TBWA\ Group Vietnam has confirmed that f\adigital, previously known as Focus Asia, has joined TBWA\Group Vietnam. The integration of the two Omnicom agencies “further deepens and strengthens TBWA\Group’s capabilities as Vietnam’s marketing landscape continues to evolve at speed,” said a release.
The merger between TBWA\Group Vietnam and f\adigital comes at a time of positive momentum as Vietnam is one of the first markets in the region to open its economy after successfully managing COVID-19.
Founded in 2003, f\adigital has a strong heritage in Direct Marketing and CRM. As the market continued to grow and consumer behavior towards marketing changed, f\adigital invested and evolved their offering in areas of Digital, Experiential and Data, and as a result, elevated their overall experiences offering for customers through creative content and engaging activities.
It was additionally announced that f\adigital and TBWA\Group Vietnam’s current managing director, Tan Nguyen has been elevated to CEO.
While Mai Anh Le, former managing director of f\adigital resigned from the agency on April 30th. Khanh Nguyen, general manager TBWA\Group Vietnam, will add the additional responsibilities of general manager, f\adigital as well as the agency’s content production division Bolt Content, which launched in 2019.
Khanh Nguyen brings 12 years of experience working across various industries: FMCG, Lifestyle, Health and Well-Being, etc. Prior to joining TBWA, he held several senior management positions in the industry.
While its daily operation remains unchanged, f\adigital will now have access to a larger pool of resources, including talent and the global collective’s resource.
“This unity presents enormous opportunities for both partners; with access to TBWA\Group’s resources, f\adigital will elevate its services further, add value to TBWA\Group Vietnam with its data-driven solutions to complement the group’s current portfolios.” – Khanh Nguyen, general manager of f\adigital.
“The integration between the agencies has been very welcomed, we’re proud to partner with a team of high-profiled professionals with strong capability in the field of data-driven digital. This turning point will lead us to achieve greater success for our clients as well as ourselves.”– Tan Nguyen (Sunshine), CEO of TBWA\ Group Vietnam.
President TBWA\ Asia, Sean Donovan added: “As a global collective we have come to appreciate our power in bringing our peoples’ talent together and allowing them to collaborate and create solutions, where the whole is greater than the sum of the parts.
“By bringing f\adigital into the TBWA\ Group we realize this partnership not only benefits our clients but opens opportunities for talent and career development, innovation and many other areas.”
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