SPH offers 'new media' tips to advertisers (ST)

BackDec 04, 2009

BUSINESSES have never had so many options when it comes to getting their messages across to consumers.

New media avenues like Twitter can become the flavour of the moment almost overnight. Yet traditional outlets like newspapers, radio and TV still do well, notably in Singapore.

Faced with this dizzying fragmentation of the media landscape, which is driven by an explosion of technological advances, how are advertisers to make sense of things?

Singapore Press Holdings (SPH) – with offerings across both traditional and new media – has launched a new series of seminars, called the Media Distillery, to offer some tips and tricks to advertisers.

The inaugural seminar, held at Raffles Hotel Singapore yesterday, was attended by about 250 marketing industry types.

The aim: to offer strategic insights and out-of-the-box ideas of the kind needed to connect with audiences and their fast-changing habits. The full-day event will be held at least once a year.

SPH senior executive vice-president of marketing Leslie Fong said the media's rapidly changing landscape meant those in related industries needed to "hit the refresh button" and update themselves on how best to steer businesses forward.

Other speakers included L'Oreal Singapore managing director Christopher Neo, The Straits Times' deputy editor Alan John and ad agency Leo Burnett Singapore's executive creative director Chris Chiu.