Frederico So, senior advisor at Destination Marketing of the Macao Government Tourism Office (MGTO), is a seasoned marketer with over two decades of experience in the industry. He has witnessed the transformation of Macau into a global tourist destination and understands what it takes to roll out successful marketing campaigns.
So believes that successful marketers are those who can empathize with their audience and address real-world needs and challenges. He emphasizes the importance of creating value for the audience and other stakeholders through entertaining features, creative advertising campaigns, or educational content marketing. Understanding the challenges faced by clients, suppliers, and stakeholders, as well as staying attuned to market demands, is crucial for effective marketing strategies.
One key aspect that So highlights is the importance of sustainability in today’s marketing landscape. He stresses the need to incorporate sustainability into strategies and campaigns to meet the expectations of the market. By embracing sustainability, marketers can inspire others to follow suit and create a positive impact on the environment.
In addition to focusing on clear communication and meeting expectations, So emphasizes the importance of building strong partnerships. He believes that choosing the right media partnerships can help leverage resources and produce content that resonates with the target audience. By collaborating with media brands like the South China Morning Post’s Morning Studio, marketers can create engaging content that drives key marketing messages effectively.
So’s own career trajectory reflects his belief in the importance of a marketing mindset. He started his career with the MGTO before Macau became a cosmopolitan city, and he has seen how marketing has played a crucial role in shaping the city’s image and offerings. Staying curious, keeping an open mind, and developing global perspectives are essential for marketers to succeed in today’s dynamic landscape.
Ultimately, So believes that success in marketing is a collaborative process. By creating value for partners and stakeholders, marketers can achieve mutual success and make a positive impact on the audience. By focusing on empathy, understanding, and clear communication, marketers can create meaningful campaigns that resonate with their target audience and drive success in the industry.