Buro. Singapore shifts editorial, marketing and commercial focus to Malaysia

Media Publishares, publisher of Esquire, Robb Report and Vogue Singapore, has made changes to its digital platform Buro. Singapore. As of 14 January, the platform's editorial, marketing, and branded content efforts were shifted to Malaysia under the current team Buro247.my. MARKETING-INTERACTIVE understands that this decision came about as it saw more potential for growth in Malaysia given the market size. Meanwhile, it is understood that the company is seeing more growth and demand for Esquire and Vogue in Singapore. Hence, it is consolidating its efforts to focus on where the growth potential is.

Buro. Singapore's website and social media accounts across Instagram and Facebook will continue to be accessible for existing content, and will be updated on an as-needs basis. Also, Buro. Singapore will operate for non-commercial purposes, and will be setting up a shared mailbox shortly for staff writers to access any organic press materials as received. Its clients have been informed of the changes and will continue to share organic press materials as needed. Meanwhile, the Buro. Malaysia team will remain as-is. 

In Singapore, Buro. Singapore collaborated with clients including Hugo Boss, Nespresso, and Marc Jacobs, while in Malaysia, the team has worked with brands such as Chanel for bespoke creative collaborations. Buro. Singapore averages 150,000 unique visitors per month while Malaysia has 200,000 unique visitors. Buro. Singapore declined to comment on the revenue streams of both countries.

As part of the change, Buro. Singapore will also see a leadership shuffle on the editorial team. Rahat Kapur (pictured below), who is currently publisher and editorial director of Buro. Singapore, will take on the new role of editor-in-chief of Esquire Singapore, effective 7 February. Kapur will work alongside the existing Esquire Singapore team, to continue bringing the best in men’s fashion, lifestyle, culture and creativity across print, digital and social media content.

Kapur brings with her over a decade of experience across journalism, communications, media and management consultancy in the Asia Pacific region. Prior to joining Media Publishares, Kapur was head of public relations for the global integrated agency Iris Singapore, where she worked with clients such as Nespresso, Guinness and Glenfiddich.

According to Kapur, Esquire is a global journalistic institution that has always been synonymous with men’s fashion, creativity, flair and above all, incredible storytelling. "Some of the greatest authors of our time have shared their creative works through the pages of Esquire. I’m so excited and honoured to have the opportunity to take the legacy of Esquire forward, into the next chapter for our publication in Singapore," she said. 

At the same time, Janice Sim and Emily Heng have been appointed digital and senior digital writer respectively at Vogue Singapore. They were previously deputy and lifestyle editor and beauty editor respectively at Buro. Singapore. Additionally, Marco Loureiro and Wilber Go from the Buro. Singapore client management team will move to Esquire Singapore in the same capacity. MARKETING-INTERACTIVE has reached out to Buro. Singapore for additional information.

President of Media Publishares, Michael von Schlippe said that as the publishing house grows and adapts within the luxury publishing market, so has its print, digital and NFT strategies. He cited how, in the past few months, Robb Report and Esquire commemorated their 100th issue, Vogue Singapore launched the world-first NFT issue and sold-out NFT collection, and Media Publishers launched Brytehall - a premium NFT platform.

"To continue bringing forth the best content for our readers and clients, it is important for us to consolidate our teams’ efforts to move towards greater heights. With that, I am excited to see Esquire Singapore’s direction in the upcoming months. I am certain with Rahat’s journalistic talent and enthusiasm for creative storytelling, Esquire will have a unique voice representing the Southeast Asia market," he added.

Separately, Media Publishares appointed former Ogilvy ECD and co-founder of Mangham Gaxiola, Robert Gaxiola as director of creative and content for its digital content studio, Something Else, in February last year. Gaxiola is currently responsible for the commercial development of Something Else's digital team, production services and creative resources. He reports to Schlippe. Something Else started off as the in-house creative resource for the publishing house's titles. Since then, the studio evolved to provide creative, digital and production services for advertisers, brands, marketing departments and in-house creative units. While the studio is Singapore-based, the team hopes to expand its services to Jakarta and later Manila. 

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