SPH Media taps TSL Media Group’s X10 to boost influencer-led performance marketing

SPH Media has partnered with TSL Media Group’s influencer agency X10 Media to enhance its omnichannel offerings with creator-led marketing, aimed at helping brands drive full-funnel results from awareness to conversion.

The partnership combines SPH Media’s editorial reach and trusted content ecosystem with X10 Media’s experience running more than 1,000 influencer campaigns across Southeast Asia.

By integrating influencer marketing into its suite of services, SPH Media aims to position itself as a one-stop solution for advertisers looking to blend credibility, scale, and social engagement.

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Through the collaboration, brands will gain access to a curated creator network spanning lifestyle, fitness, wellness, beauty, fashion, travel and more. Campaigns will be guided by social-first creative strategies tailored for major platforms, with full-funnel planning designed to deliver awareness, engagement and conversion. The offering is also backed by AI-powered tools to match brands with the right creators based on audience alignment and campaign objectives.

The move builds on growing demand for authentic creator engagement, with more than one in two Singaporeans having made purchases influenced by social media creators, and 41% of consumers placing value on influencer endorsements. SPH Media said the partnership adds a dynamic social layer to its branded content and marketing capabilities, reinforcing its position as Singapore’s largest multichannel media network.

“We are excited to partner with TSL Media Group’s X10 Media to offer brands a powerful way to engage today’s consumers, who are increasingly guided by trust and authenticity. Influencer marketing is a proven and highly effective strategy, with over 80% of marketers affirming its impact," said Kuek Yu Chuang, deputy chief executive officer at SPH Media.

He added, "This partnership strengthens SPH Media’s commitment to helping brands tell compelling stories, deepen audience trust, and drive real business outcomes. It is a strategic move that enhances our marketing ecosystem and delivers greater relevance, resonance, and results for our partners."

In tandem, Bryan Choo, CEO of TSL Media Group said, "We’re proud to be working with SPH Media on this strategic partnership, empowering our clients with unparalleled reach across brands and platforms. By combining our strengths, we’re giving partners a full-funnel solution to engage consumers and drive guaranteed outcomes. SPH Media, Singapore’s largest omnichannel media network, pairs perfectly with our digital and social media expertise, and we’re excited about the value it will unlock for clients." 

This latest partnership follows SPH Media’s recent tie-up with PR Newswire to expand distribution for clients’ press releases in Singapore. The deal grants direct access to two of the nation’s leading media platforms, The Straits Times and MONEY FM 89.3, helping brands boost engagement with both industry professionals and everyday consumers.

The new press release distribution partnership builds on a content licensing agreement signed between SPH Media and Cision Ltd., PR Newswire’s parent company, in May last year. That deal enables Cision’s clients to monitor online content from all SPH Media outlets via its CisionOne platform.

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