APM hands media business to UM Singapore

The agency will take reponsibility for the company's media planning and buying duties following the pitch called two months ago. The incumbent is Briq Communications.

The appointment comes after Suntec REIT announced plans for a US$326 million remake of Suntec City in October, slated to start in mid-2012 with completion planned for mid-2015. Pat Lim, managing director of UM Singapore, noted that it is a rolling contract.

“The APM manage some of Singapore's premier properties including one of the country’s leading shopping destinations," she said. "It’s an exciting time and we look forward to helping APM grow their brand and business in Singapore while they expand with the forthcoming renovations.”

APM, whose portfolio comprises approximately 1.3 million square feet of office space and 800,000 square feet of retail space, is responsible for the management of the Suntec City Mall and five office towers.

Jeff Khoo, manager of marketing communications at APM Property Management, said, “UM stood out among the shortlisted agencies by thinking outside the box, rather than sticking to traditional mediums of publicity. They presented various innovative strategies such as on-ground activation activities, putting a twist on both traditional and new-to-market channels like social media.”