TBWA\Group Vietnam merges f\adigital into the agency collective

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TBWA\Group Vietnam merges f\adigital into the agency collective

TBWA\Group Vietnam has merged f\adigital, previously known as Focus Asia, into TBWA\Group Vietnam with immediate effect.


The integration between the two Omnicom agencies strengthens TBWA\Group Vietnam as the country becomes one of the first markets in the region to open its economy after successfully managing Covid-19, allowing companies to resume business.

Founded in 2003, f\adigital has a heritage in Direct Marketing and CRM. As the market continued to grow and consumer behaviour towards marketing changed, f\adigital invested and evolved their offering in areas of Digital, Experiential and Data, and as a result, elevated their overall experiences offering for customers through creative content and engaging activities.

In addition to the announcement of the amalgamation between f\adigital and TBWA\Group Vietnam, current Managing Director, TBWA\Group Vietnam, Tan Nguyen (pictured above right) has been elevated to Chief Executive Officer, TBWA\ Group Vietnam.

While Mai Anh Le, former Managing Director of f\adigital resigned from the agency on June 15th. Khanh Nguyen (pictured above left), general manager TBWA\Group Vietnam, will add the additional responsibilities of general manager, f\adigital as well as the agency’s content production division Bolt Content, which launched in 2019.

Khanh Nguyen is a high-profile consultant and business leader with 12 years of experience working across various industries. Prior to joining TBWA, he held several senior management positions at another global agency network.

While its daily operation remains unchanged, f\adigital will now have access to a larger pool of resources, including talent and the global collective’s resource.

“This unity presents enormous opportunities for both partners; with access to TBWA\Group’s resources, f\adigital will elevate its services further, add value to TBWA\Group Vietnam with its data-driven solutions to complement the group’s current portfolios.” Said Khanh Nguyen, general manager of f\adigital.

Tan Nguyen (Sunshine), CEO of TBWA\ Group Vietnam said: “The integration between the agencies has been very welcomed, we’re proud to partner with a team of high-profiled professionals with strong capability in the field of data-driven digital. This turning point will lead us to achieve greater success for our clients as well as ourselves.”

President TBWA\ Asia, Sean Donovan added: “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.

“By bringing f\adigital into the TBWA\ Group we realise this partnership not only benefits our clients but opens opportunities for talent and career development, innovation and many other areas.”

TBWA\Group Vietnam merges f\adigital into the agency collective