The Coach
I ran the agencies. Now I'm on your bench. All you owners out there, listen to me: you don't need an agency. You need a play.
Who's the coach
I've been inside the room where the big plays get sold. Here's the short version.
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 Marketing Champion, I break down real campaigns into plays you can run in your own business.
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2007 · Sofresh
I co-founded Sofresh.
In Ho Chi Minh City, Vietnam, with Justin Cohen. Two guys from Vancouver.
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2012 · WPP
WPP bought our agency.
One of the big global ad groups. Later our agency ran as XM Sofresh, part of XM Asia and JWT. Same team, new jersey.
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2012 to 2015 · Campaign Asia-Pacific
A Vietnam Digital Agency of the Year medal, four years running.
Gold 2012, Silver 2013, Bronze 2014, Bronze 2015. Under three names: Sofresh, XM Sofresh, Mirum Vietnam.
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2015 · Mirum Vietnam
I co-founded and ran Mirum Vietnam.
JWT's new digital agency. I ran it as managing director.
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2016 · Campaign Asia-Pacific
40 Under 40.
They called me young once. On the record.
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2017 · Vietnam Young Lions
Cyber Jury.
The Cannes Lions contest for young creatives. A jury seat, not a win. They let me judge.
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2019 · Wunderman Thompson Vietnam
I merged JWT Vietnam and Mirum Vietnam.
Into Wunderman Thompson Vietnam, and I ran it as CEO.
Now I coach owners who run their own marketing. Same plays. No agency.
The coach's rules
For owners with no agency and no brand manager. Tape these to your stick.
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1Never let the machine take the shot.
AI skates it up the ice. You take the shot. Every time.
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2You're in goal.
Nothing gets posted without your say. Don't you ever let a tool post something you didn't read.
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3Taste is your job.
They say AI has no taste. Correct! That's why you're still on the ice. The grunt work isn't your job.
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4Out-think. Don't outspend.
You'll never have their budget. Good. A small budget forces a sharper idea.
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5Fix the leak before you buy the ice.
More ads into a leaky funnel buys you more leaks. Check your checkout first.
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6One person, three tools, a plan.
That's a full line. Works the corners. Good operator.
The Penalty Box
The agencies are gonna send me letters for this. Fine. These habits get two minutes. Sit down.
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2:00Delay of game
The 80-slide deck.
Eighty slides to tell you to post more videos. Two minutes.
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2:00Holding
The retainer.
A gym membership you never use, with a nicer logo.
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2:00Interference
The bill for "ideation".
That's thinking. Thinking was supposed to be the job.
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2:00Too many on the ice
The "quick sync".
Nine people, one hour, no decision. Quick for who?
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2:00Embellishment
The vanity report.
A million likes, zero sales. A like is not a fan.
How Coach's Take works
One famous campaign. One question: could you run this without an agency?
Line change
- 1stAI can run itSet it up once. The tools do the work.
- 2ndAI plus youAI drafts it. You make the calls.
- 3rdNeeds a proI'll tell you which part, and why.
Coach's Take
One reel, about a minute. I make the call, tell you where the money really goes, give you the one move to steal, and show the AI line-up I'd sign to run it. Then I tell you which calls stay with you.
See the playsThe No-Agency Playbook
One famous campaign taken apart, the line-up I'd sign, and the play card as a one-page PDF. Free.
Get the playbookTalk to Ly.
Want me to look at your business and call your first play? Write to me. I read every email myself.