DDB Group Hong Kong has promoted Adrian Tso from Head of Strategy to Chief Strategy Officer. It will be Tso’s fifth promotion in the nine years he has been at the agency, and second since leading the strategy team back in 2019.
The announcement comes off the back of a particularly strong year for DDB Group Hong Kong’s strategy team, receiving considerable recognition for their effectiveness work for clients. Accolades reflecting the quality of the team and strategic product have included winning the coveted HK Grand Effie, contributing to DDB being named the most successful agency at the 2024 HK Effie Awards, and the highest ranked HK agency in the Effie index, as well as a WARC ranking in the top 50 of most effective agencies in APAC, and the only HK agency receiving the honour of winning at this year’s WARC awards for effectiveness.
Tso will continue to report directly to DDB Group Hong Kong CEO, Andreas Krasser, and is tasked with maintaining the strong momentum in effectiveness work for the agency while also building new business streams for the agency.
Krasser said: “Adrian is the human intersection of strategy, technology, and business acumen: the holy trinity for a planner – always sought after, almost never mastered by only one mind. What’s more, Adrian has an unparalleled work ethic; there is no unworthy brief for him, he tackles every challenge with excitement and sees opportunities where others often only see chores. He continues to prove himself as a major force here at DDB, and I know will only further elevate the value of strategic thinking in our marketplace and beyond.”
Tso said: “As a market, Hong Kong is coming off of a long stretch of advantageous prosperity into much more competitive and unforgiving circumstances. And I can’t think of a more opportune time for my team and myself to remind the market why creative and effective marketing matters. This is what we will be aiming to do, with every single project, for every single client.”
Alongside his role in helping clients develop effective campaigns and overseeing the strategy team, Tso invests significant time in mentoring future advertising professionals. He is a regular guest lecturer at universities in Hong Kong and has managed the agency’s internship program for multiple years. Additionally, he is a member of the Global Strategy Council for the DDB network and frequently engages in industry events, serving as both a juror and presenter at award shows and festivals.
