Publicis Groupe and Pico win $8.5 million Singapore Health Promotion Board business

Publicis Groupe and Pico have won the marketing business of the Health Promotion Board, bringing to an end a prolonged pitch which began in August of last year.

Publicis Singapore was one of the incumbent agencies. The account value, according to the Singapore government’s e-procurement portal GeBIZ, is S$8,578,200.00. 

According to terms disclosed at the start of the pitch, the contract was supposed to last until March 2022 with an option to be extend for another two years beyond that. The mandate will include digital, mainstream and experiential marketing. The pitch was managed by R3.

Publicis Groupe has created a bespoke team to handle the business led by managing director Joanne Theseira. Her mandate will be bringing together talent from companies within Publicis Groupe – Publicis Worldwide, Digitas, Prodigious, MSL – as well as with teams from Singapore-based event management specialist Pico, as part of a strategic partnership between the two companies.

Publicis Communications CEO, Lou Dela Pena said: “We’re really passionate about the work that HPB does, and we are incredibly honoured to have been given a great responsibility to help shape Singapore’s relationship with health for the better in the coming years.

“There is no doubt that the ‘power of one’ has been a great source of collaboration, initiatives, smart decisions, stronger focus on our game-changers and most importantly, it has been absolutely critical to truly put our clients at the centre.”

Dela Pena is ‘passionate’ about the work the HPB does

Eight agencies were said to be in the fray at the beginning of the pitch including Publicis, DDB Worldwide, Grey Group, Havas Worldwide Singapore, J. Walter Thompson, Ogilvy Singapore, TBWA Singapore and Three60 Degrees Consulting.

The second round of pitching included consortiums of Publicis and Prodigious, Havas and GOVT, DDB and Tribal Worldwide plus Ogilvy, VMLY&R and Hogarth Worldwide.


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