The rapid rise of digital marketing and emerging technologies—such as AI-generated video platforms, virtual models (Vmodel), and virtual influencers (Vtuber)—is reshaping the industry. Cultural trends are also evolving, from Generation X’s pragmatic values to Generation Z’s emphasis on diverse self-expression and #Generation Alpha’s tech-native identity. These shifts are not just challenges but opportunities for Hong Kong’s creative minds to break free from constraints and craft works that resonate both functionally and emotionally.
The story of Basil Cheung, a CUHK alumni, is a microcosm of the wave of creativity sweeping through the industry. Basil, named to the Dean’s Honours List for CUHK’s Master of Social Science in Advertising program, has built a career as a brand strategist after graduation. He worked with Hong Kong’s first virtual insurance company, edtech startups, and global unicorns like Uber and GoGoX to navigate their IPO journeys. Driven by the thought “follow your heart,” he transitioned through roles at five #startups, tailoring unique brand experiences for new ventures, social enterprises, and NGOs. His approach combines brand #storytelling, art and design, public relations, and #ESG initiatives to amplify social impact.
Last year, Basil returned to his alma mater as a guest lecturer to teach the Master of Advertising course at the CUHK School of Journalism and Communication, sharing his knowledge and experiences with the next generation. In this exclusive interview, he reflects on his career, creative philosophy, vision for the future, and the twists and turns of entrepreneurship.
Highlights: #brandmanagement #advertising #creativephilosophy
Read it now: https://innoport.cuhk.edu.hk/single-cubiczine-eng/basilcheung/
Watch video: https://youtu.be/dXI5e3t3oos?si=vqCJHxkLat0SJzhK
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