The EDB called an open tender for its digital account early last month with the aim of adopting an agency able to work with newly appointed creative and media partners JWT and MEC to present the city-state as a premier business hub.
XM Asia will hold the account for 22 months, with the option to extend the contract an additional year.
XM Asia will hold the account for 22 months, with the option to extend the contract an additional year.
According to sources close to the review, XM Asia was the frontrunner for the account because of its connections to sister agency JWT.
“With JWT being the creative agency, it makes sense that only a couple of agencies would participate in this and have a chance to get the account,” suggested one Singapore-based source.
