Religion founder Francis Wee, who employs eight full-time staff, confirmed that his agency will not drop out.
Religion will face Ogilvy RedCard, globally-aligned McCann Erickson and regional incumbent Leo Burnett.
The extension of the brief from Singapore-only to Southeast Asia prompted local agency Formul8 to withdraw earlier this month (Media, 7 March).
“We can work with partners in other markets to handle the rest of Southeast Asia,” said Wee. “Singapore is a unique car market which requires an agency to be extremely reactive. This puts us at an advantage. We might not have the resources of the big networks, but that doesn’t mean we can’t find the right solution.”
Agencies have been briefed to tackle mixed perceptions of Chevrolet, which is either seen as ‘too American’ or a ‘re-badged Daewoo’.
