SPH relaunches content marketing arm as SPH Content Lab

Singapore Press Holdings has once again launched a content marketing studio less than a year after rebranding its original offering.

The company has unveiled SPH Content Lab, a studio aimed at producing multimedia branded content across print, digital, video, radio and out-of-home.

Last May, SPH rebranded its initial division Content Studio to BrandInsider. Mumbrella Asia understands that BrandInsider will continue to exist within SPH Content Lab as the division’s digital specialist.

BrandInsider editor Cynthia Loh will be given the title of deputy editor of SPH Content Lab and will continue to directly oversee BrandInsider.

Serene Goh

The Straits Times Schools department Serene Goh has been appointed head of the new division. She will work with Tommy Lim, the head of the creative lab and Joanne de Rozario, the managing director of brand new media.

The relaunch of the content marketing division follows a difficult year for The Straits Times publisher. The company saw advertising revenue tumble by 13.5 per cent, or S$S22.7million, in the first quarter of the 2017 financial year, while profit before tax in its media division almost halved.

Newspaper and display ad sales fell 15 per cent and 16 per cent respectively while classifieds slid 12.5 per cent.The publisher said ad spending remained soft, with declines across the board.

Overall profit after tax tumbled almost 39 per cent to S$55.8m.


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