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.

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The leadership changes were announced by board chairman Joe Tsai on Monday. Under the new structure, Tam — a 14-year veteran of the Post — becomes its first publisher, overseeing both editorial and business operations at Hong Kong’s English-language newspaper of record.

Following Tam’s appointment, executive editor Chow Chung-yan, who currently oversees daily newsroom operations, will be promoted to editor-in-chief, succeeding her as head of the newsroom.

In announcing the appointments, Tsai said he had full confidence in the new leadership team and emphasised the importance of maintaining editorial independence and excellence while ensuring “full alignment between the core news product and business.”

Commenting on her appointment, Tam said she was honoured to take up her new responsibilities and looked forward to leading the Post “to the next level with everyone’s help.”

“Editorial independence and excellence can go hand in hand with sound business strategy and development for our longer-term sustainability and success,” she said. “While the media industry continues to face many challenges, I’m optimistic about the Post’s future with Alibaba’s full support and trust.”

Tsai also confirmed the departure of CEO Catherine So, who led the company for 3½ years, overseeing its growth while navigating challenges in the media landscape.

He thanked So for her leadership, noting her role during a critical period of transformation. So said it had been “a privilege and an honour” to lead the Post and that she now looks forward to pursuing professional studies overseas.

In an email to staff, Tsai underscored the central role of journalists and editors in the Post’s success. “For the Post, our core product emanates from the newsroom, and therefore our journalists and editors are central to the commercial success and financial stability of our organisation. This means that our editors will play an important role in the commercial success of the newspaper,” he wrote.

Tsai added that aligning editorial and business strategies would be key to ensuring the Post’s commercial viability and financial sustainability, pledging Alibaba’s full resources and long-term commitment to achieving this goal.

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Being a seasoned communications expert, Wong brings over 20 years of experience in corporate communications and strategic project management, working in local and global organisations across finance, technology, and biotechnology sectors. 

Wong’s prior experience includes leading communications for Google in Hong Kong, where she later focused on cybersecurity and privacy communications across the Asia-Pacific region, and managing Asia-Pacific PR strategy at CFA Institute. 

She holds a bachelor’s degree in biology from The Chinese University of Hong Kong and a master’s degree in media management from the Hong Kong Baptist University.

Speaking on her appointment, Wong said, “Joining SCMP at this transformative time presents a remarkable opportunity. The organisation’s 122-year legacy, built upon trust and integrity, offers a robust platform for growth and innovation. SCMP’s commitment to a forward-thinking strategy and continuous innovation resonates with my professional values and goals.”

Meanwhile, Kevin Huang, chief operating officer at SCMP, commented, “We are delighted to welcome Wong to the SCMP family, contributing to our continued success and growth in the dynamic media landscape. SCMP recognises that a culture embracing experimentation and robust interdepartmental collaboration is crucial for long-term success. Wong’s appointment reflects our commitment to developing a skilled and adaptable team to drive our objectives forward in a rapidly evolving and competitive landscape.”

Wong’s appointment follows SCMP’s recent launch of ‘Morning Studio Amplified’ aimed at expanding branded content reach across media platforms.

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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.”

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Each week, readers will discover the most exciting cultural happenings in Hong Kong and around the region. Interviews and profiles introduce emerging talent and go deeper with established personalities. Long-form features dive into lifestyle topics across culture, travel, food and drink, wellness and passions such as collecting and entrepreneurship. 

Moreover, a new web and print design modernises and breathes new life into the brand while retaining a connection to its legacy. 

Integrated into the revamp is a marketing campaign celebrating the significance of culture and lifestyle. The creative features three influential individuals–cultural entrepreneur Kevin Poon, fashion icon Vivienne Tam, and filmmaker Derek (Kwok Cheung) Tsang–who are shaping culture globally, sharing what life, culture, and discovery mean to them today. 

Formats include portraits, styled letters to their younger selves, and 30-second videos that are an ode to living well in our city. A high-profile launch event will take place in late October. 

Produced by the SCMP’s Morning Studio, the campaign reaches influential audiences through targeted media placements across the SCMP’s online and print, digital, and social platforms, as well as through digital media, direct mail, and out-of-home advertisements, including Hong Kong’s Statue Square. 

