More than a commemoration of history, the occasion is an opportunity to reflect on a legacy of reinvention, honour the people who have shaped that journey, and look to the future of communication – marketing transformation in Vietnam.

Publicis Groupe Vietnam’s leadership team on stage, expressing their gratitude to the talents, clients and partners who have accompanied the company on its journey in Vietnam

From its origins as a small creative hot shop in Montmartre, Paris in 1926, Publicis Groupe has transformed into the industry’s leading holding company employing more than 114,000 professionals across 100 markets with globally recognised capabilities under an integrated model.

What began as a pioneering office in Vietnam with just 15 people in 1996 has evolved into the country’s market-leading group, now home to 10 agency brands with 700 people.

Publicis Groupe was the first international communications group to establish an official legal presence in Vietnam through the Saatchi & Saatchi and Leo Burnett representative offices, before they united under the goup umbrella.

Building on this early foundation and driven by tireless efforts, Publicis Groupe Vietnam has gone on to make its mark in some of the most prestigious international creative arenas, including the market’s first Cannes Lions Award in 2007, and in recent years, Clio Awards, New York Festivals Advertising Awards, Spikes Asia, AdFest, Effie APAC Awards and MMA Smarties, reflecting the strength of both creative excellence and marketing effectiveness.

Locally and regionally, Publicis Groupe Vietnam has also built a consistent track record as Campaign Asia’s Agency of the Year, with recognitions across Creative, Media, Digital Innovation and PR, underscoring the breadth of its integrated capabilities. Each accolade stands as a powerful testament to the integrated strength of the Power of One model and a bold statement of Vietnamese creative talent on the global stage.

Over the past three decades, as Vietnam has emerged as one of Asia’s most dynamic markets, Publicis Groupe Vietnam has grown alongside the country’s transformation, continuously expanding its capabilities, investing in talent and supporting clients across an increasingly connected and competitive landscape.

Speaking at the celebration, Hoang Thi Mai Huong, chairwoman of Publicis Groupe Vietnam, said, “At the heart of our 30 years of success in Vietnam are two essential elements: our incredible people – while technology can work wonders, it’s their passion and creativity that bring our work to life with a soul, and our deep love and respect for Vietnamese culture, which not only helps creates our most effective campaigns, but also fills our hearts with joy.”

Kate Bayona-Garcia, CEO of Publicis Groupe Vietnam, added, “We are celebrating the people who made Publicis Groupe Vietnam what it is today – our visionary clients who trust us with their bold ambitions, our dedicated partners who help us make the impossible possible, and of course, our brilliant talents whose creativity and devotion are the living heartbeat of our journey.”

“We are also celebrating our spirit of courage and resilience to go through uncomfortable transformations if it means fuelling growth for our clients and our people. A decade ago, we radically dismantled our agency silos to form the ‘Power of One,’ preparing us for the future that is now before us. Today, as we step into a new century of change driven by AI, it is this same spirit that assures me our best years are still ahead of us,” she said.

Publicis Groupe to acquire HEPMIL Media Group Publicis Groupe has entered into a definitive agreement to acquire HEPMIL Media Group, Southeast Asia’s preeminent influencer agency.

Vietnam keeps tabs on digital advertising The Vietnamese government’s new initiative on cross-border advertisement on digital platforms like YouTube, Google, and Facebook is deemed a step up from previous legislation, particularly regarding censorship and tax obligations.

AI reshapes media and advertising industry AI is increasingly becoming a core driver behind the transformation of the global media and advertising industry.

The awards were announced on June 26, jointly organised by VIR and Viet Research in their second year, reinforcing their role as a credible benchmark for embedding environmental, social and governance (ESG) in Vietnam.

Photo: Chi Cuong

Based on Viet Research’s assessment methodology, the rankings recognise outstanding enterprises across 16 major economic sectors, including banking, finance and securities, real estate, construction, retail, logistics, technology and telecommunications, tourism, pharmaceuticals, high-tech agriculture, food and beverages, energy, manufacturing, and media.

