• 6: The New SCMP, circa 2018

  • Mar 11 2022
  • Length: 29 mins
  • Podcast

6: The New SCMP, circa 2018

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  • Summary

  • 2018 was a year of triumph for the SCMP. New offices in Hong Kong’s Times Square were just one step in an entire rebranding of the SCMP, and they provided a dramatic departure from the dark, dingy headquarters where SCMP had spent years as the flagship newspaper of Hong Kong. Most importantly, the new space acknowledged the importance SCMP’s leadership placed on providing a “diverse, joyful, vibrant environment” in which employees could pursue the profession of journalism.
    The new brand, with its distinctive colors and logo, was introduced at the same time. A new marketing campaign to promote the new corporate identity was launched. New Products were in the mix. And the new offices, with cutting-edge video facilities, made it clear that the SCMP was on track in its transformation from an analog local newspaper to a global digital media powerhouse.
    Will the employees, used to a different cultural milieu, warm to the flex seating arrangement? Will they get engaged in the promotion of the SCMP’s new identity and branding? How will they accept this clear departure from the “old” SCMP with its longstanding traditions?
    Background: The SCMP’s New Home: https://www.scmp.com/video/scmp-originals/2133244/scmp-moves-new-home
    Engaging Digital and Cultural transformation https://www.mmoser.com/en/work/south-china-morning-post-hong-kong
    How the Marketing World Saw the SCMP’s New Branding
    https://www.marketing-interactive.com/scmp-reveals-major-redesign-and-new-offices
    Gary Liu Betting on Tech to Transform the Business https://splicemedia.com/stories/scmp-data-ai 
    Gary Liu’s TED Talk of 2018 re Rapid Growth of the Chinese Internet and Where it’s Headed
    https://www.ted.com/talks/gary_liu_the_rapid_growth_of_the_chinese_internet_and_where_it_s_headed 
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