AME's Greater China Awards Executive Jury Spotlight Interviews celebrate the exceptional minds shaping the landscape of advertising and marketing communications in Greater China. The 2024 Greater China Executive Jury includes visionary leaders renowned for creating influential, results-oriented campaigns for leading brands.
Originally from Hong Kong, Joseph Lau has worked in various international networks in Hong Kong, Shanghai, London and Los Angles. With more than 20 years of experience in advertising and marketing industry, what’s been most exciting for him is developing consumer-centric brand experiences and integrated creative solutions for some of the world’s most recognisable brands such as Nike, Converse, Coke-Cola, Nokia and Apple.
After two decades in creative agencies he joined OPPO in 2019 to rebuild their in-house creative team.Through his deep understanding of tech gadgets, creativity and planning skills for brand experiences, he has led OPPO to winning at some of the most prestigious awards for the first time. These includes Cannes Lions, ADC, One Screen, Short Shorts Film Festival & Asia, LIA, Clio Music, ANDY Awards, Spikes Asia, Campaign Brief’s The Work, China Longxi and MAD Stars. In 2023, Joseph was listed in the top 40 most awarded creative in China by Campaign Brief Asia.
刘鹰扬
OPPO 海外创意与设计部部⻓
⼀位来⾃⾹港的资深创意⼈，从事⼴告设计及营销超过 20 年，于⾹港、上海、伦敦及洛杉矶不同的国际性⼴
告公司累积了丰富品牌经验，并且为国际知名品牌耐克、匡威、可⼝可乐、诺基亚及苹果提供以⽤户或顾客为
中⼼的品牌体验及创意⽅案。
于 2019 年受 OPPO 邀请加⼊, 重新建⽴内部的创意设计团队，并主理和负责全球营销策略和创意设计素材。
受益于他对科技产品、创意、策略及品牌经验的深刻理解，其作品为 OPPO ⾸度赢得了国际性知名⼴告营销
奖项，包括戛纳⼴告奖、ADC 艺术指导协会创意奖、One Screen 影⽚节、Short Shorts Film Festival & Asia、
Clio ⾳乐奖、ANDY 创意奖、LIA 伦敦国际创意奖、Spikes Asia 亚洲创意奖、Camapign Brief The Work 创意
奖、 华⽂⻰壐创意奖、 MAD Stars 韩国釜⼭⼴告节等超过 30 个国际奖项。2023 年刘鹰扬更被亚洲
Camapign Brief 列⼊全中国 40 位获奖最多的顶尖创意⼈之⼀。
In the interview below, Joseph shares his industry insights and perspective on future forward trends,brands embracing social responsibility, what he's looking for in award-winning work and why effectiveness competitions are important.
AME Awards: Why are effectiveness competitions like the AME Awards important?
实效奖：为什么像AME奖这样的实效奖很重要？
In reality, effective marketing advertisements do not necessarily stem from great creativity. The ability to utilize good creativity to achieve high-impact results is undoubtedly the most challenging and difficult task. This, in turn, proves that creativity holds the power to change the market landscape.”
現實上有成效的營銷廣告不一定都沿自好創意，能夠運用好創意去實現高成效的結果，無疑是難度最高、挑戰最大的考驗，也反證創意擁有改變現狀的市場威力。
AME Awards: As a creative strategist, what stand-out attributes do you recognize in award-winning creative effective advertising?
实效奖：作为一名创意策略人，您认为能够获奖的创意实效广告具有哪些突出特点？
Joseph Lau: Being able to uncover the underlying, primal needs of consumers hidden beneath the surface. In an age of social media and market information explosion, they may not have a clear understanding of what they truly need or where their conflicts and contradictions lie. By meticulously analyzing and identifying consumers’ problems and pain points, creativity can effectively and accurately address them.”
能洞察出隱藏在表象下用戶的原始需要。在社交媒體和市場資訊爆發的年代，用户對於自己真正需要什麼，矛盾和衝突在哪裡，也不一定了解清楚。能夠抽絲剝繭去洞察出用戶的問題和痛點，便更能發揮創意，精準地解決它們。[Text Wrapping Break]
AME Awards: What future forward trends and innovations are brands embracing for 2024?
实效奖：2024年，品牌将拥抱哪些未来趋势和创新？
Joseph Lau: Absolutely AI. For brands today, it is a tool that can save costs, enhance efficiency, inspire imagination, and create market opportunities. Personally, I believe AI is an entirely new species; its immense power and influence can even change our ways of thinking, values, and habits.”
絕對是AI，目前對於品牌來說，它是一個能節省成本、提升效率、啟發想像力及創造市場機會的工具。我個人則認為 AI 是一個全新的物種，它強大的力量和影響力甚至能改變我們的思考模式、價值觀和行為習慣。
AME Awards: With an increasing emphasis on corporate social responsibility, how do brands effectively communicate their values and societal contributions in their marketing strategies?
实效奖：在企业社会责任日益受到重视的背景下，品牌如何在营销策略中有效传达其价值观和社会贡献？
Joseph Lau:I believe it is essential to pay attention to whether the brand’s products or services contribute positively to society. Consumers are very smart; for instance, a brand cannot claim to support social causes on one hand while damaging the environment in their production processes on the other. The key is to be consistent in words and actions, so that consumers will genuinely like the brand.”
我認為必須留意品牌自身的產品或服務是否有為社會作出貢獻的角色。用戶是非常聰明的，例如品牌不能一方面宣傳如何支持社會公益，另一方面在生產上卻破壞環境。關鍵是需要言行一致，用戶才會真心喜歡品牌。