AAMS launches Asia Admarcom Alliance across six markets

The The Association of Advertising & Marketing Singapore has launched the Asia Admarcom Alliance, linking marketing and advertising associations across six Southeast Asian markets.

The alliance was established through a memorandum of understanding signed in Singapore and witnessed by Tan Kiat How, Senior Minister of State at the Ministry of Digital Development and Information.

The framework brings together the Association of Advertising & Marketing Singapore, the Malaysian Digital Association, the Digital Marketing Association of the Philippines, the MarTech Association of Thailand, Vietnam MarTech and the Indonesian Digital Association.

Together, the groups represent agencies, brands, platforms, technology providers and creative professionals across the region. They plan to collaborate on regional events and industry platforms, training, research, knowledge exchange, talent development and mobility, thought leadership, industry standards and advocacy.

Regional framework

The alliance is a formal attempt to create a cross-border structure for cooperation in marketing, advertising and communications in Southeast Asia. It comes as industry groups across the region face common challenges related to artificial intelligence, content, data and workforce development.

AAMS said the partnership would focus on advancing work in AI, content and data, while strengthening dialogue between markets. It also aims to develop shared leadership and talent platforms and build regional knowledge resources.

The memorandum was signed by Chloe Neo, President, Association of Advertising & Marketing Singapore; Nicholas Sagau, President, Malaysian Digital Association; Miko David, President, Digital Marketing Association of the Philippines; Chaiyapong Lapliengtrakul, President, MarTech Association of Thailand; Dr Dinh Le Dat, Co-founder & Vice President, Vietnam MarTech; and Dian Gemiano, Chairman, Indonesian Digital Association.

The signing took place during Beyond Boundaries 2026, an inaugural conference organised by AAMS in Singapore. The event focused on AI, content and data, and drew senior figures from Singapore and other Southeast Asian markets.

Industry goals

Regional coordination among trade bodies and industry associations has often been informal, with markets pursuing separate programmes on standards, skills and advocacy. The new alliance introduces a formal structure that could give those efforts more continuity across borders.

That matters in a sector where marketers, agencies and platforms increasingly operate across multiple Southeast Asian markets while navigating different local ecosystems. Differences in market maturity, regulatory approaches and talent pipelines have made regional alignment difficult.

AAMS positioned the alliance as a response to that fragmentation. One stated goal is to improve how industry groups share research and expertise while creating more common platforms for professional development.

Neo made that case in remarks issued alongside the launch.

"This MOU marks a pivotal moment for our region. Every market here knows the cost of fragmentation. By uniting around talent development, technological innovation, and shared resources, we have the opportunity to forge a regional marketing ecosystem that's resilient and globally competitive. Together, we're building something powerful: a foundation for collaboration and growth, and this is how we transform our vision into reality," said Chloe Neo, President, Association of Advertising & Marketing Singapore.

Six markets

The alliance covers Singapore, Malaysia, the Philippines, Thailand, Vietnam and Indonesia, giving it a footprint across some of Southeast Asia's largest and fastest-growing advertising and digital marketing markets. These include a mix of mature regional hubs and economies where digital advertising, martech adoption and creator-led marketing continue to expand.

The participating associations also reflect the breadth of the sector, spanning traditional advertising and marketing bodies as well as groups focused on digital marketing and marketing technology. That mix suggests the alliance will need to balance a wide range of interests, from agencies and brand owners to technology suppliers and creative practitioners.

Its workstreams suggest the initial priorities will centre less on commercial projects and more on coordination. Training, research, standards and advocacy are areas where trade associations can act collectively without requiring formal integration of members or operations.

The initiative also gives AAMS a broader regional role by placing the Singapore body at the centre of a new multi-market network. For Singapore, which has positioned itself as a regional base for many global marketing, media and technology companies, the alliance may add another layer to its role as a convening point for industry groups.

Supported by the Singapore Tourism Board, Beyond Boundaries 2026 brought together global chief marketing officers, platform executives, creative directors and other industry professionals to discuss the direction of the sector. The launch of the Asia Admarcom Alliance was presented as the conference's central institutional outcome.

The organisations said the alliance will serve as a platform for shared initiatives and for tracking the progress of regional collaboration across Southeast Asia.