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STB picks TBWA for creative and digital duties

The Singapore Tourism Board (STB) has appointed TBWA\Singapore as STB’s global agency partner for integrated creative, digital and production services.

The appointment is for two years with effect from 1 April 2016, with an option to extend the contract annually for a maximum of three years.

Following the pitch called in August 2015, STB received a total of nine submissions.

With advice from Roth Observatory International, the first round of evaluation assessed the submissions based on criteria such as track records, strength of global networks, and proposed servicing models.

Following this, shortlisted agencies were given a pitch challenge to showcase their strategy development, creativity, and team capabilities.

Throughout this process, the TBWA\Singapore team stood out for their deep understanding of the tourism business, clear thinking, innovative and impactful ideas, and proposed action plans that were well integrated across different channels and platforms.

“We look forward to working closely with TBWA\Singapore as an agile and synergistic team. Based on our extensive interactions in the past four months, we are confident we have found a partner that can challenge the norms of destination marketing and help us create new possibilities,” said Lynette Pang, assistant chief executive, Singapore Tourism Board.

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