UM takes up responsibility to manage media planning, buying, strategy, digital and social media for the first-time advertiser. The selection process also involved Zenith Optimedia and Mindshare, said a source close to the pitch.
The aim of the new business is to help Singex attract venue marketers and ancillary service providers from the Americas, Middle East and Asia-Pacific, the same source explained.
The company operates in two business segments: Singex Venues manages the Singapore Expo Convention and Exhibition Centre and MaxAtria; and Singex Exhibitions develops a portfolio of exhibitions and conventions relating to sustainability and technology for rehabilitative engineering. These include WasteMet Asia, Rehab Tech Asia and Clean MET Asia.