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Ex-King Content Singapore boss Peter Bakker launches new content marketing agency

The founding boss of the-now defunct King Content Singapore has officially launched his own content marketing agency.

Peter Bakker, who led King Content as commercial director between 2014 until January this year, has launched Immedia in a bid to fill the void left by the former content marketing leader.

Bakker will head up Immedia as managing director alongside partner and chief operating officer Richard Jones, who has joined the agency from the Singapore-based company Appsmakerstore.

Richard Jones

Jones has spent the last four and a half years at the mobile app development platform as chief commercial officer, having led it from its Beta stage of development.

Together, Bakker and Jones will work with clients such as HP, Mundipharma, Azteq Ventures, Sunway Group, Asian Golf Industry Federation and Sansan, among others. Bakker said the agency expects to sign up another seven clients by the end of the week.

He said: “Content marketing continues to remain more relevant than ever in Asia. With the sad demise of King Content, we are well positioned to help brands out with their strategy and content needs. We have already signed up companies in Singapore and Malaysia and are looking to grow regionally,”

Although Bakker was a founding member of the Asia Content Marketing Association five years ago, he said he eventually left because “organisation did not attribute enough to the overall industry” He added that he would wait to see if ACMA’s recent revamp “addresses these issues” before considering rejoining with Immedia.

King Content was once regarded as one of the most promising content marketing agencies in Asia-Pacific, boasting clients such as Changi Airport and the Economic Development Board in Singapore. 

Owing to its success, the agency, which had offices in London, New York, Sydney and Hong Kong, as well as Singapore, was bought by media monitoring agency Isentia in 2015 in a deal worth $48 million.

Less than 18 months later, Bakker became one of the first senior figures in King Content to walk from the agency at the beginning of 2017. His departure was followed by that of Singapore strategy head Daniel Hochuli, who left to join LinkedIn in April, and Singapore-based global strategy boss Hedvig Lyche, who exited in October.

In July, the writing appeared on the wall when Isentia closed down King Content’s offices in Hong Kong and New York, although claimed Singapore’s would remain intact. 

Months later, the company decided to axe the brand altogether, writing off $37.8m of its investment and eventually making King Content’s members of staff redundant in Singapore and Australia. 

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