KC Tsang

Associate Professor of Practice, Senior Teaching Fellow

Program Leader

V502c
+852 2766 5439
sdkc@polyu.edu.hk
Expertise: Copywriting, TV advertising

Biography

Before starting his academic career in September 2009, KC has been a veteran creative director in HK advertising industry for 22 years.

Amongst his 250+ international and local awards, he won for Hong Kong in 1996 the first regional best-of-the-best creative award in Asian Advertising Award. Since then, KC has often been invited to sit on juries at respected award shows around the world. In 2001, he pioneered the first 100% creative run advertising agency in HK, contributing significantly to the bloom of independent agencies in Hong Kong.

KC teaches Storytelling, Copywriting, TV Advertising and Production, Professional Practice as well as supervises Capstone projects. He is the co-author of two books:《十個廣告九個醜》and《我地廣告》.

Education and Academic Qualifications

Master of Business Administration, Hong Kong Baptist University (1997)
Bachelor of Social Science (Hons.) in Journalism & Communication, The Chinese University of Hong Kong (1986)

Teaching Area

Storytelling
Copywriting
TV Advertising
TVC Production
Professional Practice
Capstone Project

Community Services

External Examiner, Technological and Higher Education Institute of Hong Kong, 1 September 2020 – now

Member, CreateSmart Initiative Vetting Committee, CreateHK, Secretary for Commerce and Economic Development, 2015–2021

Member, Advisory Committee, “I AM…” Hang Seng – St. James’ Settlement Youth Portal, 2018–now

Projects

“A real-life working setting to help design students learn to learn”, Teaching Development Grants (TDG) 2019-22, HK$323,000, funded. Principal Investigator: KC Tsang. Co-investigator: Henry Ma, Yiu Man To.

“Re-imagining the Post-colonial Hong Kong: drafting a critical Hong Kong Advertising History of the 1990s”, Departmental General Research Funds 2012 and 2013, HK$99,680 and HK$92,400, funded. Principal Investigator: KC Tsang. Co-investigator: Jackie Kwok.

“Online Advertising Practitioners’ Implicit Theories”, Competitive Research Grants for Newly Recruited Junior Academic Staff 2011, HK$166,200, funded. Principal Investigator: KC Tsang. Co-investigator: Alan Kan, Louisa Ha.

“Nurturing creativity for advertising students in solving advertising problems - an innovative approach of blended learning and teaching”, Teaching Development Grants (TDG) 2010-13, HK$119,700, funded. Principal Investigator: KC Tsang. Co-investigator: Stefan Sonntag, Alan Kan.

曾錦程，劉昆祐(2017). 我地廣告. 香港：中華書局。

曾錦程，陳大仁 (2000). 十個廣告九個醜. 香港：一本堂。