INTERNATIONAL: Shandwick hired for Singapore’s IT push

SINGAPORE: The Singapore government, which is currently attempting

to position the country as the leading centre for the technology sector

in the Far East, has appointed Shandwick to handle a worldwide

communications programme to support the initiative. The account is

understood to be worth around pounds 2 million in budget.

Shandwick will report to Singapore’s National Computer Board, the

government body responsible for positioning the island as the IT capital

of the Asia-Pacific region. It is thought that 11 agencies pitched for

the work, including Hill and Knowlton, Burson-Marsteller and

Worldcom.

Shandwick’s team will be led in Singapore by Andrew Pirrie, managing

director of Shandwick Singapore. His department will focus on building

Singapore’s credentials as an IT centre alongside the National Computer

Board and four other government agencies. A detailed brief for the

programme is still being worked on.

The agency’s remit extends beyond the Asia-Pacific. In the UK

Miller/Shandwick will handle PR and Shandwick’s San Francisco office

will co-ordinate PR across the US. Kristin Syltevik, UK managing

director of Miller/ Shandwick, said: ’The focus of the PR programme is

to promote Singapore’s qualities as a thriving base for technology

companies. It is central to the Asia-Pacific region and is a very

cosmopolitan place to live.’

Singapore’s main rivals for technology investment in the region are Hong

Kong and Taiwan. Firms such as IBM and Compaq have already established

offices in Singapore and the National Computer Board is hoping to build

on this.