Morning Studio Promotes Good ESG Practices in Hong Kong

January 29, 2019
SCMP Updates
Holistic approach that comprises a branded channel with written and video content across three episodes, social media posts and banner ads

Global accounting, tax and advisory firm BDO collaborated with SCMP for a second time, this time extending the partnership beyond the event itself to raise awareness of and drive corporate participation in its BDO ESG Awards.

Held for the first time in 2018, the awards are aimed at encouraging companies to make sustainable practices an integral part of their business approach.

For 2019, the second year of the awards, the SCMP is once again co-organiser of the event, as well as an official media partner. This year, however, the partnership expanded into digital content: BDO teamed up with SCMP to build pre-awards momentum, and to encourage corporate organisations to participate in the awards, which will be held in February 2019.

The result is a dedicated branded content channel called “In Good Company”, created by Morning Studio, SCMP’s new branded content division, for the SCMP site and related platforms.

Consisting of three episodes, “In Good Company” features interviews with decision-makers at ESG-conscious companies about why being socially responsible is good for business.

The first episode launched in October 2018, spotlighting the flexible and inclusive work environments fostered by Linklaters and Jones Lang LaSalle. The second episode, launched in december 2018, focused on Landmark Mandarin Oriental. It also featured video interviews with the business’ leaders regarding their approach to minimise waste and source food sustainably. The third and final episode will launch in March 2019, after the BDO Awards have wrapped up.

Taking a comprehensive approach to its content strategy for the project, Morning Studio is appealing to readers through engaging stories, images and video testimonials, Facebook and LinkedIn posts targeted at Hong Kong’s business community. To promote the content, SCMP has also committed to close to 1 million worldwide banner impressions on SCMP.com.

Discover how Morning Studio’s creativity, resources and expertise can help your brand deliver its message to the right audiences. Contact us for more information.
 

About South China Morning Post 

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.Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including scmp.com, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  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.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether SCMP.com, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

For further information, please contact us