PUBLIC RELATIONS
OGILVY PUBLIC RELATIONS, SINGAPORE According to Ogilvy Public Relations, Singapore 2013 was the best year yet, financially and creatively, as well as for client retention. The agency expanded to more than 100 executives as it experienced double-digit growth for the eighth year in a row. Its top 50% of clients have now been with the agency for more than eight years. Ogilvy PR captured 10 new accounts in Singapore, including InterContinental Hotels Group (Singapore and SEA), NTUC FairPrice Foundation, SilkAir and KOP Properties. Among the various campaigns, one of the biggest was the Singapore Biennale 2014 with the Singapore Art Museum. Singapore Biennale was established in 2006 as the country’s pre-eminent platform for international dialogue in contemporary art. The platform brings Singapore’s artists within a global context and fosters collaboration with the international community. Indoor visitors at the 2014 Biennale almost tripled at more than 560,000, which was in part because of the extensive media coverage and ongoing activation ahead of the
Senior staff turnover was less than 10%, and the agency prides itself on finding and retaining the right people for their ideal roles, said a spokesperson. Ogilvy will continue to shape its offerings to meet the complexity of the communications environment. By combining its deep planning capabilities, the full-integration with Ogilvy Group’s creative capabilities, and an attitudinal shift that involves social listening, Ogilvy PR hopes to shape its client’s message around real-time consumer sentiment. The recent creation of the Content Studio and the virtual dashboard will help this realtime drive. In addition, new offerings such as Ogilvy Impact, dedicated to employee communications, Social@Ogilvy, the Content Studio, social marketing and Ogilvy Noor, the world’s only Islamic branding practice, will help boost revenue and growth over the next year. opening. Participation at the Biennale activities, including talks, workshops and film screenings, had a capacity average of 85%.
Owned by: WPP Headed by: Chong Ee Rong, managing director, Singapore
TATE ANZUR
Tate Anzur has taken it to the next level over the past year. The agency built a sweet spot in the arts, heritage and social sectors with big account wins in these spaces. In addition, there was a 100% retention rate of existing clients. Tate Anzur attributes its success to three mantras: great stories, told through genuine engagement, and from the ground-up. The agency bagged wins such as the Asian Civilisations Museum, i Light Marina Bay 2014, National Library Board, Singapore Heritage Festival, SAFRA Army Half Marathon, and various others. In addition, the past 12 months have seen a variety of campaigns by Tate Anzur as it strived to link brands to ordinary people by getting them involved and letting them be the voice.
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A great example of this was the Liberty Hunt 2013 campaign with Liberty Insurance. The goal was to connect this global insurerr with young Singaporeans. The campaign was a nation-wide treasure hunt with a S$50,000 prize. The Hunt brought more than two million people in Singapore to the Liberty brand through an integrated mix of mobile, on-ground, social media, media and direct outreach. Tate Anzur insists it is committed to growing talent from within its ranks, ensuring the next account director will be hired from within. In addition, the agency is working with communication schools to train the PR professionals of the future. It has implemented a strong internship programme with the universities and provides
lectures and l d career talks lk with i h Temasek T k and d Ngee Ann Polytechnics as well. The agency also marks the fact it has not lost a member of its staff yet, with its first hire, Cherie Lee, still on board. The agency grew from four to 12 consultants in 2013. In 2014, Tate Anzur will look to stretch its legs in lifestyle, activations and branding. Owned by: Independent Headed by: executive directors Ethan Tan, Yvonne Li and Raoul Le Blond
AGENCY OF THE YEAR SPECIAL ANNUAL EDITION 2014
MARKETING
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