Leonito Vietnam Presentation 2008 provides an overview of Leonito, a social marketing and communications company based in Vietnam. The presentation outlines Leonito's services including branding, advertising, activation, and public relations. It discusses Leonito's vision, mission, values and approach to creative communications strategies tailored for Vietnam's populations. Examples of projects include developing branding for multinational companies, localizing a UK health clinic brand for Vietnam, and creating a new wine bar brand that became very popular.

1. Leonito Vietnam Presentation 2008 Leonito is a Social Marketing Company We offer professional Branding, Advertising, Activation, and Public Relations Services

2. Timeline Sept 2005 – Sept 2006 Consulting Projects September 2006 - Former Landor director & former Ogilvy PR exec create start-up plan to focus on branding, strategic PR & social communications in Vietnam Jan 2007 – “Leonito Communications Consulting” Joint Stock Company is formed Feb 2007 – proposal accepted by GREY group, a global advertising company, for Leonito to service its clients with branding & PR work March 2007 – giving GREY an unique full-service presence in Hanoi

3. Vision What our Vision means to us: Vietnam because we focus on Vietnam with its over 80 Million inhabitants, unique culture and landscape Creative because we strive to deliver the most creative ways to reach our target audiences Communications because communication is two-way, we focus on the essence of making relevant messages, and listening for feedback to those messages to measure our results Agency because we are “agents”, people who have the power and the responsibility to act on behalf of our clients to deliver the best service and the best results of Choice because we will remember the fact that there is competition in the marketplace; by achieving excellence in all we do, clients will choose us for every project and tell other people to choose us also To be Vietnam’s creative communications agency of choice

4. Mission For organizations that are ready to leverage creative communications tactics that result in positive change, we develop and implement memorable brand experiences strategically crafted for Vietnam’s unique ethnic, rural, and urban populations. Our clients quickly become the top-of-mind brand leaders in their markets.

5. Values Teamwork Creativity Strategic Performance

6. Definitions branding advertising activation PR being unique telling about yourself bringing it to life getting talked about

7. Services Branding Who you are Advertising Introduce yourself Activation Shake hands Public Relations Let me introduce… IDENTIFICATION AWARENESS ENGAGEMENT DISCUSSION Research & Analysis Strategy & Programming Communication Direction Creative Development Project Management & Implementation Brand Identity (Logo, Name) Brand Essence & Guidelines Design & Copywriting Stationery Systems & Templates Environmental, 2D, 3D, Architectural Television Commercial Radio Spot Indoor Outdoor Ambient Interactive / Web Promotions Sampling Events Exhibitions Fairs Edu-tainment Road Shows Activations Media Relations Advertorials KOL Engagement & Endorsement Government Relations Workshop Public & Private Partners Program/Approach Celebrities Immersion Corporate PR Situation-Crisis Management

8. Approach The “Proprietary methodology”? We do not believe in it. We take an eclectic approach. We have experience with many models, but we chose an approach that suits your unique challenge. Health-belief Model F.O.A.M. Steps of Change GREY Brand Accelerator™ Ogilvy 360° Landor Brand Driver™

9. Branding Corporate Identity Name & Logo for Social Marketing Campaign

10. Advertising Full-page in Vietnam News national newspaper Ambient advertising for Arla/Milex Event Develop concept for TVC for Arla/Milex Foods Ambient for Handwashing with Soap for WB & MOH

11. Activation – Events Promotions Sampling Events Exhibitions Fairs Edu-tainment Road shows Activations Edu-tainment event for rural audience - handwashing with Soap (WB, MOH, WU) Mega Event Fashion Event Launch Event Edu-tainment Event Experience Event Corporate Event Elite Event Media Briefing / Conference Launch event with KOL, Government official and media

12. Activation – Road shows Promotions Sampling Events Exhibitions Fairs Edu-tainment Road shows Activations Roadshow for MSI’s tinh chi em in Danang & Khanh Hoa Roadshow for’s HWWS campaign nationwide (WB, MOH, WU)

