Kelly Long, VP of corporate communications for SGX, said that the group had been in credentials meetings with agencies, but would not elaborate on the pitch schedule.
Long said SGX would likely appoint a mid-sized agency to drive SGX’s communications, which focuses on B2B marketing.
The SGX also reportedly aborted a creative pitch for Sesdaq, a secondary listing with lower initial listing requirements.
According to an industry source, SGX “hastily assembled about five small- to medium-sized agencies” to be briefed about the design of a new logo. “The agency that won would get to work on the whole account,” said the source. Presentations were made but, shortly thereafter, the company reportedly aborted the pitch. “The management had decided not to develop a logo for this product line anymore,” explained the source.
“There was a complete lack of proper governance and procedures. How can one embark on a brand exercise without management knowing?”
But Long denied that a creative review for Sesdaq ever took place, explaining that the board was currently reviewing its entire business model.
The Tokyo Stock Exchange, Asia’s largest bourse, recently bought its first stake — nearly five per cent — in the SGX.
The local exchange has also been actively pursuing Vietnamese companies, with Vinamilk set to be the first Vietnamese company to list on the SGX this summer, according to reports.
