DENTSU REDDER

Vietnamese name: CÔNG TY TRÁCH NHIỆM HỮU HẠN QUẢNG CÁO                      

 DENTSU REDDER 
English name:        DENTSU REDDER ADVERTISING COMPANY LIMITED
Company name in Abbreviation: DENTSU REDDER ADVERTISING CO.,  
                                             LTD Managing Director: Mr. Nguyen Thanh Dong.
Headquarters: Lim 3 Tower, 29A Nguyen Dinh Chieu, Da Kao, District 1, Ho Chi Minh City 
Telephone number: (+84) 838 223 774
Fax number: (+84) 838 226 157 
Website: http://www.dentsu-redder.com

 I. Company background and context: 

1. Company history:
DENTSU REDDER (hereinafter Redder) was founded under the name of Redder in 2012 by
a group of high-profile marketing communications experts, who are behind the meteoric rise and
glorious success of many top advertising and PR agencies as well as multi-national corporate
giants in Vietnam. DENTSU REDDER then positioned itself as a Digital advertising agency
providing efficient solutions to optimize and maximize the marketing performance of
businesses. 
In 2019, Dentsu Aegis Network, a subsidiary of Dentsu Corporation - the largest advertising
agency in Japan as well as the fifth-largest advertising agency network in the world regarding
worldwide revenues,  acquires Dentsu with 100% stock, Redder then officially rebranded as
DENTSU REDDER, adding scale and providing digital and creative capabilities to Dentsu
Brand Agencies and the broader business in Vietnam, a priority market in the Asia Pacific
region. Dentsu Redder then expand its service to provide an integrated service of strategic
consultancy, creative advertising, event/activation, PR, and social & content marketing.
After 9 years in operation, DENTSU REDDER has achieved a solid position in the
Advertising industry, thriving on its way to becoming a competent 4 player in not only the local
industry but also the global one. Fully aware of the emerging demand for Digital Marketing
solutions, DENTSU REDDER oriented itself a clear development direction towards this
approach since its early days. Blending creativity and strategy, metrics and ideas, tradition and
modernity, within the years, DENTSU REDDER has added to its portfolio such names as Biti9s,
Pepsi, Highlands Coffee, Kotex, Panasonic, Pampers, Similac, etc. With such an inspirational
attitude and ways of working, the company not only sets new heights in the industry but also
trains potential talents who have marked their names on regional and worldwide awards. 
2. Vision and mission 
DENTSU REDDER does state its reason to exist, its purpose, its values and the reason why
people should care about the brand through its one and only manifesto, which also integrates and
implies its vision and its mission.
“ If Red is a color, Redder is a breathing and growing organism. Out people are the blood,
brain, heart and soul. Desire for knowledge guishes thought our veins. Quest for happiness driver
our purpose. For us,  And everyone around us. Creativity is our virtue. Empathy and compassion
is our culture. We believe people’s well-being and equality make us better. We are on a collision
course with the known and the unexpected, powerlifting native brilliance and world-class
excellence into higher spaces. Endorsing local brands and ideas sparks us with pride. Supporting
our communities fuels us with relentless strength. We are Risk-takers, pace-setters, conversation-
igniters and humanity-embracers” 
    At the outset, as a truly advertising agency, through its manifesto, DENTSU REDDER brings
about an emotional story that captivates the audience, emotionally connects with them, and
persuades them to support the brand. The customer-centric thinking is applied at the dawn of
branding, DENTSU REDDER succeeds in stating clearly the belief that the brand stands for,
customers and the world, especially the relationship between the company and the users.
The vision - the knowledge and happiness for us and everyone around us.
The mission – delivering exceptional levels of service and working to the highest standards
3. Purpose of business and profit growth: 
- Purpose of business: “ It’s our goal to disrupt the advertising industry by providing an
outstanding and innovative service while empowering our staff and making a difference in the …
- Profit growth: 
The business performance of the company is presented through 3 main factors: revenue, profit,
cost:
 
 Value

2018 2019 2020 2021

Total revenue 5,2 10,5 7,2 10,9 (Expected)

Total cost 2,6 6,2 3,2 6,3 (Expected)

(Source: DENTSU REDDER’s financial report, 2018 – 2021, Financial department)

Overall, the profit growth of DENTSU REDDER has increased year to year, at the profit of
approximately 2,6 billions VND in 2018 to 4 billion VND in 2020, under the context of the
outburst of social media and the innovative function of mobile drove high demands for Digital
advertising – which is the strengths of the company.
Further explaination for the drop in the revenue and cost from 2019 to 2020 was the
acquisition from Dentsu Aegis Network in in the last quarter in 2019 . Becoming a subsidiary of
Dentsu Aegis Network, the revenue of Dentsu Redder witnessed a variation in the way of
acquiring the revenue. Specifically, when the clients book Digital Marketing service packages
solely, the revenue was then counted to Dentsu Redder; when the clients asked for the whole
Marketing and Advertising package, the revenue would then becomes the revenue of Dentsu
Aegis Network. 
  Considering the variations in the advertising industry and the impact of the pandemic which
seemingly accelerated the outburst of Digital Marketing and E-commerce (according to The
Shopping Index of SalesForce, the Revenue from online sales globally within the second quarter
of 2020 rise to 71% compared to the previous year;  Digital report in Vietnam 2021 witnesses
68,72 billion Internets users and 72 billion social media users in January of 2021, accounting for
70,3% and 73,7% of the population respectively), the above financial statement of the Company
allowed us to expect the potential growth in business outcomes for the year 2021 and the 5
upcoming years and the revenue earned will go beyond the current number. Although another
decrease in revenue rate because of the complicated situation of COVID-19 is inevitable, the
growing pattern would remain since the Vietnam Marketing Industry had overcome the shift of
adapting to Digital Marketing, while DENTSU REDDER had solidified its leading position in
the Advertising industry as well. 
4. The Advertising Industry situation
- The situation: 
  According to a report by Media Partner Asia in 2021, VietNam is the third runner in the
advertising industry in Asia with a growth rate of 8,1%, after India with 10,8% and China with
8,5%.
Being a born late runner, the Vietnamese advertising industry started in 2000 when the quality
of life has been better and more and more Vietnamese enterprises focused on planning marketing
strategies for their products or services to build their brands strongly and effectively in
consumer’s minds, the advertising industry in Vietnam has achieved certain acquirements.
   Over the past 2 years, the pandemic has brought about severe impacts on the world economy in
general and Vietnam in particular, especially in the business sector of enterprises. Surprisingly,
the advertising industry seems to be neutral with those effects, even counterproductive,
according to a report from Brian Wieser in 2021, the advertising industry acquired revenue of
37,5% compared to the last quarter of 2021 globally, and VietNam is not the exception.
 Distancing methods due to the pandemic made businesses not hesitate to spend money on
digital advertising highlights, including Facebook, Gooogle Ads, and other E-Commerce
platforms to reach customers. According to the Statista report, Vietnam's total media advertising
expenditure increased steadily from 2018 to 2021, from 1.2 billion US dollars spent in 2018 to
1.38 billion US dollars in media advertising expenditure in Vietnam in 2021.

