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Sentosa shortlists 2 agencies for creative account

Sentosa Development Corporation (SDC) has shortlisted JWT Singapore and BBH Asia Pacific for its recent creative and digital pitch. This followed an initial shortlist which also saw BBDO Singapore and TBWASingapore in the running for a tender SDC launched late March, handled by R3.

In a statement to Marketing, Lynette Ang, CMO at SDC said that four agencies had responded to SDC’s tender, of which two have been shortlisted for a final round of presentations. She added that further deliberations will be made following the presentations, with an appointment expected to be made by the next quarter.

“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 explained.

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.

Dentsu Singapore, which was the incumbent for tactical executions, also nabbed strategic branding duties, a remit previously held by Grey Group Singapore. Meanwhile, Carbon Interactive was appointed as digital agency to undertake its brand campaign in 2017 for its Singapore, Malaysian and Indonesian markets. This was for a period of one year four months with the option to renew for another two years.

SDC is also in the midst of a media pitch, which also saw four agencies competing following a tender called early this year. The agencies are Carat Singapore, GroupM Singapore, IPG Mediabrands Singapore and ZenithOptimedia.

In 2015, SDC appointed MEC (now Wavemaker) for a contracted for a period of two years where the agency was tasked to handle the Sentosa business and dealing with branding, strategic planning and creative planning of future campaigns. Prior to that, SDC also worked with OMD as its media agency.


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