SPH gets strategic

Singapore - Singapore Press Holdings' marketing division has created a new unit called the Strategic Marketing Department (SMD) tasked to help its advertisers identify new opportunities to maximise returns through integrated packages.

Headed by Geoff Tan, GM of SPH New Media, the unit will aim to engage advertisers as well as media-buying agencies to better understand its advertisers and offer them integrated packages across all the SPH platforms.

"Advertising in our newspapers has remained strong, but we cannot rest on our laurels. Advertisers are beginning to demand even better returns on their advertising or marketing dollars, and experimenting with a whole spectrum of media platforms. This move is strategic and timely," SPH's SEVP of marketing Leslie Fong, said.

The department will leverage on SPH's print, online, outdoor, radio, consumer research, directory and online/mobile search and distribution strengths to devise an integrated marketing solution, enabling the advertiser to reach its target audience.

Tan will be assisted by Janet Wee, former GM of SPH MediaBoxOffice, Kuah Sok Khim, assistant GM of its New Media's Zapcode Division, and Tan Su-lin, who headed the telecommunications group.

Tan will continue to be in charge of the ZapCode business.