5 Minutes with … Alfred Wong
Alfred Wong, chief creative officer at VML Hong Kong, transformed from a childhood sceptic of creativity to a leader in advertising.
Influenced by experiences at top agencies, Alfred champions the integration of technology with creative storytelling, emphasising human connection and innovative ideas to shape the future of advertising.
Speaking to LBB, Alfred discusses his experiences across prestigious agencies, shaping global campaigns for brands like Apple, and his advocacy of technology as a tool rather than a focus. He also reflects on how agency environments shaped his creative ethos and commitment to collaboration.
LBB> Have you always been creative, even as a child?
Alfred> Actually, from childhood to adulthood, I never thought of myself as creative. I didn’t enjoy drawing, writing, or studying when I was little — I just loved playing around. I guess that’s pretty typical for most kids. Or maybe I enjoyed daydreaming (which I still do), and that’s a form of creativity, too.
LBB> Your career trajectory has taken you through various prestigious agencies and garnered numerous accolades. What factors have contributed to your consistent success in raising the creative bar?
Alfred> I am fortunate to have worked with great agencies alongside talented individuals and encountered exciting opportunities. If I were to talk about myself, I would say it’s because I am not confident and perpetually feel inadequate, which drives me to keep pushing myself to improve. Even after all these years, the sentiment remains unchanged. And I always remind myself that no matter how good I am, there will always be others greater than me.
LBB> Transitioning from Leo Burnett Hong Kong to Media Arts Lab Shanghai and now to VML Hong Kong, what unique perspectives or experiences have you gained from each environment, and how do they influence your approach to creativity?
Alfred> At Leo Burnett, I grew from a copywriter to an ECD. The agency’s “HumanKind” philosophy shaped my understanding of creativity — always remembering that our work impacts people’s hearts. At Media Arts Lab, serving Apple in a larger market reinforced the focus on the product as a hero and emotional connection. These principles remain constant, regardless of brand or technological advancements.
LBB> The fusion of technology and creativity seems central to your career. How do you envision this fusion shaping the future of advertising, especially considering VML’s focus on creativity, consultancy, and technology?
Alfred> While I don’t position the fusion of technology and creativity as my core theme, I believe creativity should be boundless. Technology serves as a powerful tool, but the essence of any creative endeavour lies in the idea itself. Our challenge is to use these tools effectively to elevate and amplify creativity.
LBB> With a diverse client portfolio spanning various industries, how do you adapt your creative approach to meet each client’s unique needs and challenges?
Alfred> First and foremost, I avoid pigeonholing myself. I enjoy working with different brands because it allows me to handle diverse campaigns. Regardless of the client, I always start by understanding their business, brand positioning, and target audience, which is the same as everyone else. I try to put aside my expertise and imagine myself as the masses — how can I create something that resonates with them?
LBB> As the chief creative officer at VML Hong Kong, what are your primary objectives and visions for the agency’s creative direction, especially considering the evolving landscape of advertising and technology?
Alfred> My vision is to integrate ideas and technology. We should embrace technology fully, but keep in mind that we’re not selling fancy tech or AI — we’re selling how technology can elevate our ideas to sell products and services.
LBB> Collaboration and leadership drive creative excellence. How do you foster a culture of collaboration and innovation among your creative teams in this rapidly changing industry?
Alfred> I still enjoy brainstorming with teams. I always encourage everyone to speak up and share ideas, regardless of their level. Continuous learning and staying informed are essential in our dynamic field.
LBB> How do you balance the pursuit of creativity with the need to deliver results and meet client expectations?
Alfred> Balancing creativity and results is an ongoing challenge. There’s no one-size-fits-all solution. If an idea is strong and you believe in it, even if you don’t initially convince the client, there will be opportunities to bring it to life. I’ve experienced this first hand — twice, with different clients — where clients asked me to resurrect previously abandoned ideas, and the results were exceptionally rewarding.
LBB> What regional trends do you expect to take off in the next year?
Alfred> Years ago, mobile and data dominated the landscape. Looking ahead, championing AI will undoubtedly be crucial. Additionally, eco-friendly initiatives — brands going green and emphasising sustainability — will continue to gain prominence.
LBB> If you could change one thing about the industry, what would it be and why?
Alfred> Can I suggest two things? They would be budget allocation and better timing, especially in our market. Great work requires both adequate resources and sufficient time.
