Onicek He 贺欣浩

Chairman, ROI Festival Foundation | Dual DBA (HKU & CEIBS) | Researcher on Giving, Nonprofit Governance, Creative Strategy

[Onicek He 贺欣浩 @OnicekHe]

The future of marketing is being rewritten.
This October, ROI Festival 2026 returns to Shanghai at Fudan University School of Management.
Join us as we explore the future of creativity, AI, and long-term value.
See you on October 20–21.
#ROIFestival #AI #Marketing #Creativity #LongTermism

[Onicek He 贺欣浩 @OnicekHe]

On March 27, my new book Brand: The Power of Time will officially launch at The St. Regis Shanghai Jingan. This is not simply a collection of cases, but a systematic review of the TOP100 works from past ROI Festival editions — our formal response to a fundamental question: how can a brand become a true time asset?

In an era where traffic dividends are fading and AI is reshaping the structure of business, we are redefining the value of creativity. It is no longer about a single campaign spike, but about capabilities that can be accumulated, replicated, and validated over time. My deepest respect goes to all the outstanding brands and partners featured in this book — your work represents some of the most authentic examples of long-term brand building in China.

More importantly, this year ROI Festival will fully upgrade its evaluation framework, placing “Long-termism in the AI Era” at the center of our direction. We will not only recognize short-term achievements, but also the long-term capabilities that sustain success. On the same day, the newly elected Board of Directors will make its first public appearance following our triennial transition — marking a structural renewal, a new leadership team, and a new strategic chapter.

This is not just a book launch. It is a moment of strategic confirmation.

I look forward to seeing many of you there and witnessing the beginning of a new phase together.

[Onicek He 贺欣浩 @OnicekHe]

#HappyNewYear2026 . Today is the first day of the New Year. There's a Chinese saying that says, 'The beginning is the hardest in everything.' We hope that the blessings you receive today will make the next 365 days easier, bringing you good luck. Congratulations to my friends!@roifestival

[Onicek He 贺欣浩 @OnicekHe]

Today marks the graduation ceremony of the inaugural CEIBS DBA — Doctor of Business Administration — cohort.
I’m deeply grateful to my two supervisors, Professor Ke and Professor Che, for their guidance over the past four years, and to my family, professors, and friends for their constant support along the way.
Each graduate was invited to leave a short message.
Mine was: “Return to truth, illuminate without dazzling.”
It captures everything I feel at this moment.
CEIBS has been a long journey for me — EMBA in 2015, FOP in 2018, and now my third program.
During this period, I also completed my fifth book, Becoming a DBA: The Academic Path for Entrepreneurs, and I’m especially thankful to Dean Wang for writing the preface despite his busy schedule.
Our inaugural DBA cohort achieved an 89% graduation rate — no small feat — thanks to the school’s tremendous resources and commitment.
My sincere appreciation to the CEIBS leadership team and the DBA Program Office.
Looking forward to seeing the CEIBS DBA program grow even stronger in the years ahead.

[Onicek He 贺欣浩 @OnicekHe]

ROI Festival Foundation Donates “Case Discussion Room” to Fudan University School of Management
Celebrating five years of academic partnership and advancing creative education.

This year marks the 40th anniversary of the reestablishment of Fudan University School of Management. During the “Eternal Imprints” unveiling ceremony, the ROI Festival Foundation was honored to be invited as one of the major donors. On behalf of all members of the Foundation’s Council, we officially donated and established the “ROI Festival Foundation Case Discussion Room”, as a gesture of gratitude for the School’s long-term collaboration and support.

Since 2019, Fudan School of Management and ROI Festival have jointly organized the ROI Festival Case Week, a public-interest academic initiative bringing together marketing scholars and industry leaders from China and around the world. Through real-world case studies and teaching collaborations, this series has enriched classroom learning and inspired thousands of students.

Over the past five years, the program has engaged leading scholars from across the globe, benefiting over 300 universities and 1,000 professors. The faculty of Fudan’s Department of Marketing have been central to this effort, providing steadfast academic guidance and passion that have helped creative education take root and flourish in the academic community.

The new Case Discussion Room stands as a symbol of trust, shared vision, and the belief in creativity as education’s driving force. We hope it will offer students a more inspiring and interactive learning space for years to come.

We extend our heartfelt gratitude to all partners and supporters who have accompanied ROI Festival on this journey. In an era when fundraising for foundations has become more challenging than ever, we remain committed to doing more for creative education — and we sincerely invite more friends to join us in this mission to empower learning through creativity.

[Onicek He 贺欣浩 @OnicekHe]

An amazing chapter! Thank you everyone. Let’s strive to do better each year, expand our influence with renewed drive in the age of AI, and work hard to achieve our goals. I believe our future will be even brighter.

