Agencies get creative to boost marketing industry

PETALING JAYA: A group of creative agencies from across the Asia-Pacific (Apac) has banded together in an effort to elevate the marketing industry in the region.

This will be done through the Strategic Asia Marketing Alliance (Sama), a coalition of agencies established by Skribble, a marketing technology agency that provides comprehensive solutions to businesses across various industries.

Individual creative agencies will be responsible for addressing the evolving challenges faced by marketing agencies in their respective markets.

Skribble CEO Teng Chan Leong said the alliance recognised that while the industry was often repetitive and competitive, there were significant opportunities for growth through collaboration and knowledge sharing.

“Sama aims to connect you to local expertise, no matter where you are when you need support,” he said.

“By bringing together the most exciting home-grown brands in business consulting, marketing technology, talent management as well as production, we’re enabling a synergistic network that spans the entire region,” he said at the launch of the alliance in Jakarta today.

Teng said the alliance brings together an array of leading agencies from across the Apac region, including Omeoo Creative and Meson Digital from Indonesia; iWisers and Battle Mind Creative – who are among Sama’s founding partners, along with Skribble – from Malaysia; iFoundries and Superminted from Singapore; and Relevant Audience from Thailand.

He said Sama aims to become Apac’s “most exciting alliance” by providing trusted horizontal partnerships, creating shared cross-border opportunities, facilitating knowledge sharing and talent development, as well as extending presence and reach to every city and country where the alliance has a member partner.

“The alliance will focus on fostering innovation, leveraging on regional expertise and offering clients integrated marketing solutions that resonate across the diverse Apac markets,” Teng said.

He added that Sama would help match businesses with the right agencies.

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