MEDIA-I: Asiacontent buy out rebrands firm as Convertium

<p>SINGAPORE: Asiacontent.com's Singapore office has undergone a </p><p>local management buy-out to take a more prudent approach to business and </p><p>a company name change to 'Convertium'. </p><p><BR><BR> </p><p>The business' three core practices will be content management for </p><p>interactive mediums, as well as digital marketing and web development. </p><p>Former general manager, Gerard Lim, who now has a majority stake in the </p><p>company, will become managing director. </p><p><BR><BR> </p><p>Other equity holders include business director Derrick Seeto and </p><p>non-executive director Leong Heng Cheong. </p><p><BR><BR> </p><p>Lim said: "Very little was paid for the business but there were some </p><p>asset transfers and we had to takeover outstanding obligations to </p><p>clients. We could see the business was very viable as long as we work to </p><p>ensure we keep costs down." </p><p><BR><BR> </p><p>He added that the name Convertium was chosen because it was memorable </p><p>and had some significance. "It's about converting data into information </p><p>and knowledge and getting those that are offline to move online." </p><p><BR><BR> </p><p>The company's clients include those that were previously with </p><p>Asiacontent.com such as Dumex, Asian Civilizations Museum and NTUC Link, </p><p>as well as new clients such as Sara Lee. </p><p><BR><BR> </p>