Marina Bay Sands selects Dentsu for media business

SINGAPORE – Marina Bay Sands is understood to have awarded its media business to Dentsu.

Marina Bay Sands' media business is valued at US$15 million
Marina Bay Sands' media business is valued at US$15 million

The business’ exact worth is unclear, although it was estimated at US$15 million when awarded to Starcom in May 2010.

The latest RFP was called mid-July 2011 and some agencies told Campaign that they would not be pitching for the business.

One network head said that MBS had approached them about working together on a project by project basis. “It made no sense for us to commit resources to business that would be intermittent,” he said.

Incumbent Starcom, upon the expiry of their contract with Marina Bay Sands, chose not to pitch for the business due to “strategic differences” according to a source. It was also confirmed that OMD had declined the pitch.

The regional account was previously handled by Mindshare Singapore which had overseen the business for a year after being appointed in February 2009.

Constant changes client-side at MBS have been criticised by creative and media agencies alike. Riad Shalaby was the latest marketing head to move on, having recently replaced Lucinda Semark who is now with Carlson.

Neither Dentsu nor Marina Bay Sands were able to comment at the present time.

Related Articles

Just Published

1 hour ago

The Botanist gin focuses on 'the now' as it backs ...

The rebrand was handled by The Elephant Room.

1 hour ago

Havas Health is futureproofing creativity through ...

The agency launched its Neurodiversity Center of Excellence to help implement neurodivergent talent in its creative marketing and brand strategy.

14 hours ago

Why Snap’s creative chief is doubling down on ...

EXCLUSIVE: Veteran creative and former W+K leader Colleen DeCourcy on Snapchat’s new brand positioning, why the company is ‘anti-social media’, the benefits of in-housing, and more.

14 hours ago

Women to Watch 2025 is now open for entries

Our annual list celebrates outstanding women across Asia Pacific who excel in business, leadership and industry contributions through their work, dedication and passion.