2. CONTENT
WHO WE ARE
SCOPE OF SERVICES
OUR CLIENTS
SUCCESS STORIES
CONTACT US

3. WHO WE ARE
• Combined experience of over 20 years in marketing
communications
• Customized communications solutions to clients nationwide
• Uncompromising commitment to quality services
• Goal oriented, reliable and dedicated
• A strong team of highly experienced and professional staff
working on various industries: ICT, nutrition & beverage,
FMCG, automobile, finance & banking, animal feed etc.
• Strong presence in both economic hubs Hanoi and HCMC

4. OUR
APPROACH
TO PR
Successful
Enhancing the companies and
Proactive approach value of clients‟ products must be Credibility and
to building a nation brands and their able to reach reputation are the
Stakeholder-centric wide network with relationships with customers on an foundation of
approach the mass media key stakeholders emotional level corporate success
Communications are all about building a long-term
relationship with a company‟s stakeholders

5. STRATEGIC
COMMUNICATIONS
PYRAMID
Communications
Programs
Messaging
Communications Strategy, Tactics
Stakeholder Analysis
Communications Objectives
Business Objectives

6. SCOPE OF
SERVICES
Strategic
Communications
Corporate Video &
Documentary
Government
Production Relations
Strategy
Event Corporate Social
Management Responsibility
Issue
Management
& Crisis
Communications
Media
Media Booking
Relations

7. OUR CLIENTS
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…………………………………………………………………
…………………………………………………………………
…………………………………………………………………
…………………………………………………………………
ICT
………………………………………………………………………………………………………………………
Finance / Banking
Insurance
………………………………………………………………………………………………………………………
Milk / Food / Beverage NFG Tobacco
………………………………………………………………………………………………………………………
Group Coupon
………………………………………………………………………………………………………………………
Animal Feed Dental Others
………………………………………………………………………………………………………………………

8. STRATEGIC
COMMUNICATIONS
CONSULTANCY

9. STRATEGIC
COMMUNICATIONS
CONSULTANCY
As a holistic PR consulting firm, Pioneer provides valuable Strategic
Communications Consultancy to clients from various industries. Our
consultancy is based on our deep industry insights gained through
our extensive network of contacts, years of working experience and
comprehensive research.
We place great emphasis on customized client services as we
believe that One size does not fit all
Hoai Anh has a 15 year career in public
relations. A former Vietnam Investment We deliver a wide range of Communications Consultancy services
Review journalist and corporate
communications manager of Ford Motor
• Corporate Communications Strategy • Creative & Editorial services
Company and British American Tobacco.
• Marketing Communications • Copywriting & editing
Hoai Anh holds a Diploma in Business
Management from Henley Management
• CSR • Graphic design & production
College, UK, and a B.A from the Hanoi • Issue management and Crisis • Corporate Video &
University for Foreign Studies communications Documentary Production
• Digital PR

10. STRATEGIC
COMMUNICATIONS
CONSULTANCY
CORPORATE COMMUNICATIONS STRATEGY
We believe corporate communication is essential to the success of any organizations. We
provide both internal and external communications consultancy to support our clients in
communicating the right messages to their
Stakeholders.
We serve both international and local clients in building a strong corporate brand and
shaping a positive stakeholder perception of their organizations and industries.
MARKETING COMMUNICATIONS
Over the years, we have been tasked with helping our clients launch their new products
and brands in the Vietnam market using stakeholder-centric communications
approaches from key opinions leaders, round table expert discussions to full fledged
integrated marketing communications.

11. STRATEGIC
COMMUNICATIONS
CONSULTANCY
ISSUE MANAGEMENT & CRISIS COMMUNICATIONS
Any organizations should shield themselves from crises by an effective crisis
communications plan. Crises can happen any time and are so diverse: it could be a
product complaint, it could be a financial issue or even a high profile corporate fraud.
Whatever crises may be, whether they are at an issue or a crisis level, we provide our
clients with preventive methods or effective crisis communications plans. Timely and
appropriate response can make all the difference.
CORPORATE SOCIAL RESPONSIBILITY (CSR)
CSR represents "the integrity with which a company governs itself, fulfills its mission, lives
by its values, engages with its stakeholders, measures its impact and reports on its
activities.” – Source: DPI website, UK
Some notable examples of CSR are poverty reduction and providing education for
poor farmers‟ children, environmental stewardship, and traffic safety education. We
work with various stakeholders, including prestigious media, to build a CSR program
that sustains and garners public recognition.

