The first agency in Vietnam certified ISO 20252by 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 andPR 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 respondentslocates in HCMC)

• Respondents are marketers who used advertising and/or PR service at least once in the last 12months

• 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 ManagerEmail: loantruong@fta.com.vnTelephone: 8 3514 2584

We are grateful to 150 respondents who helped us make this research possible.

FTA complies ISO 20252

• FTA has conducted this research once every year for 6 years to furnish marketers, advertising andPR 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 respondentslocates in HCMC)

• Respondents are marketers who used advertising and/or PR service at least once in the last 12months

• 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 ManagerEmail: loantruong@fta.com.vnTelephone: 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

%Ogilvy & Mather

Saatchi & Saatchi

JWT Vietnam

Dentsu Vietnam

Leo Burnett/ M & T

Lowe Limited

%Golden Advertising

VAC

StormEye

Richard Moore Associates

75

73

54

23

FOREIGN ADVERTISING AGENCY AWARENESS LOCAL ADVERTISING AGENCY AWARENESS

72

68

57

57

55

43

Slide 5

Lowe Limited

Dentsu Alpha

Chuo Senko

Daiko Vietnam

Grey

BBDO

Hakuhodo - SAC

Draft FCB

Y & R Vietnam

Riverorchird

Hong Thuy

New D&N Advertising

DDB

365 Days Advertising

GAPIT

HAKI Advertising

21

20

18

10

7

4

43

39

37

28

20

17

16

12

11

7

%Good understanding of advertising objectives

Unique and creative idea

Insightful understanding of consumer and brand

Highly competent and professional staff

Show effectiveness and meet the objectives

Punctuality in execution

High ability to solve problems

87

87

82

81

75

71

67

It’s obvious that having a good understanding of the client’s advertising objective and creativity are the two mostimportant factors driving the ad agency choice.However, understanding consumer insights is also a very critical driver.

Drivers for choosing an advertising agency

Slide 6

High ability to solve problems

Responsive to client

Strategic and experienced management team

Flexible working style

Prestigious and recommended agency

Ability to provide full-package services

Ability to manage large-scale advertising campaign

Low price

Professional facilities

Multi-national agency

67

67

51

49

36

35

35

29

12

9

PR agency aided awareness

%59

47

42

39

39

31

27

26

Venus

Galaxy

Golden Event

Max Communications

Biz Tequila

T & A

AVC

Hong Thuy

Slide 7

26

23

21

19

13

11

9

9

Hong Thuy

Le Bros

Le Media

Starlit Media Group

Viet Communications

Pioneer

Awareness I.D

Vietgate

%83

82

78

67

57

Good understanding of PR objectives

Unique and creative PR strategy

Having good relationship with the press and government

Highly competent and professional staff

High ability to solve problems

Punctuality in execution

Apart from the basic requirements for a PR agency such as good objective understanding and creative PR strategy, thefact that the agency should have a good relationship with the press and government drives the client’s choice.

Driver for choosing a PR agency

Slide 8

54

54

46

46

31

27

24

8

5

Punctuality in execution

Strategic and crisis controlling ability

Ability to manage large-scale PR campaign

Responsive to client

Flexible working style

Prestigious and recommended agency

Low price

Professional facilities

Multi-national agency

Event and brand activation agency aided awareness

%Golden Event

Biz Tequila

Hong Thuy

AVC Marketing Communications

Max Communications

TCM

Gia Hoa

Focus

46

38

30

29

27

27

25

25

Slide 9

Focus

Galaxy

Starlit Media Group

Activate

MSV

3D Marcom

Le Bros

Le Media

25

21

21

16

16

15

14

13

%86

73

72

69

63

Unique and creative idea

Highly competent and professional staff

Good understanding of client’s need and expectation

Good management, limited issues

Having good relationship with government and news agency

Punctuality in execution

Good creativity gains the highest appreciation from the marketers and followed by the staff’s competence andprofessionalism to ensure flawless execution.

Drivers for choosing an event and brand activation agency

Slide 10

61

53

51

47

41

39

35

30

4

Punctuality in execution

Ability to manage large-scale event, campaign

Strict controllability and experienced management

Insightful understanding of Vietnam market

Responsive to client

Flexible working style

Low price

Prestigious and recommended agency

Multi-national agency

%

Advertising

Event, brand activation

PR

71

71

65

Advertising and activation remain the optimum; marketers use them most often.

Slide 11

Market research

Online marketing, digital marketing

53

52

Advertising31%

PR16%

Marketresearch

10%

It’s a good sign that marketers start focusing on marketing research to minimize the risks in product/branddevelopment and innovation as well as to ensure marketing campaigns gain the most effectiveness.

Advertising remains the biggest portion of the budget pie.

Marketing budget allocated

Slide 12

Advertising31%

Promotion24%

Event & brandactivation

19%

PR16%

73

66

57

Newspaper & magazines

Event and brand activation

TVC

%77

61

49

EFFECTIVE USE CURRENTLY WILL USE

55

63

55

In marketers’ perspective, effective media means include not only traditional mediachannels (TVC or print) but also other consumer touch points which offer a better directapproach to consumers (social network sites/ forum, office building, SMS…). They will usethese activities more in the future.

Slide 13

45

41

33

30

25

18

17

Social networking site, forum

Outdoor advertising

LCD in the building, taxi, etc.

Other sponsor

Game show, talk show, musicshow sponsor

SMS marketing

Radio

35

33

21

17

18

11

11

73

37

42

29

26

35

17

Newspaper and magazines most often read

%

Tuoi Tre

Marketing magazines

Sai Gon Tiep Thi

Thanh Nien

Tiep Thi & Gia Dinh

Kinh Te Sai Gon

Doanh Nhan Cuoi Tuan

84

65

61

58

58

42

39

Slide 14

Doanh Nhan Cuoi Tuan

Nhip Cau Dau Tu

Phong Cach

Thoi Trang Tre

Herworld

Ha Noi Moi

39

34

32

23

19

3

Websites most often accessed

%

Vnexpress.net

Google.com.vn (bao gồm gmail)

Yahoo.com (bao gồm Yahoo! Mail)

Facebook.com

Yahoo messenger

Tuoitreonline.com.vn

Dantri.com.vn

89

83

63

58

58

57

45

Slide 15

Dantri.com.vn

Ngoisao.net

Thanhnienonline.com.vn

Vietnamnet.vn

Zing.vn

Openshare.com.vn

Ttvnonline.com

45

43

36

31

23

16

7

Slide 16