Budding young marketers will have a unique opportunity to showcase their abilities and hone their creative strengths in a competitive environment with Classified Post’s Young Marketer of Tomorrow contest, which will be held at today’s Career Forum.
Organised in association with premium partner Emperor Group, this inaugural competition brings together teams from universities across Hong Kong. Each has been given a specific client brief by Classified Post that covers one of three sectors – hospitality, property, or watches and jewellery – from which they must prepare a report outlining a comprehensive and creative digital marketing plan.
More than 40 teams registered for the contest, with 28 chosen to face off in the semi-final round, which will kick off at 11am. They will present their ideas to a judging panel made up of representatives from Emperor Group and Classified Post, who will select the six most impressive teams to battle it out in the final round starting at 3.30pm.
All competing teams will be expected to present a report showcasing their main campaign idea, its use of new technologies, and the media channels and budget plan to be used. It will be assessed on seven different factors: operational and technology viability; effectiveness and results-driven nature; creativity and innovation; the attractiveness of the marketing opportunity; the entry’s insight into market sense; its ability to visualise concepts; and the skill with which the entire plan is presented.
Cecilia Kwok, business director for the recruitment business at South China Morning Post Publishers, says the competition aims to prepare a new generation of marketers for which Hong Kong businesses can draw upon in the years ahead.
“It is our belief that marketers play an important role in the growth of a business,” Kwok says. “We wish to reinforce this belief through the programme and help foster marketers of the future while they are still in university.”
Kwok added that the competition had received an overwhelming response from students and universities and that “professors also find it a good learning opportunity for their students to experience and to give them pointers on how to become a good marketer”.
The Young Marketer of Tomorrow contest highlights changes that are occurring within the marketing profession, which has in recent years seen many fresh challenges appear. Chief among these is the focus on digital, around which students are well placed to adapt to a rapidly shifting landscape.
“Digital is the key trend that is shaping marketing,” Kwok says. “It covers, but is not limited to, social media, content marketing and mobile strategy. That’s why we focused this time on the digital solutions that each team can provide to the assigned business. We hope this can help to further inspire the students’ creativity and innovation to achieve the business goal in a smart and cost-effective way.”
For premium partner Emperor Group, marketing is “essential for every business”, says Timothy Yuen, group associate communications director. The group also readily recognises the importance of digital for modern businesses.
“In order to keep abreast of the ever-evolving digital market, it is vital to adopt new marketing ideas and new ways of running businesses,” Yuen says. “We are more than pleased to extend support to aspiring students who demonstrate potential to develop in the digital marketing field. The future is in their hands, while the Emperor Group also ensures it focuses on the issue of ‘inheritance’ too.”
Yuen believes that an “ever-learning attitude” is the quality that best makes a great marketer, and that Emperor Group’s connection with the event will benefit participants in this respect. “We will share our experience and guide the contestants along the obstacles in an ever-changing market.”
While the semi-final round takes place behind closed doors, the final is open to forum attendees – so be sure to come along and cheer on your favourite team.