12. STRATEGIC
COMMUNICATIONS
CONSULTANCY
CREATIVE & EDITORIAL SERVICES
The core to success of a PR campaign lies in the creative and editorial
capability and relationship with the mass media of the agency. Creative
ideas that target the right audience, inspires and persuades them to buy a
product or believe in a value count. We provide various creative services
below
Copywriting & editing: Pioneer Communications‟ capability in the field is
demonstrated by over 60 PR projects carried out for both international and
local clients. Our editorial service gets high recognition thanks to our in-
depth knowledge and insights in various industries as nutrition,
communications service, automobile tire, insurance, education or animal
feed etc. Our professional editing team consist of both native language
and Vietnamese editors.
Dave Lemke graduated, with honors,
from Carleton University in Ottawa, Graphic design & production: Pioneer„s Creative team has pleased those
Canada, with a degree in English Lit.
clients who require high quality via several creative Print Ads, Advertorials,
Besides his 4 years editing TV and film
scripts at VTV4, Dave has been Event concept and decoration.
contracted as a language editor by
PVEP, PetroVietnam, TH True Milk, VIN Corporate Video & Documentary Production: We do a lot of corporate
Group etc. video and documentaries for clients, especially those on GreenFeed‟s CSR
program.

13. STRATEGIC CASE STUDY: ABBOTT
COMMUNICATIONS TRIDENT - Abbott’s acquisition of long standing distributor
CONSULTANCY in VN - 3A Nutrition (Aug 2012)
Communications Objectives Challenge Target Audience
Announce the mutually Business partners/
Possible
agreed acquisition which Retailers/ Customers
misinformation/misinterpretation
reinforces Abbott‟s strong
that this is a multinational‟s take-
commitment to Vietnam‟s
1 healthcare growth and the over of a local company to gain
market dominance HCPs/KoLs
wellness of Vietnamese
consumers
Emphasize Abbott‟s Government Bodies
continued innovation &
bringing science leadership/
2 knowledge to HCP
community in Vietnam

14. STRATEGIC CASE STUDY: ABBOTT
COMMUNICATIONS TRIDENT - Abbott’s acquisition of long standing distributor
CONSULTANCY in VN - 3A Nutrition (Aug 2012)
Media Strategy
Announce news via media release to ensure better message control
+ Issue media release to Tier 1 media, followed by strategic media interviews.
Position acquisition as a mutual agreement/partnership between Abbott & 3A Nutrition
• 18 years of trusted partnership
• This is the right time for the acquisition to take place
+ For Abbott: Emerging market presence & Vietnam is a key market.
+ For 3A Nutrition: Opportunity to take the business to the next level of success
Deliverables  Exclusive interviews with top executives of Abbott Nutrition
International and 3A
 In-depth/feature articles on leading economic and business media
 Immediate news reports after the acquisition

15. STRATEGIC CASE STUDY: ABBOTT
COMMUNICATIONS ISSUE MANAGEMENT - Abbott Under Media Attack
CONSULTANCY
Abbott is one of the top international nutrition companies in VN with impressive business
Background
records. However, the prestigious organization is under media attack regarding its milk
price or quality related issues or due to any other unexpected reasons.
Challenges A media campaign was deliberately planned and launched against Abbott by the
competition to undermine consumers‟ trust in Abbott brand and eventually hurt its sales.

16. STRATEGIC
CASE STUDY: ABBOTT
COMMUNICATIONS
ISSUE MANAGEMENT - Abbott Under Media Attack
CONSULTANCY
Strategic Solutions
• Recommend a low key, informal approach
SHORT • Utilize influence and network among the local media circle to stop
TERM the spread of negative press coverage
PLAN • Follow up with key media to monitor the situation on a daily basis
• Enable stakeholders to understand about the essence of the crisis
LONG
• Assist Abbott in building a solid positive working relationship with the media
TERM
• Consult on an overall stakeholder engagement strategy to build corporate reputation
PLAN

17. STRATEGIC
COMMUNICATIONS CASE STUDY: ABBOTT
CONSULTANCY ISSUE MANAGEMENT - Abbott Under Media Attack
Deliverables
Block negative coverage and generate positive editorials on Abbott in
leading print, online publications and TV
A much improved situation afterwards…
• Succeeded in building a good relationship with the media.
• Annual Media Day organized to strengthen media relations and
understanding
• Media visit to Factory and R&D Center in Singapore
• Positive Abbott image appears in leading tier 1 media
Gain credibility and trust from consumers, media and stakeholders
Explain clearly to consumers and stakeholders about this unfounded
rumor spread by the competition and demonstrate there was no bug in
Reaching the poor in Quang Tri Abbott milk
April 2008

