The agency market in Vietnam in general and Ho Chi Minh City in particular is going through a historic transformation phase. Not only stopping at post-pandemic recovery, 2024 and 2025 forecasts mark the explosion of technology trends, profound changes in consumer behavior, and a fierce talent race.
This article is an in-depth research project (Skyscraper), synthesizing data from many reputable reports (RECMA, Campaign Asia, Kantar, Nielsen…) to provide the most comprehensive, multi-dimensional, and accurate view of the agency ecosystem in Ho Chi Minh City.
1. The Big Picture: Market Scale & Key Data
According to the latest report, total advertising spend in Vietnam is expected to reach the milestone of 2.6 – 3.4 billion USD in 2024. An impressive figure showing the appeal of the market with over 100 million people.
The most notable point is the absolute dominance of Digital Advertising. This segment currently accounts for more than 70% total budget, with the majority of funds flowing to cross-border platforms like Meta, Google, and TikTok.
2. Agency Ecosystem Map in Ho Chi Minh City (2024-2025)
Ho Chi Minh City is the “Silicon Valley” of Vietnam's advertising industry, where thousands of large and small agencies gather. This ecosystem can be classified into the following main groups:
2.1. The Network Giants (Global Agencies)
This is the playground of multinational corporations, holding Big Corp contracts (FMCG, Banking, Auto…).
- WPP Group: Ogilvy, JWT, Mindshare.
- Dentsu Group: Dentsu Redder, Dentsu Creative. (Top of Campaign Asia Creative Rankings for 3 consecutive years).
- Omnicom: TBWA, OMD.
- Publicis Groupe: Leo Burnett, Saatchi & Saatchi, Publicis Vietnam.
2.2. The Local Heroes (Independent Agencies)
The rise of domestic agencies is the brightest spot. They understand the culture (Local Insights), are flexible, and have competitive costs.
- Creative & Branding: Tinh Hoa Media, The Friday, Happiness Saigon.
- Digital Performance: PMAX, Novaon, CleverAds.
- Integrated Digital: Vinalink, SEONGON, DPS Media.
3. Service Segment Details: Who Does What?
| Segments | Main Services | Featured Agencies |
|---|---|---|
| SEO Agency | Comprehensive SEO, Technical SEO, Link Building | GTV SEO, SEONGON, Gobranding, DPS Media |
| PPC Agency | Google Ads, FB Ads, TikTok Ads | CleverAds, Novaon, PMAX |
| Social/Influencer | Booking KOLs, Content Creation, Community | T&A Ogilvy, 7Saturday, Hiip |
| Web/Tech | Web Design, App Dev, UI/UX | Mona Media, Canh Cam, Haravan |
4. Personnel & Compensation Report (Talent Report)
The battle for talent (Talent War) has never cooled down. According to salary reports from Adecco and ManpowerGroup 2024-2025, income levels in the industry show clear differentiation:
- Entry Level (Intern/Junior): 8,000,000 – 15,000,000 VND. High requirements for multitasking (Basic Design, Content, Tech).
- Middle Level (Manager/Team Leader): 25,000,000 – 50,000,000 VND. The most in-demand position in the market.
- Senior Level (Director/Head): 3,000 USD – 8,000 USD (even up to 12,000 USD for Regional Head positions at Global Agencies).
5. Future Trends: 2025-2030 Radar
Based on analysis data, the following 4 trends will reshape the entire market:
- AI-First Agency: Applying AI is no longer optional but mandatory. AI reduces operating costs by 30% and increases efficiency by 20% (according to Brands Vietnam).
- Social Commerce & Shoppertainment: TikTok Shop has changed the game. Agencies not only do Branding but must commit to results (GMV).
- Short-form Video Dominance: The era of short attention spans. Production Houses must transform into mass production of vertical videos (Reels/TikTok) with low cost and high speed.
- Data-Driven Everything: Every creative decision must be supported by user data (CDP).
6. Rankings & Awards (Rankings)
According to Campaign Asia announced at the end of 2024, the following names have been honored:
- Creative Agency of the Year: Leo Burnett (Gold), Happiness Saigon (Silver).
- Digital Agency of the Year: Mindshare (Gold), RED2 Digital (Bronze).
- Media Agency of the Year: Zenith (Gold), Brancher.X (Fastest Growing).
Conclusion
The Agency market in Ho Chi Minh City is a red ocean full of competition but also holds enormous opportunities for those who know how to seize the wave of technology. With a projected scale exceeding 5 billion USD by 2033, this remains one of the most vibrant and attractive industries in the Vietnamese economy.
