PHD Wins US$10M Mandai Wildlife Media Account Across 7 Markets
PHD replaces Spark Foundry as Mandai Wildlife's media AOR across 7 APAC markets in US$10M win. Singapore hub model reflects regional centralization trends.
Mandai Wildlife Group has appointed Omnicom Media agency PHD as its global media agency of record, effective January 2026. The US$10 million account covers seven Asia-Pacific markets, with strategic leadership based in Singapore.
PHD Wins After Competitive Review
PHD secured the account following a pitch process managed by consultancy R3 that began in July 2025. The agency will handle integrated media strategy, planning, buying, activation, and performance optimization across all paid channels in Singapore, Australia, India, Indonesia, the Philippines, Japan, and South Korea.
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The appointment replaces Spark Foundry (Publicis Media), which held the account since September 2021 on a two-plus-two-year contract. During its tenure, Spark Foundry managed major campaigns including the 2025 launch of Rainforest Wild Asia park, which featured full-station takeovers at Dhoby Ghaut MRT station and wrapped buses and taxis across Singapore.
PHD won based on its strategic thinking, understanding of Mandai's visitor ecosystem, and data framework. The agency will use its AI-driven marketing intelligence platform, Omni, to deliver connected solutions across the seven markets.
"This appointment reflects Mandai's confidence in our data-driven approach, powered by Omni," said Sumiati Hashim, Managing Director at PHD Singapore.
Singapore's Regional Hub Model
The win reflects broader industry patterns, with 73% of Asia-Pacific regional headquarters now adopting centralized command models based in Singapore. This approach allows companies to coordinate multi-market campaigns from a single strategic center while maintaining local execution capabilities.
Mandai's decision to base strategic leadership in Singapore while executing across seven markets mirrors structures used by 45% of Singaporean brands that separate media and creative functions. TBWA was appointed as Mandai's creative agency of record in January 2024, handling brand experience across the group's zoological parks including Singapore Zoo, Night Safari, River Wonders, and Bird Paradise.
The arrangement gives Omnicom Media Group control of both media (through PHD) and creative (through TBWA) mandates for Mandai, creating integrated capabilities across the organization's marketing operations.
Expanded Marketing Push
Mandai has intensified marketing efforts through major partnerships. In November 2025, the group launched its largest entertainment collaboration with Disney for a Zootopia 2-inspired campaign featuring four immersive themed zones including Marsh Market and a reimagined downtown city.
"PHD's strategic expertise supports our mission to engage audiences across key markets," said Belina Lee, Deputy CEO at Mandai Wildlife Group.
The group continues expanding its portfolio beyond traditional zoological attractions to include nature-based attractions, meetings and events facilities, and eco-friendly resorts. TBWA Singapore currently runs Mandai's "Choose Your Wild" campaign for Rainforest Wild Asia, which launched in March 2025.
The appointment positions PHD to support Mandai's mission to reach key audiences and amplify wildlife conservation awareness across its seven-market footprint. The agency's Singapore-based team will coordinate regional campaigns while working with local teams to adapt execution for individual markets.
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