The New York Times is making a play for advertising dollars in Southeast Asia after announcing it will open a new Singapore sales office that will serve marketers and agencies across the region, including Singapore, Malaysia and Indonesia, and work closely with its branded content studio in Hong Kong.

The opening comes after The Times opened its Asia Pacific sales office in June, shortly after expanding its T Brand Studio in May.

It also hired two programmatic advertising directors in London and Singapore in August.

The Times previously employed PI Global, an international advertising agency, as its local sales representative in Singapore.

The American broadsheet also announced that the Tokyo office will be led by Tom Armstrong, who will assume the role of vice president of advertising, Asia Pacific, while Alexandra Benard be in charge of the Singapore office as advertising sales director, supported by a sales coordinator.

Armstrong previous held the role of chief revenue officer at Fairfax Media’s Metro Publishing division and spent three years as vice president, digital sales international at Viacom International Media Networks, based in the UK.

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