The honoured companies were recognised for their business performance and for integrating ESG standards into their core strategies, demonstrating a strong commitment to responsible growth and long-term value creation.

According to a survey of ESG100 and ESG10 enterprises, 95 per cent have made concrete commitments to reducing carbon emissions in their production and business operations, while 93 per cent have established targets aligned with net-zero ambitions or broader sustainability objectives.

The findings reflect a growing shift among Vietnamese businesses as ESG moves from a compliance requirement to a strategic priority. Many companies are accelerating investments in cleaner production, technological innovation and corporate governance while strengthening their resilience amid an increasingly competitive global business environment.

Speaking at the ceremony, Le Trong Minh, VIR’s deputy editor-in-chief, said the ESG100 and ESG10 rankings reflect the Vietnamese business community’s growing aspiration for sustainable development. “The enterprises recognised today have integrated ESG standards, green growth and corporate social responsibility into their long-term development strategies,” he said.

He noted that as global competition intensifies and international markets place greater emphasis on governance, environmental performance and social responsibility, ESG has become an increasingly important measure of corporate competitiveness.

“The enterprises honoured today stand out for their long-term vision, innovative management capabilities, and their ability to create sustainable value for shareholders, employees, customers, partners, communities, and the environment,” Minh said.

He added that these achievements demonstrate Vietnamese enterprises are capable of achieving faster and more efficient growth while becoming greener, more responsible and more sustainable.

The organisers also highlighted the broader transformation taking place across Vietnam’s corporate sector. Despite continued uncertainty in the global economy and the country’s ongoing economic restructuring, many businesses have maintained strong growth by embracing innovation, improving governance, and accelerating digital transformation alongside ESG implementation.

Beyond expanding production and strengthening their brands, many companies are pursuing long-term competitiveness through green growth strategies, technological adoption and responsible business practices that generate positive impacts for society and the environment.

These efforts are contributing to the emergence of a new generation of Vietnamese enterprises that are more innovative, more proactive in international integration and more committed to balancing economic performance with social responsibility and environmental protection.

According to the organisers, the annual ESG100 and ESG10 awards honour high-performing enterprises while fostering greater collaboration within the business community. It provides a platform for companies to exchange best practices in innovation, ESG implementation and green growth while exploring new strategic partnerships.

As Vietnam continues its transition towards a greener and more sustainable economy, the programme is expected to further strengthen the competitiveness and international standing of Vietnamese enterprises, supporting the country’s ambitions for sustainable and inclusive development.

Top 10 ESG Vietnam Green Enterprises in key industries. Photo: Chi Cuong

Top 10 ESG Vietnam Green Enterprises in key industries. Photo: Chi Cuong

Top 100 ESG Vietnam Green Enterprises. Photo: Chi Cuong

Enterprises ready for ESG Eco and Environmental, Social, and Governance are essential requirements for Vietnamese enterprises to integrate into global value chains, experts revealed at the seminar “Economic Outlook 2026: FDI Businesses and the Roadmap for Vietnam’s Rise” held in Ho Chi Minh City on April 2.

Small business ESG strategies unlocked A true sustainability ecosystem requires global endorsement, genuine green financing, and technology solutions to lower the cost of implementation for businesses.

ESG must be translated into tangible action Environmental, social and governance (ESG) is a long-term journey that requires businesses to start early, take concrete actions, and continuously improve over time, rather than waiting for a perfect starting point.

Illustrative photo courtesy of Hoa Phat Group

Speaking at the Ministry of Industry and Trade’s conference on encouraging double-digit export growth on June 25, Dinh Quoc Thai, vice chairman and secretary general of the Vietnam Steel Association (VSA), said the global steel industry was showing signs of recovery.

According to the World Steel Association, global steel production posted positive growth in the first four months of 2026, reflecting stronger manufacturing activity and rising demand from steel-consuming industries.

Vietnam’s steel industry has also experienced a broad-based recovery across the entire value chain, from raw material production to finished products.

