Clāra Ly-Le, Founder and Managing Director of EloQ Communications, a leading PR and marketing agency in Vietnam, has over a decade of experience blending sharp business insight with a bold, innovative approach that challenges industry norms. Alongside her leadership at EloQ, she serves as Vice Dean of the Faculty of Public Relations and Communications at Van Lang University, where she bridges academia and industry by equipping students with real-world skills and driving the professional growth of Vietnam’s PR sector. Respected as both an industry leader and an educator, Clāra is dedicated to nurturing talent and shaping the future of communications.
Here are the key highlights from the interview:
Q1. Brief the inception story of your organization? What inspired you to establish ELoQ Communications?
I am Clāra Ly-Le. EloQ Communications was born out of my vision to bridge global best practices in public relations with the unique cultural and market dynamics of Vietnam and the ASEAN region. I saw a clear gap that, while Vietnam’s communications industry was vibrant and full of potential, many brands, both local and international, struggled to connect authentically with Vietnamese audiences, and local agencies often lacked a truly global outlook.
In 2018, I founded EloQ Communications to address this need. From day one, our mission has been to combine strategic insight, creativity, and cultural sensitivity to help clients tell their stories in ways that resonate both locally and globally. Today, EloQ is a multi-award-winning agency serving clients from startups to Fortune 500s across ASEAN, helping brands tell their stories with clarity, creativity, and cultural intelligence.
Q2. What are the initial challenges that you faced during the inception and how did you overcome those challenges?
At the start, the challenge was shifting mindsets in Vietnam’s PR industry from transactional, pay-for-play media to ethical, strategic communication. We invested time in educating clients on the long-term value of authentic storytelling and relationship-building. Another hurdle was earning credibility as a young agency among established competitors. I overcame this by leveraging my PhD expertise, international network, and proven results to build trust. By staying transparent, delivering measurable outcomes, and upholding high professional standards, EloQ established itself as a multi-award-winning agency known for integrity, creativity, and cultural intelligence across Vietnam and ASEAN.
Q3. Can you share your leadership journey and what inspired you to become a leader in your field?
My path to leadership has been about adaptability and vision. I embrace a collaborative style, empowering people to bring their ideas forward and own their results. What inspires me most is seeing both my team and clients grow, whether that’s a young professional gaining confidence or a brand finding its authentic voice. Leadership, for me, is about creating an environment where trust, creativity, and shared success thrive.
Q4. What key qualities do you believe are essential for a leader in today’s business world?
Adaptability to navigate shifting markets and technologies, empathy to understand and connect with diverse stakeholders, and integrity to make decisions that build long-term trust.
Q5. What trends do you believe will shape your industry in 2025 and beyond?
I see three major trends shaping PR in 2025 and beyond: the rise of AI-powered tools transforming how we monitor, analyze, and personalize communication; growing demand for authenticity as audiences become more skeptical of polished corporate messaging; and deeper integration of ESG narratives as businesses are held accountable for social and environmental impact.
Q6. What advice would you give to aspiring leaders looking to make a difference in their respective fields?
Focus on impact, not just position. Build your network with authenticity; relationships often open doors skills alone can’t. And never compromise your integrity. Trust is the currency that sustains influence over the long term. Most importantly, lead with purpose. When your decisions align with a clear mission, you’ll inspire others and create change that lasts.
Q7. Can you describe the primary area of innovation you are focusing on within your business?
At EloQ Communications, our key innovation lies in crafting culturally intelligent, fully integrated campaigns that cut through the noise in Vietnam and across ASEAN. We specialize in tailoring brand messages so they resonate across multiple channels – traditional media, social platforms, and on-the-ground activations – while preserving authenticity. What sets us apart is our commitment to measurable impact: every campaign is backed by clear KPIs and transparent reporting. This ensures our clients, from local disruptors to global leaders, gain not only visibility but also long-term trust and influence in their target markets.
Q8. Brief us about your future roadmap?
Looking ahead, EloQ Communications will expand our footprint across ASEAN, building a stronger network of local experts to deliver seamless multi-market campaigns. In Vietnam, we aim to develop new service lines, such as advanced crisis readiness programs and sector-specific PR consulting, to address the evolving needs of our clients. We will continue to invest in talent development, ensuring our team stays ahead of industry trends while maintaining the cultural intelligence that defines our work. Our goal remains clear: to be the trusted partner for brands seeking high-impact, authentic communication that builds lasting influence in Southeast Asia.
