Benjamin Li
Jun 21, 2013

Leo Burnett HK creative head Miranda Shing launches The Right Side

HONG KONG - Miranda Shing, former deputy executive creative director of Leo Burnett Hong Kong, has cofounded a new startup creative agency, The Right Side, with heavyweight industry heads as her partners.

Miranda Shing
Miranda Shing

Shing, who has mainly worked at 4A agencies, including Leo Burnett Hong Kong for 12 years and a year-long stint with Ogilvy Asia Pacific, is one of the very few art-based senior creative talents in Hong Kong.

She told Campaign Asia-Pacific the new agency has four key partners, including herself as creative partner; Shih Wing-ching, founder of Centraline Property; KK Tsang, former GroupM Hong Kong chief executive; and KC Tsang, a design guru and professor at Hong Kong Polytechnic University, who will act as a consultant. She said the agency is still hiring, especially for creative talents.

Shing said the new agency has two key visions: profit sharing not only between the partners, but all employees, and as a socially conscious agency, they would do two to three pro bono projects for NGOs each year.

The agency has some clients on board already, but preferred to keep them confidential, she said.

While the Right Side is a creative-focused agency, its sister agency The Bread Digital, which is owned by KK Tsang, would provide both above-the-line and digital advertising solutions to clients.

Shing added that she and her business director Kennie Chung will add a more feminine dimension to the new agency. “It is an increasing trend that women, whether wives and girlfriends, are holding the final decision-making power, not just for normal household goods, but also for big spending items such as properties and cars,” Shing said.

Shing and Chung have extensive experience in handling woman’s products from mass to niche segments, including for clients such as Rejoice, Max Factor, Just Gold, SKII and Wyeth Milk Formula.

Meanwhile, Lilian Leong, MD of Leo Burnett Hong Kong confirmed that it has hired Li Chi Tak from independent agency Metta as their new head of art. 

For more on the rise of startups in the region, see 'independence movement', in which a number of ex-4A agency professionals who have founded their own independent agencies, talk about the pros and cons of being their own bosses.

Campaign Asia

Related Articles

Just Published

2 days ago

Asia-Pacific Power List 2024: Edward Bell, Cathay ...

Soaring to new heights, Bell has navigated the turbulence of the past year with finesse. With a return to profits and brand awareness scores climbing by 16%, the airline's ascent is undeniable.

2 days ago

Fresh colours, new fonts: Inside Crunchyroll's rebrand

Merging classic with contemporary, the anime streaming service brings the focus on the fun and joy of anime with new visual assets.

2 days ago

Tech On Me: What Disney's leak tells us about ...

This week, we cover the hack on Disney's internal communications, how a loophole in TikTok is putting minors at risk, and how workers suffer during Amazon's Prime Day among other tech headlines in the region.

2 days ago

Arthur Sadoun on defying doubters, Q2 revenue ...

Publicis CEO talks to Campaign at Q2 results.