Vero has launched the Regional Client Experience Solution (RCXS), an initiative designed for clients operating across multiple markets in Southeast Asia. It aims to drive greater consistency regionally while enabling real-time sharing of knowledge and insights.
Drawing from nearly 20 years of experience working with organizations across the region, Vero aims to address common tensions in regional communications, including siloed knowledge between country teams, duplicated work across markets, and gaps between regional strategy and local implementation.
Stronger regional alignment for more seamless local execution
Designed to address the realities of regional work, the RCXS is a structured program that scales strategies across markets while keeping execution in the hands of teams who know the client best.
It works by pairing each regional client with a dedicated Regional Client Experience Partner (RCXP), an experienced account lead who works across markets to unify strategy, streamline workflows, and ensure insight flows seamlessly from one country to the next. RCXPs are not added layers or coordinators; they are part of the working team composed of experienced consultants who already have a working relationship with the organizations familiar with the way the client works, and trusted to drive results. Each RCXP is supported by a senior sponsor at the managing director level, providing strategic oversight and organizational accountability across Vero offices in Southeast Asia.
“Our ambition with the RCXS is simple: to ensure every brand working with Vero in Southeast Asia benefits from a truly connected regional team,” shares Lin Kuek, Managing Director for Vero in Singapore and the Philippines and Head of Sustainability Communications, ASEAN. “Too often, regional communications can become an exercise in coordination. We built this program to change that, by putting experienced practitioners—who know the brand and the markets—at the center from day one.”
Already, the program is changing Vero client work for the better through real-time cross-border intelligence.
Yen Tran, Account Director for Vero in Vietnam, shares that RXCS has given Vero teams the structure needed to share insights on what’s working, what needs refining, and where market-specific insights can sharpen strategy in real-time. She currently serves as an RCXP leading consultant teams across Thailand, the Philippines, and Vietnam for a global technologies brand with Umaporn Whittaker-Thompson, Chief Commercial Officer, serving as the senior sponsor.
According to Tran, “This program has shown how much stronger our work becomes when insights are shared across markets. Learnings from one campaign—like what resonates with journalists, what drives coverage, or even what was not working—now directly inform the next, elevating the quality of what we deliver for clients across the region.”
RCXS is also streamlining regional workflows—a benefit especially crucial for Vero partners in competitive, fast-paced industries.
Sireethon Auerat, Account Director for Vero in Thailand and RCXP for a global pet nutrition company, highlights how RXCS has helped improve efficiency for consultants working across Thailand, the Philippines, Singapore, and Indonesia.
Working alongside senior sponsor Lin Kuek, Auerat shares, “The RCXS was designed to bring greater structure and clarity to cross-market collaboration, helping reduce friction and improve efficiency without compromising quality. By enabling teams to focus more on collaboration rather than coordination, it drives stronger outcomes. At the same time, it streamlines workflows, reduces duplication, and promotes shared knowledge and learning across markets—resulting in more consistent delivery and greater visibility for clients.”
RCXS focuses on strengthening cross-border network effectiveness across Southeast Asia, while respecting the region’s diverse and distinct market dynamics. The region’s diversity—its languages, cultures, media environments, and consumer expectations—is exactly what makes communications and engagement here both complex and compelling. What RCXS provides instead is the infrastructure to work with that diversity more intelligently: a structured, human-led system that connects markets, streamlines workflows, and turns cross-market learning into a continuous, managed feedback loop rather than something left for clients to coordinate.
RCXS makes regional collaboration work as it should: connected, consistent, and driven by people who understand both the brand and the nuances of each market it aims to reach.
