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New venture aims to raise PR standards
Viet Nam News spoke to T&A Ogilvy general director Nguyen Thanh Son about the new joint venture between global marketing firm Ogilvy & Mather and local firm T&A Communications.
Why did T&A choose this time to set up this joint venture?
The working relationship between Ogilvy & Mather and T&A Communications began eight years ago when T&A was established. During this time, T&A has grown from a small boutique agency into one of the biggest public relations firms in Viet Nam by both staff size and client profiles. We have also benefited from the partnership with Ogilvy in terms of access to resources and transfer of best practices.
Ogilvy is one of the leading communications firms in the world. Its brand name boasts not only a long history and track record in the industry, but also a legacy of institutional knowledge. The development of T&A Ogilvy will enable us to leverage these assets and combine our local insights and experiences to provide the most comprehensive services to our clients.
T&A Communications was one of the first PR firms in Viet Nam when it started in 1995. What’s the status of the industry now and how do you see it developing in the future?
As one of the leading PR firms in Viet Nam, we are now retained by 25 clients, including top international brands like Amway, Boeing, Canon, Cartier, France Telecom, Gamuda Land, GE, Nestle, Standard Chartered Bank, SAP, Temasek Holdings, Tata Steel, VietJet Air, and Yahoo. Excelling in corporate PR, we have also developed specialist fields such as strategic brand communications, internal communications, corporate social responsibility and crisis management.
The PR industry in Viet Nam is still in its infancy and there is a vast untapped potential, especially with the increase of foreign-invested firms in the context of globalisation. The biggest limitation facing us is the lack of human resources with international expertise. PR professionals are mostly self-taught as there are too few training institutions established in this field. The need for a gradual transfer of global knowledge and expertise into the local industry is enormous.
In our 14 years of development, we have witnessed the PR industry developing rapidly with PR firms mushrooming in recent years and specialist agencies beginning to emerge. With the growing interest of international communications giants in this market bringing more opportunities for new practices and professionalism, the industry will no doubt see greater growth and reach a mature phase in the medium term.
Tell us something about Ogilvy & Mather.
The Ogilvy family in Viet Nam includes Ogilvy & Mather Advertising, Ogilvy One, Ogilvy Action and Redworks. Ogilvy Public Relations Worldwide (Ogilvy PR) is a leading global marketing communications firm, with offices in more than 60 cities around the world, including 25 in the Asia Pacific. Ogilvy PR provides strategic public relations consulting to a wide variety of clients through specialized offerings.Ogilvy PR is part of the WPP Group, one of the world’s largest communications services organisations.
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