The New York Times is making a play for advertising dollars in Southeast Asia after announcing it will open a new Singapore sales office that will serve marketers and agencies across the region, including Singapore, Malaysia and Indonesia, and work closely with its branded content studio in Hong Kong.
The opening comes after The Times opened its Asia Pacific sales office in June, shortly after expanding its T Brand Studio in May. It also hired two programmatic advertising directors in London and Singapore in August.
The Times previously employed PI Global, an international advertising agency, as its local sales representative in Singapore.
The American broadsheet also announced that the Tokyo office will be led by Tom Armstrong, who will assume the role of vice president of advertising, Asia Pacific, while Alexandra Benard be in charge of the Singapore office as advertising sales director, supported by a sales coordinator.
Armstrong previous held the role of chief revenue officer at Fairfax Media’s Metro Publishing division and spent three years as vice president, digital sales international at Viacom International Media Networks, based in the UK. Bernard meanwhile, worked at Politico Europe Brussels where she managed advertising, events and content partnerships for global brands.
“We’re so pleased to welcome Tom and Alexandra to The Times,” said Jean Christophe Demarta, SVP, global advertising at The Times.
“As our first ever VP of APAC, Tom’s diverse experience in both broadcast and digital media and his global perspective will be paramount as we continue to serve our brand partners in the region, helping them build modern solutions across advertising, content strategy and creation, programmatic buying and partnerships. Alexandra will lead the Singapore office with a deep understanding of travel and place branding advertising that will prove to be extremely useful in this part of the world.”
The Drum recently spoke to The Times director of programmatic advertising, Sara Badler, about the challenges in the programmatic industry.