MediaCorp has created a native advertising unit to help its tell more compelling brand stories across multiple platforms.

The unit is called Brand Studio and it will collaborate with advertisers to create high-quality original multimedia content that engages their target audience across the company’s media platforms, social media and celebrity influencers.

The new unit is being helmed by Phin Wong, previously Executive Editor at TODAY newspaper where he spent almost eight years overseeing its entertainment and lifestyle section  as well as the Special Projects unit.

Wong brings with him 18 years of editorial experience, including two years as Assistant Editor at MediaCorp Publishing’s 8 DAYS magazine.

On television, he was the host of Channel NewsAsia’s talk show Blog TV for five seasons.

Speaking on the appointment, he said: “I have always believed what the audience wants, above all, is good content. Content they want to receive and want to share, whether that content informs, educates or simply entertains. Brand Studio will provide our clients the opportunity to engage and speak directly to their target audience by offering 360 content that goes beyond any single media platform.”

Wong will be reporting to Chief Commercial Officer Jack Lim, who added: “The creation of Brand Studio dovetailed perfectly with our major re-organisation, moving away from traditional media platforms like TV, radio and publishing, towards a focus on consumers and their preferences. This new initiative shows the importance of customer-centricity and our commitment to continually evolve and improve.”