The Strategic Asia Marketing Alliance (Sama) said this would empower brands aiming to connect with the region’s diverse market.
Sama, fresh from a successful debut in Indonesia, has just spread its wings to Malaysia and Singapore.
In a statement issued yesterday, Sama said that with its expansion to Malaysia and Singapore, it is also committed to “hyper-localisation”, or creating specific content to meet local needs down to the district or city level.
It said this is vital for brands aiming to connect with Asia-Pacific’s diverse market.
Sama founder Teng Chan Leong, who is also CEO of Malaysian advertising agency Skribble, said the mission is to empower brands to link up across diverse markets.
He said the group’s success in the region hinges on deep cultural understanding.
Sama said that with a consumer base exceeding 600 million across 11 countries, the Asia-Pacific presents substantial growth opportunities.
Global advertising expenditures are projected to reach US$1 trillion (RM4.45 trillion) by 2026, highlighting the increasing importance of culturally attuned branding.
Sama’s network of agencies offers services in branding, public relations, search engine optimisation, search engine marketing, social media management, content marketing, influencer engagement and digital out-of-home advertising — all tailored to the unique cultural landscapes of the respective regions.
Golden Screen Cinemas (GSC) CEO Koh Mei Lee said tapping into local language and humour can create strong and culturally relevant connections.
Sharing an example of effective local engagement at the launching of Sama at GSC Mid Valley Megamall in Kuala Lumpur yesterday, she said that during the Covid-19 pandemic, everyone used the “Hello. Cannot” tagline to respond to all new regulations.
Malaysia Digital Economy Corporation’s head of digital industry acceleration, Wan Murdani Wan Mohamad, emphasised the importance of hyper-localisation in the Asia-Pacific digital economy, projected to reach a gross merchandise value of US$263 billion in 2024.
He said that nearly 70% of the region’s consumers favour culturally resonant brands, underscoring the need to develop local digital talent in order to drive innovation and growth.
Free Malaysia Today served as the media partner for the event, highlighting the significance of hyper-localisation for brands aiming to engage with Southeast Asia’s audiences.
Sama recently welcomed top agencies in Malaysia, including Skribble, iWISERS and Visual Retale, as well as Singapore-based Superminted and Grow PR, strengthening its network across the Asia-Pacific.
Sama said it will remain committed to building brand connections that have a deep impact across the region with the support of partners such as GSC, Nestle, Faber Castell, Colgate-Palmolive and Ajinomoto.
For more information on Sama’s expertise in hyper-local marketing, visit samaalliance.com.