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Mirum wins Wildlife Reserves Singapore account

J. Walter Thompson-aligned agency Mirum has won the digital account for Wildlife Reserves Singapore – the organisation behind Jurong Bird Park, Night Safari, River Safari and Singapore Zoo. Mirum and global tech firm Adobe will be responsible for overhauling the company’s digital offering.

Speaking to Mumbrella Asia, Mirum managing director Reuben Anthony said the brief would focus on “merging the digital and physical to creating an immersive and connected experience”, while building a “data-driven culture” at WRS.

He added: “Their ambition and progressive brief suits us well in showcasing our calibre and helping in the transformation of the digital experience.”

Chief corporate development officer at Mandai Park Holdings – parent company of WRS – Belina Lee claimed the initiative was part of the vision to “inspire people to conserve biodiversity through meaningful and memorable wildlife experiences”. She added: “We envisage the unfolding of a compelling omni-channel experience over the next few years that not only delivers functional value and utility, but also deepens emotional connections with guests.”

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