
Strategic Asia Marketing Alliance (SAMA) reached a key milestone in the Asia-Pacific (APAC) creative industry today with the launch of its Malaysia and Singapore chapters at Golden Screen Cinemas (GSC) Mid Valley. Following its successful debut in Indonesia, this expansion highlights the Alliance’s dedication to hyperlocalisation—a critical strategy for brands aiming to connect with APAC’s culturally diverse markets.
This expansion comes amid a global surge in corporate branding investments, with total advertising expenditure across all formats projected to reach USD 1 trillion by 2026. Companies are increasingly recognizing the importance of culturally tailored branding to enhance competitiveness and build stronger customer relationships.
With a consumer base of over 600 million across 11 countries, APAC presents immense growth potential. According to the World Economic Forum, the region’s creative industry currently accounts for approximately 5% of its GDP, a figure expected to grow as more businesses embrace tailored, localised marketing strategies. As brands shift their focus to hyperlocalisation, SAMA Alliance’s expertise and profound local insights establish it as a crucial partner for those striving to make a meaningful impact in APAC’s complex and diverse markets.

Bringing together top marketing agencies from across APAC, the SAMA Alliance delivers a wide range of services through its network, including branding, public relations, search engine optimization (SEO), search engine marketing (SEM), social media management, content marketing, influencer partnerships, and digital out-of-home (DOOH) advertising. By leveraging a data-driven and hyperlocalised approach, SAMA Alliance helps brands effectively connect with APAC’s fast-changing consumer landscape.
“Brands in APAC face a dynamic but challenging environment, where understanding local nuances often determines success or stagnation,” said Teng Chan Leong, Founder of SAMA Alliance and CEO of Skribble.
“Our goal is to help brands build authentic connections with consumers across this diverse region through tailored, culturally relevant strategies. With 88% of companies in the region identifying brand perception as a core part of their business strategy, and many linking market share growth to brand trust and cultural alignment, hyperlocalisation is the key to achieving meaningful engagement and long-term growth in APAC,” he added.

Hyperlocalisation: Unlocking the Potential of APAC Markets
Consumer behavior across APAC is heavily shaped by its diverse cultures, languages, and values, making hyperlocalisation a critical strategy for brand success. As regional companies and multinational corporations (MNCs) ramp up investments in creative and personalized campaigns to engage local markets, the SAMA Alliance stands out with its expertise in navigating APAC’s cultural complexities, enabling brands to build trust and establish meaningful connections in each market.
Wan Murdani Wan Mohamad, Head of Digital Industry Acceleration at MDEC, reiterated MDEC’s support for SAMA Alliance’s mission to champion hyperlocalisation across Malaysia and the wider APAC region. He highlighted the importance of adopting a local-first approach for brands to thrive in Southeast Asia’s digital economy, projected to achieve a Gross Merchandise Value (GMV) of USD 263 billion by 2024.
“With nearly 70% of APAC consumers preferring brands that align with their cultural identity, the development of digital talent and the facilitation of technology transfer are essential,” he said. “This priority aligns with Malaysia Digital’s vision to drive the nation’s digital economy through innovation, skill enhancement, and growth tailored to both local and regional needs.”

Fostering Innovation Through Thought Leadership
The launch event spotlighted thought leadership panels on the future of hyperlocalised marketing, featuring insights from brand leaders representing iWISERS, Superminted, GSC Cinemas, Asia Pop Culture Con, Beutea, and others. Discussions focused on branding, talent development in digital industries, and the critical role of technology transfer in advancing hyperlocalised marketing. Through these initiatives, SAMA Alliance seeks to reshape industry practices and set a new standard for branding excellence across APAC.
Building Connections for an APAC-Ready Future
With the recent inclusion of agencies from Malaysia—Skribble, Battle Mind Creative, BLWN, iWisers, Suppagood, Visual Retale, Jiggee Asia, and Ironwoods—and Singapore’s iFoundries, Superminted, Grow PR, and Moving Bits, SAMA Alliance has expanded its network to deliver unmatched local insights and expertise. Backed by leading brands and partners such as GSC, Nestle, Faber Castell, Etika, Colgate-Palmolive, Ajinomoto, FMT, Marketing Magazine, Captain Oat, and Mahsuri Food, the event reaffirmed SAMA’s dedication to creating impactful brand connections throughout APAC and beyond.
For more details about SAMA Alliance and its hyperlocal marketing expertise, visit samaalliance.com.