At present, in Vietnam, there are many agencies including old names (most of them are foreign companies) who have experienced difficult times and emerging names that are following the market trend. In fact, the Agency does not merely do advertising; they also provide many different services for the dynamic and creative communication environment. Here are the 4 most prominent agencies operating in Vietnam.
WPP Group is the big representative of international agency groups in Vietnam. With 23 offices in Ho Chi Minh City and 6 offices in Hanoi, WPP has completely covered the domestic advertising market. WPP is a name from the United Kingdom founded in 1971. According to Forbes ranking, this group ranked 355th among the 2,000 largest companies in the world. In the media aspect alone, WPP Group has no competitors. In 2012, WPP faced an issue with shareholders when profits were not equally divided among the heads, however, with strong financial potential, the group passed the difficult period and continue to lead the global media market.
In Vietnam, WPP has 7 subsidiaries in the advertising segment: ADK, Bates CHI & Partners, Gray, JWT, Ogilvy & Mater Worldwide, OgilvyAction and Y&R. In particular, JWT and Ogilvy & Mather proved superior. JWT is the first company based in Vietnam and is a leading brand in advertising. JWT has been providing services to many large enterprises in Vietnam, which include Unilever, HSBC, Bayer, Pepsico, Ford, Nokia, Johnson & Johnson, MobiFone, etc. The other company, Ogilvy & Mather, has worked with a lot of companies.
Recently, WPP Group has an additional company called GroupM which specialize in providing high-end media services and advertising products.
JWT (J.Walter Thompson) is an experienced, marketing leading and business partner to brands in a fast evolving frontier market like Vietnam, delivering a vast array of consumer branding and growth solutions to a diverse range of business sectors and clients: Samsung, Nestle Kit Kat, Ariston Thermo, SuntoryPepsico, Ford, Unilever, Unicharm, etc.
Service & Offerings: 1.Brand building, 2. Innovation, trends & insights, 3. Social, 4. Internal Communication
Example of their work:
Example 1: TVC ” Diana. Love. Believe. Do” (Brand: Diana- Unicharm)
“The campaign embraces a belief that girls are born with the spirit to love, to believe and to do. They love their choice, their way of achieving dreams. They believe in themselves and choose to follow instinct over principle, and determine to listen to heart over judgements. Finally, they do it. It’s always great being a girl.” (JWT)
Example 2: KFC- Black pepper & Lime (Brand: KFC)
“The ingredients black pepper and lime are featured at almost every Vietnamese meal, as “flavor enhancers” to any soup, stew, or fried dish – however they are never considered as the key ingredients as a seasoning. KFC decided to shake up common belief that side-ingredients-never-make-a-good-dish by crowning black pepper & lime as hero flavors of the new Black Pepper & Lime Chicken. This surprising twist of the two ingredients going from zero to hero in KFC’s launch communications, catapulted the duo to become even more famous than the hottest celebrity couple in town. ” (JWT)
b. Ogilvy & Mather
Entering the Vietnamese advertising market from the early years of the country has been open for nearly 20 years since 1995, in any country with offices of Ogilvy & Mather, they are always in five of the top 5 creative agencies in Asia and obviously Vietnam market is not exception.
Ogilvy & Mather Vietnam has done a lot of integrated media campaigns in Vietnam. Their clients are Milo, Nestle Lavie, Unilever, Samsung, etc.
Currently Ogilvy & Mather Vietnam has two offices in Hanoi and Ho Chi Minh City. Ho Chi Minh.
Example of their work:
Example 1: “No sophistication- Wear a helmet”.
In 2008, Ogilvy & Mather Vietnam won a silver prize at the Institute of Practitioners in Advertising (IPA) for campaign “No sophistication – Wear a helmet”. Advertiser is the Asia Injury Prevention Foundation, which has spent more than $ 1 million on this campaign. Ogilvy & Mather Vietnam has won the Effectiveness Awards, a reward for authentic figures recorded with 97% of traffic participants wearing helmets, saving 38 lives every day.
Example 2: TVC “Bluestone”.
