Effie Awards

2023 Effie Awards Hong Kong
Entry opens Mid-May
Early Bird June 15, 2023
Deadline July 31, 2023
Round one judging August 21 – September 11, 2023 (online)
Round two judging September 21 & 22, 2023
Finalists announcement Early October
Awards presentation Mid-October

Welcome to the 2023 Effie Awards Hong Kong! Effie is a symbol of globally recognized marketing effectiveness. Launched in 1968 by the New York American Marketing Association as an awards program to honor the most effective advertising efforts, Effie now celebrates all forms of marketing that leads to a brand’s success. As the organizer and presenter of Effie in Hong Kong, we encourage our local industry to keep counteracting challenges and pushing beyond boundaries. We thank all companies and individuals that have worked hard to create effective work. Whether you are a marketer or an agency practitioner, you have contributed your part and you deserve to be honored!!!! Believe in the power of ideas, and be the champion of effectiveness! Effie HK


2023 Effie Awards Hong Kong

Rules & Guidelines

2023 Effie Awards Hong Kong Entry Kit


Online Entry User Guide


2023 Effie Awards HK - Categories


How to craft your entry

1. 2023 EffieHK - Main Entry Form.docx


2. 2023 EffieHK - Main Entry Form.pdf


3. 2023 EffieHK - Performance Marketing Entry Form.docx


4. 2023 EffieHK - Performance Marketing Entry Form.pdf


5. 2023 EffieHK - Sustained Success Entry From.docx


6. 2023_EffieHK - Sustained Success Entry From.pdf


7. effie-7tips_1920x1080_v02.mp4


Panel of Judges

Andreas Moellmann | TOKYO

Independent Brand and Marketing Consultant (Former Global Strategy Director at Publicis Groupe)

Jury Chairman

Andreas helps companies get future-ready by combining creativity & business, brands & technology. He has 30 years experience in transformative roles at agencies like DDB, Saatchi & Saatchi, VMLY&R, PublicisSapient and Isobar in Berlin, London, Amsterdam and Hong Kong. Today, Andreas lives and works as independent brand and marketing consultant in Tokyo. Meet Andreas and hear directly from him on how best to craft an Effie entry. https://www.youtube.com/watch?v=9kSzRaMnizY&t=5s

Audrey Chong | PETALING JAYA

CEO, UM Malaysia

An award-winning marketing communications professional with over 30 years of experience in diverse categories such as telecommunications, CPG, Finance, Travel and e-commerce and more.

Caroline Chan | LONDON

Former CEO, Group M, Hong Kong

Caroline is a veteran in media industry. She was the CEO of GroupM Hong Kong and Mindshare Hong Kong between 2018 and 2022. Caroline has been awarded as Agency Head of the Year, Greater China 2018, and Women to Watch in 2015 by Campaign Asia.

Charlene Ree | HONG KONG

CEO & Founder, EternityX Marketing Technology Limited

Charlene Ree is the CEO of EternityX, the acclaimed pragmatic AI marketing technology platform that empowers marketers to connect & convert Chinese consumers. Charlene aspires to lead the company and empower brands to build a true connection with their target audiences by learning their sincere needs, thus bringing lifelong brand value and revenue to their business.

Cheuk Shum | HONG KONG

Managing Director, Head of Marketing, Wealth and Personal Banking, HSBC Hong Kong

Cheuk joined HSBC’s Hong Kong office in 2022. He oversees full-funnel marketing strategies across the segment continuum, from HSBC One and Premier to Private Banking, to deliver brand priorities and business growth. Cheuk Shum started his career with Standard Chartered in wealth management, assuming various leadership positions in retail equities, platforms, business planning and investment products before switching career track to heading the bank’s strategic marketing function in 2012. His business background and perspective have helped him shape campaigns that deliver strong marketing ROIs and win industry accolades. He will be leading the efforts to drive HSBC’s ambition to be the Number 1 brand in Hong Kong for customer advocacy.

