New SAMA Alliance Branches Launch in Malaysia and Singapore: Strategic Move to Bolster the APAC Market
Economic News, Jakarta – The Strategic Asia Marketing Alliance (SAMA) has achieved a major milestone in the Asia-Pacific (APAC) creative industry with the official launch of its Malaysia and Singapore branches at Golden Screen Cinemas (GSC) Mid Valley. The event saw the participation of SAMA Indonesia representatives, including Arianto Bigman (CEO of IDEOWORKS), Raymond Buana (CEO of Omeoo), and partners from Ivosights, Krona, GLO, and Naikkreatif. Building on its successful debut in Indonesia, this expansion underscores SAMA’s commitment to hyperlocalisation—a critical strategy for brands aiming to connect with APAC’s diverse markets. The launch comes amid a global surge in branding investments, with worldwide advertising expenditures projected to hit USD 1 trillion by 2026. Businesses are increasingly prioritizing culturally tailored branding to gain a competitive edge and foster deeper customer relationships. With over 600 million consumers across 11 countries, APAC presents vast opportunities for growth. According to the World Economic Forum, the creative industries in the region currently contribute around 5% to GDP, a figure expected to rise as more companies adopt localized marketing strategies. SAMA Alliance’s expertise and deep local insights make it a valuable partner for brands seeking to make a meaningful impact in this complex and dynamic market. The Alliance unites top marketing agencies from across APAC and offers a full range of services, including branding, public relations, search engine optimisation (SEO), search engine marketing (SEM), social media management, content marketing, influencer marketing, and digital out-of-home (DOOH) advertising. By leveraging a hyperlocalised, data-driven approach, SAMA enables brands to effectively connect with APAC’s evolving consumer landscape. “Brands in APAC face both exciting opportunities and significant challenges, where success often depends on understanding cultural nuances,” said Teng Chan Leong, Founder of SAMA Alliance and CEO of Skribble. “Our mission is to help brands connect authentically with consumers in this diverse region through tailored, culturally relevant strategies. With 88% of companies in the region viewing brand perception as essential to their business strategy, and many linking market share growth to brand trust and cultural alignment, hyperlocalisation is key to achieving genuine engagement and sustainable growth in APAC,” he added. Hyperlocalisation: Unlocking APAC’s Potential Consumer behavior in APAC is profoundly shaped by its unique cultures, languages, and values, making hyperlocalisation essential for brand success. As regional and multinational companies increasingly invest in personalized campaigns to engage local markets, SAMA provides unmatched expertise in navigating APAC’s cultural complexities, helping brands build trust and resonance in every market. Wan Murdani Wan Mohamad, Head of Digital Industry Acceleration at MDEC, highlighted Malaysia Digital’s alignment with SAMA’s vision to promote hyperlocalisation across Malaysia and the APAC region. He emphasized the importance of a “local-first” approach for brands to thrive 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 favoring culturally aligned brands, developing local digital talent and enabling technology transfer are critical,” he said. “This aligns with Malaysia Digital’s goals to drive national economic growth through innovation, digital upskilling, and strategies that reflect both local and regional priorities.” Driving Innovation Through Thought Leadership The launch event also featured a thought leadership panel discussing the future of hyperlocalised marketing. Industry leaders from iWISERS, Superminted, GSC Cinemas, Asia Pop Culture Con, Beutea, and others shared insights on branding, digital talent development, and the role of technology transfer in advancing hyperlocalisation. SAMA Alliance aims to set new benchmarks for branding excellence in APAC. Strengthening an APAC-Ready Network With its expanding network—including SAMA Indonesia and new additions from Malaysia (Skribble, Battle Mind Creative, BLWN, iWisers, Suppagood, Visual Retale, Jiggee Asia, and Ironwoods) and Singapore (iFoundries, Superminted, Grow PR, and Moving Bits)—SAMA is enhancing its ability to deliver invaluable local insights and expertise. Supported by brands and partners like GSC, Nestle, Faber Castell, Etika, Colgate-Palmolive, Ajinomoto, FMT, Marketing Magazine, Captain Oat, and Mahsuri Food, the Alliance is committed to fostering impactful brand connections across APAC and beyond. For more information about SAMA and its hyperlocalisation services, visit samaalliance.com. Read more on WartaEkonomi