UNIQLO Singapore hands media duties to Havas

Japanese clothing apparel company UNIQLO Singapore has appointed Havas Media as media partner. As media agency of record, Havas Media will handle UNIQLO Singapore’s media planning and buying for its product campaigns, as well as support the brand’s digital performance strategy and creative adaptation.

This comes after a pitch process which included incumbents Dentsu's media agency Carat and digital performance agency Columbus.

According to Russell Lai, general manager of Havas Media Singapore, the Havas Village model promotes creative and media integration, thereby offering synergies and efficiencies for UNIQLO Singapore. “This win is a testament to the strength of the Havas Village proposition and further reinforces our position as the most integrated communications group. We look forward to a great partnership,” he said.

Earlier this year, UNIQLO did a train takeover as it decked out selected trains on the East-West and North-South lines in graphics to promote its 2019 spring/summer UT (UNIQLO T-shirts) collection. A UNIQLO spokesperson told Marketing then that a train is a media platform that allows consumers to experience all its content themes in a single location. Through long-term branding efforts such as the train activation, the company hopes to put UNIQLO at the top-of-mind of those aged 15 and above when it comes to graphic T-shirts.