KUALA LUMPUR: In an industry-defining collaboration, SAMA (Southeast Asia Marketing Alliance) and MISSION Hubs, the international partner network ecosystem of the UK-based MISSION Group plc (TMG.L), have formalised a Memorandum of Understanding (MoU) that brings together two of the most dynamic agency ecosystems in the world. This agreement paves the way for seamless cross-border execution, allowing brands and agencies to move with agility between Asia and the West.
This marks one of the first alliances of its kind – a deliberate convergence of independent agency networks designed not just to share resources, but to grow together. With this agreement, both networks signal a strong commitment to redefining how creative, digital, and strategic work can be delivered internationally, without losing the local context that makes it resonate. Recent industry forecasts anticipate global advertising revenue to reach USD 1 trillion by 2026, with the Asia Pacific region accounting for a substantial share of that growth1.
“As business seeks to adjust to an increasingly dynamic, changing global trading environment, the need for agencies to adapt ahead of their client’s requirements is ever more important. This environment highlights a shift and rising demand for trusted, agile partners with deep local insight – exactly the kind of solution this SAMA–MISSION Hubs collaboration is poised to deliver”, shares Paul Squirrell, Managing Director, MISSION Hubs Network. He also adds that “As marketers, we know that creativity is most powerful when it’s culturally relevant. This collaboration allows us to tap into the authenticity and local understanding that SAMA brings to the table – while giving their members access to the global thinking and frameworks that our clients expect. It’s a win–win for agencies, and even more so for the brands they serve.”
SAMA represents a growing regional alliance of independent agencies from Malaysia, Singapore, Indonesia, Thailand, Vietnam, and Hong Kong, with capabilities spanning over 16 marketing and communications disciplines. MISSION Hubs, is an independent partner agency ecosystem supported by MISSION Group, a holding company of 13 award-winning agencies across creative, digital, PR, performance marketing, data, and AI.
This affiliation will see both networks exchanging client leads, co-developing projects, and sharing tools, resources, and learnings. SAMA members will gain access to MISSION’s advanced MarTech platforms and international pitch materials, while MISSION Hubs agencies can lean into the hyperlocal expertise and on-the-ground execution that SAMA members offer across the region.
“This isn’t just about working together. It’s about rising together,” said Chan Leong Teng, Founder and Regional President of SAMA. “Independent agencies often compete with global networks on flexibility and creativity, but partnerships like this give us the infrastructure to deliver at scale – across markets, cultures, and time zones – with the same heart and hustle we’re known for.”
For MISSION Hubs, the alliance facilitates the growth of their global footprint and opens a direct path into Asia’s most exciting growth markets – without needing to invest in bricks-and-mortar presence. It also enables their agency partners to offer clients a streamlined path to Southeast Asia market entry and activation.
The first activation will take place in May 2025 through a virtual conference that brings together agency leaders from both networks. Attendees will be introduced to the partnership roadmap, explore co-pitching opportunities, and participate in workshops designed to accelerate collaboration.
With over 50 cross-referral opportunities expected in the first year, and plans underway for co-branded webinars, whitepapers, and learning sessions, the SAMA–MISSION Hubs partnership is set to become a blueprint for how independent agencies can compete – and thrive – on the global stage.