18. STRATEGIC
COMMUNICATIONS CASE STUDY: NUTRITION FOOD GROUP
CONSULTANCY ISSUE MANAGEMENT - The Milk Price Issue Strategic Solutions
Tackle the misperceptions about
Background increased milk prices to shape
1 the views of policy makers, the
It is likely that milk products will be added to a price media and consumers
regulation list. The “Vietnamese use Viet products”
movement initiated by major local milk companies has
received strong support from the Government.
Emphasize to key stakeholders
that today‟s consumers have a
Challenge 2 lot of choices thanks to the milk
market being highly competitive
NFG will be affected significantly by the possible
governmental controls. Media and customers have
negative impression about formula milk price increases,
especially imported milk.
Communicate to policy makers
and legislators on the
3 unsuitability of ‘price control’
measures in a market economy
Nutrition Food Group (NFG) has seven members: Abbott, Aria Foods,
Danone Dumex, Friesland Campina, Fonterra, Mead Johnson and Nestlé.

19. STRATEGIC
CASE STUDY: NFG
COMMUNICATIONS
ISSUE MANAGEMENT - The Milk Price Issue
CONSULTANCY
Multi-branched approach Key Opinion Leaders‟
analysis on the
Government‟s market
Increase understanding management
Milk brands are not the
of MILK to show that biggest ad spenders 
Vietnamese consumers correct the notion that milk
are enjoying the results price increased due to big
of the latest and most spending in advertisement
advanced technologies
from NFG members
MILK PRICE ISSUE
“Do not take advantage of The rise in milk price is
patriotism” : foreign products part of a trend in price
help local ones improve their hikes, not a sudden
quality Competition is change
key to protecting
consumer
interests

20. STRATEGIC
CASE STUDY: NFG
COMMUNICATIONS
ISSUE MANAGEMENT - The Milk Price Issue
CONSULTANCY
Deliverables
Milk brands are
not the biggest
spenders

21. INTEGRATED
CASE STUDY: IBM VIETNAM
MARKETING
IBM LOTUSPHERE COME TO YOU
COMMUNICATIONS
Background
Product launch event & press conference
in both Hanoi & Ho Chi Minh City
Theme
IMB Lotusphere comes to you
Deliverables
Extensive media coverage on leading IT
& general publications: Saigon Economic
Times, PC World Online, Saigon
Businessman, eChip, Saigon Computer
Times, The Youth, The world @ …

22. CORPORATE
CASE STUDY: GREENFEED
COMMUNICATIONS
Corporate Brand Building
STRATEGY
GreenFeed (GF) is ranked fourth among animal feed companies in Vietnam. The company
Background
started its operation in 2003 and has expanded extensively to 5 branches in Vietnam &
Cambodia.
Starting from scratch, GF had no strategic communications plan to support their business
Challenges
objectives. The company brand name was barely known among the publics as compared
to its rivals.
• To increase awareness of the GreenFeed brand among key stakeholders ranging from
Objectives
investors, business partners to farmers, the public, media and the employees.
• To raise GreenFeed‟s position in the animal feed market
Strategic Solutions
+ +
Putting CSR at the center of External Internal
brand building and using communications CSR Program Internal
communications
PR as the primary tool Communicati
ons

23. CORPORATE
COMMUNICATIONS
CASE STUDY: GREENFEED
STRATEGY Corporate Brand Building
CSR
Communications
“Funding the needy farmers to help their children go to school”
Tools
program
Organizer: Tuoi Tre newspaper and GreenFeed
• Print and Online media
• Event: GALA for fund raising
• CSR film broadcast on national and provincial channels
• Giving scholarships to good students
Topics for external communications:
Internal communications
• GF and its active role in creating a clean, safe and • In-house newsletter “GreenFeed news”
sustainable food chain
• High quality PIC pig semen and tra fish breed and their
benefits to the farmers External communications
• GF aims at sustainable growth in Vietnam, with a strategic
vision and mission
• Print & Online media
• GF is always a reliable partner accompanying with the • Corporate video
local community

24. STRATEGIC CASE STUDY: GREENFEED
COMMUNICATIONS CSR program: Funding farmers to help
CONSULTANCY their children go to school
Background
• Starting in Dec 2010, the program aims to help poor farmer
households to rise from poverty and give their children the best
education possible -nurturing them as future talents.
• The first period (2010 – 2012) provided over VND 3 billion to 240
needy farming households in 4 provinces as well as scholarships worth
over VND 200 million to students with good academic results.
• The second period (2012 – 2014) funds VND 10 billion to 480
selected farming households in 8 other provinces across Vietnam.
Pioneer is the exclusive PR agency initiating and designing the CSR program that
connects Greenfeed with Tuoi Tre newspaper, Farmers’ Association and other
stakeholders.

