Sentosa shifts creative duties from Grey, consolidates with Dentsu

Sentosa Development Corporation has appointed Dentsu Singapore, as the creative agency of record to drive strategic branding and tactical marketing communications.

Under the appointment, Dentsu Singapore will provide strategic counselling and planning services, as well as oversee the conceptualisation, development and implementation of integrated branding and marketing activities for Sentosa to establish positive emotional connections between the brand and its audience in Singapore and abroad.

Grey Group Singapore is SDC’s incumbent agency for strategic branding, whereas Dentsu Singapore was its creative agency for tactical executions. Dentsu refused to comment on whether Sentosa's "State of fun" branding will be changed following the takeover.

Marketing has also reached out to Sentosa for a statement.

In a previous article, a spokesperson from SDC said the pitch was called to achieve greater branding and marketing communication synergies for both local and regional markets. The account is understood to be for a period two years and five months with an option to extend for another year. The agencies which were vying for the tender were Dentsu Singapore, Y&R Singapore, Grey Group Singapore and J. Walter Thompson Singapore.

Tay Cheng Cheng, branding and communications director, Sentosa Development Corporation said, “Dentsu Singapore demonstrated a strong understanding of our business and proposed creative and integrated solutions that will help advance the appeal of Sentosa as a leisure destination with many fun experiences. Being able to work with a single creative agency partner with a strong Asia footprint provides the potential for us to explore differentiated, 360-degree approaches, and we are excited by the journey ahead.”

“We are honoured to be appointed as Sentosa Development Corporation’s choice of partner,” said Rosalynn Tay, CEO of Dentsu Singapore and Dentsu Aegis Network Singapore.

“The newly-consolidated role for the agency is a testament to Sentosa Development Corporation’s confidence in our capabilities and the ingenuity, creativity and hard work the team has put in. This is the beginning of an exciting new chapter for everyone at Dentsu Singapore and we look forward to creating innovative work together,” added Tay.

The company is also said to be  restructuring its marketing operations. Marketing understands that the new team will be headed by a new chief marketing officer who is yet to be appointed. Moreover, Sentosa Development Corporation was also on the hunt for an agency to undertake digital and social media duties, according to Gebiz, earlier in the year.