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CREDENTIALS

2013
Copyright © 2013 PIONEER COMMUNICATIONS & MARKETING, All

Rights Reserved
CONTENT
WHO WE ARE
SCOPE OF SERVICES
OUR CLIENTS
SUCCESS STORIES
CONTACT US
WHO WE ARE

We are:


Experienced in providing marketing communications
solutions to clients nationwide (for more than 9 years)



Strategic planners and providers of tailored quality services



Goal oriented, reliable and dedicated



Strong team of highly experienced and professional people
working in diverse industries



Active in both economic hubs: Hanoi and HCMC
LEADERSHIP
TEAM

DO HOAI ANH

PHAM THANH HOA

LE THUY

Founder
Managing Director

Associate Account Director

Associate Account Director

Hoai Anh has had a 15-year career in public
relations. A former Vietnam Investment
Review
journalist
and
corporate
communications manager for Ford Motor
Company and British American Tobacco,
Hoai Anh holds a Diploma in Business
Management from Henley Management
College, UK, and a B.A from the Hanoi
University for Foreign Studies

Hoa has 10 years experience in the PR
business. She is a former reporter of Hanoi
Radio & Television (HTV) and Public
Relations Executive of Vietnam Overseas
Business Club. An accomplished PR
tactician, Hoa has contributed to the
success of a large number of PR campaigns
for major corporate clients, such as
Microsoft,
Vietnamobile,
Huawei,
Ericsson, Citibank, TNT Express, MTS
Group, Abbott, ACCA, ACE Life, among
others

Thuy has six years marketing communications
experience. Her client service covers wellknown enterprises such as Unilever, Adidas,
Isuzu Vietnam, Martell Pernod Ricard, MJ
Group etc. With an MBA from the University of
Wales, and ample knowledge of IMC practice in
Vietnam, Thuy has helped her clients to
develop and implement effective PR and Digital
Marketing campaigns to build emotional
connections between brands and target
audiences.
PIONEER
TEAM

DAVE LEMKE
NGUYEN HUYEN TRANG

PHAN THANH BINH

Account Manager

Editor

Account Manager

Experienced and skilled PR/marketing and
customer service management. Trang has
handled successfully many public relations and
below-the-line marketing programs for both
international and local organizations such as
HSBC, IBM, Toyota, Lien Viet Bank, FPT. Notable
campaigns include Toyota Go Green, IBM Tech
Expo, HSBC Year End Party, FPT & SAP Asia Pacific
& Japan Quarter Business Review (QBR). Trang
gained a Bachelor’s Degree in Foreign Economics
from Hanoi Foreign Trade University and is
following an CFVG MBA English,

With more than 13 years experience as a
journalist and communications professional,
Binh has a wealth of talent, a contact book of
more than 250 news reporters nation-wide,
and an in-depth knowledge of the local media
landscape. This has enabled her to successfully
manage communication campaigns for
prominent corporations such as VNPT, Tinhvan
Group, Mobifone and FFI Vietnam Program.

Dave Lemke graduated, with honors, from
Carleton University in Ottawa, Canada, with a
degree in English Literature. Besides his 4 years
editing TV and film scripts at VTV4, Dave has
been contracted as a language editor by PVEP,
PetroVietnam, TH True Milk, VIN Group etc.
SCOPE OF
SERVICES
Community
Relations

Event &
Activation

Media Relations

Corporate & Brand
Communications
Consultancy

Digital & Social Media
Marketing

Government
Relations

Issue Management
& Crisis Communications
OUR
APPROACH
TO PR

Centred on
stakeholders

Proactive in building
a national network
with the mass media

Help companies
and products reach
customers on an
emotional level

Enhance value of
clients’ brands and
relationships with
key stakeholders

Ensure credibility
and reputation
remain foundation
of corporate
success

Communications are all about building a long-term relationship
with company stakeholders
STRATEGIC
COMMUNICATIONS
PYRAMID

Communications
Programs
Messaging

Communications Strategies, Tactics

Stakeholder Analysis
Communications Objectives
OUR CLIENTS
…………………………………………………………………

…………………………………………………………………

…………………………………………………………………

…………………………………………………………………

Finance/Banking/
Insurance

…………………………………………………………………

ICT

………………………………………………………………………………………………………………………

………………………………………………………………………………………………………………………
FMCG

Government

NFG
………………………………………………………………………………………………………………………
………………………………………………………………………………………………………………………

Others

………………………………………………………………………………………………………………………
CORPORATE & BRAND COMMUNICATIONS
TRULY
Understanding. Engaging. Loyal
CASE STUDY

Abbott Nutrition’s acquisition
of 3A Nutrition

Background
In August 2012, after 18 years of trusted partnership, Abbott Nutrition decided
to acquire 3A Nutrition, its exclusive distributor in Vietnam. This process was
strategically planned and communicated to AN’s stakeholders in Vietnam.
Strategic consultancy
Position the acquisition as a mutual agreement/partnership between Abbott
Nutrition & 3A
This is the right time for the acquisition to take place
+ For Abbott: Emerging market presence; Vietnam a key market.
+ For 3A: Opportunity to take the business to the next level
Deliverables
 Exclusive interviews with top executives of Abbott Nutrition
International and 3A
 In-depth feature articles by leading economic and business
media
 Follow-up news reports after the acquisition
CASE STUDY

Corporate brand building

The challenge
When ACCA first established its presence in
Vietnam in 2003, ACCA brand name was little
known.
Strategic consultancy
To position ACCA as a strategic partner of
Vietnam’s Accounting and Audit Industry
Deliverables
An ACCA degree is now regarded as a “musthave” qualification for auditors and accounting
professionals. ACCA has become closely
associated with the development of Vietnam’s
accounting industry
CASE STUDY

The Issue

Strategic Solutions

MICROSOFT - Fighting software piracy

Ever since Microsoft established its presence in Vietnam in 1997, software piracy has been
identified as the biggest industry and market challenge to growth. Starting in 2004, Microsoft
began to work more proactively with the VN Government to increase awareness of software
piracy & lower the software piracy rate – the highest in the world at 92 %

• Strategic media relations campaigns aimed at policy-makers, IPR law
enforcement authorities, IT channels and end-users
• Garner support from Government, policy-makers & IT professionals

Deliverables

• Leveraged media coverage on numerous inspections by software copyright enforcement
authorities ; indirectly contributed to building a more effective legal framework

• More effective piracy enforcement and awareness lead to a much more successful business
CASE STUDY

Corporate brand building
The challenge
•
•
•
•

New network that was working hard to earn the trust of its target: young consumers
Market dominated by Vinaphone, Mobifone and Viettel
Negative impression from the HT Mobile era
Goal to position V// as dynamic, young, creative and customer-focused

Strategic consultancy
• Improve the relationship of V// with media: Media Day, Thank You Parties, New Year
• Build V// Brand as dynamic, young, creative and customer-oriented with integrated
marketing solutions (traditional PR, Digital, Activation)
• Manage negative articles on V//, engage media in affecting policy change
Deliverables
• V// is now the 4th largest mobile operator
• Closed the gap between V// and the 3 giants in consumers and media perception
• Strengthened the position of V// as the best on-net mobile operator
CASE STUDY

Background

The challenge

Objectives

Corporate Brand Building
GreenFeed (GF) is ranked fourth among animal feed companies in Vietnam. Starting its
operation in 2003, GF has expanded to 5 branches in Vietnam & Cambodia.

