Byravee Iyer
Jun 11, 2014

STB appoints Roth Observatory as agency review consultancy

SINGAPORE - The Singapore Tourism Board has appointed Roth Observatory International as its global agency review consultancy for a three-year period commencing immediately.

STB appoints Roth Observatory as agency review consultancy

Roth Observatory will be responsible for managing the relationships that STB has with its three agencies, J Walter Thompson, MEC and XM Asia Pacific. The scope covers agency-performance evaluation and performance-based remuneration, agency-fee reconciliation and negotiation, and third-party and production-cost auditing. It also includes pitch management, marketing process improvement and agency collaboration and motivation.

Roth Observatory has partnered with media specialist company Ebiquity and production auditing specialist Murphy Cobb Associates to help in critical areas.

“Since we launched in 2010, we have been working with marketers who buy into our philosophy," said Richard Bleasdale, Roth Observatory’s APAC MD. "To get great work and optimum return on investment, you have to focus on the quality and rigour of the inputs and interactions between marketers and their agencies.” 


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