31 YEARS OF COLLABORATION
ASIA MARKETING FEDERATION
 

Asia Marketing Federation (AMF) is a collaboration platform for all the marketing associations in Asia. Originally founded in 1991 as Asia Pacific Marketing Federation (APMF), it evolved into AMF in 2007.

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31 YEARS OF COLLABORATION

asia marketing federation

Message from the founder
On Becoming An Entrepreneurial Marketing Association

When the Indonesia Marketing Association (IMA) began to be active again in the Asia Pacific Marketing Federation (APMF) in 1996, it was immediately busy as the host of the APMF event in Bali a few months later. At that time, economic conditions in Asia were moving up along with implementing the Flying Geese principle in regional economic development. So, of course, optimism is strong among the National Marketing Associations (NMAs), which are members of APMF.

The crisis that hit parts of Asia in mid-1997 came as a shock to the countries affected. They never imagined there would be such a crisis. So there is no anticipation.

Indonesia is a country that was later affected by the Asian crisis that emerged in mid-1997. In May 1998, racial riots occurred, which later developed into a multidimensional crisis. But I was reminded by one of Indonesia's business leaders, who have a global network, Mochtar Riady, who stated that the crisis in Mandarin was Wei Ji, Threats and Opportunities.

Due to the multidimensional crisis, the Indonesian currency fell drastically in value. So when traveling abroad, the costs that must be incurred are many times higher than before the Asian crisis. But after Indonesia experienced a multidimensional crisis, I actually received an invitation to Russia to present my model in the insertion of Warren J. Keegan's book Global Marketing Management and will talk with Philip Kotler.

I decided to go to Russia. I remember that the late JJ Roses from the Philippine Marketing Association also left for Russia. Incidentally, the Philippines was not badly affected by the Asian crisis at that time, as happened in Indonesia, South Korea, and Thailand.

As I have told many times later, in Russia, it was an opportunity for me to have a one-on-one talk with Philip Kotler and to start a long partnership until now, starting with the writing of the book Repositioning Asia. What about APMF? The crisis that occurred from 1997 to 1998 prompted me to propose the establishment of the APMF Foundation, derived from the unused contributions of AMF members, even though Indonesia and IMA were not in good financial condition at that time.

After the 1997-1998 Asian crisis, Asian countries had even better economic conditions. So I also thought about repositioning APMF to become an Asia-based organization, from what was once broad to Australia and Canada. The momentum for the change of APMF to become the Asia Marketing Federation (AMF) was then realized when Philip Kotler visited Jakarta in 2007 to coincide with the 40th anniversary of ASEAN.

Since 2007, AMF has grown rapidly, both in terms of the number of NMAs and activities. Whereas from 2007 to 2022, there were many big changes in the world. From the global financial crisis in 2008, the disruption triggered by the rapid emergence of various technology companies from 2010 to 2019, to the COVID-19 pandemic and the war in Ukraine.

What does it mean? In 1998, I included a crisis perspective by referring to crisis writings according to the Chinese Wei Ji script, 4C's analysis, and PDB in the Repositioning Asia book, so since 2020, I have introduced the concept of Entrepreneurial Marketing, which has the core concept of Creativity, Innovation, Entrepreneurship. and Leadership (CIEL). The concept will be the tenth book with Philip Kotler and also co-written by Hooi Den Huan and Jacky Mussry.

If the 4C's analysis and PDB are adopted by companies and institutions and applied to reposition APMF to AMF, what about the Entrepreneurial Marketing concept? By looking at the various creativity and innovations that have emerged since 2020, such as Asia Marketing Day and the publication of The AMF Journal, I believe that AMF is in the process of becoming an implementer of Entrepreneurial Marketing concept. The process will be even better if the NMAs, which are members of AMF, also become the implementers of Entrepreneurial Marketing concept.

Hermawan Kartajaya
Founder
Message from the President
Welcome to Asia Marketing Federation

I take this opportunity to thank all our members for entrusting me this responsibility and giving me the opportunity to lead this exclusive organization of all the marketers of Asia. I must also thank the Founder of Asia Marketing Federation, Pak Hermawan Kartajaya and our immediate past President, Professor Boojong Kim for their leadership during the grave pandemic crises, which they along with all the others faced with great courage and professionalism. They ensured that we continue our journey to embark upon our purpose of creating and disseminating marketing knowledge across global frontier.

 

During these times of dramatic change and uncertainties, it is extremely important that we draw all our collective wisdom and competences to ensure that we as a single community, not only tackle the qualms, but also help the entire marketing fraternity of our region to convert the threats into opportunities. Our Brand is an outcome of a perpetual process, which implies that it will continue to evolve as people, markets, businesses, and societies constantly change as living systems. As a brand we must continue to evolve to keep pace with the evolving humanity.

