Y&R Singapore has been appointed Agency of Record for Kallang Wave Mall, the exciting shopping and leisure complex at the new Singapore Sports Hub. Comprising over 41,000 sq. m and boasting the tallest indoor climbing wall and first sports themed hypermarket in Singapore, Kallang Wave Mall is managed by SMRT Alpha, a joint venture between subsidiaries of SMRT and NTUC Fairprice Co-operative
The appointment to SMRT Alpha will see Y&R Singapore take on responsibility for the conceptualization and execution of branding and communications, leading to the official opening and sustenance of the mall.
Melvin Kuek, Managing Director Y&R Singapore, “We are honored to be associated with Singapore’s latest landmark. The new integrated campaign is fresh and vibrant, as befits SMRT Alpha’s fun new destination and we are thrilled to be a part of this new wave.”