Singapore Press Holdings launches multimedia content marketing arm SPH Content Lab
Singapore Press Holdings (SPH) has launched a multimedia content marketing arm named SPH Content Lab.
SPH launches SPH Content Lab
The new unit will be billed as SPH’s one-stop shop for content marketing, utilising SPH’s archives, research and insights and creative partners.
SPH Content Lab is comprised of print and digital journalists who will tell a brand’s story across the group’s media assets such as the Straits Times, The Business Times, AsiaOne and Lianhe Zaobao.
“With technology moving so fast, strong narratives have become more critical to how we form attachments to things around us,” said Serene Goh, head of SPH Content Lab.
“Journalists have always tried to make sense of what’s happening through stories. We approach stories with curiosity and empathy, and that’s the start of innovative storytelling. For our clients, it’s an approach that helps them connect with folks they want to reach,” she added.
“We aim to be the end-to-end media partner for our clients. Our content marketing solutions are fuelled by SPH’s content and strategy teams, and delivered across media – print, digital, radio and out-of-home – to achieve effective business outcomes that delight our clients and engage audiences,” said Elsie Chua, chief marketing officer of SPH's integrated marketing division.