 

We should uphold the beauty of diversity and connectivity, cherished and built by our past and present leadership, with an aim to build a sustainable tomorrow. This will require that we undertake a long-term strategic plan, to ensure continuity of our core values. I believe, with the support from our First Vice President Mr. Jack Yao and our Second Vice President Mr. Roger Wang, we will present a five-year evolving plan for us to pursue. At the same time, we should spread our wings beyond our present horizon and move across Central Asia and if possible touch the Middle East.

 

In ensuring greater bondage and worthwhile outcomes, we should also attempt to offer solutions for the global business by connecting with private sector business associations of the world and organize engaging events. In this world driven by technology, our approach towards building and promoting technology for humanity and human wellbeing requires further consolidation. This can be strengthened through cultural exchange programs showcasing cultural diversity to build enhanced respect. In the present-day global mistrust, this approach is one of the major ways to not only bridge gaps but rather build bridges upholding respect for each other. I look forward to working together and take the ethos of Asian marketing as the driving marketing principle for the world to follow and learn from.

Sincerly,
Professor Syed Ferhat Anwar
President, Asia Marketing Federation (AMF)

AMF

Board of Management
Meeting 2023

 

AMF's Annual Meeting 2023 at The Grand Postal Office, Bangkok

Jakarta,Indonesia – Wednesday (6th Dec. 2023), Honorary Founder of AMF Mr. Hermawan Kartajaya, President of AMF Prof. Syed Ferhat Anwar President, 2nd Vice President of AMF and President of MIS Mr. Roger Wang, Dr. Teng Rithy from MAC and Mr. Andi Rahim as VP International Relations of IMA signed AMF-ASEAN Caucus Declaration.

Top 10 Trends

Of Marketing
In Asia 2023

 

01. Digital Twin

Part of the metaverse is getting it real. From augmented reality, DIGITAL TWIN is a revolutionary way of reaching targeted customers in ...

01. Metaverse Technology

Part of the metaverse is getting it real. From augmented reality, DIGITAL TWIN is a revolutionary way of reaching targeted customers in the metaverse universe, driving, strengthening, and creating new revenue streams. Its immersive nature supports the new digitization efforts to create and introduce new products and services and even engage clients that open opportunities.

Avatars or participants in the DIGITAL TWIN ecosystem have greater control over his/her identities and the discreetly approved release of data. Avatars are also able to expand their level of engagement and extend their range of experiences into virtual venues and ecosystems that can be integrated with digital currencies.

02. Nature technology - solution to address climate change

Nature Technology concerns the interrelated casual challenges of climate change and nature loss with the aim to improving ...

02. Neuro-Linkage

Nature Technology concerns the interrelated casual challenges of climate change and nature loss with the aim to improving global climate, nature, and improve sustainability goals.

Nature Technology includes any technology that can be applied to enable, accelerate and scale up Nature-based Solutions (NbS). NbS helps preserve the existing ecosystems, awaken both public and private sectors to be more aware of managing land more efficiently, to restore the natural environment, and most importantly ensure resource-poor economies can thrive in order to support their daily needs. Artificial trees are fast being deployed to balance oxygen and carbon dioxide in rain forest around the world to mitigate climate changes.

03. Smart clothing

Nano sensors built into your apparel and shoes help keeps you safe and healthy. Imagining shoes that helps you calculate calories as you go ...

03. D A O

Decentralised Autonomous Organisation

Nano sensors built into your apparel and shoes help keeps you safe and healthy. Imagining shoes that helps you calculate calories as you go about doing your daily chore or exercise, and clothing that monitors your temperature and heart beat, and with AI might help prevent heat stroke or hear related diseases with AI. Sensors can alert you on crowdedness for security management, and will be useful for sportsmen, the medical sector etc.

04. Wireless electricity

While many of us are already familiar with QI standards for wireless charging of our mobile handsets. Imagine wireless ...

04. GameFi (Game Finance)

While many of us are already familiar with QI standards for wireless charging of our mobile handsets. Imagine wireless charging of devices or devices like TV being powered by Wireless Electricity in the confine of your rooms. Gone are the days of messy wiring and cables to establish a power port to get connected to your devices, and equipment.

05. Taste of Virtual Food

While users are digitally immersed in the virtual world, there comes the possibility to taste the flavours of Virtual Food ...

05. NFT and Art Investments

While users are digitally immersed in the virtual world, there comes the possibility to taste the flavours of Virtual Food. The Norimaki Synthesiser is one such device that users explore umami in the virtual world of the Metaverse. It turns a boring meal into a Michelin star culinary experience as taste can now be artificially enhanced or reduced to bespoke to each individual.

