Dr Mumbo

The ‘Content Lab’ – so who had the company name first in Singapore?

There are so many companies in the marketing and advertising sphere these days, that it’s inevitable to see some common names occur.

And it seems the two entities going by the moniker of ‘Content Lab’ – you create within a productive scientific environment, geddit? – may soon be locking horns.

In one corner you have Singapore Press Holdings, which last week unveiled a revamped version of its content marketing arm entitled – you guessed it – ‘SPH Content Lab’.

SPH’s Content lab logo

All fine and dandy so far.

That was until Dr Mumbo got wind that another local start-up, also called ‘Content Lab’, had been registered with Singapore’s Accounting and Corporate Regulatory Authority since January of this year.

Wait so who is Content Lab?

And from what Dr Mumbo hears on the grapevine, the start-up isn’t entirely happy.

When questioned about the duplication, those wild and crazy creative scientists from SPH stated: “SPH Content Lab is not an entity that has been separately registered with ACRA but a content marketing unit within SPH Group, which was started last year.

“In our marketing efforts to the public, we have made it clear that this is an SPH offering by calling our product ’SPH Content Lab’.”

Fair enough, you can’t argue with that sort of lucid reasoning. But just last week, Dr Mumbo questioned whether there are only so many storylines to be used in an advertising campaigns given that there are only said to be six original plot lines in existence. Now he’s wondering if there are only so many ways to name a content marketing agency. Everyone seems determined to feature the words ‘content’ or ‘lab’, or both, somehow.

In fact, Dr Mumbo got inspired by this spat, He is thinking of starting his own such agency now. And he has a truly revolutionary idea for the name.

It will simply be known as ‘Lab of Content’. Now nobody has thought of that one yet have they. Sometimes Dr Mumbo is surprised by his own astonishing degree of creativity.


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