BMF opens first APAC office in Hong Kong to drive regional growth

Integrated creative marketing agency BMF has expanded its footprint in the Asia Pacific region with the opening of its first office in Hong Kong. The move is part of the agency's strategy to double its 2025 net revenue in the region and deepen relationships with key clients, including Marriott International, Rosewood Hotels & Resorts, and Japan Airlines.

Currently, BMF has a presence in New York (headquarters), Los Angeles, Miami and London. Winkie Wong, a seasoned luxury marketing executive with deep regional experience, will lead the Hong Kong office. Wong previously served as global vice president of Brand & Creative at DFS Group, an LVMH company, and as brand leader for Marriott International's premium brands in the region.

"Opening our Hong Kong office is a defining moment for BMF as we scale global operations to serve key clients and expand our work throughout the region," said Bruce Starr, chief executive and founding partner of BMF. "Our globally connected agency model allows us to deepen and grow relationships with APAC-based clients while also presenting new international growth opportunities for our regional clients."

Why Hong Kong?

In a conversation with Campaign Asia-Pacific, BMF addressed its decision to choose Hong Kong as its APAC hub despite regional competitors like Singapore and the Greater Bay Area (GBA).

"We chose Hong Kong because of its exceptional talent pool and strategic positioning. The city is home to a highly skilled, globally minded workforce with deep expertise in areas like luxury, hospitality, and marketing—critical to the work we do," Wong explained.

The agency is looking to tap into Hong Kong's "unique advantage" as a gateway to mainland China while maintaining strong regional and international connectivity. "Hong Kong provides proximity to key markets across APAC and opens the door to significant opportunities in Greater China and beyond. While hubs like Singapore and the GBA are rising, Hong Kong's rare combination of global perspective, regional access, and creative energy make it the ideal foundation for our growth in Asia," she added.

Despite the challenges Hong Kong's luxury industry has faced in recent years—due to the protests and Covid—BMF sees substantial room for growth.

"Hong Kong remains at the heart of the APAC region. It offers the benefits of a shared time zone and reduced travel times, making collaboration faster and more efficient," Starr told Campaign Asia-Pacific.

Wong added, "We're committed to being on the ground as the luxury sector regains momentum. Events like Art Basel have shown strong signs of resurgence, proving that consumer appetite and cultural capital remain high. With our expertise in hospitality and travel, we see significant opportunities as both inbound and outbound travel from Hong Kong continues to rebound. By investing now, we're positioning ourselves to support the next chapter of luxury in Hong Kong."

Expanding regional reach

The Hong Kong team will deliver BMF's full suite of integrated services, including strategy, digital, experiential, public relations, and social media. The agency's London office will continue to act as an international hub, ensuring alignment between BMF's U.S. headquarters and its APAC team.

BMF has a 15-year track record delivering projects for global brands across APAC, including campaigns like the Rosewood Hong Kong Fried Chicken Gala and ongoing PR work for Andaz Tokyo Toranomon Hills.

"I am thrilled to establish BMF's first office in the Asia-Pacific region and build a dynamic, world-class team in Hong Kong," Wong said. "I was drawn to BMF's culture and global network, which exemplifies a genuine model of global collaboration."

The agency is actively hiring for key Hong Kong-based roles to support its growing client roster and to scale its operations further.