Edelman has hired Thien Thanh Nguyen as CEO of the firm’s operations in Vietnam.
Nguyen will be in charge of AVC Edelman, established in 2012 after Edelman acquired local Vietnamese firm AVC Communications.
She takes over from former managing director Ngoc Anh Bui, who will remain with Edelman in an advisory role.
Nguyen brings almost two decades’ experience to Edelman. For the last 14 years she has worked at Publicis Vietnam, where she spent eight years as general manager.
Before that, Nguyen worked at J Walter Thompson as planning and account director for almost five years.
She has worked for a range of multinational clients, including Ford, Unilever, L’Oreal and Nestle, and several local brands, such as Kinh Do, Diana, THP and Dong A Bank.
"I believe Edelman is equipped to take on a leading role in shaping public and consumer engagement," Nguyen said.
"Through smart, integrated strategy and execution, Edelman's range of services are geared towards taking brands and companies to another level – areas I can build on and grow with my past experience."
Iain Twine, CEO of Edelman Southeast Asia and Australasia, said: "We are delighted to welcome TT, whose creative advertising experience and strategic planning leadership will maintain AVC Edelman’s top position in the Vietnam PR industry, while extending its capabilities across the entire communications marketing spectrum."