Shaping marketing: industry recognises SCMP’s female leaders for outstanding Asia-Pacific branded content achievements

August 27, 2020
SCMP Updates

Senior female executives at Morning Studio – the South China Morning Post’s dedicated branded content arm – have won not one, but two top marketing awards recognising their outstanding achievements.

Karrie Lam, vice-president of sales and marketing solutions, was named one of this year’s 40 “Women to Watch” at Campaign Asia-Pacific’s annual awards event, which celebrates inspiring and exceptional female talents across marketing, media, technology and communications in Asia-Pacific.

Michala Sabnani, branded content director of the studio, received one of the “ContentMoguls50” awards at this year’s Asia-Pacific content marketing recognition platform, Content Market Summit Asia. 

“I’m thrilled to be part of this exceptional female talent tribe,” Lam says after being honoured as one of this year’s Women to Watch – an accolade that advocates diversity and celebrates achievements in the marketing communications industry.

Industry-veteran Lam, who was instrumental in launching Morning Studio in autumn 2018, led the team as it generated a 50 per cent annual growth in branded content revenue.

The months-long Hong Kong pro-democracy protests and global Covid-19 pandemic have not prevented Lam from orchestrating the team’s award-winning branded content campaigns, which have seen Morning Studio gain global recognition.

She believes the motto, “content builds relationships” has influenced the evolution and ethos of the studio, which helps advertisers reach, engage and form a stronger connection with SCMP’s unique China-curious audiences.

It is a credo shared by Sabnani, selected by a panel of judges as one of two ContentMoguls50 award winners in the Agency Partner category in Asia-Pacific, which recognises her as one of the region’s finest content marketing practitioners.

“Advertising content must be as engaging and authentic as possible,” Sabnani says about her driving principle.  

Sabnani has spearheaded Morning Studio’s prize-winning projects, such as  its seven-part “Hello Hainan” experiential travel content series – produced in partnership with China’s Department of Tourism, Culture, Radio, Television and Sports of Hainan Province – which won the Native Advertising Campaign of the Year at the 2020 The Drum Online Media Awards. 

“It feels wonderful receiving the industry’s recognition, and we’re grateful to work with such a great team,” Lam and Sabnani say. “Morning Studio’s talent helps us realise our vision of excellent branded content.”They both understand the capabilities of content marketing and how brands can use it to drive success. 

That’s why these two dynamic and creative female leaders aim to continue what they do best – helping to build profitable brands by producing unique, engaging and results-orientated content.

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, 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, 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