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The Republic of Singapore Navy picks creative agency

The Republic of Singapore Navy (RSN) has appointed Dentsu Singapore to handle its holistic brand and recruitment campaigns. This will include engagement and activation programmes to educate the general public on the role of the RSN in the defence of Singapore.

The pitch was first called in March 2014, and subsequently saw Dentsu Singapore in partnership with Isobar Singapore being shortlisted against BBDO, Grey and incumbent agency Y&R. The appointment is for a period of two years with the option to extend for another two.

“The Dentsu Singapore and Isobar Singapore teams demonstrated vision, and passion in their pitch presentation. They also thoroughly understood the brief and delivered work which we think would be able to help us meet our goals and objectives. We feel that they will be a strong addition and a great fit for a team we’re looking to build a strong and successful partnership with,” Major Vincent Yeo, head of navy Recruitment said.

In mid-October, Dentsu Singapore was awarded phase two of Land Transport Authority Affinity Campaign. Also participating in this tender was DDB. The Affinity campaign is part of a long-term communications blueprint developed by Dentsu in 2013.

“It has been Dentsu Singapore’s ambition to turn this business around and truly position ourselves as partners to brands that might not even have had us on their radar two years ago. We went about this by being nimble, agile and dynamic. Together with our business partners, we will move these brands forward and we fully intend to deliver at the top of our game,” Rosalynn Tay (pictured), chief executive officer, Dentsu Singapore said.

Dick van Motman, Chairman and CEO of Dentsu Aegis Network Southeast Asia said, “Dentsu Singapore embarked on a journey of transformation a year and a half ago, when we made the audacious decision to hire Rosalynn. The team has demonstrated outstanding strategic and creative thinking plus strong collaborative effort within the network. It is extremely satisfying to see the fruits of our labour. The win with the Republic of Singapore Navy is testament to a strong partnership between Dentsu and Isobar, and a reflection of Dentsu Aegis Network’s mission to innovate the way our brands are built.”

Dentsu Singapore also won Agency of the Year at the recently held Marketing Events Awards 2014 awards. The agency’s portfolio includes Canon, Toyota and Marina Bay Sands and boasts of a 80 member strong team offering integrated services across strategy, media, creative, digital, branding and entertainment.

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