SPH rebrands content marketing studio once again, this time with the new name ‘Sweet’

Singapore Press Holdings has once again rebranded its content marketing offering. Previously called ContentStudio, then BrandInsider before getting the new label of SPH Content Lab in May 2017 – the division will now be known simply as Sweet, although BrandInsider will still exist as a “publishing platform”.


Despite this, the Singapore publishing house told Mumbrella there would be “one brand and one operational team” for the studio – with another acquired offshoot Brand New Media also being retired.

A spokesman explained: “This is the first time the advertising creative unit and the content marketing unit have been brought together as one team. The bringing together of the creative and content units is to evolve capabilities and best practice.”

Sweet will now look after existing clients including BNM and Content Lab as well as looking to attract new business both from brands and agencies by providing “top-of-class client solutions”.

The team at Sweet will include 125 people and SPH said there had been no job losses as a result of the restructuring, although it is understood that Brand New Media managing director Joanne de Rozario resigned in order to take up a new role elsewhere.

Half of the remaining 125 Sweet staff will be advertising creatives and the remainder will be made up of planners, strategists, inbound marketing specialists, the leadership team and others. 

Outlining the inspiration for the new name, the spokesman told this website it came from: “The Sweet taste of success – the essence of great marketing.”

In an unusual move, former Brand New Media CEO and industry veteran Damien Bray will take on the new job title of ‘chief sweet officer’.

Damien Bray Mumbrella ASia Travel Marketing Summit

Bray is excited about the rebrand

“This is an exciting time as we bring together the combined talents and experience from Brand New Media, SPH Content Lab and CreativeLAB, as well as THINK Inc., to add value and support to clients, as well as complement and partner with the capabilities of their agencies,” he said.

“I’m super excited to be leading such an amazingly talented creative and content team. We will also be introducing additional resources to help drive client ROI as well as expand the creative possibilities in areas such as immersive media and brand films.”

SPH chief marketing officer Ignatius Low, who took on the CMO role just four months ago, said: “With Sweet, we are able to maximise our considerable pool of resources in the creative and content marketing areas, ensuring that we give the best possible experience and outcomes to our clients.”

It’s all about client outcomes, says Low

The team at Sweet have apparently been in discussions with industry professionals at Dentsu Aegis Network, OMD/PHD, Group M, IPG and Publicis since mid-June over the future of content marketing.

Explaining why the firm chose to involve the agencies when developing the new model, a spokesman for SPH told Mumbrella: “Agencies continue to be key partners as they have always been.” 

Asked if the move was designed to placate agencies, which might be worried that SPH would compete with them and take away some of their business, the spokesman said: “Not at all. Agencies have been using these services for many years as separate units. They can now do so as one unit.”


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