Frankie was born in the late 70’s, and witnessed the world transforming rapidly from analogue to digital. He has always been having an identity crisis of whether he belongs to the Gen-X or the Gen-Y. He then went to study philosophy at the University of Hong Kong, hoping to find the answer. Sadly it didn’t help, his identity crisis only became worse. However the worst is yet to come. He started his career as a Copywriter in 2000, since then he has worked in big international agencies like Grey, DDB, Saatchi & Saatchi, Publicis and BBDO, as well as local boutique agencies. His clients vary from multi-billion entrepreneurs such as Mars, Mattel, McDonald’s, Unilever, Nestlé, Marriott, Mercedes-Benz, Volkswagen and AXA, to local small businesses. During these years he has walked through the marketing 1.0, 2.0 and 3.0, from looking for USP to digging for CSV. It has been utterly confusing. “You have to go through the worst, to get to the best.” “Change” is only thing that is permanent, especially in a highly digital world. So Frankie changed his way of seeing marketing. Instead of clinging to the world of traditional marketing, he leaped and delved into the realm of digital marketing – he invested effort and time to be formally trained in this domain and earned himself a Professional Diploma in Digital Marketing, with extensive knowledge in SEO, SEM, Mobile, Digital Display and Social Media Marketing. Also as a Master graduate in Buddhist Studies, he embraces the Buddhist teaching of the middle way – that we can optimize the marketing goals by taking a route between Traditional and Digital Marketing, which he calls “Tradigital Marketing”. Frankie is now Creative Strategist at Facebook.