In a landmark partnership, the Southeast Asia Marketing Alliance (SAMA) and MISSION Hubs – part of UK-based MISSION Group plc (TMG.L) – have signed a Memorandum of Understanding (MoU) to enable seamless cross-border collaboration between Asia and the West.
This first-of-its-kind alliance unites two dynamic independent agency ecosystems to co-develop projects, exchange client leads, and share tools and expertise. The partnership empowers brands to move with greater agility across regions, combining global frameworks with deep local insight.
“As the global market evolves, clients need agile, culturally aware partners,” said Paul Squirrell, Managing Director of MISSION Hubs. “This partnership gives our network access to SAMA’s local depth while offering them our international infrastructure. It’s a win-win.”
SAMA includes agencies from Malaysia, Singapore, Indonesia, Thailand, Vietnam, and Hong Kong, covering 16+ marketing and communications disciplines. MISSION Hubs supports 13 award-winning agencies in creative, digital, PR, performance marketing, data, and AI.
“This isn’t just about working together – it’s about rising together,” said Chan Leong Teng, Founder and Regional President of SAMA. “We’re giving independent agencies the tools to deliver at scale across cultures and time zones, without losing the local heart.”
The alliance will kick off with a virtual conference in May 2025, introducing the roadmap, co-pitching opportunities, and collaboration workshops. More than 50 cross-referral opportunities are expected in the first year, alongside co-branded webinars, whitepapers, and training sessions.
As global ad spend heads toward USD 1 trillion by 2026 – with Asia Pacific driving much of the growth – this partnership sets a new standard for how independent agencies can compete and thrive on the international stage.
