Following a successful PR campaign last quarter, a client asked me a straightforward but significant question: “Now that we’ve generated this buzz, how can we measure our brand awareness in the market?”
It’s a fair question, but one that oversimplifies what it takes to establish a brand’s presence in a diverse and dynamic region like Southeast Asia. Building brand awareness here is never a sprint; it’s a marathon requiring sustained effort, ongoing campaigns with strategic adjustments, and a concerted push to deliver genuine impact.
I’m Leighton Cosseboom. Most people know me as a marcomms operator for tech, venture capital, and institutional investors in Jakarta. However, with the venture ecosystem that has been reset following a proper downcycle, I’ve chosen to embark on a fresh and practical company-building journey; a new kind of marketing outfit in Southeast Asia.
While my professional reputation has been built in tech and venture, the portfolio actually features a spectrum of industries including FMCG, financial services, clean energy, automotive luxury goods, and more. It’s this multi-vertical perspective that informs me and my partner’s approach to marcomms in Southeast Asia—a region where building trust, creating experiences, and demonstrating genuine impact is more important than traditional PR tactics.
Marketing Isn’t About Control—It’s About Empowering Conversations You Can’t Own
In Southeast Asia, attempting to control the narrative often backfires. Trust here is built through authentic, two-way dialogue. Consumers value transparency, as evidenced by a recent Adobe study that shows 60% of Southeast Asian consumers will stop purchasing from brands that break their trust. Meanwhile, 96% of Gen Z consumers in Singapore, specifically, expect brands to be transparent and accountable.
One of my biggest wins last year involved coaching a management consultant to embrace unscripted conversations during press gatherings. The result? That person is now top-of-mind for journalists seeking expert opinions for stories, generating tens of thousands of dollars in PR value monthly for the client and delivering a raft of new inbound clients regularly.
This success highlights that marcomms done right isn’t about tightly scripted campaigns or sexy paid advertising strategies. Instead, it’s often just about simply being confident enough to participate authentically in public discourse with intellectual honesty.
Actions Speak Louder Than Press Releases
Relying solely on PR to build your brand is a mistake in a region where actions matter more than words. A separate barometer recently revealed that 52% of respondents believe businesses are not doing enough to address climate change. 46% of the same cohort say the same about economic inequality when it comes to upskilling and re-skilling workers for the modern economy.
A corporate client recently approached me about a campaign promoting their reduced use of plastic in their signature bottled water. Upon closer inspection, I discovered the reduction was negligible, addressing only the thin plastic around the bottle cap.
Forgoing what would have been a lucrative campaign, I advised them to hold off on PR until they had a more significant sustainability achievement to share—something that could more genuinely resonate with savvy audiences. While it wasn’t in my immediate best interest, I believe it was the intellectually honest call and the brand recognized this as well.
Content Alone Doesn’t Build Brands—Experiences Do
Research shows that 91% of modern consumers have more positive feelings about brands after attending in-person events with products they can see and touch, and 85% are more likely to make a purchase following such interactions. This is particularly true in the consumer-driven economies of Southeast Asia.
I found myself re-discovering this firsthand last year while helping a client launch a new digital-native beauty brand. The initial strategy focused on sending PR to journalists and simply getting the word out. But after an intellectually honest post-op, the campaign’s end result was mediocre at best.
I was forced to take a step back and remember that, spoiled for choice, consumers in the region’s largest market of Indonesia demand tangible experiences—real products sent to journalists for review and shared with social influencers who can authentically advocate for the brand. For our next campaign, we’re prioritizing this kind of experiential marketing. Lesson re-learned.
Looking Ahead
As regional brands plan for growth in 2025, it’s crucial to remember that in Southeast Asia's fragmented comms landscape, success isn’t measured solely by how loudly you shout but by how effectively you connect. Whether through empowering conversations, meaningful actions, or unforgettable experiences, building a brand here requires authenticity, creativity, and a commitment to delivering real value.
Southeast Asia's fragmented comms landscape, success isn’t measured solely by how loudly you shout but by how effectively you connect. Whether through empowering conversations, meaningful actions, or
Mission Media is a PR, marketing, and creative consultancy built for the now in Southeast Asia. A future-focused reputation partner, we boost your brand’s influence, equity, and share of voice in the local market. Check out our services and book a discovery call today.
