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SPH launches new creative and content marketing unit Sweet

Singapore, 2 July 2018 - 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.

On the agenda: 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 Inc., as one unified entity to offer top-of-class client solutions.

In a word: Sweet.

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.

The benefit for clients: deep strategic thinking executed by world-class creative talents.

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 Mr 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.

He 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 Inc., 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 Mr 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:

  • Mr Damien Bray

Chief Sweet Officer

Previously CEO of Brand New Media Asia

  • Mr Tommy Lim

Head of Creative

Previously Head of SPH CreativeLAB

  • Ms Serene Goh

Head of Editorial Content

Previously Chief Content Strategist SPH Content Lab

  • Mr Ken Jalleh Junior

Head of Visual Content

Previously Chief Executive of THINK Inc

  • Mr Jonathan Ng

Head of Video Content

Previously Chief Multimedia Strategist Content Lab

  • Mr Vim Shanmugam

Head of TV and Film Production

Previously Executive Producer, Brand New Media Asia

For more details, please contact Mr Damien Bray at


Issued by Singapore Press Holdings Ltd
Co. Regn. No. 198402868E

For more information, please contact:

Damien Bray
Chief Sweet Officer
DID: 82018205 


Andrew Lum 
Assistant Manager
Corporate Communications & CSR
Singapore Press Holdings Limited
DID: 6319 1982



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. 
SPH's core business is publishing of newspapers, magazines and books in both print and digital editions.  It also owns other digital products, online classifieds, radio stations and outdoor media. 
On the property front, SPH owns 70% in a real estate investment trust called SPH REIT which comprises Paragon, a premier upscale retail mall and medical suite/office property in Orchard Road, The Clementi Mall, a mid-market suburban mall and The Rail Mall, a stretch of shopping and dining outlets along Upper Bukit Timah Road. SPH also owns and operates The Seletar Mall.  It is developing a new commercial cum residential site at Woodleigh. It also has a stake in Chinatown Point.
It is in the aged care sector and owns Orange Valley, Singapore’s largest private nursing home operator. 
SPH runs a regional events arm and a chain of Buzz retail outlets. It also invested in the education business.
For more information, please visit