Moonfolks enters Vietnam with Livio Grossi at the helm

Independent agency Moonfolks has expanded into Vietnam, appointing long-time Vietnam creative leader Livio Grossi as chief creative officer and managing partner as it seeks to strengthen its Southeast Asian footprint and position itself as a regional growth partner for Vietnamese brands.

The launch marks the agency's latest regional expansion following its entry into Brunei earlier this year. With its holding company based in Singapore and headquarters in Jakarta, Moonfolks said the Vietnam office reinforces its ambitions to grow across Asia, with further international expansion already under consideration.

Grossi joins after a decade in Vietnam's advertising industry, having previously held leadership roles at MullenLowe, Phibious and, most recently, Dentsu Redder, where he served as executive creative director for six years.

Don't miss: Moonfolks plants flag in Brunei, signals wider Southeast Asia push

Moonfolks founder and CEO Anish Daryani said Vietnam had long been part of the agency's expansion plans, but Grossi's appointment accelerated those ambitions.

"Having lived and worked in Vietnam before, the intention to launch Moonfolks here was always there," he said.

"I believe our approach of creating audacious commerce for our clients, combining content, creators, communities and culture, will have ready acceptance in Vietnam's fast growing economy. Coupled with our strong creative reputation, we are confident of disrupting Vietnam's creative industry and establish our relevance for ambitious brands."

Grossi described the venture as an opportunity to build a different type of agency focused on creative excellence and entrepreneurial thinking.

"After more than a decade in Vietnam, I still believe the most interesting creative chapter is ahead. Moonfolks Vietnam is a chance to build something sharper and more intentional about the kind of work we put into the world," Grossi said.

"Not just another agency, but a studio built on strong taste, real craft, and real care for the people behind it. Driven by an entrepreneurial spirit: curious, ambitious and willing to take risks in pursuit of better."

The Vietnam office will bring together branding and advertising, social and digital, influencer marketing and PR, as well as shopper marketing and brand activations under a single integrated proposition designed to drive commerce.

Beyond serving multinational clients, the agency is positioning itself as a partner for Vietnamese companies looking to scale across ASEAN. Moonfolks cited Vietnam's national "Go Global" programme alongside research showing more than 80% of Vietnamese businesses intend to expand internationally over the next two years, with ASEAN - particularly Indonesia - emerging as a preferred destination.

Daryani also said the agency hopes to support Vietnam's tourism ambitions through partnerships with the country's tourism authorities, drawing from its experience of working with Indonesia's ministry of tourism.

"With the launch of new airports and improved infrastructure, Ho Chi Minh City will emerge as a major hub for tourism. We want to work with them to make Vietnam the preferred choice for travellers."

Moonfolks also emphasised collaboration in Vietnam, saying it intends to work alongside local creators, partners and agencies to contribute to the country's growing creative economy. The agency has already established partnerships with organisations including Rice Content, IDM and Pmax.

To mark its arrival, Moonfolks rolled out a city-wide launch campaign titled "New locals", featuring three pink astronaut characters who appeared across Ho Chi Minh City before the official launch. The activation, documented by 20 content creators across Instagram and TikTok under the hashtag #NewLocals, culminated in the agency's unveiling at the Ho Chi Minh City Fine Arts Museum.

Discover what's next in Indonesia's fast-moving digital landscape at DMA Indonesia 2026 on 13 October in Jakarta, where marketing leaders will explore how AI, creator ecosystems, social commerce, and omnichannel strategies are reshaping customer engagement and business growth.

Related articles:
Moonfolks strengthens shopper marketing ambitions with GM appointment
Agency agenda: Moonfolks' Anish Daryani sets eyes on new market entries this year
Havas Moonfolks appoints chief strategy and growth officer amid leadership expansion