1. The Purpose Group brings together five companies under one
philosophy: Caring for people and obsessively adding values to
people’s lives through the work we do with brands and
companies. The integration of services equips us with better
insights, better strategies, better ideas, and stronger executions,
which allow us to build brands from consolidated perspectives,
just within a single-stop agency.
WE ARE

2. Giang Nguyen
Group Director, The Purpose Group
Nguyen Dac Phong
Managing Director, Mind Caster
Nguyen Tran Hoang Anh
Communication Director, The Purpose Group
Remy Jauffret"
Creative Director, The Purpose Group
And 80 members in the groupHuiwoon Tan
Managing Director, Mash agency Nguyen Khanh Minh Thuy - Managing Director, The Window
Ha Thi Lan Huong - Managing Director, BMC

3. We think together

4. We plan together

5. We create together

6. We build together

7. GENERATion
P
THE PURPOSE GROUP – being inspired by
the new generation of consumers who evolve
to higher order of needs and lead life with
clear purposes in mind, and by the sustainable
success of purpose-driven brands (which we
refer to as “Generation P”) commits to
assisting brands in connecting with consumers
and communities via meaningful and
compelling brand stories.

8. R
There is a rise in compassion, a
belief in community values that
is leading to community action.

10. GoodcauseTVshowSstill
maintainhighratingS
!
–VuotLenChinhMinh
–LucLacVang
!
Highestratingrealityshows
promotefriendship,
parenthoods,fairplay,
andhard-work
–TheVoice
–Soyouthinkyoucandance
–Amazingrace
R
The brands committed to building
their compelling and meaningful
stories have won consumer's
hearts and lead the market.

12. Brand Purpose is the fuel
for a deeper connection
with consumers
Authenticity
accountability
24/7 Engagetment
Brand
Purpose

13. We can flexibly tailor our services to answer your brief.
Our resourcefulness guarantees endless
possibility in partnership.
The Window BMC Mind Caster Mash9am
– Marketing Insight – Strategy
– Creative !
– Integrated
Communication !
– Public Relation
– Marketing & PR – Creative!
– Data!
– Marketing !
– Technology
– Experiential Events!
– Channel Penetration!
– Shopper & Rural
Marketing

14. SET MENU
‣ Strategic planning
‣ Integrated communication
project management
‣ Brand team chartering,
which provides you with an
exclusive in-house
marketing department
A LA CARTE
‣ Services offered in our
extensive menu
‣ A-Z branding in our
1-stop shop
We have a broad range of expertise
and services to answer your needs

15. Why
work
with
us?

16. 4
Proudly local
Vietnam is changing fast, which
presents a number of opportunities
as well as challenges culturally and
socially. International exposure
allows us to envision, whereas local
understanding allows us to deeply
immerse in the changes and build
the future culturally relevant,
constructive, and sustainable.
2
Under no illusions
We are straightforward about what
we expect our work to deliver. We
are rewarded when we get
consumers to buy and love the
brands we work for. We trust the
results.
1
True integration
Our business structure of
integrating Insight - Planning -
Going-to-market enables
thousands of elements
throughout the branding chain to
bring IDEA to life without diluting
the brand message. This makes
us unique.
3
Flexible &
cost effective
With a comprehensive menu of
services, we are flexible to cater
to your various needs while
helping you exempt the
complications of managing
multiple-agency, as well as its
consequential cost.

17. Established in 2009, the Window has consistently gained
clients’ trust and recognition as the reliable partner and
insight finder. Using both qualitative and quantitative
approach, the Window specializes in discovering cultural
changes, shopper & rural insight, and usage and
behavior tracking.
Nguyen Khanh Minh Thuy
Managing Director
18 years of experience in
the research industry
Key clients

18. BMC is the latest merging between Brandmaker and Mindcaster to firm up
the biggest agency in the Purpose Group. BMC is the Third-Wave
communication agency model where strategy, creative, content, and
project management converge. This model allows BMC to be flexible and
responsible to market changes while effectively bringing the brand
integrity through lines to be engage with consumers and customers.!
BMC services specialize on strategic integrated planning and
communication, creative, corporate communication, and PR.
Key clients
Ha Thi Lan Huong
Managing Director
10 years of experience in
marketing and communications

