Sentosa ropes in R3 in a bid to drive marketing efficiency

Sentosa Development Corporation (SDC) has appointed R3 Asia Pacific to provide consultancy services. This comes following a tender that first came up in August. The pitch also saw Pricewaterhousecoopers (PwC) Risk Services vying for the account.

In a statement to Marketing a spokesperson from SDC said given that marketing today needs to continually drive better outcomes and marketing spend ROIs, "it is important to put in place appropriate measurements and a robust accountability framework".

As such, "SDC brought on board R3 due to its strong credentials and expertise, to help benchmark and adopt global best practice in marketing approach and agency management", it said. In an earlier conversation, the spokesperson also said that it was looking for a consultancy to help deliver its business and marketing objectives with efficiency through the new consultant.

The two year appointment will see R3 cover duties such as develop, implement and conduct performance evaluation of SDC’s marketing agencies. It will also assist SDC in optimising its client-agency relationships and processes as well as conduct fee review and reconciliation. In addition to the required duties, SDC may also require R3 to assist SDC in the development, execution and evaluation of its marketing tenders, conduct media financial audit and also assess the media planning and digital ecosystem effectiveness optimisation.

Marketing has reached out to SDC and R3 for comment.

Marketing understands that R3 Asia Pacific is also currently handling the global integrated pitch by Singapore Airlines. Singapore Airlines’ next round of shortlist has narrowed its search to three consortiums. The teams in running are DDB and Omnicom Media Group; TBWA and PHD and Dentsu Aegis Network.