13. Publicity - PR Media Relations Advertorials KOL Engagement & Endorsement Government Relations Workshop Public & Private Partners Program / Approach Celebrities Immersion Corporate PR Situation-Crisis Management Strong media results for Arla Foods launching Milex Celebrities immersion for Topleaf

14. REMBER THIS? Anybody can hire a band and a ballroom and call it an event. In the end, people are entertained, but tomorrow the ‘song and dance’ is as far from their memory as your message…and your money is down the drain. What makes an event a brand experience? Superior events are remembered; they mark a point in history. We are experts in creating experiences to surround & immerse audiences to communicate key brand benefits in a lasting way.

15. For many companies, Executive Visibility often is an ad-hoc tactic – with the CEO's calendar, not whether the company has real news, the determining factor. If CEOs or other senior executives don't position themselves and their companies in the press, their competitors will do it for them. Being pro-active here is extremely important because in the wake of numerous corporate financial scandals, the media, customers and investors are very skeptical. Star power Did you ever meet a true leader that hides? Not ever. Leaders are 'out there' - in the light, with strong voices and clear messages. This is powerful. Your PR agency should be your leadership power-tool. The agency is a networking expert and is the connector that will get you out into the light. We analyze perceptions and create strategic executive eminence tactics that keep you and hence your organization in the leadership position in stakeholders’ minds.

16. Time and again, market research proves that facts, figures, and statistics are most interesting to organizations and their accountants. A better approach for consumers and external stakeholders is to create moving, emotional branding and messaging approaches. We all know the power of film to convey the most emotional, tender moments. Video news releases (VNR) are an advertorial PR tactic that transform the printed word into the language of moving pictures for use on television or for display in public areas. Moving multimedia

17. Reaching them right where they are What is an advertorial anyway? The term ‘advertorial’ is a portmanteau of ‘advertisement’ and ‘editorial.’ We strategically design advertorials to be fitting with publication’s voice and design style. The difference between regular editorials and advertorials, is that clients have content approval of advertorials, a luxury not often provided with regular editorials. Advertorials are an effective way to deliver a controlled editorial message via strategic fusion of advertising and public relations practices. It ensures depth of message delivery and also precise-placement editorial coverage.

18. We came, we saw Rush through a site in a group, listen to a speech, take a gift bag, and get back on the bus! This is your average PR company's idea of a media tour. More than just a tour, our Media Engagements create lasting impressions that your media guests will love to write up. Our media tours start long before the tour with strategy and programming: what are your specific goals for the media tour? What strengths and what weaknesses will you let the media observe? How will they get hands-on experience during their visit? How about letting them try an activity to experience your organization?

19. Push-button PR PR campaigns can help control editorial content by issuing well-written press releases and including press-kit materials, making reporters and editors jobs easier, so they have every reason to publish. But for us, that is simply cost-of-entry, we believe in adding more value. Crafting the best editorial starts with analyzing target media readership. A direct, emotional appeal is the foundation of fresh pitch-angles that compel readers to absorb the content to the end. Its why we often get nearly 100% placement in our target media.

20. Projects

21. B2B in VN Every day, multinational’s must work through cultural under-standing issues. Being clear and simple is a key selling feature of companies doing business in Vietnam. A Danish maker of ready-made garments for global brands needed to show that it can deliver on promise. We modified their name, and created an identity system to convey peace of mind. Brand Identity Branding / Brand development for multinational companies in Vietnam who are marketing to Europe Project: Services / Solution:

22. To improve the quality and access of women's repro-ductive health, MSI introduced a branded franchise health clinic. They needed to take a UK-developed clinic brand and make it relevant to Vietnamese urban women. Freshness invites a visit. Along with a complete branded environment concept, print system, and publicity campaign, Leonito also produced all materials and installed a complete franchise package in 36 clinics across Vietnam in 4 weeks. Fresh and inviting BlueStar Franchise Expansion in Vietnam for GREY Localization, Environmental, Design, Print, BTL, Events, PR / Marketing to urban women in Vietnam Project: Services / Solution:

