According to Anand Vathiyar (pictured), MD, Up BrandBuzz, the agency will mange the biennale’s marketing programme – ranging from advertising to security pass design - from now till the start of the exhibition in September next year.
The billing of the account is estimated to be S$1 million (US$650,000).
Up was selected because NAC wanted a fresh approach, noted Vathiyar. “NAC wants to make art fun and accessible and not standoffish. This is why they picked a small boutique like Up.” Work Advertising - headed by Theseus Chan – was the incumbent for the previous Biennale in 2006.
Separately, the agency also picked up the business for Japanese hair restoration company Aderans, which is launching in Singapore in mid-September.