GF had no strategic communications plan to support their business objectives. The
company brand name was barely known in the public arena.
• To increase awareness of the GreenFeed brand among key stakeholders, ranging from
investors and business partners to farmers, the public, media and employees.
• To raise GreenFeed’s position in the animal feed market

Strategic Solutions
Putting CSR at the center of
brand building and using
PR as the primary tool

External
communications

+

CSR Program

+

Internal
Internal
communications

Communicati
ons
CASE STUDY

Tactics

Corporate Brand Building
Initiating and implementing CSR program
“Funding needy farmers to help their children go to school”
In partnership with Tuoi Tre newspaper
•
Event: GALA for fundraising
•
CSR film broadcast on national and provincial TV channels
•
Featured articles in print and online media
•
Granting scholarships to good students

Topics for external communications:
•
GF and its active role in creating a clean, safe and
sustainable food chain
•
High quality PIC pig semen and tra fish breeding and
their benefits to farmers
•
GF aims at sustainable growth in Vietnam, with a
strategic vision and mission
•
GF is always a reliable partner, accompanying the
local community

Internal communications
In-house newsletter: “GreenFeed news”

•

External communications
•
•

Print & Online media
Corporate video
CASE STUDY:

The Issue

Multi-Pronged
Strategy

Software copyright education & enforcement

Inadequate legal frameworks on IPR coupled with weak enforcement are some of the key
issues identified by BSA|The Software Alliance in the interest of industry development and its
members

•
•
•
•
•

Deliverables

Leverage media coverage of newly introduced legislation in
regards to IPR
Use PR to leverage enforcement activities
Promote Software license compliance
Emphasize to the export sector that compliance is an
imperative, especially for exporters to the U.S. market
Continuous public and stakeholder-focused education

Strengthen IPR law enforcement
Leverage enactment of Government Decree No. 47 and
impose maximum administrative fines of up to VND500 million ($25,000)
Vietnam’s piracy rate is on an obvious downward trend, dropping from 92% in 2004 to 81% in
2011
•
•
CASE STUDY

European Trade Policy & Investment
Support

Background
• Euro16 million project contributed by the EU and VN Government
• Aim to further Vietnam’s integration into the global, ASEAN and
sub-regional trading systems and enhance EU-Vietnam trade and
investment relations for Vietnam’s economic development
• Designed to support MOIT in facilitating sustainable international
trade and investment through improved capacity for policy
making, policy consultation

Deliverables
80 news & feature articles in leading print & online media

10 news items and documentaries on VTV1, VTV9
CASE STUDY

Background

Golden Opportunities for Strategic
Partners
• The largest-ever Italian business mission to Vietnam over
the past 20 years occurred in 2008. Over 1800 businessmatching meetings (B2B) were held between Italian and
Vietnamese companies, in both Hanoi and HCMC.
• Pioneer was the exclusive PR agency and contact
point for Government relations

Deputy Prime Minister
Pham Gia Khiem
CASE STUDY

Golden Opportunities for Strategic
Partners

Deliverables
• Multi communication channels: Print media, TV, Radio, Webcast,
advertising
• Over 80 news stories and feature articles and exclusive interviews in all
leading publications
• 8 TV reports
• 20 advertorials in 14 major print newspapers
CASE STUDY

Joint Venture between Alstom
and EVN
Background
Alstom is a global leader in power generation, power transmission
and rail infrastructure, setting benchmarks for innovative and
environmentally friendly technologies.
Alstom and EVN signed a JV with Phu My Thermal Power
Company on 18 May 2012. The signing ceremony was attended
by Vice Prime Minister Hoang Trung Hai.

Deliverables
52 news and feature articles in leading print and online media
2 TV items
CASE STUDY

CitiGroup’s direct custody services

Objectives
Positioning Citigroup as a world leading financial
institution
• Highlighting Citigroup’s world-class services to
corporate clients in Vietnam
CASE STUDY

CitiGroup’s direct investment
online

• Highlight the two Internet Banking channels to serve

customers in Vietnam : Citibank® Online Investments and
CitiConnectSM web-enabled Financial Services.
• Communicate Citi’s commitment to improving

Vietnam’s financial and banking infrastructure and
services
CASE STUDY

CORPORATE
level

TH Milk’s True Story
Position TH as a pioneering local company in
producing high quality fresh milk for local consumers
• Raise the bar in the liquid milk industry
• Appeal to the government for policy change and
market transparency and to issue industry standards
in the interest of local consumers

TRUE FARM, TRUE COWS,
TRULY FRESH MILK

Launching of an entirely new product
category of fresh milk

PRODUCT
level
CASE STUDY

TH true MILK - Launching new product
categories

Background
In October 2012, TH True Milk launched three new products with
Collagen, Calcium and Phytosterol supplements.
These are considered pioneering products in the market of fresh milk.
The launch was an important page in TH’s true story: true farm, true
cows, truly fresh milk.

Deliverables

47 news reports and
56 feature articles in
leading print and online media
DIGITAL
&

SOCIAL MEDIA

“

”
CASE STUDY

Discover 7 Kinds of SMART for Kid
Background

Mixxo whey is
imported from
Federal Republic of
Germany by Nhat
Lam Company

Message

Discover 7 Kinds
of SMART

Execution Channel
Created Facebook fan page
FB Hot Profiles
FB Game Application
Forum Seeding
SEO
PR Articles

Results

PR Views – 1.500.000
Fan – 30.000
FB Fan Page: 28.810 likes
& 2,890 interactions
CASE STUDY

Digital PR campaign
Background
GOODYEAR is a US manufacturer of car tires with 114 years of experience
worldwide. It is the leading tire brand in the US.

