Singapore Prison Service names PR AOR

Led by Kelvin Yeo, director of government communication at BM, the appointment came after an intense four-way pitch against Edelman PR, Watatawa Consulting and Fulford PR.

The appointment also marks the 12th year that the agency is working with SPS to support the organisation’s communication efforts. It will focus on an enhanced engagement with Singaporeans in the digital space, as well as continue to drive stronger public understanding of SPS’s role in contributing to a safer Singapore.

This includes encouraging stronger acceptance of ex-offenders through the Yellow Ribbon Project, which has secured high levels of awareness over the years.

“It was a tough fight,” Yeo said. “Being the incumbent meant that we had to demonstrate a deeper understanding of SPS’s evolving communications needs and landscape, show more creativity and present fresh ideas, deliver substantial ROI to the client and still integrate the strategic counsel that Burson-Marsteller built its reputation on.”

Burson-Marsteller is now working on digital communications strategy for SPS and it is also providing PR support for the annual Yellow Ribbon Prison Run, which takes place on 16 September.