With a market capitalisation of USD5 billion, Masan Group is one of Vietnam’s largest private sector companies. The listed company focuses on the consumption and resources sectors. Its businesses lead in several markets in Vietnam, including FMCG, mining and banking services.

Masan Group was established in 1996 to sell packaged food to Eastern Europe. The company was among the first in the nation to embrace international accounting and management standards, and to raise capital in global markets. To celebrate its twentieth year, it commissioned Hong Kong branding agency Stepworks to devise and execute a theme for its 20th Anniversary annual report. The agency was also required to amplify the theme with an invitation package, backdrop, presentation, souvenir and other collaterals.

Stepworks is very familiar with Masan Group, having produced five previous annual reports, as well as helping with a number of group-level brand building initiatives. For this milestone year the agency developed a celebratory theme to highlight Masan Group’s achievements. In addition to the annual report Stepworks came up with various associated collaterals to reinforce the branding and messages at the annual general meeting event.

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