In Conversation: Superminted’s Leaders on Joining SAMA

October 1st marks a major milestone for Superminted, as we celebrate three years since the company’s inception. In all honesty, our journey thus far has had its fair share of ups and downs; there have been moments when our perseverance was tested, but through it all we’ve 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 our position in the industry.

As we look back, we’re both nostalgic and excited for the future. In early September, Superminted took a historic step forward by joining the Strategic Asia Marketing Alliance (SAMA). This regional coalition of independent agencies opens doors to new opportunities and collaborations. To delve into what joining SAMA means for Superminted, we spoke with Chief Executive Officer and Principal Brand Consultant, Nadine Wu and Chief Operating Officer, Esther Phua.

The Significance of Joining SAMA

A Platform for Growth and Collaboration

Joining SAMA is a pivotal moment for Superminted. For Nadine, she believes this alliance offers a chance for Superminted to benchmark against regional peers and broaden our 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.”

Nadine highlights that while Singapore is often seen as a leading market, the alliance provides a platform to test our strategies and refine our 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 Nadine and Esther also expressed enthusiasm about the shared vision within the alliance. Nadine observed, “The commitment and openness of SAMA members have 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.”

Esther 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 benefit everyone involved.”

What We Learnt From the SAMA Event

1. Expanded Business Opportunities

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

Esther 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, Nadine and Esther reaffirm the importance of exchanging knowledge. In particular, Esther noted that this was more than just about discussing common problems but also about offering solutions: “At the event, we shared methods for running successful projects, like conducting kick-off meetings and managing client relationships. It’s gratifying to know our practices might benefit others, and vice versa.”

Likewise, Nadine 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. Esther 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.”

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

Another Year Older, And Wiser

As we celebrate our third anniversary, we’re 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.

Daryl is a Copy Editor at Superminted, fueled by a love for bringing emotionally engaging stories to life. With  carefully selected words and a smart turn of phrase, he is devoted to helping brands shape their unique voice.

‍