Crude steel output reached 2.6 million tonnes in May, up 27.2 per cent on-year, marking the highest growth rate among the world’s top 10 steel-producing countries. Output totalled 12.6 million tonnes in the first five months of 2026, up 26.8 per cent compared to the same period last year.

Thai estimated that steel production would reach around 14.8 million tonnes in the first half of 2026, up 21.2 per cent on-year, while steel consumption is expected to increase 13.1 per cent to 17.9 million tonnes.

However, steel exports are projected to decline by 4.8 per cent to around 1.79 million tonnes during the same period.

Despite the weaker export performance, the VSA remains optimistic about the industry’s overall outlook. Crude steel output is forecast to reach approximately 27 million tonnes in 2026, up 10 per cent from the previous year. Finished steel production is expected to total around 33 million tonnes, while domestic consumption is projected to reach 28 million tonnes.

Steel exports are forecast at around 6 million tonnes for the full year, while imports are expected to decline compared to 2025.

“The combination of higher exports and lower imports is a positive signal,” Thai said. “This reflects effective domestic market management, trade policy measures introduced by the Ministry of Industry and Trade, and the improving ability of Vietnamese steel producers to meet market demand.”

Nevertheless, Thai warned that the industry would continue facing significant headwinds in the second half of the year.

Global steel overcapacity is driving an increasing number of trade protection measures in key export markets. The United States, for example, has imposed tariffs of up to 50 per cent on certain steel products under Section 232 of the Trade Expansion Act, while more trade remedy investigations targeting Vietnamese steel products have also been initiated.

At the same time, tightening greenhouse gas emission requirements and the gradual introduction of carbon border adjustment mechanisms across major markets are creating additional challenges for steel exporters.

Although Vietnam has improved domestic supplies of some raw materials, the country still relies on imports of iron ore, scrap steel and several other key inputs, Thai said.

Despite ongoing challenges arising from the global economic slowdown, prolonged geopolitical tensions and market volatility, the VSA believes Vietnam’s economy remains relatively resilient compared to other ASEAN countries, providing a solid foundation for the steel industry’s continued recovery.

To support sustainable development, the VSA identified two strategic priorities: protecting the domestic market from surging imports of low-priced steel and accelerating green and digital transformation to meet evolving market requirements.

The association also called for long-term policies to encourage domestic investment and production, alongside early implementation of regulations requiring imported steel products to comply with Vietnamese quality standards before entering the domestic market.

The VSA has also proposed strengthening trade remedy investigations to address unfair competition, while providing greater support for steel producers facing overseas trade defence cases to help maintain and expand export markets.

The association recommended accelerating the development of national technical standards for steel products and enhancing market monitoring and forecasting to enable businesses to respond more effectively to changing market conditions.

Vietnamese businesses are entering the second half facing a more complex operating environment, as higher energy costs, tighter liquidity, and persistent supply chain disruptions converge at the same time.

Companies have been urged act now before the next disruption forces plans to change, Photo Le Toan

Pratiksha Bhanti, senior manager of Deals – Transformation at PwC Vietnam, said the firms performing best in volatile environments are often those that act fastest.

“What separates winners from laggards is not understanding what needs to be done; it is execution speed. The playbook is straightforward: tighten collections, optimise inventory, hedge exposures and improve cash visibility. But timing is critical,” said Bhanti. “Companies need to act while the pressure is real and the business case is undeniable. Once markets stabilise and the urgency fades, the organisational will to change often disappears with it. We are already seeing material differences between firms that moved decisively in recent months and those that are still planning.”

According to PwC Vietnam, the greatest risk is not any single shock but the cumulative effect of multiple pressures arriving simultaneously, squeezing margins, cash flow and access to funding.

“The mechanics are straightforward but compounding. Input and logistics costs have risen sharply, and even as oil prices ease from their peak, shipping routes remain longer and fuel surcharges persist. At the same time, credit conditions are tightening: borrowing is becoming more expensive, while customers facing similar pressures are ordering less and paying later,” said Mohammad Mudasser, director with PwC’s Deals Advisory, in comments to VIR on June 17.

