Buro. Singapore has brought on board Rahat Kapur (pictured) as publisher and editorial director. Kapur joins Buro. after her most recent role as head of public relations for global integrated agency, iris in Singapore where she led press, influencer management and media relations for accounts across the region including Guinness, Glenfiddich and Nespresso. She has over a decade of experience spanning management consulting and public relations across Australia and Asia Pacific.
In her new role as publisher and editorial director, she will continue developing content and brand initiatives for the platform alongside the Buro. team while also focusing on a regional expansion of Buro. under Media Publishares or under license agreement and partnerships. She will report to Michael von Schlippe, president at Media Publishares. According to Buro. Singapore, Kapur’s appointment signals the next chapter in Buro.’s exciting future to become a leading digital publication in Singapore.
In an interview with MARKETING-INTERACTIVE, Kapur said that she hopes to expand the publication to becoming the platform in the region for Millennials across the fashion, beauty, luxury, lifestyle and culture spaces, with a nuanced balance between brand-led collaborations, organic creative content as well as compelling storytelling. She also hopes to diversify existing digital channels and amplify Buro.’s presence across social media, online and even video and podcast content.
She added that regardless of publication, the core binding factor to success lies in connecting with audiences in an authentic, relevant and personable way. Moving forward, Kapur hopes to work closely with advertisers to better co-design, collaborate on and create campaigns that continue to uphold the Buro. tone of voice and what is relevant to its readers, whilst being able to bring to the forefront opportunities and insights from brands they may want to be connected with.
Kapur will also be tasked to elevate omni-channel experience further for Buro.’s clients and diversify the the various mediums through which Buro. and its advertisers can work together. The goal will be to give advertisers a wider range of engagement options to ensure they’re being able to work authentically with the publication in the most targeted and efficient manner possible.
“The relationship between media and advertisers has been and will always be symbiotic and we need to rely on one another for sustenance and growth,” she said. Kapur added that in her previous roles, she’s seen the struggles first-hand that advertiser face when it comes to support for the media. The lack of contribution, she explains, is not from the lack of desire but rather the internal pressures of needing to do more as a brand, with less and less budget to execute.
“However, relevant, engaging, targeted and authentic content is always the goal regardless of whether you’re a media personnel or an advertiser looking for growth,” she said. “Consumers and audiences today are switched on and smarter than ever and understand that brand content is often embedded within media content and as such, have no expectations for them not to collaborate,” she added.
What is key however, is keeping it balanced and putting the integrity of the reader first, while maintaining a sense of objectivity that puts the audience’s interest above that of the brand or publication’s and ensures that all messaging is relevant and authentic to engage the reader without hard-sell. This creates the synergies required for advertisers to feel confident in media but also for audiences to feel confident in both parties.
“I am incredibly excited to be joining the team at Buro. As the leading digital publication for Millennials in Singapore and Malaysia, I look forward to exploring what’s next at the intersection of culture and creativity,” said Kapur. “Even with the rise of digital and social media, the heart of a publication for me, lies in compelling storytelling in a market-relevant context. These are two elements that I hope to cultivate further for our audiences and brand partners at Buro.”
Over the last six years, Buro. has engaged readers through immersive microsites, such as Sheep to shop: An Ermenegildo Zegna Journey, video series such as Neighbourhood Guides and editorial content raising awareness on mental health.
“I am thrilled to have Kapur join us as publisher and editorial director. I am confident her unique expertise across business and communications and her ability to drive conversation will resonate with our readers. We look forward to this exciting new chapter for the title,” Michael von Schlippe, president at Media Publishares, said. Since Buro.’s launch in 2011, the platform has become a digital luxury destination globally. With headquarters in London and offices in 11 countries, the title was added to Media Publishares’ portfolio in May 2015 and has since amassed a loyal community thanks to its engaging and immersive digital, video and experiential content.