Publicis Groupe Vietnam Boosts Creative and Business Leadership with New Appointments

Why It Matters

The moves deepen the agency’s creative firepower and business acumen, positioning Publicis to capture growing ad spend in Vietnam’s fast‑evolving market.

Key Takeaways

• Thiti “Moss” Boonkerd joins Leo Vietnam as Executive Creative Director.
• Boonkerd earned Cannes Lions Gold 2024 and One Asia Grand Prix 2025.
• DuyAnh Nguyen returns as General Manager of Publicis Groupe Vietnam.
• Kim Ngan Nguyen promoted to General Manager of Leo Vietnam.
• Appointments part of Publicis Moves program promoting internal talent mobility.

Pulse Analysis

Vietnam’s advertising spend is projected to grow double‑digits through 2028, driven by digital adoption and a surge in e‑commerce brands. Agencies that combine award‑winning creativity with deep local market knowledge are gaining a competitive edge, and Publicis Groupe Vietnam’s latest leadership reshuffle underscores its intent to be at the forefront of this trend. By installing Thiti “Moss” Boonkerd—whose Cannes Lions and One Asia wins signal world‑class creative execution—Leo Vietnam is poised to deliver higher‑impact campaigns for both multinational and home‑grown clients.

The appointments also highlight Publicis’s broader talent‑mobility strategy. Launched as Publicis Moves in July 2023, the program encourages cross‑border assignments across the group’s 14‑country APAC network, helping retain top performers and accelerate skill transfer. DuyAnh Nguyen’s return from Piaggio Vietnam and Boonkerd’s relocation from Thailand exemplify how internal mobility can blend client‑side insights with agency expertise, fostering a more agile and innovative service model.

For clients, the leadership changes translate into stronger strategic alignment and faster execution. With Kim Ngan Nguyen now steering Leo Vietnam’s business operations, the agency can better integrate commercial objectives with creative output, a critical factor as brands seek measurable ROI from their marketing spend. As Publicis leverages these new leaders, it aims to deepen its foothold in Vietnam’s rapidly maturing market and set a benchmark for talent‑driven growth across the region.