Ad Agencies Expected to Get a Boost from Wider Collaboration

A group of creative agencies highlights the importance of tailoring content to local needs as a key strategy for brands to connect with the diverse Asia-Pacific market.

A group of creative agencies highlights the importance of tailoring content to local needs as a key strategy for brands to connect with the diverse Asia-Pacific market.

PETALING JAYA: The advertising sector in Malaysia and Singapore is set to benefit from new collaborative opportunities with creative agencies across the Asia-Pacific region.

The Strategic Asia Marketing Alliance (SAMA) stated that these partnerships would strengthen brands seeking to engage with the region’s culturally varied audience.

Following its successful launch in Indonesia, SAMA has now extended its reach to Malaysia and Singapore.

In a statement yesterday, SAMA emphasized its dedication to “hyper-localisation,” a strategy focused on creating highly specific content tailored to local communities, including districts and cities.

This approach is essential for brands to establish meaningful connections within the Asia-Pacific’s diverse consumer landscape.

SAMA founder Teng Chan Leong, who also leads Malaysian advertising agency Skribble, explained that the alliance’s goal is to help brands navigate and connect across varied markets. He noted that success in the region depends heavily on a deep understanding of cultural nuances.

With over 600 million consumers spread across 11 nations, Asia-Pacific offers tremendous growth potential, according to SAMA.

Global advertising spending is anticipated to hit US$1 trillion (RM4.45 trillion) by 2026, further emphasizing the need for culturally sensitive branding strategies.

SAMA’s network provides a comprehensive suite of services, including branding, public relations, search engine optimization (SEO), search engine marketing (SEM), social media management, content creation, influencer partnerships, and digital out-of-home advertising. All of these are customized to resonate with the distinct cultural contexts of different regions.

Golden Screen Cinemas (GSC) CEO Koh Mei Lee highlighted the effectiveness of leveraging local language and humor to build strong, culturally relevant connections.

At the launch event held at GSC Mid Valley Megamall in Kuala Lumpur, she pointed to the widely used “Hello. Cannot” tagline during the Covid-19 pandemic as an example of effective local engagement.

Wan Murdani Wan Mohamad, head of digital industry acceleration at Malaysia Digital Economy Corporation (MDEC), stressed the critical role of hyper-localisation in driving the Asia-Pacific digital economy, projected to reach a gross merchandise value of US$263 billion by 2024.

He noted that around 70% of consumers in the region prefer brands that align with their cultural identity, emphasizing the need to cultivate local digital talent to spur innovation and economic growth.

Free Malaysia Today, serving as the event’s media partner, underscored the importance of hyper-localisation for brands aiming to engage audiences in Southeast Asia.

SAMA recently added top agencies to its network, including Malaysia’s Skribble, iWISERS, and Visual Retale, as well as Singapore-based Superminted and Grow PR, further solidifying its presence in the Asia-Pacific region.

With support from partners such as GSC, Nestle, Faber Castell, Colgate-Palmolive, and Ajinomoto, SAMA reiterated its commitment to creating impactful brand connections across the region.

For further details about SAMA’s expertise in hyper-local marketing, visit samaalliance.com.

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