Omnicom Media’s agency PHD has been appointed as the global media agency of record for Singapore-based Mandai Wildlife Group, following a competitive pitch process. The new remit, effective January 2026, covers integrated media strategy, planning, buying, activation and performance optimisation across all paid channels in major markets including Singapore, Australia, India, Indonesia, the Philippines, Japan and South Korea.
The assignment will be led strategically from Singapore, reinforcing PHD’s regional leadership in media planning and execution. Estimated billings for the account are around US$10 million, illustrating the scale and importance of the partnership for both organisations.
Data-driven, locally attuned approach
Mandai’s media review began in mid-2025 and was managed by consulting firm R3. PHD was selected based on a strategic approach that combined strong data and effectiveness frameworks with a deep understanding of Mandai’s business model and visitor ecosystem. The agency’s capability to balance global best practices with locally relevant execution was cited as a key differentiator in the decision.
Sumiati Hashim, Managing Director of PHD Singapore, said the appointment “reflects Mandai’s confidence in our data-driven approach, powered by our AI-enabled marketing intelligence platform, Omni, and our ability to deliver innovative, effective media solutions.” She emphasised the agency’s commitment to leveraging advanced analytics and strategic insights to address complex business challenges for the wildlife group.
Mandai’s mission and media ambitions
Belina Lee, Deputy Chief Executive Officer at Mandai Wildlife Group, welcomed the partnership, highlighting PHD’s strategic expertise, global cultural insight and media know-how as key assets to enhance audience engagement in priority markets. She said the collaboration aims to amplify awareness for Mandai’s conservation initiatives and visitor attractions, reinforcing the organisation’s mission to connect people with nature in meaningful ways.
Mandai Wildlife Group oversees a portfolio of iconic wildlife parks, including the Singapore Zoo, Night Safari, River Wonders and Bird Paradise, and has been actively expanding its destination experiences and marketing efforts globally.
Separation of creative and media roles
The media appointment comes after Mandai’s creative duties were previously restructured, with Omnicom’s TBWA confirmed as creative agency of record in early 2024 to focus on brand-building across Mandai’s tourism and experiential offerings.
By consolidating media strategy with PHD while maintaining dedicated creative leadership, Mandai aims to create more cohesive and impactful communication campaigns that boost visitation, champion sustainability and advance wildlife conservation awareness throughout the Asia-Pacific region.
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