Christine Chow | HONG KONG

Director, Marketing, Digital and Customer Experience, West Kowloon Cultural District Authority

Christine Chow is the General Manager, Marketing and Customer Experience at West Kowloon Cultural District Authority. She is the mastermind behind the marketing and branding of landmark venues including Hong Kong Palace Museum, M+, Freespace, Xiqu Centre and Art Park. Her experience spans beyond arts and culture and into the hospitality, property development and tourism sectors. With a proven track record in leading rebranding and loyalty programs and driving digital transformation, she has built a successful career with New World China, Shangri-La and Hyatt.

David Ketchum | HONG KONG

CEO, Current Asia

David’s career in digital marketing and public relations spans Asia, the US, and Europe. He’s CEO of Current Asia, a data-driven content marketing agency. Previously, he founded regional marketing agency Upstream Asia (now merged into Archetype). He also served as SVP, Marketing and Communications for Calvin Klein Asia, and held senior positions with PR agencies in New York, London, Seoul and Singapore.

Ellen Yau | HONG KONG

Head of Marketing and Innovation – North Asia, Bayer Consumer Health

Ellen, a seasoned professional with 16 years of experience in marketing, e-commerce and partnerships, currently serves as the Marketing and Innovation Lead for North Asia at Bayer Consumer Health. Her expertise and enthusiasm for innovation have been key in creating and implementing successful marketing campaigns across diverse industries contributing to multiple awards such as “Best Media Campaign 2020 – Gold”, “The Spark Award 2020” and “Canestan 2019” to name a few. Skilled at navigating the ever-changing digital landscape, Ellen’s expertise constantly contributes to the enhancement of marketing strategies and innovations in Asia.

Elman Lee | HONG KONG

Marketing Director, NA Food and Convenience, and Group Company Communications of DFI, DFI Retail Group

Bringing over 20 years of marketing experience across the retail industry, Elman builds the DFI brand and communications inside and out and driving innovative customer experience and synergy across the food and convenience business regionally. She has received various accolades including a Distinguished Marketing Award from the HKMA, Campaign Women to Watch 2020 list and Johnny Green Award from 7-Eleven International in recognition of the leadership to give back to the community. Embraced in diverse cultures and international work experience from Nigeria, London, Malaysia, and Hong Kong, Elman truly speaks for inclusion and diversity and enjoys fostering a team with the same values. She believes staying curious and getting inspiration from the things around you are key to making a difference.

Gannon Osburn | HONG KONG

Independent Consultant

Gannon has been living and working in APAC for 20 years (Shanghai, Tokyo, Hong Kong) leading traditional and digital strategy, insights and digital transformation for clients in: Technology, Automotive, Financial Services, Hospitality, Travel, Luxury, and CPG. He’s a fluent Mandarin speaker (includes reading/writing) and holds a M.S. in Data Science with a specialization in AI from Northwestern University.

Hina Wainwright | HONG KONG

CMO, adm Group and Vice Chair, Marketing Society, adm Group

Hina is adm Group’s Global Chief Marketing Officer, and Vice Chair and Fellow of the Marketing society. She is responsible for leading adm Group’s global marketing transformation and strategy, primarily focusing on brand, growth, insights & innovation and customer experience. Hina has 20 years’ experience, including 12 years in Asia within leading global organisations.


Head of Ecomm & Games, APAC GBG Mid-Market (HKTW), Meta

As a digital native, Ivan is experienced in building eCommerce business and driving digital transformation through consumer centric, data-driven strategy, and innovation. Ivan is currently leading the HKTW Mid-Market Ecommerce & Games business in Meta to support SMBs in the market, and prior joining Meta, Ivan has a diverse experience working in agencies across Greater China Region, which he has created multiple award winning campaigns such as “The Levi’s campaign that Levi’s didn’t create” which won the 2017 Mumbrella Asia Awards’ Social Idea of the Year, and Grand Prix Award for the Best Campaign in the 7th Effective Mobile Marketing Awards.

Julie Chiu | HONG KONG

Executive Director, MarTech & Marketing Communications, Consumer Banking Group and Wealth Management, DBS Bank (Hong Kong) Limited

Julie has 30 years of experience in local and regional marketing, business strategy and public affairs in multi-national corporations including Citibank, DBS, Prudential, Shell and Dairy Farm. Julie sees marketing as no rocket science as good ideas are everywhere and anywhere as long as marketers are inquisitive enough.

