The Growth Conversation: AIA Hong Kong & Macau’s Rita Wong.
- Rita Wong’s journey and success show us what’s possible when businesses embrace teamwork, continuous learning, and diversity.
In the marketing world where the only constant is change, Rita Wong’s journey stands out as a testament to the power of curiosity, adaptability, and — most importantly — teamwork. Whether she is orchestrating the launch of virtual banks or steering legacy brands through modern transformation, she has built her career on one simple yet profound belief: “If we keep our minds open… we will find new breakthroughs.”
Customer Centricity
At the core of Wong’s marketing approach is a profound understanding of the customer. “The insurance industry is a very people-oriented business. We are building intimate relationships with our customers,” she explains. “Unlike transactional industries, insurance requires us to talk to our customers about their health, families, future plans, what they care about, and what keeps them up at night.”
When it comes to creating campaigns that connect with customers, Wong also emphasises the importance of data-driven insights and relying on tools such as brand and market research that measure impact objectively.
“These metrics help us understand how the brand is performing and where we can do better,” she says.
However, data alone isn’t comprehensive enough, which is why Wong also advocates for continuous dialogue with frontline staff who interact directly with clients. “They know their customers inside out and are always willing to share their insights. These conversations are invaluable; they help us to improve and learn every day,” she says.
Another cornerstone of Wong’s career is her adaptability and commitment to lifelong learning. Because, in her words, “even though I’ve been in marketing and communications for years, there’s always something new to learn. I’m naturally curious, and I make it a point to equip myself with the knowledge I need to stay relevant.”
Indeed, this mindset has helped Wong successfully navigate significant professional milestones and transitions. “Acknowledging what I don’t know has helped me to embrace new opportunities,” she shares. “It was never about having a fixed plan — it’s about being curious, leaning into change, and staying open-minded.”
This is an approach she encourages other marketers to adopt, because while “change can be scary, life becomes more enjoyable when you’re willing to learn and adapt.”
Team Diversity
For Wong, innovation in marketing is important, and very much a team effort. And while challenges are inevitable, the results are well worth it. “Bringing people together to align with a shared vision takes effort. But when you have the right people, the impact can be extraordinary.”
Furthermore, she believes that a major driver of her team’s success is its diversity. “We have one of the best teams I could ask for,” she says. “Our team is diverse — not just in age, but in life experiences and perspectives. Yet everyone comes together with a shared purpose of making a difference. That’s what makes teamwork impactful and enjoyable.”
Wong again emphasises that staying customer-centric and true to a collective purpose brings results. And the key to a collaborative and innovative environment is maintaining open-mindedness and empathy.
“As long as we stay open-minded, we can create new chemistry”, she says.
Navigating Change
As the marketing landscape continues to evolve, Wong offers a valuable roadmap for not just surviving those evolutions, but thriving through them. By integrating customer insights, fostering a culture of curiosity, and leveraging team diversity, marketers can not only keep pace with change, they can lead it with campaigns that connect on a deeper level with their audiences.
For Wong, the future of marketing should be a thoughtful balance of data, empathy, adaptability and purpose: “Marketing is about more than selling a product — it’s about connecting with people and making a difference in their lives.”
Illustration: David Despau