This means understanding the client's business and competition and being strategic and results oriented. "You can have a great idea, a crazy idea that gets attention. But what does it do for the brand? That's what you have consider," said Heung, who has been part of the Hong Kong advertising industry for more than a decade.
After graduating from City University with a business degree, majoring in marketing, Heung started out as a junior writer at FCB working on the Johnson & Johnson account.
He then went on to work for a series of agencies, including McCann-Erickson, Saatchi & Saatchi, DDB and DY&R, as he rose through the ranks.
He was most recently a creative consultant for a local Guangzhou-based agency, Jiuyi. Prior to that he was a creative director at J. Walter Thompson.
Heung is handling the Hutchison 3G brand at TBWA. Currently, he has a team of about four creatives although he envisions a bigger team once the product line is formally launched.
"Right now we are rolling out some branding campaigns with the aim of letting the market know that '3' is coming. What we are doing is building an image and creating an atmosphere," said Heung, who reports to TBWA Hong Kong chairman and executive creative director, Stephen Ward.
Heung, who has a number of awards to his name, including the Hong Kong 4As and China Times, is no stranger to working for big brands. In the late '90s, he was part of the team at DDB that developed a campaign that launched ParknShop's in-store wet market offering.