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Singapore, 3 May 2017 - SPH Content Lab -- specialists with one mission: to tell the story of things. 

The team is Singapore Press Holdings’ (SPH) one-stop shop for content marketing, and a juggernaut. Uniquely, it is fuelled by SPH archives, research and insights, creative partners, and an abiding understanding of audiences. Its full suite of resources enables it to drive campaigns swiftly across multiple formats: print, digital, video, radio and out-of-home.

Helmed by award-winning print and digital journalists, it embodies SPH’s style of storytelling, which aims to craft, then amplify, big ideas across the group’s brand-safe media assets including The Straits Times, The Business Times, AsiaOne and Lianhe Zaobao.

Ms Serene Goh, Head of SPH Content Lab, said: “With technology moving so fast, strong narratives have become more critical to how we form attachments to things around us.

“Journalists have always tried to make sense of what’s happening through stories. We approach stories with curiosity and empathy, and that’s the start of innovative storytelling. For our clients, it’s an approach that helps them connect with folks they want to reach.”

At the heart of SPH Content Lab’s strategy: people. The team develops solutions to reach them wherever they are, partnering with clients to co-create compelling stories that forge lasting relationships between brands and audiences. Among many others, it has developed content marketing solutions for Canon, Cathay Pacific, Citibank, ExxonMobil, Health Promotion Board, G2000 and MCC Singapore. Most recently, the team won Best Digital Advertising Campaign -- Silver for the Canon: From a Mother to a Mother campaign at the 2016 WAN-IFRA Asian Digital Media Awards.

Among SPH Content Lab’s partners are Mr Tommy Lim, Head of SPH CreativeLAB, who leads advertising and design strategies, and Ms Joanne de Rozario, Managing Director of Brand New Media (BNM), an international leader in video-led content marketing campaigns.

CreativeLAB’s accolades include awards at The New York Festival, The Marketing Sparks Award, Creative Circle Awards, Marketing Magazine’s Marketing Excellence Awards, as well as the Pacific Area Newspaper Publishers’ Association’s (PANPA’s) Creative Person of the Year and Advertising Awards.

Meanwhile, BNM has to its name Singapore Media Awards’ Best Use of Content, Marketing Excellence Awards – Gold: Excellence in Content Marketing. BNM’s Stretch or Splurge Sydney Campaign for Scoot Airlines in partnership with MEC Singapore also won an Asian Television Award for Best Digital Series. Previous successful campaigns for MCC Land, NTUC FairPrice, Ayam Brand and The Coca Cola Company saw a 100X ROI in media value, as well as increases in sales ranging from 40 to 200 per cent.

SPH Content Lab works with the group’s newsrooms, The Straits Times, The Business Times, The New Paper, as well as SPH’s Chinese, Malay and Tamil titles. It also collaborates with SPH Radio, to activate the theatre of the mind, and The New Paper’s THINK, for cutting-edge infographics.

Ms Goh’s own publishing experience spans more than 20 years, with a special focus on the millennial audience. For over a decade before her current posting, she led The Straits Times’ young reader department to 14 global awards recognising excellence from PANPA, International News Media Association (INMA) and Association and World Association of Newspapers and News Publishers (WAN-IFRA). She launched and drove hit campaigns including the RHB-The Straits Times National Spelling Championship and social-innovation hackathon, the MCCY-Straits Times Idea Jam. She started as a reporter with The Straits Times Life! section, then moved on to become an assistant news editor at its Newsdesk. In between, she wrote features at ELLE (Singapore) magazine, headed The Edge Singapore’s Options section, and was a correspondent with SPH’s erstwhile print-and-digital tabloid, Project Eyeball.

Joining her are SPH Content Lab’s award-winning digital and print editors. Ms Cynthia Loh, Deputy Head (Digital), and Ms Leong Phei Phei, Deputy Head (Print), are career editors who shape content marketing innovations such as BrandInsider, specialty print supplements, and sections such as Bon Voyage and The Straits Times Classifieds.

Ms Elsie Chua, Chief Marketing Officer of SPH's Integrated Marketing Division, said: “We aim to be the end-to-end media partner for our clients. Our content marketing solutions are fuelled by SPH’s content and strategy teams, and delivered across media – print, digital, radio and out-of-home – to achieve effective business outcomes that delight our clients and engage audiences.”

For more information on SPH Content Lab, please visit:

For more information on Brand New Media, please visit:


SPH CreativeLAB

Brand New Media Singapore Pte. Ltd.

