Colleen Yu, founder of the EX-R Consulting marketing agency, on helping brands create unique experiences, shaking up the marketing industry and her indomitable drive to help those less fortunate.

What path did your education take, and how did it impact your career?

I attended high school in the States, and went to Carnegie Mellon for university, where I ended up triple majoring in Marketing, IT and Japanese. I always wanted to be a marketer, specifically a marketing consultant, and IT was a big thing in those days, so it seemed like a wise choice. However, it was my Japanese education that ended up making the biggest impact on my life and career. It was because of this linguistic skill that I managed to find my first job in Japan after graduation. Even though my parents weren’t too keen, I moved there right after graduation and managed to find myself a job at KPMG as a management consultant.

What led you to start EX-R Consulting?

I started the company almost a decade ago when I was took a year off from Goldman Sachs to get married. It was during the Global Financial Crisis, and I thought it was a good time to take time off to plan my wedding and go on my honeymoon. I actually fell in love with event planning through that journey, and I already had some knowledge of hospitality from travelling a lot. I took the opportunity when my first client asked me to become a marketing consultant for a hotel chain in Hong Kong. That led me to start EX-R without any major planning.

Tell us more about your company.

Since I didn’t come from an agency or a brand background, I have a very different approach to marketing. I did major in marketing in university, and I had that common sense that came from my previous experiences at KPMG and Goldman Sachs. When I started taking on consulting jobs for my marketing clients, I did it with a very business-driven and strategic view. Many within the industry focus on content first, but I take a holistic view, thinking about what the objectives are, how we can grow a business, who the target audiences are… It’s a more textbook, theoretical approach.

What sets EX-R apart from its competitors?

I think the industry is quite fragmented, especially in Hong Kong. Many agencies here are quite small and only target a specific set of services, for example, media relations, advertising or media buy. I have a very integrated marketing solution approach. I look at something from every angle, and I don’t just come up with a creative concept, but also execute the project. I think this makes us stand out from other agencies. Moreover, we focus on content design and emphasise the experiential approach to help clients stand out – hence our name, EX-R. Many people think content is just the advertising campaign, but actually I see everything as content. Especially in today’s digital age, whether you put up a visual media display in your store or have a pop-up event, these are all content that can easily go viral.

What some common marketing mistakes you encounter?

I think there are two main problems that frustrate me today. The first is that many brands are headquartered abroad and have a smaller local team on-site, particularly in Hong Kong and especially within the luxury space that my company occupies. Often, because of corporate policy, local teams can only deliver plans that are in line with the overall brand strategy, whereas I feel if headquarters allowed them the independence to come up with initiatives that are more relevant to the local market while still remaining brand-relevant, they would be able to get much greater results. The second thing is the focus on media value and the emphasis on instant calculation of results. I think marketing isn’t really quantifiable, especially immediately, and people need to have a longer-term strategic approach.

Can you share three golden rules for marketing a brand or product?

Well, the first is to be very strategic and focused when targetting a specific market. Select your key demographics and don’t try to be greedy beyond that, or you risk losing the thrust of your message. Number two is ensuring every marketing effort remains relevant to the brand. Sometimes it’s easy to get distracted by what competitors do, or what is currently ‘hot’ in the market, I want my clients to be more forward-trending rather than following the trend. It’s difficult because it’s a more risk-taking approach. Finally, focus on content creation rather than the distribution channels. When you have strong content to begin with, the channels will follow, whether it’s an influencer who will become involved or media who want to cover you. If you’re not creative or strategic to from the start, it’s very difficult to engage them down the line.

Do you have any new projects that you’re excited for?

I have so many! With EX-R celebrating 10 years, I have a whole new vision for the next decade. One exciting plan is that we are expanding into music and artistic experiential campaigns. I have found partners that I can’t name just yet, and we will be working on more brand experiential programmes in the music and art space. These spheres go beyond just the luxury clients that I’ve been specialising in for the past 10-plus years, and they have a cross-cultural appeal. We’ve also recently completed a very exciting project at Beijing’s Forbidden City, which was an art exhibition for an artist we’ve partnered with for a while now. I never dreamt that I would be able to host an event at such a historic venue.

You’re also very involved in several charitable causes. Where does this love of giving back to the less fortunate stem from?

I think I grew up in a family that was very driven to give back to society. My dad was heavily involved with the Tung Wah Group of Hospitals and the Hospital Authority. A lot of my dear friends are also involved in this space, which also inspires me to do the same. While I love my job and my clients, I feel like, eventually, I want to take all these skills I’ve built over the years and help to market those worthy causes that really don’t get enough exposure in circles that matter because they don’t have the required marketing capabilities.

Is there any cause that’s very dear to you?

Yes, I’m very passionate about helping victims of human trafficking and rape across developing nations. I’m on the board of an organisation called Hagar International, which helps women and children who have been trafficked or violated in countries like Cambodia or Afghanistan, be it finding them housing, medication or employment or even providing counselling treatment and post-trauma care, all in the hopes that they can reintegrate back into society.

Another causes I’m involved with is Make-A-Wish Foundation, which helps gravely ill children fulfil their greatest wishes. I’m always in awe of these kids who are going through such a tough time, and yet are so brave. Oftentimes, their wishes aren’t even for themselves, but for those nearest to them, which is so touching and selfless. Finally, I’ve always been passionate about the arts. I grew up dancing, and I am now involved with the Hong Kong Ballet. My daughter loves ballet too, and it’s great to do something that she can participate in as well.

Tell us something people don’t know about you.

I’m a bit of an open book, so this is a hard one… I do have a secret dream to one day plan the Met Gala in New York though. Maybe one day…

Thank you.      

 

Interview by: Tenzing Thondup
Photo: Jack Law
Video: Kingsley Lau
Art direction and styling: San Wong
Makeup: Chelria Debard
Hair: Gary Sun from Hair@M
Wardrobe: Versace, Dolce & Gabbana, Lanvin, Sportmax, Salvatore Ferragamo, Manolo Blanhnik
Jewellery: Chopard