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STB names creative and digital agency for recruitment campaign

Singapore Tourism Board (STB) has appointed Blk J DDB Worldwide as its creative and digital agency for a three-year hotel career perception and recruitment campaign. This will include creative, digital and production duties.

The tender was first called in November last year, with an objective to change the perception of hotel careers. It is part of an ongoing initiative alongside others for the Hotel Sectoral Manpower plan which was launched in October 2015.

At the time, Marketing confirmed that the tender is separate from ongoing duties from the incumbent agency TBWA which is its agency of record. TBWA was appointed in December last year as STB’s global agency partner for integrated creative, digital and production services.

The account will see Blk J and DDB Singapore working in partnership on the campaign. Blk J was launched in November last year and founded by DDB faces Rowena Bhagchandani, Joji Jacob, Khalid Osman and Lester Lee. The agency is also backed by DDB Worldwide.

At the same time, DDB bolstered its leadership through the hire of JWT ECD Chris Chiu, who is joining the team as chief creative officer, and former Y&R MD Melvin Kuek, who took on the role of managing director.

“We are humbled by the STB appointment and by our first win but really the victory lies in the work. So, our sleeves are already rolled-up,” Rowena Bhagchandani, CEO, said.

Khalid Osman, creative co-founder, added, “From StarHub to Ministry of Education, our work has always sought to shape the dominant conversation. Which is why, we are super excited by the STB challenge and the opportunity to alter the way hospitality is perceived.”

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