I remember the night before my flight to the UK in September 2019. It was a different world back then compared to now- back then, the world was not ridden with COVID-19 and all the drama along with it. All I had to remember was the excitement, the worries, the anxiety, and a list of different mixed feelings. I stepped foot in London the day after and it was a very beautiful day, with the sunshine beaming through every corner of the streets. How I managed to get on the tube in London on my first day in the UK is a story for another time. The fact that I’m sitting here reminiscing about the old days and waiting for the gym to open after a third lockdown might make the memories even more beautiful, but they say first time’s the charm. Is it a saying? I guess it is now.
I just knew I would learn a lot. I’ve been studying and living in Leeds where different cultures are proudly celebrated. I mean if you’d like to have a bowl of Phở or some Nem, I definitely know where to recommend. The exposure to many inter-cultural contexts of life has been inspiring me and I’ve learnt a lot. I’m the fish in the ocean and I want to absorb the water. I want to swim to different branches of the world. Different people from different parts of the world react to different situations in completely different ways. Those who champion the differences and know how to make the most of them win. Racers, start your engines!
The opportunities I’ve had to experience myself, to see those differences, and to talk to people about cultural aspects of life have been enormously helpful to build my knowledge, skills, and empathy. In a world where we talk much of globalisation, “home is where your heart is”, and it’s fascinating to get insights from real people who are from a country but living and working in another. How do they adapt? How do they manifest themselves and their careers? How do they thrive? And probably some extremely amusing or embarrassing stories.
That’s the reason why I wanted to create this series “The Nomad”, fortnightly published, where I plan to talk to those exact people in PR and Comms who spend their love and life in different countries and cultures, then delve into the insights which might help other people to live or to do business in an inter-cultural world. If you or someone you know would be happy to share their perspective, please get in touch! I’d love to hear from you.
The first guest of the series is Luc Mandret. Luc is Country Head for Vietnam of MediaDonuts, an online advertising and technology company that helps advertisers achieve their performance and branding goals across digital media channels. Before MediaDonuts, Luc was General Manager of MSL, the PR and digital agency of Publicis Group in Vietnam. Previously, he held leadership roles with Elan Edelman – then Publicis agencies – in France where he was Head of Digital and Social Media, before relocating to Cambodia in 2017 and Vietnam in 2018.
I caught up with Luc to listen to what he had to share about his experiences, what drew him to work in Vietnam, and his views on PR in the country and, of course, the traffic situation in Vietnam.
Hi Luc, how have you been? What keeps you busy lately?
Hi Son, nice to meet you again! Very busy with work, busy to learn as well. Learning the Vietnamese language is complicated, but I love it because I have a great teacher and it’s a way for me to understand better Vietnamese culture as well. I am also learning to develop my technical skills in digital: back in France many years ago, I was very strict. With my team, we could bring the best practices in this field; now, with more management responsibilities, I find it very important to continue being on top of the knowledge. So many new platforms from social media to e-commerce, but it’s good for my clients and good for my brain as well.
And then I need some me-time, I need this work-life balance and I always take time with my partner and my friends, exploring the food scene of Ho Chi Minh City. If I still have more time, I go swimming and boxing, the best way for me to relax.
Why Vietnam? What brought you to Vietnam in the first place? Any first impression?
The first time is many years ago when I had the chance to visit Vietnam as a tourist. I was living and working in France. And I came back, to Vietnam and the region. I also felt connected with the people, the positive energy and the “can do” mindset that I am enjoying a lot.
Tell us something you think you’d never understand about Vietnam (in the past) or maybe some hilarious embarrassing stories?
Karaoke 🙂 I believe it’s impossible to understand that as a foreigner. Why this loud music is in the street, with most of the people singing very badly when they drink too much, and with a terrible sound system.
What’s your experience as a Frenchman in Vietnam? Can you tell us your most memorable experience as a Frenchman in Vietnam if any?
