Mediacorp expands content marketing unit Brand Studio

Mediacorp is expanding Brand Studio, the content marketing arm under its Digital Group.

Helming Brand Studio is Benjamin Gajkowski (pictured right) who has over 10 years’ experience working in media companies such as Axel Springer SE and Gruner & Jahr. Gajkowski will oversee all business aspects of the unit, allowing Phin Wong (pictured left) as its executive creative director, to focus on creating and delivering branded content. Wong has over 20 years of experience in content creation as an editor and journalist.

Brand Studio brings together some 30 former editors and journalists and other content producers with editorial folks previously from different parts of the company, broadening and deepening the company’s ability to deliver high impact content solutions to clients. The team combines existing expertise in the areas of customised publishing, digital marketing, commercial production and client servicing, boosted by digital hires in recent months.

According to a statement from Mediacorp, Brand Studio has grown from strength to strength since its inception in 2015, delivering campaigns for clients including Mastercard, South Australia Tourism Commission and Uniqlo. In response to advertisers’ growing desire for branded content, the expanded team now offers a full range of content marketing products leveraging Mediacorp’s extensive range of media platforms to help clients tell compelling stories that their audiences care about.

“Content marketing is clearly the way forward in advertising. I'm thrilled to be part of a team that combines decades of storytelling knowledge, a well-developed understanding of the Singapore market and a fast, responsive agency service culture to help clients fulfil their branding needs through content that intuitively connects,” Gajkowski said.

"We provide companies of all sizes with seamless support from concept, brief and production to media choice, placement and performance. We take a customer-centric approach, always, as we believe that clients know best what they want and who they are targeting. And then we come in with creative solutions that are bold, innovative and often surprising to our clients," he added.

A recent campaign by Brand Studios was for Goldheart. The Goldheart Jewelry’s ‘Daughter’ campaign was launched to promote the new line of wearable, versatile "Si Dian Jin", the traditional Chinese betrothal gift of “four touches of gold” to reach out to the demographic of modern brides who would rather not compromise their personal style for the sake of tradition. The strategy was to create content that presents both the modern bride’s life and the traditional mother-in-law thought process in a real and relatable way.

According to Mediacorp the campaign got up over 470,000 views on Goldheart’s YouTube channel within two months, 1.7 million social media impressions and a cumulative reach of 3.5 million on television. Goldheart Jewelry also recorded a 400% increase in Si Dian Jin sales in those two months.

Other recent campaigns also come from clients such as Singtel and Manulife.