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HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2012

Contents
Messages
P.22 P.23 P.24 P.25 Dr Dennis Sun BBS JP, Chairman, The Hong Kong Management Association Dr Norman Leung GBS LLD JP Executive Chairman, Television Broadcasts Limited , Mr S K Cheong, Chairman, Organizing Committee, HKMA/TVB Awards for Marketing Excellence 2012 Dr Victor Lee, Executive Director, The Hong Kong Management Association

The Organizer
P.26 P.27 P.28 P.29 P.30-32 P.33 An Introduction to The Hong Kong Management Association About the Awards Panel of Judges: Campaign Awards Panel of Judges: Individual Awards Board of Examiners: Marketing Awards Organizing Committee 2012 Board of Examiners: Marketing Management Committee 2011/12

Campaign Awards
P.35 P.37 P.39 P.41 P.43 P.45 P.47 P.49 P.51 P.53 P.55 P.56 Judging Criteria and Campaign Award Winners Gold Award: Coca-Cola China Limited Silver Award: Hong Kong Breast Cancer Foundation Bronze Award: Hong Kong Disneyland Excellence Award: Fuji Photo Products Co Ltd Excellence Award: McDonald’s Restaurants (HK) Limited Excellence Award: Media Palette Hong Kong / Cherrypicks Merit Award: MTR Corporation Limited Merit Award: Okamoto Industries (HK) Ltd Merit Award: Pizza Hut Hong Kong Management Limited Merit Award: SOVIL ET TITUS Past Campaign Award Winners

Individual Awards
P.57 P.58-59 P.59 P.60 Judging Criteria and Individual Award Winners Marketer of the Year and Distinguished Marketing Leadership Awardees Outstanding Marketing Professional Awardees Past Individual Award Winners

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HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2012

Message from

Dr Dennis Sun BBS JP

Dr Dennis Sun BBS JP Chairman The Hong Kong Management Association ocial media as the new marketing tool is gathering momentum and rapidly changing the marketing landscape. With the technology breakthrough, marketing has evolved into an experience which directly engages consumers and encourages them to actively participate in the co-creation of a marketing programme. The real-time information exchange websites such as Facebook, Twitter and Youtube are increasingly governing the market dynamics, which are further catalyzed by the overwhelming presence of mobile technologies like smart phones and laptops. Marketers are now foreseeing a more complex, brisk and diverse form of virtual competition which requires a more comprehensive strategy. Since its launch by The Hong Kong Management Association 27 years ago, the HKMA/TVB Awards for Marketing Excellence have been recognizing over 300 outstanding marketing campaigns and marketers and raising the standards of the marketing profession in Hong Kong. I am very pleased to note that the participating companies have demonstrated how they effectively integrate new and traditional ways of marketing. The calibre of applicants never ceases to amaze me and this once again reinforces the well-earned title of the Awards as ‘Oscars of the marketing field’. On behalf of the Association, I would like to extend my heartfelt thanks to Mr S K Cheong, Chairman of the Organizing Committee, and to the members of the Panel of Judges, the Board of Examiners and the Awards Organizing Committee for their continuous commitment to promoting marketing excellence. Their concerted efforts have ensured the widespread success of the Awards. My deepest gratitude also goes to Television Broadcasts Limited for their generous sponsorship and publicity since 1989 and all the Corporate Sponsors for their continuous support. Last but not least, may I take this opportunity to extend our most sincere thanks to Mr Michael Wu, Chairman and Managing Director of Maxim’s Caterers Limited for sharing with us his invaluable insights at the Award Presentation Dinner.

S

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HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2012

Message from

Dr Norman Leung GBS LLD JP

Dr Norman Leung GBS LLD JP Executive Chairman Television Broadcasts Limited

F

or more than two decades, TVB has come together with the HKMA to...
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