Connecting Brands with Asia-Curious Audiences

South China Morning Post (SCMP) today launched Morning Studio, a dedicated branded content team that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings.

“Morning Studio” is named for the optimism and fresh ideas that each day offers and because of its role as the creative arm of the “Morning Post”. Over the past century, SCMP has established itself as the authoritative voice charting Asia’s endless possibilities, and now Morning Studio is bringing others into these conversations that will brand the next century.

Morning Studio is the latest in innovations at SCMP designed to lead the news industry amidst a rapidly evolving digital consumption landscape. Earlier this year, SCMP launched new digital products, Inkstone (daily-digest China stories), Abacus (China Tech) and Goldthread (food and culture). The launch of Morning Studio also comes on the same day as SCMP unveils its brand new website (beta version). With personalised settings powered by AI to deliver the most interesting stories to individual users, brands can now identify their targeted audience more precisely and effectively on SCMP.com.

“Morning Studio is the capstone of this grand platform that connects readers and advertisers around the globe who want to be a part of the conversation about China that the SCMP is leading,” said Romanus Ng, SCMP’s General Manager of Advertising & Marketing Solutions. “Morning Studio helps advertisers to not only reach, but also to engage these unique Asia-curious audiences.”

“Content builds relationships - Morning Studio helps brands build content strategy on our platforms that will form stronger bonds with their target customers,” said Karrie Lam, Head of Sales and Marketing Solutions at SCMP and curator of Morning Studio.  “We are excited about the many mornings that lie ahead where our creative ideas help connect readers and advertisers.”

In 2009 SCMP led the industry in setting up the Marketing Solutions Team, and now Morning Studio has incorporated this award-winning group to pioneer the next frontier. Morning Studio brings together world class branding strategists, multimedia designers, audio/video producers, and editorial experts who have a deep understanding of SCMP’s readers. Morning Studio’s online content can be enhanced by offline offerings such as sponsored supplements, bespoke publications and customised events.

“Morning Studio provides a platform for 360° content creation with a truly multimedia approach to creating experiences and telling stories,” said Michala Sabnani, Branded Content Director. “Our branded content is crafted with SCMP’s highest editorial standards and enhanced by the unique voice of the particular SCMP platform on which it is featured, whether that is SCMP.com, Abacus, Inkstone or Goldthread.”

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