What Masso Group does

Masso Group is a Vietnam-headquartered marketing services and consulting firm founded in 2000, providing integrated marketing solutions across branding, integrated marketing communications (IMC), digital marketing, web and app development, creative design, SEO, and outsourced field marketing. The company serves multinational corporations and large enterprises seeking to enter or operate within Vietnam and Asia, offering end-to-end capabilities from brand strategy through to nationwide execution. Its underlying methodology is anchored by the proprietary LIP@ branding model (Leadership – Identity – Ps (4P)), a registered strategic tool that structures consumer insights, brand strategy, corporate identity, and communications planning.

The business operates on a professional services revenue model, monetizing through consulting fees, campaign execution retainers, and project-based engagements. Its go-to-market is sales-led, relying on industry reputation, case studies, and partnerships with multinational firms entering Asia. Masso maintains a headquarters in Ho Chi Minh City and a regional branch in Hanoi, with stated operational reach across Vietnam's 63 provinces for field marketing, sales activation, and retail channel activation. The client roster includes major global brands such as Coca-Cola, Microsoft, Sony, P&G, Nokia, and Unilever alongside Vietnamese corporates such as Vingroup, BIDV, and Vietbank.

Beyond services, the firm has accumulated industry recognition including a McGraw Hill business book case study selection in 2012 and Singapore Marketing Awards in 2015 and 2016. The business is privately held with no disclosed institutional investors and limited public financial information; current leadership includes Chairman Nguyen Trung Thang and CFO Nguyen Thi Thu Thuy.

Name

Masso Group

Legal name

Masso Group

Website

https://massogroup.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Masso Group is a Vietnam-based marketing services and consulting firm founded in 2000 that delivers branding strategy, integrated marketing communications, digital marketing, and outsourced field marketing to multinational corporations and large enterprises operating in Vietnam and Asia.

Ownership category

akta.pro rank

Product category

Marketing Services and Consulting

NAICS

Advertising, Public Relations, and Related Services (5418), Advertising Agencies (541810)

SIC

Services-Advertising Agencies (7311), Services-Advertising (7310)

akta.pro primary industry

Account-Based Marketing (ABM) Services (BPAFAKAG)

Keywords

• Marketing consulting services
• Branding strategy
• Integrated marketing communication
• Field marketing services
• Digital marketing agency

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Professional Services & Consulting: Marketing services and consulting fees from providing branding, marketing strategy consultancy, integrated marketing communication, digital marketing, web/app development, and creative services to enterprise clients.
2. Outsourced Marketing Services: Field marketing, sales promotion, sales activation, retail channel activation and shopper marketing services provided across 63 provinces of Vietnam and Asia market.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

Masso Group is a Vietnam-based professional marketing services and consulting firm that delivers end-to-end marketing solutions to enterprise clients, including branding and marketing strategy consultancy (powered by its proprietary LIP@ model), integrated marketing communication (IMC) campaigns, digital marketing and digital integration, web and app development, SEO and content writing, graphic design, creative concept/key visual work, and outsourced field marketing (sales promotion, retail channel activation, shopper marketing) executed across 63 provinces of Vietnam and Asia.

Product overview

Masso Group is a marketing agency founded in 2000, offering a comprehensive suite of marketing services rather than a unified software product. The portfolio includes 12 distinct service offerings: Branding & Marketing Strategy Consultancy (powered by their proprietary LIP@ model), Integrated Marketing Communication (IMC), Digital Marketing/Digital Integration, Modern Design, Marketing Strategy, Web Development, App Development, SEO & Content Writing, Graphic Designing, Digital Products, Creative Concept & KV, and Marketing Services/Outsourced Marketing. These services are designed to work together seamlessly as an integrated offering, combining traditional and digital marketing approaches for the Asia/Vietnam market.

Differentiator

Problem solved

Functional benefit

Products and services

• Branding & Marketing Strategy Consultancy Marketing and branding consultancy service providing total solutions including consumer insights, market research, brand strategy, corporate identity, and communications strategy based on Masso's proprietary LIP@ model (Leadership – Identity – Ps (4P)). Targets enterprise clients and multinational corporations entering or operating in Vietnam and Asia.
• Integrated Marketing Communication (IMC) One-stop integrated marketing communication campaign service combining traditional offline communications with online tools, covering Advertising, Events Management, Public Relations, Brand Activation, and Digital Marketing for enterprise clients.
• Digital Marketing / Digital Integration

Named customers19 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators3 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Ogilvy Vietnam: WPP-owned global creative and marketing network operating in Vietnam with full-service advertising, branding, and digital capabilities. Directly comparable to Masso on MNC client base and integrated service offering, but with global scale, proprietary tooling, and worldwide pitch access that Masso lacks.
• Dentsu Vietnam: Japanese-headquartered global advertising network with established Vietnam operations serving MNC and local clients across creative, media, and digital. Competes with Masso for the same multinational marketing budgets in Vietnam and offers global-to-local delivery and martech depth that a mid-size independent cannot match.
• Publicis Groupe Vietnam: Global advertising holding company with creative, media, and digital agencies (Leo Burnett, Saatchi & Saatchi, Publicis, Starcom) operating in Vietnam. Targets the same MNC roster (Unilever, P&G, Coca-Cola) as Masso and competes in branding, IMC, and digital marketing engagements.

Direct peers

• TBWA Vietnam: Omnicom-owned creative agency in Vietnam offering brand strategy, advertising, and integrated campaigns for local and multinational clients. Closest direct peer to Masso in terms of integrated creative + IMC scope serving enterprise clients in the Vietnam market.
• MullenLowe Vietnam: IPG-owned creative agency network operating in Vietnam with full-service advertising, branding, and activation capabilities. Closely comparable to Masso on integrated creative + IMC service model and enterprise client targeting in the Vietnam market.
• Leo Burnett Vietnam: Publicis-owned creative agency in Vietnam focused on brand-building and integrated campaigns for multinational and local enterprise clients. Directly comparable to Masso on branding methodology, IMC scope, and MNC client roster in Vietnam.
• BBDO Vietnam: Omnicom-owned global creative network with Vietnam operations offering brand strategy, advertising, and integrated marketing for enterprise and FMCG clients. Comparable to Masso on creative-led brand work and multinational client servicing in the local market.
• Saatchi & Saatchi Vietnam: Publicis-owned creative agency with established Vietnam presence serving FMCG and consumer brand clients. Directly comparable to Masso on integrated brand communications and enterprise targeting in Vietnam.

Others

• Hakuhodo Vietnam: Japanese-headquartered advertising network with operations across Southeast Asia including Vietnam. Competes with Masso for Japanese MNC clients (Sony, TOTO, Lixil) and offers cross-border Asia-region campaign coordination.

Emerging players

• VMLY&R Vietnam: WPP-owned digital and customer experience agency with growing Vietnam operations focused on digital marketing, e-commerce, and martech. Adjacent comparable to Masso's digital integration and SEO/content service lines, representing the digital-native competition that pressures traditional integrated agencies.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC_q6pDaHMO9_BzpWYsQBxOg
• Facebookfacebook.com/MassoGroup
• LinkedInlinkedin.com/company/masso-group

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Masso Group