The Vietnam CEO & CMO Summit 2026 on Brand Growth (First Half), themed "Repeatedly Seen – Redefining the Logic of Advertising Effectiveness Evaluation," held in Hanoi on June 18, brought together entrepreneurs, CEOs, CMOs, brand representatives, advertising agencies, investment funds, and marketing experts to examine economic trends, brand-building strategies, and emerging methods for assessing advertising performance.
As internet platforms, social media, short-form video, and artificial intelligence continue to reshape the media landscape, consumers are exposed to an increasing volume of information every day. While communication channels have expanded and advertising has become more widespread, the number of brands consumers actively remember has not grown at the same pace. Against this backdrop, industry participants discussed how advertising effectiveness should be measured in a changing environment.
The summit provided a platform for discussions on brand growth and marketing effectiveness in the new era. Photo courtesy of Chicilon Media
At the summit, Dr. Can Van Luc, chief economist at BIDV and a member of the National Financial and Monetary Policy Advisory Council, shared his outlook on Vietnam's economy for 2026-2027, outlining opportunities, challenges, and recommendations for businesses.