The result, he said, is a stretched cash-conversion cycle, with more cash tied up in receivables and inventory just as external funding becomes harder to obtain. For manufacturers, retailers, and logistics firms, this combination is placing sustained pressure on liquidity.

The warning comes against a backdrop of continuing uncertainty in global markets. When Vietnamese companies prepared their 2026 business plans at the start of the year, oil was trading at around $66 per barrel. Brent crude later surged to as high as $117 amid escalating tensions in the Middle East that disrupted shipping routes through the Strait of Hormuz.

Although the US and Iran agreed to a ceasefire in mid-June, oil still hovering around $77 per barrel, well above levels seen at the beginning of the year, and Vietnam relying on imports for roughly 85 per cent of its crude oil needs, imported cost pressures are expected to persist into the second half of the year.

The strain is becoming visible. According to the National Statistics Office under Vietnam’s Ministry of Finance, core inflation rose 5.6 per cent on-year in May, while average inflation so far this year increased 4.04 per cent from a year earlier.

It also pointed to signs of a growing business retreat. Over the first four months, the number of businesses suspending operations reached 72,200, up 5.1 per cent on-year. More notably, the number of dissolved enterprises surged 98.7 per cent to nearly 15,200.

For Mudasser of PwC, the more important question is not how severe the external shock becomes, but how much liquidity companies can unlock internally.

“In our work with manufacturers, retailers and traders across Vietnam, we keep finding the same thing that a large share of a company’s cash is hiding in plain sight, locked inside ageing inventory, slow collections and exposures that no-one is actively hedging,” said Mudasser.

For a company with $100 million in annual revenue, reducing the cash-conversion cycle by just five days can immediately free up roughly $1.4 million in working capital, he explained. “This is the crux. The shock itself is largely external and beyond anyone’s control. But the response of how quickly cash is freed during this transition window, how exposures are hedged before normalisation, and how clearly leaders can see their position, is entirely a matter of management,” he explained. “With supply chain recovery expected to take months, the question for Vietnamese businesses is not whether they should wait for full normalisation, but whether they act now or wait until the next disruption forces their hand, at a far higher cost.”

Nguyen Ngoc Nam, director of Financial Services Consulting at KPMG Vietnam, at the event

Speaking at the summit on June 16, KPMG Vietnam director Nguyen Ngoc Nam said that while nearly 40 per cent of organisations are scaling up or accelerating AI adoption, only 8 per cent report achieving a clear return on investment.

“This gap suggests that AI does not automatically create value. Successful AI adoption requires a strong operational foundation, high-quality data, effective performance measurement, and an appropriate governance framework,” Nam said.

According to Nam, this is particularly relevant for Ho Chi Minh City, where enterprises are embracing new technologies at a rapid pace, while expectations regarding investment efficiency, data security, and system resilience are also rising.

“As AI adoption accelerates, the market does not simply need more infrastructure. It needs infrastructure capable of running AI safely, with strong governance and the ability to measure and demonstrate tangible business value,” he added.

If data centres represent the physical backbone of the digital economy, cloud computing is the infrastructure layer that enables enterprises to scale flexibly in the AI era.

Today, cloud computing is no longer merely an IT infrastructure solution. It has evolved into a strategic platform that allows businesses to deploy AI applications more efficiently while meeting increasingly stringent requirements for data management, cybersecurity, and regulatory compliance.

As enterprises accelerate their digital transformation journeys, cloud infrastructure is becoming an essential enabler of innovation, providing the agility, scalability, and resilience needed to support AI-driven growth.

According to the ‘Cloud computing market size and share analysis – Growth trends and forecast (2026-2031)’ released by Mordor Intelligence in January, Global spending on cloud computing is forecast to grow at a compound annual growth rate (CAGR) of 20.65 per cent during the 2026–2031 period. By 2031, the market is expected to be more than 2.5 times larger than its current size.

