PHD has been appointed global media agency of record for Mandai Wildlife Group following a competitive pitch.
Effective January 2026, the remit covers integrated media strategy, planning, buying, activation and performance optimisation across all paid media channels. The account spans Singapore, Australia, India, Indonesia, the Philippines, Japan and South Korea, and will be led from Singapore. Campaign has learnt that billings are estimated at approximately US$10 million.
Mandai declined to comment on the length of the appointment.
Publicis Media’s Spark Foundry was the incumbent agency, having held the business since September 2021 on a two-plus-two-year contract. During its tenure, Spark Foundry worked closely with Mandai on several high-profile campaigns, including the launch of Rainforest Wild Asia earlier this year. The campaign was promoted via largescale bus and taxi wraps, train takeovers and a full-station domination at Dhoby Ghaut MRT.
Mandai’s media review commenced in July 2025 and was managed by R3. PHD was selected for its strategic approach, understanding of Mandai’s business and visitor ecosystem, data and effectiveness framework, and its ability to balance global best practices with strong local execution.
Commenting on the appointment, Sumiati Hashim, managing director of PHD Singapore, said: “We are honoured to welcome Mandai to our portfolio of leading glocal brands. This appointment reflects Mandai’s confidence in our data-driven approach, powered by our AI-driven marketing intelligence platform, Omni, and our ability to deliver innovative, effective media solutions."
Belina Lee, deputy chief executive officer at Mandai Wildlife Group, added: “We’re excited to partner with PHD, whose strategic expertise, global cultural insight, and media know-how support our mission to reach and engage audiences in key markets effectively. Together, we look forward to amplifying awareness for wildlife conservation and driving meaningful impact for people and the planet.”
Mandai handed over the creative AOR to Omnicom's TBWA in January 2024 following a pitch, also managed by R3. TBWA's remit spans destination brand-building across Mandai’s portfolio, including Singapore Zoo, Night Safari, River Wonders and Bird Paradise, as well as upcoming offerings such as Rainforest Wild, indoor nature-based attractions, MICE facilities and an eco-friendly resort.
Alongside the media review, Mandai is also seeking a request for quotation for the conceptualisation and production of an end-of-year campaign for Bird Paradise, and an RFQ for a Mandai brand health tracker study.
Mandai Wildlife Group manages Singapore’s wildlife parks, including Singapore Zoo, River Wonders, Night Safari and Bird Paradise.
Source: Campaign Asia-Pacific
