New coalition of agencies form across SG and MY

A new coalition of agencies have launched in Singapore and Malaysia, after its Indonesia debut. Under the name Strategic Asia Marketing Alliance (SAMA) the alliance will bring together agencies with different expertise to service clients.

Uniting marketing agencies across Asia, SAMA Alliance offers a comprehensive suite of services across its network, including branding, PR, search engine optimisation (SEO), search engine marketing (SEM), social media management, content marketing, influencer engagement, and DOOH (digital out-of-home) advertising.

With recent additions from Malaysia: Skribble, Battle Mind Creative, BLWN, iWisers, Suppagood, Visual Retale, Jiggee Asia, Ironwoods; and from Singapore, iFoundries, Superminted, Grow PR and Moving Bits, SAMA Alliance strengthens its network of agencies to offer brands invaluable local insights and expertise.

It is current supported by brands such as GSC, Nestle, Faber Castell, Etika, Colgate-Palmolive, Ajinomoto, Captain Oat, Mahsuri Food, and others.

According to a statement from the organisation, as brands increasingly turn to hyperlocalisation, SAMA Alliance’s expertise and local insights will position it as an essential partner for those seeking to make an impact in APAC’s diverse and complex markets.

The alliance added that its formation and expansion arrives as corporate investment in branding surges globally, and businesses start recognising the value of culturally attuned branding to drive competitive advantage and deepen customer connections.

With a dynamic consumer base exceeding 600 million across 11 nations, APAC offers substantial opportunities for growth. The World Economic Forum reports that the region’s creative industry currently contributes around 5% to its GDP, a number set to rise as more companies invest in tailored, localised marketing.

With a data-driven, hyperlocalised approach, SAMA Alliance enables brands to engage effectively with APAC’s rapidly evolving consumer market.

“Brands face an exciting yet challenging landscape in APAC, where the difference between success and stagnation often lies in understanding local nuances,” said Teng Chan Leong, founder of SAMA Alliance and CEO of Skribble.

“Our mission is to empower brands to connect authentically with consumers across this complex region through tailored, culturally relevant approaches. With 88% of companies in the region viewing brand perception as central to their business strategy, and many attributing market share gains directly to brand trust and cultural relevance, hyperlocalisation is the key to unlocking genuine engagement and sustainable growth in APAC.”

Wan Murdani Wan Mohamad, MDEC's head of digital industry acceleration said that brands must adopt a local-first approach to thrive in Southeast Asia’s digital economy, which is set to reach a Gross Merchandise Value (GMV) of USD 263 billion in 2024. 

"With nearly 70% of APAC consumers favouring culturally resonant brands, developing digital talent and enabling technology transfer is crucial. This focus aligns with Malaysia Digital’s goals to drive the nation's digital economy by fostering innovation, enhancing digital skills, and promoting growth that reflects both local and regional needs.”