mickey has performed the role of local market leader in a number of Agency-initiated regional and global projects to develop proprietary knowledge on brand building and consumer insights, including the “Branding State” destination branding practice, “China Outbound” and many other China Discovery research projects.

Mickey is an active lecturer and speaker, in both internal and external training programmes and forums on brand building and communication in HK and mainland China.

Ms Clara Shek
President, Hong Kong, Ogilvy Public Relations

Clara has led Ogilvy Public Relations & Influence since 1999. Under her leadership, Ogilvy has consistently innovated, becoming the most-awarded public relations consultancy in Hong Kong. Ogilvy is the first international PR firm in Hong Kong to establish specialist practices in Travel and Digital/Social Influence, in addition to its market-leading practices in Corporate/Financial, Brand Marketing, Technology & Innovation and Public Affairs.

Clara has counselled the world’s leading brands in consumer, financial and professional services, travel and hospitality, technology and healthcare sectors on pan-Asia brand positioning, strategic communications and issues/crisis management. She has coached over 1,000 senior executives from local and multinational corporations across Asia on media and crisis communications.

Clara was named “Distinguished Professional of the Year” by the Hong Kong Public Relations Professionals Association in 2014, as well as MARKETING Magazine’s Hong Kong “PR Agency Head of the Year” in 2014. Currently, she is a board member of the Investor and Financial Education Council, Hong Kong Red Cross, and the Hong Kong Federation of Youth Groups. Clara is committed to nurturing talent in the PR and communications field. She has served as Advisor to the Chinese University of Hong Kong on its Master in Corporate Communications for over five years, in addition to teaching the master’s course as well.

Mr Purry Chiu
Business Director and Head of Operations, Hong Kong
Ogilvy Public Relations

A 20-year PR veteran, Purry believes that the best way to influence people is to make things relevant, fun and simple. He is passionate about providing practical solutions to brand problems and helping clients manage their reputation.

Purry is Ogilvy’s Lead for the Corporate & Finance Practice, with two decades of integrated marketing experience spanning brand building, corporate reputation, strategic communications, crisis management; and expertise in developing large-scale marketing campaigns.

As Ogilvy’s Lead Advisor for Huawei Device Hong Kong, Purry helped Huawei rise to the top three smartphone players within three years, with individual phone models breaking the company’s sales records in the local market. He has developed a number of integrated campaigns for major clients, winning more than fifty PR, marketing and creative industry awards in the past five years.

Ms Daisy Leung
Director, Hong Kong, Ogilvy Public Relations

Daisy believes that brand building is about earning trust and respect from stakeholders. In her role as Lead of Ogilvy’s Corporate and Public Affairs Practice, her focus includes helping major corporations, business/statutory organizations and NGOs build and protect their reputation, drive stakeholder engagement strategies, manage issues/crisis communications, as well as develop CSR and sustainability initiatives.

Daisy has over 18 years’ experience in brand building, strategic communications and public relations in Hong Kong and Taiwan. Before re-joining Ogilvy Hong Kong in 2012, she was Assistant Vice President for External Communications and Brand Management at Standard Chartered (Taiwan) Bank.

Mr Ray Lam
Business Director and Head of Content, Hong Kong
Ogilvy Public Relations

Ray is a 12-year veteran of Ogilvy Public Relations in Hong Kong. He loves to tell stories and uses creativity and imagination to make life a little more interesting for everyone.

Ray is an advertising, creative, planning, account servicing, social and PR professional. He is a social media specialist and the creative & social media go-to-person in the company. His role combines creative and account servicing.

A multi-award winner, with well-rounded knowledge and a full range of experience across key disciplines, spanning marketing, advertising, PR, social media, production, CRM and media planning, Ray successfully drives integrated strategy planning and implementation for his clients across different sectors.

HK$13,200 (HKMA members) / HK$13,800 (Non-members)
Early Bird Discount: HK$500 per participant (if fees received on or before 26 August 2022)
Group Discount: HK$1,000 less per participant (for 2 or more participants from the same company, enrolling at the same time, for the same intake of the programme)