Regional Planning
One strategy for the region, adapted per market rather than reinvented in each one.
Trusted By 300+ Brand Partners
THE PROBLEM
The Cost Of Many Agencies Is Not The Fees. It Is The Drift
Every additional agency adds a translation layer between the strategy and the work. Briefs are re-interpreted per market. Learnings from one market stay in that market. Reporting arrives on different definitions, different tools and different timelines, so performance cannot be compared side by side.
Over time the brand tells a slightly different story in every market, and no one, including the regional leader paying for all of it, can see the whole picture at once.
THE PROGRAM
What A Multi-Market Program Covers
One Measurement View
Performance compared across markets on the same definitions, in one view, so a real conversation about what is working becomes possible.
Creative Consistency
The brand holds together across the region while the language and the context adapt to each market.
Cross-Market Learnings
What works in one market gets tested in the next, deliberately, instead of staying in a local report.
Local Depth Where It Matters
Language, platforms and buying behaviour respected per market, rather than flattened to fit a regional template.
One Commercial Relationship
One contract, one integrated Primal team, one conversation about the whole program.
THE OPERATING MODEL
Centralise What Compounds. Localise What Travels Poorly
Strategy, measurement and creative direction run centrally, because that is where the view across markets lives and where consistency pays for itself. One plan, one measurement standard, one creative platform.
Language, platform mix and cultural context run per market, close to the buyer. The split between the two is deliberate and it is reviewed as the program matures rather than fixed on day one.
"Regional scale is not the same brand pasted into more markets. It is one strategy that knows where to bend."
MARK MCDOWELL, FOUNDER + CEO, PRIMAL
How A Multi-Market Engagement Runs
A five-stage consolidation model. The program maps everything you run today, consolidates it into one plan on one measurement standard, adapts the strategy where the evidence says it must and runs as one team, with performance read across markets so learnings travel.
Map
Every market, channel and agency relationship you run today, with contracts, scopes, reporting definitions and where the plan actually lives in each market.
Consolidate
One plan and one measurement standard, phased by market so nothing critical is interrupted while the program moves over.
Adapt
The strategy localised where the evidence says it must be, across language, platform mix, buying behaviour and the moments that matter in each market.
Run
One integrated team across the markets in scope, working to the same plan, the same briefs and the same definitions of success.
Compare
Performance read across markets on the same standard, so what works in one market gets tested in the next and the program compounds.
-
Markets Run As One Program
Placeholder figure pending the client-supplied case metrics (#381).
7
-
Search visibility across the program
A regional program run as one engagement across multiple Southeast Asian markets, with one plan, one measurement view and creative that holds together market to market.
2.1x
-
Impressions
Placeholder figure pending the client-supplied case metrics (#381).
19M+
-
Markets On One Pipeline Standard
Placeholder figure pending the client-supplied case metrics (#381).
4
-
Qualified pipeline growth
B2B demand generation run across markets on one measurement standard, so pipeline in every market could be compared, prioritised and scaled on the same definitions.
187%
-
Return On Ad Spend
Placeholder figure pending the client-supplied case metrics (#381).
2.6x
-
Markets In The Search Program
Placeholder figure pending the client-supplied case metrics (#381).
5
-
Non-brand organic sessions
Search run as one program across markets, with learnings from the strongest market rolled into the next instead of rediscovered from zero in each one.
124%
-
Lower Cost Per Session
Placeholder figure pending the client-supplied case metrics (#381).
38%
FOOTPRINT
One Partner Across The Region
Offices in Bangkok and Kuala Lumpur, with regional programs run across Southeast Asia from both.
-
Thailand
Bangkok headquarters. Full delivery across every discipline.
-
Malaysia
Kuala Lumpur office, serving Malaysia and regional programs.
-
Singapore
Served by regional teams from both offices.
-
Southeast Asia
Multi-market programs run as one plan across the region.
IN NUMBERS
Multi-Market, In Operating Terms
Consolidation is a phased program, not a big-bang switch. Contracts, channels and reporting move over market by market, in an order that protects what is already working. Most engagements begin with two or three markets and expand as the model proves itself on comparable measurement.
-
100+
Multi-market migrations delivered in 10 years.
-
One
Measurement standard across every market in scope.
-
2 To 3
Markets most consolidations begin with before expanding.
DEEP DIVE
More On Multi-Market Marketing In The Region
Multi-market marketing in Southeast Asia is structurally harder than it looks from a regional headquarters. Platform mixes differ by market. The channels that carry discovery in Thailand are not the channels that carry it in Malaysia, Singapore, Vietnam or Indonesia. Language depth varies from market to market and with it the volume and quality of content a brand needs to hold its position. Discovery itself is fragmenting across Google and AI platforms such as ChatGPT, Perplexity and Gemini, and it is fragmenting at different rates in each market. Comparable measurement is rare, because each local agency reports on its own definitions and its own tools, which leaves the regional leader assembling a picture from parts that were never designed to fit together.
Trusted By Ambitious Brands
Multi-market marketing run as one program, with one view of what is working.
Request A Multi-Market Conversation
A working session mapping your current markets, agencies and reporting and what consolidation would involve. Findings returned within five business days.
FAQ
Multi-Market Questions, Answered
-
How many markets can Primal run?
Primal runs engagements across Southeast Asia, with consolidation phased rather than switched on everywhere at once. Our depth is strongest in Thailand and Malaysia, where our senior teams sit and we plan and measure programs across the wider region from there. The honest answer depends on your channel mix and languages, which is exactly what the multi-market conversation maps.
-
Do we have to consolidate everything at once?
No. Most programs begin with two or three markets, prove the model on comparable measurement, then expand. Contracts and channel scopes move over in phases, so nothing critical is interrupted mid-campaign. A big-bang switch adds risk without adding value and we plan around it rather than towards it.
-
What happens to our existing local agencies?
Some programs keep specialist local partners where they hold genuine depth in a platform, a language or a channel. The point of consolidation is not to end every relationship. It is to run one plan and one measurement standard, so every partner's work, ours included, can be read on the same definitions and compared honestly.
-
How do you keep creative locally relevant?
The brand platform, the message architecture and the creative direction hold across markets. Language, cultural references, platform formats and buying behaviour are adapted per market by people who work in that market. The split is deliberate. Consistency where the brand lives, adaptation where the buyer lives, reviewed as the program matures.
-
How is a multi-market program priced?
Pricing is scoped to the markets and channels in scope, not a flat regional rate card. A two-market search program prices very differently from a five-market program across search, media and creative. The multi-market conversation establishes the shape first (markets, channels, phasing) and a scoped proposal follows from that.
Where To Go From Here
View All Capabilities-
Market Entry
One partner for entering Thailand, Malaysia and the wider region, from first research to first revenue.
-
Strategy
Marketing strategy developed as a living plan, shaped by senior strategists and accelerated by INSTINCT.
-
Data
Measurement and intelligence wired through every engagement, so performance reads the same in every market.
-
Search
SEO and AI search visibility planned together, across the surfaces buyers now use to discover brands.
