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JWT wins pitch to create $9.2m integrated campaign for Singapore Bicentennial

J. Walter Thompson Company will develop an integrated marketing campaign for next year’s Singapore’s Bicentennial after winning a four-way pitch.

The account is worth around $9.2m with JWT and Mirum set to create the work.

The final shortlist saw the agency up against a consortium – Gushcloud – Ogilvy & Mather Singapore and Tribal Worldwide, after 40 firms initially threw their hat in the ring.

It is understood the final choice came down to J Water Thompson or Tribal, with the former getting the nod. The Singapore Bicentennial Office said the campaign will be targeted at all Singaporeans.

“We do want to reach as many Singaporeans and communities as possible, because we understand that it is all their histories combined, that make up the nation’s history,” it said.

The bicentennial will commemorate the 200th anniversary of Sir Stamford Raffles landing in Singapore. It has been described by the government as an opportunity “to reflect on how our nation came to be, how far we have come, and how we can go forward together”.

The commemoration will not only explore the 200 years from 1819, but will also go back a further 500 years to the 14th century, to “appreciate the context of Singapore’s evolution leading up to 1819”.

“The commemoration will also examine how we have responded to, and been part of, regional and global influences and events. In these 700 years, we went from being a place with a geographically strategic location, to a nation and people with unique characteristics,” it said.

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