Karen Ng | HONG KONG

General Manager, Corporate Branding & Marketing, Airport Authority Hong Kong

Karen Ng is an award-winning marketing and branding professional with over 25 years of experience in agency and in-house settings. She is currently the General Manager for Corporate Branding and Marketing at the Airport Authority Hong Kong, leading campaigns to promote Hong Kong International Airport as a key regional hub.

Katherine Chi-Brewer | HONG KONG

Director, Flyingpig Consultant

Experienced Marketing Professional with two decades of deep expertise, driving growth for busineses. Thorough understanding and knowledge in luxury and in retail, and with the world’s leading agencies. Helping businesses build and deliver marketing capabilities and outcomes in Brand, CRM, Loyalty, Commerce and more across Asia Pacific.

Kevin Choi | SHANGHAI

Head of Strategy Greater China, Havas Group

Kevin leads the integrated creative and media strategy teams at Havas Group Greater China. He joined from Ogilvy China and has won a Gold Effie Award for marketing effectiveness for his work with Adidas. He is the author of “Red Cool”, the first book in China to explore how young people define “cool”. Kevin graduated from M.I.T. and Columbia University.

Lambert Chan | HONG KONG

Adjunct Professor, City University of Hong Kong

Lambert is the Adjunct Professor of City University of Hong Kong. He had been the CEO and senior management of MNCs in diverse industries including telecom, tourism, banking, luxury retail and international NGO. He is well recognised by the media and the marketing industry to be the founder of the One2Free Brand and an expert in branding.

Lisa Glasgow | HONG KONG

Chief Creative Officer, Tootsweet Concepts

Manchester Metropolitan University UK 1993: After graduating top of class, Lisa sold her thesis to Interflora and bought a one-way ticket to Hong Kong. Her first ad campaign picked up a Spike. At BBH SG, she invited people to climb on a photocopier in a pair of Levi’s (more awards) whilst her world-first, spinning taxi-tops for CNBC drove her to Cannes. Always media-neutral, Lisa literally made mud belch and flowers say “Oops” in a digitally-wired “Dirt is Good” Garden. Leading the creative team at Mullen-Lowe SG that helped turn Persil into a 1 billion Euro brand and the no.1 global laundry detergent, pocketing a couple of EFFIES and a Lion along the way. Lisa prizes creativity that pulls its weight – in sales and awards!

Mark Sage | HONG KONG

VP Loyalty & Member Engagement, DFS

Mark is VP for Loyalty & Member Engagement at DFS and manages data insights, CRM marketing, loyalty strategy and loyalty product development for the DFS loyalty programme LoyalT. Mark has worked in loyalty marketing for over 20 years and gained extensive experience of consumer orientated marketing programs, having implemented and consulted on loyalty & CRM solutions for clients across financial services, travel, telco, retail and CPG.

Matt Nisbet | BRISBANE

Senior Creative Consultant

A 16+ year veteran of Ogilvy, where he was previously ECD, Matt is always searching for ideas that take flight, leading to unexpected creative places, earning fame and fortune for clients. In 2018 he was recognized as the #4 ranked Creative Director globally in the Big Won World Creative Rankings.

Mike Wong | HONG KONG

Professor of Practice in Journalism & Communication, Chinese University of Hong Kong

Before joining the CUHK as Professor of Practice in Journalism & Communication, Mike has hold key positions in corporations and marketing service agencies including Greater China Marketing & Innovation Head of Diageo, North Asia Head of Strategy of Bates Asia, Greater China VP & Hong Kong MD of McCann WorldGroup and MD of Ogilvy & Mather HK.

Paul Yuen | HONG KONG

Marketing Director, Mentholatum (Asia Pacific) Limited

Paul spearheads the formulation of branding and marketing strategies for various brands, Hada Labo, Dermacept, Mentholatum LipCare, to name a few; and dedicated to accelerating corporate e-commerce & incubating digital innovations. He is a great believer in “Dreams and teams work together” and has always been enthusiastic about collaborative success and mutual inspiration with talented minds.