[Onicek He 贺欣浩 @OnicekHe]

I was truly honored to serve as the introducer for Professor William Nordhaus, recipient of the 2018 Nobel Prize in Economics.

During my doctoral studies, I read his book The Climate Casino and was deeply impressed by the DICE model he developed, which builds upon the Solow growth model. For the first time in history, it allowed the complex global risks of climate change to be clearly quantified — laying the theoretical foundation for the Paris Agreement, global carbon pricing mechanisms, and today’s ESG investment principles. In fact, China’s “carbon peaking and carbon neutrality” goals, announced in 2020, can also be traced back to this intellectual influence.

Professor Nordhaus once said something I particularly appreciate:

“If we don’t put a price on carbon, we will never solve the climate problem.”

This is not only a call to governments, but also an inspiration for businesses — that true long-term competitiveness comes from finding a sustainable balance between environmental costs and business value. I have incorporated this philosophy into my own work at the ROI Festival, establishing ESG award categories, and into my business school teaching, where I share benchmark ESG cases with MBA and EMBA students.

As a token of appreciation, I brought him a traditional Chinese paper-cut featuring the character “福” (fú). While often translated as lucky, that is not accurate in Chinese. Fú is not mere luck — it is a form of good fortune earned through many kind, right, and valuable actions in the past. It is certain, it accumulates, and good fortune is perhaps a closer meaning. This gift was my way of thanking Professor Nordhaus for his outstanding contributions to humanity. With such contributions, I believe he truly has fú and will enjoy a long, healthy, and wise life. I also hope he will continue to share this fúqi with the world, and that he will visit China more often — where we will show him, in action, that he is indeed a man of great fú.

At 84 years of age, Professor Nordhaus happily stood for a full 90 minutes during his lecture, sharing his thoughts on AI as a potential singularity for human work — its potential to improve efficiency across professions and to raise the growth rate of human productivity. I asked whether he thought AI would lead to shorter working hours and more leisure for people, or instead exacerbate inequality by enabling those who master AI to gain more resources at the expense of those who do not. He reflected carefully and replied: “I don’t know — this is not an AI question, it’s a question of how humanity governs the future. Both outcomes are possible.”

He was humble and personable, telling me he keeps fit through skiing and swimming, enjoys Chinese food (including spicy dishes), and has visited many cities in China. I wish him good health and longevity, and I look forward to welcoming him to China again in the future.

[Onicek He 贺欣浩 @OnicekHe]

It’s been almost a week since I arrived in New Haven. After overcoming jet lag, I’ve had the privilege of immersing myself in a series of inspiring lectures by leading Yale scholars—covering topics ranging from international relations, art history, and medicine to philosophy, history, and economics. These humanistic perspectives have offered me tremendous insight.
I also had the opportunity to share the development journey of the ROI Festival and reflect on how we manage our foundation in practice. A rare and meaningful experience, both intellectually and personally.

[Onicek He 贺欣浩 @OnicekHe]

Morning

[Onicek He 贺欣浩 @OnicekHe]

Thank you, Greater Bay Area – Guangzhou Chapter! 🌟
Grateful to all judges, members, and supporting partners:
Fanta Island Network · P&G · H&H Group · WALOVI · Chimelong Safari Park · Donson Group · Moli Group · i2mago Marketing · Sun Yat-sen University.
✨ Save the date!
Join us at the ROI Festival 2024 in Shanghai.🗓️ Oct 15-17
⏰ Submit entries by July 15

[Onicek He 贺欣浩 @OnicekHe]

🎉 The ROI Festival East China Fireside Gathering was a tremendous success! Heartfelt thanks to all our long-time and new judges, as well as our special guests.

We were honored to be joined by leaders from SHUJIAN Consulting, Zeekr, Logitech, a2 Milk, Haoxiangni Health Foods, Domino’s Pizza China, Beiersdorf Group, Amazon China, Starbucks China, Ting Hsin International Group (Convenience & F&B Division), SAIC Motor Passenger Vehicle, Wens Advertising, and Tsingtao Brewery.

Together, we gathered to advance creativity in China and empower the next generation through innovation and academic exchange.

🌟 The theme of the discussion:
“Redefining Awards: Industry Coordinates and Social Responsibility in the Age of AI”
— Using ROI Festival as a case study to explore the new mission of creative awards.

In an era driven by AI and data, creative awards — once regarded as the highest honors in the industry — must also evolve. As Asia’s largest creative award platform, ROI Festival has stood at the forefront for 17 years. Today, we’re not just awarding excellence — we’re also asking:
“What kind of awards does the industry need in the AI age?”

