Hong Kong – The South China Morning Post (SCMP) has launched ‘Morning Studio Amplified’, a new advertising solution that extends branded content created by its in-house team to external platforms, including connected TV, digital outdoor displays, and YouTube.
Kevin Huang, chief operating officer at SCMP, said, “Morning Studio Amplified is a natural evolution for clients. In the past year, I have checked into hotels to be greeted by Morning Studio work done for the hotel brand, and I have walked past properties that displayed Morning Studio videos on their outdoor screens.”
“This new solution allows marketers to leverage SCMP’s trust and credibility, delivering unified creatives and messaging across the fragmented media ecosystem. Brands can now optimise their media investments across multiple channels, extending beyond SCMP’s owned platforms and driving greater impact and engagement,” he added.
Morning Studio, SCMP’s commercial content arm, produces around 200 branded content pieces annually, with a growing focus on video. The team brings together brand strategists, multimedia designers, and editorial specialists to craft stories that balance newsroom standards with marketing goals.
Michala Sabnani, executive director of Morning Studio at SCMP, said, “Morning Studio has a strong track record of innovation in branded content. Building on our success and creative strengths, Morning Studio Amplified provides our clients with a robust solution that unifies creative and storytelling across multiple online and offline touchpoints.”
