Sentosa appoints regional digital agency of record

Sentosa Development Corporation (SDC) has appointed Carbon Interactive (Carbon), as the digital agency of record to undertake its brand campaign in 2017 for its Singapore, Malaysian and Indonesian markets.

The contract, which is worth between SG$300,000 to SG$400,000 per year, will run for a period of 1 year 4 months with the option to renew for another 2 years, according to Carbon.

The new appointment will comprise digital and social media strategy consultancy as well as, social media content and community management.

Eight agencies, including Dentsu, Young & Rubicam, GroupM, Havas Worldwide and McCann Worldgroup were vying for the SDC Account. Meanwhile, Grey Group Singapore, which was the incumbent did not pitch for the account.

Carbon also told Marketing, whether Sentosa's "State of fun" branding will be changed following the account takeover remains a question mark as the matter is still in the midst of discussion.

“We are honoured to partner Singapore’s esteemed home brand, one that we all grew up with. This appointment recognises a significant foothold for Carbon Interactive in online destination marketing,” said Jeffrey Lim, general manager of Carbon Interactive.

“We’re excited to work with Sentosa to extend all of the island’s fun experiences into the digital space and build an engaged regional online community,” Lim added.

This news comes not long after SDC appointed Dentsu Singapore, as its creative agency of record earlier this month, to drive strategic branding and tactical marketing communications.

The company also just appointed Lynette Ang, former marketer at NTUC Enterprise as its new CMO last week. Ang will take on the role in 16 January next year in leading its newly-formed marketing unit.