25. STRATEGIC CASE STUDY: GREENFEED
COMMUNICATIONS CSR program: Funding farmers to help
CONSULTANCY their children go to school
Deliverables
• Raising VND3 billion from business partners, customers and GreenFeed
staff
• The CSR program becomes the exclusive brand of GreenFeed
• Increase the popularity and media‟s awareness of the GreenFeed brand

26. CORPORATE
COMMUNICATIONS CASE STUDY: ACCA
STRATEGY Corporate brand building
Challenges: When it first established
presence in Vietnam in 2003, the ACCA
name was little known outside the circle of
Finance professionals
Strategy: To position the ACCA as a
strategic partner of Vietnam‟s Accounting
and Audit Industry
Deliverables: ACCA degree is now
regarded as a “must-have” qualification for
auditors and accounting professionals.
ACCA has become closely associated with
the development of Vietnam‟s accounting
industry.

27. CORPORATE
COMMUNICATIONS CASE STUDY: CITIGROUP
STRATEGY Product Launch: CitiGroup’s direct custody services
Objectives
Positioning Citigroup as a world
leading financial institution
• Highlighting Citigroup‟s world class
services to corporate clients in
Vietnam

28. CORPORATE
COMMUNICATIONS CASE STUDY: CITIGROUP
STRATEGY Product Launch: CitiGroup’s direct investment online
• Highlight the two Internet Banking
channels to serve customers in
Vietnam– Citibank® Online
Investments and CitiConnectSM
web-enabled Financial Services.
• Communicate Citi‟s commitment
to improve Vietnam‟s financial and
banking infrastructure and services

29. DIGITAL PR
CASE STUDY: GOODYEAR
Background
Goodyear is a world leading manufacturer of car tires with 114
years of operation worldwide. It is the leading tire brand in the US
with its rep office in HCMC, Vietnam. In May 2012 the company
needs a comprehensive digital marketing plan to highlight its
innovation value, change customer behavior and eventually
strengthen the corporate brand.
Objectives
* Raise awareness of Goodyear
Innovation is key to distinguish Goodyear from others
* Offers a range of products for various vehicle segments
with key benefits such as quiet & comfort tires
* Associate INNOVATION with Goodyear brand

30. DIGITAL PR CASE STUDY: GOODYEAR
Forum
Online+Print
• 2 forums media
• 8 key influencers
KPI
• 2000 comments &
•News on 15 leading
100,000 views KPI online & print media
in 2012
Facebook SEO
•10,000 fans like Goodyear VN Fanpage
•Fan category: Male (70%) & Female • Upgrade key words ranking to
(30%) aged from 25 living in big Vietnam top 10 Google Vietnam
KPI cities KPI •20 times increase in website &
• 3 online contests microsite traffic
30

31. BRAND CASE STUDY: DETEC
BUILDING Product brand building
• Detec is a pioneer in manufacturing dentures with
Background professional, modern and international standards.
• Comfident is a removable cosmetic dental product
having international patent firstly appeared on Vietnam
market.
• Pioneer is appointed as the marketing consultancy of
Detec - Comfident: overall marketing plan, brand
identity, product introduction video & website
Website Brand Identity
Deliverables
TVC

32. CORPORATE
CASE STUDY: VIETNAMOBILE (V//)
COMMUNICATIONS
STRATEGY
Challenge
Launched in April 2009, V// is a young mobile operator in Vietnam. Negative
impression from HT Mobile era must be removed to position V// as a dynamic, young,
creative and customer-focused network.
Strategic solutions
• Improve the relationship of V// with media: Media Day, Thank You Parties, New Year
• Build V// Brand as a dynamic, young, creative and customer-oriented
• Manage negative articles on V//, engage media in affecting policy change
• Provide regular strategic consultancy via integrated marketing communications
Deliverables
• V// is now the 4th biggest network in Vietnam
• Closed the gap between V// and the 3 giants in consumers and media perception
• Strengthen the position of V// as the best on-net mobile operator

