NETS has appointed Landor to manage strategic branding, and advertising agency Markers and Brushes to manage creative production for below-the-line activities, Marketing understands.
The strategic branding account is worth approximately SG$250,000, while the creative account is worth about SG$100,000. Both appointments will be for one year with the option to extend for another. Marketing understands that incumbent M&C Saatchi also pitched for the strategic branding account.
Landor is expected to propose “ideal” branding strategies for the company’s key efforts and to derive a key brand message, which will then be applied to marketing campaigns executed in collaboration with the other agencies. Markers and Brushes will also be responsible for conceptualising and developing key visuals to be adapted into various formats for the specific campaign effort. Marketing understands that NETS has omitted the creative agency role as it intends to keep options open and work with various agencies for key creative campaign efforts.
The announcement follows NETS reappointing Havas Media Singapore as its media agency, after it called for a pitch in September. Havas Media will manage NETS’ integrated media strategy, planning and buying with a focus on digital, social and out-of-home. The account is worth approximately SG$1 million. Work for all agencies is expected to roll out in 2018.