Temasek Holdings pays to raise online presence

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Go online and type "Temasek Review".

What you will see at the top of the screen is an advertisement for investment firm Temasek Holdings. Not the socio-political website.

The paid advertisement directing netizens to Temasek Holdings' website has been up since Wednesday. The move came a day ahead of Temasek announcing its latest financial results.

A company spokesman said it took the paid advertisement for a simple reason - to avoid confusion.

Its annual report, called Temasek Review since 2004, was named Temasek Report last year. This year, it's called Building for Tomorrow:Temasek Review 2011.

Asked about the name tussle at yesterday's press conference, head of portfolio management Dilhan Pillay Sandrasegara said the company's engagement with the socio-political site is continuing: "We've asked them not to use the Temasek Review name and we'll take (the issue) as it goes."

While it's common practice for companies to pay search engines to direct traffic to their sites, doing so can be expensive.

"It costs at least tens of thousands of dollars to take out paid advertisements online in a few South-east Asian countries. And that's for a matter of weeks only," intellectual property lawyer Cyril Chuasaid.

At the press briefing, Mr Sandrasegara also said Temasek CEO Ho Ching was staying in her post. Some reportshad said shewas steppingdownnext month.

Yesterday, Temasek said the value of its portfolio hit $193 billion for its last financial year ended March, up from $186 billion in the previous year.