Vietnam CEO & CMO Summit 2026: Redefining Advertising Effectiveness and Brand Recall

Nearly 200 business leaders and marketing experts gathered in Hanoi on June 18 for the Vietnam CEO & CMO Summit 2026 to address a shifting advertising landscape. The event, titled “Seen Repeatedly – Redefining the Logic of Advertising Effectiveness,” focused on how brands can maintain consumer recall amidst an overwhelming influx of digital information, social media, and artificial intelligence-driven content.

Did You Know? The summit highlighted a growing disconnect in the modern media landscape: while advertising channels have multiplied and become ubiquitous, the number of brands that consumers actively remember has not increased at the same rate.

Expert Insight: Samantha Carter notes that the industry is hitting a saturation point where mere visibility is no longer a proxy for success. The shift toward measuring “attention” and “memory” reflects a necessary pivot from volume-based metrics to psychological impact, suggesting that the future of marketing success lies in how well a brand occupies space in a consumer’s mind rather than how often it appears on a screen.

Redefining Advertising Metrics

Guo Zhi Feng, president of Chicilon Media and the event’s organizer, argued that the industry is entering a transformation phase. He stated that while traditional metrics like reach and impressions remain common, they fail to account for whether a consumer actually pays attention or remembers the brand. According to Guo, exposure does not guarantee memory, and only brands that are recalled by consumers can successfully influence purchase decisions.

Macroeconomic Context for 2026

Dr. Can Van Luc, chief economist of BIDV and a member of the National Financial and Monetary Policy Advisory Council, provided an economic outlook for 2026-2027. His presentation addressed the challenges and opportunities facing the Vietnamese market. These insights are intended to guide business leaders in their investment planning and long-term brand development strategies for the remainder of the year and beyond.

Bridging Awareness and Sales

Marketing leaders at the summit discussed the need to shorten the path between brand awareness and the final point of sale. Ha Hai Nam, director of marketing communications at TH Food Chain, emphasized that the primary goal of marketing is to ensure a brand is among the options a consumer considers when a need arises. Integrating brand development with point-of-sale marketing may improve the efficiency of marketing investments and help businesses navigate the current competitive environment.

Future Market Outlook

As the industry moves forward, participants suggested that competitive advantages will likely depend on a brand’s ability to remain visible and memorable. With government discussions ongoing regarding business performance and the goal of achieving double-digit growth, companies may increasingly focus on long-term brand value rather than short-term sales spikes. Analysts expect that firms will continue to refine their use of digital tools and artificial intelligence to ensure their messages cut through the daily volume of information.

Frequently Asked Questions

What was the primary theme of the Vietnam CEO & CMO Summit 2026?
The summit focused on “Seen Repeatedly – Redefining the Logic of Advertising Effectiveness,” examining how to measure marketing performance in an era where consumers are exposed to high volumes of digital information.

Why is brand recall becoming more important than reach?
According to Guo Zhi Feng, consumers do not choose brands simply because they have seen them before, but because the brand occupies a place in their memory. Therefore, attention and memory are increasingly viewed as more critical indicators of effectiveness than raw impression numbers.

How are companies planning to improve marketing efficiency?
Speakers suggested that integrating brand development activities with marketing at the point of sale is a key strategy to shorten the distance between consumer awareness and purchase, ultimately strengthening long-term brand value.

What strategy will your brand prioritize to ensure it remains in the minds of consumers during their next purchase decision?