“Nothing worse than a bad name.
For a man. For a brand.”
For a man. For a brand.”
“Nothing worse than a bad name. For a man. For a brand.”
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It’s an old Chinese saying. It’s a truth. A man’s life expectancy is around 78 years, yet successful brands would last for more than a century. And in contexts like editorial and word-of-mouth, one just cannot see the typeface or design of a logo but can only read the spelling and sense the pronunciation of it. It’s got to be simple, memorable, easy to pronounce, and carry an outstanding first impression that sums up the brand essence. It’s got to be created by experienced copy-based creatives who have come up with successful brands in their careers that most so-called branding companies lack. A good name is what a business or brand owner should invest most resources in because there will never be a second chance to make a great first impression.
Come to us for
Brand Naming
YNOT?TONY® (2014)
While most advertising agencies are named after the founders’ last names, ours go the other way round, using the founder’s first name. The clever reversal of characters implies that proper branding should start backwards, from a good brand name to branding communication in various channels derived thereafter. Last but not least, the brand name is a suggestion that talks to the subconscious of potential clients - Why not? All condensed in a simple yet unforgettable combination.
瓏門 (2012)
Client: Sun Hung Kai Properties
1,075 units sold out in weeks. New record set for per square feet price in Tuen Mun. 7 billion Hong Kong dollars cashed in.
南崎SCape (2012)
Client: Hillcrest Capital Limited
Serra【山舘】the house of 5,051 sq. ft. was sold at HK$250 million (i.e. HK$50,000/sq. ft.) the biggest deal on Island South after stringent measures on real estates were in place.
天築 Azura
海閣 Marinus
森居 Cedrus
星宅 Novae
月觀 Seleno
薈墅 Bloom
雲臺 Nebula
山舘 Serra
瓏璽 (2011)
Client: Sun Hung Kai Properties
New record set for per square feet price in Kowloon West. Thirteen billion Hong Kong dollars cashed in for client.
OR TEA?™ (2010)
A norm-breaking tea brand co-founded by Tony Wong. In this super cluttered category, this brand name plays a key role to cut through the clutter to draw drinkers’ attention worldwide and linger in their minds. Derived from “Coffee or tea?”, a question everyone on earth has heard of for a thousand times, this simple brand name is just difficult to come up with yet it is able to be registered as a trademark. Again, the extra beauty is, it keeps suggesting humbly to the subconscious of potential drinkers facing tens of thousands of beverage brands.
天璽 The Cullinan (2008)
Client: Sun Hung Kai Properties Limited
The first residential development with full glass curtain wall in Hong Kong. The last project at Union Square as well as the most privileged. Such grand finale was well captured in its crafted name, to radiate the dazzle of such symbolic gigantic diamond along the Victoria Harbour.
Kelleteria (2003)
Client: Sun Hung Kai Properties
5 houses located in the most prestigious part of Mount Kellett Road on The Peak were all sold out right after SARS, at a speed that stunned the whole industry.
豪廷峰 Le Sommet (1999)
Client: Sun Hung Kai Properties
The location was not a supreme residential area, yet all units were sold at extremely high per square feet price beyond expectation of even the real estate industry.
漾日居 (1997)
Client: Wing Tai Properties Limited
The first residential development of the company in Hong Kong. Also the pioneer project at Union Square - Hong Kong’s 2nd CBD at Kowloon West.
Bespoke Tagline
反正都醉人 Beyond Black and White (2012)
Client: 紅伶 of Galaxy Macau
It was designed to be South China’s most luxurious private members’ club. Artsy but sought after by business tycoons, private yet members enjoy to be seen… that all seemingly contradicting elements could stay in perfect harmony inside. Both Chinese and English taglines embrace such uniqueness wittily, in its own context.
香港 早要有品 (2011)
Client: am730
The free morning paper was one of the most competitive categories. This tagline was kicked off with a through-the-line campaign to differentiate the brand from other me-too rivals.
最近的海 最後的海 (2010)
Client: SHK Properties
Project: 瓏璽 Imperial Cullinan
Project: 瓏璽 Imperial Cullinan
More than a tagline, it’s a promise. As made by the developer to assure buyers of the most critical benefit of the property above all else.
不曾 不再 (2008)
Client: SHK Properties
Project: 天璽 The Cullinan
Project: 天璽 The Cullinan
Never before. Never after. Tone and manner as clear-cut as a perfect diamond. With only four Chinese characters, this well-crafted tagline as the platform successfully highlighted the rarity of property with an urge for action message subtly embedded.
唔好畀人早過你發達 (2000)
Client: E*TRADE
To follow through the controversial campaigns done in US for the brand, this tagline was created as the foundation for all street-wise advertising made afterwards. The one that crushed a Ferrari is still unforgettable among Hong Kong people.
一個好人 (1999)
Client: AETNA
This tagline successfully made the brand stand out from the super-generic life insurance service category. Had been in use for more than a decade.
看出一點真 看出可觀人生 (1994)
Client: Optical 88
This tagline was an essential element to show the world the power of emotional advertising. It was tailored to touch hearts of everyone born in Hong Kong. More than a winner of regional advertising awards, its unique monologue execution style was widely imitated by other brands in the decade that followed.
世事無絕對 只有真情趣 (1990)
Client: Hennessy VSOP
This tagline became a household phrase for the decade to follow. Imagine its power when the commercial was first launched. It didn’t just make a huge impact in various disciplines of the mass media, but it successfully disrupted the stereotypical advertising of cognac brands and broadened up the whole market.
Co-creation of an all-new brand/product for your business
Our most preferred mode of working with clients. With our impartial creative insights, we can see what the market wants yet the business owner might have overlooked. Through co-creation, we can come up with an all-new product in your category or an all-new brand in your existing portfolio. Either way it creates a higher chance to cut-through the clutter that gives an upper hand to beat out the competition.
Haute Couture Creative Strategy
A powerful branding campaign cannot be made without a solid creative platform.
A solid creative platform needs to be expressed in a strategically phrased tagline, with the brand uniqueness embedded. For it to work, it has to be simple to be memorable. It has to capture the brand essence without being wordy. It has to carry the correct tone and manner of the brand.
To be brutally honest, this seemingly abstract and insurmountable task can only be handled by experienced creatives with decades of copywriting training, who have created effective brand advertising for clients in various product or service categories.
A solid creative platform needs to be expressed in a strategically phrased tagline, with the brand uniqueness embedded. For it to work, it has to be simple to be memorable. It has to capture the brand essence without being wordy. It has to carry the correct tone and manner of the brand.
To be brutally honest, this seemingly abstract and insurmountable task can only be handled by experienced creatives with decades of copywriting training, who have created effective brand advertising for clients in various product or service categories.
First Class Creative Concept in relevant communication channels
Together we have won more than 450 creative awards in advertising. And we have been judges for major advertising creative awards in Asia, and speech-givers for countless talks, seminars, workshops for agency practitioners, senior clients and university students. Enough said?
Who we are
TONY WONG
Strategic Poet
“One of the world’s few advertising creatives who has co-founded a brand of lifestyle product - OR TEA?™, available at top-notch places in Europe, Brazil and Asia.”
- 1990 to 2001Won 200+ creative awards along his career from Copywriter to Creative Director. Agencies worked for include BBDO, Bozell, Ogilvy, DDB and The Ball Partnetrship.
- 2001Co-founded Chan, Tsang, Wong, Chu and Mee Advertising Firm.
- 2002Joined KITCHEN as Creative Partner to reposition it as the truly integrated Through-The-Line Agency.
- 2009KITCHEN was ranked 6th in Hong Kong’s Top 10 Digital Agencies by a poll conducted by MARKETING magazine.
- 2010Co-founded WHATEVER Branding Inc.
- 2010Co-founded OR TEA?™, a norm-breaking tea brand now available at top notch lifestyle concept stores, hip hotels, chic restaurants and cafes in Europe, Brazil and Asia.
- 2012WHATEVER Branding Inc. was judged as “The Next Big Thing” in Agency of The Year Awards.