19. Mindcaster retains its equity in marketing and
communication services from traditional PR to social
communication. Mindcaster is flexible to charter the
team and customize the services to needs requested by
each client.
Nguyen Dac Phong
Managing Director
18 years of experience in
brand building, and
7 years of experience in PR
Key clients

20. 9am/
9am engages brands to the youth, housewives, shoppers,
retailers, and rural consumers via edutainment and useful
activities. Beside one-off events, 9am offers strategic
planning and go to market solution with cost efficiency to set
up new channels to connect brands with consumers.
Nguyen Tuan Phuong
Managing Director
18 years of experience in trade
marketing and brand activation
Key clients

21. Mash differentiates themselves with other digital firms by
their strong ROI-driven. By continuing to measure and
evolve, they can improve ROI and show how digital drives
business and brand over time. Mash provides digital and
direct marketing services from strategic planning to creative
and engagement plan in digital world.
Hui Woon Tan
Managing Director
10 years of experience in brand
building and digital marketing.
Key clients

22. CASE
STUDIES

23. BRAND’S Birds Nest
THE CHALLENGE"
BRAND’S Birds Nest being almost 3 times more expensive than its
competitors, it is critical for us to find a compelling angle to reset the
positioning of BRAND’S Birds Nest in the market and continue its growth.
The challenge for us was to tell the “superiority” story of BRAND’S Bird’s
Nest clearly to consumers without reasoning bird’s nest myth. !
!
THE PURPOSE"
To be the category educator who provides transparent knowledge of
bird’s nest rather than mystifying consumers with myths. !
!
THE EXECUTION"
We managed to redefine the Ready-To-Drink Birds Nest’s standards and
built BRAND’S Birds Nest as the Gold Standard of Premium Quality.
Over 3 years of progress, the Gold Standard of Brand’s Birds Nest has
been redefined from 4S (Source, Standard, Savor, Skill) to benchmark
with 4C of measuring Diamond Superiority, to 4 signs of superior birds
nest to the Long Whole Strand as the single-minded outstanding signal
of premium quality. These propositions have influenced and educated
consumers to perceive Bird’s Nest the way BRAND’S defines.!
!
The continuing brand communication has resulted in consumers’ strong
loyalty and advocacy in BRAND’s Birds Nest over competitors.
Consumers verbatim
“I appreciate it that BRAND’S “teaches”consumers
the knowledge of selecting bird’s nest; it shows the
high class and expertise of a brand.”
Testimonialsubmissions
1304Our 2013 testimonial Campaign
has already generated more than
1000 testimonials as BRAND’S
stakes its claim as the Premium
Birds Nest.
Service: Integrated communication planning and execution !
Agency-Client Relationship: Long-term partner since 2011!
Agencies involved: The Window, Brandmaker, Mind Caster, Mash
THE IMPACT

24. BRAND’S Birds Nest

25. Samsung Smart Libraries
THE CHALLENGES"
We were challenged to develop long-term CSR strategy and plan for Samsung in the
education sector to answer the need of local community, reinforce (including those of
policy makers’, Samsung employees’, local government’s, and particularly the local
community’s). !
!
THE PURPOSE"
We wish to utilize smart technology to change children’s lives in Vietnam. !
!
THE EXECUTION "
We resolved this project by deeply researching the local needs, clearly mapping out the
stakeholders’ needs and conceptually developing the “Samsung Smart Library” franchise
with 4 key elements: reading materials, library space and entertainment equipment,
training and operation system. This franchise has been implemented across 10
provinces in Vietnam over the last 3 years to bring Samsung closer to local consumers. !
!
To gain the social awareness, we have launched the social campaign “the book that
changed my life” in both PR and digital platform in association with Tuoi Tre, Phuong
Nam Books, and book lovers communities. This campaign attracted 22,000 interactions
and more than 30,000 social fans to “The book that changed lives.” fanpage. !
!
THE IMPACT "
The project was awarded “Best Practice” in Samsung Global CSR Summit 2013,
scoring high in sustainability, social effectiveness, and cost-efficiency.
2011 2012 2013
30k
56k
15k
23k 35k
100k
Service: Integrated communication & project management!
Agency-Client Relationship: Long-term partner since 2011!
Agencies involved: Brandmaker, Mind Caster, Mash
BOOKS PROVIDED
BENEFICIARIES

