Brothers Bjorn (left) and Chris Fjelddahl set up a strategic marketing company in Hong Kong - the place where regional decisions are made

A "personal affinity for marketing" transformed Norwegian Chris Fjelddahl's career in finance, after an opportunity to work with a large firm on the local McDonald's campaign came his way in Hong Kong. This was an invaluable stepping stone to setting up his highly successful strategic marketing company, Motiv8, in 1994.

"Hong Kong is the place where regional decisions are made for many multinational and Asian corporations. Singapore still competes but in our industry it is still considered a B-player," Mr Fjelddahl said from one of his two offices in the SAR. "Hong Kong is still the recognised regional hub, where most choose to operate Asian headquarters, and I spotted a niche in the marketing area: dealing with the top.

"Many marketing and advertising agencies are contracted by middle men, such as market strategists and corporate branding consultants, who help build the company's marketing strategy and hire graphic design houses, film production companies or whatever other creative service teams they need. They will be given a brief but never understand the client's philosophy that deeply.

"We handle it all. Through multi-tasking and dealing with CEOs, we make sure strategy is followed through every stage of production and that the client knows how projects are progressing."

Several well-known corporations have reacted positively to this approach, with contacts from a number of big names in Hong Kong, including Charles Schwab, Sunday, Symantec, Deli-France and The Samaritans.

Operation goes multi-lingual

Two years after Motiv8's launch, Mr Fjelddahl's brother, Bjorn joined him, running the company's specialist publication division - an area that has picked up contacts from more big names: Microsoft and Synovate. This operation is multi-lingual, with Synovate demanding newsletters in six languages, and Charles Schwab, which commissions some Chinese-language publications and direct marketing materials from Motiv8 for distribution in the US.

Both Fjelddahl brothers say that Hong Kong is an ideal base for more than its regional corporate hub value. "The staff that we have found here have been very well qualified, often with a global understanding of their field, as many have studied and worked overseas." says Bjorn.

"It's true that the standard of employee here is far higher than in other countries around the region," adds Chris. "And they are usually very committed, fast and efficient at their jobs."

Motiv8 is now a 20-person operation, with other research and media experts being hired when needed.

Having made deep inroads in strategic marketing in Hong Kong, the company has opened an office in Shanghai and is eyeing the huge potential of the Chinese mainland. "We are ideally placed in Hong Kong, with our team of experts and back-up professionals here," explained Chris. "Our Shanghai operation is small at the moment, as we can conduct much of the project work from Hong Kong, delivering final artwork electronically, which we also do - when possible - with overseas clients."

The Fjelddahl brothers expect that their mainland operations will undoubtedly increase but say that Hong Kong will remain their base.

Related link:
Motiv8 www.motiv8-online.com