We shared our current initiatives and invited deep reflection from five perspectives:
1.Trend Leadership: How can awards foresee the future, not just reflect the past?
https://t.co/m8nkxgKOtg Integration: How do we evaluate real engagement with AI and emerging tech?
https://t.co/ztOHNoIv5C Responsibility: Can creativity become a force for solving societal problems?
4.Youth & Impact: How can awards support young talent, nonprofits, and marginalized creators?
5.Academic Co-creation: Can we build a shared, lasting knowledge system for the industry?

At ROI Festival, our mission is not just to honor excellence, but to define what deserves to be seen.

✨ Stay tuned for this year’s outstanding works. Our South China Fireside Gathering will take place in Guangzhou on June 13. Call for entries is open until July 15 — let’s shape the future together!

#ROIFestival #Creativity #AIandSociety #AwardsThatMatter #ChinaCreativeScene #FiresideDialogues #IndustryFuture #CallForEntries2025

[Onicek He 贺欣浩 @OnicekHe]

Last night, I had the great honor of becoming one of the first graduates of the inaugural CEIBS DBA program — proudly adding a second doctoral degree in management to my academic journey.

Some say one doctorate is enough. Others say two is too many. I say… when it’s about turning ideas into impact, one more can’t hurt!

Huge thanks to my two incredible advisors, Professor Jia Hua Che and Professor Shaowei Ke — both giants in economics — for guiding me patiently through the past four years. My dissertation, “Discount Contracts in the Creative Industry,” is an academic extension of my earlier doctoral research at the joint program between Peking University Guanghua and The University of Hong Kong. This time, I wanted to tackle inefficiencies in how creative work is structured and paid — yes, even contracts can be a source of creativity!

Special appreciation to CEIBS Dean Wang and Professor Xin, our DBA Program Director (a.k.a. the one who made sure we never gave up halfway), and to the amazing CEIBS program team for keeping everything running smoothly behind the scenes.

To everyone who’s been part of this journey — thank you. Onward, with curiosity and purpose.

[Onicek He 贺欣浩 @OnicekHe]

Today I taught at Fudan University’s School of Management. This was my second year delivering the “Marketing Strategy: Objectives and Outcomes” course to CMOs, where I use economic theories to explain marketing challenges. By combining theory, real-world cases, and group-based simulation games, I aimed to help everyone better understand the importance of internal goal alignment and how to reduce information friction within organizations.

One student from the consulting industry shared a comment at the end of the morning session that made me smile. He said a good professor should help the class achieve the “three no’s”: no sleeping, no bathroom breaks, and no phone scrolling—and apparently, he managed all three. I’m thankful for such kind words, and I’ll keep reflecting, iterating, and improving.

Many students commented that the course felt too short and they were left wanting more—some even hoped it could be extended into a two-day format. Objectively speaking, I’ve come to realize that many of us, especially in our 40s and 50s, enter what I call a Reflective Phase—a time when teaching is no longer just about knowledge delivery. If we merely repeat what we already know, the excitement fades. But when we teach what we’re currently exploring and genuinely curious about, the joy is much greater—for both teacher and students.

That’s why course design matters deeply. It’s not just about inspiring students—it’s about inspiring ourselves. This is true co-creation. Toward the end of today’s class, I also shared one of my ongoing interests: inefficiencies in post-collaboration behavior, such as accounts receivable issues in the advertising services industry. When I was in Hong Kong recently, I also discussed my views on short-form online dramas, web novels, and livestream content. The students were truly engaged—and that energy is contagious for the teacher as well.

So, if course design is simply about perfecting our slides, refining our language, and delivering polished knowledge, hoping students will absorb it all—that no longer makes sense in today’s environment. Going forward, I want to keep developing themes that genuinely energize me. Not just well-structured content, but fresh ideas and creative sparks that we can discover and explore together.

Big thanks again to the leadership at Fudan SOM for your continued trust. Let’s keep learning and growing—together.

[Onicek He 贺欣浩 @OnicekHe]

Guest Lecture at CUHK Business School EMBA: A 16-Year Journey
Today, I had the pleasure of lecturing at the CUHK Business School EMBA program on cutting-edge marketing trends, AI-driven practices, high-efficiency strategies in the marketing industry, and benchmark cases from the ROI Festival. The students were highly engaged, with lively discussions and an interactive atmosphere throughout the session. My sincere thanks to Professor Gao Leilei for the invitation.

CUHK holds a special place in my career—it was the first university where I taught in Hong Kong. Digging up old Weibo posts from 2009 reminded me of my early days lecturing at the School of Journalism and Communication. Back then, the hillside where the Business School’s modern building now stands was still empty. Sixteen years have passed in the blink of an eye…

[Onicek He 贺欣浩 @OnicekHe]

Visiting Old Friends in Hong Kong’s Advertising Industry

It was a pleasure to visit Onie Chu, Secretary-General of HK4A (Hong Kong Advertising Agencies Association), and Alexis Chiu, current Chairman of HK4A and CEO of Publicis Groupe Hong Kong. I truly appreciate the continuous participation of their member agencies in ROI Festival every year.