However in Vietnam, the perception of GOODYEAR is negative, especially on
forums.
In 2012, Pioneer proposed a comprehensive digital marketing plan for
GOODYEAR, to highlight its innovation values, change customer perceptions
and, eventually, strengthen the corporate brand.
Deliverables
•
•
•

Broadcast news about GOODYEAR & products in print & online media
Social networking: build influencer teams on forums to improve the
public’s perception of GOODYEAR products
GOODYEAR fanpage, online contests on Facebook & forums
CASE STUDY

Digital PR campaign
Forum

KPI

Print and Online

• Otofun, Otosaigon, Otoxuyenviet
• 8 key influencers
• 1534 comments & 90,034 views

KPI

Facebook
KPI

•More than 14,000 fans like GOOYEAR
VN Fanpage
•Fan category: Male (70%) & Female
(30%) aged from 25 living in big cities
• 3 online contests

•News in 15 leading
print and online media

SEO

KPI

• Upgrade key words ranking
to top 10, Google Vietnam
• 20 times increase in website
& microsite traffic
29
CASE STUDY

VIETNAMOBILE’S UNEXPECTED ADVANTAGE
Background
V// aims to reach out to young customers. Pioneer proposed
using social media to increase awareness of the V// brand
among students and young people and keep them updated
on various promotions. Social media also served as an
effective tool to help V// interact with customers,

Message
“Unexpected advantage”
Execution Channel

Created V// Facebook fan page
PR Articles
Forum Seeding
Deliverables
Within 2 weeks: generated more than 1000 fans and 600
posts in every agreed social channel, attracting thousands
of comments and attention.
PR- 20,000 views within 2 weeks
CASE STUDY:

IZZI MILK

IZZI S+ milk launching

Background
The company was recovering from the legacy of
the melamine crisis in 2009
Izzi was positioned as a dairy product for children

The challenge
A local player with limited market share,
mainly in the provinces
The brand faces strong competition from the
20 + of Dutch Lady and ADM + of Vinamilk
Love ‘n' Farm of Bavimilk is emerging as a
new aggressive competitor in the Northern
market.
Strategic solutions
Renew Izzi by introducing the S+ formula in an effort to capture the
key target market of Hanoi
Build up a IZZI world with activities for children, held at 48 northern

points.
Tactics

Implement an extensive communications campaign to raise
awareness of mothers about nutrition (formula S +) and proper

• Facebook Fanpage
• Subbox and Forum seeding via
webtretho and lamchame
• Digital PR on e-news channels
popular among targeted parents
• Microsite

parenting (Izzi world), with the message “Mums trust kids’ love”.
EVENT MANAGEMENT
“turning creative ideas into flawless execution”
CASE STUDY

Background

ABBOTT CITIZENSHIP REPORT LAUNCH
In Nov 2013, Abbott announced the release of its first Citizenship
Report in Vietnam. All the community outreach and support
programs have recently been summarized in the 1st edition of this
Citizenship Report.

Key
message

Reaffirm a long-term commitment to enhancing access to better
healthcare for Vietnamese people

Event
Highlights

Vice Minister of Health had a positive speech that highly approciates
Abbott’s contributions in Vietnam.
Gain attention from media

Deliverables

27 coverages
10 features via broadcast, print
and online media
CASE STUDY

ITALY WINE TASTING
Background

In October 2013, Tuscana Promozone, in corporation with Siena
Chamber of Commerce launched the 3rd Italian Wine Tasting
Event.
The trade promotional event not only opened the doors to
lucrative business opportunities for enterprises in wine industry of
both Vietnam and Italy but also announced the long-term
partnership between Italian Wine Association and Saigon Tourist
in Oct 2013.
Theme

Deliverables

TUSACANY – A LAND OF WINE

Over 150 guests, including of 24 Italian
wine markers, VIP from Italian
Embassy, Wine importers from
Vietnam.
CASE STUDY

ACE eSMART Launch

Background
In July 2013, ACE Life Insurance Co introduced the
eSMART (Electronics Sales Management and
Recruitment Tool) to its agents.
The Pioneer team was appointed to prepare a
creative product launch event and PR plan for
ACE eSMART.
Concept
eSMART - REVOLUTIONARY
Deliverables

Feature articles, Executive interviews, TV news
Total outcome: 48 media reports
CASE STUDY

International Milk Conference

Background
In Nov 2012, TH and NIN jointly organized an
International Milk Conferences in Hanoi and HCMC
with the attendance of many foreign experts in the
nutrition industry.
The objective was to provide in-depth knowledge
about milk and discuss specific issues such as milk use
trends, milk material sources and functions of fresh
milk.

Deliverables
60 news articles
50 feature stories in leading print and online media
9 news items on leading TV channels: VTV1, VTC1,
HTV1, FBNC, Info TV…
CASE STUDY

Grand Opening of TNT Hanoi
operation center

Background
In October 2010, TNT , one of the leading express companies, launched
its Integrated Air and Road Hub at TNT’s Operations Centre – North.
The 3,200sq m state-of-the-art facility was designed to handle heavy
freight as part of TNT’s strategy to meet the soaring demand for freight
express services in Vietnam, SEA and Europe.

Theme

Deliverables

BIG IN FREIGHT

8 feature articles in leading industry and
economic media
2 exclusive interviews

2 TV news items: on VTV1, Hanoi TV
CASE STUDY

GreenFeed Big Bang

Background

Concept

In December 2009, GreenFeed appointed Pioneeer to develop the
concept and organize a Tet party, which was also to serve as a
kick-off for GreenFeed’s BIGBANG program

Get rich together

Deliverables
Over 500 guests, including GreenFeed staff, leadership team,
partners and agents, joined the exciting event in Ben Luc town,
Long An province
CASE STUDY

ACE Life Grand Opening Ceremony
& Press Conference
Background

Objectives

Deliverables

ACE Life Vietnam is part of the ACE Group, one of the world’s largest
multiline property and casualty insurers, operating in 53 countries.

• Organize a press conference for the opening of ACE Life Branch in Hanoi
• Build a close relationship between ACE Life and the media
• Strengthen ACE Life’s commitment to the local life insurance market
• ACE Life’s Opening ceremony was featured in several leading
publications and featured in news on VTV, Hanoi TV.
• Highlighting ACE Life’s outstanding success in 2006 despite unfavorable
conditions in Vietnam’s insurance industry
• Creating a comparative advantage for ACE Life
• ACE Life gains firm share of Vietnam’s life insurance market
ISSUE & CRISIS
MANAGEMENT
CASE STUDY

Abbott under media attack

Background
Abbott is one of the top international nutrition
companies in VN with an impressive business record.
However, the prestigious organization is under media
attack regarding its milk price or quality-related
issues or due to other unexpected events.
The challenge
A negative media campaign had been deliberately
planned and launched against Abbott by the
competition to undermine consumer trust in the
Abbott brand and eventually hurt its sales.
CASE STUDY

Abbott under media attack

Strategic Solutions

SHORT
TERM
PLAN

• Recommend a low key, informal
approach
• Stop the spread of negative
coverage via influence with the
media
• Enable stakeholders to understand
the essence of the crisis

