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Marina Bay Sands re-appoints Dentsu for media

Marina Bay SandsDentsu has retained the Marina Bay Sands media account after a long pitch that kicked off in September last year.

The account, which will cover Singapore, Southeast Asia and North Asia, is estimated to be worth around US$15m in media spend.

Dentsu emerged the winner from a pitch field believed to have involved Omnicom rival OMD.

The announcement from the agency:

Singapore, 13 March 2014 – Dentsu Singapore has extended its relationship with Marina Bay Sands, a highly-awarded integrated resort, winning a hotly contested pitch, the agency announced today. Dentsu Singapore has supported Marina Bay Sands since September 2011 and will start as its Media Agency-of-Record (AOR), spanning Singapore, the rest of Southeast Asia and North Asia as priority markets.

“We’re certainly hitting the ground running in the Year of the Horse. We were up against a number of highly competent agencies and are thrilled to continue our relationship with Marina Bay Sands,” said Rosalynn Tay, CEO, Dentsu Singapore. “This partnership allows us to build on our knowledge and understanding of Marina Bay Sands’ vision, and communicate it to the relevant audiences around the region in an effective and measurable manner.”

Marina Bay Sands adds to Dentsu Singapore’s growing client list which includes CanonToyota and the Land Transport Authority of Singapore. Since Tay took over the business in July 2013, the agency has strengthened its team to 68 and integrated its service offering across strategy, media, creative, digital, branding and entertainment to provide a seamless interface to its clients.

In November 2013, Dentsu Singapore brought industry veteran Ng Heok Seong over from Havas as Executive Creative Director. “We’ve added exceptional talent to our arsenal, and are gunning for strong growth in 2014, in partnership with our clients,” added Tay.

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