HKIM Individual Member ? Ms Canny Leung, BMA Entertainment Holdings Ltd. (EHKIM)

Interview: Ken Cheung, Alice Yan, Anthony Yee Text: Ken Cheung

Ms. Leung Chi Shan ("Canny"), Executive Director of BMA Entertainment Holdings Ltd., EHKIM, is a multi-talented artist: She has been a model, lyricist, TV program host and soap-opera actress. She is a true all-round artist and management officer. Now as a member of senior management of an entertainment group, she is giving many useful tips in the marketing of its group of artists through her extensive front-stage and back-stage experience.

However, her talents are not limited to these attributes. She has successfully introduced SCAA and TSW Pegasus as members of the All Star Sports Association. Their hardcore members are representatives of the Hong Kong Football Team who claimed their first gold medal in the East Asian Games. Balancing her stratospheric accomplishments, she maintains a grass-roots connection by running a local food stall in Hong Kong. Here in an exclusive interview she discusses her keys to success.

Starting from filming Miss Hong Kong

"The entertainment industry has enabled me to deal with the public and master the mentality and rhythm of the audience", said Canny.

"Marketing is a vivid art. It can be self-taught and is a lot of fun, " she says. Leung graduated from a prestigious secondary school, Belilios Public School, and later she was admitted to the Hong Kong Polytechnic University. During her university years, she produced promotional video clips for Miss Hong Kong, a title that was a dream of many young girls. She also took part in the popular soap opera titled "The Justice of Life", in which she acted as the girlfriend of Wong Chau Sang ("Anthony") and had many scenes with Chow Sing Chi ("Stephen"). Although the entertainment industry was full of excitement and fun and many of her friends enrolled in the Miss Hong Kong Pageant back then, she chose to continue her studies.

Don't turn an innocent girl into a wild cat

After graduation, she entered the fashion industry, in which she started as a trainee in the marketing department of Baleno and later joined the international brand Mexx, Asia Headquarters, as marketing manager. Currently, she is the manager of a group of multi-talented artists with varied styles and two football teams in the limelight, SCAA and TSW Pegasus.

She believes that there is a common thread in the marketing of fashion, artists and football teams: It is to work with and magnify their natural strengths to leave an impression on others. Do not force an innocent girl to be a wild cat. It will only be a Sisyphean exercise in futility to try, she says.

Message brought by Edison Chen

Scandals, if not handled properly, will have a far-reaching impact on the artist, said Leung. After the physical fight between Gary Chaw and Justin Lo, Gary departed from Hong Kong. "But," Leung explained, "we thought that Gary should immediately fly back to Hong Kong to explain himself to the public."

Providing some valuable insight into her management tactics, Leung observed, "In the last few situations, such as the cases of Edison Chen Kwoon Hei and Kelvin Kwan Cho Yiu, who dropped out right after making their statements, there was no interaction between them and the press. In the end they don't seem to have gained support from the public. Consequently, we would suggest that Gary listen to the press questions. He could then explain and clarify the matter so that the press would report it neutrally. As time passes by, he can gradually resume his work and get things back to normal," Leung said with insight. These are the kinds of efforts made by Leung and her team where they study the Dos and Don'ts of how other artists handle their scandals, turning challenges into opportunities.

Entertainment needs redefinition

Leung noted that, in the past, entertainment producers were almost the same as record producers. Yet, as the times have changed, we will need a new definition of "entertainment producers", she suggested, adding her belief that entertainment is no longer limited to sensual stimulation by songs, movies and TV. "Consumers may choose to do some reading, watch a football game, and taste all kinds of exotic cuisines during their leisure time. As a result, we have set up BMA Investment, manage football teams like SCAA and TSW Pegasus and run a local food stall in Hong Kong so as to offer a diversified and high-end living experience to our consumers," she explained.

Tremendous potential in the football business

It is widely known that Leung's husband is Steven Kit Sing Lo, a celebrity, chairman of BMA Investment and chairman of SCAA. Leung said that when her husband took over SCAA in 2006, SCAA was widely discredited despite their skills and image; moreover, the football industry in Hong Kong was in its doldrums. However, she felt that the football industry possesses tremendous potential. Leung thought that it would be challenging to turn around a football team that was at the edge of collapse.

Chan Siu Ki chose football over fire hose

At first, Leung had to change the past image of the team. Eventually, they came to be recognized by the internationally renowned brand Giorgio Armani. SCAA has become the fourth sponsorship football team after the England Football Club, Chelsea Football Club and Newcastle United Club. Recently, Man Pei Tak appeared in an advertisement for male beauty and toothpaste. These have enhanced the overall image of both the football team and football players.

Reviewing her players' progress, she recalled, "In the past, football players felt that a football career is precarious. In this regard, we began to rectify the state of mind of the players. For example, Chan Siu Ki, really wanted to apply for a fireman's position, and Lee Wai Lim was also worried about the prospects. But after our comprehensive training, Chan Siu Ki has become the marksman of the team and Lee Wai Lim's capability as Hong Kong Top Footballer is further recognized by the public. They have both resolved to pursue their career in the football industry."

Strength of a "horse" shows in a long journey

After the East Asian Games, the Hong Kong Team comprising hardcore members of SCAA and TSW Pegasus took down the Japan Team and won the very first gold medal, driving the football industry in Hong Kong to its climax,

attesting one of the exceptional insights of Leung and her husband.

The success is partly attributable to Yapp Hung Fai's magical penalty kick saving. Yapp Hung Fai, a member of TSW Pegasus, practices very hard and is one of the key footballers promoted by Leung. Just as expected, Leung picked the strongest "horse".

Football and entertainment awards

Leung began to take charge of the marketing and planning for SCAA in 2006. A year later, she was granted the "HKMA/TVB Awards for Marketing Excellence 2007 - Outstanding Young Marketing Professional" by the Hong Kong Management Association. In this 8th year with BMA Investment, she has been designated one of the "Top 100 Outstanding Female Entrepreneurs" by the China Association of Women Entrepreneurs to recognize her cotributions to the industry and society. Since last year, she has been one of the directors of Po Leung Kuk.

(HK Edition 02/25/2010 page4)