Four agencies are currently in the running for a recent creative and digital pitch by Sentosa Development Corporation (SDC). The agencies are BBDO Singapore, BBH Asia Pacific, J. Walter Thompson Singapore and TBWA\ Singapore.
This follows a tender SDC launched late March, handled by R3. The appointment is for a period of two years, with the option to extend for another. In a tender briefing document seen by Marketing at the time, the agency/agencies will cover functions such as providing strategic counsel and advice on brand strategy, creative and digital strategy.
The incumbents on the account are Dentsu Singapore for creative and Carbon Interactive for digital. Both agencies were appointed in 2016 following a consolidation of SDC’s marketing divisions, the new entity being led by SDC CMO Lynette Ang, who was appointed after the restructure was revealed.
Speaking to Marketing at the time, Ang said at the time that in line with the pitch, SDC and Dentsu Singapore mutually agreed to end the existing contract in September 2018, following the completion of existing work. The company’s contract with Carbon Interactive also expired in mid-April 2018.
Dentsu Singapore, which was the incumbent for tactical executions, also nabbed strategic branding duties, a remit previously held by Grey Group Singapore. Meanwhile, Carbon Interactive was appointed as digital agency to undertake its brand campaign in 2017 for its Singapore, Malaysian and Indonesian markets. This was for a period of one year four months with the option to renew for another two years.
Most recently, SDC also saw four agencies vying for its media account following a tender called early this year. The agencies are Carat Singapore, GroupM Singapore, IPG Mediabrands Singapore and ZenithOptimedia.
In 2015, SDC appointed MEC (now Wavemaker) for a contracted for a period of two years where the agency was tasked to handle the Sentosa business and dealing with branding, strategic planning and creative planning of future campaigns. Prior to that, SDC also worked with OMD as its media agency.