The agency saw off four other undisclosed shops to clinch the business - estimated to be worth S$1 million (US$700,000) - issued via a tender in May. Saatchi & Saatchi was the incumbent. Dentsu's brief is focused on attracting a higher calibre of recruits.
"There is a general perception that if you join the police force, you can't be too bright. Our idea challenged that notion," said Anthony Kang, president of Dentsu Singapore. “In fact, Singapore's police force has an impressive track record in tackling white collar crime and solving international crime cases – which requires the brightest brains. Our task is to create a clear, positive image for the police.”