In this TVC, children share their views about what mothers and fathers when their parents stay at home. Doing housework and cooking are “automatically” assigned to women while men do a little or nothing. From children’s point of view, mothers have to deal a lot of thing and this is unfair. Then those children in the TVC suggested that fathers would have to help their mothers.
Example 3: Viettel- 4G
In TVC, this performance was done by many artists in many areas of Vietnam via Viettel 4G.
Omnicom is the largest advertising group in the United States founded in 1986, operating in the field of communication and providing services such as advertising, marketing, PR … Omnicom has been looking at the Vietnamese market for a long time. However, until 2009 they really stepped into our country. Unlike WPP, Omnicom was very cautious and felt like they didn’t really pay attention to Vietnam. Until 2013, OMNICOM started operating strongly and focused on developing in Vietnam market.
At the beginning, Omnicom partnered with Campaigne Solutions Communications to formally present in Vietnam. Then there are 3 big brands of the group including: BBDO, TBWA, DDB. TBWA made more remarkable results in Vietnam than other “brothers”.
TBWA of Omnicom – the world’s highest-grossing marketing communications group in 2007 (Source Advertising Age). Although an advertising company has a relatively young age in the world and Vietnam market, TBWA has experienced a boom from 13th in 2000 to 5th in 2007 in the rankings of global advertising companies. The name of TBWA is created by combining the first character of four founders from 4 different countries: Greece, France, Switzerland, Italy, creating a competitive advantage as the first advertising company to source international. The “Think Different” campaign in the world in 1997 was due to the hands of TBWA. They have helped Apple from the brink of bankruptcy to become a technology icon.
Major brands in Vietnam have successfully cooperated with TBWA Vietnam including: Biere Larue, Vinamilk, HT mobile, Standard Charter Bank, Adidas, MTV, Tiger Palm … Some outstanding ads of TBWA:
Location: 4th Floor, 9 Dinh Tien Hoang St, Da Kao Ward, District 1, Ho Chi Minh City, Vietnam
This is Vinamilk TVC- 40 year anniversary. It shows Vietnamese beauty and growth which Vietnamese people are proud of.
Dentsu is one of the world’s oldest media corporations. This group was established in 1901 and is the world’s leading company in fiscal year 2012 with 23 billion USD. In Vietnam, Dentsu initially had three companies including Dentsu Alpa, Dentsu Media and Dentsu Vietnam and until now, it was said that the three companies have merged into one. Currently, Dentsu Vietnam has about 60 employees. Most of Dentsu Vietnam customers are Japanese companies including Ajinomoto, Canon, Dai-ichi Life, Toyota, Panasonic, …
In addition, Dentsu Aegis Network (Dentsu) has officially announced the acquisition of Redder Advertising Joint Stock (commonly known as Redder), one of the leading digital & creative agencies in Vietnam, and confirmed it as the third “brand agency”, in parallel with Dentsu Vietnam and Dentsu One.
Address: 16th Floor, Vincom Center, 72 Le Thanh Ton Street, District 1, Ho Chi Minh City, Vietnam
Example of work:
After Omnicom’s merger with Publicis, Interpublic became the fourth-largest agency in Vietnam. Although it has been operated for a long time and has become a familiar corporation in many countries around the world, Interpublic has not yet equaled its peers like WPP and Omnicom. In Vietnam, the company is also the smallest of the four giants mentioned. Interpublic established 4 subsidiaries, including Draftfcb, Initiative, Lowe, and UM, but only Lowe (a.k.a MullenLowe at present) recorded the remarkable success. This subsidiary is an advertising partner of a large range of brands including Chivas Regal, Omo, LifeBouy, Nescafé, Clear, …
MullenLowe Vietnam is part of MullenLowe Group is an international creative advertising agency headquartered in London.
In 2019, Former CEO of J. Walter Thompson (JWT) Vietnam Saby Mishra is now the new owner of marketing communications agency MullenLowe Vietnam, following a buyout. While subjected to final regulatory approval, the agency will be rebranded to MullenLowe Mishra. MullenLowe Mishra will remain part of the MullenLowe Group network as an affiliate business partner.
The advertisement made by MullenLowe often gained good result such as being in the top best advertising videos on Tet Holiday in Vietnam 2018 and 2019.
Example of work: