Wildlife Reserves Singapore lights up its media strategy with Spark Foundry


Wildlife Reserves Singapore (WRS) appointed Spark Foundry to handle media tasks including strategy, media planning and purchasing for its four zoos – Singapore Zoo, River Safari, Night Safari and Jurong Bird Park . The appointment concludes the pitch that began earlier this year and saw 12 agencies eyeing the account. The agency’s contract spans two years, with the possibility of renewal for two more. The four parks are part of the Mandai Compound which is being rejuvenated into an integrated nature and wildlife destination. INTERACTIVE-MARKETING understands that the incumbent Havas Media did not plead for the account.

CMO Irene Lin said INTERACTIVE-MARKETING that Spark Foundry will work closely with the team to deliver innovative campaigns that will not only inspire people to care for wildlife, but also connect WRS to new audiences while continuing to retain its key demographics. “We would like to thank all of the agencies who participated in our pitch and the enthusiasm that everyone brought to the table with their ideas,” said Lin. She joined the team last May from the Shangri-La Group.

Spark Foundry Singapore Managing Director Youli Hooi said the team was thrilled with the opportunity to lead the media work, emboldened by the purpose of the WRS brand. “We look forward to exploiting new options in our modern media landscape enriched by technology and data, to generate personalized visitor engagement at scale. This is imperative as WRS is a destination for generations of visitors in and beyond Singapore. She added. Hooi was recently promoted to Managing Director of Publicis Media Singapore alongside her role as Director of Spark Foundry Singapore.

Ian Loon, CEO of Media and Digital, Publicis Groupe Singapore explained that the team is privileged by this opportunity because WRS’s dedication to biodiversity conservation has a greater focus, not only in Singapore but in the region. “We don’t often have the opportunity to work with a client to provide a showcase of sustainability at the heart, preserved for future generations. This objective can only extend beyond Spark Foundry, to all of us within the Publicis Group and our partners, ”he added.

The media nomination comes shortly after The Secret Little Agency was named WRS’s Global Creative Partner for three years. TSLA Design, now known as Anak, takes care of the branding and design tasks, while the on-board creative tasks are handled by TSLA.

In addition, WRS is looking for a panda intern to take care of the baby panda born on August 14 at the River Safari. He is looking for an innovative thinker and content savvy to join the team for a six month internship and work closely with the Marketing and Animal Care teams.

According to the job description, the panda intern will have the opportunity to embark on marketing programs that increase the public’s affinity with wildlife, increase knowledge and awareness of conservation and sustainability through heartwarming stories, digital media and new creative ways. of storytelling. With access to behind-the-scenes information and footage, the ideal candidate will use available resources to creatively spark the public’s imagination and inspire young people to tell their own animal stories.

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