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.

Hong Kong – The South China Morning Post (SCMP), the global news company that reports on China and Asia, has announced a new regional sales director for APACDarryl Choo – who is most recently the sales director of ad tech Inskin Media for Asia. 

The SCMP’s expanding international audience has given advertisers the opportunity to connect their brand to an expanded market, making the Post a news marketing partner of choice in the region. Choo will be leading the Post’s international advertising business in the Asia Pacific region and contribute to its international sales strategy. 

Choo’s appointment bolsters the SCMP’s focus in Southeast Asia and will lead collaborations with brands keen to engage with its global business audience. He will be in charge of implementing and managing the sales activities in the APAC region, identifying new business opportunities, and defining strategies to generate new growth opportunities.

Choo will oversee the regional sales office in Singapore and report directly to Romanus Ng, SVP of Advertising & Marketing Solutions.

“Darryl’s deep understanding of the Asia market and expertise bolsters our growing digital advertising and branded content business in this region and we are delighted to welcome him to the SCMP team,” commented Ng. 

“Southeast Asia continues to be a key market, and we look forward to leveraging his proven experience to scale our regional and global advertising business,” added Ng. 

Choo brings with him more than 12 years of advertising sales experience. At Inskin Media, he was responsible for driving commercial and revenue for the business in Asia. In the past, he has held senior managerial advertising sales roles at digital, print, and broadcast media outlets such as BBC Global News Limited, Pixels Asia & Gravity4, Sony Pictures Entertainment Networks Asia, and SPH Magazines, in addition to stints at Discovery’s AFC Network and FOX Sports.

“News continues to make an impact by connecting people to their world and issues that matter most to them, and it is exciting to join a robust digital-led, multi-platform news organization in the SCMP. In Asia and across the world, the Post represents journalism that is credible and trustworthy and I look forward to helping partners engage with readers who want to understand global issues from an Asian perspective,” said Darryl.

SCMP’s Advertising & Marketing Solutions offers a portfolio of integrated offerings which includes advertising innovations with intelligence and insights through SCMP’s proprietary insight and activation platform, SCMP Lighthouse.