Marketing Featured APAC

SCMP rebrands commercial business team to ramp up consumer intelligence

Hong Kong – Asia news company South China Morning Post (SCMP) has announced that its ‘Advertising and Marketing Solutions Team’ will be rebranded as ‘SCMP Advertising’, which brings a greater focus on the company’s emphasis and strength in focus on digital innovation to help drive impact for brands and partners.

Through the identity revamp, SCMP positions itself as an insight-driven brand partner committed to driving client success across APAC, after being the first news publisher in Asia to launch a first-party data platform in SCMP Lighthouse and brand suitability tool in SCMP Signal. These digital tools have garnered positive feedback from clients who can look forward to new and updated features when SCMP launches their next iteration this year. 

SCMP Advertising aims to help brands and partners to make an impact with readers seeking to understand global issues from an Asian perspective. The news company’s expanding international audience has allowed advertisers new opportunities to connect with globally-minded readers, with a reach of nearly 51 million monthly readers globally. 

Furthermore, SCMP Advertising connects thought-leading editorial content with brands across print and digital media platforms and develops leading digital marketing solutions, and runs campaigns that deliver results.

“SCMP Advertising’s rebranding reinforces our legacy as a trusted partner that works with brands to make an impact with readers. This is a significant step in our evolution that showcases our commitment to industry innovations that drives performance and our commitment to our clients,” said Elsie Cheung, chief operating officer at SCMP.

In addition to the aforementioned objectives, SCMP Advertising offers a comprehensive portfolio of integrated offerings with 360-degree multiplatform coverage and campaign effectiveness. In addition to its first-party data platform, SCMP Lighthouse, to support its clients with purposeful intelligence that delivers more effective and efficient campaigns to highly-targeted audiences. 

At the same time, SCMP holds brand safety as a top priority and has developed the publisher-built brand suitability tool SCMP Signal to ensure partners’ messages are placed in the optimal context. SCMP Advertising’s offerings includes its brand-storytelling team Morning Studio which continues to give leading clients across APAC a voice through bespoke content marketing solutions.

The SCMP Advertising revamp follows the recent appointment of Darryl Choo as the new company’s regional sales director for APAC, which entails him to identify new business opportunities, and define strategies to generate new growth opportunities.