New Coalition Of Agencies Form Across SG and MY

A new coalition of agencies, named the Strategic Asia Marketing Alliance (SAMA), has launched in Singapore and Malaysia, following a successful debut in Indonesia. This alliance brings together agencies with diverse expertise to better serve clients.

By uniting marketing agencies from across Asia, SAMA Alliance provides a wide range of services, including branding, public relations (PR), search engine optimization (SEO), search engine marketing (SEM), social media management, content marketing, influencer partnerships, and digital out-of-home (DOOH) advertising.

The network has recently expanded with new members from Malaysia, including Skribble, Battle Mind Creative, BLWN, iWisers, Suppagood, Visual Retale, Jiggee Asia, and Ironwoods; as well as Singapore-based agencies like iFoundries, Superminted, Grow PR, and Moving Bits. This expansion enhances the alliance’s ability to offer valuable local insights and expertise to brands.

SAMA Alliance is currently supported by prominent brands such as GSC, Nestle, Faber Castell, Etika, Colgate-Palmolive, Ajinomoto, Captain Oat, and Mahsuri Food.

According to the organisation, as brands increasingly turn to hyper-localisation, SAMA Alliance’s deep local knowledge positions it as a key partner for companies aiming to make a lasting impact in APAC’s diverse and evolving markets.

The alliance’s expansion comes at a time when corporate investment in branding is soaring globally, with businesses recognizing the importance of culturally relevant branding to enhance competitive advantage and foster deeper customer connections.

With over 600 million consumers across 11 countries, APAC presents significant growth opportunities. The World Economic Forum notes that the region’s creative industry contributes approximately 5% to the region’s GDP, a number expected to rise as more businesses invest in localized marketing strategies.

Through its data-driven, hyper-localized approach, SAMA Alliance helps brands connect effectively with APAC’s fast-changing consumer landscape.

“Brands face both exciting and challenging conditions in APAC, where success often depends on understanding local cultural nuances,” said Teng Chan Leong, founder of SAMA Alliance and CEO of Skribble.

“Our mission is to help brands connect authentically with consumers across this complex region using tailored, culturally relevant strategies. With 88% of companies in the region viewing brand perception as central to their business strategy, and many attributing market share growth to brand trust and cultural relevance, hyper-localisation is key to unlocking genuine engagement and long-term success in APAC,” he added.

Wan Murdani Wan Mohamad, MDEC’s head of digital industry acceleration, emphasized that brands must adopt a local-first approach to succeed in Southeast Asia’s digital economy, projected to reach a Gross Merchandise Value (GMV) of USD 263 billion by 2024.

“With nearly 70% of APAC consumers preferring brands that resonate culturally, developing local digital talent and enabling technology transfer is essential. This focus is in line with Malaysia Digital’s objectives to drive the nation’s digital economy by fostering innovation, enhancing digital skills, and promoting growth that meets both local and regional needs,” he said.

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