(A): We have to accept that the PR market is quite a challenging one. So, amidst all the big sharks in the market, how has your brand made it big? What makes it unique?
(C): “What makes us unique is, first of all, our target clients. While most local agencies target established companies in Vietnam, EloQ focuses on serving overseas clients. As local experts, our job is to identify and close the cultural and knowledge gap between the Vietnamese audience and the brands, such as advising them on how to adapt their key messages to the local audience, how to engage with the local media, and all the local norms they need to know to get on good terms with the local public. The second difference is our respect and openness to diversity, which resulted from the experience of working with clients from different industries, backgrounds, and countries. The spirit is deep-rooted into our work culture and is reflected through our internal team, where we welcome members from any gender, experience, educational background, race, etc. At EloQ, we ensure that everyone is equal, meaning that advancement and opportunities for female employees are abundant at our agency. We take responsibility to create an open environment where women can lead and succeed.”
(A): What are your views on women in the PR and marketing industry? Any advice for them?
(C): “In the PR and marketing industry, women account for 80% of the workforce, but only 20% of them are in managerial roles. This is known as a fact not only in Vietnam but also worldwide. This is not because women are incompetent in comparison to male practitioners, but women prefer professional work to a leadership position. They tend to avoid being in the center of attention. And it is similar for many other industries. I think women should not fear managerial roles or feel that they’re compelled to impress other people as business leaders. Think of it as a way to step up and realize their dreams. You may be the only person to make your dream come true. Speak and take action for what you want. I believe that if I can do it like many other talented women leaders are doing it, then so can you!”
(A): How has the pandemic affected your business? What was your primary focus?
(C): “2021 was a successful year for my company, despite the influence of COVID-19. We celebrated our fifth anniversary along with several awards and recognitions on a regional scale. But the most rewarding experience, I think, is when our clients’ campaigns translate into success. We won eight new clients, including the global biopharmaceutical business AstraZeneca. It was an exciting experience to help the brand establish its credibility with the Vietnamese public (government, media, and citizens), educate the importance of vaccination to the local community, and consequently, increase the vaccination rate in Vietnam. I think this campaign is not only work but something we can look back to and feel proud of our contribution to the local welfare. We retained or renewed 65% of the past contracts, including ones with the world’s leading messaging app Viber and the hip travel body Hong Kong Tourism Board. And for personal achievement, at the end of 2021, I was awarded the Gold title for Best PR Practitioners award at the third ASEAN PR Excellence Award. Surprisingly, I was the only female candidate shortlisted and won a trophy among the individual award categories.”
EloQ Communications proudly stands as a brand that has broken all the conventional stereotypes and has established a certain order in the industry. With its creative thinking, it has changed the PR and Communications industry. With its prime goal being facilitating strong, clear, and fluent communication, EloQ has become an undisputed industry leader. Today, EloQ Communications is heading the business world towards a more predictable future and intends to make the future more desirable, beautiful, and joyful. EloQ is here to serve. EloQ is here to help.