Sentosa Development Corporation (SDC) has launched a tender to appoint a creative and digital agency. The appointment is for a period of two years, with the option to extend for another, according to Gebiz. Marketing understands the pitch is also being handled by R3.
In a tender briefing document seen by Marketing, the agency/agencies will cover functions such as providing strategic counsel and advice on brand strategy, creative and digital strategy. It will also plan execution, client servicing, provision of market intelligence, and other hygiene and value-added services. This includes new opportunities evaluation, strategic partnerships and tie-ups with non- and/or existing agency clients.
The incumbents on the account are Dentsu Singapore for creative and Carbon Interactive for digital. Both agencies were appointed in 2016 following a consolidation of SDC’s marketing divisions, the new entity being led by SDC CMO Lynette Ang, who was appointed after the restructure was revealed.
Speaking to Marketing on the pitch, Ang said that in line with the pitch, SDC and Dentsu Singapore have also mutually agreed to the cessation of the existing contract in September 2018, following the completion of existing work. The company’s contract with Carbon Interactive will also expire in mid-April 2018.
“This presents the opportunity for us to streamline both digital and creative requirements through a fresh tender,” Ang said.
Dentsu Singapore, which was the incumbent for tactical executions, also nabbed strategic branding duties, a remit previously held by Grey Group Singapore. Meanwhile, Carbon Interactive was appointed as digital agency to undertake its brand campaign in 2017 for its Singapore, Malaysian and Indonesian markets. This was for a period of one year four months with the option to renew for another two years.
“As SDC steps up efforts to attract even more locals and tourists to our array of unique leisure experiences, we will be expanding our digital plans to further deepen engagement with guests and prospective visitors,” Ang said.
She added that this will be through the development of attractive and relevant digital content and an overall more seamless user experience online.
“With digital platforms being key consumer touchpoints today, it is important that digital engagement is aligned and integrated with the overall development of the brand and creative strategies,” Ang added.