HPB picks Publicis Singapore for creative duties

Following a pitch called in October last year, Health Promotion Board (HPB) has appointed Publicis Singapore as its creative partner for its public health initiatives.

The scope of work will include conceptualising, planning and implementing integrated marketing and communications campaigns for these initiatives, and commences in March 2016. The appointment came after a pitch process which lasted close to five months, and involved incumbent DDB Worldwide, JWT and McCann Worldgroup.

“HPB is the first major client in Singapore to realise and embrace the value of Publicis Groupe’s interdependent model. We assembled an incredibly diverse team for this pitch, with experts in healthcare, technology and PR working together to deliver a winning idea,” said Lou Dela Pena, CEO, Publicis Communications Singapore.

She added: “We look forward to partnering the Health Promotion Board to lead the change and transform the way that healthy lifestyles and habits are promoted in Singapore.”

The HPB account team will be led by Sharon Tan, general manager, Publicis Healthcare Singapore, and Publicis Singapore’s executive creative directors, Troy Lim and Jon Loke.

The pitch called in October was the second one launched last year and according to the brief seen by Marketing, the government body is looking to appoint a creative agency to conceptualise, plan and implement integrated marketing and communication campaigns for HPB’s health initiatives.

According to the brief, the scope of work will include proposing through-the-line campaign strategy, market activation ideas and tactical promotion mechanics. These include digital marketing and social media strategy via HPB’s owned and paid social media channels to increase online presence and engagement.

The contract commences tentatively on February 2016 until 31 March 2017 with an option to extend for up to two years, renewable on a yearly basis.

The agency swept the recently-concluded Mob-Ex Awards for mobile excellence and the Marketing Excellence Awards. It is also Publicis Singapore’s first major client win since Publicis Groupe, the holding company from which Publicis Worldwide takes its name, reorganised its agencies to eliminate silos and offer a more integrated service for clients, including the ability to weave in specialist expertise in technology, public relations and media buying.