By
Matthew Hearfield
April 24, 2025
Updated
April 24, 2025
What does it take to build a successful digital agency in Southeast Asia—without outside funding, in a market still catching up to digital?
In this episode, Andrew Turner shares how he and a small team turned a shoestring SEO project into a full-scale digital agency in Malaysia that caught the attention of global network Dentsu. Along the way, he explains why timing, adaptability, and data-driven thinking were key to their growth.
Listen to the full episode below:
Digital Transformation in Southeast Asia
Digital transformation is going to be driven by AI because AI is going to be able to adapt and, so much faster than, than humans can... I mean, it's just going to advance. So much over the years. It's scary.
Andrew's experience is an example of how digital transformation has evolved from a niche concept to a central business imperative in Southeast Asia. When he arrived in Malaysia over a decade ago, few companies truly understood the potential of digital advertising and automation. He initially leveraged digital tools out of necessity due to budget constraints, particularly when organising cost-effective events in expensive markets like Singapore.
He emphasises that true transformation doesn’t always start with flashy technology. Instead, it's often about small, impactful process changes, like quicker customer responses or improved tracking of interactions, simple shifts that have exponential impact when implemented across entire organisations.
Entrepreneurship and Building from the Ground Up
I just basically went to every digital advertising firm that seemed like they were doing something special here in Malaysia. I just wanted to learn and just be like a sponge.
Andrew’s story of co-founding a digital agency in Kuala Lumpur is a classic entrepreneurial journey rooted in improvisation, hustle, and vision. What began as conversations around a swimming pool turned into a company that would later be acquired by Dentsu, one of the largest advertising networks in the world.
This journey underscores the power of opportunistic thinking, especially in emerging markets. Andrew didn’t wait for the perfect conditions; he started small, offering SEO services in exchange for office space, and continuously scaled by absorbing knowledge and forming the right partnerships.
Value of Data in Advertising
They were doing something quite special in the way that they were using data to drive their results. Now, that's just obvious, but back then, buying digital ads just like they buy newspaper ads or something like that.
Before data-driven marketing became mainstream in Southeast Asia, Andrew recognised its power. He transitioned from traditional event promotion into performance-based digital advertising, seeing firsthand how data could offer insights previously unavailable through offline channels.
Andrew’s agency approached clients with a consultant’s mindset, using analytics to tailor campaigns and prove ROI. This early emphasis on measurable outcomes gave his agency an edge, making it appealing to multinational buyers like Dentsu.
Blockchain and continued innovation
Understanding and appreciating what that is, you can't just be selling something if you don't understand it. Getting to the heart of what you're doing is probably the most important thing.
After exiting his digital agency, Andrew embraced blockchain, a testament to his mindset of continual reinvention. His work on a B2B blockchain settlement token in Malaysia reflects the emerging use of decentralized finance (DeFi) in real-world commercial settings.
This project tackled challenges around settlement efficiency and transparency, proposing solutions like digital currencies and smart contracts tailored to Malaysia’s economic ecosystem. While blockchain remains an emerging field, Andrew’s work underscores its potential beyond speculation, in supply chains, trade, and financial operations.
Key takeaways
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Andrew highlights how digital transformation in Southeast Asia began with small, practical tech shifts that evolved into essential business strategies powered by AI.
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He shares his journey of launching a digital agency from scratch in Malaysia, turning a grassroots idea into a successful business acquired by a global firm.
- Andrew emphasises the early advantage of using data to drive advertising performance, transforming how clients understood and invested in digital marketing.
- After his agency success, Andrew ventured into blockchain, developing B2B settlement solutions to tackle inefficiencies in financial and business systems.
Article and quotes have been edited for brevity and clarity.
