Dr. Clāra Ly-Le is the Managing Director of EloQ Communications, a public relations and integrated marketing agency based in Vietnam. Her work focuses on helping both local and international brands connect with their audiences through meaningful, strategic communication. At EloQ, the goal is not just to promote businesses but to ensure that every campaign is culturally relevant, effective, and aligned with global standards. Clāra leads her team with a strong belief in the power of communication to influence behavior and create positive impact, both for brands and for the communities they serve.
Clāra was inspired to start EloQ Communications after noticing a gap in Vietnam’s communication industry. Many global brands wanted to enter the Vietnamese market, but they needed more than just translation or surface-level promotion—they needed local insights paired with strategic thinking. She created EloQ not just as a service provider, but as a partner that understands the local culture deeply and communicates with clarity, professionalism, and creativity. Her vision was to build an agency that could stand shoulder-to-shoulder with international firms, bringing Vietnam’s rich local knowledge into the global spotlight.
Over the years, Clāra has earned recognition both personally and through the success of EloQ. Being named Best PR Practitioner at the ASEAN PR Excellence Awards and listed in PRovoke’s Innovator 25 for Asia-Pacific has been a personal highlight. These honors reflect her dedication to pushing the PR industry forward with innovation and integrity. For her organization, multiple awards for Best PR Agency stand as a testament to the team’s hard work and innovative spirit. In addition to her role at EloQ, Clāra also teaches at the University of Management and Technology in Ho Chi Minh City. There, she mentors students and connects theory with practice, preparing the next generation of communicators for real-world challenges. Clāra sees leadership today as something that goes beyond authority or experience. In her view, modern leadership is about being adaptable, thoughtful, and future-minded. It involves empowering others to grow, making room for new ideas, and taking responsibility not only for results but also for the wider social impact of decisions. She leads with empathy and a clear sense of purpose, always looking for ways to align business goals with greater community value.
“At EloQ, we don’t just communicate—we connect, educate, and elevate brands in ways that truly matter to people.”
When making decisions, Clāra relies on a set of values that guide her path: transparency, integrity, and respect. These principles apply to how she works with her team, her clients, and even how she interprets market data. She believes that ethical leadership and strong relationships are just as important as results. In fact, her approach is to use data and insight to inform strategies, but always within a framework that respects people, culture, and long-term impact. One of the early challenges Clāra faced was earning the trust of international clients. Many brands were hesitant to work with a Vietnamese agency, often preferring large global firms. To overcome this, Clāra focused on building a team that could meet international standards while offering unmatched local expertise. She made continuous learning a priority and led efforts to gain global certifications, such as joining the Public Relations and Communications Association (PRCA). This helped position EloQ as a serious, credible player in the industry.
Another challenge was balancing her dual roles as a business leader and academic. It wasn’t always easy to juggle the responsibilities of running a company and teaching at a university. However, Clāra found that the two roles actually complemented each other. Her research in academia informed the strategies at EloQ, and her real-world experience brought depth and relevance to her lectures. It’s a unique blend that strengthens both her professional and academic contributions. To stay innovative in such a fast-paced field, Clāra encourages a culture of curiosity within her team. She values experimentation and is always open to trying new platforms, storytelling techniques, or ways of measuring campaign success. EloQ frequently integrates academic research into its work and keeps a close watch on both global trends and local changes. This balanced approach ensures the agency stays fresh, forward-thinking, and culturally sensitive.
In terms of team motivation, Clāra believes in the power of empathy and openness. She works hard to make sure everyone at EloQ feels supported and valued. By fostering an environment of trust and communication, she helps her team feel confident in sharing ideas and pushing boundaries. Professional development is a core focus, and Clāra leads by example—her commitment to quality and innovation sets the tone for the entire organization. Sustainability and social responsibility are not just buzzwords at EloQ—they’re part of the agency’s mission. The team regularly works on campaigns that support health, environmental protection, and community well-being. As a founding member of One Atmosphere, a Southeast Asian alliance for sustainable communication, Clāra is helping to lead cross-border efforts that promote climate action and responsible tourism. These projects reflect her belief that communication should serve the public good, not just corporate interests.
“Communication should serve not just brands, but the public good.”
Looking ahead to 2025, Clāra is particularly excited about two trends in the industry. The first is the growing importance of purpose-driven branding. Brands are starting to ask not just what to say, but why it matters—this shift toward meaning and authenticity is something she welcomes wholeheartedly. The second is the use of AI in communication. With the right tools, communicators can deliver more personalized, timely, and effective messages while maintaining the human touch that audiences value. Work-life balance remains an ongoing journey for Clāra. Like many leaders, she finds it challenging at times, but she prioritizes setting boundaries and making space for rest. Writing, reading, and spending time with family help her recharge and stay grounded. She believes that taking care of yourself is not a luxury, but a necessity for long-term success and well-being.
For those who hope to lead one day, Clāra’s advice is simple but powerful: stay curious and humble. Don’t wait for the perfect moment—start with what you have and learn as you go. Surround yourself with people who challenge you and encourage you to grow. Above all, lead with intention, not ego.
One project Clāra is particularly passionate about is her continued work with One Atmosphere. In 2025, EloQ will be collaborating with partners across ASEAN to launch regional campaigns focused on sustainability. These initiatives aim to change behaviors and build awareness around environmental responsibility, clean consumption, and nature-based solutions. For Clāra, this is more than just a professional endeavor—it’s a deeply personal mission to contribute to a more conscious and resilient future for Southeast Asia. When asked how she would like to be remembered as a leader, Clāra responds with quiet conviction: as someone who used communication to build trust, elevate voices, and create meaningful change. Her impact may not always be loud, but it is lasting—and it continues to shape the future of communications in Vietnam and beyond.
“Leadership today is about being agile, empathetic, and focused on a future that balances business goals with social responsibility.”
