Esplanade – Theatres on the Bay has appointed Havas Media to manage its media planning and buying duties, with a focus on developing the brand’s digital strategy. This follows a pitch that also included incumbent Universal McCann.
According to Esplanade’s CMO Eunice Yap, the agency demonstrated an “impressive understanding” of its business and marketing objectives. Yap has been with the company for over three years, first joining in 2014. During a roundtable hosted by Marketing last November, Yap said in a bid to better understand consumers, the organisation also created a loyalty programme Esplanade&Me to better target consumers across all age groups.
According to Yap, its ongoing data consolidation initiative was create to better understand the segments and profile of its visitors and patrons.
” It is a continuous learning process where we hone our marketing initiatives based on results/findings, and hopefully, be able to customise and personalise our offerings, and attract new audiences,” she had then said. As for the appointment, she added, “The agency’s capability in data and content and the agency’s experience in working on iconic local brands will be a great asset for us as we strengthen our digital strategy.”
“As a performing arts centre, there are few structures in Singapore as eye-catching as Esplanade. We are confident our digital at its core approach will make us a genuinely valued partner to Esplanade,” Jacqui Lim, CEO of Havas Media Singapore, said.
This news comes after NETS reappointed Havas Media as its media agency, following a pitch called in September. The appointment is for a year with the option to extend for another, and will see Havas Media managing NETS’ integrated media strategy, planning and buying with a focus on digital, social and out-of-home.