About this episode

Melvin Kuek discusses the evolution of marketing metrics and the shift towards community engagement in the digital content landscape.

In this episode of Marketing Connected's "In Conversation", Melvin Kuek, executive director of So Drama Entertainment, unpacks his journey from agency leader to digital-first content maker. Kuek shares how success metrics have shifted from pure profit to community signals and trust, explains the difference between traditional advertising and branded entertainment, and dives into bold projects like Singapore’s first action drama movie and the Kaki lifestyle app. He also discusses elevat...

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