Gen Z speaks: Hardchi Creative’s Jeremy Lam

Hong Kong’s creative sector has transformed with the arrival of the Gen Z talent. Their awareness of contemporary trends has driven innovation and fostered creativity, reshaping the industry with fresh perspectives.

In fact, this generation is receptive to brand stories as they demonstrate value and authenticity, but they also see there's a lack of engagement between youngsters and brands today, according to an Edelman Hong Kong report. The Gen Zs consider themselves “very loyal” to technologies (23%), consumer electronics (22%), and food and beverage (21%).

However, when it comes to creative work for client briefs, they may face challenges such as unclear objectives and an unfocused target audience, which can create significant pressure for these young professionals.

As such, Jeremy Lam (pictured), senior account executive, Hardchi Creative, shares his insights on managing these complex client briefs. He discusses strategies for persuading clients to create briefs that enable the team to focus and effectively develop a clear direction, rather than being pulled in multiple directions.

MARKETING-INTERACTIVE: From your experience, what would you consider a bad brief? What’s the worst brief client has given you?

There are several elements that can contribute to a poorly constructed brief. In my experience, unclear objectives and an unfocused target audience are major factors. 

I understand that clients often want to include numerous aspects in a campaign to enhance its cost-effectiveness. However, this can place undue pressure on the team due to the lack of a clear direction. 

Additionally, attempting to convey multiple messages within a single campaign is another characteristic of a bad brief. 

Less is more - a good brief should be concise and have a clear objective, allowing the team to focus and develop that direction effectively rather than being pulled in multiple directions.

MARKETING-INTERACTIVE: How did you deal with the brief?

After the briefing session, I will discuss with the team the key objectives we should focus on and identify any missing or unclear elements in the brief. Additionally, I will consider the campaign from a consumer's perspective to determine what they are looking for and what we need to deliver. 

Following this, I will have a call with the client to highlight the issues we identified and suggest solutions based on our discussion, ensuring that we align our efforts and objectives.

MARKETING-INTERACTIVE: As a junior staff, pitching is important but how do you know when to walk away?

I prioritise my team above all else. If they are currently experiencing a heavy workload, I might forgo the pitch.

Additionally, an imbalanced campaign budget and workload are factors that could lead me to step away.

MARKETING-INTERACTIVE: What are the bad behaviours you have seen from clients that need to stop?

Clients with subjective perspectives can be difficult to manage, and this issue needs to be addressed. While I know that some clients are more experienced and have specific ideas, it is important for them to remain open-minded and trust the agency's expertise and creative vision when they choose to collaborate.

MARKETING-INTERACTIVE: How do you deal with clients who may not respect the younger people on your team?

Actions speak louder, and data never lies. Demonstrate your professionalism and build trust with clients through the performance. I guess this is the most effective way to earn their respect.

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