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SPH launches new creative and content marketing unit Sweet

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Since mid-June, agency leads and trade professionals from Dentsu Aegis Network, OMD/PHD, Group M, IPG and Zenith (Publicis) were engaged in candid panel discussions on the future of content marketing with publishers, led by Singapore Press Holdings (SPH) editors and leadership team. 

The company’s strategic move towards priming its operations for stronger innovation, led first, by bringing together its content marketing teams - SPH Content Lab and Brand New Media - along with CreativeLAB and Think, as one unified entity to offer top-of-class client solutions.

The launch of the Sweet brand marks a commitment by SPH to strengthen its alliance with agencies and clients. It meets an increasing demand among clients for integrated storytelling across a range of multimedia formats, which has been steadily growing over the past two years.

Sweet marks the spot for brands, with SPH’s creative powerhouses now a full-service business unit positioned to deliver solutions in content, creative, branding, events, advertising campaigns and inbound marketing.

Sweet is fully owned by SPH, and managed by a dynamic, growth-oriented leadership team, a highly credentialed group of marketers, strategists, creators, writers, designers and producers. Drawing on the company’s resources, deep consumer insights and access to audiences across omni-channel platforms, it offers a diverse suite of formats, seamlessly executed.

At its helm is Damien Bray, chief Sweet officer. The previous CEO of SPH subsidiary Brand New Media Asia brings with him 25 years of experience in operating marketing service agencies.

Bray said: “This is an exciting time as we bring together the combined talents and experience from Brand New Media, SPH Content Lab and CreativeLAB, as well as Think, to add value and support to clients, as well as complement and partner with the capabilities of their agencies. I'm super excited to be leading such an amazingly talented creative and content team. We will also be introducing additional resources to help drive client ROI as well as expand the creative possibilities in areas such as immersive media and brand films.”

SPH chief marketing officer Ignatius Low said: “With Sweet, we are able to maximise our considerable pool of resources in the creative and content marketing areas, ensuring that we give the best possible experience and outcomes to our clients.”

The Sweet leadership team comprises:

Damien Bray, chief Sweet officer (previously CEO of Brand New Media Asia)

Tommy Lim, head of creative (previously head of SPH CreativeLAB)

Serene Goh, head of editorial content (previously chief content strategist SPH Content Lab)

Ken Jalleh Junior, head of visual content (previously chief executive of Think)

Jonathan Ng, head of video content (previously chief multimedia strategist Content Lab)

Vim Shanmugam, head of TV and film production (previously executive producer, Brand New Media Asia)

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