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Marketing a firm identity
Three years since entering the Vietnamese market, Grey Group Viet Nam has been ranked among the hottest advertising agencies in the country by Campaign Brief Asia. Grey Viet Nam CEO Sandip Rakhit speaks to Talking Shop about the marketing industry in Viet Nam.
What's the advertising landscape in Viet Nam? What are the trends?
More players are entering the market, and increased competition from and exposure to international marketing is pushing domestic advertisers to be more adventurous with concepts and campaigns.
There has been an upturn in branding as Viet Nam opens up to the outside world. Rebranding in both the private and public sectors is a very positive step. Take Bao Viet, for example – a great Vietnamese brand that now has an international look. This signifies that they are ready to compete with the world. We will certainly see more of this emerging in the short term.
As internet penetration and mobile phone ownership grows alongside improved services and the arrival of 3G, digital advertising – although still in its infancy – will be one of the fastest growing and most innovative fields in Viet Nam. I think online video will be big in Viet Nam for 2010: clients are happy with TVCs as a vehicle, and by using banners and LCDs they can be sure that consumers will see their ads throughout the day, at the office, in elevators, in waiting rooms, etc, and not just when relaxing at home. In-game advertising and mobile marketing will continue to grow, and will prove an invaluable resource for driving targeted messages in the future.
Also, the market and clients are demanding more value from their communications. So agencies will have to adapt or die. Thoughtful leadership, along with result oriented solutions, will become the norm. Feel-good advertising will disappear.
During the last three years working in Viet Nam, what have been your greatest challenges? What would you suggest to make the business climate more amenable?
There are challenges in any country, but the two greatest challenges would be in infrastructure and human resources.
Production infrastructure, such as quality printing capabilities and better post-production facilities comparable to those in Thailand and Singapore and even Jakarta would be a welcome addition. After all, the best creative minds deserve the best looking output.
In terms of human resources, it is still a very young country. Experience and exposure is what they need. There is, however, a fertile mindset that needs to be cultivated and educated. A welcome addition would be high quality advertising and communications-related schools. There are a few that have begun the job, and I am seeing some new young talent coming through.
Many Vietnamese companies are now recognising the importance of advertising and branding and are seeking professional agencies. Do you have local Vietnamese clients and do you see any differences between international companies and Vietnamese companies?
Grey Viet Nam's portfolio is made up of local and international clients and the process from pitch to production is the same for both. But, whereas international clients tend to have a marketing framework and clear brand identity already in place, many Vietnamese companies are looking to create or totally revamp their image. This means that Vietnamese clients are often more open to new ideas and directions when it comes to developing the right strategy, which means it's often more exciting and rewarding for our team to work with local clients. I think it's typical of the industry here for everyone involved – from creative to accounts services to the client – to feel a sense of satisfaction and accomplishment that comes from being a part of something new and dynamic. Marketers here are continually blazing new trails to raise the standards for advertising in Viet Nam.
What are your strengths and strategies for coping with fierce competition from other agencies?
Grey Group Viet Nam's vision is to "Win Fans". We have taken up the challenge of questioning the existing industry paradigm and created a distinctive difference for our clients' businesses through a number of routes. We looked at innovative ways to expand the total communications offering from Grey by forming various associations and partnerships in the areas of packaging design, digital solutions, events, talent and celebrity management, and sourcing of premiums and gifts, to further add value to our clients' businesses.
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