Women to Watch Greater China 2024: Penny Chow, MBCS

Penny Chow

Managing director
MBCS, IPG Mediabrands
Hong Kong

Penny Chow's two-decade-long career in advertising and marcomms is marked by numerous remarkable achievements. As the business partner at Ogilvy, she played a pivotal role in driving substantial revenue growth, while her other professional milestones are dotted with prestigious industry awards—most notably the Coca-Cola Chok campaign at McCann during her tenure at the renowned 4As.

In 2017, seeking a greater challenge, Chow embarked on establishing a new agency, MBCS (Media Brands Content Studio). Within a year, she had not only built a team from the ground-up, but also secured major clients such as Nike, Coca-Cola, and BMW. Along the way, she also dominated local awards, clinching titles such "The Best Newcomer" and "Integrated Agency of the Year" in Hong Kong.

In 2021, she spearheaded the agency's expansion to Taiwan—a strategic move that formed a cross-border hub with the Hong Kong office. The milestone was followed by the successful launch of Coca-Cola's Bonaqua in both markets. For this, Chow and her team took home the Agency of the Year award at the Kam Fan Awards, and was shortlisted for Taiwan’s best Creative Agency of the Year in Campaign in 2023. 

She now focuses on actively driving the expansion of MBCS in the APAC region, and securing new clients outside of Hong Kong and Taiwan such as AS Watson's Moneyback.

Beyond her professional accomplishments, Chow is also recognised for her optimistic outlook, inclusive approach, and inspirational leadership. Guided by her direction, MBCS has transitioned to data-led storytelling, prioritising conversion-driven results and delivering a compelling return on investment to clients. With her robust background and expertise, Chow's potential for even greater success is still to be unlocked.