SHANGHAI– LiquidThread, a special unit at SMG (Starcom MediaVest Group,星传媒体) focused on Branded Entertainment, recently has appointed Silvia Goh(吳蕙憑) as Managing Director, SMG LiquidThread China.


In her new role, Silvia will drive framework development of Branded Entertainment (BE) programs, as well as ensure strategic leadership and solution based thinking of new BE activation approaches. She will also provide solution based thinking, direction, management and support to our planning teams as well as soon-to-be-expanded BE team.

The LiquidThread unit works in partnership with SMG’s planning teams across all clients and all platforms and screens.

Bertilla Teo, SMG Greater China CEO, said, “The mission for LiquidThread is to reinvent the impact of messaging by creating and identifying unique ways to connect consumers to brands or engaging consumers in conversations the consumer finds meaningful. SMG continuously innovated and explored the new way to touch the consumers. Branded Entertainment will effectively connect the consumer with brand.”

Silvia brings over 10 years of media and creative experience. Prior to her current role, Silvia was at MTV Asia as Vice President, and also worked at PCCW Directory Limited as its Vice President – User Experience / e-business. Before her stint at MTV, Silvia was heading the Digital and New Media Creative team at JWT.

By: admin


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