Phibious Vietnam adds Piaggio to its portfolio

Phibious will be responsible for brand positioning, strategic planning and integrated creative duties for the Piaggio brand portfolio, which includes the Vespa, Liberty, Zip and Fly brands.

Nguyen Thanh Mai, marketing manager of Piaggio Vietnam, commented on the appointment, “Piaggio Vietnam is very much looking forward to our long term partnership with Phibious. Phibious came up clearly as our top choice, as a result of the quality of their team, their thinking as well as their passion and drive.

“They share our most important value of partnership while understanding that delivering at a high performance, from both a consumer and trade level, is the key to success."

Nicole Marold, managing director of Phibious Vietnam, said the agency will focus on helping Piaggio firmly establish its presence in Vietnam and beyond with Piaggio recently making Vietnam its headquarters for all of Asia-Pacific.

“We both share a similar culture as bold challengers who are driven to innovate. This is a great partnership for us, and we are excited to help build these inspiring brands in this emerging Asian market,” she noted.

Piaggio Vietnam launched the Vespa LX 125 and opened a factory in Vietnam in June 2009. With an investment of up to US$30 million, the factory is expected to produce more than 100,000 scooters per annum at maximum operational capacity.

Phibious is also the agency-of-record for Coca-Cola and its sibling brands in Vietnam and IndoChina.