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OUR VALUES

Hello! We are a small agency based in Vietnam, here to give a voice to the people, places, and projects that are making positive impact in the world. 

We opened Keen in 2025 after years of building and leading marketing intiatives, and consulting for the public and private sectors. Our goal is to be able to serve more clients with the frameworks and platforms to tell their stories beautifully and effectively.

OUR FOUNDERS

Black-and-white image of Keen Creative Marketing founder Esther De La Cruz seated by an artistic Buddha wall carving.
Portrait of creative director Esther De La Cruz from Keen Creative Marketing, captured beside a large carved Buddha mural.

ESTHER DE LA CRUZ

Esther is a writer, editor, and creative director who’s led some of Vietnam’s most successful destination marketing campaigns.

Born and raised in Southeast Asia, Esther studied Journalism and got her start in media relations for the luxury hospitality industry. She pivoted her career to sustainable tourism in 2015, after a transformative year of traveling the Philippines. She brings more than 15 years of experience in digital storytelling to each project, including four years as managing editor of Vietnam’s national tourism website. 

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At Keen, we see every project as a chance to highlight the values our clients stand for, and create more of what they wish to see in the world.

BE DUY KIEN

Kien is a digital marketing strategist and product manager with an honors degree in International Business Economics. 

For the past eight years, he has built a strong foundation in strategy and execution working across public-private partnerships, corporations and SMEs in tourism and e-commerce. With expertise in ads and SEO, he combines research, data analytics, and content to design strategies that drive sustainable growth for clients. His passion is in using digital tools to help businesses and communities tell their authentic stories.

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Kien, co-founder and marketing director at Keen Creative Marketing, photographed in front of a contemporary wall design.
Portrait of Keen Agency co-founder Be Duy Kien, smiling in ao dai before a minimalist backdrop.
We don't create beauty, we find it in what is already there, and highlight it for your team, shareholders, and customers to see. We believe marketing is most powerful when it is honest and authentic.

Truth 

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We are here to help you realise your vision in a way that is fresh, engaging, and specific to your brand. We take pleasure in uncovering original ideas and bringing them fully to life.

Creativity

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We stand side by side with your team, taking the time to understand your vision and your limitations, the dream and the obstacles. Together, we are sure to find the right path forward. 

Support

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We hold ourselves to high standards of integrity, accountability, and respect in all our interactions. We communicate openly and stand by our commitments, especially in the hard times.

Professionalism

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