Creative ideas and outstanding contributions to the Vietnamese Advertising industry will be recognized and honored by a prestigious award. This will help to effectively implement the project to build and promote the national brand "Vietnam Creative Advertising Award" for the period 2020-2030.
As mentioned, the development of the Vietnamese advertising industry is closely linked to the development of the cultural industry. The advertising industry has played, is playing and will play an important role in the development of the country's economy, contributing to enhancing Vietnam's position in the international market; demonstrating the talent, intelligence and bravery of the Vietnamese people. This has been realized in the strategy for developing the Vietnamese advertising industry in the period of 2020-2030.
The workshop “The Essence of Ideas – Sparking Vietnamese Creativity” once again aroused pride in the Vietnamese advertising industry.
Bringing Vietnam's image to the world, bringing the world to Vietnam
In the world, depending on the strengths of each country, a national brand image will be built: America is famous for its entertainment and information technology industry with a series of global brands (Hollywood, Microsoft, IBM, Apple, Google...); Switzerland leads the world in Rolex, Longin, Omega watches...; Germany conquers the world's automobile manufacturing industry (BMW, Mercedes...); Japan is famous for its global electronics brands (Honda, Suzuki, Toshiba, Panasonic, Yamaha...).
Talking about national brands means talking about prestige and brand at the international level, not just a famous product brand at the national level (national brands). In Vietnam, building a national brand was initiated in the 2000s with the goal of building the image of Vietnam as a country with prestige in high-quality goods and services, increasing the pride and attractiveness of the country and people of Vietnam. From there, contributing to promoting foreign trade development and enhancing Vietnam's competitiveness with the world.
Momo & Grap with a technology collaboration imbued with folklore
According to the Report of the International Consulting Organization on National Brand Valuation Brand Finance, Vietnam's national brand value ranking has continuously improved in recent years and is always in the group of strong brands. For example, in 2020, the value of Vietnam's national brand increased by 29% compared to 2019, reaching 319 billion USD, rising 9 places to 33rd in the Top 100 most valuable national brands in the world. The goal is that by 2030, Vietnam will have 1,000 products achieving the Vietnamese national brand.
Image of Vietnamese female singer My Tam appearing twice at Times Square in the US. Photo: TL
In the advertising sector, Vietnam can be proud of its rapid growth in recent years. According to Dentsu, Vietnam has the second highest growth rate (after Malaysia), surpassing Thailand, Indonesia and Singapore. According to the forecast of Vietnam Industry Research and Consultancy (VIRAC), in the period 2022-2027, the advertising market in Vietnam will maintain an impressive recovery and growth rate, estimated at an annual growth rate of about 13%.
Thanks to advertising, “Made in Vietnam” brands such as: International geographical indications with ST25 rice, Phan Thiet fish sauce, Phu Quoc pepper…; World-famous destinations such as Phong Nha – Ke Bang, Hoi An, Ha Long Bay, Hue…; Famous cuisine in five continents with pho, banh mi, Hanoi vermicelli with grilled pork,…; or recently names like Vinfast present on the US stock exchange, singer My Tam became the first Vietnamese artist to appear in Times Square in New York (USA);…
From that, it can be seen that: "The value of the advertising industry, in addition to contributing significantly to GDP each year (over 2 billion USD), is also a tool to convey positive messages to the community, bringing Vietnamese culture to the world and bringing the world to Vietnam." (According to Mr. Nguyen Truong Son, Chairman of the Vietnam Advertising Association)
Honoring contributions to the advertising industry
Chairman of the Vietnam Advertising Association Nguyen Truong Son affirmed that the advertising industry has, is and will contribute to enhancing Vietnam's position in the international market; demonstrating the talent, intelligence and bravery of the Vietnamese people. Excellent advertising ideas and works imbued with Vietnamese cultural identity bring to outstanding individuals and groups in the advertising industry the recognition they deserve from a national award. From there, encourage everyone to be creative, bring Vietnamese culture to the world, resonate with other industries to implement cultural development strategies according to long-term policies and directions.
Chairman of the Vietnam Advertising Association Nguyen Truong Son emphasized the role of the advertising industry in the cultural industry development strategy for the period 2020 - 2030 at the press conference announcing the Vietnam Creative Advertising Awards 2024.
For that reason, since 2020, the Ministry of Culture, Sports and Tourism has issued Decision No. 1927/QD-BVHTTDL on approving the Project on building and promoting the national brand: "Vietnam Creative Advertising Award" for the period from 2020 to 2030 and then the Joint Program No. 277/CTPH-BVHTTDL&HHQCVN of the Ministry of Culture, Sports and Tourism and the Vietnam Advertising Association on implementing the organization of "Vietnam Creative Advertising Award" for the period from 2020 to 2030.
The objective of the Project on building and promoting the national brand: "Vietnam Creative Advertising Award" for the period from 2020 to 2030 is to honor outstanding collectives and individuals in the advertising industry who have had excellent advertising ideas and works that have influenced the community and society, imbued with Vietnamese cultural identity; at the same time, through the "Vietnam Creative Advertising Award", the position and potential of the Vietnamese advertising industry is demonstrated; inspiring many classes of people, encouraging creativity to promote the image of Vietnam in line with the trend of integration and development.
Vietnam Creative Advertising Awards - Van Xuan Awards 2023 is an award to honor outstanding advertising campaigns, brands and creative talents.
In particular, this Project also requires the selection and honor of creative, unique, impressive, highly aesthetic advertising works, bearing Vietnamese cultural identity, demonstrating responsibility to the environment and the community. Demonstrating professionalism, seriousness, rigor, science, and objectivity; being widely organized on a national scale, attracting the participation of many organizations and individuals.
Up to now, the “Vietnam Creative Advertising Awards” has gone through 2 large-scale and professional organizing seasons, and is considered a prestigious and prestigious award in the field of creative advertising in Vietnam. Mr. Tran Viet Tan, Vice President of the Vietnam Advertising Association, Chairman of the Board of Directors of Vinama Media Joint Stock Company - the implementing unit, determined that this is a big task and also an opportunity to demonstrate capacity, prestige and experience as well as affirm its position in the market and contribute to the development of the country's creative advertising industry to jointly achieve the great goal of "honoring the value of Vietnamese creativity"; thereby spreading, inspiring, connecting and promoting the role of the State - Media - Public - Experts is the top priority task.
Mr. Tran Viet Tan - Chairman of the Board of Directors of Vinama Media Joint Stock Company was honored when the Ministry of Culture, Sports and Tourism selected Vinama as the unit to implement the Vietnam Creative Advertising Award.
“The State has recognized the achievements and contributions of the industry in cultural development, creating favorable conditions for advertising to develop (with laws, policies, etc.). The media will spread the value of excellent ideas and works, contributing to building the reputation of Vietnamese advertising in the international arena. The public is inspired by excellent advertising ideas, contributing to evaluating the works (through voting activities). Experts evaluate and affirm the creative power of Vietnam (both within and outside the industry), contributing to the growing development of advertising.", Mr. Tran Viet Tan added.
The term nation brand was initiated by Simon Anholt in the 1990s. According to Simon Anholt, a national brand is built from an international image and reputation that serves the interests of each nation/people. Therefore, building a national brand (nation branding) must apply marketing and communication strategies (marcom) based on a positive, attractive image, creating trust and good emotions, helping to increase the presence and influence of the country in the international arena. To realize this, special attention must be paid to a truly different, impressive and convincing national identity that can compete with the world.
(To be continued)
>>> Final episode: Brand positioning for national awards in the field of advertising
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