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RICE and VML appointed as SingPost’s agencies of record

Singapore Post Limited (SingPost), has appointed RICE and VML as its agencies of record for public relations and content marketing in Singapore. The joint appointment comes after a competitive tender and will run for a year.

Strategic communications consultancy RICE and full-service marketing agency VML will collaborate to support SingPost in communicating its transformation from a traditional postal service provider into a last-mile, eCommerce logistics powerhouse. Together, the two agencies will cover activities including public relations, media strategy, content marketing, as well as digital and social media campaigns.

Robin Goh, Group Chief Brand and Communications Officer, SingPost, said, “SingPost’s success rides on the back of our commitment in delivering trusted services to homes and businesses – for the past 160 years. With our rich heritage, SingPost has many stories to be shared and achievements to be celebrated, even as we reinvent our capabilities into the world of eCommerce logistics. We are excited to embark on this new journey with partners RICE and VML to showcase our capabilities through integrated communications. With this, I would also like to thank all agencies that have participated in this pitch.”

James Brasher, Managing Partner, RICE, said, “SingPost’s well-established identity presents both a unique challenge and a fresh opportunity for RICE to elevate the brand and its reputation. As a homegrown organisation ourselves, RICE is looking forward to working with SingPost on its integrated communications strategy.”

RICE will support SingPost with its overall communications efforts, campaign development, and public relations activities; while VML will manage the content marketing and social media aspects of the integrated programme.

Tripti Lochan, CEO at VML Southeast Asia and India, said, “VML is thrilled to be partnering RICE to help SingPost strengthen its creative and digital content marketing strategy. SingPost is a global eCommerce enabler, and we are honoured to add the brand to our growing eCommerce client portfolio.”

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