NEA awarded UM the account after a competitive pitch process that involved three other agencies including incumbent OMD, said a source close to the pitch.
NEA’s media account has shifted hands in a short span of time. In February 2013, the agency called a tender for its Dengue Fever Campaign, looking for both media and creative agencies. In April 2013, NEA picked OMD and DDB Group Singapore as its agencies. Tokyo-based Asatsu-DK held the account from 2008 to 2010.
The latest announcement comes a couple of months after the NEA said it was looking for marketing consultants to improve procedures within its agencies.
DDB Group Singapore continues to manage NEA’s creative duties. DDB handled the account in 2007 and 2008, as well.
Both the creative and media agencies are tasked with developing the marketing publicity campaign, including family and community engagement through social media and content development.