Lee Williamson, executive director of specialist publications at SCMP, said, “What does it mean to live well? It’s this question that guides the editorial at PostMag. The reimagined magazine inspires readers to curate the best of life, to better appreciate the arts and culture, and to make the most of their limited free time.”

Meanwhile, Catherine So, chief executive officer of SCMP, commented, “Post Magazine has long been known for its trusted, authoritative coverage of life in Hong Kong. This relaunch ushers in a new era with elevated design and content, building on its 35-year legacy of high-quality journalism.” 

Lastly, Cat Nelson, the newly appointed editor of PostMag, added, “I’m honoured to be leading the new direction of this iconic magazine that has long been a pillar of Hong Kong life. We’re excited to reach new audiences with PostMag while staying true to the core values that are so important to our loyal readers.” 

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“Early testing from ad tech companies, including Google, has indicated that the Privacy Sandbox APIs have the potential to achieve these outcomes. And we expect that overall performance using Privacy Sandbox APIs will improve over time as industry adoption increases,” Anthony Chavez, VP at Privacy Sandbox at Google said.

He further added, “As this moves forward, it remains important for developers to have privacy-preserving alternatives. We’ll continue to make the Privacy Sandbox APIs available and invest in them to further improve privacy and utility. We also intend to offer additional privacy controls, so we plan to introduce IP Protection into Chrome’s Incognito mode.”

With that in mind, the question is: how prepared the industry is in terms of leaning towards more privacy-centric advertising solutions? Are we really prepared to let go of third-party cookies despite Google still having it? To answer these questions, MARKETECH APAC sought insights from various industry leaders to learn more about their insights from this update, and why should the industry continue to strive away from third-party cookies.

Stephen Rhodes, Head of Emerging Markets, APAC at Quantcast

In the context of the Philippines as an advertising market, it’s important to recognise that Google’s announcement does not change the fact that a significant portion of the online landscape is already “cookieless.” Marketers must not overlook this substantial and evolving audience, as it represents a crucial opportunity in today’s digital ecosystem.

Third-party cookies were never intended for advertising purposes anyway, and they are certainly not a reliable means of measurement in a world where consumer preferences can change rapidly across channels in real-time. 

Businesses that no longer see the removal of third-party cookies as an issue are the ones who are actually ahead of the situation. Marketers who continue to rely on third-party cookies will effectively only be able to target 50% of their addressable audience as the rest are already browsing in “cookieless” environments such as Safari.

Genelle Hung, Country Manager (SEA) at PubMatic

At PubMatic, we are dedicated to enhancing user privacy while ensuring the vitality of the digital advertising ecosystem. Publishers must continue adopting diverse signals beyond third-party cookies. Google’s decisions and timelines should not hinder our industry’s progress toward a superior supply chain for digital advertising across the open internet. We have seen that alternative signals can provide better outcomes for advertisers and consumers alike and help provide a more sustainable addressability strategy.

We value the collaborative efforts across the industry, including Google’s responsiveness to feedback, and are eager to help shape a more effective, privacy-focused digital advertising landscape. We understand that APIs must evolve in light of Google’s announcement, and we will continue partnering with our peers to inform the specifics and timing. Throughout this transition, PubMatic’s goal remains supporting publishers in maximising revenue while respecting user privacy.

Niall Hogan, General Manager for JAPAC at GumGum

The industry shouldn’t interpret Google’s delay as a reason to abandon privacy-centric advertising. Consumer expectations are clear: they want control over their data and transparency in its usage. This situation presents a golden opportunity for contextual advertising, which should be the primary focus. 

Unlike third-party cookies, contextual advertising employs a privacy-first approach by analysing the content of a webpage rather than user behaviour to deliver relevant ads. This method respects user privacy and aligns with their preference for a non-intrusive experience. As consumer awareness of data privacy continues to grow, it is crucial for brands to enhance transparency and build user trust by clearly communicating their data practices and providing users with control over their data.