In Vietnam, according to Ken Research 2025, the cloud computing market is projected to reach $1.5 billion by 2033, expanding at an annual CAGR of 30 per cent.

“Ho Chi Minh City alone accounted for around 40 per cent of Vietnam’s cloud computing market in 2025, the largest share nationwide,” Nam said. “The main growth drivers are industries with stringent requirements for data processing and system continuity, such as banking, financial services and insurance, healthcare, and other data-intensive sectors,” Nam added.

Against this backdrop, Ho Chi Minh City’s digital infrastructure strategy should go beyond merely expanding data centre capacity or increasing cloud computing capabilities.

“Businesses need an AI-ready infrastructure platform that is flexible to deploy, capable of ensuring data security, and resilient against increasingly sophisticated cybersecurity threats,” Nam said.

Tran Van Bang, deputy CEO of Viettel IDC

Tran Van Bang, deputy CEO of Viettel IDC, explained that in the AI era, competitive advantage no longer comes solely from algorithms or AI models, but increasingly from the strength of the underlying infrastructure.

“Data centres, cloud computing, cybersecurity, and operational capabilities are the key factors determining whether AI can be deployed effectively at scale,” Bang said.

“Without an infrastructure foundation that is robust, secure, and flexible, it is extremely difficult for businesses to translate AI investments into tangible business outcomes. This is also the strategic direction that Viettel IDC is pursuing,” Bang added.

According to Bang, competition in the AI era is no longer confined to the application layer or the sophistication of AI models. Instead, it is increasingly being shaped by the strength and resilience of the digital infrastructure that supports them.

“As AI adoption accelerates, organisations that invest early in AI-ready infrastructure will be better positioned to innovate, scale their operations, and capture new growth opportunities in the digital economy,” he added.

According to a report released by Gartner in January, global AI spending is projected to reach $2.52 trillion in 2026, up 44 per cent from the previous year, and is expected to rise further to $3.3 trillion by 2027. AI infrastructure accounted for as much as 55 per cent of total AI spending in 2025, making it the largest investment segment across the AI ecosystem.

Worldwide, there are currently around 11,000 data centres with a combined power demand exceeding 120 GW. AI data centres, while representing less than 1 per cent of the total number of facilities and having emerged only in recent years, already account for approximately 25 per cent of the electricity consumed across the global data centre industry.

According to the International Energy Agency, electricity consumption by data centres worldwide could triple over the next decade, largely driven by AI-related workloads.

This signals a major shift for industry: the primary challenge is no longer merely scaling up computing power, but ensuring adequate energy supply, maximizing efficiency, and achieving sustainable operations.

According to Bang, the next phase of data centre development will be shaped by three major imperatives: scaling up infrastructure capacity, enhancing operational efficiency, and complying with stringent safety and sustainability standards. These elements provide the foundation for businesses to deploy AI, cloud, big data and other mission-critical workloads with greater stability and security.

In this context, Ho Chi Minh City’s digital infrastructure strategy is no longer limited to expanding data centre capacity or boosting cloud capabilities. Instead, enterprises increasingly need AI-ready infrastructure that offers deployment flexibility, robust data protection and resilience against the growing complexity of cyber threats.

Vietnam posts second-highest AI adoption in Southeast Asia Vietnam has the second-highest AI adoption rate in Southeast Asia at 26.5 per cent, according to a recent Microsoft report.

Data and governance key hurdles to AI scaling for Vietnamese firms Governance deficiencies, fragmented data systems, and a lack of clear accountability metrics are preventing Vietnamese businesses from successfully scaling AI technology.

Beyond AI: What a world top-5 school teaches for the future While technology continues to transform how knowledge is accessed and applied, some of the most respected educational institutions argue that the most valuable future skills remain ‘deeply human’. At the forefront is King’s College School Wimbledon, where nearly 200 years of excellence meet forward-looking innovation.