Singapore Tourism Board plans full-service pitch, looking for agency collaboration

The STB said it will hold the pitch in the last quarter of this year when the contract for its creative, media and digital agencies expires. The incumbent agencies are BBH, Mediaedge:cia (MEC) and XM Asia.  

Sophia Ng, assistant chief executive of marketing group at Singapore Tourism Board, said the board will be looking for the ability of the three agencies, which will be independently appointed, to integrate and work collaboratively.

“As much as we might be going out for tender for three separate agencies, we definitely welcome the leading agencies to form consortiums and pitch for the tender themselves, because I think that will ensure greater chemistry among them,” she said.

Ng said the STB will be looking for the “best agency in its class” for each account, adding that it is important the agencies also have a “strong network”.

“Given we have 21 regional offices all over the world, having that local knowledge and that local office would be important for us,” she added.