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MediaCorp signs ads-for-equity deal with French skincare brand Crème Simon

Creme Simone logoMediaCorpMediaCorp has struck a deal with a French skincare company that gives the Singapore broadcaster equity in return for advertising space.

MediaCorp is to provide Crème Simon Singapore with ad space and airtime across its print, online, TV, radio and outdoor platforms and take a minority stake in the company, which launched in Singapore about a year ago.

The channels involved in the deal include Channel 8, LOVE 97.2 and women’s magazines Elle and Style, which will see Crème Simon Singapore’s parabens-free skincare products advertised across these channels.

This is the first time MediaCorp has struck such a deal.

Guillaume Sachet, MediaCorp’s head of strategic planning explained: “Media-for-equity investments are an effective way for MediaCorp to optimise advertising inventory and participate in entrepreneurial ventures with potentially strong returns. Instead of investing money, we’re investing advertising media. Crème Simon, an exciting brand that offers clear value for both its customers and shareholders, is an ideal partner for our first such investment.”

Felicia Soh, MD, Crème Simon Singapore, added: “We’re just taking our first steps in Singapore. We will benefit greatly from this partnership which gives us an immediate means to make Crème Simon a household name here. We chose MediaCorp because of its complete range of media properties and its deep understanding of its customer segments, including women.”

MediaCorp acquired Kapanlagi, an Indonesian digital media firm, earlier this year. In July, the company announced the selection of eight start-ups for its Mediapreneur incubator programme.

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