Unlocking APAC's Potential BerSAMA: The Power of Hyperlocalisation For Brand Success In Southeast Asia

Strategic Asia Marketing Alliance (SAMA) today marks a significant milestone in Asia-Pacific’s (APAC) creative industry, launching its Malaysia and Singapore chapters at Golden Screen Cinemas (GSC) Mid Valley. Following a successful debut in Indonesia, this expansion underscores the Alliance’s commitment to hyperlocalisation, a strategy vital for brands seeking to resonate with APAC’s diverse markets.

The Alliance’s expansion arrives as corporate investment in branding surges globally, with total advertising spend across all formats projected to reach USD 1 trillion by 2026. Businesses are 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. As brands increasingly turn to hyperlocalisation, SAMA Alliance’s expertise and deep local insights position it as an essential partner for those seeking to make a lasting impact in APAC’s diverse and complex markets.

Uniting APAC’s top marketing agencies, SAMA Alliance offers a comprehensive suite of services across its network, including Branding, Public Relations, Search Engine Optimisation (SEO), Search Engine Marketing (SEM), Social Media Management, Content Marketing, Influencer Engagement, and DOOH (Digital Out-of-Home) Advertising. 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.”

Hyperlocalisation: The Key to Unlocking APAC Markets

APAC’s consumer behaviours are deeply influenced by unique cultures, languages, and values, making a hyperlocalised approach essential for brand success. As regional corporations and MNCs increasingly invest in creative, personalised campaigns to connect with local markets, SAMA Alliance offers unparalleled expertise in navigating APAC’s cultural diversity, helping brands foster trust and resonance within each market.

Mr. Wan Murdani Wan Mohamad, MDEC’s Head of Digital Industry Acceleration expressed MDEC’s commitment to the SAMA Alliance’s vision for driving hyperlocalisation across Malaysia and the APAC region, emphasising 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.”

Driving Innovation Through Thought Leadership

Today’s launch event featured thought leadership panels on the future of hyperlocalised marketing, bringing together brand leaders from iWISERS, Superminted, GSC Cinemas, Asia Pop Culture Con, Beutea, and others to share key insights on branding, talent development in digital industries, and the role of technology transfer in advancing hyperlocalised marketing. SAMA Alliance aims to redefine industry standards and set a new benchmark for branding success in APAC.

Building Future APAC-Ready Connections

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. Supported by brands and partners including GSC, Nestle, Faber Castell, Etika, Colgate-Palmolive, Ajinomoto, FMT, Marketing Magazine, Captain Oat, Mahsuri Food, and others, today’s event underscores SAMA’s commitment to building impactful brand connections across APAC and beyond.

For more information about SAMA Alliance and its expertise in hyperlocal marketing, please visit samaalliance.com.