AAMS looks beyond borders with new SEA marketing alliance

The Association of Advertising & Marketing Singapore (AAMS) has launched the Asia Admarcom Alliance (AAA), a regional collaboration bringing together marketing and advertising associations from six Southeast Asian markets to strengthen cross-border cooperation across the industry.

The alliance was formalised through a memorandum of understanding (MOU) signed during AAMS' inaugural Beyond Boundaries 2026 conference in Singapore. The signing was witnessed by Tan Kiat How, senior minister of state at the Ministry of Digital Development and Information (MDDI).

Joining AAMS in the alliance are the Malaysian Digital Association (MDA), the Digital Marketing Association of the Philippines (DMAP), the MarTech Association of Thailand, Vietnam MarTech and the Indonesian Digital Association (IDA). Collectively, the organisations represent agencies, brands, technology platforms and creative professionals across Southeast Asia.

Don't miss: Singapore whole of government media buying panel up for grabs

Under the agreement, the associations will work together on regional events, capability development, research, knowledge exchange, talent development, industry advocacy and thought leadership.

The partnership will also focus on advancing regional capabilities in areas such as artificial intelligence (AI), content and data, while encouraging greater cross-border dialogue, developing shared leadership and talent initiatives, creating regional knowledge resources and strengthening Southeast Asia's position within the global marketing industry.

The MOU was signed by Chloe Neo, president of AAMS; Nicholas Sagau, president of MDA; Miko David, president of DMAP; Chaiyapong Lapliengtrakul, president of the MarTech Association of Thailand; Dr Dinh Le Dat, co-founder and vice president of Vietnam MarTech; and Dian Gemiano, chairman of IDA.

Beyond Boundaries 2026, supported by the Singapore Tourism Board, focused on AI, content and data, bringing together senior marketers, platform leaders and industry professionals from across the region.

According to AAMS, the conference will serve as the alliance's primary platform to convene members, advance joint initiatives and track the progress of regional collaboration.

“This MOU marks a pivotal moment for our region. Every market here knows the cost of fragmentation," said Chloe Neo, President of AAMS.

"By uniting around talent development, technological innovation, and shared resources, we have the opportunity to forge a regional marketing ecosystem that's resilient and globally competitive. Together, we're building something powerful: a foundation for collaboration and growth, and this is how we transform our vision into reality," she added. 

The launch of the alliance comes as Singapore continues to push for stronger industry standards and cross-sector collaboration to help businesses compete globally.

Earlier this month, Enterprise Singapore unveiled its "Standards & Conformance 2035 Roadmap" alongside a campaign created with The Secret Little Agency (TSLA), challenging long-held perceptions of standards as merely a compliance requirement. Instead, the initiative positions standards as a catalyst for business growth, innovation and trust, encouraging businesses to view them as a competitive advantage that can support expansion into new markets.

Related articles: 
Singapore and Indonesia call for a pragmatic approach to AI sovereignty in ASEAN    
Can Singapore hold its edge as ASEAN’s HQ hub as costs climb?   
Singapore looks to strengthen position as trusted AI financial hub