Happiness Saigon takes on creative-led, technology-enabled approach in next growth phase

Hanoi, Vietnam – Creative agency Happiness Saigon has begun positioning itself as a “creative-led, technology enabled” organisation. 

According to the company, the move comes as a response to shifts in the marketing industry, which now assesses creativity through how effectively it delivers measurable impact and integrates with business systems. It also addresses the expansion of creative agencies’ responsibilities, as they are expected to make quicker decisions while maintaining flexibility throughout the development process.

“We have always believed that creativity is the starting point of everything. But creativity only become truly powerful when it lives inside a system that allows it to last longer than a campaign, travel further than an idea, and create impact beyond communications,” said Jazz Tonna, co-CEO, partner and creative director of Happiness Saigon. “Creative-led is how we protect the soul of our industry. Technology-enabled is how we help creativity become a real growth capability for brands.”

The company has been investing in internal technology systems ranging from AI platforms, data tools, and automation processes to better respond to the needs of brands.

Nhật Quí, managing director of Happiness Saigon, said, “Technology-enabled does not mean we are becoming a tech agency. It means we use technology to make creativity more useful, more scalable, and more sustainable for our clients. The AI systems and internal tools we’ve built help reduce the gap between creative ideas and real business outcomes.”

The agency added that it has also begun an internal transformation involving changes in structure, leadership, and operational processes to support its next phase of growth. 

“We believe a new vision can only succeed if it is led by people who live it every day. Empowering our next generation of leaders is how we ensure continuity, while also building a more flexible structure that allows the organization to evolve with the market,” said Kim Anh, managing director of Happiness Saigon.