Tasked to drive digital innovation for the agency and to strengthen its overall integrated offering in Vietnam, the new team will be supported by digital producer Guilherme Tonon, content manager Julian Brzoska and social media strategist Hanh Tran.
Neil Hudspeth, chief digital officer, Leo Burnett Asia-Pacific, said digital will increasingly be a key driver to help achieve the agency’s commitment to growth.
“Regionally, we will continue to support our rapid development in Vietnam, where consumers are embracing mobile and social with passion and creativity,” Hudspeth said. “The challenge is to monetise these and other digital channels for our clients and encourage authentic participation.”
Bayona-Garcia will lead the team in understanding consumer behaviour is central to all digital and innovative solutions for brands. She has more than nine years of experience in integrated campaign planning and consumer engagement through non-traditional media, head of digital and innovations
Bayona-Garcia has worked with various FMCG, automobile, financial services, spirits and tobacco brands in her past six years in Vietnam. One of the digital-led campaigns she piloted was the Tiger Beer Blue Christmas initiative, which recently won silver at The Appies .
With more than six years of experience in digital marketing in Brazil, Tonon specialises in innovative solutions that help support the full integration of digital media.
Meanwhile, Brzoska has previously worked with Youngers PL, OOH/ambient agency, which specialises in installing innovative ambient technologies for brands like Nike, Coca-Cola and Orange. His recently produced viral movies for IKEA, Mercedes and TVN were awarded during independent competitions and festivals in Poland.
Tran has spent three years in account management for Leo Burnett, working with a diverse range of brands, before joining the digital innovations team,
Lukasz Roszczyc, managing director of Leo Burnett Vietnam, said its investment in talent and training will ensure the agency has access to the latest thinking from the digital frontline.
“The opportunities within Vietnam are tremendous and as an agency we want to ensure that we are in the best possible position to leverage these,” he said.