BANGKOK: SAMA (Strategic Asia Marketing Alliance) has officially launched its Thailand chapter at SCB Next Tech, Siam Paragon, marking a significant milestone in the evolution of APAC’s creative industry. Following successful expansions in Indonesia, Malaysia, and Singapore, the Thailand launch underscores SAMA’s commitment to hyperlocalisation – a strategy brands increasingly rely on to forge authentic connections in one of the world’s most diverse regions. Approximately 50 marketing and branding agencies from across the region came together as part of the alliance.
The expansion comes amid a rapidly growing digital advertising landscape, with the APAC digital advertising market expected to reach approximately $392.8 billion by 2030. In 2024, 64% of marketers in Thailand region rely on AI to streamline operations, from creative ideation to data analysis. As businesses strive for competitive differentiation, culturally attuned branding and regionally tailored strategies are becoming essential for success.
SAMA brings together top-tier independent agencies with deep local expertise, enabling brands to access a unified approach to marketing, technology, and communications. This extensive network allows businesses to accelerate market entry, execute high-impact regional campaigns, and seamlessly navigate Southeast Asia’s fragmented markets.
“Brands today need more than just local know-how, they need scalable, regionally cohesive strategies,” said Chan Leong Teng, Founder and Regional President of SAMA. “SAMA bridges that gap, equipping businesses with the insights, technology, and executional support to adapt campaigns for local audiences while maintaining strategic consistency across multiple countries. ”
The launch event featured an expert panel discussion with marketing and business leaders, including Sutirapan Sakkawatra, Chief Customer Officer at SCBX; Pert Pongpiti Phasukyud, Founder and CEO of Ad Addict; and Vanchana Jitkarnngarn, President of SAMA Thailand and Chief Strategy Officer at Chamni’s Eye. The conversation highlighted the evolving challenges and opportunities in Thailand’s marketing landscape and the power of strategic collaboration in driving future growth.
SAMA also unveiled its official logo, website, and social media platforms, reinforcing its commitment to fostering industry-wide connections and innovation. “With SAMA, businesses gain more than just marketing support; they tap into a trusted regional network that helps them navigate complex markets, engage local consumers effectively, and achieve sustainable growth across Asia,” said Jitkarnngarn.
The event concluded with a networking session, providing industry leaders and businesses an opportunity to explore potential collaborations with SAMA’s leadership and founding members in Thailand.
Looking ahead, SAMA plans to expand its footprint across Vietnam, the Philippines, Cambodia, and beyond, solidifying its position as a premier alliance for brands seeking to scale across APAC’s dynamic and diverse markets. SAMA is looking to grow its network of agencies by 50% by end of the year.
