BBH Asia Pacific has bagged duties for Sentosa Development Corporation’s creative and digital pitch, beating out JWT Singapore. This followed an initial shortlist which also saw BBDO Singapore and TBWA\Singapore in the running for a tender SDC launched late March, handled by R3.
In a statement to Marketing, Lynette Ang, CMO at SDC had initially said, “As Sentosa Development Corporation steps up our efforts to attract even more locals and tourists to the island’s array of unique leisure experiences, we called a creative and digital tender for an agency to support us in our plans to further deepen our engagement with guests and prospective visitors.” Ang had also worked with BBH in her previous role of CMO with NTUC Income.
According to tender documents previously seen by Marketing, the appointment is for a period of two years, with the option to extend for another and will see the agency/agencies appointed 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.