Six media agencies vying for Singapore Tourism Board's global account

Six agencies are said to be pitching for Singapore Tourism Board's global media planning and buying duties. These agencies include Carat Media Services Singapore, IPG Mediabrands (Singapore), GroupM Singapore Mediacom Singapore and MEC, OMD Singapore and Zenith. The incumbent on the account was MEC.Independent consultant, The Observatory International, will be assisting STB on the pitch.The selected media agency will be appointed for an initial period of two years, with an option to extend the contract annually for up to two additional years, subject to performance. Independent consultant, The Observatory International, will be assisting STB on the pitch.In an earlier statement given to Marketing, Lynette Pang, assistant chief executive, STB said it is crucial for STB to shape its media strategy to one that is innovative, agile and impactful, leveraging real-time and data-driven marketing across global markets.In April this year, the Singapore Tourism Board (STB) unveiled a “medium-term marketing strategy”. According to a statement from STB, this is to rally the industry in tackling the increasingly complex tourism landscape. Grounded in insights and research, the marketing strategy was developed through in-depth study, analysis and consultation with local and international experts and industry players across the fields of marketing and travel.(Photo courtesy: 123RF)