33. DIGITAL PR CASE STUDY: VIETNAMOBILE (V//)
VIETNAMOBILE UNEXPECTED ADVANTAGE
Campaign
•Created V// Facebook fanpage.
•Convey the message “Unexpected advantage” to shape
customers‟ perception of V// as an innovative network
Objectives
• To increase brand awareness among customers and their
friends
• To interact closely with customers and their friends.
•To effectively and timely support new marketing
campaigns and product launches
Deliverables
•In 2 weeks: generated more than 1000 fans, 600 posts in
every agreed social channel, attracting thousands of
comments and attention.

34. CORPORATE
CASE STUDY: MICROSOFT
COMMUNICATIONS
Corporate brand building
STRATEGY
Challenges 10 years ago, Vietnam was among the countries with the highest software piracy rates- 98%
Strategic Solutions • A strategic media relations campaign aimed at policy makers, IPR law
enforcement authorities, IT channels and end-users
• Garner support from Government, policy-makers & public
Deliverables • Effectively leverage media coverage on numerous inspections by software copyright
enforcement authorities and indirectly contributed to building a more effective legal
framework.
• More effective piracy enforcement and awareness lead to a much more successful
business. In 2004, Microsoft had only 13 employees in VN but after 6 years, the staff rose to
nearly 200

35. MEDIA RELATIONS &
GOVERNMENT RELATIONS

36. MEDIA CASE STUDY: TH TRUE MILK
RELATIONS New Product Launch
Background
Born with a mission to provide truly fresh milk to Vietnamese customers
with the purpose of improving the well-being and developing
intelligence of Vietnamese people, TH True MILK has grown to become
one of the leading milk brands in the market..
• In Oct 2012, TH True Milk launched 3 new fresh milk products:
supplemented with Collagen, Calcium, Phytosterol - which
revolutionized the fresh milk market. The launch of these 3
products turns an important page in the TH story : true farm, true
cows, true and pure milk for the well-being of Vietnamese
people.
• Pioneer Communications is tasked with executing a public
relation campaign to support the new product launch across the
country.

37. MEDIA CASE STUDY: TH TRUE MILK
RELATIONS The Launch of Nutrient-supplemented
products
Deliverables
47 news and 56 featured articles on
leading print and online media

38. MEDIA CASE STUDY: TH TRUE MILK
RELATIONS International Milk Conference
The
Challenge
• Most consumers are not fully aware of the
difference between pasteurized milk and UHT
milk. This has been taken advantage of by the
competition
• In Nov 2012, TH True Milk collaborated with the
National Institute of Nutrition and O2TV to
organize an International Milk Conference in
both Hanoi and HCMC with an aime to provide
consumers and stakeholders in-depth knowledge
about fresh milk and milk usage trends in the
world and in Vietnam, as well as milk material
sources, functions of fresh milk supplemented
with nutrients.
• Pioneer was tasked to develop and execute a
comprehensive media relations program to
convey the key messaging of the conference
and to promote transparency in fresh milk
product labeling.

39. MEDIA CASE STUDY: TH TRUE MILK
RELATIONS International Milk Conference
Deliverables
60 news and 50 featured articles on
leading print and online media
9 news reports on leading TV
channels: VTV1, VTC1, HTV1, FBNC,
Info TV…

40. MEDIA CASE STUDY: AFINS
RELATIONS Abbott Fund Institute of Nutrition Science
Midterm Review Conference
Background • The Abbott Fund and the Global Heath Collaborative at the Boston University School
of Medicine joined Bach Mai hospital, the National Institute of Nutrition and Hanoi
Medical University on sharing updates on the progress and results to date for the
Abbott Fund Institute of Nutrition Science (AFINS) on 7 Nov, 2012.
• AFINS is the 1st program of its kind in the country to advance clinical nutrition with 3.8
million USD supported from the Abbott Fund.

