GroupM Hong Kong to focus on activation

Traditional media planning and buying still counts for 80 per cent of GroupM Hong Kong’s business.

But Tsang said, "With the media proliferation and audience fragmentation, digital and social media is increasingly important in the media scene for both pay and non-pay media. With increasing opportunities for doing marketing in social media, our activation team, led by Ada Tong would be the growth engine for our agency forward."

Tsang's intention for the agency follow its five-month activation marketing campaign for HSBC's 'Save for your dreams piggy bank design competition, award and exhibition' which will run from October 2010 to February 2011.

Mindshare Hong Kong has worked on the HSBC business for five years. The latest campaign, saw the agency oversee the recruitment of over 5,000 primary school students to submit their piggy bank design applications, as well as event and PR management, an award ceremony, and an exhibition of the winning works.

The agency said that the objective of the HSBC campaign is to cultivate children financial literacy and develop a saving habit at their early age.

Tsang said that more of the agency's big clients are requesting innovative marketing executions and media exposure. L'Oreal, Body Shop, and Bausch & Lomb are among the agency's clients for which it has developed non-tradition activation campaigns.