Hey everyone, I’m excited to share this edition of the Marketing MBA Newsletter with the Managing Director of Foundeast, Aaron Henry. He has spent the last 20 years helping Fortune 100 companies grow and offers incredible insights into his approaches.
He specializes in media relations, integrated marketing, event management, and producing for film and TV. Aaron has co-founded two Los Angeles-based agencies, held leadership roles at Warner Bros., and managed public relations and partnerships for platforms like Rotten Tomatoes.
Enjoy the article and subscribe to the newsletter!
1. Tell Us About Your Company, Foundeast, and What You Do.
At Foundeast, we are an integrated marketing communications agency that blends strategy, creativity, and advanced technology to deliver impactful results for our clients.
Headquartered in Bangkok, with offices in Ho Chi Minh City and Dallas, Texas, we specialize in helping businesses navigate diverse Southeast Asian markets and bridge connections between East and West.
From public relations and social media to lead generation campaigns, we focus on tailored, measurable strategies that align with our clients’ business objectives.
With exceptional access to global media, we consistently deliver top-tier coverage for the companies and experts we represent. We thrive on innovation and adaptability, ensuring every campaign is responsive and results-driven.
2. What Strategies Have You Used to Grow Your Marketing Agency?
Our growth has been built on three key pillars: client-centricity, innovation, and talent development. We prioritize understanding our clients’ unique challenges and industries, using chat groups and monitoring tools to function as true extensions of their teams.
By leveraging the latest tools and trends, such as AI-powered analytics and personalized content, we enhance our performance and stay ahead of the curve.
Additionally, we cultivate a diverse, multilingual team of globally educated professionals who bring fresh perspectives and creative solutions to the table. Long-term relationships and transparency have also been essential to our sustained growth.
3. What’s One of the Most Memorable or Impactful Campaigns You’ve Run for a Client?
One standout campaign was for a luxury real estate client expanding from Hong Kong to Thailand. The goal was to generate high-quality leads while building brand trust in a competitive market.
We executed a multi-channel strategy that combined localized social media content, influencer collaborations, and engaging property tours. The results exceeded expectations, with a 30% increase in qualified leads within two months, accompanied by glowing client feedback on our innovative approach to bridging cultural and market gaps.
4. What Are Common Mistakes to Avoid When Growing a Marketing Agency?
One mistake is trying to cater to everyone, which can dilute focus and weaken market positioning. Another is undervaluing your services; clear pricing and demonstrating ROI are critical for credibility.
Lastly, neglecting to invest in your team and tools can hinder growth. Agencies thrive on creative energy and efficient workflows, so it’s crucial to provide the right resources and foster a supportive culture.
5. How Do You Measure the Return on Investment (ROI) of Your Services?
At Foundeast, we set clear, measurable KPIs for every campaign—whether it’s lead generation, website traffic, or media impressions. Using a combination of analytics tools and qualitative feedback, we track performance and provide regular reports with actionable insights.
ROI is not just about numbers; it’s also about achieving strategic objectives like improving brand perception or effectively entering a new market.
6. What Are the Ways You Reinvest in Your Business?
Reinvestment is essential for growth. We continuously invest in the latest marketing technologies and training programs to ensure our team stays ahead of industry trends. Regularly upgrading tools and fostering a learning culture are non-negotiable for staying competitive.
7. What Important Marketing Trends Do You Think Shouldn’t Be Overlooked Today and in the near Future?
Personalization has become more crucial than ever, driven by advances in AI and machine learning. Consumers expect tailored content that resonates with their specific needs and preferences. Sustainability and purpose-driven marketing are also on the rise, especially in Asia, where brands must back up sustainability messaging with tangible actions to appeal to discerning audiences.
8. What Unique Challenges Have You Faced Marketing to Southeast Asian Audiences Compared to Global Audiences?
Southeast Asia’s diversity requires a nuanced approach. Each country has unique languages, cultural dynamics, and consumer behaviors, making a one-size-fits-all strategy ineffective. Localization is vital—not just in language but in understanding how consumers in the Philippines engage differently from those in Thailand or Indonesia.
Balancing these complexities while maintaining brand consistency has been challenging but manageable through our diverse team, local partnerships, and deep regional expertise.
9. What Have Been Your Favorite Books or Resources for Learning Marketing and Business?
The people I’ve worked with have been my greatest resources—mentors and peers like Reyne Hirsch, Julie Mathis, Karin Olsen, Whitney Foard Small, John Singh, Gabriel de Rio, and my incredible team at Foundeast. Observing what brands and agencies do in our markets has also been invaluable.
In a city like Bangkok, with its excellent public transportation, keeping an eye on innovations in out-of-home and experiential marketing has been both critical and fascinating.
Bonus Questions
1. What’s an Interesting Fact About You That Most People Don’t Know?
I’ve lived on two continents, with 20% of my life spent in Bangkok, which has profoundly shaped my approach to global marketing and cross-cultural communication. While my Thai isn’t fluent, I speak enough to navigate daily life and appreciate how multilingualism and multiculturalism broaden perspectives.
2. What’s the Best Investment You’ve Made in Your Career (Time, Money, or Energy)?
The best investment has been in building a talented team. Surrounding myself with people who challenge and inspire me has been instrumental in scaling Foundeast.
3. How Do You Define Success, and Has Your Definition Changed over Time?
Success for me has been achieving the items on my bucket list, including living and working outside the USA. Initially, I planned to spend only a year in Thailand before returning to Los Angeles, but, like many who move here, that plan has turned into forever. While the goals themselves haven’t changed, the ways they’ve manifested have evolved.
4. How Do You like to Unwind After a Long Week in Marketing?
I enjoy regular workouts at my gym, taking advantage of Bangkok’s excellent fitness facilities conveniently located near BTS Skytrain and MRT subway stations. Thailand’s renowned and affordable massage services are also an integral part of my self-care routine, reflecting the country’s rich tradition of prioritizing well-being.
Connect With Aaron Henry
You can visit the Foundeast website to learn more about their services. I’ve also included Aaron Henry’s social links if you’d like to connect with him.
