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Happiness Saigon evolves into creative consultancy | Marketing

Happiness Saigon evolves into creative consultancy | Marketing

Happiness Saigon is going through its second evolution. From creative agency in 2015 to ‘creative connectivity agency’ in 2016, it is now becoming a ‘creative consultancy agency’ organised into four divisions that it claims will offer end-to-end services across business, marketing and communications.

The Ho Chi Minh City-based agency was founded five years by Alan Cerutti, Thuy Tran and Karen Corrigan with anchor clients Nivea and Oreo. It is part of Brussels-based Happiness Group and an affiliate of FCB.

The agency was set up with a “flat structure” from the outset—putting digital, strategy and creative together rather than operating in siloes. Its mantra is ‘everything and everyone is media’.

In 2016, it changed its identity to a ‘creative connectivity agency’ with a new advertising approach that transitioned from “consumer-centric thinking” to “consumer-journey centric thinking”, it said. The data-driven strategy was adopted for campaigns with some of Vietnam’s top brands including Sunlight For Men, Pepsi PepCoin, Pepsi Dragon Dance, Nivea Tailored Care and Tuborg Open.

Happiness Saigon was awarded gold in Campaign Asia’s Vietnam Creative Agency of the Year awards in 2019 after recording business growth of mor than 100% in the year. It hopes to win the regional Southeast Asia Creative Agency of the Year title in 2022.

Now the agency is switching identity again. It believes it has identified a “gap in the middle” between creative/digital agencies that focus on communication, and consultancies that focus on business and marketing.

“The marketing industry in Asia has gone through a significant evolution over the last few years with the rise of short-termism to the detriment of brand building. All of this is taking place while performance marketing and data-driven marketing strategies are used to drive short-term business results,” the agency wrote.

As a ‘creative consultancy agency’, it claims to offer integrated

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