South China Morning Post (SCMP) has launched its branded content studio under the moniker ‘Morning Studio’.
The name is meant to symbolise the optimism of fresh ideas in the morning and link to its creative purpose within the SCMP business.
“Morning Studio is the capstone of this grand platform that connects readers and advertisers around the globe who want to be a part of the conversation about China that the SCMP is leading,” said Romanus Ng, SCMP’s general manager of advertising and marketing solutions. “Morning Studio helps advertisers to not only reach but also to engage these unique Asia-curious audiences.”
The branded content arm is a new part of a long-term answer to clients needs, according to SCMP. In 2009 it launched the ‘Marketing Solutions Team’ and the launch of Morning Studio adds weight to its output with the inclusion of design and editorial talent. According to SCMP, Morning Studio’s output will include online content, sponsored supplements, bespoke publications and customised events.
“Content builds relationships - Morning Studio helps brands build a content strategy on our platforms that will form a stronger bond with their target customers,” said Karrie Lam, head of sales and marketing solutions at SCMP and curator of Morning Studio. “We are excited about the many mornings that lie ahead where our creative ideas help connect readers and advertisers.”
The launch has been announced alongside a new homepage for SCMP, which will use AI to better target content to its users and create relevancy. It all comes during a busy year for the publisher, which has already launched new digital product s, Inkstone (daily-digest China stories), Abacus (China Tech) and Goldthread (food and culture). It also released a major piece of research into Chinese internet trends earlier this year.
South China Morning Post is in the midst of a major digital transformation effort, buoyed by the investment from Alibaba in 2015.