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SAF settles major integrated marketing pitch

The Singapore Armed Forces (SAF) has appointed a consortium led by Asia PR Werkz for the integrated marketing, communications and events work of SAF50. Media planning strategy and media buying will be led by Maxus Communications.

Meanwhile, AUX Media Group will be executing the events management portion. Providing online engagement consultancy is local celebrity Irene Ang, who also leads FLY Entertainment.  The pitch was called late last year.

The SAF50 is a series of commemorative and celebratory activities lined up for 2015 to mark 50 years of the formation of the SAF. These SAF50 activities will pay tribute to the people who have contributed to the defence, security and sovereignty of Singapore. The campaigns lined up will also aim to inspire the present generation of Singaporeans to build a stronger SAF for the future.

“2015 marks the independence of our country and also 50 years of the formation of our SAF. As a home-grown agency, we are proud to be involved in these commemoration and celebration activities,” said Cho Pei Lin, managing director of Asia PR Werkz. The agency also previously shared that it was appointed for the iconic SG50 celebrations.

Desh Balakrishnan, managing director of Maxus Communications said: “We are delighted to be a part of the strategic planning and implementation for SAF50 to reach out to all in Singapore.”

AUX Media Group will be kicking off the SAF50 celebrations with SAF50@Vivo, a four-day event showcasing the combined assets and capabilities from the Singapore Army, the Republic of Singapore Navy and the Republic of Singapore Air Force at VivoCity mall from 12 to 15 February 2015.

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