Starting from October 2021, Vero Vietnam will be servicing brands through three new specialized teams, split across Technology, Consumer Goods, and Institutions (NGO, NPO). Grouping teams in this way means that we can provide consultants and brands with relevant, dedicated tools and first-hand industry expertise.
“With agencies becoming integrated, we see that brands often end up being advised by generalists on both service and industry levels. We believe that while consulting teams should be equipped to support brands with a large scope of services, they should also be able to nurture firsthand knowledge and expertise on the specific industries they advise” said Quang Do, IMC Account Director of Vero Vietnam. “In other words, we believe that IMC consulting teams focusing on specific categories bring more value to clients than the ones advising brands across industries” he added.
With regional experience advising industry leaders such as Intel, Dell, WhatsApp, Netflix, or Samsung, we work with more brands in technology than from any other category. Across the region, the category accounts for over half of Vero’s revenue.
In Vietnam, the team led by IMC Tech Account Manager Leo Tran will be taking on consulting for Razer, Kingston, and many more emerging tech brands. Over the years, he has had experience working with tech brands like Ant Financial, BSA | The Software Alliance, and Align Technology.
“Vero’s own commissioned research proves that in Vietnam, like in Thailand and in Indonesia, the pandemic reinforced consumers’ positive sentiment towards technology brands and products. Technology brands move in highly tactical and fast-changing media environments, with complex reputational stakes. Thanks to a team dedicated to the Tech category, we can nurture deeper relationships with thought leaders and have a more comprehensive view of changes in the landscape,” said Mr. Leo.
Vero Vietnam’s Institutions focused team will be led by Vietnam and Australia trained Ms. Kelly Phan, IMC Account Manager, Institutional Communications. Ms. Kelly has extensive experience advising the U.S. Department of Agriculture in Vietnam (USDA) and U.S. Meat Export Federation (USMEF) for Vero, and builds on the agency’s experience in the category with award-winning projects with UNICEF and Save The Children. In addition, Ms. Kelly has also taken the lead in development and management of other projects such as like NINJA Accelerator by Japan International Cooperation Agency (JICA) and Nanyang Technological University, 10×1000 Tech for Inclusion.
“(I)(N)GO and NPOrepresentatives tend to have a distinct approach to institutional branding and communications, they are often surrounded by a large number of stakeholders and, modular budgets and national ambitions, which calls for a specific consulting culture. By dedicating a team to that culture, we’re confident to address its specificities and serve a broader range of (I)(N)GO and NPOin Vietnam with integrated communications work” Ms. Kelly said.
According to research by Nielsen, Vietnam reported the second-fastest growth in sales of fast-moving consumer goods (FMCG) in Southeast Asia in 2018. VietnamNews also reported that in 2020, FMCG sales grew at 10.3% and 10.2% in cities and rural areas. Nelson Woo, regional commercial director, Worldpanel Division Asia, Kantar, shared that with a population of more than 90 million, Vietnam remains a prime market for both local and regional FMCG players.
For Vero, the category’s IMC consulting arm will be led by IMC Account Director Mr. Quang Do who has a strong track record of viral digital project development and management. Quang has led IMC campaigns for Daikin, Dorco, Duravit, Estée Lauder Companies (Estée Lauder, M.A.C, Clinique, Bobbi Brown), Central Group Vietnam, and Hitachi. Leading the new Consumer team, as well as the whole IMC department, he has elevated team members to improve their expertise by earning certifications through Facebook certified Digital Marketing and Creative Strategy courses, and through PRCA workshops. The team has also been using Vero’s IQ program, which plugs into industry level sentiment tracking to provide clients immediate access to consumer insights.
The new IMC departments will complement Vero’s existing Corporate and Consumer PR offerings, Brand Strategic and Creative Planning teams, Crisis Management, and its new Data and Insights department in Vietnam.
A new survey of tech journalists and bloggers conducted by Vero’s data and insights and media relations teams offers several insights that brands, companies, and organizations in Southeast Asia should keep in mind.
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