Publicis Taps Former Edelman APAC Strategist to Lead Vietnam Growth
Publicis names Huw Gildon as CSO in Vietnam, signaling the market’s growing importance for integrated agency strategies.
Publicis Groupe Vietnam has appointed Huw Gildon as Chief Strategy Officer, bringing 25 years of APAC experience to coordinate integrated strategies across creative, media, and PR teams. The move signals Vietnam's rising priority as a growth market for multinational agencies.
Gildon most recently served as Chief Strategy Officer for Edelman APAC in Hong Kong. Before that, he led global planning for Samsung at Leo Burnett in Chicago, where his work earned a Cannes Titanium Lion and Gold Lion.
The appointment aims to bolster Publicis' "Power of One" approach in Vietnam, combining data, creative, and media capabilities under unified strategy leadership.
Kate Bayona-Garcia, CEO of Publicis Groupe Vietnam, emphasized Gildon's role in ensuring "our strategic thinking is of the highest order" while collaborating with media and PR experts.
Leighton Cosseboom
Gildon highlighted Vietnam's appeal to marketing leaders. "Vietnam's growth, dynamism, and creative potential make it a priority market for CMOs," he said.
Publicis Groupe Vietnam achieved record growth over two consecutive years by implementing new client models focused on marketing transformation. The agency positions these approaches as industry benchmarks for helping brands navigate complex business challenges.
The appointment comes as Vietnam's advertising sector accelerates, driven by 7.5% annual digital ad spend growth from 2023 to 2025 and 73% internet penetration. The country's US$430 billion consumer market and 6.5% GDP growth in 2025 are drawing increased attention from global brands.
Leighton Cosseboom
Competition for senior strategy talent is intensifying. Edelman APAC concurrently appointed Quang Nguyen as Vietnam Managing Director in December 2025, focusing on data-driven PR in FMCG and healthcare sectors. The parallel hires reflect growing demand for integrated communications expertise.
Publicis Groupe APAC reported 10% revenue growth in the first half of 2025, supported by acquisitions like HEPMIL Media Group and digital expansion across Southeast Asian markets including Vietnam.
Gildon's background includes recognition at EFFIES and Sabre awards for diverse problem-solving across multiple disciplines. His Samsung campaigns at Leo Burnett followed the HumanKind philosophy, emphasizing purpose-driven creativity that addresses real consumer needs.
Leighton Cosseboom
The appointment comes amidst broader shifts as multinational brands prioritize Vietnam for regional expansion. Agencies are consolidating senior strategy roles to deliver unified solutions that combine creative storytelling, media planning, and data-driven insights.
For marketing leaders evaluating agency partners in Southeast Asia, the move indicates intensified competition for transformation mandates and deeper investments in data and commerce capabilities across Vietnam's growing digital economy.
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