Anne-Sophie Papillaud

The opportunity to develop a CRM program to communicate directly with a premium spirits brand consumers is the foundation for the creation of Edge Marketing in Ho Chi Minh City in 2004.

Edge is now the leading CRM and BTL agency in Vietnam. Set up in 2004, the company comfortably ranks in the Top 5 agencies represented in Vietnam.

www.edge-asia.com

Missions:
Johnnie Walker:
- Participated in setting up a recruitment system and in the creation of the “Club Journey” CRM program for Johnnie Walker consumers in Vietnam
- Organization and launch of a Johnnie Walker Black Label mentoring program targeted at Vietnamese consumers
- Result (June 07): 200,000 active “Club Journey” members; 75,000 consumers taken through the Johnnie Walker Mentor events; Over 1 million mailers and SMS sent.

Baileys:
- Development and launch of Baileys Original Irish Cream in Vietnam, through integrated ATL and BTL communication campaigns
- Results (June 07): Brand awareness tripled; Consumption up from 0 to 21,000 9L cases in one year; 200,000 consumers sampled in on-trade and off-trade; 25,000 consumers recruited into “Baileys Lounge” CRM program

141 Vietnam, a Bates affiliate created in 2001 was the first BTL specialist international agency set up in Vietnam.

Missions:
- Account management of the cigarette brand 555 (British American Tobacco), leading brand in the premium segment
- Management, coordination and launch of the Menthol Lights variant through BTL activation in a very strict legal environment

I joined Bates Singapore to co-service part of the Nokia account in Asia-Pacific.

Missions:
- Regional management of the account, with a focus on Australia, New Zealand, the Philippines and Indochina (Vietnam, Cambodia, Laos, Myanmar)
- Coordination and launch of a pan-asian campaign for the introduction of the first Nokia WAP phones in Asia-Pacific.

Bates Advertising opened their first offices in Vietnam in 1994, thus becoming one of the first international agencies represented in a market recently opened to foreign investors. The agency was servicing some of the most prestigious accounts in the market (Heineken, Nokia, British American Tobacco)

Missions:
- Client servicing of some of the agency’s accounts, such as Heineken, Rennie (anti-acid tablets), Ovaltine, Baileys, J&B Rare
- Participation in the development of communication campaigns in the Vietnamese market.