Women to Watch 2024: Ava Lee, Society

Ava Lee

Business director
Society
Hong Kong

Ava Lee has built a robust career in advertising over the past 13 years, driven by the belief that success stems from determination and a relentless will to achieve. She began her career at McCann and Ogilvy, working with iconic brands like Coca-Cola and Nike. Recognising an opportunity to bring fresh insights to Hong Kong’s creative landscape, Lee then became one of the founding members of Society, a newly established agency under IPG Mediabrands, in 2017. 

Within her first year, she led the agency to secure major international clients, including Pizza Hut and BMW. Her leadership has become integral to Society’s growth, earning the agency multiple accolades, including "The Best Newcomers" and "Integrated Agency of the Year" in Hong Kong.

Lee's tenure at Society coincides with the political unrest and Covid-related disruptions in Hong Kong. Lee adapted quickly; she implemented technological and automation improvements, shifting the agency's focus towards advisory services. This change not only helped secure new clients like Cathay Pacific, Klook, and Dettol but also positioned Society as a key player in creative business solutions.

Lee is also known for her innovative approach to media planning. Understanding the need to stay ahead of trends, she introduced customised training programmes for media planners, focusing on transitioning teams from traditional roles to a more consultative, strategy-driven approach. As a result, the agency increased its retainers-to-project ratio in 2023, demonstrating her ability to build long-term relationships and drive sustained business growth.

Lee’s leadership approach extends beyond commercial wins. She has been a committed advocate for creating a transparent, inclusive, and supportive agency culture. In 2022, when the managing director’s departure left the team uncertain about the agency’s future, Lee stepped up. She introduced initiatives such as monthly breakfast meetings, providing a relaxed environment for employees at all levels to collaborate, share ideas, and build stronger relationships. Additionally, team-building activities like a “Society Barista” were introduced, where employees took turns playing barista, inviting colleagues for casual, honest conversations. This initiative helped build genuine connections and fostered straightforward communication. She also reimagined “Summer Fridays”, offering employees more than just an early departure during the summer months. Rather, these Fridays serve as an opportunity for team bonding with activities, including community service projects, fun team events, and cultural experiences, such as a trip to the Society Taipei office. 

These efforts have created an environment where employees feel valued, leading to improvements in employee satisfaction, with the 2023 employee satisfaction survey showing a record-high inclusive index of 97. Notably, 100% of respondents felt they truly belonged to the agency, agreed their managers took the time to get to know them as individuals, and were willing to go the extra mile to help the team reach its goals. 

Her dedication to nurturing future talent is also evident in the “Changing the Society Internship Program”, which provides young professionals with mentorship and hands-on experience. Lee also launched the “Talents Exchange Program” to offer junior employees cross-market exposure, fostering skill development and cultural exchange across Society’s offices in Hong Kong and Taipei.

Lee’s focus on community engagement beyond Society has also garnered success, with the agency partnering with the InspiringHK Sports Foundation to sponsor their Well Dunk! programme—a youth-focused basketball initiative fostering teamwork, discipline, and healthy living. The programme has been successful in empowering underprivileged youth by providing basketball training and competition opportunities while promoting positive values such as leadership and community spirit. Additionally, Lee played a key role in driving sustainability campaigns such as Moneyback’s “Let’s Go Green” initiative, which reached 230,000 users and led to over 920,000 eco-friendly actions, reducing carbon emissions by 1.4 million kilograms—equivalent to the CO₂ absorbed by 63,000 trees in a year.

Under Lee’s leadership, Society has grown into a creative agency that excels not only in business but also in fostering a culture of collaboration, innovation, and social responsibility. Her ability to lead with empathy, commitment to inclusivity, and strategic vision make her a standout and certainly, a woman to watch.