The topic was a focus of the Vietnam CEO & CMO Summit 2026 on Brand Growth, held in Ho Chi Minh City on June 24 under the theme "Seen Repeatedly - Redefining the Logic of Advertising Effectiveness."
Organized by Chicilon Media, the event brought together nearly 200 executives, marketers, and brand leaders from sectors including food and beverage, dairy, finance, insurance, real estate, automotive, consumer electronics, and retail.
Participants discussed how businesses are reassessing advertising effectiveness and adapting brand-building strategies in an increasingly competitive market. Across summit sessions in Hanoi and Ho Chi Minh City, economists, business executives, market researchers, and marketing specialists highlighted the growing importance of maintaining consumer awareness beyond simply maximizing audience reach.
The events in Hanoi and Ho Chi Minh City attracted representatives from nearly 400 businesses. Photo courtesy of Chicilon Media
According to the speakers, the value of advertising lies not only in being seen but also in remaining in consumers' memories.
