Founded nearly two decades ago by Brian E. Griffin, Vero has grown from a Bangkok-based public relations consultancy into one of Southeast Asia’s largest integrated communications firms. Today, the company operates across Indonesia, Malaysia, the Philippines, Singapore, Thailand, and Vietnam, employing more than 250 professionals. Vero’s service suite includes public relations, influencer marketing, government relations, and special events, and the team often integrates these into unified strategies for multinational brands, trade associations, and non-profits.

Vero was founded on the belief that communications agencies could be both innovative and socially responsible. The agency has earned recognition as one of PRovoke Media’s “Asia Agency of the Year” and “Best Places to Work,” and has become the first PR firm in Southeast Asia to sign the Clean Creatives pledge, declining partnerships with fossil fuel companies. Vero has also achieved B Corp certification for its commitment to sustainable and ethical business practices.

“B Corp certification reshapes what success means,” Brian says. “It means making a real impact on our teams, clients, and communities, not just financial growth.”

He emphasizes that the company’s philosophy centers around creating an environment that fosters invention and trust. “My role is to support our people; creating the environment, structure, and opportunities that allow us to innovate and do our best work,” he explains. “The culture we’ve built rewards curiosity, encourages collaboration, and embraces entrepreneurialism.”

Connecting Culture and Commerce Across ASEAN

In Southeast Asia’s fragmented but growing digital ecosystem, Vero has positioned itself as a bridge between global brands and local audiences. Sasha Alwani, the firm’s Chief Strategy Officer for ASEAN (Association of Southeast Asian Nations), describes this as a balancing act of maintaining regional cohesion while championing hyperlocal nuance.

“We built teams from the ground up,” she explains. “Every office is 98% local to the market it serves. They speak the language, they set the trends, they embody the culture.”

For Sasha, local expertise isn’t just a hiring principle. It’s Vero’s creative engine. The firm’s campaigns begin with regional data but are driven by on-the-ground insight from each market. “Our regional strategy is usually the sum of our local strategies,” she says. “When you move the consumer, you move the market.”

Sasha also highlights the firm’s integrated philosophy. Rather than treating public relations, influencer marketing, and advocacy as separate silos, Vero merges them into a seamless process. “Journalists are evolving into newsfluencers, influencers into key opinion leaders, and public opinion is shaping public policy,” she notes. “It’s all interconnected now.”

That convergence, she adds, allows Vero to operate beyond traditional PR and enter a new space where data, culture, and communication intersect. “A strong PR, influencer, or advocacy campaign all have a few key ingredients in common – understanding the value of earned media, leveraging relationships, and packaging it all with creativity,” Sasha says.

The Creator Economy Takes Center Stage

As Southeast Asia’s creator economy surpasses 35 million influencers and creators, Vero has emerged as one of the region’s most active agencies at the intersection of brand and creator collaboration. Umaporn Whittaker-Thompson, Chief Commercial Officer for ASEAN, says the region’s diversity is what gives it global significance.

“Influencers here aren’t just content creators – they’re community leaders,” she explains. “They bring people together around shared causes and cultural pride.”

Umaporn credits the region’s success to its ability to blend local appeal with global creativity. She believes that the best-performing campaigns are those that allow creators to translate brand messages through their own voices and cultural perspectives. “When brands trust creators to tell stories their way, the result is content that deeply connects,” she says. “Audiences here respond to spontaneity and real emotion, not polished storytelling.”

Vero’s influence in the space extends beyond campaign work. The firm has co-founded the Creators Association of Southeast Asia (CASA), an industry-wide initiative that advocates for creator rights and fair pay.

“CASA recognizes that self-regulation is the best way to protect the creator economy,” Brian explains. “It’s about education, advocacy, and creating a code of conduct that ensures creators can grow sustainably.”

Data-Led Influence and Ethical Standards

As brands scale influencer marketing, Umaporn emphasizes the growing importance of transparency, fair compensation, and measurement. 

“Audiences can tell when content feels forced or overly commercial,” she says. “Creators are more selective about the brands they work with, and they expect fair pay, clear contracts, and respect for their creative rights.”

Technology and data are central to Vero’s strategy. The firm’s proprietary influencer framework, InFluent, uses a methodology called TrueVibe™ to identify ideal creator-brand matches. Vero also employs AI-powered dashboards to track performance and optimize campaigns in real time. Another innovation, the upcoming Echo Effect Framework™, will measure how creator influence translates to brand ROI (Return on Investment).

“Data isn’t just about tracking results,” says Umaporn. “It’s about working smarter and linking influence directly to business outcomes.”

Advocacy, Policy, and Reputation

Beyond marketing, Vero is also engaged in public affairs and advocacy, merging communications with government relations. “Reputation and regulation are increasingly intertwined,” Brian explains. “By combining these disciplines, we help clients communicate with consumers, media, and policymakers simultaneously.”

This integrated approach has enabled the agency to advise clients on both storytelling and stakeholder trust. Brian notes that the result is a model where communication supports social legitimacy as much as commercial success. “We aim to align advocacy with brand purpose and anticipate issues before they surface,” he says. “Ultimately, trust grows when actions and words align.”

The firm’s advocacy division, Vero Advocacy, was born from this philosophy. It now includes more than two dozen consultants across Thailand, Vietnam, and Malaysia; specialists in bridging relationships between businesses, regulators, and policymakers. According to Brian, this synergy allows brands to navigate complex environments while building credibility and social capital.

Emerging Trends and the Future of Influence

Umaporn predicts that the next phase of Southeast Asia’s creator economy will prioritize community, credibility, and creativity. She points to the rise of micro and nano creators, who often drive higher engagement through relatability. Other key shifts include creator-led communities, affiliate and membership hybrid models, and the growth of “newsfluencers,” – creators who blend journalism with commentary. 

Platforms such as TikTok, YouTube, Instagram, and emerging apps like Lemon8 will continue to shape this progress, with creators tailoring formats to each audience. The future, Umaporn says, will belong to those who can combine authenticity with intelligence: “The next phase of growth will be led by those who balance creativity with insight.”

Brian agrees, noting that as influence broadens, agencies must change as well. “Communications consultancies like Vero are becoming connectors, curators, and enablers of influence,” he says. “Our role is shifting toward building ecosystems where earned, owned, and creator-led media work together to drive meaningful impact.”

Building a Culture of Trust

When it comes to the milestone that makes him most proud, Brian doesn’t cite an award or campaign. Instead, he reflects on the people who have grown within Vero.

“Watching young professionals join Vero, grow in confidence, and become outstanding consultants – that’s what makes me proud,” he says. “Vero has always been about creating a platform where talented people in Southeast Asia can do world-class work and be recognized for it.”

As for the company’s long-term vision, Brian remains focused on sustainable expansion and innovation within the creator economy. “There’s so much room for creating new tools and ways of working,” he says. “Growth brings new people, new ideas, and new opportunities. That’s what keeps us moving forward.”

The company plans to double its business by the end of next year, aiming for steady growth that reflects its culture of experimentation and adaptability. “It’s a tall order,” Brian admits, “but we can certainly do our best to make it happen.”

In a region defined by diversity, Vero’s success lies in its ability to unify across cultures, industries, and platforms while keeping trust and creativity at its core. As Brian puts it, “Ultimately, our mission is simple: to help brands and creators tell stories that matter, in ways that make a real difference.”

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