When it comes to Creative and marketing solutions for small and medium-sized enterprises (SMEs) in Malaysia (and most of the world), it is usually a DIY option or there are limited options out there. Most SMEs have been creative in how they market and develop content, but maybe there is a better way.

OpenCreative works with APU’s students, under the guidance of experienced creative leads to develop top-notch content marketing products for SMEs. This partnership not only aims to elevate the quality of creative content production in the digital space but also offers a unique platform for students to gain invaluable real-world experience, thereby enhancing their skills and employability.

To find out more, we spoke to Randy Too, Director and Co-Founder of OpenMinds Group and head of OpenCreative. We delve into Randy’s perspective on the potential of the SME ecosystem in Malaysia, the role of OpenCreative in shaping the future of content production, and the impact of this partnership on nurturing the next generation of creative talent.

How does this partnership work? What would an SME be able to get from working with you?

The OpenMinds x APU Student Agency Programme was conjured to integrate real-world working experiences for the creative students from APU’s School of Media, Arts, and Design (SoMAD). Under this initiative, students from SoMAD engage in internships where they work on actual client projects, allowing them to acquire practical skills and knowledge. 

This programme will be mentored by the Leadership Team of OpenMinds, which boasts extensive experience in creating impactful digital media content for brands across various industries. Mentoring provided by this team ensures that students receive guidance and support throughout their internship period. 

Through this partnership, SMEs stand to benefit significantly. With a starting investment cost as low as RM1,500 per month, SMEs can gain access to a range of services tailored to their needs. This includes a custom Content Calendar curated specifically for the brand (suited for its industry), along with top-level content advisory. Other services offered also include creative content creation, such as copywriting, short videos, and graphic design.

Moreover, SMEs can also expect up to eight (8) creative content pieces produced in a month, enhancing their digital presence and engagement with their target audience.

Could you explain what is OpenCreative and what does it do?

OpenCreative is a partnership between OpenMinds and Asia Pacific University (APU) aimed at providing real-work experiences to APU students while offering affordable yet high-quality creative content for clients’ digital presence. 

OpenMinds is a dynamic Marketing Technology advisory team of digital strategists, tech engineers, creatives and analysts; backed by a leading brand presence in Malaysia and Hong Kong, focused on data-driven approaches to solve business and marketing challenges across various industries such as FMCG, Property, Finance & Insurance and more.

On the other hand, APU is renowned for its commitment to nurturing highly competent and future-proof professionals through its innovative educational programs. By collaborating with APU, OpenCreative gains access to a pool of talented students eager to gain hands-on experience in the creative industry. 

Together, OpenCreative not only provides valuable work opportunities for APU students but also offers clients affordable yet top-quality creative content for their digital platforms. This synergy between industry expertise and fresh talent ensures that OpenCreative delivers innovative and effective solutions to meet the evolving needs of clients in today’s digital landscape.

What problem are you aiming to solve in Malaysia’s SME market?

The problem we aim to solve in Malaysia’s SME market is the lack of resources and expertise for establishing a strong digital presence, particularly on platforms like Facebook and Instagram. Many SMEs recognise the importance of having an online presence but struggle to maintain a consistent posting schedule due to limited sources. 

Additionally, there’s often a challenge in balancing the cost of hiring someone to create content with the need for quality and strategic planning, as hiring a fresh graduate individual to just create content would not suffice without a clear strategy (content calendar, at the very least).

Thus, OpenCreative addresses this issue by offering affordable monthly retainer fees and leveraging the experience of OpenMinds’ team to provide SMEs with strategic content planning, high-quality content creation and value for their investment. We hope that by offering a low point of entry and a comprehensive approach, we can empower SMESs to effectively leverage digital marketing to grow their business.

Furthermore, our program also serves as a platform for SMEs to identify and potentially cultivate talent that aligns with their brand goals, offering the potential for future hiring opportunities and strengthening the local talent pool. 

Do you see this as a potential growth segment for the company?

Yes, definitely. As mentioned above, brands are constantly seeking assistance from agencies for content postings, both SMEs and large brands alike. With over 12 years of experience, OpenMinds has built a solid reputation for providing digital positioning consultation to brands both locally and internationally. Among the range of services requested by clients, social media postings consistently rank high in demand.

Recognising this trend, OpenCreative sees a significant growth opportunity for our company. We wanted to leverage our expertise and experience with larger companies across Asia and bring some of the value to local businesses and SMEs.

This strategic approach not only aligns with our overarching goal of expanding our client base but also reinforces our commitment to providing comprehensive and effective digital marketing services to businesses of all sizes.

What’s next for OpenCreative?

For the short to mid-term goals, OpenCreative aims to continue assisting SMEs locally by providing them with an affordable platform for their digital marketing initiatives. Specifically, we’re focusing on industries such as F&B, apparel, and entrepreneurship. We’re eager to work with brands in these sectors and help them boost their online presence.

Looking ahead, in the long run, we envision brands being able to create their own content with our support. Additionally, we aim to expand our reach beyond the local market and establish a presence in the ASEAN region.

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