Singapore Press Holdings launches SPH Content Lab

Singapore Press Holdings (SPH) has launched SPH Content Lab, a multimedia content marketing unit. It is a one-stop shop for content marketing which is supported by SPH archives, research and insights, and creative partners, stated the company.

Its full suite of resources enables it to drive campaigns across multiple formats such as print, digital, video, radio and out-of-home.

The team is headed by Serene Goh, head of SPH Content Lab. The other partners include Tommy Lim, head of SPH CreativeLAB, and Joanne de Rozario, managing director of Brand New Media (BNM).

The lab's team develops solutions and partners with clients to co-create compelling stories that reflect the relationships between brands and audiences. It has developed content marketing solutions for Canon, Cathay Pacific, Citibank, ExxonMobil, Health Promotion Board, G2000 and MCC Singapore.

The unit works with the group’s newsrooms, The Straits Times, The Business Times, The New Paper, as well as SPH’s Chinese, Malay and Tamil titles. It also collaborates with SPH Radio, to resonate with the listeners, and The New Paper’s THINK, for infographics.

“With technology moving so fast, strong narratives have become more critical to how we form attachments to things around us," Goh said.

“Journalists have always tried to make sense of what’s happening through stories. We approach stories with curiosity and empathy, and that’s the start of innovative storytelling. For our clients, it’s an approach that helps them connect with folks they want to reach,” she added.

“We aim to be the end-to-end media partner for our clients. Our content marketing solutions are fuelled by SPH’s content and strategy teams, and delivered across media – print, digital, radio and out-of-home – to achieve effective business outcomes that delight our clients and engage audiences,” Elsie Chua, chief marketing officer of SPH's integrated marketing division, said.