Dentsu wins 8-month pitch for Singapore Navy

Singapore NavyDentsu has won two pieces of government business in Singapore, winning the prestigious Navy account from Y&R and a project from existing client the Land Transport Authority that holds creative tenders for every campaign.

The Japanese agency is proving its patience in pitches, waiting eight months before a decision on the Republic of Navy Singapore business along with fellow contenders Grey and BBDO.

The brief is to create brand and recruitment campaigns, including engagement and activation programmes to educate the public on what the Navy is for. Dentsu takes on the account with digital sibling Isobar.

The client, Major Vincent Yeo, said that he feels Dentsu and Isobar understood the brief and delivered work that the Navy believes “would be able to help us meet our goals and objectives.”

Dentsu has also won a project for the Land Transport Authority, the second phase of the ‘Affinity’ campaign after a tender that also involved DDB Singapore. Dentsu handled the first phase on the project that started last year.

A plan to revitalise Dentsu’s Singapore office began in June last year, when former Tiger Airways marketing boss Rosalynn Tay was brought in for long-time boss Anthony Kang as CEO.

The agency has since won a seven-month pitch for Marina Bay Sands, and has a client list that includes Canon and Toyota. The agency has 80 staff.

Tay said: “It has been Dentsu Singapore’s ambition to turn this business around and truly position ourselves as partners to brands that might not even have had us on their radar two years ago. We went about this by being nimble, agile and dynamic. Together with our business partners, we will move these brands forward and we fully intend to deliver at the top of our game.”


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