SilverNeedle Hospitality Group acquires Brand Karma

SilverNeedle Hospitality Group has acquired new media marketing agency, Brand Karma. In addition, it has also rebranded its hotel management division as Next Hotels, formally SilverNeedle Hospitality. Together Next Hotels, Virsa and Brand Karma form Next Story Group.

Together with SilverNeedle’s in-house architecture and design agency Virsa, SilverNeedle aims to become a specialist in marketing and design, holistically maximising ROI on real estate assets. Next Story Group is based in Singapore, with regional offices across Asia Pacific. It looks to offer services to hotel owners in branding, marketing, design and development on top of its hotel management services.

Along with the launch, Next Story Group has also appointed of veteran hotelier Patrick Imbardelli to its board of directors. Meanwhile, Morris Sim, previously chief executive officer of Brand Karma, will now take on the role of chief marketing officer for Next Story Group.

"I’m excited about Next Story Group because it has the elements needed to ensure that a hotel  owner’s asset can continually stand out to the end consumer. The approach the company has developed will create new value in the marketplace for the owners and the consumers, and I look forward to guiding the team to expand their vision," Imbardelli said.

“The hospitality and real estate industries are experiencing unprecedented shifts, with new consumer expectations giving quick rise to disruptors. It is difficult for asset owners to ensure what they have today will be relevant and monetisable for tomorrow’s consumers. Being a part of Next Story Group means asset owners can count on us to differentiate and respond to market changes faster," Sim said.