41. MEDIA CASE STUDY: AFINS
RELATIONS Abbott Fund Institute of Nutrition Science
Midterm Review Conference
Deliverables
• 50 news, 9 feature
articles on leading
print & online
media
• 2 news reports on
VTV1 & O2TV
• 1 exclusive
interview on Việt
Nam News

42. MEDIA CASE STUDY: MUTRAP
RELATIONS European Trade Policy and Investment Support Project
Background
• A 16 million euro project funded jointly by the EU and Vietnam
Government, MUTRAP aims to further integrate Vietnam into the global,
ASEAN and sub-regional trading systems and to enhance EU-Vietnam
trade and investment relations, maximizing the benefits for the country's
economic development, inclusive growth and poverty reduction.
• Communications plan for this project will support the Ministry of Industry
and Trade in facilitating sustainable international trade and investment
through improved capacity for policy making, policy consultation, and the
negotiation and implementation of related commitments, particularly vis-
à-vis the EU.
65 news, 5 featured articles on leading print & online media
Deliverables
1 news, 1 documentary on VTV1

43. MEDIA CASE STUDY: ALSTOM
RELATIONS JV between Alstom & EVN
Background
Alstom is a global leader in power generation, power
transmission and rail infrastructure, setting benchmark for
innovative and environmentally friendly technologies.
• Alstom and EVN signed the Joint Venture (JV) between Phu My
Thermal Power Company, Alstom Asia Pacific and Alstom
Vietnam on 18 May 2012 . The signing ceremony was held
successfully with the participation of Vice Prime Minister Hoang
Trung Hai.
Deliverables
- 52 news and featured articles on leading print and online media
- 2 reportages on TV

44. MEDIA CASE STUDY: MJ GROUP
LAUNCH Nhommua.com & Diadiem.com merger & a $60 million deal
Background
• One of the largest online commerce investments in Vietnam‟s History
• The merger is accompanied by a $60 million deal between IDG Ventures, Rebate
Networks (Germany), and ru-Net (Russia) – the world‟s premier investment groups with
deep expertise on online commerce and internet business.

45. MEDIA CASE STUDY: ACE LIFE
RELATIONS ACE Life Grand Opening Ceremony & Press Conference
Background ACE Life Vietnam) is part of the ACE Group of Companies, one of the world‟s
largest multiline property and casualty insurers, operating in 53 countries.
•Organize press conference on the opening of ACE Life Branch in Hanoi
Objectives • Build close relationship between ACE Life and the media
• Strengthen ACE Life commitment to liberalize the local life insurance market
•ACE Life Opening ceremony was featured on many leading publications,
news on VTV Prime time 19:00, news on Hanoi TV.
Deliverables • Highlighting ACE Life‟s outstanding success in 2006 despite unfavorable
situation of Vietnam‟s insurance industry
• Creating a comparative advantage for ACE Life
• ACE Life gains firm share of Vietnam’s life insurance market

46. CASE STUDY: ERICSSON
MEDIA LAUNCH
Corporate brand building
• Challenge: ICT was a rather new industry in early 2000. Pitching news to media required very detailed and
comprehensive press information
• Objectives:
Project an image of Ericsson as a key partner in Vietnam‟s ICT development
– Major 2G & 3G technology provider to telecom operators in Vietnam
– Green Technology to address Climate Change issue

47. MEDIA CASE STUDY: ERICSSON
RELATIONS

48. CASE STUDY: TNT
Grand Opening of TNT Hanoi operation center
MEDIA LAUNCH Oct - Nov 2010

49. MEDIA LAUNCH CASE STUDY: ARISTON
Brand & Production Promotion campaign for MTS group
Objective
• Affirm the position of ARISTON as the leading
water heater brand in the Vietnam market
• Communicate the core values of the ARISTON
brand such as caring, comfort for the family, and
State-of-the-art Italian technology

50. GOVERNMENT
RELATIONS
• We are proud of our trustworthy relationship with several ministries in
Vietnam.
• Our deep understanding of the Government structure and the way it
operates is crucial to our ability to assist our Clients with regards to
Government relations building.

51. MEDIA & CASE STUDY: BUSINESS SOFTWARE ALLIANCE
GOVERNMENT Software copyright education & enforcement
RELATIONS
Vietnam‟s piracy rate was a thorny issue, up to 92% in 2005. How to give advice to
Background relevant policy makers to develop a more effective legal framework on software
copyright protection and embark on a proactive enforcement program to support BSA
members‟ businesses.
Strategy • A wake up call through education and mass media
• Use PR to leverage enforcement activities
• Ongoing public and stakeholder-focused education
• Step up IPR law enforcement
Deliverables • The passing of Government Decree No. 47 and imposing max administrative fine of up
to VND 500 million.
 Vietnam‟s piracy rate has also reduced significantly, from 92% in 2005 to 81% in 2011.