LONG
TERM
PLAN

• Assist Abbott to build a solid
positive work relationship with the
media
• Build a corporate reputation
through a stakeholder engagement
strategy

Deliverables
Block negative coverage; generate positive editorials on
Abbott in leading print and online publications and TV.
Keeping the media informed
• Succeed in building a good relationship with the
media.
• Arrange a Media visit to Factory and R&D Center in
Singapore
• Ensure a positive Abbott image appears in leading
tier 1 media.
Gain credibility and trust from stakeholders, especially
consumers, media
Explain clearly that this unfounded rumor was spread by the
competition and demonstrate there is no bug in Abbott milk
CASE STUDY

Nhom Mua website down!
Background

Nhom Mua, a leading group buying website in Vietnam,
suspended its business at the end of December 2012 due
to internal matters.
Many merchants rejected NM vouchers, causing
widespread concern and anxiety among customers.
Negative media reports adversely affected consumers’
trust in NM and its fledgling industry.
Strategic solutions
Media: Release news about Nhom Mua’s resumption
of normal operations and the re-activation of its
vouchers.
Social networking: Use hot bloggers, well -known
Facebook fan pages and groups to disseminate
positive information about NM
CASE STUDY

Rescue
Pioneer credential aug 2013.pptx2
CASE STUDY

Background

The challenge

Objectives

Corporate Brand Building
GreenFeed (GF) is ranked fourth among animal feed companies in Vietnam. Starting its
operation in 2003, GF has expanded to 5 branches in Vietnam & Cambodia.

GF had no strategic communications plan to support their business objectives. The
company brand name was barely known in the public arena.
• To increase awareness of the GreenFeed brand among key stakeholders, ranging from
investors and business partners to farmers, the public, media and employees.
• To raise GreenFeed’s position in the animal feed market

Strategic Solutions
Putting CSR at the center of
brand building and using
PR as the primary tool

External
communications

+

CSR Program

+

Internal
Internal
communications

Communicati
ons
CASE STUDY

Tactics

Corporate Brand Building
Initiating and implementing CSR program
“Funding needy farmers to help their children go to school”
In partnership with Tuoi Tre newspaper
•
Event: GALA for fundraising
•
CSR film broadcast on national and provincial TV channels
•
Featured articles in print and online media
•
Granting scholarships to good students

Topics for external communications:
•
GF and its active role in creating a clean, safe and
sustainable food chain
•
High quality PIC pig semen and tra fish breeding and
their benefits to farmers
•
GF aims at sustainable growth in Vietnam, with a
strategic vision and mission
•
GF is always a reliable partner, accompanying the
local community

Internal communications
In-house newsletter: “GreenFeed news”

•

External communications
•
•

Print & Online media
Corporate video
CASE STUDY

CSR : Funding needy farmers to
help their children go to school
Background

• Starting in Dec 2010, the program aims to help poor farmer
households to rise from poverty and give their children the
best education possible, nurturing them as future talents.
• The first period (2010-2012) provided over VND3 billion to 240
needy farming households in 4 provinces as well as
scholarships worth over VND200 million to students with good
academic results.
• The second period (2012-2014) funds VND10 billion to 480
selected farming households in 8 other provinces across
Vietnam.

Deliverables

• Raising VND3 billion from business partners, customers and GF
staff
• The CSR program becomes the exclusive brand of GreenFeed

• Increase popularity and media awareness of the GreenFeed
brand
Pioneer is the exclusive PR agency designing the CSR program that connects GreenFeed with Tuoi Tre
newspaper, Farmers’ Association and other stakeholders.
CASE STUDY

AFINS - Abbott Fund Institute of Nutrition
Science Mid-term Review Conference

Background

• The Abbott Fund and the Global Heath Collaborative at Boston University School of Medicine
joined Bach Mai hospital, NIN and Hanoi Medical University in sharing updates on the progress
and results to date for the Abbott Fund Institute of Nutrition Science (AFINS) on 7 November,
2012.
• AFINS is the first program of its kind in the country to advance clinical nutrition with US$3.8 million
support from the Abbott Fund.

Deliverables

• 50 news and 9 feature articles in leading print & online
media

• News items on VTV1 & O2TV
• Exclusive interview in the Việt Nam News
Pioneer credential aug 2013.pptx2
CASE STUDY

Vietnam Day In Sweden
Background

Queen Sylvia of
Sweden

• The biggest PR project ever undertaken by an international Company in Vietnam.
Comvik International was the exclusive sponsor.
• The participation of Deputy Prime Minister, Deputy Ministers and other senior
government officers and enterprises

Deputy PM Vu Khoan

• Pioneer Communications was the exclusive PR agency and the key contact point for
Government relations
Theme
Deliverables

Vietnam Day in Sweden, Stockholm
Over 130 news stories & feature articles in all leading publications
- 12 TV reports and programs on VTV, Hanoi TV and HTV
- 2 live broadcast shows on Swedish TV channels
 Hanoi Office:
Unit 702B, 7th Fl., Vietnam News Agency Bld.
11 Tran Hung Dao St., Hoan Kiem Dist.
Tel: +84 4 39454398, Fax: +84 4 3 9454399
• Contact person: Do Hoai Anh
Tel: 0924330836 ; email: hoaianh.do@pioneervn.com
 Ho Chi Minh Office:
8th Fl., Tuan Minh Bld.
90 - 92 Le Thi Rieng St., Dist. 1
Tel: +84 8 3925 0465, Fax: +84 8 3 9250469
• Contact person: Le Thuy
Tel: 0902638977 ; Email: thuy.le@pioneervn.com

CONTACT US

www.pioneerpr.vn | www.pioneervn.com

Thank you!

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Pioneer credential aug 2013.pptx2

