CapitaLand has appointed m/SIX as its media agency following a pitch. Marketing understands the appointment is for a length of two years and covers the entire CapitaLand portfolio. This includes corporate, malls, residential and commercial, along with Ascott.
The scope of work also includes media strategy, as well as media planning and buying across integrated media, along with performance marketing. Marketing has reached out to CapitaLand and m/SIX for comment.
It is also understood that Havas, the incumbent on the account, declined to participate in the pitch process. Havas did not respond to Marketing's queries. Prior to Havas, CapitaLand’s media agency was OMD for a period of seven years until 2015.
In December last year, CapitaLand signed a partnership with the Singapore Economic Development Board (EDB) worth SG$10million. This will culminate in a programme called CapitaLand ELEVATE, which aims to upskill CapitaLand’s staff in areas such as digital marketing, data analytics and digital product management.
Before that, it also named Ng Kok Siong and Jason Leow to the newly created roles of group chief digital officer and group chief operating officer, in a bid to scale up by “deepening its capabilities across asset classes and geographies”.