DieuCam Nguyen

General Director
T&A-Ogilvy (Vietnam)

Ho Chi Minh City

“Detect key trends, elaborate new ideas, then execute the ideas with your heart.”

As one of the founders of T&A, which was later acquired by Ogilvy, DieuCam Nguyen has helped to steer a small local agency into one of Vietnam’s leading professional marketing communication firms. She also currently serves as the influence lead for Ogilvy Asia, working with market heads across the region to facilitate innovative solutions, particularly in terms of tech-based offerings applying machine learning and artificial intelligence. Most notable among these must be the launch of Ogilvy’s ‘AI influencer’, first introduced for Unilever brand Clear in Vietnam and since then deployed for other brands across the region.

How do you define innovation?
A process of using data and technology to create new ideas, then enabling those to be a reality via various tests and failures.

What is the most innovative PR or marketing initiative you've seen over the past 12 months?
The development of AI influencers in Asia.

In your opinion, which brands and/or agencies are most innovative in their approach to PR and marketing?
Ariana Grande Fortnite Concert, August 2021. Attending the concert, players were ushered through a portal, where a giant version of Grande appeared to guide them through a surreal musical experience with giant bubbles, glittering llamas, and alien invaders. Following the concert, Grande’s look was made available for purchase as a skin, and a series of in-game quests based on the show were released.

Describe a moment in your career that you would consider to be innovative.
Be the first to use social platforms in our communication business in Vietnam in 2011 and apply AI and machine learning to launch the first AI influencer in the country in early 2020.

Who do you admire for his/her approach to innovation?
Louis Pasteur, for his passion and endeavour to invent vaccines.

How do you get out of a creativity rut?
Looking at striking visuals and artworks that trigger imagination.

What advice would you give to the PR industry around embracing innovation?
Detect key trends, elaborate new ideas, then execute the ideas with your heart. Be well aware of the metaverse.

What would you be doing if you weren't doing your current job?
A theatre actress.

Which book/movie/TV show/podcast/playlist/other cultural source has provided inspiration over the past year?
Contemporary art by Vietnamese painters. I have a collection at home curated by a gang of artist friends.

How would you like to see work culture, and the role of the office, evolve?
The office is turning into a place only for in-person discussions and interactions. The work process of reflection and deeper peer-to-peer engagement could be anywhere you see fit, online or offline.

How can the PR and communications industry harness innovation to make more progress on diversity, equity and inclusion?
We facilitate creators who have compelling truths to share, then live in the stories weshare, no matter the platform, to create a meaningful experience for the community.We put empathy at the heart of everything we do and innovate.