Faaez Samadi
Jan 6, 2017

Zenith wins Singapore Tourism's global media account from MEC

Eight-year incumbent is displaced in its bid for a new two-year retainer.

Zenith wins Singapore Tourism's global media account from MEC

Following a six-way contest for Singapore Tourism Board’s global media account, Zenith has emerged the victor.

The agency takes the account from MEC, which has serviced STB for the past eight years.

The board put out its request for proposal (RFP) in October, ahead of the end of MEC’s contract in March this year. 

Zenith has secured a two-year retainer beginning April 1, with the option to extend for another two years based on performance.

Helen Lee, managing director of Zenith Singapore, said: “The travel industry has been the most disrupted through technology. As the ROI agency, we reimagined ROI for Singapore Tourism Board through personalisation as travellers connect to an experience journey.”

Six agencies, including Zenith and MEC, competed for the coveted account. The others were Carat Singapore, IPG Mediabrands Singapore, Mediacom Singapore and OMD Singapore.

Lynette Pang, STB’s assistant chief executive, said: "We look forward to working closely with Zenith as an agile and bold agency partner to help us create new possibilities and thrive in today’s dynamic media environment."

"We are grateful to all agencies who had put in the time and effort to participate in this process, and appreciate all the thoughtful submissions we received. We also thank our incumbent agency MEC for their valuable contributions and dedicated partnership for the past eight years."

Campaign Jobs

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

Premium
Direct from Cannes: Reporter's notebook from the festival
Premium
11 hours ago

Direct from Cannes: Reporter's notebook from the ...

Our editors on the Riviera are posting tidbits and takeaways from the Cannes festival.

Premium
Japan at Cannes: The work that cut through
Premium
11 hours ago

Japan at Cannes: The work that cut through

A mobile Grand Prix offsets an absence of big wins in the categories Japan is more commonly known for.

Premium
Ad Nut's Raya-ad review: Brands embrace Ramadan
Premium
12 hours ago

Ad Nut's Raya-ad review: Brands embrace Ramadan

Ad Nut joins in the festive cheer to take a look at a few Raya campaigns.

Premium
Move and win roundup: MetLife, WPP, Y&R, Turner, Centric and more
Premium
12 hours ago

Move and win roundup: MetLife, WPP, Y&R, Turner, ...

A weekly collection of notable people moves and account news.