  • 1. CREDENTIALS 2013 Copyright © 2013 PIONEER COMMUNICATIONS & MARKETING, All Rights Reserved
  • 2. CONTENT WHO WE ARE SCOPE OF SERVICES OUR CLIENTS SUCCESS STORIES CONTACT US
  • 3. WHO WE ARE We are:  Experienced in providing marketing communications solutions to clients nationwide (for more than 9 years)  Strategic planners and providers of tailored quality services  Goal oriented, reliable and dedicated  Strong team of highly experienced and professional people working in diverse industries  Active in both economic hubs: Hanoi and HCMC
  • 4. LEADERSHIP TEAM DO HOAI ANH PHAM THANH HOA LE THUY Founder Managing Director Associate Account Director Associate Account Director Hoai Anh has had a 15-year career in public relations. A former Vietnam Investment Review journalist and corporate communications manager for Ford Motor Company and British American Tobacco, Hoai Anh holds a Diploma in Business Management from Henley Management College, UK, and a B.A from the Hanoi University for Foreign Studies Hoa has 10 years experience in the PR business. She is a former reporter of Hanoi Radio & Television (HTV) and Public Relations Executive of Vietnam Overseas Business Club. An accomplished PR tactician, Hoa has contributed to the success of a large number of PR campaigns for major corporate clients, such as Microsoft, Vietnamobile, Huawei, Ericsson, Citibank, TNT Express, MTS Group, Abbott, ACCA, ACE Life, among others Thuy has six years marketing communications experience. Her client service covers wellknown enterprises such as Unilever, Adidas, Isuzu Vietnam, Martell Pernod Ricard, MJ Group etc. With an MBA from the University of Wales, and ample knowledge of IMC practice in Vietnam, Thuy has helped her clients to develop and implement effective PR and Digital Marketing campaigns to build emotional connections between brands and target audiences.
  • 5. PIONEER TEAM DAVE LEMKE NGUYEN HUYEN TRANG PHAN THANH BINH Account Manager Editor Account Manager Experienced and skilled PR/marketing and customer service management. Trang has handled successfully many public relations and below-the-line marketing programs for both international and local organizations such as HSBC, IBM, Toyota, Lien Viet Bank, FPT. Notable campaigns include Toyota Go Green, IBM Tech Expo, HSBC Year End Party, FPT & SAP Asia Pacific & Japan Quarter Business Review (QBR). Trang gained a Bachelor’s Degree in Foreign Economics from Hanoi Foreign Trade University and is following an CFVG MBA English, With more than 13 years experience as a journalist and communications professional, Binh has a wealth of talent, a contact book of more than 250 news reporters nation-wide, and an in-depth knowledge of the local media landscape. This has enabled her to successfully manage communication campaigns for prominent corporations such as VNPT, Tinhvan Group, Mobifone and FFI Vietnam Program. Dave Lemke graduated, with honors, from Carleton University in Ottawa, Canada, with a degree in English Literature. Besides his 4 years editing TV and film scripts at VTV4, Dave has been contracted as a language editor by PVEP, PetroVietnam, TH True Milk, VIN Group etc.
  • 6. SCOPE OF SERVICES Community Relations Event & Activation Media Relations Corporate & Brand Communications Consultancy Digital & Social Media Marketing Government Relations Issue Management & Crisis Communications
  • 7. OUR APPROACH TO PR Centred on stakeholders Proactive in building a national network with the mass media Help companies and products reach customers on an emotional level Enhance value of clients’ brands and relationships with key stakeholders Ensure credibility and reputation remain foundation of corporate success Communications are all about building a long-term relationship with company stakeholders
  • 9. OUR CLIENTS ………………………………………………………………… ………………………………………………………………… ………………………………………………………………… ………………………………………………………………… Finance/Banking/ Insurance ………………………………………………………………… ICT ……………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………… FMCG Government NFG ……………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………… Others ………………………………………………………………………………………………………………………
  • 10. CORPORATE & BRAND COMMUNICATIONS TRULY Understanding. Engaging. Loyal
  • 11. CASE STUDY Abbott Nutrition’s acquisition of 3A Nutrition Background In August 2012, after 18 years of trusted partnership, Abbott Nutrition decided to acquire 3A Nutrition, its exclusive distributor in Vietnam. This process was strategically planned and communicated to AN’s stakeholders in Vietnam. Strategic consultancy Position the acquisition as a mutual agreement/partnership between Abbott Nutrition & 3A This is the right time for the acquisition to take place + For Abbott: Emerging market presence; Vietnam a key market. + For 3A: Opportunity to take the business to the next level Deliverables  Exclusive interviews with top executives of Abbott Nutrition International and 3A  In-depth feature articles by leading economic and business media  Follow-up news reports after the acquisition
  • 12. CASE STUDY Corporate brand building The challenge When ACCA first established its presence in Vietnam in 2003, ACCA brand name was little known. Strategic consultancy To position ACCA as a strategic partner of Vietnam’s Accounting and Audit Industry Deliverables An ACCA degree is now regarded as a “musthave” qualification for auditors and accounting professionals. ACCA has become closely associated with the development of Vietnam’s accounting industry
  • 13. CASE STUDY The Issue Strategic Solutions MICROSOFT - Fighting software piracy Ever since Microsoft established its presence in Vietnam in 1997, software piracy has been identified as the biggest industry and market challenge to growth. Starting in 2004, Microsoft began to work more proactively with the VN Government to increase awareness of software piracy & lower the software piracy rate – the highest in the world at 92 % • Strategic media relations campaigns aimed at policy-makers, IPR law enforcement authorities, IT channels and end-users • Garner support from Government, policy-makers & IT professionals Deliverables • Leveraged media coverage on numerous inspections by software copyright enforcement authorities ; indirectly contributed to building a more effective legal framework • More effective piracy enforcement and awareness lead to a much more successful business
  • 14. CASE STUDY Corporate brand building The challenge • • • • New network that was working hard to earn the trust of its target: young consumers Market dominated by Vinaphone, Mobifone and Viettel Negative impression from the HT Mobile era Goal to position V// as dynamic, young, creative and customer-focused Strategic consultancy • Improve the relationship of V// with media: Media Day, Thank You Parties, New Year • Build V// Brand as dynamic, young, creative and customer-oriented with integrated marketing solutions (traditional PR, Digital, Activation) • Manage negative articles on V//, engage media in affecting policy change Deliverables • V// is now the 4th largest mobile operator • Closed the gap between V// and the 3 giants in consumers and media perception • Strengthened the position of V// as the best on-net mobile operator
  • 15. CASE STUDY Background The challenge Objectives Corporate Brand Building GreenFeed (GF) is ranked fourth among animal feed companies in Vietnam. Starting its operation in 2003, GF has expanded to 5 branches in Vietnam & Cambodia. GF had no strategic communications plan to support their business objectives. The company brand name was barely known in the public arena. • To increase awareness of the GreenFeed brand among key stakeholders, ranging from investors and business partners to farmers, the public, media and employees. • To raise GreenFeed’s position in the animal feed market Strategic Solutions Putting CSR at the center of brand building and using PR as the primary tool External communications + CSR Program + Internal Internal communications Communicati ons
  • 16. CASE STUDY Tactics Corporate Brand Building Initiating and implementing CSR program “Funding needy farmers to help their children go to school” In partnership with Tuoi Tre newspaper • Event: GALA for fundraising • CSR film broadcast on national and provincial TV channels • Featured articles in print and online media • Granting scholarships to good students Topics for external communications: • GF and its active role in creating a clean, safe and sustainable food chain • High quality PIC pig semen and tra fish breeding and their benefits to farmers • GF aims at sustainable growth in Vietnam, with a strategic vision and mission • GF is always a reliable partner, accompanying the local community Internal communications In-house newsletter: “GreenFeed news” • External communications • • Print & Online media Corporate video
