ASIA-PACIFIC – Arguably Singapore’s most sought after creative account has created waves by ending its 28 year long relationship with Saatchi & Saatchi and appointing Young & Rubicam Singapore after an intensive creative shootout.
The long and legendary tenure between the Republic of Singapore Navy and its incumbent didn’t deter the large number of agencies who threw their hats in the ring when the pitch was called in December 2009.
Following a closely fought first round, the contenders were shortlisted to the incumbent, Dentsu and Young & Rubicam Singapore.
“This prestigious win, led by Anthony Khoo (Chief Client Officer) and Mark Fong (Creative Director), is a loud and clear validation that Young & Rubicam Singapore’s Resist the Usual philosophy has been gaining traction with current and new clients such as the Republic of Singapore Navy. We will deploy the full extent of our strategic and creative offerings, including activation and digital, to make a great brand even greater”, said Tanuj Philip, Group CEO, Network Hub.
The appointment of Young & Rubicam Singapore covers both brand and recruitment briefs.
“For more than 25 years, agencies in Singapore have been trying to win this account because of the client’s high regard for great award winning creativity. It says a lot to us that the Republic of Singapore Navy believes they have found the right new creative partnership with Young & Rubicam Singapore,” added Marcus Rebeschini, Chief Creative Officer Asia, who was closely involved in the win of this highly coveted account.
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