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.