[Moreover] Google’s new solution remains a question mark. Their focus on “user experience” and “informed choice” sounds promising, but it’s unclear how it will balance privacy with ad effectiveness. The industry should approach these solutions with caution, as any approach that does not prioritise user privacy could face backlash from increasingly privacy-conscious consumers. 

Kat Warboys, Senior Marketing Director of APAC, HubSpot

The latest news on third-party cookies is ultimately a win-win for advertisers and consumers. But the multi-year journey on cookie deprecation has been tough on marketers who have been trying to prepare. After all of this, one thing is clear: relying on third parties is no longer enough. Businesses need to take control of their first-party data to get a complete understanding of their customer, especially given the level of personalisation expected by today’s consumers.

Chris Hogg, Chief Revenue Officer, Lotame

Google may no longer be ending third-party cookies by its own hand, but the slow march of progress will still see them rendered obsolete sooner or later. Users and regulators are increasingly privacy-focused and, given cookies will be “opt-in” across the board, there will still be a need for other signals to fill the gaps — especially across channels where cookies are long gone or were never present to begin with.

The fate of third-party cookies will be as a small part of an ever-expanding array of data points, becoming less relevant over time as more privacy-first, platform-agnostic solutions evolve. No one that wishes to remain competitive should think they can take their foot off the pedal of first-party data collection and strategic data collaboration.

Xiaofeng Wang, Analyst at Forrester

It’s no surprise that Google eventually scrapped its cookie deprecation plans after three delays in four years. Most marketers in APAC have seen this coming. According to Forrester’s Marketing Survey 2024, 53% of B2C marketing decision-makers in APAC do not believe that Google will deprecate the third-party cookie, increased from 49% in 2023. This would further dampen advertisers’ urgency to adopt Privacy Sandbox, Google’s initiative to replace third-party cookies with privacy-preserving technologies.

Marketers who strive to use personalisation to improve customer experiences must also adopt a privacy-first approach to earn consumer trust and ultimately win a competitive advantage. Marketers should be transparent and granular about data collection and usage and learn to communicate to consumers that the value is not just in free content or free samples but better personalisation, more customised services, and products that ultimately yield better customer experiences.

Giovanni Gardelli, Vice President of Ads Data Products at Yahoo

We remain committed to supporting efforts that align with our focus on transparency and providing user choice, which includes continuing to invest in our own proprietary Yahoo Identity Solutions. Additionally, we will continue partnering with industry leaders to integrate and develop privacy-friendly solutions enabled by emerging web browser technologies that balance advertiser and publisher goals, while respecting user privacy.

Harshana Ariyaratne, Chief Marketing Officer at Affinidi

At Affinidi, we prioritise consumer rights to data control and privacy. We were encouraged by Google’s initial plan to deprecate third-party cookies, recognising it as a significant step towards honouring consumer data rights and rebuilding trust between consumers and businesses. 

While the decision to abandon third-party cookie deprecation may appear to be a setback for user privacy, Google’s commitment to developing solutions that enhance user experience and informed choice is promising. This approach presents an opportunity for businesses to adopt privacy-by-design, user-centric solutions, even in the presence of third-party cookies. 

Google’s efforts to create a privacy-conscious and user-centric framework have the potential to rebuild trust and meet evolving privacy expectations. However, the success of these initiatives will hinge on their ability to address the needs of all stakeholders and provide genuine privacy improvements. 

Our privacy-by-design suite of solutions within the Affinidi Trust Network, and the Affinidi Iota Framework (the world’s first consent-based data-sharing framework built on open standards) adheres to latest privacy regulations while giving consumers true data sovereignty. By prioritising consent-first principles in digital transactions, we ensure that the data collected is accurate and relevant, enabling brands to create personalised solutions that enhance user experience and satisfaction based on trust and transparency.

Focusing on users’ needs and rights [also] fosters a trustworthy and enjoyable online environment. By embracing this direction, we protect privacy while fostering innovation, creating a digital world that is transparent, responsive, and built on trust. 

Timmy Bankole, Director, Advertising Business Operations at South China Morning Post

At SCMP, we are continuing to invest in advertising strategies that put users first, including first-party data, zero-party data, and contextual approaches. We’ve been moving towards an ecosystem that respects user privacy and builds real trust with our audiences. 

