Catalist for SESDAQ metamorphosis

Singapore - Singapore Exchange (SGX) has launched a Saatchi LAB-created campaign to change the perception companies have of its junior board SESDAQ - which will be transformed into a new outfit called Catalist on 17 December 2007.

Not viewed as the ideal choice for blue chip companies, SGX will not only change the SESDAQ name but also do away with any limits on the market value of new issues that can list on Catalist. According to account director for Saatchi LAB, Sebastian Sua, the rationale behind the ads is to show that "real gems can be found" on the listing.

"The campaign aims to transform SESDAQ into a new outfit renamed as Catalist with a sponsor-supervised regulatory structure. We understand its unique proposition in the current market climate and are happy to be part of the transformation. SGX engaged us to do the rollout as we were able to package the advertising and promotional initiatives of this new regime creatively," he said.

The campaign will only run in print til the end of January. Catalist is expected to open for new listings in January while current SESDAQ-listed companies continue to be governed by existing rules and have at least two years to comply with the changes after migrating to the new listing.