One Southeast Asia Marketing Agency For Every Market
Brands that sell in several countries often have an agency in each market, a report from each agency and a brand message that differs from country to country. Primal runs multi-market marketing as an integrated programme from our Bangkok office, with the same team and strategy in every market and a unified report that shows what is working, for Thai brands expanding abroad and regional brands that sell in Thailand.
- 100+Brands launched into a new market in 10 years
- 1Measurement standard across every market
- 2 to 3Markets where most programmes begin
Trusted By 300+ Brand Partners
The Real Cost Of Many Agencies Is Drift
Every extra agency adds one more team between the strategy and the work. Briefs are reinterpreted in each market. What one market learns stays in that market. Reports arrive with different definitions, different tools and different dates, so results from Thailand, Vietnam or Indonesia cannot be compared side by side.
Over time the brand tells a slightly different story in each country, and no one, including the regional leader who pays for all of it, can see every market in a unified view.
What A Multi-Market Programme Covers
Regional Strategy
A unified strategy for the region, adapted for each market instead of written again in each one.
Unified Measurement View
Results from every market measured on the same definitions in a unified report, so your team can see which market and channel is working.
Creative Consistency
The brand stays the same across the region, while the language and the context change for each market.
Cross-Market Learnings
What works in one market is tested in the next on purpose, instead of staying in a local report.
Local Depth Where It Matters
Language, platforms and buying habits handled for each market, such as Thai and English search and LINE in Thailand, instead of one template for the region.
One Commercial Relationship
One contract, one Primal team and one conversation about the whole programme.
Decide Centrally, Adapt For Each Market
Strategy, measurement and creative direction run centrally, because that is where the team sees every market at once and where a shared standard matters most, so every market works to the same strategy, measurement standard and creative direction.
Language, platform mix and cultural context are handled in each market, by people close to the buyer. We agree the split between the two at the start and review it as the programme grows.
“Regional scale is not the same brand pasted into more markets. It is one strategy that knows where to bend.”
Mark McDowell, CEO & Founder, Primal
How A Multi-Market Engagement Runs
Five stages. We list everything you run today, bring it into an integrated strategy with a unified measurement standard, adapt that strategy where the data shows a market needs it and run the work with the same team in every market. Results are compared across markets so what works in one is tested in the next.
Map
Every market, channel and agency you work with today, with the contracts, scopes, report definitions and the strategy each market actually follows.
Results From Programmes We Run In Asia
Multi-Market
Under Armour350% Reduction In Cost Per Order Over 6 Months350%Reduction in cost per order266%Increase in reach across 7 countries2,506%Increase in ad recall liftRevenue growth for Under Armour in 7 markets across Asia, for brand.com and marketplace.View case study 
B2B
JustCo374% Increase In Goal Completions In 6 Months374%Increase in goal completions50%Lower cost per lead65%Increase in conversion rateSearch and paid media for JustCo’s office rental solutions, winning visibility for coworking searches and lowering the cost of each lead.View case study 
Sports Retail
Decathlon124% Increase In Traffic In 6 Months124%Increase in traffic47%Increase in clicks21%Increase in click-through rateMost traffic came from branded keywords. Primal focused on generic search queries to grow non-branded organic traffic.View case study
One Partner Across The Region
Our Bangkok office works with our colleagues in Kuala Lumpur and Singapore, and regional programmes run across Southeast Asia from all 3 offices.
Thailand
Our Bangkok office, with a team for every service we provide.
Malaysia
Our Kuala Lumpur office, for Malaysia and regional programmes.
Singapore
Our Singapore office, for Singapore and regional programmes.
Client Programmes Across The Region
Client programmes have also run in Indonesia, the Philippines, Vietnam and Hong Kong, designed and measured under a unified strategy from the 3 offices.
More On Multi-Market Marketing In Southeast Asia
Multi-market marketing in Southeast Asia is harder than it looks from a regional office. The platform mix differs by market, and the channels buyers in Thailand use to find a new brand are not the ones buyers use in Malaysia, Singapore, Vietnam or Indonesia. Language needs differ too. Buyers in Thailand search in Thai and in English, often for the same product, and each language changes how much content a brand needs and what kind. Comparable measurement is rare, because each local agency reports on its own definitions and its own tools, which leaves the regional leader putting one picture together from reports that were never designed to fit together.
Trusted By Ambitious Brands
Multi-market marketing run as an integrated programme, with a unified report that shows what is working. In a consultation we map your current markets, agencies and reports and what bringing them together would involve.
Request A Multi-Market ConversationYour Multi-Market Questions Answered
How many markets can Primal run?
Primal runs programmes across Southeast Asia and brings markets in one phase at a time, not all at once. Our senior teams work in our Bangkok and Kuala Lumpur offices, so Thailand and Malaysia are where our depth is greatest, and we design and measure programmes in the rest of the region from there. The exact answer depends on your channel mix and languages, which is what the multi-market conversation maps out.
Do we have to consolidate everything at once?
No. Most programmes start with 2 or 3 markets, show results on comparable measurement, then expand. Contracts and channel scopes transfer in phases, so no live campaign stops halfway. Switching every market at once adds risk without adding value, so we avoid it.
What happens to our existing local agencies?
Some programmes keep specialist local partners where they have real depth in a platform, a language or a channel. Consolidation means an integrated strategy and a unified measurement standard, so the work of every partner, ours included, is read on the same definitions and compared fairly.
How do you keep creative locally relevant?
The brand idea, the key messages and the creative direction stay the same in every market. Language, cultural references, platform formats and buying habits are adapted for each market by people who work in that market. We review that split as the programme grows.
How is a multi-market programme priced?
The fee is set by the markets and channels in scope, not by a flat regional rate. A search engine optimisation (SEO) programme in 2 markets is priced very differently from a 5-market programme across search, media and creative. The multi-market conversation sets out the approach first (the markets, the channels and the order they start in), and a scoped proposal follows from that.
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