The scope of work includes the development of assets including print, advertorials, and video content for worldwide usage. Tanuj Philip, CEO and founding partner of M&C Saatchi Singapore, noted that a number of senior talent within the agency have direct experience working on the STB account in the past, particularly on the MICE segment.
STB called the pitch in March, looking for an agency to develop a series of MICE marketing assets to help drive foreign delegate attendance and spend. The new marketing assets should be held together by a visual mnemonic to ensure a common identity across the assets.
Among the agencies that submitted the tender were Asatsu-DK Singapore, BBH Singapore, Brand Courage, DW Communication, Formul8, The Alchemy Partnership, Thinkads, Up BrandBuzz and Yuan Associates.
According to the government tender portal gebiz.gov.sg, the business awarded to M&C Saatchi was worth US$572,125 (SG$727,400).