- 2014OR TEA?™ was selected as the official tea served at Le Club VIP Lounge at Maison&Objet Asia 2014.
- 2014Co-founded YNOT?TONY®
KC TSANG
Poetic Strategist
“A writer. A university lecturer. A commercial director. A super trailwalker. A humble man. A breed of one.”
- 1987 to 2001Won 250+ creative awards along his career from Copywriter to Executive Creative Director. Agencies worked for include BBDO, Bozell and Ogilvy.
- 2001Co-founded Chan, Tsang, Wong, Chu and Mee Advertising Firm.
- 2009Started teaching copywriting and TV advertising at School of Design, The Hong Kong Polytechnic University.
- 2012Started directing TV commercials.
- 2014Co-founded YNOT?TONY®
We love to work with business owners.
Shall we talk?
Shall we talk?
Our works
Hong Kong is Singing
J-pop conquered Asia from mid-80’s to the entire 90’s. K-pop is taking the whole world by storm right now. Who’s next?
If we reckon that language is not a barrier but a magnetizing factor in this over-globalized era loaded with sameness, why don’t we give Cantopop a chance?
YNOT?TONY® is honoured to be a part of this pioneering movement, “Hong Kong is Singing”. It might become the next way out for Cantopop, or at best an innovative demonstration for various sectors of the city hitting historical low morale.
If we reckon that language is not a barrier but a magnetizing factor in this over-globalized era loaded with sameness, why don’t we give Cantopop a chance?
YNOT?TONY® is honoured to be a part of this pioneering movement, “Hong Kong is Singing”. It might become the next way out for Cantopop, or at best an innovative demonstration for various sectors of the city hitting historical low morale.
Hong Kong Legal Mediation Centre Co., Ltd.
Arbitration is the service offered by our client. It’s been in Hong Kong for years. The whole category is conservative and seldom advertises on mass media. Basically the whole category is non-existent in the minds of public for no one has a clue what Arbitration is, let alone the benefits of it.
YNOT?TONY® rebrands client’s brand, from naming and up, to make it the ultimate resolution provider, from conflicts between business owners, to apartment owners suffering from annoying water dripping issues made by the floor above, to divorcing couples who cannot agree on splitting of assets, and more. The brand rewrites the perception that law is made solely for the privileged few, and becomes a brand of justice.
YNOT?TONY® rebrands client’s brand, from naming and up, to make it the ultimate resolution provider, from conflicts between business owners, to apartment owners suffering from annoying water dripping issues made by the floor above, to divorcing couples who cannot agree on splitting of assets, and more. The brand rewrites the perception that law is made solely for the privileged few, and becomes a brand of justice.
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PR room
影像時代的“文字復興”：無論什麼媒體，打響品牌須從文字出發
前陣子一直在忙，為20分鐘而忙，只因答應了出席在香港會議展覽中心舉行的年度「數碼娛樂論壇」邀請，為從世界各地遠道而來的嘉賓，發表一段演說。大會主題是「超越跨媒體：揭示觀眾參與的沉浸式故事世界」，其他講者，均屬業界重量級人馬，分別來自美國、法國及韓國 ；有做遊戲的、有拍紀實片的、也有跟荷里活一級製作公司緊密合作的。隨著科技演進，他們涉獵的範疇都擴展至跨媒體或超媒體 (TransMedia)。
為免跟其他講者內容重疊，我選了一個在這影像主導時代備受嚴重忽略的元素——文字。
這也是我今天想講的 ——【文字復興】。
為免跟其他講者內容重疊，我選了一個在這影像主導時代備受嚴重忽略的元素——文字。
這也是我今天想講的 ——【文字復興】。
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YNOT?TONY® x 【三十九篇】在【方所】
一场雨
一个空间
一位广告人
一片散布角落的字
一群惜字如金的人
《三十九篇》首次与读者在广州方所
进行空间与文字的实验
一同#梦想文字可能#
一个空间
一位广告人
一片散布角落的字
一群惜字如金的人
《三十九篇》首次与读者在广州方所
进行空间与文字的实验
一同#梦想文字可能#
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