After handing BBH the creative account, Sentosa settles media pitch

Sentosa Development Corporate (SDC) has appointed UM as its media agency. UM Singapore (part of IPG Mediabrands) will handle SDC's media duties for its strong alignment with Sentosa’s brand and marketing objectives, as well as its capabilities in optimising media buys and improving cost efficiency.

Four agencies were vying for the Sentosa Development Corporation (SDC) media account. The agencies were Carat Singapore, GroupM Singapore, IPG Mediabrands Singapore and ZenithOptimedia.

Late last week, Marketing first published news of SDC appointing BBH to handle its creative and digital duties. Lynette Ang, CMO of SDC told Marketing in a statement, "As SDC steps up efforts to attract even more locals and tourists to our array of unique leisure experiences, we embarked on the search earlier this year for agencies to join us in deepening our engagement with our guests."

She added that R3 Worldwide was appointed as an independent consultant to identify "a future-fit agency model", and to support the tender management process by providing robust and effective assessment frameworks and methodologies.

David Haddad, CEO IPG Mediabrands Singapore added, "Everyone at UM is incredibly humbled and excited by this appointment and we’re looking forward to joining the Sentosa Development Corporation (SDC) family and producing great work together. Throughout this media agency review process, it was clear to us that SDC were looking for a partner who could match their ambition to do better. And with our agency product and process of Better Science, Better Art and Better Outcomes, UM Singapore is aligned to the future of SDC."

Both appointments will take effect from 1 August 2018.