Women to Watch Greater China 2024: Florence Kong, We Glow

Florence Kong

Founder and managing director
We Glow
Hong Kong

Harnessing more than two decades of agency experience and driven by an unwavering passion for creativity and digital development, Florence Kong boldly launched her own business. In just three years, she has firmly positioned herself as a trailblazer in the industry.

Kong started her advertising career at Saatchi & Saatchi and later, moved briefly to the brand side. After working for TBWA and McCann Worldgroup for over a decade, Kong founded We Glow. Pioneering a new agency model, she now encompasses four key strategies: A well-structured team, a digital-driven approach, a focus on diversity, and a robust talent programme.  

Under Kong's leadership, even during the most challenging of times, the agency emerged as one of Hong Kong's fastest-growing local organisations, surpassing industry averages by over two-fold. We Glow secured its success by delivering integrated solutions that blend creative campaigns with social and digital components, resulting in a significantly higher profit margin and acquiring new business from diverse categories across Asia. These include clients such as AIA Group, Adidas, Johnnie Walker, Charles & Keith, Delonghi, Mark & Spencer, NARS, and Hong Kong Tourism Board.

Kong not only secures new clients, but also cultivates long-term relationships with them— successfully transitioning her previous clients to her new business. As a result, her team has grown from 16 to 25, and experienced a 50% growth in size by the end of 2023.

As a result of Kong’s talent acquisition strategies, We Glow now has a small but nimble team with a diverse range of talents, including branding consultants, business leaders, creative thinkers, social experts, media experts, writers, and digital artists. The agency also actively recruits young talents who bring in fresh perspectives and ideas as inspiration. Over the past three years, Kong has created a warm, inclusive culture and memorable experiences that continue to strengthen relationships and boost morale, building a dynamic, enjoyable, and more fulfilling working environment.

She has also cultivated a workplace that supports and celebrates diversity and inclusion. With 50% of her staff female, she leads the agency with a mission to drive gender balance, and encourages her teams to join community initiatives that support the LGBTQIA+ community and promote equality for all. 

Finally, Kong’s passions also extend out to growing and nurturing new talents. She regularly acts as an advisor to the startup community, including at the Greater Bay WeVenture and the Hong Kong University Mentorship Programme. Her agency too, has established an internship programme of its own: “WeGlow InternXcel” that provides opportunities for overseas and local university students to gain hands-on experience in the industry.  

With over two decades of experience under her belt, Kong is not just an expert, but a true mark of the success that can be achieved with passion, determination and commitment to one’s true calling. For that, she’s truly one to watch.