Jessica Goodfellow
Jan 14, 2020

Hakuhodo launches expanded Vietnam agency

Hakuhodo wants to take advantage of a market experiencing "burgeoning digital business growth".

Emmanuel James Mangahas will lead the Vietnam agency as CEO
Emmanuel James Mangahas will lead the Vietnam agency as CEO

Hakuhodo is expanding its presence in Vietnam with the launch of a full-service digital agency, Hakuhodo Digital Vietnam, that will consolidate its two existing operations in the country along with its acquired local agency group Square Communications.

Japanʼs second largest advertising company has had a presence in Vietnam since 2001, when it established Hakuhodo & Saigon Advertising Co in Ho Chi Minh. A decade later it opened a second entity, Hakuhodo Vietnam Co. Both entities have both Ho Chi Minh City and Hanoi offices.

It expanded its footprint in the market in 2018 when it acquired the majority of the shares of Ho Chi Minh City-based Square Communications, an integrated marketing communications agency group operating in Vietnam and Myanmar.

Now it wants to "bolster this foundation" with the launch of a new, full-service digital agency that will provide a full suite of digital marketing services, from digital strategy planning and creative development to media planning, buying and content services. 

Hakuhodo Digital Vietnam, headquartered in Ho Chi Minh City, officially commenced operations this month. It is led by chief executive Emmanuel James Mangahas, formerly the digital director of Hakuhodo Group Vietnam.

“Hakuhodo Digital Vietnam aims to provide actionable and business-effective digital business solutions for clients leveraging deep insight into sei-katsu-sha (the consumer). With the advent of the completely digitalized society in Vietnam, we look forward to providing superior value as a member of the Hakuhodo Group," he commented.

The agency group noted that Vietnam continues to enjoy robust economic growth, with a GDP growth rate for January–September 2019 of 7%, leading to the rapid adoption of digital services.

"All this has seen unprecedented need for information dissemination and product promotion measures leveraging digital media," the agency noted in a release.

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