With the arrival of the AI era, Hong Kong’s advertising industry is actively transforming, embracing new opportunities and challenges. As a long-standing partner and close friend of ROI Festival, HK4A has played a crucial role in driving industry innovation. Meanwhile, Publicis Groupe Hong Kong, the city’s largest advertising group with over 400 professionals, continues to serve world-renowned clients such as Cathay Pacific and HSBC, shaping the future of marketing.

Next month, the Kam Fan Awards, Hong Kong’s biggest annual advertising event, will take place. I still remember my first time attending the event in 2003, and now, two decades have passed in the blink of an eye. I encourage everyone to support Hong Kong’s advertising industry and the Kam Fan Awards, celebrating creative excellence together.

At the same time, we are thrilled by the growing anticipation for the official launch of this year’s ROI Festival on March 27 in Beijing. The industry is particularly excited about our strategic investment in AI, and we are fully committed to exceeding expectations. Thank you all for your continued support—we won’t let you down! 🙌🚀

#HK4A #KamFanAwards #PublicisGroupe #ROI #AI #AdvertisingInnovation #CreativeExcellence #MarketingTransformation

[Onicek He 贺欣浩 @OnicekHe]

Today is the last working day of the ROI Festival before the Chinese New Year. We’d like to express our gratitude to all of our colleagues for their hard work over the past year, and to all ROI Festival Members, Judges, and partners for your continuous support. As we move into the new year, we’ll keep striving forward. Wishing everyone a Happy New Year!

We’ll resume work on February 5, and begin the countdown to our new ROI Festival, which will take place on March 26–27 at the Beijing Hong Kong Jockey Club Clubhouse!

[Onicek He 贺欣浩 @OnicekHe]

As 2024 comes to a close, let's take a moment to be grateful for the life we have and the joyful company of our families and friends. We are fortunate to be far from many regions around the world that are still affected by war and poverty. This Christmas Eve, I hope all my friends can spread hope, love, and peace to everyone around you. Sincerely, I wish every friend I have met here a Merry Christmas and happiness for their families.

[Onicek He 贺欣浩 @OnicekHe]

The 5th ROIFestival Case Week will be held this afternoon at the School of Management, Fudan University in Shanghai. This is a public - welfare activity held by the ROIFestival Foundation for five consecutive years. The significance of holding the ROIFestival Case Week is to promote cooperation between the academic community and the industry. Through case study, writing, promotion and teaching, it is helpful to scholars and ultimately benefits students. Transform every outstanding Chinese marketing case into the cornerstone of academic research, and promote the construction and development of the marketing discipline! I understand very well that especially in some large international organizations, it is a huge challenge for these commercial institutions to cooperate with the academic community. We are very finely divided, and different things are managed by different people. And scholars often have limited supporters when doing research. So through such a platform, we can try our best to bring everyone closer in cooperation. So today, after each sharing, there will be a Q&A session. It is open to scholars, and everyone can directly ask your questions and directions of interest. At the same time, our speakers can also directly respond to you. Of course, for better efficiency, we hope that professors can state your interests, the hypotheses you want to study, and the support you may hope for, such as how much data you want to obtain and how long you will occupy the other company's team. Because the clearer you are about these, the better our enterprises can evaluate and judge whether they can support. Of course, an important point is that if your hypothesized interest direction is not currently of interest to the enterprise, then very often it cannot be carried out. With our efforts, we have promoted research and case development in many universities, and we also thank all friends for their support.

[Onicek He 贺欣浩 @OnicekHe]

I’m thrilled to meet my Great Grand Mentor today at Stanford—87-year-old Robert B. Wilson, the 2020 Nobel laureate in Economics for his outstanding contributions to auction mechanism design. My Doctor advisor at the University of Hong Kong, Prof. Li Jin, was a student of Bengt Holmström, the 2016 Nobel laureate in Economics for his work on Contract Theory. This makes Robert B. Wilson the “mentor of the mentor of my mentor.”
I paid my respects to him, and his insights were truly inspiring. I sincerely wish him good health and hope that future generations of students will also have the opportunity to hear his wisdom at Stanford.

[Onicek He 贺欣浩 @OnicekHe]

Happy Thanksgiving to all my friends here! I feel deeply grateful to have met such humble, wise, and kind friends like you. Your generous sharing has not only enriched my knowledge but also encouraged me to grow with a more positive and joyful mindset. I will carry this gratitude with me and pass on this love and support to even more people. Wishing you and your family a wonderful Thanksgiving!
Warm regards,
Onicek
November 28, 2024, Seattle