HO CHI MINH CITY – Nivea has appointed Red Brand Builders as its digital agency-of-record to take on branding and marketing programmes online in Vietnam.
The appointment followed a multi-agency pitch where agencies were challenged to recommend how they could build the skin and beauty care brand online.
Chris Elkin, managing director of Red Brand Builders, said: “Internet usage in Vietnam has exploded recently, particularly amongst the youth demographic. Brands that really want to connect here need to think hard about how they extend their brand’s value proposition to offer unique benefits and new experiences. Digital presents an enormous opportunity to build a deeper, more emotional brand relationship with a highly influential audience.”
“We believe the Nivea team saw real strength in our understanding of the channel in the local market, our creative skills and focus on results.”
In other news, Red has also boosted its digital team with the appointment of New Media’s campaign director, Reinhard Rieger, who has been appointed digital director.