In a move to strengthen its corporate marketing strategies and reinvigorate communications capabilities, Mediacorp has named Rebecca Lim as head, corporate marketing and communications. Reporting to Oliver Chong, head, marketing and communications, Lim will assist Chong in developing coherent corporate marketing plans to deepen stakeholder engagement, enhance government relations and reinforce its corporate social responsibility portfolio.
Leveraging on her experience in communications, Lim will also oversee the company’s spectrum of publicity efforts in establishing robust communication narratives and anchoring strong media relations to continually steer positive and transformative publicity outcomes.
Prior to joining Mediacorp, Lim helmed communications at the Smart Nation & Digital Government Office (SNDGO) under the Prime Minister’s Office (PMO) and the Ministry of Communications and Information (MCI). During her tenure as SNDGO’s director of adoption and engagement, she led initiatives to drive tech adoption through public and industry engagement in building a Smart Nation. She also oversaw the implementation of SNDGO’s communication and marketing strategies, working closely with government bodies and industry to grow the reach of Smart Nation content.
At MCI, Lim drove Whole-of-Government narratives and messaging for strategic national initiatives and policies. Apart from government communications, her previous experience also includes corporate communications at DBS Bank and journalism in both local and international media.
Chong said Lim brings with her a wealth of experience in communications and marketing, and has proven her expertise in translating vision into words, and ideas into action across her past portfolios. "I am delighted to welcome her to our team and look forward to having her help me steer our communication initiatives to deepen brand loyalty and strengthen Mediacorp’s role as national media network,” he added.
Meanwhile, Lim added that she has spent a third of my career in media, a third in private sector and a third in government. "I’m both grateful and excited for this role as it brings all three tracks together for me. Mediacorp has grown from strength to strength as a media network that is constantly driving innovation and producing quality content across both news and entertainment. I’m looking forward to being part of this dynamic team,” she said.
Most recently, Mediacorp launched a “Made for you” brand campaign which includes a new slogan, a music video and brand vignettes, reflecting a company-wide reinvention of Mediacorp. Mediacorp explained in an exclusive statement to Marketing that the launch of the brand positioning comes as the media conglomerate focuses on creating localised content and going beyond the stereotype of a broadcast-only company. This comes in line with the renaming of OTT service Toggle to meWatch, as well as digital radio MeRadio to meListen. Loyalty programme MeClub has also been renamed as meRewards, as Mediacorp looks to bring its digital products under an umbrella of "me" branding.
The media conglomerate has also made strides in telling Singapore stories with Singapore talent. The company presented a series of productions that aims to tell distinctive Singapore stories and showcase the local talents. These included a multicultural drama 128 Circle, an M18-rated series Last Madame, a play about dating in the digital age called Mixed Signals, psychological thriller Arivaan and martial arts drama The Good Fight among several others.
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