lOMoARcPSD| 49670689 lOMoARcPSD| 49670689 1. Introduction
The major objective of this paper is to convey the organizational research of the writer's internship
opportunity as Media Intern at Publicis Groupe Vietnam (PG), the world's third largest communications business.
2. Company and industry analysis a. About Publicis Groupe
Founded by Marcel Bleustein-Blanchet in 1926, Publicis Groupe is a French advertising and
public relations firm with headquarters in Paris (Forbes). In Vietnam, "The Power of One" concept
incorporates ten firms and specialties to serve present and future communication demands of
Brands and Organizations like Leo Burnett, Saatchi & Saatchi, Starcom, Publicis... Unilever,
Heineken, Abbott, Samsung, PepsiCo, Loreal, Techcombank, and other brands in numerous
industries are among PG's international and Vietnamese clients (Publicis Groupe n.d).
By giving clients fully integrated and timely accessibility to the best-in-class expertise across the
broad value chain, they aspire towards becoming "our clients' indispensable partner" (Publicis
Groupe n.d). The Groupe's most significant asset is its people. They proudly boast over 10 diverse
cultures as a Groupe, as well as approximately 60% female talents (HR Asia n.d). Moreover, PG
is the first business in the communications industry to establish the Vietnam Corporate Pride
Network (HR Asia n.d). Following up is the management structure of PG (PUBLICIS GROUPE S.A. 2021).
Figure 1: PG’s Media Department organizational structure lOMoARcPSD| 49670689 b. Industry analysis
As a media intern, I am in charge of URC Company, a pioneer in the food and beverage industry,
and my primary client, C2 Green tea, who commands a market share of up to 75% in the
Vietnamese beverage sector (Elcomblus 2021). Tra Xanh Khong Do, a product line of Tan Hiep
Phat, and Lipton Pure Green from Pepsi Cola are the two primary rivals of C2 Green tea from
URC. Although being officially launched after Tra Xanh Khong Do, C2 Green Tea was able to
overtake its opponent for the top spot by targeting a niche demographic of customers between
the ages of 15 and 30 who have energetic, hectic lifestyles and place a premium on nutritious,
portable, and convenient daily beverages (Vietnamnet 2018).
3. Cultural Self-Awareness
The working atmosphere and diversified, multicultural culture of PG Vietnam are well-known. As
well, the company frequently works with customers and vendors all over the world, which offers it
with accessibility to an infinite flow of expertise, prospects, perspectives, and professionalism
(Ahmed A 2020). Hence, it is essential that everyone is mindful of the importance of cultural
awareness, therefore, unlock the full potential of the organization by bringing everyone together
to concentrate on attaining the main objectives. As one of them, it's one of my top priorities to
consistently efficiently communicate, authentically, and respectfully with every employee,
regardless of whether they come from a different culture or not. Only then can working
relationships be enhanced, and employee participation and enthusiasm will upsurge.
Secondly, the PG’s working culture is considered to be very flexible and free with the start working
time being 10am and ending at 6pm or sometimes overtime due to heavy workload. As a newly
corporate employee, I’m aware that the late ending time may have an effect on my biological clock
and the first week of working caused me difficulties in many ways. For instance, with the “OT”
culture and the hustling traffic of Ho Chi Minh city, I always come home quite late, around 7pm,
leading to late dinners and staying up late. I realized it’s just a matter of time to get along with the
life rush, therefore, I have been working on rearranging my schedule to fit the company’s working
culture. Also, PG permits employees to work remotely at their convenience occasionally. In
managing my daily life, I'm presently progressing.
Work professionalism is another aspect that affects self-awareness. I'm in charge of working with
really large clients as this is my first job at a large company, even as an intern. Because of this, I
occasionally feel like the work is more demanding and difficult, especially when it involves the
clients' actual money and it is the PG member's responsibility to provide the highest level of
service for their clients. Nonetheless, I'm incredibly appreciative of the compassionate and helpful
members of the work team who enthusiastically guide me through every stage of the process.
