The company formerly known as BBC Broadcast will use Singapore as a hub for Southeast Asia with a focus on digital content.
UK clients include the BBC, which sold the company in 2005, ESPN, Discovery and Virgin Media, and the initial plan is to extend these relationships to Asia-Pacific.
UK clients include the BBC, which sold the company in 2005, ESPN, Discovery and Virgin Media, and the initial plan is to extend these relationships to Asia-Pacific.
Red Bee Media launched in Beijing at the beginning of the year, adding to offices in Sydney, Paris and London.
Former Nokia and Microsoft marketer and content manager Petri Nikula has been hired to run the Singapore office as vice-president, Southeast Asia. He will report to Beijing-based Asia EVP Anthony Shang.
Red Bee Media’s CEO, Pam Masters, said: “Petri’s skills and experience will be invaluable in winning new business in Asia.”
She said the team planned to grow quickly, but would not reveal growth targets.
Masters added: “Singapore will act as one of our digital media hubs, serving Asia-Pacific and linked to our other offices such as Beijing.”
She hinted that India was most likely Red Bee Media’s next launch market.
The company’s focus in Singapore will be on IPTV, video-on-demand, online advertising and mobile content before expanding into other media. Beijing will handle branding and promotions projects while the Sydney office will centre on creative services.
Working together, the intention is to form a triumvirate of branded content services across the region.
Red Bee Media already has an Asian client base having worked with Star, ESPN, i-Cable Hong Kong and ATV. The Beijing office recently struck a deal to create on-air branding for a soon-to-launch channel from Shanghai Media Corporation.
The company, which is now owned by Australia-based Macquarie Capital Alliance Group, has 1,400 staff and 2006/7 revenues of pounds 127 million (US$265 million).
Its recent projects include the creation of an on screen identity for News X in the India market.
