The Kallang Group picks new PR agency

The Kallang Group has appointed Burson as its communications agency following a competitive pitch.

Under the mandate, Burson will support The Kallang Group's corporate and brand communications, providing strategic counsel and execution across earned media, proactive media relations, corporate and executive thought leadership, as well as issues and crisis management.

The appointment comes as The Kallang Group looks to strengthen its profile in Singapore and internationally, supporting its ambition to position the Kallang precinct as a destination for sport, entertainment, lifestyle and community experiences.

Don't miss: More than a stadium: How The Kallang is reinventing the fan experience

Burson will also help shape and amplify The Kallang Group's corporate and brand narrative, building on the precinct's track record of hosting major international events and personalities while expanding its visibility across regional and global audiences.

"The Kallang has always been part of Singapore’s shared story, and we seek a partner who understands both the emotional significance this place holds for the people who call Singapore home and the global profile this place is built for," said Michelle Yip, group head, brand, marketing and communications, The Kallang Group.

She added, "We’re excited to partner with Burson to tap into their storytelling expertise and global network as we build The Kallang into the region's defining destination for live experiences."

In tandem, Cindy Lim, CEO, Burson Singapore said, “We're honoured to partner with The Kallang Group at such a pivotal moment in the destination's evolution. The Kallang is more than just a venue - it's a national and global icon that carries memories from decades of shared moments, not just as a location, but as a backdrop to personal and national milestones."

"We look forward to bringing strategic counsel, sharp storytelling and seamless execution to strengthen its reputation amongst audiences in Singapore and around the world," she added. 

The appointment comes after The Kallang Group strengthened its leadership team earlier this year with the hiring of Yip as group head of brand, marketing and communications. In the role, Yip oversees the organisation's brand, marketing and communications strategy as it positions The Kallang as Singapore's excitement epicentre.

Yip joined The Kallang Group from Meta, where she served as APAC marketing director, leading marketing for consumers and creators across Instagram, Facebook, WhatsApp, Messenger and Threads. Prior to that, she was executive director of group strategic marketing and communications at DBS Bank, and previously held senior marketing leadership roles at Lazada, including CMO of Lazada Singapore and group executive vice-president of marketing.

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