MAD is a full-service marketing agency with its own customer platform. We plan your campaigns, run them, train your team, and make sure every campaign leaves you with customers you own.

Book a conversationSee how it works
What we do
4 practicesAgency · Activation · Academy · Accelerator
Led by
35 yearsYap Kok Leong (KL), in ASEAN telecoms and digital. Most recently Division CEO, Royal Group
Every campaign leaves you
Customers you ownOur AI Growth Engine builds your customer list, personalises every message, then suggests the next offer
Where
Phnom PenhHeadquartered in Cambodia, built for ASEAN

Marketing. AI. Digital.

Brands keep paying to reach the same people.

…and keep almost nothing they can use next time. Every campaign starts again from zero.

  1. 01

    Rented audiences

    Ads on Facebook, TikTok and Google reach people, but the platform keeps the relationship.

  2. 02

    Promotions that don't connect

    Samples, events and discounts create a first try, but no contact or permission is kept. Follow-up runs on phone calls and spreadsheets.

  3. 03

    One message for everyone

    The same message, on the same channel, to everyone costs more and sells less than a message that fits the person.

What if every campaign left you with customers you can talk to, and each one cost less than the last?

Our practices

The agency you know, plus a new engine.

Every service you already buy comes with one upgrade: the engine that leaves you with customers you own.

  • What you know

    Brand strategy, concepts and campaigns: the thinking that wins the market.

    New on top

    Creative made in versions for different customer groups.

  • What you know

    Roadshows, launches, sampling and content, run by our own crews.

    New on top

    Every contact becomes a registered customer with permission.

  • What you know

    Management workshops that turn your team into opportunity hunters.

    New on top

    Your team learns to run the platform, not only the campaign.

  • What you know

    Vouchers, membership and customer messages that bring people back.

    New on top

    Our platform: your customer list, personal messages, then AI offers.

How we grow with you

Three steps. Start small.

No big system project. Each step is sold on its own and builds on the one before, so nothing is rebuilt when you move up.

The AI Growth Engine wheel: channels on the outside, then the five-stage customer journey, the START, GROW and OPTIMISE modules, the IMPROMPTU dashboard, and your own customer database at the core.
  1. Step 1Start

    Build your own customer list

    Campaigns and activations that collect customers with permission to contact them.

    How you'll knowCost per new customer signed up

  2. Step 2Grow

    Make every message personal

    The right message and offer to each customer, sent to thousands at once, with vouchers that bring them to store.

    How you'll knowShare of customers who buy again

  3. Step 3Optimise

    Let AI suggest the next sale

    AI picks the next best offer for each customer, and customers refer their friends. Your team approves.

    How you'll knowRevenue per customer, referrals

IMPROMPTU · your live dashboard

Sits on top of every step. One dashboard. All knowing. First to know.

One customer, one loop

Meet Sophea.

An example: a food brand sampling a new product in Cambodia. Follow one customer through all five stages.

The customer journey · 01

Current stage: Aware

  1. Aware
  2. Explore
  3. Engage
  4. Commit
  5. Stay
A customer at the aware stage
  1. 01

    Aware

    Sophea sees the brand's TikTok Live and taps the link.

  2. 02

    Explore

    She enters her phone and address, confirms a code, and agrees to hear from the brand.

  3. 03

    Explore

    Her free sample is delivered. She tracks it in Telegram.

  4. 04

    Engage

    She rates it five stars in one tap and shares her family size.

  5. 05

    Engage

    She receives a personal 10% voucher for her first purchase.

  6. 06

    Commit

    She buys at her local store. The cashier scans the voucher.

  7. 07

    Commit

    A reminder arrives when the pack should be running out.

  8. 08

    Stay

    She gets an offer on a related product and invites her sister, who starts again at 01.

What the brand keeps

A verified customer who agreed to hear from it, with her rating, preferences, purchase and referral, all visible live.

Built-in controls

AI proposes. People decide.

The controls that make the platform safe for a brand to run.

  1. 01

    Your team approves

    The AI proposes three routes (lowest cost, most effective or balanced) with reach, cost and expected results. An authorised person approves before anything is sent.

  2. 02

    AI contact centre, humans behind it

    Live chat and voice in Khmer and English. AI answers from your approved answers; human agents handle every complaint or dispute.

  3. 03

    Permission in three levels

    Basic (phone, address), preferences, and verified ID only when needed. Customers can change or opt out at any time.

  4. 04

    Proof of extra sales

    A small group is not messaged, so every campaign proves the extra revenue it creates.

35

years running telecom and digital businesses across ASEAN, from CMO to Division CEO.

Yap Kok Leong (KL), Founder

The people behind the engine

MAD is new. The people are not.

Between us we have acquired, billed and retained tens of millions of customers.

  • See the routePortrait to come
    35 years

    Yap Kok Leong (KL)

    Founder · Strategy & Growth

    Turns your market complexity into a plan your team can execute. Most recently Division CEO, Royal Group.

  • Move peoplePortrait to come
    15 years

    Sambo Vatey

    Co-founder · Brand & Go-to-Market

    Makes your brand the one customers choose. MD of Hybrid; CMO at Cellcard and SEATEL.

  • Find the openingPortrait to come
    10 years

    Theng

    Innovation Lead

    Finds you a way forward when the obvious route is closed. Self-taught in coding and data science.

  • Make it workPortrait to come
    12+ years

    Pandu Yudhistira W

    Technology Lead

    Builds systems that work, and the teams that scale them. Scaled systems to US$100M a month.

  • Make it simplePortrait to come
    15 years

    Pramirtha Sudirman

    Product Lead

    Turns your complicated offer into something a customer gets in one look. Built the 1ENGAGE product.

Track record

What this team has done before.

Results delivered by MAD's founders in previous leadership roles.

  • YES (YTL) · MalaysiaSubscribers in the first 100 days of a nationwide launch250,000
  • Smartfren · IndonesiamySF user base (2022 plan), up from 7.64m in 202010.88m
  • Cellcard · CambodiaBranded stores from near zero; 75%+ of top-ups moved to digital3,500
  • Royal Group · CambodiaSubscriber share in three cities within six monthsNo.1
  • Smart Axiata · Cambodia4G LTE launch in Cambodia, after the Hello and Smart merger1st
  • Maxis · MalaysiaHotlink outlets; region lifted to 8% of national net adds+358%

Where our team has built

Royal Group · Cellcard · EZECOM · Smart Axiata · SEATEL · Hybrid · 1ENGAGE · Smartfren · Ncell Axiata · YES (YTL) · Maxis · NCS SingTel · Unilever · Compaq / Digital · Mesiniaga / IBM

Let's talk.

Tell us about the campaign you're planning. We'll show you what it could leave you with.

Emailhello@madbusiness.aiPhnom Penh, Cambodia