  • 17. CASE STUDY: The Issue Multi-Pronged Strategy Software copyright education & enforcement Inadequate legal frameworks on IPR coupled with weak enforcement are some of the key issues identified by BSA|The Software Alliance in the interest of industry development and its members • • • • • Deliverables Leverage media coverage of newly introduced legislation in regards to IPR Use PR to leverage enforcement activities Promote Software license compliance Emphasize to the export sector that compliance is an imperative, especially for exporters to the U.S. market Continuous public and stakeholder-focused education Strengthen IPR law enforcement Leverage enactment of Government Decree No. 47 and impose maximum administrative fines of up to VND500 million ($25,000) Vietnam’s piracy rate is on an obvious downward trend, dropping from 92% in 2004 to 81% in 2011 • •
  • 18. CASE STUDY European Trade Policy & Investment Support Background • Euro16 million project contributed by the EU and VN Government • Aim to further Vietnam’s integration into the global, ASEAN and sub-regional trading systems and enhance EU-Vietnam trade and investment relations for Vietnam’s economic development • Designed to support MOIT in facilitating sustainable international trade and investment through improved capacity for policy making, policy consultation Deliverables 80 news & feature articles in leading print & online media 10 news items and documentaries on VTV1, VTV9
  • 19. CASE STUDY Background Golden Opportunities for Strategic Partners • The largest-ever Italian business mission to Vietnam over the past 20 years occurred in 2008. Over 1800 businessmatching meetings (B2B) were held between Italian and Vietnamese companies, in both Hanoi and HCMC. • Pioneer was the exclusive PR agency and contact point for Government relations Deputy Prime Minister Pham Gia Khiem
  • 20. CASE STUDY Golden Opportunities for Strategic Partners Deliverables • Multi communication channels: Print media, TV, Radio, Webcast, advertising • Over 80 news stories and feature articles and exclusive interviews in all leading publications • 8 TV reports • 20 advertorials in 14 major print newspapers
  • 21. CASE STUDY Joint Venture between Alstom and EVN Background Alstom is a global leader in power generation, power transmission and rail infrastructure, setting benchmarks for innovative and environmentally friendly technologies. Alstom and EVN signed a JV with Phu My Thermal Power Company on 18 May 2012. The signing ceremony was attended by Vice Prime Minister Hoang Trung Hai. Deliverables 52 news and feature articles in leading print and online media 2 TV items
  • 22. CASE STUDY CitiGroup’s direct custody services Objectives Positioning Citigroup as a world leading financial institution • Highlighting Citigroup’s world-class services to corporate clients in Vietnam
  • 23. CASE STUDY CitiGroup’s direct investment online • Highlight the two Internet Banking channels to serve customers in Vietnam : Citibank® Online Investments and CitiConnectSM web-enabled Financial Services. • Communicate Citi’s commitment to improving Vietnam’s financial and banking infrastructure and services
  • 24. CASE STUDY CORPORATE level TH Milk’s True Story Position TH as a pioneering local company in producing high quality fresh milk for local consumers • Raise the bar in the liquid milk industry • Appeal to the government for policy change and market transparency and to issue industry standards in the interest of local consumers TRUE FARM, TRUE COWS, TRULY FRESH MILK Launching of an entirely new product category of fresh milk PRODUCT level
  • 25. CASE STUDY TH true MILK - Launching new product categories Background In October 2012, TH True Milk launched three new products with Collagen, Calcium and Phytosterol supplements. These are considered pioneering products in the market of fresh milk. The launch was an important page in TH’s true story: true farm, true cows, truly fresh milk. Deliverables 47 news reports and 56 feature articles in leading print and online media
  • 27. CASE STUDY Discover 7 Kinds of SMART for Kid Background Mixxo whey is imported from Federal Republic of Germany by Nhat Lam Company Message Discover 7 Kinds of SMART Execution Channel Created Facebook fan page FB Hot Profiles FB Game Application Forum Seeding SEO PR Articles Results PR Views – 1.500.000 Fan – 30.000 FB Fan Page: 28.810 likes & 2,890 interactions
  • 28. CASE STUDY Digital PR campaign Background GOODYEAR is a US manufacturer of car tires with 114 years of experience worldwide. It is the leading tire brand in the US. However in Vietnam, the perception of GOODYEAR is negative, especially on forums. In 2012, Pioneer proposed a comprehensive digital marketing plan for GOODYEAR, to highlight its innovation values, change customer perceptions and, eventually, strengthen the corporate brand. Deliverables • • • Broadcast news about GOODYEAR & products in print & online media Social networking: build influencer teams on forums to improve the public’s perception of GOODYEAR products GOODYEAR fanpage, online contests on Facebook & forums
  • 29. CASE STUDY Digital PR campaign Forum KPI Print and Online • Otofun, Otosaigon, Otoxuyenviet • 8 key influencers • 1534 comments & 90,034 views KPI Facebook KPI •More than 14,000 fans like GOOYEAR VN Fanpage •Fan category: Male (70%) & Female (30%) aged from 25 living in big cities • 3 online contests •News in 15 leading print and online media SEO KPI • Upgrade key words ranking to top 10, Google Vietnam • 20 times increase in website & microsite traffic 29
  • 30. CASE STUDY VIETNAMOBILE’S UNEXPECTED ADVANTAGE Background V// aims to reach out to young customers. Pioneer proposed using social media to increase awareness of the V// brand among students and young people and keep them updated on various promotions. Social media also served as an effective tool to help V// interact with customers, Message “Unexpected advantage” Execution Channel Created V// Facebook fan page PR Articles Forum Seeding Deliverables Within 2 weeks: generated more than 1000 fans and 600 posts in every agreed social channel, attracting thousands of comments and attention. PR- 20,000 views within 2 weeks
  • 31. CASE STUDY: IZZI MILK IZZI S+ milk launching Background The company was recovering from the legacy of the melamine crisis in 2009 Izzi was positioned as a dairy product for children The challenge A local player with limited market share, mainly in the provinces The brand faces strong competition from the 20 + of Dutch Lady and ADM + of Vinamilk Love ‘n' Farm of Bavimilk is emerging as a new aggressive competitor in the Northern market.
  • 32. Strategic solutions Renew Izzi by introducing the S+ formula in an effort to capture the key target market of Hanoi Build up a IZZI world with activities for children, held at 48 northern points. Tactics Implement an extensive communications campaign to raise awareness of mothers about nutrition (formula S +) and proper • Facebook Fanpage • Subbox and Forum seeding via webtretho and lamchame • Digital PR on e-news channels popular among targeted parents • Microsite parenting (Izzi world), with the message “Mums trust kids’ love”.
  • 33. EVENT MANAGEMENT “turning creative ideas into flawless execution”
  • 34. CASE STUDY Background ABBOTT CITIZENSHIP REPORT LAUNCH In Nov 2013, Abbott announced the release of its first Citizenship Report in Vietnam. All the community outreach and support programs have recently been summarized in the 1st edition of this Citizenship Report. Key message Reaffirm a long-term commitment to enhancing access to better healthcare for Vietnamese people Event Highlights Vice Minister of Health had a positive speech that highly approciates Abbott’s contributions in Vietnam. Gain attention from media Deliverables 27 coverages 10 features via broadcast, print and online media
  • 35. CASE STUDY ITALY WINE TASTING Background In October 2013, Tuscana Promozone, in corporation with Siena Chamber of Commerce launched the 3rd Italian Wine Tasting Event. The trade promotional event not only opened the doors to lucrative business opportunities for enterprises in wine industry of both Vietnam and Italy but also announced the long-term partnership between Italian Wine Association and Saigon Tourist in Oct 2013. Theme Deliverables TUSACANY – A LAND OF WINE Over 150 guests, including of 24 Italian wine markers, VIP from Italian Embassy, Wine importers from Vietnam.
  • 36. CASE STUDY ACE eSMART Launch Background In July 2013, ACE Life Insurance Co introduced the eSMART (Electronics Sales Management and Recruitment Tool) to its agents. The Pioneer team was appointed to prepare a creative product launch event and PR plan for ACE eSMART. Concept eSMART - REVOLUTIONARY Deliverables Feature articles, Executive interviews, TV news Total outcome: 48 media reports
