Instead of using its agency, Mojo Partners Melbourne, Victoria hired the
Australian Tourist Commission's rostered agency TBWA for the
project.
TBWA group account director Paul Mampilli said the agency had initially offered to handle research on the Singapore market for the state.
Following that, the agency argued against running the state's 'Every
piece of Victoria' campaign in Singapore despite its success in
Australia.
He said the state needed to "tell Singaporeans what is distinct about Victoria and Melbourne from the rest of Australia". Media has been booked through TBWA's media shop OMD.
