Malaysia-Singapore property JV selects global media AOR

The two luxury property developments are located in Singapore but will be marketed globally.

The appointment came after a creative-led pitch process was called for in the middle of last year. The pitch saw Mindshare Singapore partnering with Ogilvy & Mather and OMD working with TBWA.

The creative account is split between the two creative partners, with each handling one project, while the media duties have been consolidated with Mindshare Singapore.

The contract was awarded early this year.

The M+S joint venture, which was set up in 2011, is owned 60:40 by Khazanah and Temasek to develop Marina One and DUO, with Mapletree Investments, CapitaLand and UEM Land Holdings appointed as project managers.

The two projects have a combined gross development value of S$11 billion (US$8.9 billion) and they are expected to be launched in the second half of this year.

Marina One was recently unveiled by Mohammad Najib Tun Abdul Razak and Lee Hsien Loong, Prime Ministers of Malaysia and Singapore, respectively, as an integrated development at Marina South, offering residences, office space and shopping amenities.

DUO, meanwhile, is an integrated development in the Ophir-Rochor area to offer residences, prime Grade A office space, a five-star hotel and a unique retail gallery, set within a park-like environment.