4. Description of responsibilities, duties Required skills and Time Task description Platform knowledge lOMoARcPSD| 49670689 Monday • Professional • Monitor campaign Facebook Ads communication performance on SM Manager • Campaign • Work closely with Tiktok Ads administration vendors to ensure Microsoft • Data analysis and keep track with Teams the KPIs Outlook • Collect data Zalo performance from Excel vendors Socialtools • Tracking competitor’s activities and performance Tuesday • Professional Facebook Ads • Monitor campaign communication Manager performance on SM • Campaign Tiktok Ads • Work closely with administration Microsoft vendors to ensure • Data analysis Teams and keep track with Outlook the KPIs Zalo • Collect data Excel performance from vendors Wednesday • Professional • Monitor campaign Facebook Ads communication performance on SM Manager • Media planning • Work closely with Tiktok Ads • Campaign vendors to ensure Google administration and keep track with Campaign • Data analysis the KPIs manager • Set up report from (CM360) vendors Microsoft Teams Outlook Zalo Excel lOMoARcPSD| 49670689 Thursday Professional Monitor campaign Facebook Ads communication performance on SM Manager Media planning Set up ads for the Tiktok Ads Campaign upcoming week on Google administration clients’ social Campaign Data analysis platforms manager Work closely with (CM360) vendors to ensure Microsoft and keep track with Teams the KPIs Outlook Set up report from Zalo vendors Excel Friday Professional Facebook Ads Monitor campaign communication Manager performance on SM Data analysis Tiktok Ads Ads planning for the Media planning Microsoft upcoming week on Campaign clients’ social Teams administration Outlook platforms Zalo Work closely with Excel vendors to ensure Budgeting and and keep track with Kpis monitoring the KPIs Update weekly performance report for clients
The status of the Media Intern (Tran Bao Anh) and the Supervisor (Khanh Ngoc Nguyen) is
presented in the organizational chart below. The supervisor is in charge of keeping an eye on
both the overall performance of the Media Intern and the Media team. lOMoARcPSD| 49670689
Figure 2: The supervisor’s and intern’s positions 5.Key trend analysis
In light of the world's rapid adoption of digital technology, especially since the onset of the
COVID-19 epidemic, the process of digital transformation has advanced to a greater extent
as a result of people, corporations, and even the governments utilizing these technologies to
carry out their regular tasks and daily lives (Vietnamnet). Together with the rapid expansion
of E-commerce (15 percent in 2022) (NA 2022), Vietnamese digital consumption in the areas
of entertainment, social networking, online shopping, and video games has never been more
extensive (Burrage R 2022). Burrage R (2022) also stated that Facebook (85%), YouTube
(72%) and TikTok (52%) are used by more than half of the digital generation in Vietnam.
Today's consumers are more perceptive of how businesses use marketing, and they are
aware of the potential to ask for a user-generated content and tailored service from
businesses (Nguyen TV 2021). As an outcome, leveraging personalization can aid in more
efficiently delivering the overall messaging to the opportune consumers, offering users with a
wonderful experience, and sustaining the relationship (Le DB 2020). Furthermore,
personalized advertising has grown into a potent tool that helps businesses with analytics,
performance evaluation, return on investment (ROI), and retargeting, among other things
(Nguyen TV 2021). As a matter of fact, Vietnam is presently the fourth-highest spender on
internet advertising in Southeast Asia (Tran V 2023). lOMoARcPSD| 49670689
Witnessing the boom of this emerging trend of consumer behaviors, it is PG’s duty to efficiently
adapt to the circumstances and shift from the traditional media method to digitalization
personalization concentrated. Utilizing the advantages of Facebook, Youtube and Tiktok social
platforms, there are several recommendations for PG to effectively embrace the marketing
performance. Firstly, the competition has been successfully transformed by the employment of
short video methods by TikTok, which has led to a major surge in informational, interactive, and
entertaining new means of reaching users. Short videos are essential for marketing and building
a strong identity since, according to (Mileva G 2023), consumers recall 95% of the content from
them. The noticeable trend is influencer marketing. Google Trend estimates that by August 2021,
Vietnam will have about 22,000 influencers (NH 2021). The New York-based Social Media Today
publication also reported that 94% of firms thought influencer marketing was ten times more
effective than conventional techniques (NH 2021). Also, 66% of Vietnamese followers claim they
are more inclined to believe in a brand after viewing an influencer post about it (TV 2019). Last
but not least, concentrating on gaming platforms. Gaming is now widespread but underleveraged
in VietNam, however, it is presented by Vietnam ICT Comm (n.d) that the majority age of mobile
gamers in Vietnam are Gen-Zs - the key target audiences that brands nowadays concentrate on
reaching. Therefore, it is a strategic move that PG integrates brand stories with gaming platforms
that can thus give companies a competitive edge in the war of the screens.
Figure 3: Vietnam gamer data References
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https://www.forbes.com/companies/publicis-groupe/?sh=43b78c9d7887 lOMoARcPSD| 49670689 Appendix
Appendix 1: Supervisor’s confirmation of the assignment through Outlook lOMoARcPSD| 49670689
Appendix 2: Current curriculum vitae (CV) of Tran Bao Anh lOMoARcPSD| 49670689
https://glints.com/vn/opportunities/jobs/digital-intern/36d52e68-cee4-4fa5-8968-3f137b816060
Appendix 3: Media Intern position's job description