Ion Orchard chooses new creative shop

Ion Orchard shopping mall has moved its creative duties to local boutique agency Ice Inc, started by ex-DDB creative Terrence Tan.This followed a closed door pitch involving Ice Inc, boutique agency Tofu and incumbent DDB. DDB held the account for the last five years."ION Orchard is a brand that I hold closely to my heart. They were looking for fresh thinking to take the brand to the next level. The key to winning the account was understanding the brand and approaching it differently from what was done in the past years," said Tan, who previously worked on the account whilst in DDB.The appointment was effective this month and the first campaign will roll out in March this year. The contract is for one year with an option to extend for another. Ion will run at least five to six campaigns this year.Ice Inc also does creative work for several MediaCorp initiatives such as Saving Gaia, MediaCorp celebrates Women and Me@OUE. Tan started the agency close to a year ago after leaving DDB.