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CapitaLand settles media pitch

CapitaLand has appointed Havas Media Singapore as its media agency of record. CapitaLand is one of Asia’s largest real estate companies headquartered and listed in Singapore.

As media agency of record for Singapore, Havas Media Singapore will handle CapitaLand’s traditional media planning and buying, as well as support the group’s digital media strategy.  The responsibilities span CapitaLand’s diversified portfolio of integrated developments, shopping malls, serviced residences, offices, homes and real estate investment trusts.

Effective 1 January 2016, the appointment is part of CapitaLand’s communications strategy as it leverages its significant asset base, design and development capabilities, active capital management strategies, and extensive market network and operational capabilities to continue developing high-quality real estate products and services.

Industry players have approximated the account to be worth close to SG$15 million, based on Nielsen’s measures. The pitch was called earlier this year and the incumbent on the account is OMD. Marketing understands that the account has been with the agency for the past seven years.

CapitaLand’s global presence spans over 140 cities in more than 20 countries. Its two core markets are Singapore and China, while Indonesia, Malaysia and Vietnam have been identified as new growth markets. The company also has one of the largest real estate fund management businesses with assets located in Asia.

Jacqui Lim, managing director of Havas Media Singapore, attributed the win to the agency‚Äôs expertise in ‚Äúconnecting brands with people using creativity, media and technology‚ÄĚ.

Lim said: ‚ÄúIncreasingly, companies are looking for future forward media agency partners that are data-driven. We are honoured to be selected by CapitaLand despite strong competition, which bears testament to Havas‚Äô integrated, ‚Äėdigital at the core‚Äô approach. We look forward to working with CapitaLand in developing effective online and offline media strategies.‚ÄĚ

Havas Media Singapore’s recent wins includes the media business of Singtel, Warner Bros and Changi Airport.

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