  • 37. CASE STUDY International Milk Conference Background In Nov 2012, TH and NIN jointly organized an International Milk Conferences in Hanoi and HCMC with the attendance of many foreign experts in the nutrition industry. The objective was to provide in-depth knowledge about milk and discuss specific issues such as milk use trends, milk material sources and functions of fresh milk. Deliverables 60 news articles 50 feature stories in leading print and online media 9 news items on leading TV channels: VTV1, VTC1, HTV1, FBNC, Info TV…
  • 38. CASE STUDY Grand Opening of TNT Hanoi operation center Background In October 2010, TNT , one of the leading express companies, launched its Integrated Air and Road Hub at TNT’s Operations Centre – North. The 3,200sq m state-of-the-art facility was designed to handle heavy freight as part of TNT’s strategy to meet the soaring demand for freight express services in Vietnam, SEA and Europe. Theme Deliverables BIG IN FREIGHT 8 feature articles in leading industry and economic media 2 exclusive interviews 2 TV news items: on VTV1, Hanoi TV
  • 39. CASE STUDY GreenFeed Big Bang Background Concept In December 2009, GreenFeed appointed Pioneeer to develop the concept and organize a Tet party, which was also to serve as a kick-off for GreenFeed’s BIGBANG program Get rich together Deliverables Over 500 guests, including GreenFeed staff, leadership team, partners and agents, joined the exciting event in Ben Luc town, Long An province
  • 40. CASE STUDY ACE Life Grand Opening Ceremony & Press Conference Background Objectives Deliverables ACE Life Vietnam is part of the ACE Group, one of the world’s largest multiline property and casualty insurers, operating in 53 countries. • Organize a press conference for the opening of ACE Life Branch in Hanoi • Build a close relationship between ACE Life and the media • Strengthen ACE Life’s commitment to the local life insurance market • ACE Life’s Opening ceremony was featured in several leading publications and featured in news on VTV, Hanoi TV. • Highlighting ACE Life’s outstanding success in 2006 despite unfavorable conditions in Vietnam’s insurance industry • Creating a comparative advantage for ACE Life • ACE Life gains firm share of Vietnam’s life insurance market
  • 42. CASE STUDY Abbott under media attack Background Abbott is one of the top international nutrition companies in VN with an impressive business record. However, the prestigious organization is under media attack regarding its milk price or quality-related issues or due to other unexpected events. The challenge A negative media campaign had been deliberately planned and launched against Abbott by the competition to undermine consumer trust in the Abbott brand and eventually hurt its sales.
  • 43. CASE STUDY Abbott under media attack Strategic Solutions SHORT TERM PLAN • Recommend a low key, informal approach • Stop the spread of negative coverage via influence with the media • Enable stakeholders to understand the essence of the crisis LONG TERM PLAN • Assist Abbott to build a solid positive work relationship with the media • Build a corporate reputation through a stakeholder engagement strategy Deliverables Block negative coverage; generate positive editorials on Abbott in leading print and online publications and TV. Keeping the media informed • Succeed in building a good relationship with the media. • Arrange a Media visit to Factory and R&D Center in Singapore • Ensure a positive Abbott image appears in leading tier 1 media. Gain credibility and trust from stakeholders, especially consumers, media Explain clearly that this unfounded rumor was spread by the competition and demonstrate there is no bug in Abbott milk
  • 44. CASE STUDY Nhom Mua website down! Background Nhom Mua, a leading group buying website in Vietnam, suspended its business at the end of December 2012 due to internal matters. Many merchants rejected NM vouchers, causing widespread concern and anxiety among customers. Negative media reports adversely affected consumers’ trust in NM and its fledgling industry. Strategic solutions Media: Release news about Nhom Mua’s resumption of normal operations and the re-activation of its vouchers. Social networking: Use hot bloggers, well -known Facebook fan pages and groups to disseminate positive information about NM
  • 47. CASE STUDY Background The challenge Objectives Corporate Brand Building GreenFeed (GF) is ranked fourth among animal feed companies in Vietnam. Starting its operation in 2003, GF has expanded to 5 branches in Vietnam & Cambodia. GF had no strategic communications plan to support their business objectives. The company brand name was barely known in the public arena. • To increase awareness of the GreenFeed brand among key stakeholders, ranging from investors and business partners to farmers, the public, media and employees. • To raise GreenFeed’s position in the animal feed market Strategic Solutions Putting CSR at the center of brand building and using PR as the primary tool External communications + CSR Program + Internal Internal communications Communicati ons
  • 48. CASE STUDY Tactics Corporate Brand Building Initiating and implementing CSR program “Funding needy farmers to help their children go to school” In partnership with Tuoi Tre newspaper • Event: GALA for fundraising • CSR film broadcast on national and provincial TV channels • Featured articles in print and online media • Granting scholarships to good students Topics for external communications: • GF and its active role in creating a clean, safe and sustainable food chain • High quality PIC pig semen and tra fish breeding and their benefits to farmers • GF aims at sustainable growth in Vietnam, with a strategic vision and mission • GF is always a reliable partner, accompanying the local community Internal communications In-house newsletter: “GreenFeed news” • External communications • • Print & Online media Corporate video
  • 49. CASE STUDY CSR : Funding needy farmers to help their children go to school Background • Starting in Dec 2010, the program aims to help poor farmer households to rise from poverty and give their children the best education possible, nurturing them as future talents. • The first period (2010-2012) provided over VND3 billion to 240 needy farming households in 4 provinces as well as scholarships worth over VND200 million to students with good academic results. • The second period (2012-2014) funds VND10 billion to 480 selected farming households in 8 other provinces across Vietnam. Deliverables • Raising VND3 billion from business partners, customers and GF staff • The CSR program becomes the exclusive brand of GreenFeed • Increase popularity and media awareness of the GreenFeed brand Pioneer is the exclusive PR agency designing the CSR program that connects GreenFeed with Tuoi Tre newspaper, Farmers’ Association and other stakeholders.
  • 50. CASE STUDY AFINS - Abbott Fund Institute of Nutrition Science Mid-term Review Conference Background • The Abbott Fund and the Global Heath Collaborative at Boston University School of Medicine joined Bach Mai hospital, NIN and Hanoi Medical University in sharing updates on the progress and results to date for the Abbott Fund Institute of Nutrition Science (AFINS) on 7 November, 2012. • AFINS is the first program of its kind in the country to advance clinical nutrition with US$3.8 million support from the Abbott Fund. Deliverables • 50 news and 9 feature articles in leading print & online media • News items on VTV1 & O2TV • Exclusive interview in the Việt Nam News
  • 52. CASE STUDY Vietnam Day In Sweden Background Queen Sylvia of Sweden • The biggest PR project ever undertaken by an international Company in Vietnam. Comvik International was the exclusive sponsor. • The participation of Deputy Prime Minister, Deputy Ministers and other senior government officers and enterprises Deputy PM Vu Khoan • Pioneer Communications was the exclusive PR agency and the key contact point for Government relations Theme Deliverables Vietnam Day in Sweden, Stockholm Over 130 news stories & feature articles in all leading publications - 12 TV reports and programs on VTV, Hanoi TV and HTV - 2 live broadcast shows on Swedish TV channels
  • 53.  Hanoi Office: Unit 702B, 7th Fl., Vietnam News Agency Bld. 11 Tran Hung Dao St., Hoan Kiem Dist. Tel: +84 4 39454398, Fax: +84 4 3 9454399 • Contact person: Do Hoai Anh Tel: 0924330836 ; email: hoaianh.do@pioneervn.com  Ho Chi Minh Office: 8th Fl., Tuan Minh Bld. 90 - 92 Le Thi Rieng St., Dist. 1 Tel: +84 8 3925 0465, Fax: +84 8 3 9250469 • Contact person: Le Thuy Tel: 0902638977 ; Email: thuy.le@pioneervn.com CONTACT US www.pioneerpr.vn | www.pioneervn.com Thank you!

