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Sentosa tipped to appoint creative agency

Marketing understands that The Sentosa Development Corporation (SDC) has appointed Grey Group as its creative agency-of-record for a two year contract with an option to extend for another.

The campaign will span digital media, television, OOH and print mediums. The agency chosen would also have to position Sentosa as the preferred lifestyle destination in Asia.

The pitch saw nine agencies vying for the account. Along with incumbents Mandate Advertising International, the other agencies were Saatchi & Saatchi, Grey, McCann Worldgroup (Singapore), Asatsu-Dk Singapore, Crush Advertising, Gosh Advertising, The Gate Worldwide, Strategic Financial Relations.

In an earlier interview, Tay Cheng Cheng, branding and communications director, Sentosa Leisure Group told Marketing that with the new developments Sentosa has in the pipeline, it is at a stage where it is ready to raise its brand position to a new level.

Grey could not be reached for comments and Sentosa declined to comment.

SDC’s incumbent creative agency is Mandate Advertising. The agency was responsible for multiple campaigns including the annual highlight ‘Sentosa Flowers’.

Meanwhile, the Sentosa Development Corporation (SDC) also called a media pitch looking for an agency-of-record for a two year contract, with an option to extend for another. The media tender closed yesterday. In 2011, SDC appointed MEC to handle media buying for a two-year period and the remit covered other markets in the region as well, such as Malaysia, India and China.

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