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For a long time, marketing was treated as a function. A department. A cost centre that produced campaigns, managed channels, and supported sales. That mental model has survived social media, influencer marketing, and even data-driven performance advertising. But it will Read More …
There’s a moment I keep coming back to in my work with brands across Vietnam and Asia. It’s the moment a client says, “But we already ranked number one on Google, why aren’t we showing up for people anymore?” My Read More …
Over the past decade, Vietnam has risen as one of Asia’s most dynamic exporting economies. But with growth comes vulnerability, and right now, we’re feeling that vulnerability more than ever. When I look at the data and compare it with Read More …
I’ve spent almost two decades working at the intersection of public relations, communication strategy, and crisis advisory across Vietnam and Asia. And if there’s one truth I’ve learned, it’s this: our industry has always been about impact, not impressions. But Read More …
The more digital data I read, the more convinced I become that the real currency of 2026 isn’t impressions, clicks, or reach. It’s attention with intention. People are not consuming more content because they love brands; they’re consuming more because Read More …
Every time I teach a crisis communication class or counsel a brand facing unexpected turbulence, I’m reminded of one truth: a crisis doesn’t damage you – your response does. And in 2026, when news cycles move faster than emotion, and Read More …
When I first read Worldcom’s 2026 Future of Communications report, my first reaction was: this is not a “future trend” deck anymore – this is our daily reality, just accelerated. As someone who has moved between academia and agency work Read More …
The longer I work in communications, the more I realize this: we are no longer just managing messages; we are managing threats. Not the old-fashioned threats – an angry customer, a bad review, a negative article. I’m talking about synthetic Read More …
There is a shift happening quietly across the Asia–Pacific communications landscape, one that every marketer, PR professional, and corporate leader should pay attention to. Today, brand health is no longer something you measure quarterly, write in a PowerPoint, and discuss Read More …
I’ve always believed that digital behavior tells us more about society than any political speech or marketing trend report. When people change how they search, scroll, and share, they’re revealing what they value, what they fear, and what they trust. Read More …