As an industry, we’ve actually been given more time to get ahead of this and work towards a more user-centric, data-driven ecosystem. Whether that is identity IDs, Topics API, or contextual strategies, the smart play is to reduce dependency on third-party cookies It’s not a revolutionary concept, but it is an important one for us to start addressing head-on. The sooner we can adapt and move in this direction, the better off we’ll all be in the long run.

Benjamin Combe, Senior Director, Data Optimization and Personalization, APAC at Monks

Google’s data shows that 80% of APAC consumers feel that transparency on their data is a must-have, so the move toward giving users greater control over their preferences in Chrome is broadly in line with consumers’ growing expectations for data/privacy controls. It remains to be seen how far these features go. Still, if anything like Apple’s rollout of ATT, it appears likely that these new Chrome controls will essentially see a ‘user-driven’ deprecation of 3rd Party Cookies via opt-outs rather than a Google-enforced one as a tech vendor. Whether it’s best to give users a choice vs deprecating them entirely is a different debate. But, if executed properly, the move toward transparency and controls for end users does align with how consumer sentiments and regulations have evolved over the years.

Tyler Stewart, Media Solutions Architect Lead, APAC at Monks

Google’s change of step on 3PCD doesn’t change the imperative for privacy-centric advertising strategies—between regulatory changes and 3PCD across other browsers and devices, the need for privacy-preserving alternatives is still as pressing as ever.

At the end of the day, consumers globally have significant concerns about their data privacy and want the businesses they transact with to address these and treat the information they share with respect – rather than as a commodity. It was never really Google’s place to be the arbiter of the private web (in many ways, it never wanted to be) and its decision here will hopefully better enable the industry at large to act more openly and collaboratively to develop solutions that meet both the needs of the industry and the rights and expectations of consumers.

Brands that have already started exploring initiatives like the judicious use of first-party data, consent management, modeled measurement solutions, and conversion recovery mechanisms will continue to see benefits from these investments and should continue down this road. Those who haven’t shouldn’t see this announcement as an excuse to “kick the can down the road” like the many 3PCD postponements that have come before. To avoid being left behind – both in terms of advertising capability and trust with their customers – they, too, need to take the path towards privacy.

Despite the shelving of third-party cookie deprecation, industry leaders continue to advocate for the exploration of alternative measures. This encouragement underscores the necessity of evolving towards a privacy-by-design advertising ecosystem. Such a shift is crucial not only for maintaining consumer trust but also for fostering a more sustainable and ethical digital landscape. By prioritising privacy in the foundational design of advertising practices, we can ensure that the future of digital marketing aligns with the growing demands for user data protection and transparency.

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SCMP Live is set to deliver fewer but larger-scale events that are more impactful and more aligned with the organisation’s top-of-mind news events. However, the China Conference, Family Business Summit, and Redefining Hong Kong series will remain its flagship events in 2024.

Additionally, SCMP Live’s custom events, which are produced on behalf of its partners, will leverage SCMP’s brand to convene the right target audiences and curate the most relevant programmes and speakers to drive meaningful connection, high engagement, and consideration.

Catherine So, chief executive officer of SCMP, said, “For 120 years, our readers have placed their trust in SCMP to help them make sense of the news events across Hong Kong, Greater China, and Asia. Through SCMP Live premium event experiences, we ignite our readers’ journey from informed to empowered, enabling them to dive deeper, connect with opinion leaders, and shape industry conversations—all LIVE.” 

She continued, “The way our audience engages with our events is constantly evolving. As such, our events division has transformed to anticipate and adapt to our audience’s needs and expectations. The rebrand to ‘SCMP Live’ marks this transformation.”

Kevin Huang, chief operating officer of SCMP, also commented, “There has been tremendous growth in our Events division this past year. In the current fiscal year, we’ve already seen high double-digit revenue growth YOY. With the rebrand and transformation to SCMP Live, we hope to turbocharge our events capability to further build out the depth and breadth of our events portfolio and to help many more of our partners bring their event vision to life in the most impactful way that supports their business priorities.”

