Highly contested SMU creative and media pitch comes to a close

Singapore Management University (SMU) has appointed Havas Singapore and Havas Media Singapore as creative and media partner respectively. The appointment is for a period of three years with an option to renew for an additional year, starting from October this year.

Both agencies will handle duties pertaining to undergraduate, postgraduate and corporate identity. The university recently concluded its undergraduate campaign for 2016 for its programmes, creatively led by Wild Advertising & Marketing.

Andrea Conyard, CEO of Havas Singapore, said: "It's a great win for Havas. The passion and commitment displayed for the SMU brand by the clients is truly infectious and we feel that we're in a perfect partnership to bring out the best in our Havas Village creative and media offering."

Jacqui Lim, CEO of Havas Media Singapore, added: “We are excited to embark on a new journey with SMU. We believe that the client is ready for a new phase of the digital revolution and is looking forward to establishing a partnership with us that can challenge the status quo and deliver even greater results through integrated thinking and digital expertise. We are delighted to be selected after a thorough evaluation process and we look forward to growing together with SMU in the days ahead."

The incumbents on the account are Wild Advertising & Marketing as creative and Zenith Singapore as media agency. Both were on the account for a total of three years. Marketing understands that Wild did not pitch for the account this time round.

" We have been SMU’s media partner for five years. It has been a great partnership that was built on strong collaboration, pushing boundaries together; the digital space, embarking on new digital platforms ahead of competition, and leveraging on our proprietary advanced-reporting dashboards. Looking back, we are proud of what we have achieved on the SMU business. Although we will no longer be walking together in the journey ahead, we would like to wish SMU all the best,” said Helen Lee, managing director Zenith Singapore.

The pitch which was first launched in July, saw SMU looking for an agency with digital support for the first time, with concrete plans for digital activation. Through the new agency it is aiming to enhance its digital capabilities for the new campaign.