I realised the attractiveness of France when I was relocated to Vietnam. From luxury brands to football, from Victor Hugo to food and wines, we are always very welcomed as French nationals in Vietnam, and it’s very easy to find some topics of discussion. I can remember a business trip to Hanoi where I discussed on the plane with an old lady, she was Vietnamese and speaking perfectly well French, and we discussed French literature for two hours. That was so emotional for both of us.
What’s your experience as a French in the PR/Comms industry? Is it different compared to France?
It’s very different. PR in Vietnam is more direct, very performance and business-oriented, while in France I was more focused on reputation management. PR is very connected to marketing in Vietnam, and I am very excited that I can see more and more young professionals interested in communication career.
Can you expand on this, please? Is there any PR practice in Vietnam that you think is different from PR in other markets?
PR in Vietnam is still very money-driven: yes, we can have earned coverage, this is possible yet complicated. And not only with traditional media, same with influencer management or social media. Sponsorship, advertorial, booking, partnerships: so many names but at the beginning, there is a financial transaction. Therefore, to make it impactful in Vietnam, we must bring more attention to the content, the storytelling, the formats. The advocacy programs with all corporate stakeholders and consumers are key, it takes time, and we need a lot of effort to be successful.
Have you ever come across any cultural differences or cultural obstacles to work in this industry in Vietnam?
I like working with team members that I trust. And I need it: a good communication professional needs to understand the deep culture, to transform it into strong and relevant insights. If we want to impact long-term business and reputation, we have to be connected with people, we need strong advocates. My Vietnamese knowledge is still limited, I am learning every day, and with a rich culture like in Vietnam, I need time and support to be a good communication advisor. Then I can bring my international and long experience in communication to develop strategies.
What about the political/media landscape here that people should know about/be mindful of?
Vietnam is booming, transforming very fast. We need to always be very connected and catch all opportunities. The media landscape is more and more digital and social. The new-new platforms are developing very fast. Our work is to connect this fast transformation of society and the behaviours with the brands for a good purpose, without being only in the trends.
People talk a lot about diversity and inclusion, but there’s a whole lot about gender or sexual orientation – what’s your take on that? In Vietnam and compared that to your home country, how’s that difference, and if there’s any gap, what should be done? Where is the progress to be made?
I recently joined an event organised by the Vietnam Corporate Pride Network, aiming to develop the diversity and inclusion of LGBT in the companies. That’s very important for me, I have always been very active in associations. I believe the progress will come from all of us, with an easy mantra “transforming by doing”.
What advice would you give people who want to come and work here and what advice would you give businesses who want to operate in Vietnam? If there’s anything you think people should know, what is that?
I had a chance when I arrived in Vietnam; I already knew some other expatriates. They helped me, they advised me. We have strong business communities, with the French economic chamber (CCIFV) or the EuroCham for example. And we have this room to share transparently. That would be my first advice: meet your peers, ask all your questions. We are here to help and support each other.
Where is Vietnam on the map?
In the centre of my personal and professional map for sure!
Tell us something must-not-try in Vietnam?
Driving a motorbike the first day you arrive. You will need time to understand the traffic 🙂 Then it will be fine, just take your time.
What’s next for you? Will you stay or travel some more? How to keep up with Luc Mandret?
Meet me at an eatery or a cocktail bar, or follow me on social media platforms, I am always thrilled to share thoughts with nice people and good food or drinks.
You can find Luc on LinkedIn at Luc Mandret or on Twitter at @LucMandret.
Hi, it's me Son. I'm the one behind the blog Son Talks. I mean, I'm happy to verify I'm not a robot. Can easily spot cars or chimneys. I'm working as an Account Executive at Intent Health. You can reach me via LinkedIn at Son Pham or Twitter at @beyondson_ If you or someone you know would be happy to share their perspective, please get in touch, I’d love to hear from you. Over and out! See ya soon x
