SCMP launches new brand campaign highlighting the influence of trusted journalism on decision-makers

Hong Kong – South China Morning Post (SCMP) has launched ‘Influence Reads SCMP’, a new brand campaign that spotlights the role of trusted journalism in shaping the decisions of business leaders and influential figures across Asia.

The campaign features six prominent personalities from Hong Kong and the region spanning sport, finance, business, and public service, each sharing the belief that informed decisions begin with credible news and trusted reporting. It also expands SCMP’s wider community of 30 influential individuals who have participated in previous editions of the campaign.

Featured personalities include Stephanie Au, a five-time Olympian from Hong Kong; Frederick Chin Voon Fat, head of group wholesale banking and markets at UOB; Christina Gaw, managing principal, global head of capital markets and co-chair of alternative investments at Gaw Capital Partners; Dr Peter Lam, chairman of the Hong Kong Tourism Board; Li Xiaopeng, Olympic gymnastics champion; and Michael T. Smith, group chief executive at Hongkong Land.

Running from 17 June to 31 August, the campaign will appear across print, digital and video channels, alongside out-of-home placements in high-traffic locations, including the Hong Kong International Airport baggage reclaim hall, MTR stations, five “Ding Ding” trams, and various SCMP events.

The campaign is accompanied by a new study conducted by SCMP in partnership with HarrisX, titled ‘The Intersection of Influence’, which examines how audiences engage with trusted news environments and the implications for brands.

Among its findings, the study revealed that 68% of Hong Kong adults consume news apps with full or major focus, the highest level of active attention recorded across digital channels surveyed. Meanwhile, 61% of respondents said news content remains with them long after reading, with the effect even more pronounced among higher-income, highly educated readers and business decision-makers.

The research also found that 70% of business decision-makers feel significantly more positive about brands that advertise or partner with news sources they trust, pointing to the value of trusted editorial environments for marketers seeking to strengthen brand perception.

Commenting on the campaign, Paul Phillips, Marketing Director at SCMP, said, “News is influencing the influential, and that insight drives our new brand campaign, ‘Influence Reads SCMP’, which features our reader and partner communities across Hong Kong, the Chinese Mainland and ASEAN. It celebrates our readers who don’t just read to stay informed; they read to lead, relying on SCMP’s unrivalled perspective about China and Asia. Brands that stand with trusted news media drive lasting influence.”

Meanwhile, Kevin Huang, Chief Operating Officer at SCMP, said the campaign reflects the publication’s long-standing emphasis on trust and editorial integrity.

“Decision-makers read with purpose and act on insight, making them the priority audience for brands. By leveraging highly influential news platforms rooted in editorial integrity, brands can seamlessly align themselves with trusted content to drive deeper engagement. Trust has always been the cornerstone of SCMP, a value that is becoming increasingly essential yet rare today. This study’s findings and our recent brand campaign ‘Influence Reads SCMP’ highlight these fundamental values and the deep-seated trust SCMP shares with prominent leaders and changemakers,” Huang said.

Alex Braun, Chief Strategy Officer and Global EVP at HarrisX, added that the study shifts marketers’ focus from simply measuring reach to understanding audience attention.

“The job is not just to buy more exposure, but to understand which environments create the right kind of attention for the task at hand,” Braun said.