Warner Bros. Singapore wraps up media pitch

Warner Bros. Singapore has retained Havas Media Singapore as its integrated media agency following a closed-door pitch. This extends the relationship into its sixth year and beyond, with Havas Media Singapore helming the account since 2015. The reappointment is effectively immediately. 

MD of Warner Bros. Singapore, Ng Peng Hui, said the agency impressed the team with its integrated abilities to leverage data, content and partnerships in a creative and insightful media approach, resulting in a thorough, synergised proposal.

“Every movie can be unique, so we seek in our agency partner an adaptive sense of media planning and depth in understanding the movie’s appeal and audience segments. Most importantly, the team’s continued passion, diligence and energy reinforced our decision," Ng said.

Meanwhile, Havas Media Group CEO, Jacqui Lim, said the reappointment is testament to Havas Media's tenacity and agility to conquer the highly competitive theatrical marketplace and is humbled by the client’s trust and recognition of the team’s commitment and capabilities to weather the difficult times for in-person movie viewing in cinemas.

"It is a huge honour for us to be reappointed by Warner Bros. With the landscape evolving so quickly, restrictions brought upon by COVID-19 and consumers shifting their behaviours with a myriad of accessible entertainment options, we need to double down on the magic of the big-screen experience that we believe will still have a very special place in the viewer’s lives," she said.

Lim also told MARKETING-INTERACTIVE that with a longstanding partnership with Warner Bros. in place, Havas Media had the opportunity to witness the drastic shift in consumer behaviour and the movie landscape starting from pre-COVID times, to the thick of the pandemic, to now the endemic phase.

"It taught us that, more than ever before, our planning needs to be dynamic and adaptive to any change possible that could come our way. And that we need to maintain a very strong pulse on the media shifts, while working with our media partners in fresh ways that mirror this agility," she explained.

According to her, the biggest task in the coming time ahead is how to use innovative media solutions to arm audiences with the motivation to make that “must-go” trip to the cinemas in the face of all that’s going on in the world.

When asked how this win will motivate the team going into 2022, Lim explained that every renewal of a longstanding client partnership through a competitive pitch is extra special to the agency. "As we all know it takes a lot to keep relationships magical and strong over the years. It means we have done something right in renewing and refreshing ourselves to stay on top of our game. And we must continue to keep up the energy and zing!" she added.

Separately, Warner Bros' parent company, WarnerMedia, launched its regional hub in Singapore in September, fully integrating its business in the region, including Warner Bros., HBO and Turner brands. It will also house the new streaming platform HBO Max, which is expected to launch in its first Asian markets in the near future.

WarnerMedia also has plans to increase additional roles in Singapore in the coming years, including those in the technology field as the company increases focus on its direct-to-consumer streaming business. The company recently parted ways with HBO Max's Southeast Asia and India Amit Malhotra. 

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