Following a pitch, the Economic Development Board (EDB) has appointed The Secret Little Agency (TSLA), TBWA and MEC as its creative, digital and media agencies respectively.
The scope of work involves developing and implementing integrated marketing campaigns to position Singapore as an attractive business location globally, with a focus on the US as a key market.
The appointment is effective 1 September 2012 onwards and the contract period is 19 months, with an option to extend up to 24 months.
The decision comes following a review in which creative agencies TBWA,Ogilvy & Mather, Leo Burnett and Singapore-based independent agency TSLA-StrawberryFrog made the cut to the second round. Shortlisted media agencies included incumbent MEC and OMD.
R3 was appointed to handle the pitch for EDB which was called in April this year.
The pitch received a total of 21 submissions – 10 agencies/consortia for the marketing communications category, five agencies for media, and six agencies for digital, representing a mix of both independent and networked agencies.
“Following an intensive process, we are thrilled to have chosen TSLA, TBWA and MEC. Their proposals demonstrated strong creative, digital and media insights; a keen understanding of our business objectives and a refreshing take on business destination branding,” Myrna Poon, director of marketing & communications, EDB, said.
“Marketing Singapore as a home for business, innovation and talent is a challenging task and we look forward to the next phase of partnership with all three agencies.”