06. The Future of travel

Hyperloop may just revolutionise travelling. A revolutionary form of ground travel at speeds of up to 1100km/h ...

06. Space Tourism

Hyperloop may just revolutionise travelling. A revolutionary form of ground travel at speeds of up to 1100km/h. This is the vision of a transportation system that is faster, cheaper and more efficient than trains and airplanes. It involves POD travelling at super high-speed in a sealed tube or tunnel from point A to point B.

07. Digital Perfume

Perfume distributed in a digital format instead of the traditional liquid or vaporised form. Digital perfume can ...

07. Web3 - The Next Internet

Perfume distributed in a digital format instead of the traditional liquid or vaporised form. Digital perfume can be sensed in digital platforms like virtual reality, augmented reality or through interactive websites or mobile apps. Digital perfume is often used as a marketing tool to promote traditional physical fragrances by allowing consumer to experience the scent in a virtual environment before purchases are made. It can technically influence your buying decisions. Digital Perfume works like white noise technology in a retail environment, where certain melodic tempos promote a relaxing atmosphere, high fast pitch music encourages faster swallowing of your food during lunch time crunch. In similar fashion, smells invoke a certain behaviour like pine wood scent helps promote relaxation, while high citrussy scent, invokes a high level of concentration and alertness.

08. Predictive Crime Prevention

With the huge deployment of surveillance systems, the gathering of data allows AI to analyse ...

08. Immersive Buy Journey

With the huge deployment of surveillance systems, the gathering of data allows AI to analyse and predict crime before it even happens. Huge data gathered over a period of time has patterns and trend signature of criminal activities. Such informed decision allow law enforcement agencies to proactively deploy resources and plan strategies to prevent crimes from happening. Such enforcement can be deployed in both the real world and the virtual world.

09. Moon mining

There is an increased interest in mining minerals from the Moon to alleviate space travel. It is believed, for humanity to ...

09. 3rd Dimension Mobility

There is an increased interest in mining minerals from the Moon to alleviate space travel. It is believed, for humanity to colonize Mars, the moon has a number of resources like rare earth elements, water ice and helium 3 which is a potential fuel for fusion reactors. The success of space travel is significantly impacted by the success of moon mining.

10. Generative Artificial Intelligence

The ability to produce totally new product and new knowledge by using data from deep machine learning and artificial intelligence journey is known as ...

10. Generative Artificial Intelligence

The ability to produce totally new product and new knowledge by using data from deep machine learning and artificial intelligence journey is known as Generative Artificial Intelligence. Such capability has grown ten fold since 2018. Its core capability in four key areas spell vast potential.

  1. Quasi life-like images and modes where it not only mimic human facial expressions, it display human emotions.
  2. Sequence to sequence GAI give rise to the concept of real-time multilingual robotic response.
  3. Support by hundreds of millions of images, GAI shave off value time and money at accurately recognizing objectives and images based on deep learning algorithms.
  4. GAI pools disparate data points to generate artificial images that accurately resembles human face, smart machine learning program that can train for handwriting and text sequences that resembles text recognition produced by human hands.

This technology translates to the future of digital passports - where applied with smart facial, iris, voice recognition allowing travellers to move across borders and countries seamlessly, safely and with efficiency.

10. Energy from outer space

Space-based solar power is a concept for generating electricity from solar energy in space and transmitting it ...

10. Generative Artificial Intelligence

Space-based solar power is a concept for generating electricity from solar energy in space and transmitting it to Earth. Solar panels are deployed in orbit circumventing the earth to maximise exposure to constant sunlight. With the use of microwaves or lasers to transmit electricity generated by solar panels back to the Earth Surface. Such concept literally allows for the generation of electricity around the clock, without disruption from weather or atmospheric conditions.

Our Recent

Activities

 

The pandemic has caused entrepreneurship thrived. Therefore, AMF see the urge of having seminar by some of the best entrepreneur all over southeast Asia.  The event held also by MarkPlus, Indonesia’s premiere and pioneering marketing consulting company.

AMF Annual General Meeting - Asia Marketing Day 2023, Bangkok, Thailand

World Marketing Forum 2023

AMF Programme Outline-3

AMF Board of Management Meeting

Asia Marketing Day 2021

Asia Marketing Day 2021

Asia Marketing Day 2021

Asia Marketing Day 2021

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The Rise of Entrepreneurial Marketing

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AMF secretariat

Roppongi YAMADA Building 9F, 3-5-27 Roppongi, Minato-ku, 106-0032
Tokyo – Japan

P. 03-5575-2101
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