PROI ASEAN - Singapore, Singapore

The Southeast Asian local market is changing, driven by the growing consumer class of the region. Most of their purchases are motivated by convenience, with consumers looking for easier ways to shop. And convenience products are gaining popularity among startups. Businesses dealing with food delivery, car hailing, grocery pickups, and other similar services are among the most recognized brands in the region.

Southeast Asia is brimming with different people, cultures, and stories. And this translates to corporate settings as well. In each country, there are various do’s and don'ts that affect how companies communicate. Unlike their western counterparts, Southeast Asian executives use large-scale communication initiatives like press briefings to communicate major changes within the company. PROI agencies navigate the many unwritten rules in the region through strategies that fit the demands and expectations of each country.

ASEAN countries have up to 52% penetration rate of social media, greater than the 42% of the global average. But despite how strong social media is in ASEAN, the region faces several roadblocks on connectivity. Each country uses different messaging tools for communication. Some countries favor WhatsApp, others prefer Messenger, while some use Viber. Each agency in their home country takes these roadblocks into consideration and uses the local market’s strengths to strategize your brand’s social media campaigns in the country.