StarHub’s former VP of brand experience Oliver Chong to join Mediacorp

Oliver Chong (pictured), StarHub’s former VP of brand experience, is joining Mediacorp to undertake a role in the marketing team as head of consumer marketing. He will be reporting to newly-appointed Mediacorp CMO Debra Soon, Marketing understands. Mediacorp declined to comment on the move.

Prior to the move, Chong was with StarHub for over 18 years and was instrumental to the growth of the StarHub brand. Last year, the Singapore Advertiser’s Association (SAA) elected Chong as its new president.

The move follows the recent appointment of Soon to the newly created role of CMO, as part of Mediacorp’s effort to create an integrated marketing organisation. This is with the aim of bringing together the majority of its marketing and communications personnel under a unified leadership.

The integrated marketing organisation will oversee Mediacorp’s corporate branding and consumer marketing while supporting trade and affiliate marketing. According to Mediacorp CEO Tham Loke Kheng at the time, the new integrated marketing organisation will unify branding efforts across the company, strengthen its brand identity and communicate consistent messages as part of its efforts to create better, on-brand experiences for consumers. It ultimately wants to create a more personalised and relatable Mediacorp.

The past year has seen Mediacorp undergoing restructures in a bid to digitally transform the organisation. This saw the appointment of Parminder Singh as its chief commercial and digital officer, who was formerly MD at Twitter Southeast Asia, Middle East, North Africa and India. Singh’s role combined what were previously two separate positions in the company and follows a series of recent hires reflecting Mediacorp’s move to bolster its digital capabilities.

Mediacorp also appointed Tham as CEO and board director in September 2017. Tham brings extensive media experience, especially in content and marketing, having held senior management and leadership roles in terrestrial free-to-air TV, Pay TV and broadband services. This was in leading Asian operators in Singapore, Taiwan and most recently, Hong Kong.

To move towards a digital-first future, the company recently discontinued the print versions of 8 DAYS, i-Weekly and ELLE, which will end its print from September onwards. While 8 DAYS and i-Weekly go fully digital, Mediacorp discontinued its print licence with ELLE, the last edition being October 2018. The year before, the company also discontinued the print editions of its Style brand of magazines, which saw the migration of its Style and Style: Men content to its digital portal styleXstyle. It also stopped the print of TODAY.

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