The Vietnam CEO and CMO Summit 2026 on Brand Growth (first half of the year), themed "Seen Repeatedly - Redefining the Logic of Advertising Effectiveness Evaluation," was organized by Chicilon Media in Hanoi on 18/6. The event brought together nearly 200 entrepreneurs, CEOs, CMOs, brand representatives, advertising agencies, investment funds, and leading experts in Vietnam. Guests discussed future economic trends, brand growth strategies, and the development direction of advertising effectiveness evaluation logic.

With the growth of the internet, social media, short videos, and artificial intelligence, the amount of information consumers receive daily is increasing. While communication channels are multiplying and advertising is becoming more prevalent, the number of brands truly remembered by consumers has not increased proportionally. In this context, the industry's central question is how advertising effectiveness should be measured.

The summit provided a space for networking and discussing brand growth and communication effectiveness in the new era. *Chicilon Media*

At the summit, Can Van Luc, Chief Economist of BIDV and Member of the National Financial and Monetary Policy Advisory Council, presented Vietnam's economic outlook for 2026-2027, including opportunities, challenges, and solutions for businesses. Many attendees noted that Dr. Can Van Luc's presentation offered a macroeconomic perspective, providing a crucial foundation for investment decisions, brand development, and marketing strategy planning for the second half of this year and 2027. In an increasingly competitive landscape, businesses must invest in long-term brand value, not just sales growth.

The core topic of this year's summit, "Seen Repeatedly - Redefining the Logic of Advertising Effectiveness Evaluation," garnered significant interest and lively discussion from attendees. Guo Zhi Feng, Chairman of Chicilon Media's Board of Directors, observed that the advertising industry is entering a new transformation phase. While communication effectiveness was previously assessed through reach and impressions, attention and brand recall are now becoming increasingly important metrics.

"Impressions do not equate to consumer attention, and attention does not guarantee recall. Only when a brand is remembered can the likelihood of consideration and choice be formed," Guo Zhi Feng stated.

Guo Zhi Feng, Chairman of the Board of Directors, introduces the book "Seen Repeatedly". *Chicilon Media*

According to Guo Zhi Feng, consumers do not choose a brand simply because they have seen it, but because the brand has established a specific position in their minds. Therefore, the goal of advertising extends beyond increasing appearances; it aims to build brand recall.

He believes that while advertising effectiveness was previously measured by impressions, in the future, consumer attention and recall will become more critical metrics. The value of advertising lies not in how many times it appears, but in its ability to make an impression on customers' minds. Appropriate repeated exposure can contribute to familiarity, thereby increasing the chance of consideration when purchasing needs arise.

Guests attentively follow the presentation content. *Chicilon Media*

From this perspective, experts at the summit further discussed brand growth, media value, changes in consumer behavior, and marketing trends in the artificial intelligence era. Representing businesses, Ha Hai Nam, Marketing Communications Director at TH Food Chain, argued that the ultimate goal of communication activities is for a brand to become one of the consumer's top choices when a need arises. He suggested that combining brand communication with point-of-sale communication can shorten the journey from awareness to purchase, while enhancing marketing investment effectiveness.

Guests visit the exhibition area for knowledge and elevator media channel equipment. *Chicilon Media*

Concluding the summit, experts affirmed that the future competitive advantage in the advertising industry will lie not only in the scale of media resources but also in the ability to help brands maintain presence, build recall, and increase opportunities for consumer selection.

(Source: Chicilon Media)