Malaysia is a Crucial Market for Businesses Expanding Both Regionally and Globally
In a power play that’s set to reshape the region’s communications landscape, WE Communications has planted its flag in Malaysian soil through local powerhouse Chase Advisors.
The move, announced yesterday in Kuala Lumpur, isn’t just another office opening – it’s a calculated bid for dominance in Southeast Asia’s increasingly lucrative communications market.
Why Malaysia? Follow the Money (and the Millennials)
The timing couldn’t be more strategic.
With Southeast Asia’s middle class expanding faster than a viral TikTok dance and Malaysia’s digital ecosystem buzzing with activity, WE Communications’ CEO of International, Kass Sells, sees the writing on the wall.
“Malaysia is a crucial market for businesses expanding both regionally and globally,” says Sells, pointing to the strengthening economic ties between the United States and Malaysia as a key factor in their decision.
Local Insight, Global Muscle: The Chase Advisors Connection
Under the leadership of Managing Director Kanesan Veluppillai, the new Malaysian operation isn’t just hanging out a shingle – it’s bringing the full arsenal of WE’s services to bear, from policy advocacy to data analytics.
But here’s where it gets interesting: they’re not just copying and pasting their global playbook.
The Social Media Factor That Changed Everything
Nitin Mantri, Regional Executive Managing Director for Asia-Pacific at WE, drops a truth bomb that many global agencies are still struggling to digest: “Due to the dominance of social media, mobile-first audiences and an appetite for hyper-localised content, businesses need a trusted partner to help them navigate an increasingly complex landscape.”
It’s this understanding that’s shaping their approach to the market.
The Indonesia Plot Twist
In what might be the most intriguing revelation, Manash Neog, Managing Director of Chase APAC, let slip that Malaysia is just the beginning.
“We have our sights set on further growth into Indonesia,” he reveals, suggesting that this Malaysian expansion is just the opening act in a larger Southeast Asian strategy.
What This Means for the Industry
For communications professionals watching from the sidelines, WE’s move into Malaysia through Chase Advisors represents more than just another market entry.
It’s a masterclass in modern agency expansion: combining local expertise (evidenced by the presence of former Malaysian cabinet minister Datuk Seri Mustapa Mohamed at the launch) with global capabilities.
With a worldwide presence spanning 24 cities and a team of 1,400+ specialists, WE’s expansion signals a new chapter in the evolution of global communications agencies.
The message is clear: in today’s interconnected world, success lies not in simply being present, but in truly understanding and engaging with local markets while leveraging global expertise.
As Southeast Asia’s communications landscape continues to evolve, all eyes will be on how this bold move plays out – and who might follow suit in what’s becoming an increasingly competitive regional market.
