Better together: The story of brand partnership in Vietnam

During a crisis such as the COVID-19 pandemic, ad agency Climax Creatology’s Nguyễn Thuỵ Anh aka Mic says partnership decisions must be challenged and scrutinised for flexibility and worthiness.

This article is part of a Spotlight series on how brands in Southeast Asia can develop effective marketing partnerships for growth. Read more

Vietnam’s branding history has witnessed a big number of partnerships in the last 30 years.

  • Omo collaborated with the Ministry of Education and Training to build playgrounds for kids.
  • P&G, Samsung and Pepsi were behind multi-million-dollar deals for immensely successful reality shows like Vietnam’s Got Talent, The Voice and Rap Viet respectively.
  • Oppo set the gold standard for brand ambassadors through collaborations with VPop icon Sơn Tùng since early on in his...
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