PRIVATE VIEW: KC Tsang is a director at CTWCM Advertising in Hong Kong

Langham Hotel: The strategy is simple and to the point. And it works.

It's always safe to use history to sell a hotel because consumers very rarely challenge the validity of the proposition. As long as people like nostalgia, they'll feel good about the hotel.

Tradelink: It is obvious that much work was given to the art direction.

Unfortunately, however, the end result is that it makes the images look fabricated. In addition, the copy could have been more personable. My final thought is that this campaign feels as though it came out in the 1970s.

O2: There's a lot of room for improvement in this campaign. For instance, the layout could be cleaner and the retouching could look more natural.

The copy is somewhat generic. However, it definitely looks better on the Mass Transit Railway, where the scuba diver seems to subtlely come to life behind the platform doors.

Allianz: I had to read the body copy in order to get the headlines of these print ads. It's not a good sign sign when that happens. This campaign is really not much different from the millions of 'different perspective makes a huge difference' advertising campaigns that we've seen in many places. The successful ones should let readers experience the difference instead of telling them what the difference is.

Wall's Ice-cream: I don't get this campaign. I think it lacks a strong and clear creative concept. In addtion, the tagline does not explain or add any value to the spots. It's a tough category to create ads for. But it seems that the client managed to exercise a great deal of influence on the executions.

1 Association of Women for Action and Research 
Project: Maid 
Client: The Association of Women for Action and Research 
Brief: promote respect and fairer treatment for Singapore's domestic 
helpers 
Agency: Saatchi & Saatchi 
Writer: Jagdish Ramakrishnan 
Art director: Simon Cox 
2 Langham Hotel 
Project: Langham Hotel 
Client: Langham Hotels International (Hong Kong) 
Brief: rebrand Great Eagle Hotels under the Langham name 
Agency: Ogilvy & Mather 
Creative directors: Simon Handford, Annie Wong 
Copywriters: Simon Handford, Florence Lai 
Art director: Ben Yeung 
3 Tradelink 
Project: Unleashing the power of e-commerce 
Client: Tradelink Electronic Commerce 
Brief: highlight the strengths of Tradelink as a premier e-transaction 
platform in Hong Kong 
Agency: Grey PR 
4 O2 
Project: Life Support 
Client: O2 
Brief: boost the brand image in Asia and launch two products: Xda and 
Xphone 
Agency: Ultra-asia 
Creative director: King Ho 
Copywriters: Darren Plested, Alistair Waddell 
Art director: King Ho 
5 Allianz 
Project: You 
Client: Allianz 
Brief: position Allianz as an insurance company which cares 
Agency: BBDO Germany 
6 Wall's Ice-cream 
Project: Mini Magnum Baby 
Client: Unilever China Walls Ice-cream 
Brief: bring consistency to the Wall's brand across China 
Agency: Nitro Advertising Shanghai 
Creative director: Chris Clarke 
Copywriters: Chris Clarke, Herbert Xue 
Art director: Jennifer Lau 
Production house: Hub Productions 
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