The Singapore Prison Service (SPS) has appointed the firm as its PR agency-of-record for another two years, with the option of extending the contract for a third year. This marks the 12th year that B-M is working with SPS to support the organisation’s communication efforts. The partnership between SPS and B-M will focus on an enhanced engagement with Singaporeans in the digital space, as well as continue to drive stronger public understanding of SPS’s role in contributing to a safer Singapore.This includes encouraging stronger acceptance of ex-offenders through the Yellow Ribbon Project, which has secured high levels of awareness over the years. The account is led by Kelvin Yeo, B-M’s director of government communications. Commenting on the win, he says, “It was a tough fight. Being the incumbent meant that we had to demonstrate a deeper understanding of SPS’s evolving communications needs and landscape, show more creativity and present fresh ideas, deliver substantial ROI to the client and still integrate the superior strategic counsel that Burson-Marsteller built its reputation on. Into the 12th year working together, B-M is even more committed and passionate about highlighting SPS’s world-class standards in correctional work,” he added. Plans for a more robust digital communications strategy is underway and the team is also actively providing PR support for the annual Yellow Ribbon Prison Run, which takes place on 16 September 2012. B-M won the business after an intense four-way pitch against Edelman PR, Watatawa Consulting and Fulford PR.
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