Announcing Mumbrella Asia
Hicks: To edit Mumbrella Asia
McKeown: Hong Kong bound
Mumbrella is to launch an Asian edition.
Mumbrella Asia will be based in Hong Kong and will be edited by Robin Hicks, who is currently Melbourne editor of Mumbrella Australia.
Hicks will make the move in April.
The commercial director of Mumbrella Asia will be Sean McKeown, who has led Mumbrella’s sales operation since shortly after it launched. McKeown is one of four owners of Mumbrella’s parent company Focal Attractions. He will make the move to Hong Kong in July.
Hicks joined Mumbrella two years ago, initially as deputy editor based in Sydney before launching Mumbrella’s permanent presence in Melbourne last year. Hicks has previously worked in Hong Kong and Singapore including as Campaign Asia’s southeast Asia editor. He has also worked on Campaign magazine in the UK and as assistant editor for Media & Marketing Europe.
Hicks currently writes the Asian Persuasion column for Mumbrella’s weekly analytical sister title Encore.
Mumbrella plans to finalise its plans for covering the Melbourne market shortly.
Hicks said: “I’ve loved my time in Melbourne and I’m sure I will work here again at some point. But the opportunity to write about the Asian market – and to launch Mumbrella there – is too exciting to turn down.”
McKeown, who previously spent two years in China’s Shandong province teaching English, said: “I fell in love with China a decade ago and have always hoped for an opportunity to return.”
Mumbrella Asia will cover the region’s entire media and marketing industry, focusing on the three key hubs of Hong Kong, Singapore and Shanghai, alongside relevant Australian issues. The site will be English language.
The launch comes just over four years after Mumbrella launched in Australia. Focal Attractions publishing director Martin Lane said: “Mumbrella’s business model has proved itself in Australia. No media and marketing title currently takes Mumbrella’s approach in the wider Asian market and we believe we can become a unique voice.”
Meanwhile, Mumbrella’s newest editorial staffer Cameron Boon is due to join the team on Monday. Boon currently works for News Limited’s Centralian Advocate, based in Alice Springs. Boon will replace Colin Delaney, who departs on Tuesday to pursue a career in the screen industry.
- Both McKeown and Hicks will be at the Festival of Media Asia which takes place in Singapore this weekend. Anyone attending who wants to set up meetings can email robin @focalattractions.com.au or sean@focalattractions.com.au.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Great news. Be good to have some Mumbrella style reporting across the region
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We’d better get Hicks to buy us that lunch he promised us.
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Congratulations Robin…great news.
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Awesome news guys. Look forward to catching up with you both over there.
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Wow. Great news! Congratulations Robin & Mumbrella.
Congratulations! Look forward to seeing you guys up here!
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Congratulations Mr Hicks. Awesome news!
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This is great news – well done. Any chance of expanding Mumbrella Asia into the Japanese market too?
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it seems that Robin is being sent ever further from Sydney. Is there a Mumbrella Norway in your future Robin?
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Very good move. Regional trade needs a kick into life – maybe this will provide it?
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Congratulations on the new venture. Great to see a good idea flourishing! All the best for the launch (any news on a UK start-up?)
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Once again, well done on your continued and well deserved success.
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Great work guys. Next NYC and then London – taking on the world 🙂
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Congratulations team Mumbrella!
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Well done guy’s, good to see the ongoing growth.
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