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.
Put all your money on BBH. [Edited under Mumbrella’s community guidelines]. JWT – stop wasting your time.
ReplyI can’t recall any agency ever being able to extend their contract after winning their pitches.
ReplyIt’s like calling a brand pitch every 2 years is the KPI of SDC.
Here’s a suggestion:
Remove the entry fee into Sentosa.
Visitors will surely increase.
I think S is a much more democratic client than Navy, just for that reason. They give everyone a chance, after the contract. Navy’s been anchored to a single agency guy for over two decades. That’s nice?
ReplyHmmmm, seems strange to me that both Omnicom agencies aren’t going through? Something stinks…
ReplyJust the way the Navy biz mysteriously follows a certain [Edited under Mumbrella’s community guidelines], wherever he goes. Which errr is currently [Edited under Mumbrella’s community guidelines].
Reply[Edited under Mumbrella’s community guidelines] may well be the single largest reason he won’t retain it.
Reply[Edited under Mumbrella’s community guidelines]. No money to afford [Edited under Mumbrella’s community guidelines] high fees and globally acclaimed quality.
[Edited under Mumbrella’s community guidelines]. Will slash fees and lick. Also, [Edited under Mumbrella’s community guidelines] at churning out multiple trashy campaign options that local clients swoon over.
Save your pitch money for a global smarty, [Edited under Mumbrella’s community guidelines].
Reply[Edited under Mumbrella’s community guidelines]tailored to clients who can’t understand a fuck, but demand to see options.
B, on the other hand, tower tall, with their proven brand of global creative heft. They bow to none. The sheep that need no shepherd.
Those in the [Edited under Mumbrella’s community guidelines], most likely to win. Time for a zzz.
ReplyCan we please change that headline to BBH and JWT…
B first, always. Respect!
ReplyAgreed and well demanded. This isn’t about “Just a Little Lux” kinda Fux.
ReplyJ used to be such a loved agency during [Edited under Mumbrella’s community guidelines] time.
ReplySeriously, all these vitriolic digs aside, WTF went wrong?
Then: [Edited under Mumbrella’s community guidelines]
Now: [Edited under Mumbrella’s community guidelines]
Ouch. Damn economy!
ReplyThey hired a digital native CCO who [Edited under Mumbrella’s community guidelines].
No other way to describe it.
ReplyIs there a link between NTUC Income agency and one of these short lists announces? Tsk Tsk… Is JWT really a shortlist?
ReplySingapore’s Unofficial Agency Rankings of Dignity and Respect (Regardless of Earnings).
The hottest and most sought after local agencies, based on Global Attractiveness are in Tiers A and B.
Tier C features [Edited under Mumbrella’s community guidelines] because it isn’t fatally crappy. Balanced mix of [Edited under Mumbrella’s community guidelines].
A: TBWA & BBH
B: Saatchi & Saatchi, Ogilvy, BBDO, Wunderman (NOT Y&R)
C: Dentsu, DDB, Grey & Publicis (Agency)
D: M&C Saatchi, JWT, Havas, LB & Y&R
E: Mandate, GOVT, Blak Labs, Blak J, Mangham/Gax & Goodfella
You can have a dig or so. But eventually, you will have to concur. Cos that’s what the world’s really saying.
ReplyBased on what? bullshittery at pubs and awards shows? This industry is full of perception of who is hot or not and most of it is crap when you scratch around at some of the work. The truth is those perceptions are built around a few creative ideas — not how they work every day. y
So please, we have the consultancies dribbling this stuff, so stop with the arm chair commentary based on nothing but reading the gossip columns.
ReplyExcept for a glitch or two (LB, for example, moving up), this grading is an accurate yardstick of Singapore agency creative standards – minus the tedium of endless research to prove it. It’s got my, “Ayes” and my eyes.
You sound as disgruntled as a C, D or E Grader. You should try and do your bit to get your agency up to B, and then A. It’s ok to vent here, but it won’t help you or your agency any by just venting
Ah. Now to polish up my applications to Ara/Dawn and Hadfield.
ReplyAgree.
ReplyIf rankings are all that matters, why are some lower tier agencies kicking higher tier ones at pitches, hiring, giving bonuses, and company vacations while those held in high regard are struggling and retrenching in an economy that’s recording strong growth.
Personal opinions are cheap beer.
But the client’s opinion pay for the bar bills.
Prostitution, my dear dear boy. Prostitution.
C, D & E Graders prostitute not just their rate cards, but also their studios and lower ranks who burn the midnight oil to churn out multiple campaign options that local clients demand.
The A set is definitely an ocean of respectability ahead of the Bs, though even the latter strut their stuff with grace and pride.
You don’t usually end up in the C set, unless you’ve kinda burnt out in As and Bs. The last two, as someone above rightly pointed out, don’t really merit a hiccup, let alone comments.
ReplyClient paid bar bills? Cheap wine after 9 (rhymes, huh) is what the C, D and E Graders use to compensate for low salaries. Some of these [Edited under Mumbrella’s community guidelines] that sent the local employees squealing with peals of delight. Yeah, Tricky [Edited under Mumbrella’s community guidelines] (rhymes again, huh).
ReplySpot on. Except I’d move DDB to maybe Tier D, and push LB up to Tier C.
ReplyNifty analysis. Pretty accurate.
ReplyYeah, I’d be sweet on LB and bump them up to Tier B.
