Dentsu Singapore picks up The Republic of Singapore Navy + Land Transport Authority

Dentsu Singapore has been appointed to the The Republic of Singapore Navy (RSN) account. The agency will be responsible for RSN’s holistic brand and recruitment campaigns, including engagement and activation programmes to educate the general public on the role of the RSN in the defence of Singapore.

The RSN, widely regarded as one of the best in the region, is responsible for keeping the surrounding sea safe for trade as well as defending Singapore against sea-borne threats.

“The Dentsu Singapore and Isobar Singapore teams demonstrated vision, and passion in their pitch presentation. They also thoroughly understood the brief and delivered work which we think would be able to help us meet our goals and objectives. We feel that they will be a strong addition and a great fit for a team we’re looking to build a strong and successful partnership with,” said Major Vincent Yeo, Head of Navy Recruitment.

In mid-October, Dentsu Singapore was awarded Phase 2 of Land Transport Authority Affinity Campaign, the government body responsible for managing land transport infrastructure in the nation. Also participating in this tender was DDB. The Affinity campaign is part of a long-term communications blueprint developed by Dentsu in 2013.

“It has been Dentsu Singapore’s ambition to turn this business around and truly position ourselves as partners to brands that might not even have had us on their radar two years ago. We went about this by being nimble, agile and dynamic. Together with our business partners, we will move these brands forward and we fully intend to deliver at the top of our game,” shared Rosalynn Tay, Chief Executive Officer, Dentsu Singapore (pictured).

Tay, with a track record in aviation, banking and FMCG, changed the course of Dentsu’s Southeast Asian flagship by turning the agency into an operation that continued to provide the blue chip Japanese clients with the level of service they’re used to, whilst at the same time appealing to new regional and local clients.

Commenting on the appointments, Dick van Motman, Chairman and CEO of Dentsu Aegis Network Southeast Asia said, “Dentsu Singapore embarked on a journey of transformation a year and a half ago, when we made the audacious decision to hire Rosalynn. The team has demonstrated outstanding strategic and creative thinking plus strong collaborative effort within the network. It is extremely satisfying to see the fruits of our labour. The win with the Republic of Singapore Navy is testament to a strong partnership between Dentsu and Isobar, and a reflection of Dentsu Aegis Network’s mission to innovate the way our brands are built.”