Marketing in the GBA – The Challenges and The Opportunities

Marketing in the GBA – The Challenges and The Opportunities

Supported by the Marketing & Communications Committee

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Duncan Bell, Senior Strategist, Havas Media
Elisa Harca, Co-founder & Asia CEO, Red Ant Asia

Tricia Weener, Global Head of Marketing, HSBC Commercial Banking & Global Banking and Markets
Wendy Alison Yung, Regional Head of Marketing, The Economist


Guy Parsonage, Partner & Leader, PwC’s Experience Centre


Join us for the next in our series of events focusing on the Greater Bay Area, this time digging deep into the impact of the more integrated region on the marketing industry. 6 months after the release of the Greater Bay Area plan, it is clear that there are significant challenges as well as opportunities for the marketing industry. In this initial stage of development, it is of the utmost importance for marketers and business leaders to be aware of trends to enable them to stay ahead of the curve.


This session will focus on some of the likely development trajectories for the region as well as the challenges and opportunities for businesses out there. Key discussion points that will be addressed are: 

- Challenges of marketing and brand positioning within the GBA
- Importance of understanding constantly evolving communication and media trends 
- Importance of understanding consumer behaviour and different cultural practices across the region, and how this can impact campaigns and messaging. How also to deal with three languages when creating GBA-wide campaigns
- Data privacy challenges – Hong Kong’s potential role as the trusted data centre for the region


About the speakers


Duncan Bell has over 11 years experience working in the agency world. Starting out as a TV buyer in London, his first big client was Estee Lauder, co-ordinating TV campaigns for brands such as DKNY and Michael Kors.
 Since then, he moved backed to his native Edinburgh for a while working on UK wide and international campaigns for both the UK & Scottish governments, Visit Scotland tourist board, Kipling handbags and the Glasgow 2014 Commonwealth games.

Duncan then made the move over to Hong Kong where he’s been working for the past 3 years both on local, APAC regional and international accounts including AXA, Emirates, LG, NBA, Swarovski, Microsoft and Peninsula Hotels.

As a strategist, Duncan’s passion is delivering consumer and category insights that can ensure clients are able to compete in a smarter, more successful way in order to deliver clear business results via their advertising.


Elisa Harca is the co-founder & Asia CEO of Red Ant Asia, which she established in Hong Kong and Shanghai over 7 years ago. Red Ant works with retailers to connect them via digital marketing to the modern Chinese consumer. Clients include: Lane Crawford, Mango, LUSH, Byredo, Balmain, Charlotte Tilbury, TRIWA, Giuseppe Zanotti, Botkier etc. Elisa is the Vice Chair of the British Chamber Retail Committee and a regular contributor to key industry publications. Entrepreneurial at heart, Elisa set-up a fashion company whilst living in New York called Styleaholics, uniting independent fashion designers with international female DJs.



Tricia Weener is Global Head of Marketing for HSBC Commercial Banking and Global Banking & Markets. Prior to HSBC, she founded and was CEO of Intelligent Marketing. Tricia started her career at BAe, before moving into a number of senior marketing roles, client and agency side, working in industry sectors including: retail, FS, drinks, FMCG, travel and sport. She graduated with a 1st class (Hons) degree in Business Studies prior to completing her professional Diploma in Marketing with the CIM.

Tricia is Chair of the British Chamber's Marketing and Communications Committee, Chair of the Marketing Society Asia, and a Sustainability Leader for the HSBC Group. She currently lives in Hong Kong, but spent much of her career in London and has also worked in Paris and the US.



Wendy Alison Yung is a seasoned digital marketer and events director with a penchant for all things tech-related. She is currently the Regional Head of Marketing at the Economist in Asia where she oversees marketing of their events business in APAC. Prior to that, she acted as the Executive Director of the Wireless Technology Industry Association, a not-for-profit organization dedicated to the development of wireless and mobile technologies in consumer and business markets in Hong Kong. She spent four years in Singapore leading content development and marketing of technology events including as tradeshows, large-scale conferences, and C-level seminars. Before working in Asia, she worked in the software development and media businesses in the United States.

She is the founder of Digital Marketers Alliance in Hong Kong and Singapore and co-founder of a boutique digital marketing training consultancy for startups called Kaptcher.

Wendy holds a B.A. in Asian Studies from University of California, Berkeley, an MBA from University of Manchester (Manchester Business School) and is currently finishing her dissertation for her Doctorate in Business Administration with the Swiss Business School.


About the moderator


Guy Parsonage is a partner and leader in PwC’s Experience Centre. He is a marketing industry veteran of over 17 years. Guy has a broad range of agency experience across Europe, Australia and Asia, and currently serves as Chair and Founding Member of The Marketing Society Asia.






  • Member: HK$ 300
  • Non-Member: HK$ 400
  • Y-Network Member: HK$ 200
  • Start-up Member: HK$ 200


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Terms & Conditions

  • Reservations in advance are required. Please consider your booking confirmed unless notified otherwise.
  • Cancellations must be made in writing 24 hours prior to the event. No shows will be charged.
  • This event is closed to the media.
  • The event will be cancelled if the No.8 Typhoon signal or the Black Rain Storm warning is in force.
  • By attending this event, you agree to be photographed and/or filmed and give permission to use your likeness in promotional and/or marketing materials.
  • For further information please email
  • Please make cheques payable to: "The British Chamber of Commerce in Hong Kong" & send it to Room 1201 Emperor Group Centre, 288 Hennessy Road, Hong Kong
8/7/2019 8:00 AM - 9:30 AM
China Standard Time
PwC Experience Centre, 19/F, East Town Building, 41 Lockhart Road, Wanchai
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