Also, not too sure why there are separate Tiers for D & E. Just merge them, no? All pretty [Edited under Mumbrella’s community guidelines] in there anyways.
I cant believe [Edited under Mumbrella’s community guidelines], [Edited under Mumbrella’s community guidelines]!!!! and if we all do that then we’re absolutely [Edited under Mumbrella’s community guidelines]!
ReplyTed [Edited under Mumbrella’s community guidelines]
Neil [Edited under Mumbrella’s community guidelines]
Joj [Edited under Mumbrella’s community guidelines]
Chiu [Edited under Mumbrella’s community guidelines]
Winners [Edited under Mumbrella’s community guidelines]
Replyget back to work losers (unless you have none). why are you keyboard warriors so cynical? it’s just an update regarding a pitch, not the World Cup.
ReplyAcquire a sense of humour mate. It’s just the lightmess of… being.
If you’ve got that much work to do, you’re probably in Tier D or E. Try creeping into C first. Just to acclimatize with the kinda lightness in this banter.
If you can’t, just [Edited under Mumbrella’s community guidelines] off.
ReplyKeyboard warrior – what a dated cliche.
ReplyYou must be [Edited under Mumbrella’s community guidelines].
Only Tier A and B members can post unlimited comments freely.
Tier C members may post, at most, one comment a day.
Tier D members may be awarded P2Ps (Permissions 2 Post) by Tier A & B members. Only 1 to be redeemed, monthly.
Tier E members may apply for P2Ps. Waiting Period: 3 months.
ReplyI know they don’t really matter beyond [Edited under Mumbrella’s community guidelines] but could we be nice local hosts and squeeze them in D? [Edited under Mumbrella’s community guidelines], we hear.
Replyhttps://www.campaignasia.com/article/forsman-bodenfors-coming-to-apac/444713?eid=21&edate=20180525&utm_source=20180525&utm_medium=newsletter&utm_campaign=daily_newsletter
They’re potential A Listers, who ought to wipe out Grade E completely. No more crumbs for the picking, you little [Edited under Mumbrella’s community guidelines].
ReplyAs quoted by a client recently “I like that campaign from bbhdo”. They don’t really know our world. Clients just want a good partner and good work. Circle jerk conversations like this mean nothing outside the industry press and consultants.
ReplyYeah, it is Fri. All Grades invited to beer at A-Lister TBWA for top honours at AOTY 2018.
Well done, Ian/Ara/Dawn/Gary! No you, no Singapore.
ReplyAmazing how TBWA are shining so bright after [Edited under Mumbrella’s community guidelines] exits.
ReplyAll this idle chatter is fine for a Friday.
ReplyJust keep that in mind when it’s your turn to meet HR and hand in your office pass because your client shifted their account to a shop you have always deemed inferior.
Then you’ll see how attractive getting another job in an agency on the lower tiers suddenly look.
Naah. That’s oaf logic, [Edited under Mumbrella’s community guidelines].
Smarts like me don’t do agency anymore. There’s this neat little gig called Google that pays for clever beer these days. Nice thing is, we only see smarties all around us. From agencies and even elsewhere.
Mapletree Biz City. That’s where we’re at. Quite close to… err… A-Lister TBWA. Hehe, go be a [Edited under Mumbrella’s community guidelines] and start another shrimp sized ad agency if you have nothing else to do.
ReplyThat’s weird logic man. You suggest we all ditch topnotch stars like TBWA and BBH to work for Grade C, D or E just because of your fucked up stats and probabilities that could (just maybe, could) see us shacking up in one of those dives… SOMEDAY?
Bleargh. What sort of fucked up aspirations are those? If the whole world thought your way, there’s never be a Lee Clow, Lubars or Nick Law to lead the way. Choi!
ReplyHmmmmm…. AOTY ‘didn’t make the cut’… Someone’s gonna get a [Edited under Mumbrella’s community guidelines] bad. Keep on the lookout for an ex-[Edited under Mumbrella’s community guidelines] marketer on the market soon.
ReplyWhere’d you source your weed?
ReplyThings are looking up at DDB after [Edited under Mumbrella’s community guidelines]’s exit – haul of Effie’s and great McD film viralling out of control. I’d move them up to B, and create a new grade “F”, solely for [Edited under Mumbrella’s community guidelines]. Solitary Confinement.
ReplyC’mon. You don’t need great creative or huge client spends to look sexy in a mirror. Just 7k sq ft of space to cram 45 staff into. Ah. Yes. Tacky chandeliers too.
ReplyLet’s not forget the errm low Mountbatten address that let’s them afford those 7k sq ft. Even their namesake [Edited under Mumbrella’s community guidelines] opted for a nice classic Northbridge address, though it’s more expensive.
Classic [Edited under Mumbrella’s community guidelines] preference for quantity over quality – [Edited under Mumbrella’s community guidelines].
ReplyThey Had No Dream. Just a [Edited under Mumbrella’s community guidelines].
ReplyJWT must be desperate to win after having [Edited under Mumbrella’s community guidelines] business. and even that money pie is shrinking fast. bet my bottom dollar [Edited under Mumbrella’s community guidelines] will drive the prices down, and it’s up to sentosa to figure out if they want to sacrifice a few bucks for a [Edited under Mumbrella’s community guidelines] agency, or pay more money.
ReplyHave your say