Strategic Asia Marketing Alliance sets up Malaysia, Singapore chapters

KUALA LUMPUR: The Strategic Asia Marketing Alliance (Sama) today celebrated a major milestone in the Asia-Pacific (APAC) creative industry by launching its Malaysia and Singapore chapters.

Building on a successful debut in Indonesia, this expansion highlights the alliance’s dedication to hyper-localisation, a critical strategy for brands aiming to connect with the diverse markets across APAC.

The expansion coincides with a global rise in corporate investment in branding, with total advertising spend across all platforms expected to hit US$1 trillion (RM4.4 trillion) by 2026. Companies are increasingly recognizing the value of culturally tailored branding to strengthen their competitive edge and deepen customer relationships.

With a dynamic consumer base of over 600 million people across 11 countries, APAC presents significant growth opportunities. According to the World Economic Forum, the region’s creative industry contributes approximately 5% to its GDP, and this figure is set to grow as more companies invest in localised marketing strategies.

As brands turn to hyper-localisation, Sama’s expertise and deep cultural insights make it an invaluable partner for those looking to leave a lasting impact in APAC’s complex and diverse markets.

Bringing together leading APAC marketing agencies, Sama offers a comprehensive range of services through its network, including branding, public relations, SEO, SEM, social media management, content marketing, influencer engagement, and digital out-of-home advertising. Sama’s data-driven, hyper-localised approach helps brands engage effectively with APAC’s rapidly evolving consumer landscape.

“Brands in APAC are navigating an exciting yet challenging environment, where success often hinges on understanding local nuances,” said Sama founder Teng Chan Leong, also CEO of Skribble.

“Our goal is to empower brands to connect authentically with consumers across this diverse region through culturally relevant, tailored approaches. With 88% of companies in the region viewing brand perception as central to their business strategy, and many attributing market share gains to brand trust and cultural relevance, hyper-localisation is essential for fostering genuine engagement and sustainable growth,” he added.

Wan Murdani Wan Mohamad, head of digital industry acceleration at Malaysia Digital Economy Corporation (MDEC), expressed MDEC’s commitment to Sama’s vision of promoting hyper-localisation across Malaysia and APAC. He stressed that brands must adopt a local-first approach to succeed in Southeast Asia’s digital economy, which is projected to reach a gross merchandise value of US$263 billion by 2024.

“With nearly 70% of APAC consumers preferring brands that align with their culture, developing digital talent and facilitating technology transfer is crucial. This aligns with Malaysia Digital’s objectives to drive the nation’s digital economy through innovation, digital skills development, and growth that meets both local and regional needs,” he explained.

The launch event featured thought-leadership panels discussing the future of hyper-localised marketing, with brand leaders from iWISERS, Superminted, GSC Cinemas, Asia Pop Culture Con, Beutea, and others sharing insights on branding, talent development in digital industries, and the role of technology transfer in advancing hyper-localised marketing.

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