Byravee Iyer
Mar 13, 2014

Marina Bay Sands taps Dentsu Singapore for media duties

SINGAPORE - Marina Bay Sands has retained incumbent Dentsu Singapore following a hotly contested pitch, the agency confirmed.

Marina Bay Sands taps Dentsu Singapore for media duties

The pitch called in August was one of the larger media reviews of 2013 and is estimated to be worth close to US$12 million. 

Dentsu Singapore has supported Marina Bay Sands since September 2011 and will now manage the integrated resort's business across Singapore, Southeast Asia and North Asia. MBS is also looking to increase digital initatives for destination and retail marketing. 

"We're certainly hitting the ground running in the year of the Horse," said Rosalynn Tay, CEO, Dentsu Singapore. "We were up against a number of highly competent agencies and are thrilled to continue our relationship with Marina Bay Sands."

Starcom and Mindshare previously handled the regional account.

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