4 agencies vying for Sentosa's media account

Four agencies are currently vying for the Sentosa Development Corporation (SDC) media account, according to Gebiz. The agencies are Carat Singapore, GroupM Singapore, IPG Mediabrands Singapore and ZenithOptimedia. This follows a media pitch that was called in January this year and closed in February.

In 2015, SDC appointed MEC (now Wavemaker) for a contracted for a period of two years where the agency was tasked to handle the Sentosa business and dealing with branding, strategic planning and creative planning of future campaigns. Prior to that, SDC also worked with OMD as its media agency.

Most recently, SDC launched a tender to appoint a creative and digital agency. The appointment is for a period of two years, with the option to extend for another, according to Gebiz. Marketing understands the pitch is also being handled by R3.

The incumbents on the account are Dentsu Singapore for creative and Carbon Interactive for digital. Both agencies were appointed in 2016 following a consolidation of SDC’s marketing divisions, the new entity being led by SDC CMO Lynette Ang, who was appointed after the restructure was revealed.

Dentsu Singapore, which was the incumbent for tactical executions,  nabbed strategic branding duties, a remit previously held by Grey Group Singapore. Meanwhile, Carbon Interactive was appointed as digital agency to undertake its brand campaign in 2017 for its Singapore, Malaysian and Indonesian markets. This was for a period of one year four months with the option to renew for another two years.