AOY Insights: Triple gold for T&A Ogilvy, with win in ‘Southeast Asia Influencer Marketing Agency of the Year’ built on local success

 

Categories: Southeast Asia Influencer Marketing Agency of the Year, Vietnam Digital Agency of the Year, Vietnam PR Agency of the Year 

Highlights: Success so often begets success and that was the case for T&A Ogilvy as it capped off the year with three golds. The Ho Chi Minh City-headquartered team has established itself as the leading local expert on PR and Digital, allowing the agency the credibility, expertise, and case studies to take the lead on influencer marketing in Vietnam and beyond.

 

Some brands in Vietnam had traditionally been reluctant when it came to digital. In such cases, T&A Ogilvy helped build the bridge between digital strategy and execution. The focus was on collaborative experimentation between the agency and its brands with transformative experiences made available to a wider swathe of clients.

 

General director of T&A-Ogilvy Nguyen Dieu Cam said, “In a fast-changing and challenging market of Vietnam, T&A Ogilvy’s innovative solutions have helped our clients and partners adapt and maintain steady growth. In 2020, we completed our 10-year transformation and acceleration of social services. We have then rolled out our growth plan heading to automation marketing, enhancing digital experiences, and launching breakthrough solutions with AI Influencers. Numerous big client wins, successful campaigns, and the industry accolades have proven us right.”

 

 

Case studies: T&A Ogilvy developed AI-powered virtual influencer Ha Wonder, an AI-based persona of popular Vietnam-based entertainer Hồ Ngọc Hà for VPBank, integrating the brand ambassador to provide authentic human-like product consultancy and personalised customer service. This was powered by the DATAx approach: DATAxDEMAND detected consumer interest and served matching personalised content; DATAxCONVERSATION produced conversations at scale, and DATAxINFLUENCER used Ho Ngoc Ha’s real social media data to guide Ha Wonder’s content. The results were more than 16 million views on YouTube with above-average click-through and view-through rates.

Judges say:

The panel loved the agency’s approach to influencer marketing and use of tech, data, and relationships with A-listers. AI-powered virtual influencers “takes this to a new level,” they said. “It was great to see PR taking the lead on creative ideas and delivering very strong business results.”