SOPA Media Insider: Creative agency services

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Creative agency services

Publisher’s creative agency services adding to the disruption.

Publishers are increasingly creating business models which leverage their inherent expertise in content creation and storytelling by offering these services to brands. Publishers such as Forbes, The Atlantic, The Washington Post, The Financial Times, The Wall Street Journal, The New York Times now have their own in-house ‘creative agencies’ which serve their advertising clients. Some publishers, such as The Atlantic, have now made these agencies standalone business which do not necessarily serve their advertising clients but serve a broader audience of businesses that need creative agency services.

Join us for a dynamic discussion about how this new in-house model rivals traditional agency offerings, what this means for advertisers and marketers, and how this feeds into future business models for publishers to support their core news/content creation activities in the midst of declining advertising revenue.

8:30- 9:00 for networking, registration and coffee/tea and pastries will be available.
Program to begin promptly at 9:00am.

Venue: Bloomberg Auditorium, 27/F, Cheung Kong Centre, 2 Queen’s Road, Central, HK
Fee: HK$200 per guest

For enquiry, please call SOPA Secretariat at (852) 3664 2719 or email to [email protected]

Bookings will only be confirmed upon payment confirmation.
Due to Bloomberg’s advanced registration policy, no walk-ins will be allowed.




Nicole Bales
Director, APAC, Integrated Marketing and WSJ Custom Studios
Wall Street Journal

Nicole Bales is currently the Director of Integrated Marketing APAC and heads up the WSJ Custom Studios which is the content marketing division of The Wall Street Journal. Nicole oversees a team of writers, designers and marketers to produce content for commercial clients in the region. Prior to joining WSJ last year, Nicole worked at globally renowned digital creative agency Razorfish where she was the Head of Production in both the Hong Kong and Sydney offices. Nicole has over 15 years in creative production with a core background in digital, mobile, branding, and project management. She previously worked in radio producing live and packaged audio content, has written for publications and produced film and social campaigns, plus led experiential projects including VR and immersive technology led initiatives.


Huw Gildon
Chief Strategy Officer

Ogilvy & Mather Group HK

Like many strategists, Huw’s background is in traditional market research and psychology.
These skills are the foundation for a career on some of the world’s biggest brands including BP, Marlboro and Samsung.

As the first Chief Strategy Officer of Ogilvy Hong Kong, Huw has been focused on creating a new, fully integrated strategy department, that can bring together Ogilvy’s unmatched range of strategic tools to solve real client problems, drive creative innovation, and deliver all of this at the speed that today’s business environment demands. Multi-disciplinary teams of strategists including data analysts, consultants, brand planners, search and performance specialists, media strategists and social experts now collaborate together to help Ogilvy clients navigate the complexity of the questions facing brands in the 21st century marketing environment.


Sylvia Lee
Senior Manager, Central Marketing

Hang Lung Properties

In January 2014, Sylvia set up the Central Marketing function at the headquarters of Hang Lung Properties, and since then has been responsible for marketing activities across the company’s portfolio of shopping malls and mixed-use complexes in Hong Kong and China. This diverse 9-city coverage gives Sylvia opportunities to work with markets of varying maturities and changing paradigms.

Before joining Hang Lung, Sylvia was General Manager, Marketing, at K. Wah Properties. Prior to that, she worked at the SCMP, and was previously managing director at M&C Saatchi, Leo Burnett, and BBDO HK.



Carlos Bruinsma

Carlos Bruinsma started his career working his way across Australia as a journalist. From these humble beginnings, he made his way to the PR sector for a time before deciding to broaden his horizons towards Asia after a stint in Europe. Most recently, he was with HR Magazine before joining Lighthouse Independent Media as editor of Marketing magazine.