#Singapore #Stagwell #South China Morning Post #APAC Summit

Stagwell Expands into Asia-Pacific with Future of News Summit

Stagwell Inc., the innovative challenger network, has successfully expanded its Future of News initiative into the Asia-Pacific (APAC) region, highlighted by a significant summit at the American Chamber of Commerce in Singapore. This event was held in collaboration with the South China Morning Post and focused on critical updates in the news advertising landscape.

The goal of this summit, which took place on October 10, 2025, was to understand public sentiment towards news media and advertising as well as to showcase research findings derived from almost 10,000 respondents across four key APAC nations: Hong Kong, Japan, Singapore, and Vietnam. The study, carried out by Stagwell's research arm HarrisX, is a continuation of previous news-focused research efforts made in North America and the UK.

Key Findings from the Research

The research unveiled some compelling insights:

• - A notable 74% of adults in the APAC region identify as regular news readers, averaging 7.1 articles read daily.
• - Approximately 21% are categorized as 'news junkies', checking the news 7.2 times a day and consuming an average of 9.4 articles.
• - The data illustrated a greater interest in news (21% closely following it) compared to other topics like sports and entertainment (19%).

Even more interesting was the lack of brand safety concerns when advertising adjacent to news content. Respondents across various demographics, particularly News Junkies and younger generations, showed no significant issues with brand safety.

Among highly educated individuals, the intent to purchase brands associated with news articles on global affairs and crime was recorded at 66% and marginal differences existed between these figures and those related to sports or business, indicating that it's safe for brands to advertise alongside any type of news content.

One significant segment of the findings showed that 77% of parents were inclined to purchase brands associated with news articles covering topics like crime and entertainment. Mark Penn, Stagwell’s Chairman and CEO, emphasized, “The study's conclusions reinforce the trustworthy relationship between reputable journalism and brands that connect effectively with engaged audiences.”

Engaging Discussions and Thought Leadership

The summit included informative panels, one of which discussed how news serves as a vital tool for brands. Speakers included leading journalists and representatives from esteemed media outlets like CNN and Business Insider. Kevin Huang, COO at South China Morning Post, addressed the need for marketers to prioritize brand suitability, advocating for a future wherein brands align their advertising efforts with trustworthy journalism to share impactful stories that resonate authentically.

Attendees had the opportunity to engage in discussions about the evolving landscape of journalism in the APAC region and how marketers could leverage these insights for better brand connect. This summit underlined the importance of news media in shaping consumer perceptions and the crucial role of responsible advertising.

Leaders across various markets participated in this event, gaining valuable insights into how the complexities of the news environment can be advantageous for brands. Notably, the insights aim to facilitate better marketing strategies within this unique cultural context in APAC.

For those interested in learning more, recordings and content from the summit are accessible on Stagwell’s YouTube channel, alongside comprehensive research details on their official site.

Looking Ahead

Stagwell continues to be a frontrunner in transforming marketing by harnessing the interplay of technology and creativity, thereby enhancing business outcomes for its clients. As journalism plays an increasingly significant role in consumer trust and behavior, initiatives such as the Future of News are crucial in aligning advertising with quality content.

To keep updated with Stagwell's developments and research, you can visit their website or reach out directly with inquiries. The Future of News initiative promises to bridge the gap between media and marketing, establishing new norms in how brands interact with news content.