23/03/2026

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MONDAY | MAR 23, 2026

New marketing landscape emerging in Southeast Asia

Ringgit set to stay at around 3.95 against US dollar this week KUALA LUMPUR: The ringgit is expected to remain stable this week, trading at around the 3.95 level against the US dollar amid the festive period. The market in Malaysia was closed on Friday and will also be closed today, for the Aidilfitri celebration. Kenanga Investment Bank Bhd said the restrictive but easing-biased United States Federal Reserve (Fed) capped further gains from the greenback, contributing to the stability. In a note issued on Thursday, the investment bank said investors remain defensive while expectations for a Fed policy pivot shift to the final quarter of the year. “We assume the West Asia conflict persists while the Fed looks through the current transitory inflation bump. Malaysia’s status as a net energy exporter provides a structural hedge as Brent crude retains an embedded risk premium,” it said. Meanwhile, Bank Muamalat Malaysia Bhd chief economist Dr Mohd Afzanizam Abdul Rashid said the ringgit-US dollar pair is expected to trade sideways this week. He said investors are observing the uncertainties surrounding the ongoing war in Iran. On a week-on-week basis, the ringgit settled slightly higher against the US dollar to close at 3.9330/9415 on Thursday compared with 3.9365/9410 at the end of the previous trading week. The local note traded lower against a basket of major currencies last week. It edged down versus the Japanese yen to 2.4716/4771 from 2.4683/4715 on the previous Friday, slipped vis-a-vis the British pound to 5.2246/2359 from 5.2214/2273 previously and eased against the euro to 4.5139/5237 from 4.5093/5144. However, the ringgit performed stronger against its Asean peers. The local currency appreciated versus the Singapore dollar to 3.0671/0740 from 3.0730/0767 on March 13, rose against the Thai baht to 11.9872/12.0204 from 12.1862/2062 last Friday, firmed vis-a-vis the Indonesian rupiah to 231.4/232.0 from 232.1/232.5 previously and increased against the Philippine peso to 6.54/6.56 from 6.59/6.60. – Bernama

Ű BY DEEPALAKSHMI MANICKAM sunbiz@thesundaily.com

o Agencies step up collaboration with each other in shift from isolated campaigns towards integrated, regional-focused solutions, says Skribble CEO and Strategic Asia Marketing Alliance founder

PETALING JAYA: Southeast Asia’s marketing landscape is undergoing a quiet transformation with independent agencies, long confined to single markets, increasingly collaborating with each other to offer regional solutions, driven by both client demands and the pressures of digital disruption. The result is a shift from isolated campaigns towards integrated ecosystems that promise scale without sacrificing cultural nuance. Skribble CEO and founder of the Strategic Asia Marketing Alliance (Sama) Teng Chan Leong ( pic ) said this collaboration addresses a critical gap. “Clients today need regional thinking with local execution, but the ecosystem has traditionally been fragmented,” he told SunBiz . Sama now connects more than 50 independent agencies across Indonesia, Malaysia, Singapore, Thailand, Vietnam and the Philippines, allowing brands to navigate complex markets with speed and confidence. The need for such alliances is being driven by several forces. Digital disruption is intensifying competition, and platforms, algorithms and consumer behaviours are shifting faster than traditional agency models can respond. “Clients are more informed and demand accountability, transparency and measurable results,” Teng said. “The agencies that fail to adapt risk being left behind.” Founded in 2020 amid a challenging economic climate, Skribble leaned heavily on analytics and lean operations to quickly prove its value. “The first challenge was trust. Clients were cautious, budgets were tight, and expectations were very outcome-driven,” Teng said. Instead of offering standard marketing outputs, Skribble focused on solving immediate business problems, whether driving leads, supporting e-commerce, or helping brands adjust to new digital behaviours. Yet Teng stressed that surviving in Southeast Asia’s complex markets is less about individual brilliance and more about strategic collaboration. “True expertise lies in understanding the limits of your expertise,” he said. “No single

