Singapore Sports Council picks media agency

Singapore Sports Council (SSC) has appointed UM Singapore as its media agency. UM will be required to plan, strategise, and execute media strategies. It will also be required to propose appropriate advertising media, coordinate and place media bookings for Sport Singapore’s programmes, initiatives and campaigns inclusive of the 28th SEA Games.

The pitch was called in April. Vying for the account were Dentsu Singapore, OMD, PHD, ZenithOptimedia and Square Innovations. Previously SSC worked with PHD Singapore for a period of two and a half years from September 2011 to March 2014.

According to Nielsen Adex billings, the account is worth SG$ 2 million for local activities only. Marketing understands that there is no estimate for SEA Games yet and the budget will be separate from local.

In an earlier interview with Marketing, a spokesperson said that the agency appointed will work on SportSG programmes and initiatives for the Singapore market. Meanwhile, for SEA Games programmes and initiatives, the focus will be on both Singapore and Southeast Asian markets. The contract begins July 2014 onwards and runs for a total of two years.

Meanwhile, Singapore Sports Council (SSC) also appointed Starcom MediaVest Group’s social media arm, SMG Social, as its social media agency for the social media campaign for the 28th Southeast Asian Games.