• by Steve McClellan  @mp_mcclellan, March 6, 2015

Partners + Napier NYC (PNYC) has been named creative partner in North America for the Singapore Economic Development Board (EDB), the group confirmed Friday. The appointment came after a review. The incumbent was Strawberry Frog.

With the win, PNYC becomes part of a global consortium of agencies led by EDB’s agency of record, The Secret Little Agency (TSLA), based in Singapore. 

As creative partner in North America, PNYC will handle brand strategy through creative in partnership with TSLA. It’s also responsible for “driving collaboration” between EDB’s agencies in North America, which include Edelman (public relations) and MEC (media).

EDB is the lead government agency charged with planning and executing strategies to maximize Singapore’s position as a global business center. 

“The Singapore business brand is one of the best in the world,” said Kris Kam, managing partner at TSLA. “We were urgently seeking a creative partner in North America that could marry local relevance with EDB’s global aspirations, and PNYC is more than up to the task.”

The win is the latest in a string of recent victories for the agency. It won the AOR assignment for cloud-based technology provider ShopKeep in January. Earlier, it won Lufthansa and Players’ Tribune, the Derek Jeter-founded sports-focused Web platform.