Bates141 - the incumbent agency - will not be contesting the review.
Grey, Dentsu, Leo Burnett, Chuo Senko and the newly-launched agency Red Brand Builders lined up for a pitch late last month. Events company The Edge is believed to have pulled out of the pitch at the first round of presentations.
Grey, Dentsu, Leo Burnett, Chuo Senko and the newly-launched agency Red Brand Builders lined up for a pitch late last month. Events company The Edge is believed to have pulled out of the pitch at the first round of presentations.
The brief is expected to focus on building brand equity through activation projects such as roadshows and encouraging more Vietnamese to trial the car.
Honda Civic, which launched in Vietnam in 2006, is the third biggest selling mid-sized car in the country after the Toyota Camry and Toyota Innova. The marque also competes with the Ford Everest, Toyota Vios, Daewoo Mitz and the Mitsubishi Jolie.
However, Vietnam’s car market remains open to increased competition. The penetration of cars in Vietnam is still very low. While in the Japan and Malaysia there are more than 400 cars per thousand of the population, in Vietnam there are just eight. Around 60,000 units are sold each year in Vietnam compared to around 5,000 in 1996, and there are now 700,000 registered vehicles on the roads in Vietnam.
Poor roads, second-hand car imports and an underdeveloped car part industry has hindered the growth of the market up to now.
