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Fox Networks Group Aims to Redefine Advertising in Asia With the Launch of Fox Content Labs

October 27, 2017 Business News No Comments Email Email

FOX Networks Group Asia (FNGA) today announces the official launch of FOX Content Labs. By creating a consolidated service, the new creative production house for FNGA offers brands bespoke solutions and the flexibility to pick and choose genres, channels and formats, which for the first time ever, puts brands at the heart of the most popular FOX content and delivers unrivalled results.

FOX Content Labs was created in response to the shifting brand needs in today’s advertising environment. Consumers are bombarded by 10,000 marketing messages per day and 11% of people use online ad blockers; and while brands vie for their attention through new digital strategies, they’re also struggling to take back control in the face of complex marketing structures and new threats to brand reputation.

FOX’s new offer gives brands more control over ad spend and provides an easier way to create integrated campaigns in a trusted, brand-safe environment. Through unique content production and amplification services, all within FOX’s expansive owned media infrastructure, FOX Content Labs enables brands to increase their reach, deepen their engagement and deliver the most creative and compelling marketing strategies via known and loved channels such as FOX Sports, Entertainment, Movies and National Geographic.

While FOX has been at the forefront of branded content and advertising solutions for years, this is the first time everything in its vast portfolio has been consolidated under one brand and leadership. Unifying all brand funded production capabilities across the APAC region, FOX Content Labs delivers branded content solutions, from concept to creation. It’s an incredible fusion of FOX’s content creation and communications solutions capabilities, packaged with advertiser needs at its heart, operating at the bleeding edge of digital, broadcast, and beyond.

Through FOX Content Labs advertisers can access the global scale and in-market expertise of FOX and work with just one point of contact through central production studios in Hong Kong and Singapore alongside experienced satellite teams in all FOX’s key APAC markets.

Mike Rich, EVP, Sales and Content Partnerships, FOX Networks Group Asia said, “FOX Content Labs challenges the old way of working and reimagines opportunities, giving brands the confidence to sidestep the complexity and brand safety risks that have traditionally plagued integrated advertising; and benefit from a fully tailored solution. This boils down to FOX’s unrivalled ability to produce stellar creative and impactful global assets, then deliver them to attentive audiences in verifiable, brand-safe environments.

“Our goal is to be the number one partner of choice for brands in Asia and the Middle East looking to create premium quality, integrated content solutions; and to help advertisers drive a collective 1 trillion impressions across our key markets every year. With killer content at the heart of our business and a re-energized view on the power of advertising as entertainment, we are unrivalled in our ability to unlock new opportunities and deliver incredible value for the brands we work with.”

The integrated advertising offerings under FOX Content Labs include long and short-form video content, active and passive product integration, celebrity talent access, on-the-ground activations and more; all of which can be shared and extended across consumers’ most relevant touchpoints in every market, from linear TV, to live events, to social and digital platforms.

Already, FOX Content Labs has powered exceptional campaigns for brands in Asia, including:


  • Using Asia’s Next Top Model as a strategic platform for Maybelline, to create active and passive brand integration and digital extensions, reaching over 11 million unique people
  • Leveraging Asia’s Next Top Model to co-create and amplify engaging content for Neutrogena in Singapore; including in-store activations for synergy from awareness to purchase (Silver Award, Excellence in Sponsorship Activation, Marketing Excellence Awards 2016; Gold Award, Best Media Solution-Content Amplification, Spark Awards 2017)
  • Bringing together AccorHotels and FOX Sports, to connect the hospitality brand to the passion and engagement of sports fans across 22 countries in Asia Pacific (Gold Award,Best Use of Branded Content by a Media Owner, Spark Awards 2017)

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