NEWS & EVENTS

Our Department recently welcomed Mr. Adrian Tso, Chief Strategy Officer at BBDO Hong Kong (Omnicom Group), for a specialized guest lecture in the Campaign Planning and Management course. The session underscored the Department’s ongoing commitment to providing students with direct access to leading voices in the global communication sector.

Mr. Tso presented a lecture titled "Effin' (Effective) Market Research." He challenged students to navigate the contemporary landscape of data saturation and industry buzzwords by cultivating the ability to ask sharper, more precise questions. A central idea of his address was that strategic judgment required of communication professionals cannot be replaced by rigorous research. Instead, they need to coexist.

The lecture provided students with a practical framework for extracting transformative insights from raw data. Mr. Tso emphasized two critical methodologies for aspiring strategists: the pursuit of "fringe insights" and the formulation of actionable questions. He explained that strategists can uncover novel perspectives and identify critical knowledge gaps that traditional data collection might miss by engaging with individuals on the periphery of a target demographic. Furthermore, he reminded students that research holds true value only when its outcomes directly inform practical strategies and effective communication tactics.

The Department of Communication Studies always aims to connect undergraduate students with veterans in the communications industry so they can learn best practices in context, relevance, and with actionable strategic vision.