NTUC picks Euro as lead agency

Singapore - NTUC Fairprice has divided its creative and corporate branding business, which was resigned by McCann Worldgroup, between Euro RSCG, 10AM and Bates 141.

Euro RSCG's media partner Media Planning Group will also take over the media planning and buying for the supermarket-chain while Euro will play the lead role in managing creatives. 10AM Communications will take charge of NTUC Fairprice's corporate branding efforts, together with Bates 141. The lead agency Euro RSCG would then work with the other two agencies to develop integrated branding strategies to reach its customers and stake holders.

NTUC Fairprice would not disclose the contract lengths.

The creative review came into play after McCann Worldgroup decided against a six-month renewal of its two year contract with NTUC which ended in February.