52. GOVERNMENT
CASE STUDY: ITALIAN TRADE COMMISSION (ITC)
RELATIONS
•The largest -ever Italian business mission to Vietnam over the past 20 years, from 4 to 7
Background November 2008. Over 1800 business matching meetings (B2B) were held between Italian
and Vietnamese companies, in both Hanoi and HCMC. Many outstanding business
activities were organized by ITC, ABI, Confindustria with support from VCCI.
Theme •Golden Opportunities for Strategic Partners
• Pioneer was the exclusive PR agency and contact point for Government relations
Pham Gia Khiem
Deputy PM

53. MEDIA
CASE STUDY: ITALIAN TRADE COMMISSION
RELATIONS
Deliverables
•Multi communication channels: Print media, TV, Radio, Webcast, advertising
• Over 80 news stories and feature articles and exclusive interviews in all leading publications
• 8 TV reports
• 20 advertorials in 14 major print newspapers

54. GOVERNMENT
CASE STUDY: VIETNAM DAY IN SWEDEN
RELATIONS
Background
* The biggest PR project ever undertaken by an international Company in Vietnam.
Comvik International was the exclusive sponsor.
• The participation of Deputy Prime Minister, Deputy Ministers and other senior
government officers and enterprises
Queen Sylvia of Sweden
• Pioneer Communications was the exclusive PR agency and the key contact point
for Government relations
Theme Vietnam Day in Sweden
Stockholm
Deputy PM Vu Khoan

55. GOVERNMENT &
CASE STUDY: VIETNAM DAY IN SWEDEN
MEDIA RELATIONS
Over 130 news stories & feature articles in all leading publications
Deliverables - 12 TV reports and programs on VTV, Hanoi TV and HTV
- 2 live broadcast shows on Swedish TV channels

56. GOVERNMENT CASE STUDY: ASEAN IT MINISTERS’ MEETING
RELATIONS & EVENT Opening Ceremony
MANAGEMENT
Background
From 26 to 30 Sep 2005, ASEAN IT Ministers‟ Meeting
(TELMIN5) was held in Hanoi.
TELMIN 5 saw the attendance of 13 telecommunications
and IT ministerial delegations from 10 ASEAN countries and
China, Japan and Korea as partner countries.
Ex Deputy PM Nguyen Tan Dung joined the ceremony.
Theme
Promoting Online Services and Applications to Realize E-
ASEAN
Pioneer Communications is the exclusive PR agency selected
by the Ministry of Information and Communications (MIC) to
organize this important event .

57. EVENT
MANAGEMENT

58. EVENT CASE STUDY: IBM
MANAGEMENT IBM new office opening ceremony – August 2007
IBM starts a new chapter in Vietnam by launching a new office at
Hanoi’s prime business address – Pacific Place

59. EVENT CASE STUDY: IBM
MANAGEMENT IBM Technology Conference & Expo
• The Expo was created to set the stage for communicating the
Objective latest technology from IBM and to showcase a whole new range
of offerings across CUSTOMER JOURNEY – THE EVENT DAY product
portfolio
• A networking lunch to facilitate the maximum amount of
interaction between attendees and IBM‟s exhibitors and sponsors
Event theme A Smarter Planet
Deliverables VTV1 (Digital life), VTV2 (7 technology days), VTV5 (News), Vietnam
News TV, Features on The Youth, PC World, News on the leading
publications

60. EVENT CASE STUDY: SIEMENS
MANAGEMENT SIEMENS 10th anniversary celebration
Objective
This is an important anniversary that Siemens BOD
attached great significance for a big success.
Event theme
Get steady growth with the country
Siemens‟ CEO Klaus Wucheror addresses the
attendees

61. EVENT CASE STUDY: NOKIA SIEMENS NETWORKS
MANAGEMENT Nokia Siemens Opening Ceremony
Challenges
· Most of opening ceremonies of technology
companies have normal rituals and speech.
· How to make Nokia Siemens (NSN) opening
ceremony remarkable and customers really enjoy
the ceremony?
Creative Solutions
* General Director of NSN plays as an action spy in
a short video clip adapted from “The Bourne
Ultimatum”. This opening made real fun to all
guests, they really feel comfortable so many
people stayed to the end to join Salsa dancing
* Oktoberfest beer festival concept was used.
Theme inspired by Oktoberfest

62. EVENT CASE STUDY: GREENFEED
MANAGEMENT GreenFeed Kick Off Big Bang
Background
Develop the concept and organize a Tet party which also
served as a kick-off for GreenFeed‟s BIGBANG program
Concept Get rich together
Deliverables
Over 500 guests, including GreenFeed staff, leadership
team, partners and agents joined the exciting event.
Impressive stage as large as 60 square meters was set up
right at the head quarters of GreenFeed in Ben Luc town,
Long An province

