| In Creative Minds, we ask APAC creatives a long list of questions, from serious to silly, and ask them to pick 11 to answer. (Why 11? Just because.) Want to be featured? |
Name: Suong Nguyen
Origin: Ho Chi Minh City, Vietnam
Places lived/worked: Ho Chi Minh City, Vietnam
Pronouns: She/her
CV:
- Account executive, Grey Global Group, 2009–2012
- Senior account executive, Cheil Vietnam, 2013–2015
- Senior account manager, Yanlive, 2015–2017
- Account director, Grey Global Group, 2017–2020
- Founder & managing director, Bgency Vietnam, 2020–present
1. How did you end up being a creative?
I entered the creative field in a completely unexpected way. While out for a meal, I ran into the managing director of Grey Group, who was meeting with a client at the same place. Listening to their conversation, I gathered the courage to introduce myself and ask for an opportunity to intern and learn about the industry. At the time, I was a fresh graduate with no background in advertising, no real understanding of what advertising truly was, and sending applications everywhere just to find an office job. Three months later, Grey had an opening, and I was accepted as an intern. After six months, I officially became a full-time employee.
2. What's your favourite piece of work in your portfolio?
My very first project was for P&G's haircare brand, where I worked with the regional team to adapt global materials for the Vietnamese market and sourced local insights to collaborate effectively with the wider region.
My most recent project involved leading and coordinating my team to win the VIB 'Awaken Idle Money Flow' campaign (see above). We are a small agency, but we delivered a truly outstanding and memorable campaign.
3. What's your favourite piece of work created by someone else?
To celebrate the 80th anniversary of the August Revolution and the National Day of Vietnam, the Ho Chi Minh Communist Youth Union released the music video "Nhà tôi có treo một lá cờ." It is a deeply emotional piece that conveys national pride and a profound love for the homeland. I never realised that expressing patriotism could feel so simple yet so powerful, that something as familiar as hanging a flag could become such a meaningful symbol. The song captures that pride beautifully.
Government campaigns are often perceived as dry or formal, but this one was surprisingly moving and heartfelt.
4. What kind of student were you?
I was always observing everything around me. People often said I was cute and pleasant to be around. I didn’t study too much, but I paid attention to the things that inspired me.
5. Who do you most admire?
I deeply admire my mentors, the people who guided me from my very first day in this industry. Each one has shaped a different milestone in my journey. One of them has already passed away, leaving behind a legacy that continues to inspire me. Right after them are my team members, the colleagues who have walked alongside me at this agency. They matter deeply to me because without them, there would be no creative fire, no growth, and no version of who I am today.
6. Who’s on your dream dinner guest list?
I want to have dinner with influential figures in Vietnam, to learn from them and exchange business perspectives. The moment I can sit at the table and discuss business with them is the moment I will consider myself truly successful.
7. What career did you think you'd have when you were a kid?
I always thought I would become a flight attendant.
8. Do you work best under pressure or when things are calm?
I work best under pressure. When deadlines are close and expectations are high, I feel more focused, energised, and motivated to deliver my best.
9. What advice would you give to 10-year-old you, if you could?
Read more books to find inspiration. Observe the world around you and nurture your curiosity. Travel more to experience life. Be talkative and funny, it makes life more colourful.
10. How would your co-workers describe you?
Someone who makes clear, decisive decisions, always offers solutions, works with passion, and pays close attention to everything happening around her.
11. What food can you not live without?
I can’t live without Vietnamese cuisine.
Source: Campaign Asia-Pacific