23. Our client approached us with a market gap, and through collaboration and partnership, we created a new F&B entertainment concept and strong brand based on target consumer insights. The resulting wine bar name and brand introduced approachable wine consumption to an eager market. After only two months of operation, Daluva entered among the top bars according to New Hanoian, and exceeded revenue targets in the first weeks of operation. ‘Chuc su khoe’, to your health! Blanc slate Daluva Corporate Identity and Brand Extension Corporate Identity, Retail Environment / Creating a new brand by partnering with our client who recognized a market gap but didn’t know where to start Project: Services / Solution:

24. Bad boys going good Save the Children had a project promoting adolescent sexual health. In an indirect approach to improve the health of youth, we helped develop a campaign to teach young men important life skills with embedded messages about HIV prevention and respect of young women’s choices. The result: "Project NAM - I am a Man" We implied the client’s public health messages within a logo: two characters sharing in their reach for the stars, a "I am who I am, so share it with me" context that boys will readily accept. Project: Services / Solution: Save the Children USA Social Marketing Project Brand Designing a brand that targets marginalized youth

25. PASS THE CHILI SAUCE Aesthetic sensibility is subjective already. When we audited VSO's print and stationery collaterals, we believed their design needed spicing up to appeal to the Vietnamese. We advised VSO to add a distinguishing graphic element to an otherwise rather blasé brand. Our insights indicate Vietnamese are attracted to colourful design solutions. Without significantly changing the identity, we developed the "VSO Vietnam colour block" graphic system. VSO Letterhead & IEC materials Branding, Design / Branding consultation for localization Project: Services / Solution:

26. Project: Services / Solution: Know One Teach One – K.O.T.O. graduation event design Design for a Social Marketing client servicing youth Whenever you have an event, how you project your brand image leaves the lasting impression. Long after the food, beverage, and entertainment are forgotten people should remember your differentiated message. For K.O.T.O.s 2008 gala charity and graduation event , in association with GREY, we developed a strategy for the creation of a show logo which was complimentary to the K.O.T.O brand values. What I remember is what matters

27. Streetwise NGO Brochure and IEC materials Design / Design and copy that lifts NGO communications to a new level of quality Project: Services / Solution: In Southeast Asia, HIV prevention information often escapes migrant populations, such as truck drivers and sex workers. CSEARHAP, a Canadian NGO, asked us to develop a brochure for them. We took a look at so many blasé brochures, and created something that will truly travel. The attention getting brochure and narrative-style copy delivers a clear statement to program partners, governments, and other policy advocates at a global HIV/AIDS conference in Ho Chi Minh City.

28. COFFEE TRAVEL This is multinational business at its best. An Italian coffee brand launches the classic Segafredo Zanetti café lifestyle retail outlets in Vietnam. The sell a unique blend of coffee originating from plantations in Brazil. Never mind one of Vietnam's largest exports is Arabica and Robusta coffee. So many espressos to sell, so little time; we helped get this new franchise off the ground faster in Vietnam by rapidly localizing their Italian brand, creating designs for menus, cups and other collaterals. Segafredo Zanetti Localization, Design / Localized print and copy for an International restaurant franchise brand Project: Services / Solution:

29. GLOCAL GIRL Among the well-known, home-grown labels in Vietnam is Ipa-Nima, handbags with enough bling to carry them into more than a few overseas stores. But how to get even more orders from Barneys, Harrods, and Niman-Marcus? Write a story, then invite the jet set. Lawyer-turned-designer Christina Yu is the essence of Ipa-Nima, so we extended her personality and voice into the web. The resulting website now has the quality and celebrity designer feel that will carry Ipa-Nima global. For their annual party, we helped bring in the jet set. Ipa-Nima Vietnam Ltd. Interactive, Publicity Copy, Publicity / Database of segmented influencer Vietnamese – fashion and lifestyle ‘cosmocrats’ Project: Services / Solution:

30. Europeans travel to Southeast Asia by the planeload. The European Commission would like them all to know that EC tax revenues are spent in the region on humanitarian aid initiatives such as those for disaster preparedness. Leonito devised an advertorial campaign, on behalf of Care, for the EC. Our strategic approach is an eye-catching photo with a headline that incites reading quick, to-the-point copy. VALUE FOR MONEY ECHO Advertorial PR, Design / Developing a strong design for major international in-flight magazines Project: Services / Solution:

31. InterContinental has the perfect venue on Hanoi's tranquil West Lake, but entering the market 100 years later than the closest competitor required some help to get them onto luxury traveler's itineraries. Our campaign positioned InterContinental as both traditional and modern; as near as you need it to be, yet also as far away as you want it to be. We also challenged the comfortability of staying inside the competitor’s 'historic site'. Project: Services / Solution: InterContinental Hanoi Westlake launch Advertising / Localized, targeted advertising strategy for an international hotel chain launching in Vietnam

32. RICE-COOKER 16+ million motorbikes on the road, but almost no helmets worn. ‘It's a rice-cooker’ and ‘it messes up my hairdo’ are among popular beliefs. AIPF had a big problem yet a small budget; so they asked Leonito + GREY for an idea to maximize impact. How to create an impact with a little money? We created a campaign appealing to the #1 priority among Vietnamese: ‘I love my family, I wear a Helmet’. To bring this to life with limited budget, we sold the idea on behalf of our client to partner-sponsors. From a free motorbike to the largest mall in Hanoi providing their main atrium on the busiest shopping day of the year, Leonito delivered more than we bargained for. Global Road Safety Week Activations PR, Events, Activations / Making a big impact with a small budget by using sponsorship negotiation Project: Services / Solution:

33. Getting close to your customer is trendy, and trendy customers are the secret ingredient. Annam knew it had the recipe for an emerging middle class with their Annam Gourmet Shops. But how to convince a population that doesn't know a box of water crackers from a tin of bonbons? GREY Vietnam devised a launch event and Leonito brought the celebrities. Our strategic idea, "influencer immersion event" brought influencers and celebrities together, creating a powerful media draw. FRESH PRESS Project: Services / Solution: Launching of Flagship Store PR / Leveraging our celebrity database to endorse premium brands and drive publicity

34. IMPERIAL CHOICE How to communicate above the clutter in one of the most crowded categories in Vietnam? Especially when every milk product claims it has the best nutritional ingredients. We looked back in time for the answer. We launched Arla using a unique category-escaping tactic: ‘If its good for the famous child-king, then it must be good for my baby’. This link has positioned Milex better than competitors, by leveraging pre-existing consumer understandings of what is premiumness. Launching of Milex brand powdered milk with GREY PR, Events / Connecting Vietnamese concept of premiumness to elevate quality perception of consumer products Project: Services / Solution:

35. When we cannot mention a product by name, its hard to market it. Our client BAT asked us to get some serious buzz going on the launch of Dunhill Top-Leaf. Our strategy was to create a consumer engagement experiences worthy of discussion for months after it happened. These people are experiencing a brand through the senses. Not a single logo is in sight, but other brand characteristics are present, like taste, sound, colour, and shape; all brand values and brand personality. Experiential events Launching of Top Leaf product with GREY PR, Events / Leveraging our database of segmented influencer Vietnamese – “Cosmocrats” Project: Services / Solution:

36. Reaching consumers in Vietnam is about understanding an environment influenced by China, India, France, Buddhism, Confucianism, and the United States. Diageo needed a tactic to move Irish Cream Liquor amongst consumers unfamiliar with the brand. Vietnamese 25-year-olds enjoy a strategic marketing tactic: a Baileys Home Party. Taking influencer-consumer marketing through the front door, where Vietnamese share their favorite occasions, paid off to the tune of a 50% increase in sales. Hitting home Baileys Occasions Campaign with GREY Design, BTL, Events / Reaching influencer consumers via intimate, home activation events Project: Services / Solution:

37. MUSIC TO MY EARS 76% of Vietnam's nearly 90 Million people are rural poor. TNS research has dubbed this group ‘the future mass engine of growth’. Public health workers care about keeping this large, vulnerable population healthy. How do you reach a deeply traditional audience with behavior change messages? We tapped into a traditional Vietnamese song that all mothers sing to their children, the song adapted to our driving idea: ‘five clean fingers for a healthy child’. Now, when moms and kids sing the song, they are reminded to wash their hands with soap. National Handwashing with Soap Campaign with GREY Brand, Design, BTL, Events / Using folklore to deliver key messages deep into hamlets Project: Services / Solution:

38. Vietnamese love football, but they are in the habit of watching at home or a local beer garden. ESPN StarSports asked us to invite 500 people and make them feel 'it's like being there', while the invitees engaged with the sponsor, ESPN StarSports and co-sponsors Tiger Beer and Nokia. This is the sight of raving fans. We transformed an exhibition hall into a total brand experience. 4,000 fans showed up – the largest turn-out of any in the region to date. MEGA EVENT ESPN StarSports GrandStand Event with G2 Mega-event / Immersive, mega-event production for global television sports network and international partner brands Project: Services / Solution:

39. HAVE SHOES Bucking the adage 'the cobblers children have no shoes‘, when Leonito became a partner to GREY, we decided the launching of GREY in Vietnam should prove to the world the stuff two partners can can do, even at our own party. Leonito's first project for GREY was to launch GREY itself in Vietnam. We created a gala event at the Reunification Palace in Ho Chi Minh city and ran a synchronized PR campaign announcing Grey has arrived in Vietnam. Grey CEO James Heekin left feeling confident that GREY would grow fast in Vietnam. He was right. GREY Vietnam launch & conference PR, Event / Major corporate event concept, production, and publicity Project: Services / Solution:

40. Eye on you (GREY Eye on Asia™) Advertisers should advertise. At least that's what we advised GREY to do. Grey has tools and resources that businesses should know about. GREY agreed to us helping them with on-going publicity and we delivered. We started GREY's publicity campaign by a simple, but timely release featuring Grey's Eye on Asia™ study. The press picked up on this en-masse, our strategy paid off as GREY is now on the top of the watch list of business news reporters. GREY Vietnam 2008 PR PR / Major corporate PR Project: Services / Solution:

41. BRIGHTER FUTURE Rural Vietnamese women did not feel their neighborhood health stations were ‘close to home’; because regional hospitals felt more hospitable. Leonito helped develop the strategy with GREY that resulted in 'tinh chi em', which means 'sisterhood', a branded social franchise for women's reproductive health. Integrating with the new, inviting branded experience in the clinics; we brought the brand to the target audience via a road show. The message: The neighborhood clinic has changed: now its about intimacy, holding hands; its about 'tinh chi em'. Raising Quality and Use of Commune Health Stations Branding, Design, BTL, Events / Grass-roots marketing in rural areas, introducing a brand to the people Project: Services / Solution:

42. Word of mouth in action Emerging middle class youth in Vietnam can't get enough of the cinema. Megastar cinemas bet on the trend and has opened luxury cinemas across Vietnam. The venture is paying off. Megastar asked GREY to devise an activation to boost viewership of movies after opening nights. Leonito executed the strategy, bringing in talent, film crews, and glitz, to pull people aside as they exit a film and ask them their impressions—all on live television. Project: Services / Solution: Megastar Theatres Activation BTL, Activation, Direct Marketing / activation marketing within a major cinema chain

