South China Morning Post ramps up on consumer intelligence; rebrands commercial business to “SCMP Advertising”

Hong Kong, 3 May 2021 – The South China Morning Post (SCMP) announced today that the Advertising and Marketing Solutions team will be rebranded as SCMP Advertising to emphasise and strengthen its focus on digital innovation to help drive impact for brands and partners. 

SCMP’s digital transformation has earned the news publisher a strong reputation for innovation and the rebranding is part of a strategic initiative to align its advertising business with its well-established digital expertise to empower clients with tools that deliver more effective and efficient campaigns.   

The rebrand solidifies SCMP Advertising’s position as a leading insight-driven brand partner committed to driving client success across APAC, after being the first news publisher in Asia to launch a first-party data platform in SCMP Lighthouse and brand suitability tool in SCMP Signal. These digital tools have garnered positive feedback from clients who can look forward to new and updated features when SCMP launches their next iteration this year.   

SCMP Advertising’s rebranding reinforces our legacy as a trusted partner that works with brands to make an impact with readers. This is a significant step in our evolution that showcases our commitment to industry innovations that drives performance and our commitment to our clients,” said Elsie Cheung, SCMP’s Chief Operating Officer.

SCMP Advertising’s mission is to help brands and partners to make an impact with readers seeking to understand global issues from an Asian perspective. SCMP’s expanding international audience has allowed advertisers new opportunities to connect with globally-minded readers, making SCMP Advertising the news marketing partner of choice across the APAC region with a reach of nearly 51 million monthly readers globally. SCMP Advertising connects thought-leading editorial content with brands across print and digital media platforms and develops leading digital marketing solutions, and runs campaigns that deliver results. 

SCMP Advertising offers a comprehensive portfolio of integrated offerings with 360-degree multiplatform coverage and campaign effectiveness. In addition to its first-party data platform, SCMP Lighthouse, to support its clients with purposeful intelligence that delivers more effective and efficient campaigns to highly-targeted audiences. At the same time, SCMP holds brand safety as a top priority and has developed the publisher-built brand suitability tool SCMP Signal to ensure partners’ messages are placed in the optimal context. SCMP Advertising’s offerings includes its award-winning brand-storytelling team Morning Studio which continues to give leading clients across APAC a voice through bespoke content marketing solutions.

ABOUT SOUTH CHINA MORNING POST

The South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. SCMP’s vision is to “Elevate Thought” and our mission is to “Lead the global conversation about China”. Additionally, SCMP publishes a portfolio of premium lifestyle and fashion titles in Hong Kong including Cosmopolitan, ELLE, Esquire and Harper’s BAZAAR. SCMP is also home to Abacus, a digital news brand focused on China’s tech industry; Inkstone, a daily news brief for those curious about China’s growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China. In 2020, SCMP became the first news organisation in Asia to join the Trust Project, a consortium of top news companies developing global transparency standards for credible journalism. 

ABOUT SCMP ADVERTISING 

SCMP Advertising’s mission is to help partners make an impact on readers who want to understand global issues from an Asian perspective. Our principal focus is to deliver effective and efficient marketing solutions that engage and activate the right audiences through a comprehensive portfolio of integrated offerings – including SCMP Lighthouse, the first Asia publisher built first-party-data platform that offers marketers unparalleled consumer insights to drive efficiencies by enhancing audience targeting, and SCMP Signal, a proprietary brand suitability tool that offers marketers with customisable contextual, keyword & sentiment targeting options. The award-winning studio Morning Studio offers clients with successful bespoke brand-storytelling solutions. Visit advertising.scmp.com for more information.

For more information, please contact:

Elgen Kua

elgen.kua@scmp.com

Stef Lo

stef.lo@scmp.com