Singapore's police has not traditionally been seen as a magnet for top talent in the city-state, with young graduates preferring to join 'higher-brow' armed entities such as the Singapore Air Force. However, Dentsu claims that its ‘Be extraordinary’ campaign has changed this perception.
"Our post-campaign surveys have shown that Singaporeans now have more respect for the police force," said Dentsu Singapore president Anthony Kang.
Dentsu secured the business without a pitch.