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Chen brings with her over 20 years of experience in strategy, change management, organisational transformation and business development across multiple industries. She joins SCMP from SmarTone, where she held senior positions from 2020 to 2023 in corporate strategy, business planning and data analytics, and brought about substantial revenue and operational improvements. 

Prior to, Chen spent almost 15 years in private equity. She entered the industry by starting in GE Equity in 2006 and co-founded Cobalt Equity Partners in 2015 with a focus on making mid-market, growth investments within Greater China, and generating significant value creation in portfolio companies.

Speaking on her appointment, she said, “I’m incredibly honoured and thrilled to join SCMP, a global news leader with a definitive voice on Hong Kong, mainland China and Asia affairs. The unique culture here is a blend of 120 years of legacy and a tech-forward mindset, built by a team of highly passionate and talented colleagues who are invested and committed to the mission and vision of the organisation. I’m excited about the new frontiers and the continual milestones ahead for the Post as a media pioneer.”

Meanwhile, Catherine So, chief executive officer at South China Morning Post, commented, “Lucy’s appointment reflects the central role that data analytics plays in SCMP’s strategic capabilities and organisation model. I am confident that Lucy’s expertise will lend a solid data-driven foundation across our commercial, corporate and editorial pillars as we entrench the practice of intelligent use of data in our business and newsroom decisions as an industry leader. Under her leadership we will see optimised strategic and operational execution in business planning and transformation.”

This follows a slew of corporate appointments which include Lou Wee as director of global strategic business; Sophia Yu as managing director of SCMP Hearst; and Kevin Huang appointed as chief operating officer.

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Style by SCMP hails the advent of an inclusive luxury experience that values knowledge, access and connectivity, a dynamic perspective that moves away from purely symbolic representations of exclusivity and wealth, marking a new era of South China Morning Post’s role in the conversation on discerning and intelligent luxury. 

The revamped Style by SCMP also weaves responsible luxury, entrepreneurship, innovation, women leadership, wellness, and philanthropy topics into its coverage of the latest trends in fashion, watches and jewellery. 

“The slanted letter ‘l’ is evocative of the slash (/), which is prevalent across the creative community. This places the brand’s stake in a multi-hyphenate-driven milieu, and highlights the versatility of roles and viewpoints which make up today’s luxury market,” says Vincenzo La Torre, chief editor of Style by SCMP.

Kevin Huang, chief operating officer of South China Morning Post, also commented, “The South China Morning Post is dedicated to nurturing communities that bring together brands and influencers who are united by their pursuit of knowledge, wellbeing, betterment and fulfilment, where the affluent and influential can be the heroes and heroines of their own stories.”

Style by SCMP publishes ten issues a year and is distributed with the South China Morning Post, counting luxury hotels, hair salons, wellness spas, and airport lounges amongst its key distribution locations.

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Yu currently serves as senior vice president and publisher of SCMP Hearst, overseeing the brand development, business strategy and editorial direction of all of the division’s lifestyle media brands. She first joined SCMP in 2011 as director of advertising and marketing solutions and moved to SCMP Hearst in 2013 as general manager and publisher. 

Prior to SCMP, she previously held both in-house and agency positions at different companies, having acquired more than 15 years of APAC strategy, sales, marketing and advertising experience across Hong Kong, Greater China, and other Asia markets.

“Sophia is one of Hong Kong’s most experienced and knowledgeable leaders in women’s magazines and lifestyle brands today. I am confident that her strong strategic planning, management, and people leadership skills will take our magazine brands to new heights,” said Catherine So, chief executive officer of SCMP Group.

Yu succeeds Josephine Chan, who led SCMP Hearst for the past 35 years. Under Chan’s leadership, SCMP Hearst has grown to operate five renowned lifestyle media brands in Hong Kong, including Cosmopolitan, ELLE, Harper’s BAZAAR, Esquire, and ELLE Men.

“Josephine is a well-respected leader in Hong Kong’s lifestyle media industry. We are grateful for her leadership and commitment to SCMP Hearst over the past 35 years. We appreciate the role she has played in driving our magazine business forward and wish her a well-deserved retirement,” said So.

Previously, SCMP has also appointed Kevin Huang, formerly the managing director for Hong Kong at Carousell, as its chief operating officer.

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