The Marketing Society HK event: where has all the creativity gone?

This was the keynote for a The Marketing Society Hong Kong event that aimed to conduct an in-depth analysis of the current state of creativity within Hong Kong's marketing industry. Actionable strategies to reignite Hong Kong's presence on the global marketing stage were explored.

1. Where Has All the
Creativity Gone?
The State of Hong Kong Creativity
By Andreas Krasser

2. 2THE STATE OF HK CREATIVITY
JUNE 2024
“No one believes in big ideas anymore.”
“Nobody wants to take any risks.”

3. 3THE STATE OF HK CREATIVITY
JUNE 2024
“No one believes in big ideas anymore.”
“Nobody wants to take any risks.”
“Who needs a big idea?
It’s about being on trend and tech-savvy!”
VS.

4. 4THE STATE OF HK CREATIVITY
JUNE 2024

5. 5
A PROPER
DISCOURSE
IS NEEDED
THE STATE OF HK CREATIVITY
JUNE 2024

6. X
EMOTIVE &
FAME-
GENERATING
CREATIVE
DRIVES
PROFIT
Image Credit: Mark Ritson
6THE STATE OF HK CREATIVITY
JUNE 2024
MORE CONSENSUS IN THE WEST

7. X
7
XPAUL DYSON ON AD PROFITABILITY
THE STATE OF HK CREATIVITY
JUNE 2024
Source: The drivers of profitability, Paul Dyson - accelero (2023)

8. 8
Creativity
THE STATE OF HK CREATIVITY
JUNE 2024

9. 9
But what kind of creative
work are we talking about?
FUNNY SAD TECH-BASED INFORMATIVE
THE STATE OF HK CREATIVITY
JUNE 2024

10. X
10
XINFORMATIVE CREATIVE LEADS IN ASIA
THE STATE OF HK CREATIVITY
JUNE 2024

11. 11
Creatively awarded work, on
average, gained market share
about 12 times easier than
non-awarded campaigns of
similar spending.”
“
Source: The Long & the Short of it, Binet & Field (2013)
THE STATE OF HK CREATIVITY
JUNE 2024

12. 12
Not so fast!
THE STATE OF HK CREATIVITY
JUNE 2024

13. X
13
X
CREATIVELY AWARDED ADS
HAVE BECOME AVERAGE
Creatively awarded work from
the 2021–2023 period is, in fact,
as effective as your average
advertising.
Source:
Andrew Tindall, System 1 (2024)
SYSTEM 1’S STAR RATING
THE STATE OF HK CREATIVITY
JUNE 2024

14. 14
LONG-TERM SHORT-TERM
THE STATE OF HK CREATIVITY
JUNE 2024

15. 15
Sound familiar,
hong Kong?
THE STATE OF HK CREATIVITY
JUNE 2024

16. 16
What kind of creativity is needed?
No answers. Just thought provocations.
THE STATE OF HK CREATIVITY
JUNE 2024

17. 17
Maybe what’s needed is
more strategic creative.
Thought provocation 01.
THE STATE OF HK CREATIVITY
JUNE 2024

18. 18
Maybe we need to (re)learn
to think more long-term.
Thought provocation 02.
THE STATE OF HK CREATIVITY
JUNE 2024

19. 19
Maybe we need to ditch the
Modern Marketing Syndrome.
Thought provocation 03.
THE STATE OF HK CREATIVITY
JUNE 2024

20. 20
modern marketing syndrome
made-up terminology
the urge to abandon all marketing
strategies that are deemed old-school,
solely focusing on reinventing the entire
discipline... every single year.
THE STATE OF HK CREATIVITY
JUNE 2024

21. 21
Maybe we need to go back to
basics: old-school skills for
new-age thrills.
Thought provocation 04.
THE STATE OF HK CREATIVITY
JUNE 2024

22. 22
Maybe we need other
benchmarks than KOLs’ IG feeds.
Thought provocation 05.
THE STATE OF HK CREATIVITY
JUNE 2024

23. 23
Maybe we need to have
a little more fun.
Thought provocation 06.
THE STATE OF HK CREATIVITY
JUNE 2024

24. 24
Creativity is
intelligence
Having fun
THE STATE OF HK CREATIVITY
JUNE 2024

25. 25
Thank you!