We’re down to the last two weeks of 2025—or the ‘Year of Better’ as we call it here at Vero. Why this theme, you ask?
The year before closed with strong progress and milestones. But rather than simply building on that momentum, we wanted to go further, to do more, and ultimately, to be better.
Better in the services and strategies delivered to brands and organizations that trust us. Better in the connections built with an expanding network of influencers. Better in the conversations held within and beyond the PR community. Better in the culture nurtured by and for our very own people across Southeast Asia.
This theme is as much a reflection as it is an ambition—one that guided the way as we navigated 2025’s challenges, shifts, and opportunities.
Twelve months later, here’s what better looked like.
Better work, greater impact
As our services expanded—with our government relations arm, Vero Advocacy, in full stride—and partnerships continued to strengthen, we welcomed new clients not just into our portfolio, but most importantly, into a growing community shaped by shared purpose.
Throughout 2025, 129 brand partners worked closely with our teams across 123 impactful campaigns, each one grounded in trust and shaped by close creative collaboration.
The Soar Beyond initiative with Air New Zealand and Thai artist Riety Phan was an especially remarkable example. New Zealand, often seen as out of reach by many Thais, sought to connect with those in search of creative and cultural awakening. To achieve this, Air New Zealand needed more than an influencer to promote a destination; it needed a storyteller who could translate the emotional depth of travel into something raw and resonant. Vero brought Riety into the collaboration to reimagine what destination storytelling could look like through art, emotion, and lived experiences. “Soar Beyond” has been shortlisted for the SABRE Awards Asia Pacific 2025 in the Southeast Asia campaign category.
This same emphasis on emotional connection and authenticity was also what shaped the success of our latest campaign with Amanoi in Vietnam. Already known as a sanctuary of beauty and understated luxury, the challenge lay in rendering that quiet sense of escape into imagery that felt intimate and immersive. Vero partnered with Fujifilm to host an exclusive photography retreat, inviting talented photographers and visual storytellers to experience Amanoi through the Fujifilm lens. The campaign became a story of shared vision, creativity, and authentic engagement—an approach that brought the spirit of Amanoi and Fujifilm to life in a tangible, memorable way.
In Indonesia, Vero helped turn beauty brand Wardah’s ‘Colourverse’ into a moment of empowerment and inspiration for women. Colourverse was a first-of-its-kind experience in Indonesia that blended science, art, technology, and global expertise in beauty and color. Designed to help women discover their personal color based on skin tone and undertone, the campaign invited audiences to see color not just as shade, but as a tool for self-expression and confidence. Through thoughtful storytelling and curated media engagement, Colourverse was positioned as a breakthrough in personalized beauty, and in many ways, it truly was.
Vero continues to work with EB Impact in Singapore to inspire sustainable change. This year, we supported the launch of The Sustainability Youth Festival (TYSF), handling media and influencer engagement to amplify youth voices and spotlight their role in shaping a more responsible future. TYSF empowers young innovators to develop impactful ideas, take action, and spark positive change within their communities.
And as we pursue innovation and AI literacy with Microsoft Copilot in the Philippines, we also helped curate special programs for journalists and creators. AI Masterclass was dedicated to creating an open learning environment for some of the country’s biggest publications, where they discussed how to integrate the technology effectively and responsibly into editorial workflows. Meanwhile, the Copilot Creator Collective Launch served as an exclusive community of forward-thinking niche creators and newsfluencers exploring AI’s potential in enhancing creativity and productivity. These campaigns laid out the foundation for a growing, diverse community of AI champions.
At the heart of all this work is a consistent creative standard that cuts across sectors, markets, and disciplines. From travel and hospitality to beauty, public affairs, tech, and lifestyle, purposeful creativity is the standard at Vero. And we are grateful to see how this commitment earned regional accolades this year: Medium Consultancy Award for Vero in Indonesia by PRCA APAC, Asia Agency of the Year by PRovoke Media, and Southeast Asia Champion by the first-ever Earned First Consultancy Performance Index, alongside multiple campaign shortlists. These moments of recognition are both inspiring and grounding, reminding us of the responsibility that comes with the trust placed in our work.
