In Full Flow

Husband-and-wife team Simon Squibb and Helen Griffiths had little doubt about where to launch Fluid, their creative agency, in 2001. In early discussions, the couple had given some thought to London. “But once we had considered the business landscape in both places, the ease and affordability of starting a company in Hong Kong and developing a business network, we decided there was no other choice than Hong Kong as our base,” said Ms Griffiths, who was born in Hong Kong; her husband is from the United Kingdom. “We also saw a gap in the market for a creative agency that provided high-quality international-standard consultancy but from a local standpoint.”

Entrepreneurial Edge

Being a home-grown company that’s still growing and developing gives Fluid an edge, she says. “We are local entrepreneurs and businesspeople first and foremost, before being designers, developers, brand strategists and marketing experts.”

“Fluid is unique in that it delivers the goods that are on par, if not better, than some of the big players out there,” says Andrew Au, a former Fluid client, who joined as Managing Director in 2010. “Yet we have a local upbringing and understanding that they seldom do,” he said.

They say the city’s thriving business scene means plenty of opportunities are available for the industry. “Hong Kong is famous for its status as a global financial hub as well as a platform to break into new, emerging markets – namely, China,” Mr Au says. “As long as there exists a combination of talent, work ethic and passion, there will always be room for newcomers to the creative scene in Hong Kong.”

Since start-up, Fluid has grown to employ 30 staff and built an impressive client list that includes Credit Suisse, the Hong Kong Convention and Exhibition Centre, Invest HK, PCCW, DFS Group, ING, The Economist, The Wall Street Journal, AIA, Hong Kong Resort, Li & Fung and China Resources. In 2010, the company was named Best (Hong Kong) Creative Agency and Best (Hong Kong) Digital Agency, by Marketing Magazine.

Growth City

Ms Griffiths said Hong Kong has been instrumental in the company’s growth. “The fact that it’s just so easy to do business in Hong Kong has contributed hugely to our success,” she says. “There’s such an amazing can-do attitude and incredible work ethic that is unlike anywhere else, not to mention a real entrepreneurial spirit, which has been advantageous in many ways – from being able to work on fantastic start-up projects to companies happily working with and supporting us, even though we aren’t an international ‘big-four’ agency.”

Mr Au adds that Hong Kong’s low tax, strong legal infrastructure and concentration of multinational corporations provide a fertile environment for business and creative industries alike.

“Hong Kong is very amenable to entrepreneurs and creativity, which is always encouraging and needed in the creative space. There needs to be room for experimentation and occasionally error in order to grow. Hong Kong is the best place for that.”

Grand Plan

Management is eyeing expansion, with plans to open other offices in the region in the next year or so. “The grand view is just to get better and better at what we do, and to be a Hong Kong agency that succeeds on a global scale,” says Ms Griffiths. “A lot of our plans align closely with where our clients want and need us to be. We work with them as partners, not as suppliers, and will grow alongside them.”

Ms Griffiths is certain of where the business base will stay. “Hong Kong will always remain the company’s headquarters; you can’t beat the good rule of law, reasonable tax rates, plus the fact that Hong Kong has been so good to us, and is such a part of our identity.”

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