TBWA bags Asia Square account

After a three-way pitch, MGPA has awarded its Asia Square Commercial Property brief to TBWA Singapore.

MGPA is one of the world’s leading private equity real estate investment companies.

TBWA is now the creative and lead agency for the Asia Square property, which is an office development project in the heart of Singapore’s newest central business district Marina Bay.

The agency will now provide fully integrated solutions involving both traditional and non-traditional advertising services, digital services and design led work for the project.

This is also the first major advertising role that MGPA has awarded in Singapore.

“Asia Square is a unique property in the commercial sector of Singapore. We were really impressed with the thinking MGPA had put into the design of Asia Square and the client’s appetite for disruptive thinking was evident right from the start,” Dan Paris, managing director for TBWAgroup Singapore, said.

“The team at TBWA Singapore have really got under the skin of the key design aspects of Asia Square and have created a really potent brand idea that not only underlines our leadership credentials as a property investment company but also brings genuine differentiation to our category,” Jeremy Choy, project director, Asia Square said.

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