Notes de l'éditeur

  1. 10 years in marketing communication
  2. Please check the accuracy of “400 reporters” that Binh has had networked with.
  3. -StrategicMarketing Communication Consultancy-Digital & Social Media-Event & Activation-Issue Management, Crisis Communications-CSR
  4. Our approach to PR is based on these five key pillars
  5. At Pioneer we firmly believe that all communications efforts, be it corporate or brand focused, have to go some way to contributing to the business objectives
  6. The challenge: No “take over” or “stepping stone” perception. The communication was to make this acquisition a mutual agreement between AN and 3A to bring both businesses to the next level of growth for the benefits of local consumers.Note: AN – Abbott Nutrition
  7. The Challenges Start its business in a highly competitive market, 3 giant operators hold more than 90% market share Develop from unsuccessful CDMA HT Mobile  customers & media are skeptical about Vietnamobile’s capabilities
  8. ITC – Italian Trade Commission
  9. MOIT: Ministry of Industry and Trade
  10. CORPORATE PR CASE STUDY: ABBOTT, ACCA, MICROSOFT
  11. TH True MILK’s mission is to provide truly fresh milk to Vietnamese customers with the purpose of improving the well-being and intellectual prowess of Vietnamese people.
  12. NIN: National Institute of Nutrition
  13. Anh HA input them thong tin
  14. Vietnam is an energy hungry nationThis JV between Asltom, EVN & Phu My will enable gas turbine to be reconditioned locally, saving significant costs for energy companies
  15. influencers team on forums are admin, super moderator, moderators
  16. Objectives Increase brand awareness among customers and their friends Interact closely with customers and their friends. Effectively and timely support new marketing campaigns and product launches
  17. Izzi milk is the brand of Hanoimilk, that underwent the melamine crisis in 2009.
  18. Located in the ICD My Dinh, Tu Liem District in Hanoi, the hub will enable faster clearance and the highest security standards. TNT is the leading express company in Vietnam that has ever offered these unique services to allow for a seamless fully integrated air and road network.
  19. GreenFeed is the fourth ranked animal feed producer in Vietnam. GreenFeed came to Pioneer in 2009 to request for a communications program as they started from scratch without any comprehensive communications plan.
  20. We handled this project in 2007
  21. Lễkhaitrươngvănphòngmớitạitòanhà Pacific Place, đánhdẫumộtgiaiđoạnpháttriểnmớicủacôngty IBM Việt Nam
  22. Tháchthức : PhầnlớncáclễkhaitrươngcủacáccôngtycôngnghệđềukhácứngnhắcvànặngvềlễnghivàphátbiểuLàmsaođểlễkhaitrươngcủa NSN đángnhớvàkháchhàngthựcsựthưởngthứcchươngtrìnhKếthợp ý tưởnglễhộibianổitiếng Oktoberfest vìphầnlớnkháchhàngđềuthíchsựkiệnnàyvàcôngtycóđốitáclà Siemens Giảiphápsángtạo: Tổng GĐ của NSN xuấthiệntrongmột video clip ngắntrongvaidiễnviênhànhđộngmộtđiệpviên. Clip nàyđượctríchtừphim‘The Bourne Ultimatum’và quay ghéphìnhthậtcủa TGĐ NSN. Chi tiếtmởmànnàyđãmanglạisựthúvịchotấtcảkháchthamdự, giúpmọingườicảmthấythựcsựthoảimáivànhiềungườiđã ở lạitớicuốichươngtrìnhđểthamgiahọckhiêuvũ Salsa.
  23. CORPORATE PR CASE STUDY: ABBOTT, ACCA, MICROSOFT
  24. NFG (2 slides)
  25. After that, Nhommua has quickly resumed normal operation and begun re-activating vouchers. Pioneer proposed to Nhommua a communication strategy and plan to regain reputation and consumers trust
  26. CORPORATE PR CASE STUDY: ABBOTT, ACCA, MICROSOFT