We’re making it a tradition now to talk (and write) about the major milestones, opportunities, and learning we’ve encountered and gained throughout the year at Vero.
2024 has been especially good for us at Vero. We’ve expanded our service offerings, launched new initiatives, grown our team, and strengthened our partnerships in the region, all while delivering impactful communication strategies and inspiring positive changes for our clients. And oh, we’ve undergone a thoughtful rebranding, complete with a new tagline that encapsulates our vision and a more sophisticated website to better showcase our work.
To close a remarkable 2024, we reflect on a journey that celebrates the power of collaboration, enduring creativity, and purpose-driven work here at Vero. Our team has evolved with the demands of time, growing alongside the brands we work with and communities we aim to influence, fast and forward.
Influence in focus
With influence now considered the new currency, we have put greater focus on enhancing influencer marketing strategies this year. From establishing influencer specialist teams across Southeast Asia to enhancing our data-powered in-house influencer marketing tool InFluent, to adapting a more strategic approach to brand-influencer collaborations, we have solidified our position in the industry.
Vero’s win as Southeast Asia’s Influencer Marketing Agency of the Year from Campaign’s AOY Awards 2024 is a testament to the significant growth of our consultancy’s influencer relations business and our commitment to creating meaningful campaigns powered by the authentic voices of content creators. We express special gratitude to industry leading brands, including Spotify, TikTok, Singapore Changi Airport, Prime Video, and Grab, for taking the journey with us in unleashing the power of influencers.
The Vero philosophy on influencer marketing is that creators and brands thrive when influencers are empowered to bring authenticity to brand campaigns. Influencers wield tremendous power over audiences for a reason—they represent real experiences, perspectives, and lifestyles—and at Vero, we have prioritized and will continue to strive to create brand-influencer partnerships that are grounded in authenticity and mutual aspirations of influencing for the better.
Vero Happy Hours, one of the pillars of InFluent, serves as our way of connecting with content creators and key opinion leaders and gaining deeper insights into the influencer community’s challenges and motivations. Throughout 2024, the Vero influencer team hosted four Happy Hours events in Thailand, Vietnam, Indonesia, and the Philippines, which facilitated meaningful conservations and brought Vero closer to the digital stars shaping modern society.
Introducing Vero Advocacy
The launch of Vero Advocacy, Vero’s government relations and policy advocacy arm, couldn’t be more timely. Nation- and world-defining events such as the Indonesian and US elections, the growing discourse around artificial intelligence and the disruptions it’s causing across industries, and the increasing spotlight on youth issues and social inequalities have created a pressing need for businesses to navigate complex policy changes and evolving political dynamics.
With a presence in Thailand, Vietnam, and Malaysia, as well as partnerships in Indonesia and the Philippines, Vero Advocacy helps businesses shape sound advocacy initiatives, take a proactive and critical approach to stakeholder communication, and align strategies with policy developments to enhance brand positioning.
In November, Vero Advocacy launched a white paper in collaboration with international market research firm, Kadence International, focusing on the challenges, demands, and aspirations of Southeast Asian youth. The study, which gathered insights from more than 2,700 Gen Z and Millennial respondents in six countries, uncovered policy priorities needed to effectively equip the region’s youth with opportunities and resources for a better future.
Standout campaigns crafted with purpose
Each campaign that the Vero teams deliver for clients across the region goes through a rigorous process—every step is thoughtfully planned and carefully executed. Beyond high engagement and reach, what we aim for are stories that touch lives, spark change, and create impact.
The Thai Foodie Map campaign, which won the Purpose Award at the PRCA Thailand Awards in November, was designed to celebrate Thailand’s culinary culture and inspire travelers to explore beyond traditional destinations. Done in partnership with Booking.com and the Tourism Authority of Thailand, the campaign shone a spotlight on smaller restaurants in secondary cities and supported local economies and businesses, making a significant impact on the tourism industry.
