Campaign Asia: Techcombank CMO makes the list of Asia-Pacific’s 50 Most Influential Marketers for the second year running.

Campaign Asia, a leading international marketing magazine, has recognized Ms. Thai Minh Diem Tu, CMO of Techcombank, in the APAC Power List 2025. This list celebrates the top 50 most influential and purpose-driven marketers in the Asia-Pacific region. For the second consecutive year, Ms. Tu has been selected for this prestigious list, acknowledging the remarkable progress of the Techcombank brand over the past 12 months under her strategic vision and inspiring leadership.

The APAC Power List is the result of a rigorous evaluation process. Campaign Asia’s editorial and analytics team, in collaboration with DoubleVerify, a leading media measurement and analytics platform, carefully selected the region’s top senior marketers. This collaborative effort ensures transparency, objectivity, and effectiveness in the selection process.

Veteran CMOs from 15 markets in the region, including Singapore, Australia, New Zealand, Mainland China, South Korea, and Japan, were comprehensively assessed by the selection committee based on multiple criteria. These criteria included the brand’s impact on business performance, media effectiveness, financial metrics, and the campaigns’ influence on the public and the market. Going beyond numbers, Campaign Asia also considered the long-term values and the wealth of experience that these marketers have built for their brands, as well as their contributions to the marketing industry in the region.

“We strive to be better every day, and this has become part of the DNA of every Techcomer. Each year, we tell a different story, with more creative ideas and a more solid foundation, but always consistent in our spirit of action and positive inspiration to the community,” shared Ms. Tu about the journey of creating brand campaigns that resonate with customers and have a powerful impact on the community.

True to their brand promise of “Excellence Every Day,” Techcombank is committed to accompanying the aspirations of millions of Vietnamese in their self-improvement journeys. Their campaigns, far from being short-term or impulsive decisions, are standardized by the CMO and her colleagues with a constantly evolving narrative based on meticulous research into Vietnamese personalities, culture, and creative inspiration combined with pioneering digital technology, creating a unique and challenging-to-replicate identity.

For instance, in 2024, the “My Own Greatness – Advance to Your Superior Version” campaign left a strong impression by appealing to the proactive spirit and aspirations of the Vietnamese people. With over 40,000 participants, the campaign reached millions through a unique combination of music and GenAI technology, a first for the Vietnamese banking industry.

Accompanying these distinctive communication campaigns is the bank’s near-decade-long journey as the annual marathon title sponsor in Hanoi and Ho Chi Minh City. The marathon has become a symbol of community bonding, promoting a green and healthy lifestyle, and encouraging participants to persevere in overcoming their personal limits to reach new heights.

With a consistent, well-structured strategy and relentless efforts, Ms. Tu and her marketing team have established Techcombank as Vietnam’s number one bank in Brand Equity Index (BEI) by NielsenIQ. Techcombank was also ranked first in Vietnam in Forbes’ “World’s Best Banks 2025” list. The bank achieved an impressive NPS score of 93% in Q1 2025, surpassing many established names in the industry. Additionally, in Q1 2025, the APAC Stevie Awards, one of the world’s most prestigious awards for business innovation and marketing, recognized Techcombank for the second consecutive year as the only Vietnamese bank to win Gold for “Innovation in Cross-Media Marketing” along with two Silver awards for brand development and outstanding marketing team.