Strategic Integrated Marketing Communications 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 Shoppee- an e-commerce giant under SEA Group which is one of Singapore’s most successful start-ups. Ninja Van- a delivery service business started by three Singaporeans in 2014 that has now expanded to several countries in South East Asia. 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. 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 Cadbury Chocolate- a British multinational confectionery company that is the second-largest confectionery brand in the world. Victoria’s Secrets- American lingerie, clothing, and beauty retailer known for high visibility marketing and branding - PaperQuest | Academic Help, Dissertation Editing & Homework Solutions

Strategic Integrated Marketing Communications

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

Shoppee- an e-commerce giant under SEA Group which is one
of Singapore’s most successful start-ups.
Ninja Van- a delivery service business started by three
Singaporeans in 2014 that has now expanded to several countries in South East Asia.
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.
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
Cadbury Chocolate- a British multinational confectionery company that is the second-largest confectionery brand in the world.
Victoria’s Secrets- American lingerie, clothing, and beauty retailer known for high visibility marketing and branding