Robb Report comes back to Singapore; changes hands

Previously, the magazine, which was first launched in 2008, was published by Global Magazines, a subsidiary of publicly listed company Global Yellow Pages. Campaign-Asia Pacific was unable to reach Global Magazines for a comment.  

Commenting on the reason for the new launch, Michael Von Schilippe, president of Indochine Media Ventures said, “The vast majority of international premium and luxury brands are present in Singapore, and it has readers who are interested in keeping up with the latest developments in luxury lifestyle, tailor-made products and services.”

To promote the magazine, IMV has engaged Media Flair Communications, after a pitch, for public relations. The pitch involved three other agencies in contention, which the company declined to name.

Media Flair Communications will focus on both above-the-line and below-the-line activities.

“We will focus on business-oriented media, such as Bloomberg, and the Financial Times, among others,” a spokesperson said. It will also use exclusive events for business owners and signature CEO-dinners to promote the magazine.

The company did not reveal its marketing budget for the launch but said it was “significant”.

On the editorial front, Robb Report will be led by Alex Choma, the former Luxury Guide editor in Vietnam. The first issue of the magazine will be the Ultimate Gift Guide.

Singapore has been a major shopping destination and home to many high-end brands in Southeast Asia. As a result a host of luxury magazines have cropped up in the region. Last year, The Economist  launched a high-end magazine called the Intelligent Life, while MediaCorp launched an annual luxury magazine called High.