- Trends towards the future:

With the nonstop development of life quality and the high demand from customers for not only
physical ones but also emotional ones, the advertising industry in VietNam has been expected to
develop more, with the expected trends attached to technology and higher quality customer
experience, especially Digital Advertising.
II. Framework for the future
 1. The company’s current situation 
As a creative agency, which is backed by high-profiled expertise in the industry, Dentsu
Redder has been always ranked as the top 1 creative agency in VietNam and the top 5 global due
to a statistic in 2021, blending creativity and strategy, metrics and ideas, tradition and modernity,
DENTSU REDDER has added to its portfolio such names as Biti9s, Pepsi, Highlands Coffee,
Kotex, Panasonic, Pampers, Similac, etc.
Since its establishment, DENTSU REDDER has positioned itself in the advertising industry,
obtained glorious success and credentials.
2. Issues and Future Workplace’s framework
- The scale of workforce
Up to July 2021, there had a total of 152 employees working at the headquarters, which is far
more than the number of 15 staff from its first days, compared to its local competitors with biog
scale: T&A Ogilvy VietNam with over 240 staffs, Mindshare Vietnam with 500 staffs,... 
  This small - scale workforce seems to neatly link departments and guarantees the connection
between them in delivering and reflecting information and ideas in projects, but in the long-term,
the scale of workfore need to expand to drive DENTSU REDDER scale as to scope with the
formidable scope of work as a expanding global advertising agency.
Recommendation on how the propose be planned and applied: 

+ From the report of Staff status in 2021, over a half of staff are from the Account
department, who serve as the primary joint to connect agency to their clients. Dentsu Redder
then can expand the workforce from the other departments, who are in responsible for projects
and brainstorming, creating the ideas and product to clients: Strategic Planning Division,
Creative/Interactive Studio, Social media division,.. Especially, Dentsu Redder need to foster and
develop the Human Resource and Finance Department, by which enhance the professional
development of the company. 
+ Dentsu Redder can consider develop departments specialising witg significant features about
the customer regrading nations, culture, geography, such as: VietNamese Department with
Creative department, Media department, as well as for Japan,…
By the expansion, the company can create the positive individual workfore, give their
personnel the allowance to go in-depth what they are doing, rotating and enhancing the effective
individual commitment.
- The flexibility workplace
Due to a survey from the Deloitte Global 2022, 75% of gen Zers prefer a hybrid to work-from-
home model.
Hybrid thus appears to be the emerging norm brings benefits fro companies and workers.
Firstly, it improves the retention. With higher turnover rate proven from Gen Z compared to
Millenials, the flexible working place enhance staff’s loyalty and also give them the flexible
ambience to work, as to feel more comfortable with their working condition. Secondly,
flexibility in working hours has been shown to help digital workers- the trends towards the future
achieve greater productivity.
Recommendation on how the propose be planned and applied: 
The flexibility is shown by the rotation between departments. It allows the staff to have a
more deep overview of the work is done and what their counterparts are responsible for,
therefore enhance the group effectiveness and organizational productivity.
Dentsu Redder should contemplate the allowance and foster the positive hybrid working. 
Besides, it should develop some program and tactics to gurantee the hybrid and flexible working
place are not counterproductive to the staff but to enhance the productivity such as: gurantee
about the individual commitment, internal rules,...
- Health and Well-being protection
Recommendation on how the propose be planned and applied: 
 + Firstly, for the physical being, it can starts from the materials facilities: the teamwork place
with high technology tools, expand the exercise place for staff to relax and doing exercise with
specialised equipment,..
+ Secondly, for the emotional being, Dentsu Redder has been doing well to develop
Happiness Orientation with program to enhance personnel well-being, such as the course Search
inside yourself from One life connection, which is also the partner of global giants like Unilever,
… Dentsu Redder has been doing well on this dimension and should foster it in the future.
3. Drive diversity, equity and inclusion.
The workforce in Dentsu Redder seem to be a modern workforce which welcome people
from all over the world, varying from Vietnam to Japan, America,... In this dimension, Dentsu
Redder has been doing well on the way to diversity its workforce and mindset, also the varied
culture and tactics to help their staff be into and adapt to diversified culture as much as possible.
If it has to have the recommendation, it should be to  develop some tactics to adjust what they are
doing in a more varied and wide workdfore acording to the orientation to expand towards the
future.