Omnicom merges TBWA Group Vietnam and F\adigital

Omnicom has merged two of its agencies in Vietnam: TBWA Group Vietnam and F\adigital, previously known as Focus Asia. The integration, which is effective immediately, deepens the group’s capabilities as Vietnam’s marketing landscape continues to evolve rapidly, according to the company. 

The current managing director of TBWA Group Vietnam, Tan Nguyen, has been promoted to chief executive officer. Mai Anh Le, formerly managing director of F\adigital, resigned on April 30, the company said. Khanh Nguyen, general manager of TBWA Group Vietnam, will also serve as general manager of both F\adigital and the group's content production division, Bolt Content, which launched in 2019.

Founded in 2003, F\adigital focused on direct marketing and CRM initially, later adding digital, experiential and data capabilities.

“This unity presents enormous opportunities for both partners," Khanh Nguyen said in a release. "With access to TBWA Group’s resources, F\adigital will elevate its services further, [and] add value to TBWA Group Vietnam with its data-driven solutions to complement the group’s current portfolios.”

While its daily operations remain unchanged, F\adigital will now have access to a larger pool of resources. "As a global collective, we have come to appreciate our power in bringing our peoples’ talent together and allowing them to collaborate and create solutions, where the whole is greater than the sum of the parts," said Sean Donovan, president of TBWA Asia.