63. EVENT CASE STUDY: IBM
MANAGEMENT IBM Customers Appreciation Party
Challenge
Regularly held events like workshops and this Customer Thank you party
tend to be mundane and, after a while, cease to draw interest from
corporate customers. How to keep them fresh and exciting every time is
always a big challenge.
Event highlights
- The only dancer in Vietnam can perform traditional dance Hula Hup of
Hawaiian aborigines.
- Artist playing Hawaiian guitar is a student of Đoàn Chuẩn composer.
The theme of the party was inspired by Hawaiian culture

64. EVENT CASE STUDY: BSA
MANAGEMENT Seminar on IPR Law – March 2012
Background
BSA in cooperation with
Intellectual Property
Department held the seminar
to promote competitiveness of
enterprises by complying with
IPR law. Over 70 Taiwanese
enterprises joined the event at
Caravelle hotel.
Our seminar garners high
appreciation from our client for
the smooth organizing job and
the competent interpreter in
both Chinese and English.

65. EVENT CASE STUDY: VIETNAMOBILE
MANAGEMENT Mini Cooper Award

66. EVENT CASE STUDY: ARISTON
MANAGEMENT Ariston Marketing Campaign - Roadshow

67. LEADERSHIP
TEAM
DO HOAI ANH NGUYEN DINH PHAM THANH HOA
Founder HOANG YEN Associate Account Director
Managing Director Chief Representative,
HCMC Office
Nguyen Dinh Hoang Yen has extensive
experience in corporate and marketing
Hoai Anh has a 15 year career in communications gained from her ten year Hoa has 10 years experience in the PR
public relations. A former Vietnam career in various corporate business. A former reporter of Hanoi Radio &
Investment Review journalist and communications and marketing positions at Television (HTV) and Public Relations
corporate communications manager of British American Tobacco Vietnam (BAT Executive of Vietnam Overseas Business
Ford Motor Company and British VN), VietnamWorks and Vietnam- Club. Accomplished and significantly
American Tobacco. Hoai Anh holds a American Training College. contribute to the success of a large number of
Diploma in Business Management Yen earned her MBA from the Maastricht PR campaigns for major corporate clients
from Henley Management College, School of Management (MSM) and a BA in such as Microsoft, Vietnamobile, Huawei,
UK, and a B.A from the Hanoi English Linguistics and Literature from Ericsson, Citibank, TNT Express, MTS Group,
University for Foreign Studies HCMC University of Social Sciences and
ACCA, Ace Life, Abbott, among others
Humanities. She looks after major
accounts such as Greenfeed and Abbott

68. LEADERSHIP
TEAM
NGUYEN
NGUYEN QUYNH ANH
Senior Media
HOANG HUYEN TRANG
relations Executive
Account Manager
THU TRANG
Account Manager
Trang has working experiences and Quynh Anh has 5 years PR and event
Trang has significant experience in PR & skills in many fields as PR/marketing, management experiences with good
Event management gained working in customer service, HR management. education in Integrated Marketing
international and local organizations. She has handled successfully many Communications and Post Graduate
She received an MA in Media, public relations and below-the-line Diploma in Event Management. She has
Communication and Cultural Studies in marketing programs for both brand experience with VINATEX,
France and Denmark Trang has good international and local organizations as GreenFeed, Italian Trade Commission
knowledge & experience in CSR, digital (ITC),
HSBC, IBM, Toyota, Lien Viet Bank,
marketing, F&B. Extensive brand FPT via campaigns like Toyota Go
experience with Abbott, Vietnamobile, Green, IBM Tech Expo, HSBC Year End
Petro Vietnam, Taboo. Party, FPT & SAP Asia Pacific & Japan
Quarter Business Review (QBR)

69. CONTACT US
Hanoi Office:
Unit 702B, 7th Fl., Vietnam News Agency Bld.
11 Tran Hung Dao St., Hoan Kiem Dist.
Tel: +84 4 39454398, Fax: +84 4 3 9454399
Ho Chi Minh Office:
8th Fl., Tuan Minh Bld.
90 - 92 Le Thi Rieng St., Dist. 1
Tel: +84 8 3925 0465, Fax: +84 8 3 9250469
www.pioneervn.com
Thank you!