SPH sets up strategic marketing department - Sep 22, 2008 (BT)

BackSep 22, 2008

The Straits Times / The Business Times News On SPH

SPH sets up strategic marketing department

It will help advertisers get greater value amid a rapidly changing media landscape.

Sep 22, 2008
The Business Times

SINGAPORE Press Holdings' marketing division has set up a new unit - Strategic Marketing Department (SMD) - to help advertisers get greater value amid a rapidly changing media landscape.

The new unit will focus on identifying and tapping new opportunities that arise as businesses seek to maximise returns on their marketing dollar. SMD will leverage on SPH's strengths in print, online, outdoor, radio, consumer research as well as online search to put together a total marketing solution that will help advertisers reach their target audience.

In addition, it will engage both advertisers and media-buying agencies in ongoing and in-depth discussions to arrive at integrated packages across all SPH media platforms to suit their branding and marketing needs.

The new department is headed by Geoff Tan, who is also general manager of SPH New Media in charge of the ZapCode business. ZapCode is a digital marketing platform.

Leslie Fong, senior executive vice-president of marketing at SPH, said: 'Advertising in our newspapers has remained very strong, but we cannot rest on our laurels.

'Advertisers are beginning to demand even better returns on their advertising or marketing dollars, and are beginning to experiment with a whole spectrum of media platforms. This move is strategic and timely.'

Mr Tan will be assisted by Tan Su-lin, Janet Wee and Kuah Sok Khim.

Mr Fong added: 'Janet was general manager of SPH MediaBoxOffice and will bring her vast experience and contacts in the outdoor business to SMD. Su-lin headed the telecommunications group and Sok Khim was general manager of the Beijing operation in our China outdoor venture before I pulled her back from this secondment. She will continue to help Geoff in the ZapCode business.'