Sentosa names R3 as consultant to manage ad agencies

Sentosa Development Corporation (SDC) has appointed R3 as its consultant for the management of its ad agencies. According to the tender on Gebiz, the appointment will be for a period of two years with the option to extend for another two years. Ebiquity was also eyeing for the account. 

Shufen Goh, co-founder and principal of R3, told MARKETING-INTERACTIVE: "Sentosa has been a great partner for R3, with its ambition to transform the way it approaches brand and marketing, and our shared philosophy on building strong agency relationships to deliver business outcomes. We are delighted to be part of Sentosa's future."

SDC first called for the consultant pitch in July this year, adding that interested parties must have relevant proven track record and a minimum of three years experience in providing consultancy services for similar nature of services. Mira Bharin, SDC's divisional director, marketing and guest experience, told MARKETING-INTERACTIVE then that the appointed consultant will develop and implement frameworks to build on the strengths of its agency relationships. The appointment also comes as SDC looks to drive greater integration of creative and marketing processes amid a dynamic and complex media environment, according to Bharin.

Bharin took on the role earlier this year when SDC split its marketing and experience team into two separate divisions - marketing and guest experience division, and the business and experience development division. MARKETING-INTERACTIVE has reached out to SDC for comment.

Separately, SDC appointed GOVT Singapore, Section and OLIVER to manage creative, digital and production duties. Under the consortium arrangement, GOVT undertakes the role of strategic creative agency, and Section will take on digital and UI/UX duties, while OLIVER oversees creative and production. SDC previously worked with BBH Communications (Asia Pacific), which was also vying for the account alongside TBWA\ Singapore. At the same time, it also reappointed Mediabrands' UM to handle media duties. PHD and Mindshare were also eyeing the account. Both creative and media accounts are for a period of two years with the option to extend for another, and R3 managed the pitches.

Meanwhile, SDC ended its partnership with BBH in August with the launch of the "Make Time for More Holidays" campaign, which asks Singaporeans to venture into the undiscovered side of Sentosa. This was a sequel to last year's "Make Time for a Holiday" campaign which highlighted the importance of taking a break. 

Photo courtesy: 123RF

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