SPH rebrands content marketing arm

SPH logoSingapore Press Holdings has rebranded its two year-old content marketing arm, Content Studio, to BrandInsider.

The company has also put on more manpower, with creators with journalism, design and video backgrounds in place to produce content for brands across The Straits Times Online, AsiaOne, Business Times and Lianhe Zaobao.

The announcement:

Thursday, May 5 2016 – It’s been almost two successful years since SPH Digital first set up Content Studio, providing a content marketing solution for local advertisers to reach out to new audiences, and it’s high time for a makeover.
Content Studio will be renamed after its hero product, BrandInsider – a nod to its popularity with industry insiders.  

BrandInsider is a content hub that allows brands to create and cultivate their own brand voice on SPH’s well-respected platforms such as The Straits Times Online, AsiaOne, The Business Times and Lianhe Zaobao.

Since 2014, it has had more than 60 brand initiatives under its belt. These include Audi Singapore, Manulife, SIA and Delta Air Lines.

Not satisfied to rest on past laurels, BrandInsider will also be going through a makeover to better reflect its upcoming offerings.
To kick things off, the team has seen a 100% growth in headcount, with staff who bring well-rounded expertise in content marketing to the table, backed by more than 10 years of editorial experience that includes journalism, design and video to provide a more insightful approach to content marketing and storytelling for the local and regional market.
Armed with an intimate knowledge of local readers, the team continues to embark on projects that showcase the best of content marketing. In a nutshell, it is through the use of storytelling, impactful visuals, and powerful video to create memorable moments of inspiration for audiences.

In addition, the team can tap onto inside resources to provide analytics on audience targeting while riding on SPH’s Digital’s vast reach for a more effective and well-rounded marketing campaign.
Ms Cynthia Loh, Editor of BrandInsider, said: “As SPH Digital’s content marketing vehicle, BrandInsider combines the finest in SPH’s heritage of credible journalism, and the best practices of content marketing to innovate and create impactful native content that allows advertisers to amplify their brand message.”
To mark these changes, BrandInsider is also taking this opportunity to offer a refreshed masthead.

With the first of these changes, BrandInsider aims to excite and inspire industry leaders. Watch this space as we announce more details in time to come.
For previous campaigns by BrandInsider, click here.

Source: press release


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