MullenLowe Mishra appointed Packaging Recycling Organization Vietnam’s strategic partner

MullenLowe Mishra has been appointed the communication partner agency of Packaging Recycling Organization Vietnam (PRO Vietnam).

PRO Vietnam is the market’s first packaging recycling alliance comprised of thirteen leading consumer goods and packaging companies including Coca Cola Vietnam, Suntory PepsiCo Vietnam Beverage, URC Vietnam, LaVie, Tetra Pak Vietnam, Friesland Campina Vietnam, Nestle Vietnam, Nutifood, THG, SIG, Annam group, PepsiCo Food Vietnam and Saigon Coop.

By far the largest industry sustainability initiative in the market, PRO Vietnam’s primary aims include kick-starting the circular economy program in Vietnam, creating consumer awareness and ensuring that packaging recycling is more accessible and sustainable across the country.

PRO Vietnam Chairman Pham Phu Ngoc Trai said, “PRO Vietnam is a progressive industry coalition that’s here to contribute towards solid waste management, working with Government, raising public awareness, building collective ownership. To achieve this we needed an accomplished agency partner to build out our multi-level consumer journey and engagement. We are delighted to team up with MullenLowe Mishra who bring together inspired creativity, locally relevant experiential thinking and commitment to our vision for a clean, green and beautiful Vietnam.”

Saby Mishra, Founder & CEO of MullenLowe Mishra (pictured) said, “We are excited to join forces with PRO Vietnam as their strategic partner in modelling Vietnam’s circular economy program. This is a transformational role, focused on driving post-consumer behavior change, at scale, in a country of 95 million people through insight, creativity and multifaceted collaborations with Vietnamese change makers, media partners and influencers in a way that’s not been done before in this market.”