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Startup company is the new trend of advertising industry, says a advertising agencies executive director

出自香港新聞網 - 樹仁新傳系學生實習習作

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By Tsz-Shun Yam, 9 October 2018


Many fresh graduated students and former HK4As companies’ employees rather starting up their own advertising agencies than working in one of the HK4As companies since startup is more flexible and they can do whatever they want.


“It’s entertaining but more than entertainment,” Angela Ng, the executive director of The Association of Accredited Advertising Agencies of Hong Kong said at a Hong Kong Shue Yan University forum yesterday. HK4As encourage young people to think more creative and be a part of the advertising industries in the future. HK4As has provided many opportunities to the young people, such as the Young Kam Fan and the HK4As Student’s Award, she added.


“Startup agencies are more flexible,” she said. She encouraged young people to startup their own agency. Comparing to HK4As companies, startup agencies have a higher flexibility, they can decide what they want to do. Even though 4As companies are more secure and they are more international, working in these companies young people can get in touch with a high variety of clients, but the flexibility is low, she added.


“Celebrities endorsement always have their value,”she said. She believed celebrities endorsement will not be swayed by the case of tax evasion of Fan Bingbing. Celebrities endorsement still has great influence in the advertising industry in China.


“KOL is very contrived to me,”she said. KOLs are just trendy items, they are created by social media, the numbers of “Like” are not real. The function of “Like” in the social media can trigger depression of the users, they will feel depressed when nobody “Like” the photo they posted, that is the reason why people are obsessed with using social media like Facebook, she added.


The Association of Accredited Advertising Agencies of Hong Kong (HK4As) is an association of multinational advertising agencies in Hong Kong. Its objectives include the setting and maintaining of standards of business ethics, providing a forum for the exchange of views within the industry, and nurturing the development of the industry.--165054 2018年10月9日 (二) 17:16 (CST)

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