Arun Sudhaman 24 Jan 2012 // 12:00AM GMT
SINGAPORE--Singapore has selected Edelman to help build its global appeal as an investment destination in the US and UK.
The country’s Economic Development Board has awarded the two briefs, worth around $500K each, to the firm following separate reviews in each country. Each contract lasts until early 2014.
Edelman is charged with improving Singapore’s standing among investors and businesses in the two markets. Inward investment is a critical component in Singapore’s economy, with the country recently topping an influential ranking of Asia-Pacific FDI destinations.
Despite an existing reputation as one of the world’s leading financial centres, the Lion City is aiming to step up its competitive positioning versus New York, London and Hong Kong. It is understood that the EDB wants to advance its appeal beyond just economic factors, using the city’s attractiveness as a place to live and do business.
According to publicly filed documents, Edelman prevailed against numerous contenders for each market. Agencies taking part in the US review included Cathy Callegari, Fleishman-Hillard, Grayling, GolinHarris and RuderFinn.
In the UK, meanwhile, 10 firms, aside from Edelman, responded to the tender: Bell Pottinger, Broadgate Mainland, Weber Shandwick, FTI Consulting, Fleishman-Hillard, Icon, Kindred, Kreab Gavin Anderson, Lansons and Ogilvy PR.
The appointment of Edelman follows reviews of the EDB’s PR programme in other key global markets last year. In Brazil, the country hired Andreoli MSL, while it also appointed Ruder Finn to handle its efforts in China.
The Holmes Report earlier revealed that the Lion City’s EDB had begun the search for an international firm last year. That process culminated in a relationship with Grayling, which has also been handling the UK account.
In addition, the country has hired Baldwin Boyle Shand to handle a sensitive international repositioning assignment.