Mandai Park Development has appointed The Secret Little Agency (TSLA) as its lead creative agency. The initial length of appointment is for two years, starting in September 2017. Together with TSLA Design, the agencyâ€™s branding and design practice, the move sees TSLA undertaking duties for the companyâ€™s global brand identity development and communications.
Marketing understands the appointment follows a recent pitch which saw agencies such as manghamgaxiola mcgarrybowen, iris Singapore, BLK J and Publicis Singapore vying for the account. The pitch was managed by The Observatory International.
In a statement to Marketing, Suzanne Ho, vice president, Mandai Park Development, added that the agency will develop the brand identity for an upcoming integrated nature and wildlife destination in Mandai. Mandai Park Development, which is the development arm of Mandai Park Holdingsâ€™, has plans to rejuvenate the Mandai Precinct into an integrated nature and wildlife destination from 2020 onwards.
Before then, existing operations of destinations under the company will continue as usual. This includes Singapore Zoo, Night Safari, River Safari and Jurong Bird Park. In March this year, Havas Media was appointed to handle media duties for the four attractions following a pitch that wasÂ launched in September last year.
â€śWe would like to thank all the agencies who responded to our request for proposals, and made the last 20 weeks intensely competitive and thought provoking,â€ť Ho said.
â€śWeâ€™re thrilled to help the loved Singapore wildlife brands we grew up with go through an important transformation, by reconnecting humans with nature and wildlife, and injecting conservation back into the conversation,â€ť Hanyi Lee, chief creative officer, TSLA, added.