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SINGAPORE -- M&C Saatchi Singapore will handle the $1 million-plus corporate 'tuning-in' campaign for new broadcast entrant SPH MediaWorks.

MediaWorks, part of dominate publisher Singapore Press Holdings, will launch two terrestrial TV channels on May 21. The channels, English-language TV Works and Chinese-language Channel U, have separate branding campaigns handled by Lizard Storm and 10AM Design, respec-tively. M&C's brief is the overall corporate branding for parent company MediaWorks.

There was a pitch involving three agencies, but SPH Mediaworks' Vice President-Corporate and Business Communications Lim Mei-Mei declines to name them.

"We chose M&C for their creativity," Ms. Lim said, "and they conducted an external/internal survey for us involving the trade and opinion formers. The results were used to streamline the message, the essence of MediaWorks as a brand."

Ms. Lim added that M&C Saatchi had also done a good job on the agency's own branding after its split from Saatchi & Saatchi.

The campaign will break at the end of March. "We are targeting middle-income Singaporeans," Ms. Lim said, "with an emphasis on the young and hip that belong to a family.

MediaWorks' tagline, "Broadcasting for the Broadminded," is the only part of the ad disclosed so far.

"We are daring to make a difference to the media landscape," Ms. Lim said. "There is little channel loyalty here [since there's previously been a monopoly], and we are seeking to change that."

Copyright March 2001, Crain Communications Inc.

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