The agency announced that Bao Tu has been designated as the Chief Innovation Officer at VML Vietnam to facilitate the rapid transformation of the agency into Vietnam's leading provider of end-to-end marketing solutions driven by artificial intelligence.
The primary objective of this position is to leverage AI as a strategic tool to drive business growth through the areas of insight generation, creativity, production, influence, and commerce.
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The organization emphasized the importance of brands maintaining cultural significance, operating in real-time, and providing personalized experiences on a large scale to keep up with changing market demands.
During a period of pronounced economic expansion in Vietnam, there has been an observed shift in consumer behavior.
“Vietnam is entering one of Southeast Asia’s most accelerated growth phases, with consumer behaviour transforming just as rapidly,” says VML, adding that Vietnamese consumers are more discerning, more digital, and more trust-driven than ever: 62 percent are willing to pay more for reputable brands, 70 percent rely on short-form video for product discovery, and 63 percent shop through social platforms at least once a month.
As Chief Innovation Officer, a primary focus will be on turning AI into a growth advantage for brands.
“For marketers today, the question is no longer whether to use AI, but how to use it in ways that are meaningful, responsible, and tied directly to growth,” says Ha Nguyen, CEO, VML Vietnam.
“Bao’s appointment is about giving our clients a practical path forward. He brings the ability to translate the hype around AI into concrete solutions that help brands work smarter, move faster, and build stronger connections with their customers in Vietnam and beyond.”
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Bao Tu will focus on two core transformation priorities, said VML: first, reinventing how brands work through smarter, faster, AI-powered operations by embedding AI across strategy, creative development, production, and commerce; and second, connecting Vietnam to a borderless creative and technology network.
“The brands that win will be the ones that can adapt in real time,” says Bao Tu. “Our job is to power them with an AI engine behind the scenes – so decisions are faster, testing is constant, and every touchpoint stays consistent.”
Trained in computer science at EPITECH, he initially focused on developing advanced research and high-performance digital platforms before transitioning to the field of creativity. During his tenure at FRED & FARID and subsequently at BETC Paris, he garnered accolades from prestigious organizations such as Cannes Lions, D&AD, Clio, One Show, and Eurobest. At Accenture Song Paris, he provided consultation to brands regarding Web3, the evolving landscape of commerce, and experiences enhanced by GenAI. He has undertaken roles as a Cannes Lions juror in 2023, and as a juror for the SXSW Innovation Awards from 2016 to 2023.
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“Bao brings a deep technology foundation with a proven creative and innovative leadership background. That hybrid strength is exactly what we need to lead our AI transformation and help our teams and clients grow with confidence,” adds Ha Nguyen.