43. People used to say ‘there is no real estate market in Vietnam’. The field was not level, nobody knew what's being sold, where, and for how much. Korean-American entre-preneur Paul Song set out to change that with a real estate portal promising to create a real estate information centre and marketplace in Vietnam. US Ambassador Mike Michalak speaks at MetVuong.com media briefing, organized by Leonito. Key messages and a compelling media kit led to immediate media results. NO MARKET MARKETING Publicity for Interactive Service PR, Media Briefing, Press Bureau / Media briefings for global business persons and political figures Project: Services / Solution:

44. I DID IT, SO CAN YOU US$6 Billion annually pours in from families abroad to their families in Vietnam. The tradition is to put it under the mattress. Overseas Vietnamese, or "Viet Kieu" (VK) formed a club to encourage people to invest their money in business instead—for Vietnam’s long-term economic benefit. Our campaign for the Overseas Vietnamese Business Club was based on the power of influencer audiences to spur the curious to action. Successful VK businessmen reached out to would-be VK investors to change people’s habits and to promote commerce. OV Club Investor PR Strategic Consulting / Leveraging Key Opinion Leaders for business club to draw investor interest and trust Project: Services / Solution:

45. Sowing seeds The World Bank's National Hand-washing with Soap campaign seeks to deliver public health behavior change communications deep into rural areas. But, how to reach a population that is not easily accessible, yet represents the largest, most vulnerable group in this time of rapid development? Leonito devised a below-the-line road show campaign that delivered GREY ATL mater-ials directly to the rural areas, like this rice farmer who is being invited to a music and theatre show. Our traveling shows draw thousands who learn the personal benefits of handwashing with soap. National Handwashing with Soap Campaign Brand, Design, BTL, Events / Bringing Above the Line materials into the rice paddy Project: Services / Solution:

46. LUSCIOUS LIMELIGHT We know how to package a pitch to maximize publicity presence. A new restaurant in a new venue needed a fresh way to launch itself and drive traffic. We proposed strategically crafted pitch angles to get attention in Hanoi's rapidly-expanding premium leisure entertainment category. We presented nineteen11 as a new standard in entertainment, taking the venue beyond the typical food and drink focus. Nothing short of 'wow', describes the media results for the launch; we clipped many dramatic multi-page spreads for our client, VTI. nineteen11 Restaurant at Hanoi Opera House Publicity / Developing pitch angles that attract attention and position brands Project: Services / Solution:

47. Project: Services / Solution: P&D Gender Equality – Domestic Violence Campaign Public / Private Partnership & Capacity Building Social Marketing campaigns can have fifteen or more stakeholders, including client, partners, donors, national and local government, as well as consultants. How to focus on the target audience with so many agendas to manage? Peace & Development (Paz y Desarrollo) had many partners with disparate objectives on a sensitive issue: Domestic Violence. They needed Leonito’s help to get the all partners to support their campaign. We facilitated the workshop resulting in Communications Objectives having the insights, full support and agreement of every stakeholder. Meeting of minds

48. Propagandists The Ministry of Culture and Information is a Vietnam government agency through which all public communications must be approved. They called upon experts at Leonito to help build internal professional capacity. As a result of our training, we can say we have changed the landscape of public information in Vietnam. We utilized our relationship with the Vietnamese Press Bureau to organize a training workshop for the media. We prepared content & materials and invited international media experts. Ministry of Culture & Information Capacity Building Events / Training the Government's PR team Project: Services / Solution:

49. The spin doctor’s doctor Governing all the press in Vietnam, is the Vietnamese Press Bureau. This agency is the governing body of all publications and all reporters, and give all the topics of what to write and what not to write, each month they have a national media agenda which reporters must follow. Before our training, reporters wrote reactively. Training the Media on writing positively and inserting in key messages rather than just reporting on negative things when there is a pandemic or a crisis. Our workshops helped them to organize their own on-going media training programs. Project: Services / Solution: Government Press Bureau training Strategic Consulting / Capacity building within the government to raise the quality of PR in Vietnam

