Carrie Law has over 17 years of experience in cross-media, communications, and technology fields across Greater China, Asia, Europe, and the US. She has fostered partnerships with leading media companies in China. Law is currently working at Ignite Media Group, a Hong Kong-based media conglomerate that provides advertising, public relations, digital marketing, and publishing services across Macau, Hong Kong, and Guangzhou.

1. Guest speaker Bio
Carrie Law
Ignite Media Group
Advertising 17+ years of experience in the
cross-
media, communications, and
technology fields. Regional
5TH out of 12 Classes exposures in Greater
E308 BBA – Final Year China, Asia, Europe, and the U.S.
Fostered partnership with
leading media as CCTV Moving
Media, Tencent, Sina, Youku, Chi
na Mobile, China
Telecom, Openrice, Groupon, Ga
openg, Foursquare, Jiepang.
hk.linkedin.com/in/mediacarrielaw/
[MO] +853 6229 0330
[HK] +852 9220 0622
23 Jan 2013 claw@igniteasia.com
MSN: gocarrie@hotmail.com
SKYPE: gocarrie

3. I’m blind. Please help…

4. IT IS A BEAUTIFUL DAY……

5. BUT I CAN’T SEE IT.

6. What did this video tell us?

7. What is/are the difference(s)
of these two messages?

8. Original Message:
It’s about ME. Just ME.

9. Revised Message:
It’s about YOU & ME?

10. CAN’T SEE vs. SEE
Your empathy on Me.

11. NO CHANGE!
Context, Medium & Channel

12. Break-out time
- UNSEEN DICTATION -

13. Group ONE

14. Group TWO

16. NOISE NOISE
AGE
HE KNOWLEDGE
SHE
CULTURE
HABIT
BEHAVIOUR

18. IN THE GOOD OLD DAYS…

19. Today, consumers are more ACTIVE in purchase journey
PUSH PULL PURCHASE
MASS SEARCH & SOCIAL SOCIAL

20. 60%
Nearly 60% of consumers start their purchase
journey with SEARCH.
Source: GroupM Search study with comScore.
“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

21. 45% VS 51%
Consumers who convert are
equally likely to use a
combination of as opposed to just
SOCIAL & SEARCH SEARCH
Source: GroupM Search study with comScore.
“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

22. 26%
use SEARCH
45% THROUGHOUT
the purchase process
versus 26% only at the
beginning and 18% only at
18% the end
Source: GroupM Search study with comScore.
“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

23. 64%
of consumers say they are likely to follow a brand via
SOCIAL MEDIA
after purchase and indicate aspirations for
connections and content from a brand in the space.
Source: GroupM Search study with comScore.
“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

24. Source: GroupM Search study with comScore.
“The Virtuous Circle: The Role of Search and Social Media in the Purchase Pathway. February 2011”

25. TMT Changes are Challenges to us…

26. Culture-specific adds complexity!

27. ADVERTISING

28. It’s ALL about PERSPECTIVE!

29. Know me?

30. Know me?

31. Know me?

32. For some brands,
a SYMBOL is ENOUGH.

33. Know me?
Know me?
Know me?

34. Why DON’T they know me?

35. For some brands,
it is N OT like that.

36. How do get to be known?
What works? What doesn’t?

43. If you were an Advertiser…

44. Here are your stakeholders:
Carrier Carrier
Agency
Advertiser (Portal) (Network)
Ad Content
Network (Handset) Consumer
Enabler
Ad Content
Server Publisher
Advertising Media Deliver
Source: IAB

45. Measure
& Optimize
Attract Visitor
An advertiser should:
- Identify the target market
- Reach out to most visitor
- Find strategy to convert
visitor into customer
- Retain and grow customer
Retain & - Manage customer
Grow relationship and get further
Convert Visitor
Customer interaction
to Customer

46. As a media conglomerate, what we do?
Ignite Media Group is a media conglomerate targeting visitors to Asia’s
premier entertainment destination, Macau.
We provide quality, reliable, and cost-efficient, one-stop media
solutions and business services to partners.
We operates in Hong Kong, Macau and Guangzhou.

47. When a brand needs promotion, advertising, brand exposure and / or ecommerce sales…
Media
Brand Agency Network Publisher Consumer
A One-stop solution with single point of contact

48. What we have?

49. What Ignition Does
• Public Relationship Management
• Event Planning
• Digital Marketing
• Design
• Custom Branding PR & Creative Agency Services
Ignition is how businesses gain an inside track in fast growing
Macau, its key markets China and the Southeast Asia region.
Our dynamic boutique agency delivers personal service
across the marketing spectrum with a firm focus on business
results.
A multi-cultural team of passionate people with top tier
agency and MNC experience.
You. Can. Depend. On. Us.
IGNITE MEDIA GROUP 1

50. Diversified Magazine
DM
Destination Macau magazine depicts the best of Macau, focusing on luxury
brand’s trendy design and exclusive interview with top managers and designers.
This bilingual magazine is placed in casinos and hotel living rooms, delivering
the highest standard of identity.
TK
DOUBLE PAGE SPREAD Tasting Kitchen serves as a guide book for the gourmets who travel to Macau. It
covers almost all the high end restaurants in this exotic island for food lovers to
explore. From this mirror you can also see the cooking philosophy of world-
class chefs.
BOOM
For trend-conscious readers, BOOM is definitely a informative magazine. She
features hot events, releases stories of the growing street and alternative
FULL PAGE culture scene.
IGNITE MEDIA GROUP 2

51. Ed-ad is a leading outdoor media company in Macau focused on controlling
key outdoor spaces for media exposure and tactical advertising. EC-ad
provides a diverse range of outdoor advertising solutions for businesses based
in Macau, but also in Hong Kong and Zhuhai China.
Billboard Building TV Car Park Taxi Ferry

52. PRISM
The first and only online video channel for viewers in Greater China and
around the world who want to know about what's on, when and where in
Macau and the Pearl River Delta area. She produces short-form travel
features and special features about Macau and Hong Kong.

54. Case Study

55. Altira Hotel Branding
• Video
• Taxi
• Billboard
• Light Box
• Magazine
• Interview

59. Sands Hotel Marketing
• Taxi
• Magazine

61. Galaxy Hotel Marketing
• Taxi
• Light Box
• Magazine Editorial

64. Star World Hotel Marketing
• Magazine
• Yellow Page
• Video Feature

66. Stepping into 2013, Hilton is thinking about how to grow faster…

67. In fact, more than a third of the business of Hilton
Hotels and Resorts is generated by leisure
travelers, and the new campaign is directed at them.
&
So they found the Onion to work out a
new website.

68. There is a diagnostic test as a gimmick to arouse people’s passion to plan a
holiday.

69. Then created funny cartoon images to remind people of overloaded days.

70. Finally called people to book rooms for their refreshing holiday…

71. The Onion had 4.5 million Twitter followers and
2.2 million Facebook fans, to whom the new
Hilton website will be promoted. Established last
year, Onion Labs has included Microsoft, Dodge
and 7-Eleven among its clients.
If you are the Hilton’s vice president of global
marketing , what will you look for in this
campaign?
What is your comment on their strategy ?

72. Q&A

73. Thank You.