Gardens by the Bay has called for an open tender for the appointment of a creative agency. Confirming the move to Marketing, a spokesperson said that the contract period is for two years with the option to extend for another two years, based on performance.
The incumbent on the account is Blak Labs, which was re-appointed in 2016 following a pitch for a period of two years with the option for the client to extend for 12 months. This saw the agency being responsible for creating all local and international branding efforts for the People’s Garden and works hand in hand with the client’s media, digital and PR agencies. It was also the third time that Blak Labs had successfully tendered for Gardens by the Bay. The Singapore boutique pitched for the launch in 2011.
Marketing has reached out to Gardens by the Bay for additional details.
In the same year, the brand also appointed Havas Media Singapore as its media agency. The agency was appointed to the business after a pitch process, which involved PHD and incumbent Briq. As media agency of record, Havas Media Singapore was handed responsibilities for the brand’s traditional media planning and buying, as well as support in the brand’s digital media strategy.
Last year, Gardens by the Bay appointed Tribal Worldwide as its Adobe marketing partner to manage and enhance its digital platforms. The scope of work covers content management, personalised user experience and customer engagement programme, in a bid to drive a unified brand experience.