SPH launches Content Lab to offer multimedia marketing to clients
Singapore
SINGAPORE Press Holdings' (SPH) Integrated Marketing Division has launched a one-stop shop for multimedia content marketing.
The SPH Content Lab works with its clients to come up with narratives that communicate the values of these clients' brands to their audiences.
The new unit brings together platform experts from across the SPH group - from digital specialists formerly with AsiaOne to print specialists from the Special Projects Unit and Classifieds teams.
The campaign for G2000 the Lab undertook, for example, featured people who were working for causes they believed in.
These driven individuals were interviewed - while togged in G2000 outfits - and captured in breezy, minute-long video clips about how they got started, the sacrifices they have made and what drives them.
The SPH Content Lab team is backed up by a suite of SPH's resources for its job - the publishing giant's archives, research and insights, and its stable of platforms - print, digital, video and radio - through which these campaigns can be driven.
Its team works with the group's newsrooms, The Straits Times, The Business Times, The New Paper, as well as SPH's Chinese, Malay and Tamil titles. It also has collaborations with SPH Radio and The New Paper's THINK, for cutting-edge infographics.
Serene Goh, head of SPH Content Lab, told The Business Times: "The Content Lab is focused on developing central concepts to tell a client's story, as you might a human-interest feature story, then flowing it across any SPH medium. The upshot is that we safeguard a brand's reputation, no matter which platform it appears."
She added: "With technology moving so fast, strong narratives have become more critical to how we form attachments to things around us."
The Mothers' Day campaign for Canon products, for example, depicts the brand's value of self-expression by casting Canon printers as a way for people to create tangible items, such as a scrapbook with photographs, as a way to express appreciation for their mothers.
The SPH Content Lab has also undertaken content-marketing solutions for Cathay Pacific, Citibank, ExxonMobil, the Health Promotion Board, and MCC Singapore.
Joining Ms Goh in the SPH Content Lab are career editors Cynthia Loh and Leong Phei Phei, who oversee the digital and print platforms respectively.
One of SPH Content Lab's partners is Tommy Lim, who heads SPH CreativeLAB and leads advertising and design strategies; another is Joanne de Rozario, managing director of Brand New Media (BNM), which has fronted video-led content-marketing campaigns.
