Meet the CEOs: Mediabrands HK's Joanne Tong

Started off as an account executive at McCann, Joanne Tong (pictured), managing director of Mediabrands Hong Kong has always been fascinated by the art and science of advertising, especially how a brand can tell its story in a 30-second TVC. During her time at McCann, she had developed basic skills to handle clients and production schedules.

Over the past two decades, Tong had helmed various senior roles at agencies such as Ogilvy, TBWA\, DDB Group, Hakuhodo and Grey Group. Now at Mediabrands, Tong believes that being a good team player is one of the most essential elements of being a good leader. She always encourages employees to learn from mistakes and to always have empathy.

She also bears in mind that leaders must not make accusations or assumptions easily, rather they should understand where people come from and try to embrace differences.

Find out more about Tong's journey in advertising thus far and who inspires her.  

MARKETING-INTERACTIVE: What was your first job?  

My first job was a summer internship at the Hong Kong Commercial Radio Production as a production assistant, where I was the assistant in developing ideas for local brands for events and executing them. It was an eye-opening experience to see how concerts were ideated and produced and managing a crew was nothing as I imagined.

MARKETING-INTERACTIVE: What was your first role in advertising?  

My first role in advertising was as an account executive at McCann. My first major clients included PCCW (now known as HKT), Nescafe, and Tiffany & Co. At that time, creative and media were working hand in hand. I had the experience to client handle, manage production schedules and explore media opportunities.

MARKETING-INTERACTIVE: What was your first impression of advertising?  

My first impression of advertising was “wow! How can a story be told in 30 seconds?” That was back when I was in grade three! I guess you could say that this exposure to short-form storytelling was the trigger that inspired and motivated me to enter the business. After my first job from McCann, I quickly realised that despite what it seemed, advertising was not just art, not just storytelling, but in fact a form of science! What shocked me more was the turnaround time for these ad campaigns. I asked – “how can all that be done in 2-3 weeks?”

My boss at the time taught me probably one of the most important lessons I’ve ever learnt - advertising is bit a “One person’s job”, it’s always the result of a great team.

MARKETING-INTERACTIVE: Who was the mentor who influenced you the most and how?  

When I started my career, I was fortunate to have a mentor called June Lyloc, she was the most amazing leader I could have ever wished for. June was my first group account director, while my immediate supervisor was someone named Eric. I can still remember my very first impression of her, being strong and courageous by defending us and fighting for more clarity when our client suddenly changed their brief and budget. She showed me the importance of doing the right things – even if they were uncomfortable, rather than just doing things right to avoid conflict. 

MARKETING-INTERACTIVE: What's the harshest criticism you've received and how did you cope with it?  

Probably that I am too much of a doer and not enough of a thinker. I didn’t understand it at first, but then I realised that it is not about just answering a brief in an efficient and conventional way, but looking beyond the surface and understanding what the real business challenge is. Since then, I became a woman of questions. I asked a lot of questions and stopped making assumptions. I dive in and investigate, learn, and really try to understand everything about my client’s business and the category trends before I even start answering any briefs. 

MARKETING-INTERACTIVE: Describe your own management style now as a leader  

While I am still learning how to become a great leader, I love what I do, and I am doing what I love. At Mediabrands, we love what we do, and we do them together, collaboratively like family. There is never anyone’s fault, but we make mistakes together and win together. I do believe advertising is not one person’s job, and our office is packed with talented and bright young people. Though we face different challenges on a daily level, it’s never one person’s problem or one person’s fault. We will always tackle them together like a family. 

MARKETING-INTERACTIVE: What's one thing you wished employees understood about being a leader?  

The importance of constantly learning, and always having empathy. Understand where people come from, do not make accusations, and never jump into conclusions. It is always easy to point out people’s flaws, but it takes courage to embrace them and support them.

MARKETING-INTERACTIVE: What do you do during your free time?  

I am an explorer at heart, and I love to explore different places both domestically and abroad. Even when going to work I like taking different routes to commute just to find hidden gem shops, restaurants and coffee shops. I also like reading, in fact I just completed my MBA last year. I also recently just learnt how to play “street fighter”.

MARKETING-INTERACTIVE: Where do you find your inspiration?  

Inspiration is everywhere - as long as you are open to be inspired. I am inspired by seeing how my son takes on his new challenges, new contents from social media and news. I believe as long as you keep an open mind, inspiration is just about everywhere.

MARKETING-INTERACTIVE: If not in advertising, where would you be?  

If not advertising, I probably would have ended up in the psychology field. I’m fascinated by people. Their choices, their decisions, their actions, why they do things and why they do things in a specific way. I guess I’m just extremely curious around human behaviour and would want to be involved with something that could give me compelling answers to this. 

MARKETING-INTERACTIVE: What advice do you have for someone looking to start a career in the industry?  

Aside that you must love what you do and do what you love, you must be a good team player. Don’t be afraid to ask or make a mistake, it’s a learning opportunity. 

MARKETING-INTERACTIVE: What issue would you like to see the industry change in 2023?  

I would love to see more talents joining our industry and seeing the digital transformation we have been looking for. We have talked about data-led strategy for too long, we do hope to see more clients’ adopting them and embracing each step we make together.

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