Gen Z speaks: SO DON’T BORE’s Winnie Tsui

Creativity is an important driver of a brand's success in the marketing world. In fact, high performing, creatively-awarded campaigns are likely to grab attention and generate fame at twice the level of non-awarded campaigns.

According to WARC's recent analysis of 5,000 award-winning campaigns, creatively-awarded campaigns are more likely to convince people the featured brand is better quality in the long run, thus reducing price sensitivity and creating connections between the brand and consumers. 

However, with the concern over tight budgets, there's a danger that brands miss their opportunity to stand out with big creative ideas.

While in Hong Kong, some of the young creatives also encounter challenges when navigating client relationships in the real world, including briefs with fixed creative paths that leave little room for exploring new ideas.

In this episode, Winnie Tsui (pictured), senior creative executive, SO DON'T BORE, who juggles copywriting and account work, talks about the challenges posed by poorly structured briefs, the importance of open communication, as well as her strategies for managing client relationships.

MARKETING-INTERACTIVE: From your experience, what would you consider a bad brief? 

There are two types of bad briefs. First, when the client's plan is all over the place, we can get super creative, but it often ends up as wishful thinking due to budget limits.

The second kind is when the brief already has a fixed creative path, leaving no space for fresh ideas. Following the client's ideas without adding our touch turns it into a soulless job.

So, it's key for clients to lay out their expectations, boundaries, and team vibes while giving us some breathing space for creative fireworks. This sets the stage for an exciting collaboration! (Maybe we're a bit of a headache for clients too!) 

MARKETING-INTERACTIVE: What's the worst brief a client has given you?

Once, a client said we nailed the pitch. But when we asked which ideas to proceed with or modify, we discovered there were minimal aspects chosen. It felt like starting from scratch, as the client had already mapped out the creative journey and expected us to hit the gas.

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

We kept communicating with the client to explore various possibilities. We dug into their preferences, refined the creative bits, and offered more options. We pumped up the creativity in visuals and execution to make the video and visuals pop, boosting the campaign's appeal. 

My golden rule? Deliver a final product that I'm proud to have sculpted.

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

I still dedicate 120% effort to pitching, especially for small companies. It's crucial to flaunt the team's strengths in a couple of knockout presentations. 

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

Win or lose, we leave a mark on the client, paving the way for future gigs.

Sometimes, clients insist on cramming every product feature into each piece. In a snappy 30-second ad, the audience's memory is like a leaky bucket, not the best strategy. I get it, the product team's bursting with pride, but finding the sweet spot between creativity and sales pitch is the secret sauce for every project.

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

First, I chat with both sides to clear the air. If it's a rookie mistake, I offer guidance and help as much as I can. But if it's just about age, I adopt a “rude senior” attitude towards the client and escalate the issue to my superiors to evaluate the long-term collaboration. Luckily, I haven't met such clients yet, and fingers crossed I never do!

Related articles:

Gen Z speaks: Sunny Idea Hong Kong’s Grace Ng
Gen Z speaks: Hardchi Creative’s Jeremy Lam
Gen Z speaks: Narrow Door’s Jolin Chan

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