“The real question isn’t just whether a campaign was successful based on figures, but what those results mean,” Teng explained. “What can be improved, what is realistically achievable, and what makes sense given the company’s size, budget, and revenue goals.” Cross-agency partnerships allow teams to learn from each other, share insights and remain agile in an era where speed and flexibility are critical. “The future belongs to ecosystems rather than isolated agencies,” Teng said. “Colla boration raises the standard of the industry and creates better outcomes for clients.” Expanding into a new market requires deep understanding of local culture, regulations and consumer behaviour. “Expanding into a new regional market takes time,” Teng said. “But when there’s a project waiting to move, the real question is, do you spend weeks figuring things out from scratch, or do you start with a simple conversation and get moving with clarity? “Sometimes, one phone call is all it takes to reduce uncertainty, align expectations, and move forward with confidence.” The move towards collaboration is also shaping leadership models in the agency world. As digital disruption accelerates, agencies must rethink traditional hierarchies and cultivate leaders who empower teams rather than micro-manage. “Effective leadership today is about adapting to people, not expecting people to adapt to outdated models,” Teng said. “It’s about asking the right questions, setting the right directions, and creating an environment where teams can grow and perform.” Looking ahead, both Skribble and Sama are focusing on sustainable regional growth. Investments in talent, technology, and partnerships are central to this strategy, ensuring that expansion does not compromise the quality of execution or company values.

agency can do everything well, especially across diverse Southeast Asian markets.” By pooling expertise across consulting, marketing, and technology, agencies in the Sama network aim to provide clients with a 360° solution rather than fragmented services. Analytics-driven strategies provide clarity on performance indicators such as lead quality, conversion rates, customer acquisition costs and revenue contribution. Experiential campaigns from social commerce and creator collaborations to live and on-ground activations amplified digitally further strengthen impact.

Teamstar acquiring semi-detached factory in Dengkil for RM7.38 million PETALING JAYA: Teamstar Bhd is strengthening its logistics backbone with the acquisition of an industrial property Selangor to consolidate its distribution capabilities closer to its operational base. RM7.5 million, based on a valuation conducted earlier this month using both comparison and cost approaches. benefits. Owning, rather than leasing, a key logistics asset mitigates the risk of relocation arising from non-renewal of tenancy agreements – a common operational vulnerability for retail-driven businesses. “At the same time, the expand, it said. The SPA is subject to several conditions, including developer consent and approval from relevant state authorities. Completion is targeted within nine months, barring any delays in obtaining regulatory approvals. The acquisition will be funded via proceeds raised from Teamstar’s listing on the ACE Market, suggesting a deployment of capital towards tangible operational

The ACE Market-listed group said wholly owned subsidiary Teamstar Solutions Sdn Bhd has entered into a sale and purchase agreement (SPA) to acquire a semi-detached factory in Taman Meranti Jaya, Puchong, for RM7.38 million in cash. The property, sitting on a 99-year leasehold land expiring in October 2122, spans about 14,522 sq ft and is part of the Lake 6 Entrepreneurs’ Park II development in Dengkil, Selangor. It is currently tenanted, with the existing lease running until June this year. According to a Bursa Malaysia filing, the agreed price represents a modest 1.6% discount to the independently assessed market value of

In the filing, Teamstar said the acquisition will not materially affect its earnings, net assets, gearing or shareholding structure for the financial year ending December, reflecting both the manageable size of the deal and its funding via existing proceeds. “The transaction hinges on the fulfilment of SPA conditions, and any failure by either party could trigger penalties, including forfeiture of deposits or payment of liquidated damages.The board has taken the view that the acquisition is in the company’s best interest, positioning it for more stable and scalable operations as it builds out its retail footprint,“ Teamstar said in the filing.

additional space is ex pected to support growth in stock-keeping units and inventory levels as the

assets rather than purely expansionary or specu lative investments. The group intends to

business scales,“ the filing said. The group also noted that the centralisation of storage and distribution is likely to yield cost efficiencies over time. By consolidating logistics functions under one roof, Teamstar could benefit from economies of scale in both transportation and inventory management, a factor that becomes increasingly material as store count and product range

convert the facility into a dedicated distribution centre to support its network of 28 Teamstar retail outlets. Its proximity to the company’s headquarters is expected to improve co ordination across procurement, warehousing and delivery functions, while also shortening lead times across its supply chain, the filing noted. Further, Teamstar in the exchange filing noted that the group sees longer-term structural