Vero’s work with Duolingo in Indonesia was also a standout, not only because it was shortlisted at the PRovoke Media Awards Asia Pacific, but also because of the impact it had on young Indonesians aspiring to study abroad. The Duolingo English Test (DET) brought a transformative change to English proficiency tests, enabling students from far-flung locations access to a reputable and globally recognized English proficiency exam without having to travel hundreds of miles and incur significant expenses. Vero facilitated connections for DET with relevant government agencies and scholarship-giving bodies and brought DET closer to Indonesian youth, inspiring them to pursue their academic goals regardless of where they are.
The success of the recently concluded Spotify Wrapped Live Thailand 2024 was a special feat for the Vero Xperience team, celebrating rich Thai music through an immersive fan experience that bridged artists and music lovers. The event at ICONSIAM, which marked Spotify’s first Wrapped live event in the Land of Smiles, wasn’t just a recap of the most streamed artists by Thai audiences; it was a testament to Thai music shaping global music trends.
The Vero team in Vietnam spearheaded TCP’s community yard project, which transformed empty, abandoned lots into sports spaces for Vietnamese of all ages to play, exercise, and connect. For an urban jungle like Saigon, a campaign like this that’s focused on social betterment fosters sustainable living and engages the community in the most meaningful way. Vero will continue working with TCP to create nine sports yards in nine provinces this year and several more in the coming year.
We were also entrusted with Bosch’s first full-funnel campaign in Vietnam, where we united Home Appliances, Power Tools, and Auto Aftermarkets under one message and cohesive visual identity. This project was also an opportunity for Vero to lead in the social commerce space through nano-KOC reviews and top-KOS livestreams on TikTok and Shopee. As we plan to expand our service offerings to social commerce next year, this project sets a strong foundation for future growth and innovation in this area.
To advance the understanding and adoption of artificial intelligence, Vero and Microsoft Philippines teamed up for the Microsoft Copilot Quiz Night, an exclusive event for Filipino media professionals and social media influencers. This initiative was strategically designed to deliver an immersive and interactive experience that allowed participants to explore the transformative capabilities of Microsoft Copilot and Microsoft Designer. From engaging trivia sessions to creative challenges, the quiz night provided an enjoyable learning environment and reinforced the essential role of AI in addressing real-world challenges.
Vero also participated in the UNDP’s Weather Kids campaign in 2024, helping to amplify it in Southeast Asia and across the globe. A cause close to our hearts, Weather Kids highlights the catastrophic consequences of global inaction on climate change and emphasizes its impact on future generations. At the prestigious Anthem Awards, the campaign won three big awards: Best PR or Earned Media Campaign, Best Campaign-Nonprofit, and Global Awareness Campaign.
Empowering journalists in sustainability reporting
Vero’s partnership with EB Impact this year allowed us to put our sustainability commitment into action. Vero helped expand EB Impact’s Sustainability Media Academy by bringing more Southeast Asian journalists and editors together to explore innovative approaches to reporting on environmental policies, climate change, and greenwashing. Sustainability reporting has in recent years become challenging, if not risky, especially when powerful corporations and governmental influences are involved.
Vero believes in EB Impact’s mission of creating a community of informed and empowered voices, providing journalists with tools to produce high-quality content that tackles sustainable development issues and encourages government, private sectors, and the public to be more transparent and accountable in their sustainability efforts, both successes and hurdles.
Besides the Singapore Masterclass in September, we hosted EB Impact’s SMA training session in Bangkok in late October. With Bangkok sinking and unpredictable weather patterns threatening Thailand’s hard-earned economic success, the training session provided not only insights but inspiration for Thai journalists to use their stories to propel climate action.
Vero will continue to support similar initiatives and drive broader sustainability efforts in Southeast Asia in the year ahead.
Stories that matter to us—and to society
There’s so much buzz this year—and as changemakers, we always strive to lead conversations, tell stories backed by truth, and recommend actions directed toward impact and progress.
We dedicate time, resources, and effort to producing in-depth editorial pieces, surveys, social media content, and white papers. With every word we write and publish, we demonstrate our expertise and aim to contribute thoughtfully to fostering better understanding about emerging trends and cultural shifts.
