Front row, seated; Andi Boediman, Media and Entertainment Investor from ideosource; Teng Chan Leong, CEO and Founder of Skribble; Arianto Bigman, CEO of IDEOWORKS; Raymond Buana, CEO of Omeoo Creative
Marketing agencies in the APAC region face a myriad of evolving challenges, including the need for extensive localization due to the region’s vast cultural and linguistic diversity, navigating complex regulatory environments, and managing fragmented logistics networks.
Additionally, the rapid pace of digital transformation demands constant adaptation to new technologies and consumer behaviors. Skribble, an award winning 360-degree solutions provider that covers martech, digital, business consultancy and social media officially launched Strategic Asia Marketing Alliance (SAMA) that addresses these challenges by fostering collaboration among leading agencies across the region.
SAMA leverages local expertise and knowledge sharing to create tailored marketing strategies that resonate with diverse audiences. By integrating advanced martech solutions and providing a robust support network, SAMA helps agencies streamline operations, enhance campaign effectiveness, and maintain high standards of professional integrity and transparency. This collaborative approach ensures that marketing agencies can navigate the complexities of the APAC market more effectively and achieve sustained success.
SAMA brings together a diverse array of leading agencies from across the APAC region. In Indonesia, founding members include IDEOWORKS, Omeoo Creative, Meson Digital, SevenAds, ADX Asia, Ivosights, Naikreatif, Krona, and Kim Communication. Malaysian agencies iWisers, BLWN and Battle Mind Creative are also among the founding partners. From Singapore, we have iFoundries, Superminted and Grow Public Relations while Thailand is represented by Relevant Audience. This impressive roster of agencies represents a wealth of expertise and local market knowledge, further strengthening SAMA’s position as a hub for marketing excellence in the region.
“SAMA aims to connect you to local excellence, no matter which country you need support in,” said Skribble’s CEO Teng Chan Leong, a founding member of the alliance. “By bringing together the most exciting home-grown brands in business consulting, martech, talent management, and production, we’re enabling a synergistic network that spans the entire region.”
Here’s what Teng Chan Leong, CEO of Skribble had to say in an interview with Asia Connects.
How do you see the martech landscape evolving in the next 5 years, particularly in the APAC region?
The martech landscape in the APAC region will undergo significant transformation over the next five years. As the cost of SaaS-based martech solutions decreases and labor costs rise, we can expect widespread adoption of martech tools. This shift will be driven by the increasing complexity and urgency of client demands.
Collaboration tools will become indispensable as remote work, hybrid workspaces, and cross-regional collaboration become the norm.
Moreover, AI-powered tools will become an integral part of marketing strategies, enabling businesses to automate tasks, gain deeper insights, and personalize customer experiences on a scale never seen before.
What are the most significant marketing trends currently shaping the APAC market, and how should companies adapt to these trends?
Several key trends are currently shaping the APAC market. Local brands are increasingly expanding their reach beyond national borders, while global brands are targeting APAC, particularly Southeast Asia, as a strategic growth market.
This has led to a surge in hyper localised campaigns, as brands seek to forge closer connections with their target audiences by addressing specific regional needs and preferences.
Additionally, the adoption of new media channels is accelerating, requiring companies to be agile and innovative in their approach. To thrive in this environment, businesses must embrace localization, invest in data-driven marketing strategies, and remain adaptable to the rapid changes in consumer behaviour and technology.
What unique opportunities for growth do you foresee for businesses in the APAC region, especially in the context of digital transformation?
Digital transformation presents a unique opportunity for businesses in the APAC region to level the playing field. By adopting advanced technologies, local brands can achieve the scale and competitiveness needed to challenge global players.
The growing “support local” sentiment across the region further enhances this potential, as consumers increasingly favour homegrown brands. To capitalise on this trend, local businesses must double down on their unique offerings and distinct brand voice, ensuring they stand out in a crowded market.
On the other hand, global brands will need to adapt by localising their solutions to meet the specific needs of the APAC market. This will involve tailoring global tech solutions to fit local ecosystems, including e-commerce marketplaces, payment systems, and communication platforms, ensuring effectiveness and relevance in the region.
Can you share some successful strategies or tips for companies looking to leverage martech to enhance their marketing efforts?
The first and most crucial step is investing in the right people. Technology is only as effective as the people who design, implement, and manage it. Start by building a team with the expertise to understand and navigate the martech landscape.
Secondly, begin with a focused, small-scale approach. You don’t need to invest in the most expensive or comprehensive solution from the start. By starting small, you can better understand your requirements, ease your team into adoption, and minimise financial risks, leading to a more sustainable journey. Avoid the temptation to build superapps without a solid foundation—brands that attempt this without an established user base and high engagement are likely to fail.
Third, invest in change management and iterative improvement processes. Starting small increases adoption chances, but you also need to ensure sufficient resources to support the transition of people, processes, and technology.
Fourth, celebrate small wins along the way—whether it’s the successful implementation of a new CRM system or onboarding a new marketplace, these achievements can build momentum and lead to bigger successes.
Lastly, don’t hesitate to retire dysfunctional processes and systems. Legacy systems can cripple your organisation’s agility and efficiency, so be willing to move on and embrace the next innovation.
How does Skribble plan to stay ahead of the curve in the rapidly changing martech environment, and what innovations are you most excited about?
At Skribble, we prioritise investing in people and collaborations. Despite the rapid pace of technological advancements, we remain a people-centric business. The most impactful innovations are not just the latest technologies but the creative and strategic minds driving those tools.
We are excited about the potential of AI and machine learning to enhance personalisation and efficiency in marketing, but we know that the true value lies in how our team leverages these tools to deliver exceptional results for our clients.
Our focus is on fostering a culture of continuous learning and innovation, ensuring that we remain agile and forward-thinking in a dynamic martech landscape. Also, through collaborative efforts through the recently launched Strategic Asia Marketing Alliance (SAMA), we’ll be able to leverage and work together with our regional partners and offer more diverse yet localised solutions and services.
