Apparently, the city has a soft side. It's seldom seen, but the recession is giving us a rare glimpse of it. Taking its cue from the Kevin Spacey tear-jerker Pay it Forward, agencies and marketers are banding together in this troubled time to roll out the local version. In the movie, a 12-year-old boy does a good deed for three people and in return asks them to repeat the favour to three others.
The local version, called Pass it On, is looking to strengthen - and in other cases mend - client agency relationships. Both sides are being urged to do something "unusually nice at a time when the industry faces "a growing phenomenon of deteriorating working relationships".
The one-month campaign is supported by the Hong Kong 4As and 2As, which kick-started the effort with consecutive notes to Media's letter's page.
In this issue, 2As chairman Anthony Lau talks about the deep gratitude advertisers have for their agency partners.
So if you hear of anyone in the industry doing a good deed (as opposed to sending a fat cheque in the mail) email wada@vol.net with details.
While there are no prizes for being nice, unusual deeds will be publicised at www.passitonhk.com site (going live next month).
