Integrating ‘new’ and ‘old’ media in marketing communications is an increasingly popular strategy: Strategic Integrated Marketing Communications Report, SUSS, Singapore

• Integrating ‘new’ (digital) and ‘old’ (traditional) media in marketing
  communications is an increasingly popular strategy. Critically discuss the
  opportunities and challenges that this approach presents.

Brands

1. Shoppee- an e-commerce giant under SEA Group which is one
   of Singapore’s most successful start-ups.
2. Ninja Van- a delivery service business started by three
   Singaporeans in 2014 that has now expanded to several countries in South East Asia.
3. TWG Tea– a home-grown Singapore company with outlets in 23
   countries around the world, TWG is often mistaken as a premium tea brand from Europe.
4. Banyan Tree Hotel & Resorts- Asia’s premier luxury hotel and
   resort brand founded by a Singaporean businessman with over 48 luxury hotels in 29 countries, with spas and even championship golf courses
5. Cadbury Chocolate- a British multinational confectionery company that is the second-largest confectionery brand in the world.
6. Victoria’s Secrets- American lingerie, clothing, and beauty retailer known for high visibility marketing and branding.