The Innovator 25:

Tony Chow

Regional Director for Creative & Content Marketing

Marriott International
Hong Kong

“Spend time to listen more and interrupt less”

An experienced producer across film, TV and digital media, Tony Chow joined Marriott in 2015 to turn the hotel giant into the ‘Red Bull of hospitality’. So far, those efforts appear to be paying off. Chow produced Marriott's famous branded video Two Bellmen 3 — an entertaining and engaging content initiative — and has also focused on using content and storytelling to shift Marriott towards a brand publishing mentality that builds lasting relationships with consumers.

How do you define innovation?
Innovation is doing things differently.

Most innovative PR/comms campaign you’ve seen in the last 12 months?
SKII market takeover.

What brands and/or agencies are most innovative when it comes to marketing/PR?
Nike

Describe a moment in your career that you would consider ‘innovative.’
Taking risks and always a pioneer in what I do with my career. Like creating new ways of TV commercials and creative services instead of being boxed in with a one shoe fits all model. Launching boutique, curated creative services to bring new and higher quality creative works to clients.

In what area of marketing/PR do you see the most innovation?
Content & creative

How would you describe the communications/PR industry’s level of innovation?
Lagging other marketing disciplines.

Where do you see the greatest opportunity for marketing & PR to become more innovative?
Content & creative

Who most influences how innovative a brand’s marketing/PR is?
CMO

Who is your mentor and why?
I am my own mentor. Constantly improving and benchmark myself against my own development

How do you find inspiration?
Inspiration comes from simple day to day observation, social listening on social media.

What is your advice for people seeking to bring new ideas and ways of doing things to their organizations?
Spend time to listen more and interrupt less.

In your opinion, what’s the most innovative place in the world?
Amsterdam

What’s your favorite time of day and why?
1pm - when I am most alert.