3. Research design
• FTA has conducted this research once every year for 6 years to furnish marketers, advertising and
PR agencies with information related to the trend in advertising and PR in Vietnam.
• N = 150 (though the questionnaire was distributed nation-wide, a majority of the respondents
locates in HCMC)
• Respondents are marketers who used advertising and/or PR service at least once in the last 12
months
• The questionnaire is completed online from December 01 – 16, 2009
If you are interested in FTA’s research service or have any question on this research, please contact:
Truong Vu Thuy Loan, Customer Relationship Manager
Email: loantruong@fta.com.vn
Telephone: 8 3514 2584
We are grateful to 150 respondents who helped us make this research possible.
FTA complies ISO 20252
5. Advertising agency aided awareness
FOREIGN ADVERTISING AGENCY AWARENESS LOCAL ADVERTISING AGENCY AWARENESS
72 % %
Ogilvy & Mather 75
Golden Advertising
Saatchi & Saatchi 68
57 VAC 73
JWT Vietnam
Dentsu Vietnam 57
StormEye 54
Leo Burnett/ M & T 55
Richard Moore Associates 23
Lowe Limited 43
Dentsu Alpha 39 Hong Thuy 21
Chuo Senko 37
New D&N Advertising 20
Daiko Vietnam 28
Grey 20 DDB 18
BBDO 17
365 Days Advertising 10
Hakuhodo - SAC 16
Draft FCB 12 GAPIT 7
Y & R Vietnam 11
HAKI Advertising 4
Riverorchird 7
Slide 5
6. Drivers for choosing an advertising agency
It’s obvious that having a good understanding of the client’s advertising objective and creativity are the two most
important factors driving the ad agency choice.
However, understanding consumer insights is also a very critical driver.
87 %
Good understanding of advertising objectives
Unique and creative idea 87
Insightful understanding of consumer and brand 82
Highly competent and professional staff 81
Show effectiveness and meet the objectives 75
Punctuality in execution 71
High ability to solve problems 67
Responsive to client 67
Strategic and experienced management team 51
Flexible working style 49
Prestigious and recommended agency 36
Ability to provide full-package services 35
Ability to manage large-scale advertising campaign 35
Low price 29
Professional facilities 12
Multi-national agency 9
Slide 6
7. PR agency aided awareness
%
Venus 59
Galaxy 47
Golden Event 42
Max Communications 39
Biz Tequila 39
T&A 31
AVC 27
Hong Thuy 26
Le Bros 23
Le Media 21
Starlit Media Group 19
Viet Communications 13
Pioneer 11
Awareness I.D 9
Vietgate 9
Slide 7
8. Driver for choosing a PR agency
Apart from the basic requirements for a PR agency such as good objective understanding and creative PR strategy, the
fact that the agency should have a good relationship with the press and government drives the client’s choice.
%
83
Good understanding of PR objectives
Unique and creative PR strategy 82
Having good relationship with the press and government 78
Highly competent and professional staff 67
High ability to solve problems 57
Punctuality in execution 54
Strategic and crisis controlling ability 54
Ability to manage large-scale PR campaign 46
Responsive to client 46
Flexible working style 31
Prestigious and recommended agency 27
Low price 24
Professional facilities 8
Multi-national agency 5
Slide 8
9. Event and brand activation agency aided awareness
%
Golden Event 46
Biz Tequila 38
Hong Thuy 30
AVC Marketing Communications 29
Max Communications 27
TCM 27
Gia Hoa 25
Focus 25
Galaxy 21
Starlit Media Group 21
Activate 16
MSV 16
3D Marcom 15
Le Bros 14
Le Media 13
Slide 9
10. Drivers for choosing an event and brand activation agency
Good creativity gains the highest appreciation from the marketers and followed by the staff’s competence and
professionalism to ensure flawless execution.
%
Unique and creative idea 86
Highly competent and professional staff 73
Good understanding of client’s need and expectation 72
Good management, limited issues 69
Having good relationship with government and news agency 63
Punctuality in execution 61
Ability to manage large-scale event, campaign 53
Strict controllability and experienced management 51
Insightful understanding of Vietnam market 47
Responsive to client 41
Flexible working style 39
Low price 35
Prestigious and recommended agency 30
Multi-national agency 4
Slide 10
11. Advertising and activation remain the optimum; marketers use them most often.
%
71
Advertising
71
Event, brand activation
PR 65
Market research 53
Online marketing, digital marketing 52
Slide 11
12. Marketing budget allocated
It’s a good sign that marketers start focusing on marketing research to minimize the risks in product/brand
development and innovation as well as to ensure marketing campaigns gain the most effectiveness.
Advertising remains the biggest portion of the budget pie.
Market
research
10%
PR Advertising
16% 31%
Event & brand
activation
19% Promotion
24%
Slide 12
13. In marketers’ perspective, effective media means include not only traditional media
channels (TVC or print) but also other consumer touch points which offer a better direct
approach to consumers (social network sites/ forum, office building, SMS…). They will use
these activities more in the future.
EFFECTIVE USE CURRENTLY WILL USE
%
73 77 55
Newspaper & magazines
66 61 63
Event and brand activation
TVC 57 49 55
45 35 73
Social networking site, forum
Outdoor advertising 41 33 37
LCD in the building, taxi, etc. 33 21 42
Other sponsor 30 17 29
Game show, talk show, music 18 26
25
show sponsor
SMS marketing 18 11 35
Radio 17 11 17
Slide 13
14. Newspaper and magazines most often read
%
84
Tuoi Tre
65
Marketing magazines
61
Sai Gon Tiep Thi
58
Thanh Nien
58
Tiep Thi & Gia Dinh
42
Kinh Te Sai Gon
Doanh Nhan Cuoi Tuan 39
Nhip Cau Dau Tu 34
Phong Cach 32
Thoi Trang Tre 23
19
Herworld
Ha Noi Moi 3
Slide 14