Ruby Chou | TAIPEI

Group Head of Marketing, MoneyHero Group

Ruby is a passionate storyteller with over 20 years of integrated marketing experience in North America and Asia. She is a veteran in developing and managing multi-channel marketing programs both at the agency- and client-side. In recent years, Ruby's focus on balancing data and creativity allows her to help the business better leverage the opportunities to inform business and marketing decisions and tap into the brilliance of collective imagination.

Shelly Shum | HONG KONG

Marketing Manager, Digital Engagement, FedEx Express, AMEA

Shelly is a seasoned marketing professional with over 30 years of experience in brand management, advertising, digital experience, and marketing communications. She is currently leading a team to deliver commercial value for FedEx Express across the Asia Pacific, Middle East and Africa region through digital leads generation, content and journey optimization and personalized experience design.


Lecturer, The School of Communication, Hong Kong Baptist University

S T Tso has spent over 30 years in the advertising and media industry. Before joining the School of Communication at HKBU as lecturer, he has held senior positions with Television Broadcasts Limited (TVB) in Hong Kong, phd in Shanghai, OMD in Taiwan and DDB in Singapore.

Stefan Sonntag | HONG KONG

Advertising Design Programme Leader, The Hong Kong Polytechnic University

Stefan’s career in Advertising spans almost 30 years. He started as an Art Director at Scholz & Friends Hamburg, then as a Creative Director in Budapest and Prague. He worked at Bates Thailand, Batey Ads Singapore, and as APAC Regional Creative Director for TBWA\ Singapore and Shanghai, and DDB Shanghai before moving to Hong Kong in 2008 to teach at the HKPU, where he runs the Advertising Design Programme.

Timothy Schepis | SEOUL

Global Employer Brand Director, Coupang

Timothy has spent the last 25 years working in marketing and consulting, including Japan and South Korea. Timothy currently is head of Global Employer Branding at Coupang and has also worked at Amazon Japan, Australia, and MENA, British American Tobacco Japan, I&S BBDO Japan, LVMH DFS Japan and more.

Tina Chao | HONG KONG

Chief Marketing and Digital Customer Experience Officer, McDonald’s Hong Kong

Tina is a veteran marketer driving brand leadership and digital transformation for McDonald’s Hong Kong.


APAC Mobility Brand Lead, Uber

Tom leads Uber's mobility brand and campaign work across APAC, developing innovative integrated marketing campaigns for all growth bets across the region. Previously he was deputy GM at Hyundai where he had significant impact across digital, social and traditional media, executing large scale campaigns, winning multiple awards and global recognition for his work on electrification and the IONIQ brand.

Tommie Lo | HONG KONG

Founder & CEO, Preface

Tommie is the Founder and CEO of Preface, a technology training company that empowers enterprises and individuals worldwide to stay ahead in today's tech-driven world. Preface operates globally, with offices in Hong Kong, London, Singapore, and Tokyo. Their AI-powered training programmes provide fast and relevant content to help learners future-proof their businesses and careers.


Vice President, Marketing & Partnership, HKT

A strategic marketer with a creative edge, focused on generating impactful campaigns that deliver results through innovative thinking.

Yoshi Matsuura | TOKYO

CEO/ Strategic Planning Director, StrategyX Tokyo

Yoshi Matsuura, CEO and planning director at StrategyX Tokyo, oversees global projects. He has 23 years of strategic planning experience at Hakuhodo, Shanghai Hakuhodo and McCann Tokyo. With expertise in dealing with international brands and the Chinese market, he's authored books, delivered speeches, judged the Chinese International Advertising Festival, and taught at Shanghai Tongji University.

Yvonne Leung | HONG KONG

Director of Customer Transformation & Growth, Bupa International Limited

Yvonne is currently the Director of Customer Transformation & Growth of Bupa Hong Kong and ex-Chief Marketing Officer and founding leader of AlipayHK. She is a well-known marketer and change leader in Fintech industry, a Chartered Marketer and Fellow Member (FCIM) of Chartered Institute of Marketing (UK) and a winner for Distinguished Marketing Leadership of HKMA/TVB Marketing Excellence Awards 2020. Yvonne has extensive experience and dedicate to integrate strategic thinking and practical business applications through creating human-centered experience; while continually build game changing solutions to maximize business values and brand equity.

Finalists & Winners