The Energy Market Authority of Singapore (EMA) has appointed Addiction Advertising to overhaul its employer branding. Addiction Advertising is part of RYVL, which was previously known as The Marketing Group. This appointment follows the agency’s SG$7.5 million acquisition by RYVL.
The agency also worked with EMA to develop the branding and produced collateral for EMA’s talent attraction programmes in the past. The new branding seeks to boost the authority’s outreach efforts at career and scholarship fairs, with the overarching goal to attract young talent. Addiction's brief was to design and produce the creatives, which involved developing a new employer brand for EMA that is contemporary and aligned with their target audience.
Furthermore, the new brand image works to strengthen EMA’s messaging across all communication channels to further improve employer brand consistency.
Lionel Lim, MD, Addiction Advertising said Singapore’s energy landscape has grown more competitive, creating a “major spotlight” on EMA. “It’s the perfect time for Addiction to come in and overhaul the branding to ensure it continues to grow and attract the very best talent from across the country,” he added.