Mandai Wildlife Group picks new global media agency

Mandai Wildlife Group has appointed Omnicom Media (OM) agency PHD as its global media agency of record, putting the agency in charge of integrated media strategy, planning, buying, activation, and performance optimisation across all paid channels.

In a statement to MARKETING-INTERACTIVE, the agency said the remit, which started in January 2026, spans Singapore, Australia, India, Indonesia, the Philippines, Japan, and South Korea. Strategic leadership will be based in Singapore, reinforcing PHD’s global capabilities and integrated approach.

PHD was selected for its strategic thinking, deep understanding of Mandai Wildlife Group’s business and visitor ecosystem, and robust data and effectiveness framework. The agency’s collaborative operating model, which balances global best practices with local execution, was also cited as a key factor in the win.

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MARKETING-INTERACTIVE understands that the group had called for a pitch for its media account in July last year, which was managed by R3.

“We’re excited to partner with PHD, whose strategic expertise, global cultural insight, and media know-how support our mission to reach and engage audiences in key markets effectively. Together, we look forward to amplifying awareness for wildlife conservation and driving meaningful impact for people and the planet," said Belina Lee, deputy CEO, Mandai Wildlife Group.

In tandem, Sumiati Hashim, managing director, PHD Singapore, said, “We are honoured to welcome Mandai to our portfolio of leading glocal brands. This appointment reflects Mandai’s confidence in our data-driven approach, powered by our AI-driven marketing intelligence platform, Omni, and our ability to deliver innovative, effective media solutions.

"We look forward to leveraging Omni’s advanced capabilities to deliver a connected ecosystem that addresses the client’s business challenges, helping them outthink, outpace, and outgrow the competition," she added. 

Spark Foundry, under Publicis Media, was the incumbent agency, having first won the business in September 2021 on a two-plus-two-year contract. During its tenure, the agency worked closely with Mandai Wildlife Group on several major campaigns, including the launch of its Rainforest Wild Asia park in 2025.

Separately, Mandai Wildlife Group appointed TBWA as its creative agency of record in January 2024, following a pitch also handled by R3. TBWA’s remit spans building a destination brand experience across the group’s flagship zoological parks, including Singapore Zoo, Night Safari, River Wonders and Bird Paradise, alongside green public spaces and offerings such as Rainforest Wild, nature-based indoor attractions, MICE facilities and an eco-friendly resort.

Beyond its agency appointments, Mandai Wildlife Group has continued to ramp up its marketing activity through large-scale brand partnerships and experiential campaigns. In November last year, Mandai Wildlife Group partnered Disney on a year-end campaign inspired by Zootopia 2, marking one of its highest-profile entertainment collaborations to date. The activation, titled "Join the wild patrol!", invited visitors to step into the world of Zootopia through immersive themed zones such as a reimagined downtown city and Marsh Market.

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