Better collaborations, deeper conversations
This year also allowed us to forge better collaborations, elevate our influence, and help shape conversations across the industry. Influencer engagement grew significantly, with more than 3,700 content creators and KOLs taking part in our initiatives across Indonesia, Malaysia, Singapore, the Philippines, Thailand, and Vietnam.
Our deepening presence in the creator economy led to the launch of MicroFluent, an influencer recruitment platform designed to provide emerging content creators opportunities to work with leading brands on campaigns that feel close to their hearts. Influencers will enjoy priority access to local and regional brand collaborations, campaigns, product endorsements, workshops, and events. One of the biggest influencer events we’ve hosted this year was The Good Market, which brought together eco-conscious creators and wellness advocates to promote sustainable fashion and green living.
Vero also co-founded the Creators Association of Southeast Asia (CASA), alongside some of the region’s most reputable communications consultancies, talent management agencies, and creator communities. CASA is on a mission to champion the growth and professionalization of influencers, set industry standards to ensure a sustainable and equitable influencer ecosystem, and enable cross-border collaborations across the region.
Beyond our influencer work, we also continue to spark more informed and deeper dialogues through our thought leadership initiatives. From analyzing social media conversations around the Philippines’ mid-term elections to shedding light on the new architecture of trust and influence with the rise of newsfluencers, every insight we unveil and strategy we recommend is designed to be relevant, practical, and grounded in real-world impact.
We are also proud to have brought incredible thought leadership partners on board. BurdaLuxury and Kadence International were instrumental in the successful launch of our ‘à la carte luxury’ study, which Vero Chief Commercial Officer Umaporn Whittaker-Thompson unveiled at the Luxury Summit Asia in Bangkok. The white paper examined how Gen Z is redefining value, experience, and aspiration within the luxury space. This collaboration’s success has paved the way for another joint research initiative, set for release in early 2026.
Vero’s work on halal tourism was also made possible through the support of GMO-Z.com Research, which helped gather insights from over 500 Indonesian Muslims to explore the factors influencing destination choices and the pain points for sharia-compliant experiences. These findings were later presented by Vero Executive Account Director Diah Andrini Dewi at the Halal Indo Expo, offering a practical playbook for the tourism industry to design experiences that thoughtfully blend faith, lifestyle, and leisure.
And as conversations around AI intensified and grew even more divisive, PRCA Asia Pacific and YouGov led a quantitative study on the trust, ethics and equitable AI adoption in Thailand. Vero Account Director Wiwat Khamsawai and Planning Manager Krishkanok Nima shared the insights at the PRCA Thailand Conference, inspiring a timely discussion on how Thailand can move towards becoming an AI-empowered society.
Better culture, stronger momentum
All this—and every defining moment of 2025—was powered by our people. The Vero teams from Bangkok to Ho Chi Minh City, Hanoi, Jakarta, Kuala Lumpur, Manila, and Singapore work together to build a culture anchored in kindness, creativity, ownership, and collective growth.
This year, we launched a leadership program, VeroCurious Days, bringing leaders across markets to share insights, inspire innovations, and turn ideas into actions. Alongside this, team-building sessions, learning workshops, and cross-market exposures created space for our people to build confidence and deepen relationships. Our unlimited leave, hybrid work arrangement, progressive maternity and paternity leaves, and mental wellness programs, long ingrained into our culture, continue to be part of what allows our people to thrive and bring their best selves to work.
We also celebrated career milestones of team members who leaned into challenges with care and kept moving forward with intent. They were given not just new titles, but also the trust to lead with clarity and purpose, and to uphold the core values that have guided Vero for the past 18 years. Vero Managing Director in Singapore, Lin Kuek, has also taken on a leadership role in the Philippines, where she is strengthening our regional operations model and fostering synergy between the two markets by leveraging their cultural compatibility and complementary strengths.
Beyond these big moments, it’s the everyday acts of teamwork that sustained our momentum. The way our people navigated changes together and showed willingness to stretch, adapt, and support each other became a steady force behind our wins and learnings in 2025.
At Vero, we believe that the best place to work is also the best place to create impact. And to be recognized as one of the 10 Best Agencies to Work in the Asia-Pacific by PRovoke Media and receiving a commendation for Asia-Pacific Best Place to Work by Campaign Asia aren’t just a source of pride—they strengthen the commitment we carry forward as we continue building what’s next, together.
