According to a company representative, as brands expand operations globally, "telling the same story to everyone" is no longer effective. For Spotlight Asia, successful multinational communication stems from the ability to tell the right story, with the right culture, and in the right context for each market.
Specifically, this communication company builds its strategy on three pillars: deep understanding of local culture, operation according to international standards, and brand storytelling based on regional insights. This approach ensures campaigns maintain global consistency while remaining flexible enough to adapt to each country.
According to Pham Ngoc Xuyen Son (Shaun Pham), founder and CEO of Spotlight Asia, Southeast Asia is not a uniform market but a collection of many different cultural ecosystems. "A message might be strategically sound, but if it doesn't fit the cultural context, it won't create a genuine connection with the public", he stated.
The CEO of Spotlight Asia has over 17 years of experience working in Bangkok, Thailand. Last year, Men's Folio Vietnam honored him as "Male Icon - Businessman of the Year in PR Communications" for his contributions to modern public relations (PR) thinking in Southeast Asia.
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Shaun Pham (Pham Ngoc Xuyen Son), founder and CEO of Spotlight Asia, honored by Men's Folio Vietnam as Businessman of the Year in Public Relations and Communications. Photo: Spotlight Asia |
A typical example occurred when Spotlight Asia was tasked with handling communications for the launch of an electric vehicle brand in Thailand. Spotlight Asia faced a major challenge: the launch coincided with the Bangkok International Motor Show, where numerous automotive brands competed for attention.
To attract media attention, Spotlight Asia proposed a separate strategy, organizing an independent launch event outside the Auto Show. The event, held at Siam Paragon, one of Bangkok's iconic shopping malls, helped the electric vehicle brand reach both the media and the general public.
According to a Spotlight Asia representative, the launch attracted over 200 domestic and international journalists, contributing to a positive media effect for the brand.
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The launch ceremony for an electric vehicle brand in Thailand, held at Siam Paragon on 12/2022. Photo: Spotlight Asia |
Recently, Spotlight Asia further demonstrated its capability in organizing international entertainment projects with the launch event for The White Lotus Season 3 (HBO Max) in 2/2025 in Bangkok.
In addition to international brand launch campaigns, Spotlight Asia also handles long-term communication management for Michelin Guide in Vietnam and is expected to do so in the Philippines this year.
A Spotlight Asia representative stated that the company earns trust from partners by operating with an in-house team model in each market, combined with a unified regional strategy. This approach helps maintain consistent strategic quality while ensuring local cultural understanding. "We don't just implement campaigns; we help brands understand who they are talking to", Shaun Pham emphasized.
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Shaun Pham at the Michelin Guide Philippines launch. Photo: Spotlight Asia |
In the next phase, Spotlight Asia will continue to invest in cultural research capabilities, expand its multinational team, and enhance storytelling expertise for multi-market campaigns. With a direction that uses culture as its foundation and international thinking as its guide, Spotlight Asia is establishing its position as a modern Asian agency.
Spotlight Asia is a strategic communication and public relations (PR) company headquartered in Vietnam and Thailand, operating in Vietnam, Singapore, and the Philippines. The company specializes in PR, key opinion leader (KOL) marketing, social media, media relations, and corporate social responsibility (CSR) campaigns, serving clients in the luxury, hospitality, transportation, technology, and corporate sectors.
(Source: Spotlight Asia)
