Lowe Vietnam boosts BTL offering

Lowe Vietnam has launched a specialist marketing communications unit, Lowe Activation, to focus on below-the-line efforts for its clients. <BR><BR> The specialist unit will operate within the main Lowe Vietnam agency, which currently handles clients such as Unilever, Johnson & Johnson and Coca-Cola. <BR><BR> "Television is and will be miles ahead when it comes to rapid message deployment, and therefore will remain the primary brand-building channel for a long time in an emerging market like Vietnam," said Lowe Vietnam managing director Sabyasachi Mishra (pictured). <BR><BR> "At the same time, some below-the-line tools will become highly viable in this country: one-to-one marketing, on-ground experience, digital."