Mandai Wildlife Group hunts for media agency

Mandai Wildlife Group has called a pitch for its media account. MARKETING-INTERACTIVE understands that the pitch process, managed by R3, is underway, though details on the appointment timeline and scope of work have yet to be disclosed. MARKETING-INTERACTIVE has reached out to Mandai Wildlife Group for more information.

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Spark Foundry under Publicis Media is the incumbent agency, having first won the business in September 2021 on a two-plus-two-year contract. During its tenure, the agency worked closely with Mandai Wildlife Group on several major campaigns, including the launch of its Rainforest Wild Asia park earlier this year. To drum up awareness for the new attraction, Mandai Wildlife Group went big on out-of-home advertising, rolling out bus and taxi wraps, train takeovers and a massive Dhoby Ghaut MRT station domination.

In a conversation with MARKETING-INTERACTIVE in April this year, Sandy Lee, vice-president of marketing at Mandai Wildlife Group, said the campaign was embodied with bold reimagining and it resulted in a multi-sensory citywide experience that wove together sound, visuals, and physical interaction — each touchpoint working in tandem to spark curiosity and pause in the middle of a daily routine.

Titled "Choose your wild", the campaign was also created in partnership with advertising operator Moove Media and TBWA on creative.

Mandai Wildlife Group also appointed TBWA as its creative agency of record in January 2024. The pitch process was handled by R3. TBWA\'s responsibilities extended across all facets of building a destination brand experience which will span the group’s multiple a flagship zoological parks; Singapore Zoo, Night Safari, Rivers Wonders, Bird Paradise, new green public spaces, and other offerings in the pipeline including Rainforest Wild, nature-based indoor attractions, MICE facilities and an eco-friendly resort.

Alongside the media review, Mandai Wildlife Group is also seeking partners for two other projects: a Request for Quotation (RFQ) for the conceptualisation and production of its end-of-year campaign for Bird Paradise, and an RFQ for a Mandai brand health tracker study.

Mandai Wildlife Group manages Singapore’s wildlife parks including the Singapore Zoo, River Wonders, Night Safari and Bird Paradise.

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