The rapidly growing Vietnam-based agency looks to ride the country’s continued economic rise following the pandemic.
Following a string of new client wins and market-leading campaigns, MullenLowe Mishra (MLM Vietnam) has stepped up its talent investment with the appointment of the former head of Grey Vietnam, Sandip Rakhit as CEO.
Reporting to Executive Chairman and Group CEO Saby Mishra, Rakhit’s appointment is in line with MLM Vietnam’s strategy for growth following two years of economic slowdown in Vietnam during the Covid pandemic.
“Our 2019 launch and subsequent build-out coincided with pandemic conditions in Vietnam and around the region which in hindsight became an important litmus test for our unique value proposition, operational efficiency, and our credibility in the market,” said Saby Mishra.
“Today MLM is winning the trust of leading marketers in Vietnam such as Whirlpool, Nestle, XOR Mobile Phones, Hoa Phat Group, Hung Thinh Corporation, Masterise Group, HSBC etc. which is a testament to our sound fundamentals. We felt this was the right time to augment our top team and Sandip was the right fit,” added Mishra.
Rakhit brings nearly three decades of experience to MLM Vietnam, having previously held the role of CEO at Grey Vietnam where he worked with top clients such as P&G, Tiger Beer, Vinhomes, British American Tobacco, Sanofi, and others.
He shares Mishra’s view that MLM Vietnam is well-positioned for brands seeking growth and expansion amidst Vietnam’s steady post-pandemic recovery.
“This is an exciting time to be joining MullenLowe Mishra as they artfully navigate Vietnam’s resilient rise,” said Rakhit.
“This agency is getting good traction with top clients given its distinctive blend of strategic clarity, creativity and problem-solving mentality. I’m thrilled to be joining this team and equally thrilled to be working alongside a founder with such clarity of vision.”
A Transformative Era in Vietnam
“Vietnam’s domestic consumption story, despite external headwinds, is primed for interesting upsides over the next 10 years given the large population base of 100 million people, pandemic impacted dynamics driving rapid uptake of digital commerce and fintech at scale and steady recovery in GDP growth, “ said Mishra.
“In this scenario clients are looking for game-changing consumerization solutions from agency partners, not just some tactical videos. I am proud that MLM was born in these interesting times and is conversant with present-day dynamics, by design,” added Mishra.