In conversation: Superminted’s leaders on joining SAMA

This post is sponsored by Superminted.

The first day of October will mark a major milestone for Superminted, as it celebrates three years since the company’s inception. Its journey thus far has had its fair share of ups and downs, and there have been moments when its perseverance has been tested, but through it all it has managed to come out on top.

With teams that seamlessly work together to support businesses in the brand management process, Superminted has won numerous accolades for outstanding projects and solidified its position in the industry.

As it looks back, it is nostalgic and excited for the future. In early September, Superminted took a historic step forward by joining the Southeast Asian Marketing Alliance (SAMA). This regional coalition of independent agencies opens doors to new opportunities and collaborations.

Chief executive officer and principal brand consultant, Nadine Wu, and chief operating officer, Esther Phua, talk about what joining SAMA means for Superminted.

The significance of joining SAMA: A platform for growth and collaboration

Joining SAMA is a pivotal moment for Superminted. For Wu, she believes this alliance offers a chance for Superminted to benchmark against regional peers and broaden its reach. She notes: “One key aspect that drew me to this alliance was the opportunity to benchmark ourselves in the region. It lets us see how our branding practices compare and where we can enhance them.”

She highlights that while Singapore is often seen as a leading market, the alliance provides a platform to test its strategies and refine its skill sets. “The regional perspective helps us understand different approaches to branding. It’s an opportunity to challenge our assumptions and ensure our work is as robust as we believe it to be.”

A shared vision of industry excellence

Both Wu and Phua also expressed enthusiasm about the alliance. Wu observed: “The commitment and openness of SAMA members has been refreshing. There’s a genuine sense of camaraderie, which is vital in a competitive industry. This openness fosters an environment where we can freely share insights and strategies.”

Phua added: “The vibe at the event was incredibly positive. It was reassuring to see that other agencies face similar challenges. This mutual understanding and willingness to share solutions benefits everyone involved.”

What Superminted learned from the SAMA event

1. Expanded business opportunities

The event was an eye-opening experience for both Wu and Phua, and the pair were excited to discuss the idea of collaborating with regional partners and expanding business opportunities.

Wu shared: “What’s clear is that SAMA affords every agency in the alliance the opportunity to match clients with the right partners, to deliver high-quality work that aligns with the client’s goals. We’re not competing with each other, but rather complementing each other’s strengths and weaknesses.”

Phua agreed, noting the mutual benefits SAMA brought: “The main objective of the alliance, I think for most members, is business. This partnership presents everyone with chances for more exposure, allowing us to team up and work on projects together for larger clients that would love a more regional presence.”

2. Exchange of knowledge

When asked about how SAMA might serve to raise the bar for the industry, Wu and Phua reaffirm the importance of exchanging knowledge. In particular, Phua noted this was more than just about discussing common problems, but also about offering solutions.

“At the event, we shared methods for running successful projects such as conducting kick-off meetings and managing client relationships. It’s gratifying to know our practices might benefit others, and vice versa.”

Likewise, Wu reflected on how joining SAMA offered culturally unique perspectives on branding for local markets: “The event discussions provided valuable perspectives on branding approaches in different markets. This exposure helps us refine our strategies and adopt best practices, enhancing our service offerings.”

3. Talent exchange

One major takeaway from the event was the opportunity for talent exchange. Phua described it as a chance to learn and mutually share experiences: “It was heartening to discover that other agencies face similar challenges and to share our solutions. This exchange of knowledge can lead to more innovative solutions and better project outcomes.”

Wu also highlighted the value of this exchange: “Connecting with talented professionals across the region enhances our capabilities. It broadens our perspectives and enriches our approach to brand management and creative strategies.”

Another year older, and wiser

As it celebrates its third anniversary, Superminted is filled with a sense of optimism and excitement to see this regional partnership blossom and yield fruit. Yet, regardless of what the future holds, one thing is certain – Superminted will always stay committed to its mission of supporting brands on their journey of evolution.