McCann reinforces new ST look

Singapore - SPH has launched a McCann Erickson-created campaign to promote the revamped version of The Straits Times (ST), which ran today.

The campaign is an interpretation of The Straits Times' long-time positioning "A Part of My Life".

"The brand challenge for ST has always been - how do we build rapport with our readers, when there are over 1.3 million of them, with different lifestyles, habits and needs. That's why 'A Part of My Life' is unique, in that it allows readers to draw into their own daily experiences with ST," Willy Tan, senior branding and marketing manager for SPH Marketing Division, said.

He adds, "The agency has understood the brand essence very quickly and introduced a simple, yet visually interesting way of communicating how ST informs, affects and influences".

McCann Erickson Singapore ECD, Farrokh Madon said "The Straits Times is a Singapore institution. At McCann Erickson, we are proud to have been picked by SPH to work on this prestigious and exciting ad campaign. It's been a great experience working with the SPH Marketing Team."