dentsu Vietnam appoints Thu Nguyen as CEO

Thu Nguyen has been named chief executive of dentsu Vietnam, marking a leadership transition aimed at accelerating growth in one of Southeast Asia’s fastest evolving markets.

Nguyen is no stranger to the business. He previously founded Ambient Digital, an independent agency that was later integrated into dentsu, and most recently served as deputy CEO of dentsu Vietnam. Over the past year, he has played a central role in strengthening integration across capabilities and deepening client relationships.

His appointment signals continuity as well as ambition. With Vietnam emerging as a high growth market in the region, dentsu is positioning the country as a key contributor within its Southeast Asia operations. Nguyen will continue to lead the company’s integrated offering, with a focus on client growth, market relevance and scaling capabilities.

Vietnam’s advertising and digital economy has been expanding rapidly, driven by a young population, rising digital adoption and increasing brand investment. Within this context, dentsu has been building a more connected business model to respond to shifting client demands and market dynamics.

Sanjay Bhasin, CEO, Southeast Asia, dentsu said, “Vietnam has been a key part of our Southeast Asia story, and one we have been building with clear intent over time. It deserves leadership that can match its pace, and the ability to translate it into real growth for our clients, our people, and our business. Thu has been central to that progress. He has built businesses here, led through multiple cycles of industry transformation, and earned deep trust with clients and talent alike. This transition reflects that continuity, allowing us to scale what is already working, with the right leadership that is deeply rooted in the market and fully aligned to where we are going next.”

Nguyen commented, “dentsu has always been a business shaped by people, and a belief that ideas can move society. That is our heritage, and what makes us endure. In Vietnam, this cannot be more relevant as it is a market defined by how quickly people adapt and shift, and we have been building a business that listens closely to that. Stepping into this role is about continuing that direction, and helping our clients grow in ways that are truly connected to the realities of this market and the role they play within it.”

dentsu is expected to deepen its presence in Vietnam by strengthening integrated services and leveraging local market insights, with Nguyen tasked to steer the next phase of growth in a market seen as increasingly strategic to the group’s regional ambitions.