My story · Ly Viet Vu
20 years. 141 brands. One system.
How I built an agency, signed with WPP, and why I'm now giving everything I learned away, free.
We built it. We sold it. Now I'm giving it away.
In 2007, Justin Cohen and I co-founded Sofresh, a digital agency in Saigon. We grew it, won a Campaign Asia Vietnam Digital Agency of the Year medal four years running, and signed with WPP in 2012. Sofresh became Mirum Vietnam. When we took over JWT as well, we were more than 150 people. Then we merged Mirum and JWT into Wunderman Thompson Vietnam, where I was CEO. By the end of 2021 I had sold and exited completely.
Now I want to share what I learned. Everything that worked in those rooms is in this system: the questions, the frameworks, the workshops. It's free, for anyone who can use it for their own business.
Take it. Use it. Build something.
20 years. Five names on the door.
- 2007
Co-founded Sofresh in Saigon with Justin Cohen.
- 2012
Signed with WPP, which bought a majority stake through XM Asia, a JWT company.
- 2012 to 2015
Vietnam Digital Agency of the Year, Campaign Asia-Pacific: gold 2012, silver 2013, bronze 2014 and 2015.4 medals in a row
- 2015
Sofresh becomes Mirum Vietnam. Co-founder and Managing Director.
- 2016
Campaign Asia 40 Under 40. The first Vietnamese person ever named.40 Under 40
- 2018
Took over JWT Vietnam too, 150+ people. Merged Mirum and JWT into Wunderman Thompson Vietnam, as CEO.
- 2021
Sold and exited completely by the end of 2021. Now giving it all away.The end credits
The work won rooms.
- Vietnam Digital Agency of the Year, Campaign Asia-Pacific: gold 2012, silver 2013, bronze 2014, bronze 2015
- Creative Agency of the Year Vietnam, silver, Campaign Asia-Pacific, 2012
- AME Awards Silver, Most Effective Use of Direct Marketing, 2010
- Webby Awards Official Honoree, 2013
- MMA Smarties Vietnam, 6 awards in 2016 and 2019 (1 Gold, 3 Silver, 2 Bronze)
- Transform Awards Asia-Pacific Silver, 2016
- Dragons of Asia Black Dragon, 2016
- Cannes Young Lions Vietnam Cyber Jury, 2017
The brands I built with.
Engineer first. Brand builder after.
I was a software engineer in Kyoto before I knew what advertising was. I grew up in Vancouver and studied computer science at SFU and computer systems technology at BCIT.
In 2007 I co-founded Sofresh, a digital agency in Ho Chi Minh City, with my friend Justin Cohen. WPP bought our agency in 2012, and I later became CEO of Wunderman Thompson Vietnam. Along the way: 4 exits, including an agency sold to WPP.
Now I build AI agents for small businesses. In The In‑House System, I give away 20 years of brand building, free, in steps you can run yourself.
Three cities. Twenty years.
Every brand I build borrows a little from each: the openness of Vancouver, the craft of Kyoto and the energy of Ho Chi Minh City.
Vancouver
Where I'm from.
Kyoto
Where I lived for two years.
Ho Chi Minh City
Where I live and build now.