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BBH pips JWT for $5m Sentosa creative account, while UM is handed media duties

BBH has held off J.Walter Thompson to secure creative duties for Sentosa, while UM has been handed the media account, it has been confirmed.

BBH was jostling for the estimated $5m creative account in a straight two-way contest after Sentosa whittled down its original shortlist of four.

Omnicom-owned agencies TBWA and BBDO has initially also been in the running.

Sentosa Development Corporation (SDC) chief marketing officer, Lynette Ang, said: “As Sentosa Development Corporation (SDC) steps up efforts to attract even more locals and tourists to our array of unique leisure experiences, we embarked on the search earlier this year for agencies to join us in deepening our engagement with our guests.

“R3 Worldwide was appointed as an independent consultant to identify a future-fit agency model, and to support the tender management process by providing robust and effective assessment frameworks and methodologies.

“Following a rigorous evaluation, BBH Communications (Asia Pacific) Pte Ltd will be appointed as SDC’s creative and digital agency as it has demonstrated its strength in brand custodianship, digital and content capabilities in its tender submission.

“UM Singapore (part of IPG Mediabrands) will meanwhile be appointed as SDC’s media agency for its strong alignment with Sentosa’s brand and marketing objectives, as well as its capabilities in optimising media buys and improving cost efficiency.

“Both appointments will take effect from 1 August 2018. We take this opportunity to welcome BBH Communications (Asia Pacific) and UM Singapore (part of IPG Mediabrands) to the Sentosa family.”

BBH chief exective John Hadfield said it was “thrilled” to have been selected.

“As ever, it’s an opportunity for us to build a wonderful story together,” he said.

IPG Mediabrands Singapore chief executive David Haddad, said UM was “humbled and excited” to handle media duties.

“Throughout this media agency review process, it was clear to us that SDC were looking for a partner who could match their ambition to do better,” he said in a statement. “And with our agency product and process of Better Science, Better Art and Better Outcomes, UM Singapore is aligned to the future of SDC.

“The team at SDC, along with consultants R3 Worldwide, should be congratulated on running a very thorough and well organized media review process, another reflection of the desire for SDC to do better.”

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