In 2024, our team at Vero shed new light on the impact of influencers on consumers’ purchasing behaviors and how these digital stars have challenged the mainstream luxury landscape and paved the way for new codes of luxury that play up on selfhood, legacy, betterment, and playfulness over mere theatrics. We also sought to understand the motivations behind content creation and the obstacles hindering Southeast Asian influencers in achieving creative freedom and sustained growth through a region-wide survey. Unsurprisingly but encouragingly, authenticity remains to be the guiding principle for every influencer.
A study on the challenges and opportunities AI presents in the media industry allowed us to reinforce our steadfast quest for innovation and advancement while also acknowledging sentiments on governance, ethical use, and impacts on human labor. We found that AI is an ally in the newsroom, and most journalists see it as such, provided they are trained properly and supported in this technological integration. Vero leaders Raphael Lachkar and Chatrine Siswoyo brought our learnings from the study to Jakarta through panel discussions and workshops with Indonesian journalists and university students.
And, as Labubu became the talk of the town(s), we also took a deep dive into art toys and the broader pop culture phenomenon that has now become the backdrop of our daily experiences and what connects us to the bigger world out there. When language differences divide us, it is our common love for the distinctive elf figure, music, and film that offers us a common ground for understanding.
We got B Corp-certified!
Vero’s B Corp certification was a year in the making—but it was a journey that allowed us to scrutinize our operations to ensure that we are leading an ethical business that puts people, the environment, and society over profit.
B Corp certification is a robust yet ever-evolving framework for responsible business modeling, created by B Lab to uphold rigorous governance and operations standards in business operations across the world.
As the largest independent Southeast Asia-grown agency to obtain B Corp Certification, we recognize the opportunities to raise the standards in the PR industry and to take tangible actions in building a sustainable, inclusive, and equitable future for all through the stories we tell.
Stronger team, enhanced capabilities
Vero has made several key leadership appointments and promotions in 2024, reinforcing the consultancy’s dedication to nurturing talents and rewarding excellence.
Fortifying the management team with the appointment of Supreeyaporn Sihawong as Chief People Officer, Sasha Alwani as Chief Strategy Officer, Thanpitcha Suksawad as Chief Financial Officer, and Umaporn Whittaker-Thompson as Chief Commercial Officer empowers Vero with diverse leadership and inclusive growth.
We also welcomed Chatrine Siswoyo as Senior Advisor for ASEAN and head of Vero in Indonesia. Chatrine has been instrumental in elevating Vero’s presence in Jakarta and forging new partnerships with progressive brands. Chatrine has recently joined the PRCA APAC regional board, taking her leadership into a bigger role that’s bound to drive innovation in the PR industry in Southeast Asia.
In the Philippines, Paulus Soriano was appointed Director for Reputation+, a specialized division dedicated to helping clients manage, enhance, and protect their brand reputation through impactful PR initiatives. Through Paulus’ expertise and broad industry connections, we onboarded Wise Philippines and Microsoft, further showcasing Vero’s capabilities in tech and innovation.
Lin Kuek, who leads Vero’s Singapore office and sustainability communications, was recently announced as part of PRovoke Media’s Innovator 25, a list of the PR industry’s most forward-looking thinkers taking the lead–and the risk–in advancing the industry through ingenuity at a time when the winds of change demand it. Lin is also part of PRCA APAC’s Sustainability Group.
Across Vero’s offices, new leaders have emerged, and young communicators have joined our growing team. They have brought fresh and innovative perspectives into our work and will be pivotal in achieving the milestones we’ve set for the coming years.
Looking ahead: 2025 is the Year of Better for Vero
We are stepping into the new year with a renewed sense of purpose and a clear ambition: 2025 is going to be the Year of Better. Better for our people, better for our clients, and better for the impact we create.
We are getting ready to unveil new initiatives and service offerings that will enable us to offer more value to our partner brands and organizations. With our commitment to creating the best workplace for our teams across the region, new investments in professional development and wellbeing are also in the works, along with broader efforts toward more responsible operations and governance.
These aspirations are grounded in a shared vision of continuous growth and meaningful influence—and these are the values that will empower and inspire us in the year ahead.
We are ready for 2025!