SPH Newsrooms (EMTM/CMG): The Straits Times, The Business Times, The New Paper, AsiaOne, Lianhe Zaobao, Lianhe Wanbao, Shin Min Daily News, Berita Harian, Tamil Murasu and Tabla


SPH Marketing Communications

SPH Radio

SPH Magazines

Sphere Exhibits


Issued by Singapore Press Holdings Limited
Co. Regn. No. 198402848E

For marketing and media enquiries, please contact:

Serene Goh (Ms)
Head, Content Lab
Sales, Strategy and Operations
SPH Integrated Marketing
DID: 6319-5321

Koh Weng Wai (Mr)
Head, Marketing Communications
Sales, Strategy and Operations
SPH Integrated Marketing
DID: 6319-8913

Reina Lee (Ms)
Assistant Manager, Marketing Communications
Sales, Strategy and Operations
SPH Integrated marketing
DID: 6319 8919

Deror Wong (Mr)
Assistant Manager
Corporate Communications & CSR 
Singapore Press Holdings Limited
DID: 6319 1226 

About Singapore Press Holdings Ltd

Incorporated in 1984, main board-listed Singapore Press Holdings Ltd (SPH) is Asia’s leading media organisation, engaging minds and enriching lives across multiple languages and platforms.


The English/Malay/Tamil Media group comprises the print and digital operations of The Straits Times, The Business Times, The New Paper, Berita Harian and their respective student publications. It also includes subsidiaries Tamil Murasu Ltd, which publishes Tamil Murasu and tabla!; book publishing arm Straits Times Press; SPH Data Services, which licenses the use of the Straits Times Index in partnership with the Singapore Exchange and FTSE-Russell Ltd; financial data company ShareInvestor; the two English stations of SPH Radio - Kiss92 and ONE FM 91.3 and SPH Golf (including SPH Pacom Ltd). 

The Chinese Media group publishes three Chinese newspapers in print and digital format - Lianhe Zaobao, Lianhe Wanbao and Shin Min Daily News; four student weeklies - zbCOMMA, Thumbs Up, Thumbs Up Junior and Thumbs Up Little Junior, and ZBBZ Newsgazine. It also operates SPH Radio's Chinese radio station, UFM100.3, and Focus Publishing, which produces a range of books and magazines including U-Weekly.

SPH's other new media initiatives include AsiaOne, Stomp, and SPH Razor. 

On an average day, 2.5 million* individuals or 59 per cent of people above 15 years old, read one of SPH's news publications in print copies or one of our digital platforms. 
* Nielsen Media Index 2016, Monday-Sunday, read any SPH newspapers in print or digital format)

SPH Magazines, SPH's wholly-owned subsidiary, publishes and produces more than 100 magazine titles and has various online sites, like and in Singapore and the region, covering a broad range of interests from lifestyle to information technology. It has also invested in digital newsstand Magzter.

SPH also provides out-of-home (OOH) advertising options where it manages large format digital screens and static billboards at key locations in the Central Business District, Orchard Road, City Fringe as well as major heartland hubs.

SPH Buzz is a modern retail convenience chain with a network of stores around the island.

SPH has a 20 per cent stake in MediaCorp TV Holdings Pte Ltd, which operates free-to-air channels 5, 8 and U, and a 40 per cent stake in MediaCorp Press Limited, which publishes the free newspaper, Today.


SPH REIT is a Singapore-based REIT established to invest in a portfolio of income-producing real estate primarily for retail purposes. SPH REIT comprises Paragon, a premier upscale retail mall and medical suite/office property in Orchard Road and The Clementi Mall, a mid-market suburban mall in the centre of Clementi town.

The Seletar Mall, located in Sengkang, is SPH's latest retail development. This property is a potential asset to be injected into SPH REIT. SPH’s wholly-owned subsidiary, Times Development Pte Ltd, also developed a 43-storey upmarket residential condominium, Sky@eleven, at Thomson Road.

Other Businesses

Online Classifieds

SPH’s online classifieds include the leading online marketplace for jobs (STJobs, FastJobs), property (STProperty), cars (STCars) and general classifieds (STClassifieds,Trezo), sgCarMart and StreetSine.

SPH's regional joint venture online classifieds business has a number of leading online classifieds sites in the region.

Events and Exhibitions

Sphere Exhibits, Sphere Conferences, Exhibits Inc and Bizlink Exhibition Services organise innovative consumer and trade events and exhibitions as well as large scale conferences in Singapore and the region. 

SPH owns Orange Valley which operates nursing homes. 


SPH has a 22 per cent stake in preschool and enrichment provider MindChamps.

For more information, please visit