The Singapore Army has appointed Tribal Worldwide Singapore (Tribal) as its new creative partner after a pitch for the three-year contract with the Army Recruitment Centre (ARC). Tribal will now lead strategy, branding, digital, and integrated campaign management for ARC using its Total Experience (TX) suite of core consulting practices which blends customer (CX) and user experience (UX), data-led content, technology and behavioural science.
“It’s a huge win for the agency and we’re excited to have the opportunity to work alongside the biggest defence force in Singapore," said Kai Qi Khoo, the head of business, government at Tribal. She added that the team looks forward to creating "truly ground-breaking work" that brings light to the strength in the might and force of the Army.
The appointment comes shortly after the Singapore Army parted ways with independent integrated marketing communications agency Mandate Communications. The agency was first appointed in 1988 and handled work across advertising, branding and events.
Meanwhile, Tribal, which is a sister company of DDB also saw significant management changes this year. Earlier it was announced that DDB Asia CEO David Tang will step out of the role after 20 years. Over the last seven years, Tang led DDB Asia and was known for some of the most iconic work created in Singapore's telco industry.
The news also comes shortly after DDB Group and Temasek Polytechnic launched The Behavioural Intelligence Group (BIG). The collaboration aims to narrow the gap between intention and action, by applying behavioural science to marketing. The BIG partnership was formalised with a signing of a collaborative agreement between Temasek Polytechnic’s Principal and CEO Peter Lam and DDB Group Singapore’s CEO Jeff Cheong on 27 March 2023, at DDB Asia’s headquarters in Singapore. The MOU signing was witnessed by DDB global CEO Marty O'Halloran and Temasek Polytechnic's director of School of Humanities & Social Sciences, Wallace Lim.
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