Mediacorp Brand Studio Expands Content Marketing Capability

Mediacorp has announced the expansion of Brand Studio, the content marketing arm under its Digital Group. Brand Studio brings together some 30 former editors and journalists and other content producers with editorial know-how previously from different parts of the company, broadening and deepening the company’s ability to deliver high impact content solutions to clients.

Helming Brand Studio is Benjamin Gajkowski who has over 10 years’ experience working in media companies like Axel Springer SE and Gruner and Jahr. Mr Gajkowski will oversee all business aspects of the unit, allowing Phin Wong as its Executive Creative Director to focus on creating and delivering branded content. Mr Wong has over 20 years of experience in content creation as an editor and journalist. The team combines a wealth of existing expertise in the areas of editorial, customised publishing, digital marketing, commercial production and client servicing, boosted by digital hires in recent months.

Brand Studio has grown from strength to strength since its inception in 2015, delivering successful campaigns for clients including MasterCard, South Australia Tourism Commission and Uniqlo. In response to advertisers’ growing desire for branded content, the expanded team now offers a full range of content marketing products leveraging Mediacorp’s range of media platforms to help clients tell compelling stories that their audiences care about.

Benjamin Gajkowski, Head, Brand Studio, Mediacorp said, “Content marketing is clearly the way forward in advertising. I’m thrilled to be part of a team that combines decades of storytelling knowledge, a well-developed understanding of the Singapore market and a fast, responsive agency service culture to help clients fulfil their branding needs through content that intuitively connects.”
Added Mr Gajkowski, “We provide companies of all sizes with seamless support from concept, brief and production to media choice, placement and performance. We take a customer-centric approach, always, as we believe that clients know best what they want and who they are targeting. And then we come in with creative solutions that are bold, innovative and often surprising to our clients.”

Recent campaigns include Goldheart, Manulife and Singtel.

Goldheart Jewelry’s ‘Daughter’ campaign was launched to promote the new line of wearable, versatile ‘Si Dian Jin’, the traditional Chinese betrothal gift of “four touches of gold” to reach out to the demographic of modern brides who would rather not compromise their personal style for the sake of tradition. The strategy was to create content that presents both the modern bride’s life and the traditional mother-in-law thought process in a real and relatable way. The campaign was a smash success, racking up over 470,000 views on Goldheart’s YouTube channel within two months, 1.7 million social media impressions and a cumulative reach of 3.5 million on television. Goldheart Jewelry also recorded a 400 percent increase in Si Dian Jin sales in those two months.

Ms Toni Chew, Business Director of Goldheart Jewelry said, “Brand Studio’s idea of paying tribute to long standing traditions in a modern society like Singapore was wonderful and spot-on. They were able to demonstrate creativity and professional integrity, delivering high quality work while remaining receptive to our feedback throughout the project. It was a truly enjoyable and rewarding experience.”

The Singtel campaign was a great example of how the team created informative, highly engaging content by combining different storytelling formats including video, infographics and a long form feature. It bagged a Bronze award at the Transmedia Campaign category at the 2016 Hall of Fame awards.



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