The first agency in Vietnam certified ISO 20252

by British Standard Institute

Advertising and PR Trends in 2010

FTA complies ISO 20252

 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

Research Findings

FTA complies ISO 20252

 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
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
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
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
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
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
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
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
 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
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
Websites most often accessed

%
89
Vnexpress.net
Google.com.vn (bao gồm gmail) 83

Yahoo.com (bao gồm Yahoo! Mail) 63

Facebook.com 58

Yahoo messenger 58

Tuoitreonline.com.vn 57

Dantri.com.vn 45

Ngoisao.net 43

Thanhnienonline.com.vn 36

Vietnamnet.vn 31

Zing.vn 23

Openshare.com.vn 16
Ttvnonline.com 7

Slide 15
Slide 16