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Trailblazing Through Time:

20 Years of MSSc in Advertising

Terri Chan
(Programme Director and Assistant Professor)

The year 2024 marked the 20th anniversary of to the dedication of those who came before us,
the Master of Social Science in Advertising (MSSc the MSSc in Advertising programme has flourished
in Advertising). With our celebratory toast still and become one of the leading programmes in the
fresh in memory, we now find ourselves raising our Asia-Pacific region. This achievement reflects the
glasses once again to celebrate another important unity and determination of our faculty, staff, and
milestone — the 60th anniversary of the School of students across the years.
Journalism and Communication. This truly is a year
of legacy. Advertising (廣告), in its essence, means “to make
widely known.” From print to pixels, from slogans
Over the past two decades, the programme to algorithms, it has always been about reaching
has grown from its ambitious beginnings into hearts and minds — and that has not changed.
a nurturing ground for innovation, insight, and What has changed is how we do it. And that is
industry leadership. Our graduates are not only where education and creative agility come in.
communicators — they are connectors, storytellers,
strategists, and creators who bring light to the In today’s AI-powered world, the challenge is no
world through their ideas. longer to say something, but to say it with meaning,
timing, and truth. Our programme equips students
Launching a new academic programme is never a with both academic foundations and real-world
smooth journey — it is through time, perseverance, savvy, preparing them to thrive in this complex,
and collective effort that we have achieved a ever-evolving industry.
seamless and impactful learning experience. Thanks
Our mission has always gone beyond preparing
students for the workplace. We aim to cultivate
curiosity, empathy, and the ability to observe the
world with fresh, critical eyes. As our students go
on to become innovators in fields from branding to
social innovation, their education empowers them
not just to keep pace with change — but to shape
it.

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