Chris Skinner - Managing Partner, Initiative Hong Kong
1. Tell us a little about your background
I am currently Managing Director of Universal McCann & Initiative Hong Kong. I have been in Hong Kong for the past 8 years, and prior to that worked in London.
2. What are your impressions of digital marketing in Asia?
These are very interesting times for digital marketing, and advertising in general. I have been a big advocate for digital marketing for a long time, and in what we offer advertisers well ahead of the curve. I have always felt Asia was a little behind in embracing digital marketing but is catching up quick. This year in particular I have noticed a significant change in attitude from advertisers: from ‘we don’t need or understand’ to ‘we must use it’.
3. What do you think is the number one issue affecting advertisers in the Asia region, and how are you addressing this?
The tough economic conditions are affecting everyone and the decision process. This is only positive for digital marketing in the long run.
4. How important is online advertising in today’s media planning & buying?
The importance is growing very quickly though the capabilities of some agencies & the expectations of some clients are not being met. It is a learning process and there is no holy grail. The most important, and often neglected part, is the consumer understanding of how they use online & digital services. For the consumer online is a key part of their media day, and growing in importance, thus it is essential that it becomes more important for the media planning & buying process.
5. Here in Asia, Microsoft Advertising has provided a portfolio of ad products to meet different needs of advertisers (MSDR for performance advertising, Display for branding, and Windows Live for social media advertising). In your opinion which is the most valuable to advertisers?
All! It really depends on what we want to achieve for a particular campaign, advertiser and so on.
6. What are your tips for driving a success digital campaign?
Have a strong idea that comes from a genuine consumer insight. Then execute with innovation.
7. What do you consider as the growing and emerging opportunities in digital and what are the challenges?
There are so many opportunities, and they are changing rapidly. Cleary social media is very important and will continue to grow as more people are engaged in it. It is also important to realize that for the younger generation who grew up with social media they use it very differently from those of a later generation (me for example!!). From a marketing point of view there have been some successful campaigns, but there is no consistent way or blue print for success. Thus the real challenge goes back to my tips for success – ideas & innovation
8. Which country in Asia do you see spearheading future growth in online advertising specifically and why?
China. The size of the ad market continues to grow and hence everybody is investing in it. Additionally online offers nationwide coverage for a fraction of the cost of other media, and I can see new brands entering China, and being built solely from digital marketing. Of course nothing is straight forward in China, and the worry is the industry won’t develop due to restrictions set by the government. Ultimately it will be fascinating to watch it develop - with the sheer size of the market and its growth I expect it will dominate the Asian digital marketing agenda.
9. What do you think the advertising industry will look like in the next decade?
I think the advertising industry will return to its origins in the next 10 years. Content, Ideas, & Innovation will be the most important areas. The shape of the industry will be very different from today, with the agencies which are set up for change being the most successful – it is the strongest agency and the smartest that will win.
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Chris Skinner - Managing Partner, Initiative Hong Kong
Chris has over 12 years advertising & media experience and has extensive knowledge in helping advertisers in all parts of the region; from managing multi country activities, to global accounts and also individual Asian countries. Chris has worked across many sectors with clients as diverse as McDonald’s, Richemont Luxury Group, Financial Times, Shangri-la hotels, FedEx, & SONY.
Chris began his career in advertising in London working at Ogilvy & Mather, before working for OMD in London & Hong Kong. Prior to joining Initiative Chris was CEO of ZenithOptimedia Hong Kong.
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