Case Studies

Viettel Global, a Vietnamese state-owned global telecommunications operator, was in a legal battle with its joint partner in Cameroun, Nexttel, over the scale of control, and this resulted in negative media coverage fueled by false information. Viettel wanted to protect its reputation and engaged one of THOP’s subsidiaries, Gazelle Touch, to manage the crisis.

To curb these negative sentiments, we decided to build credibility from the most influential media. A strategic media selection based on relevance, influence and credibility allowed the client to share its key messages directly, and clarify facts at every stage of the legal battle. Through a close-knit relationship with the client, we were able to present facts that neutralized the negative publication and promoted a clear understanding of the complex case because of its international law implications.

Over 85% positive/neutral coverage after our intervention preserved the client’s reputation, compared to an overwhelming 73% negative coverage in the six months before our engagement.