Saby is an industry practitioner with deep expertise in consumerization, behavior change, and brand building across Vietnam/SE Asia and India. He has held key leadership roles at WPP and the IPG Group, driving brand equity and marketing effectiveness for companies such as Unilever, Vinamilk, Vietnam Airlines, Microsoft, Ford, PepsiCo, Abbott, and others. As the founder of MullenLowe Mishra and creator of Ramp/5 and Immersive Branding Alliance, Saby and his team are currently partnering with leading international brands and exciting domestic startups, creating standout solutions at the intersection of consumer insight, social, creative tech, and design. Their unique approach in a frontier market context like Vietnam sets them apart as an agile and unconventional player, highly attuned to fast-evolving local culture and dynamics.