Chris Kyme, in his ongoing ‘Postcard from Hong Kong’ series, reflects on the shifting landscape of the advertising industry. As 2025 concludes, he highlights the disappearance of major historic agencies, sparking conversations about creativity and innovation in advertising.
Interrogating the State of Creativity in Advertising
Kyme recently completed a two-month lecturing stint at Hong Kong Polytechnic, focusing on the History of Advertising. His discussions coincided with significant industry losses, including renowned advertising figures like Piyush Pandey and Neil French.
Insights from Academic Research
At Baptist University Hong Kong, Professor Kara Chan and her students conducted studies on MTR advertising effectiveness. Their research consistently reveals that the most successful ads embrace simplicity, bold colors, and reduced clutter.
- Simplicity stands out.
- Bold colors are effective.
- Less clutter enhances impact.
Despite these findings, Kyme argues that the ads surveyed often lack true creativity, merely presenting the best of a mediocre selection. Celebrity endorsements and cute characters dominate, yet rarely push the creative envelope.
The Creative Race Ahead
The advertising community is contemplating strategies for success in 2026. Common suggestions include:
- “Creativity as a driver of transformation.”
- “Clients seeking clarity, accountability, and results.”
- “Investing in upstream ideation”
Kyme, however, contends that these recommendations lack substance. True creativity should focus on exceptional ideas rather than just financial backing or the latest trends.
Celebrating Great Advertising
During his lectures, Kyme revisited iconic campaigns, such as Apple’s “Think Different” and Mastercard’s “Priceless.” These exemplify how impactful advertising can inspire and engage audiences at a deeper level.
Hong Kong witnessed remarkable campaigns, notably from brands like Cathay Pacific, HSBC, and McDonald’s, celebrated at the 4As Kam Fan awards. These campaigns, despite limited media budgets, achieved international acclaim.
Bridging the Creative Gap
Kyme raises concerns about the disconnect between award-winning campaigns and everyday advertising visibility. Many groundbreaking ads remain unrecognized by the general public, missing opportunities for widespread engagement and inspiration.
He encourages a reevaluation of what constitutes creativity in advertising. Effective campaigns should resonate with the audience, respect their preferences, and inspire a new generation of creatives.
- Which clients will dare to innovate?
- Which agencies will cultivate the skills necessary to sell cutting-edge ideas?
An increase in bold, engaging advertising could elevate the industry standard in Hong Kong, returning creativity to its rightful place at the forefront.
As 2025 closes, these reflections pave the way for a more vibrant advertising future.
