The Purpose Group Credentials

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  • The Purpose Group brings together five companies under one philosophy: Caring for people and obsessively adding values to peoples lives through the work we do with brands and companies. The integration of services equips us with better insights, better strategies, better ideas, and stronger executions, which allow us to build brands from consolidated perspectives, just within a single-stop agency. WE ARE
  • Giang Nguyen Group Director, The Purpose Group Nguyen Dac Phong Managing Director, Mind Caster Nguyen Tran Hoang Anh Communication Director, The Purpose Group Remy Jauffret" Creative Director, The Purpose Group And 80 members in the groupHuiwoon Tan Managing Director, Mash agency Nguyen Khanh Minh Thuy - Managing Director, The Window Ha Thi Lan Huong - Managing Director, BMC
  • We think together
  • We plan together
  • We create together
  • We build together
  • GENERATion P THE PURPOSE GROUP being inspired by the new generation of consumers who evolve to higher order of needs and lead life with clear purposes in mind, and by the sustainable success of purpose-driven brands (which we refer to as Generation P) commits to assisting brands in connecting with consumers and communities via meaningful and compelling brand stories.
  • R There is a rise in compassion, a belief in community values that is leading to community action.
  • GoodcauseTVshowSstill maintainhighratingS ! VuotLenChinhMinh LucLacVang ! Highestratingrealityshows promotefriendship, parenthoods,fairplay, andhard-work TheVoice Soyouthinkyoucandance Amazingrace R The brands committed to building their compelling and meaningful stories have won consumer's hearts and lead the market.
  • Brand Purpose is the fuel for a deeper connection with consumers Authenticity accountability 24/7 Engagetment Brand Purpose
  • We can flexibly tailor our services to answer your brief. Our resourcefulness guarantees endless possibility in partnership. The Window BMC Mind Caster Mash9am Marketing Insight Strategy Creative! Integrated Communication! Public Relation Marketing & PR Creative! Data! Marketing ! Technology Experiential Events! Channel Penetration! Shopper & Rural Marketing
  • SET MENU Strategic planning Integrated communication project management Brand team chartering, which provides you with an exclusive in-house marketing department A LA CARTE Services offered in our extensive menu A-Z branding in our 1-stop shop We have a broad range of expertise and services to answer your needs
  • Why work with us?
  • 4 Proudly local Vietnam is changing fast, which presents a number of opportunities as well as challenges culturally and socially. International exposure allows us to envision, whereas local understanding allows us to deeply immerse in the changes and build the future culturally relevant, constructive, and sustainable. 2 Under no illusions We are straightforward about what we expect our work to deliver. We are rewarded when we get consumers to buy and love the brands we work for. We trust the results. 1 True integration Our business structure of integrating Insight - Planning - Going-to-market enables thousands of elements throughout the branding chain to bring IDEA to life without diluting the brand message. This makes us unique. 3 Flexible & cost effective With a comprehensive menu of services, we are exible to cater to your various needs while helping you exempt the complications of managing multiple-agency, as well as its consequential cost.
  • Established in 2009, the Window has consistently gained clients trust and recognition as the reliable partner and insight nder. Using both qualitative and quantitative approach, the Window specializes in discovering cultural changes, shopper & rural insight, and usage and behavior tracking. Nguyen Khanh Minh Thuy Managing Director 18 years of experience in the research industry Key clients
  • BMC is the latest merging between Brandmaker and Mindcaster to rm up the biggest agency in the Purpose Group. BMC is the Third-Wave communication agency model where strategy, creative, content, and project management converge. This model allows BMC to be exible and responsible to market changes while effectively bringing the brand integrity through lines to be engage with consumers and customers.! BMC services specialize on strategic integrated planning and communication, creative, corporate communication, and PR. Key clients Ha Thi Lan Huong Managing Director 10 years of experience in marketing and communications
  • Mindcaster retains its equity in marketing and communication services from traditional PR to social communication. Mindcaster is exible to charter the team and customize the services to needs requested by each client. Nguyen Dac Phong Managing Director 18 years of experience in brand building, and 7 years of experience in PR Key clients
  • 9am/ 9am engages brands to the youth, housewives, shoppers, retailers, and rural consumers via edutainment and useful activities. Beside one-off events, 9am offers strategic planning and go to market solution with cost efciency to set up new channels to connect brands with consumers. Nguyen Tuan Phuong Managing Director 18 years of experience in trade marketing and brand activation Key clients
  • Mash differentiates themselves with other digital rms by their strong ROI-driven. By continuing to measure and evolve, they can improve ROI and show how digital drives business and brand over time. Mash provides digital and direct marketing services from strategic planning to creative and engagement plan in digital world. Hui Woon Tan Managing Director 10 years of experience in brand building and digital marketing. Key clients
  • BRANDS Birds Nest THE CHALLENGE" BRANDS Birds Nest being almost 3 times more expensive than its competitors, it is critical for us to nd a compelling angle to reset the positioning of BRANDS Birds Nest in the market and continue its growth. The challenge for us was to tell the superiority story of BRANDS Birds Nest clearly to consumers without reasoning birds nest myth. ! ! THE PURPOSE" To be the category educator who provides transparent knowledge of birds nest rather than mystifying consumers with myths. ! ! THE EXECUTION" We managed to redene the Ready-To-Drink Birds Nests standards and built BRANDS Birds Nest as the Gold Standard of Premium Quality. Over 3 years of progress, the Gold Standard of Brands Birds Nest has been redened from 4S (Source, Standard, Savor, Skill) to benchmark with 4C of measuring Diamond Superiority, to 4 signs of superior birds nest to the Long Whole Strand as the single-minded outstanding signal of premium quality. These propositions have inuenced and educated consumers to perceive Birds Nest the way BRANDS denes.! ! The continuing brand communication has resulted in consumers strong loyalty and advocacy in BRANDs Birds Nest over competitors. Consumers verbatim I appreciate it that BRANDS teachesconsumers the knowledge of selecting birds nest; it shows the high class and expertise of a brand. Testimonialsubmissions 1304Our 2013 testimonial Campaign has already generated more than 1000 testimonials as BRANDS stakes its claim as the Premium Birds Nest. Service: Integrated communication planning and execution ! Agency-Client Relationship: Long-term partner since 2011! Agencies involved: The Window, Brandmaker, Mind Caster, Mash THE IMPACT
  • BRANDS Birds Nest
  • Samsung Smart Libraries THE CHALLENGES" We were challenged to develop long-term CSR strategy and plan for Samsung in the education sector to answer the need of local community, reinforce (including those of policy makers, Samsung employees, local governments, and particularly the local communitys). ! ! THE PURPOSE" We wish to utilize smart technology to change childrens lives in Vietnam. ! ! THE EXECUTION " We resolved this project by deeply researching the local needs, clearly mapping out the stakeholders needs and conceptually developing the Samsung Smart Library franchise with 4 key elements: reading materials, library space and entertainment equipment, training and operation system. This franchise has been implemented across 10 provinces in Vietnam over the last 3 years to bring Samsung closer to local consumers. ! ! To gain the social awareness, we have launched the social campaign the book that changed my life in both PR and digital platform in association with Tuoi Tre, Phuong Nam Books, and book lovers communities. This campaign attracted 2