For second consecutive year, SCMP has one of the region’s ‘Women to Watch’

September 6, 2021
SCMP Updates
Michala Sabnani, branded content director of Morning Studio, was named one of the 40 “Women to Watch” for 2021 by Campaign Asia-Pacific. The annual list celebrates the most exceptional and inspiring female talents in marketing, media and communications across the Asia-Pacific region.
Karrie Lam, SCMP’s vice-president of sales and marketing solutions, was featured the same list last year in recognition of her leadership in the launch of Morning Studio, SCMP’s dedicated branded content team, in late 2018. 

As a pioneering member of the Morning Studio team, Sabnani has played a key role in elevating SCMP’s ability to generate revenue through content creation. By using multimedia storytelling to achieve marketing campaign objectives, this fast-growing branded content business has seen 50 per cent year-over-year growth despite the impacts of the Covid-19 pandemic and social unrest in Hong Kong.

She has also helped Morning Studio expand its footprint in the region, with partnerships in mainland China and across Southeast Asia growing by 640 per cent and 320 per cent, respectively, last year. 

With her combination of commercial sensibilities, strong connections to the newsroom and editorial expertise, Sabnani has not only led the Morning Studio team to win awards and honours from The Drum, WAN-IFRA, The Native Advertising Institute and INMA, but also paved the way for SCMP to monetise its social-first, Generation Z-focused media outfit Goldthread for the first time.  
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 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 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 or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.