JWT and BBH fight for $5m Sentosa creative account

J. Walter Thompson and BBH are gearing up to do battle for the lucrative prize of Sentosa’s creative account, Mumbrella can reveal.

The Singapore island resort launched a pitch earlier this year for an agency to handle its integrated creative and digital duties, an account worth a reputed S$5 million.

Initially, JWT and BBH were shortlisted along with the Omnicom-owned agencies TBWA and BBDO. However, only the former two will make final presentations to the Sentosa Development Corporation tomorrow.

SDC chief marketing officer Lynette Ang told Mumbrella in a statment: “As Sentosa Development Corporation steps up our efforts to attract even more locals and tourists to the island’s array of unique leisure experiences, we called a creative and digital tender for an agency to support us in our plans to further deepen our engagement with guests and prospective visitors.

“Four agencies responded to our tender, of which two have been shortlisted for a final round of presentations. We will further deliberate following the presentations and expect to make an appointment by the next quarter.”

All the agencies involved were unavailable for comment at the time of publication.

The government body previously handed the consolidated account to Dentsu Singapore and Carbon Interactive in 2016, who oversaw creative and digital duties respectively digital.

The new account will cover a period of two years, with the option to extend for another.

The pitch follows SDC’s recently-concluded hunt for a public relations shop. Following a five-way pitch, The Hoffman Agency was handed the S$250,000 account.


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