What's Happening?
SAS, a global leader in data and AI, has been recognized with two major accolades at the Asian Experience Awards 2025 for its SAS-IDC Data & AI Pulse Integrated Programs for Asia Pacific. The awards were for the Singapore Brand Experience of the Year - Technology and the Singapore Digital Experience of the Year - Technology categories. The campaign was noted for its use of executive thought leadership and multi-channel stakeholder engagement, effectively cutting through the data and AI hype with credible content. Sameer Thakkar, VP of Marketing for Asia Pacific and Emerging EMEA, highlighted the campaign's grounding in independent research and regional insights, which helped deliver a cohesive brand and digital experience. The campaign aimed to provide valuable insights to help customers navigate the complexities of data and AI. SAS commissioned IDC to interview over 500 executives across eight countries, including Singapore, to uncover insights into the current environment and future priorities of organizations across multiple industries.
Why It's Important?
The recognition of SAS's campaign underscores the growing importance of AI in the Asia Pacific region, where organizations are increasingly investing in AI technologies. Nearly half of the organizations in the region plan to increase their AI investments by over 20% in the coming year, with expectations that AI initiatives will triple in ROI. This trend highlights the region's confidence in AI's potential to drive business growth and innovation. The campaign's success also reflects the need for credible and independent voices in the AI space, as executives are often overwhelmed by vendor noise. By providing research-backed insights, SAS has positioned itself as a trusted leader in the industry, influencing how organizations approach AI investments and strategies.
What's Next?
SAS's campaign has set a benchmark for how companies can effectively engage with stakeholders in the AI sector. The insights gathered from the campaign may influence future strategies and investments in AI across the Asia Pacific region. As organizations continue to explore AI's potential, there may be increased demand for similar campaigns that offer credible insights and guidance. SAS's approach could inspire other companies to adopt similar strategies, focusing on cultural awareness and trust to navigate the competitive AI landscape.
Beyond the Headlines
The success of SAS's campaign highlights the importance of cultural awareness and trust in marketing strategies, especially in diverse regions like Asia Pacific. By tailoring its approach to reflect cultural habits and communication norms, SAS was able to achieve significant engagement metrics. This approach may encourage other companies to consider cultural factors in their marketing strategies, potentially leading to more effective stakeholder engagement and brand experiences.