29. THE CHALLENGE"
Having been in market over 10 years, Fami reached #1 position
in the Northern market thanks to its deep distribution network.
The challenge facing the team was “how to continue to grow it”. It
was then when we were offered to service as a full-time
marketing team for Fami brand. !
!
THE PURPOSE"
Recognizing soya milk as a healthy and affordable drink for
consumers, we are passionate about building Fami beyond soy
milk, but also bringing a little joy to consumers in every sip.!
!
THE EXECUTION"
We redefined the consumer segmentation, the brand’s story,
marketing strategies, marketing plans, and developed white
space expansion plan. Within 3 years, the brand has focused on
bringing the healthy joy to every family in Vietnam.
Service: Marketing & Brand Building!
Agency-Client Relationship: Full-time marketeers since 2010!
Agencies involved: Brandmaker, Mind Caster, Mash
THE IMPACT
No.1PositioninVietnam
74%Volumeshares
2009
Sales
2010 2011 2012 2013
Fami has achieved #1
position in all markets
and the total Vietnam.
Fami Soya Milk

30. THE CHALLENGE"
In a highly competitive market like that of tablet’s, where big
players like Apple and Samsung had already set their big feet on,
to launch a brand new local kid tablet seemed like an enormous
challenge and a risky business. But MASH always sees
opportunities in problems.!
!
THE PURPOSE"
We want and believe that Nahi could be beyond a tablet for kids:
the very first and effective tool to help parents discover and
unleash the potential in each kid. !
!
THE EXECUTION "
We planned the first comprehensive 360 digital campaigns in
which we provoked, engaged and reassured parents about the
possibilities the device could enable for their children. From
there, we built the brand as an edutainment solution under the
concept of “Talent Academy Program”, which was in essence a
preparation course for kids get ahead in school.
Service: Digital communication for product launch!
Agency-Client Relationship: Accompaniment since start-up (1 year)!
Agencies involved: Mash
THE IMPACT
Webtraffic:+26,000
Socialfans:+4,000
Contestplayer:+2,000
NAHI, beyond a kids tablet
Tabletssold
duringthefirst
storeopeningday50
1month

31. NAHI, beyond a kids tablet

32. MJN - Brain Expo
THE BACKGROUND"
Brain Expo is the biggest ever event in 2013 for moms & kids in Vietnam to
discover about brain’s miracles and how to ignite baby’s brain power in their
early years. The Brain Expo PR campaign is the best example for the
integration of all PR tools & the leveraging of various stakeholders to create
talk of the town to the event.!
!
THE EXECUTION "
Impressive success of the PR campaign could be seen in each single phase:!
(Pre –event) Create excitement of the coming mega event. The success
of this phase was proved by thousands of registrations on traditional &
social communication channels.!
(During event) 1. Invite key media representatives to join the event; 2.
Conduct interviews with different key stakeholders in event 3. Invite
authorities to deliver speech at the event!
(Post event) Generate a great deal of earned PR from different media
partners in a time limitation which requires very fast responses.!
!
THE IMPACT"
Gain publicities in almost top tier media after event. Media highly appreciated
the event as an educational & entertaining program for mom & kids.
Service: PR Communications!
Agency-Client Relationship: Commercial Communication Partner 2013!
Agencies involved: MindCaster
1.000.000.000
120
MEDIAOUTPUTSWITHIN
2 WEEKS
(ONEBILLION)
VIEWS & CONVERSATIONS
ON SOCIAL MEDIA AFTER THE EVENT

33. MJN - Brain Expo

34. We look forward to
working with you.