50. REALITY ESTATE Real estate is white-hot in Vietnam. Speculators are driving up prices and construction is booming. This generates a lot of news; so how did Metvuong.com Magazine overcome noise in market place when it was time to launch? The press conference is yesterday’s tactic. Our approach is different. We personally invite reporters to intimate events at premium venues and there we deliver key messages in a conversational, engaging manner. The results speak for themselves. Met Vuong Magazine Launch Publicity Publicity for Magazine / PR, Media Briefing, Press Bureau / Media relations in the real estate sector Project: Services / Solution:

51. Team Structure

52. Organization Chart Account Management Public Affairs/Community Affairs Media Relations & Information Services Executive Office & Administration Grey group Vietnam - Public Relations Team Creative-Editorial & Production Services

53. Organization Chart Director Media Relations Public and Community Affairs Editorial Intelligence and Research Account Management Government Relations Social Marketing

54. Team: Aaron Everhart Account Director Aaron is a communications expert, specializing in branding. He has a BA in Literature from University of California (USCS-1995), an MA in English / Creative Writing from San Francisco State University (SFSU-1997), and an MBA from La Trobe University, Melbourne – Joint program with Hanoi University in Vietnam (HANU-2008). In 2006, Aaron co-founded Leonito in Hanoi, where he now functions as Account Director. Since arriving in Vietnam, Aaron has provided consulting, account management and creative services for over 25 local and multi-national clients. Prior to working in Vietnam, Aaron was at Landor Associates, the worlds leading brand identity consultancy in their San Francisco headquarters, where he worked on projects servicing over 50 global brands. Aaron is a Portland, Oregon native, and when he’s not working with clients, he can be found studying Vietnamese, or traveling throughout South East Asia.

55. Team – Aaron Everhart (continued) Clients served at Landor Eli Lilly AT&T Ford Coleman Adobe Systems Coors Intel Frito-Lay P&G AOL Austria Telekom Nortel Mattel (and over 35 others) Clients Served in Vietnam Daluva Wine | Tapas | Events Annam Gourmet Arla Foods Ingredients (Milex milk) Asian Partners Limited Bao Viet Holdings BTA Investments Exotissimo Travel Ninomaxx apparel Segafredo Zanetti Total Lubricants Hanoi International Theatre Society Navigos Group Vietnamworks.com MetVuong.com Asia Injury Prevention Foundation Care International Save the Children USA Family Health International CSEARHAP InterContinental Hotels MegaStar Theatres Ipa-Nima Limited PSI Marie Stopes International Vietnam VSO World Bank

56. Vu is a native Vietnamese who studied management, marketing, accounting and information systems in Sydney, Australia over the course of nine years. Vu has an MA (2009) in Communication Management and Public Relations Webster University (in progress). Vu returned to Vietnam in 2003 to develop and launch the Overseas Vietnamese Business Club. In 2005, Vu joined Ogilvy Public Relations Worldwide Vietnam in HCMC, Vietnam where he quickly rose the ranks to become Senior PR Consultant. In late 2006 Vu co-founded Leonito, and now is Managing Director of Leonito and also is PR Director for GREY Vietnam. Vu has provided consulting, account management and creative services for over 50 local and multi-national clients. Vu specializes in navigating Vietnamese business, political, and sociological environment, leading projects that help brands retain and establish leadership in increasingly competitive marketing categories. Team: Le Phan Vu PR Director

57. Team – Le Phan Vu (continued) Clients served by Vu include EU Delegations to Vietnam and Embassies in Vietnam Ministry of Planning and Investment Ministry of Agriculture and Rural Development Ministry of Culture and Information Press Bureau National Avian Influenza Steering Committee Ministry of Foreign Affairs Overseas Vietnamese Committee Fatherland Front Committee Provinces’ People Committees Business Associations and Clubs US-AID funded program for Avian Influenza Behavior Change Communications/Academy for Educational Development (AED) Unilever Mead-Johnson BAT Western Union GE Money MegaStar Theatre …… ..and many more………

59. Thank you Aaron Everhart [email_address] +84 907 144 561