New York Dessert Café selects Platform Public Relations as AOR

NYDC’s spokesperson said a total of three agencies were invited to the pitch and there was no incumbent.

PPR will handle NYDC's online and traditional mandate, overseeing all publicity initiatives in Singapore. It will also provide counsel, strategy and all other communications duties as required for the rest of 2012, including initiatives for Christmas, which is the F&B brand's next key campaign.

"PPR was chosen for its holistic and brand-focused strategies as well as its excellent track record in providing and executing successful PR campaigns for its consumer portfolios," said Wang Whee Min, general manager of group retail at SUTL Group.

Adlena Wong, director and head consultant of Platform Public Relations, said the agency has already started its association with NYDC with the promotion of an expanded menu comprising more than 20 new items to be introduced in September, as well as NYDC’s 17th birthday bash next month.

"We also have plans for occasion-inspired press and promotional activities, such as Halloween and year-end festivities,” she said.