4 agencies shortlisted for STB creative pitch

The Singapore Tourism Board (STB) is holding the second round of presentations today for its creative pitch.

MARKETING-INTERACTIVE understands that four of the eight shortlisted agencies, TBWA\Singapore, BLKJ Havas, Publicis Singapore, and Ogilvy Singapore, are returning to the table.

The initial lineup also included Forsman & Bodenfors, McCann Worldgroup Singapore, Toaster, and TSLA, according to GeBIZ. The pitch is being managed by marketing consultancy Ebiquity.

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The latest round follows STB’s call for a new creative agency partner in October to drive its global marketing and communications strategy from 2026 onwards.

The upcoming appointment, slated to begin in February 2026, will run for two years and two months, with options to renew for a further two years and an additional one-year extension.

According to tender documents on GeBIZ, the selected agency will work closely with STB’s marketing group to deliver destination marketing across leisure and business tourism, support strategic communications, and ensure integrated creative, digital, media, and comms efforts.

Key services outlined in the RFP include account management, marketing strategy counsel, creative conceptualisation and execution, social media management, influencer marketing, and marketing innovation.

The agency will also participate in STB’s annual scoping exercise, which historically covers one large, three medium, and five small campaigns each year, alongside opportunistic initiatives.

STB has also asked the appointed agency to propose an approach for developing diverse creative responses, potentially coordinating multiple creative teams to deliver distinct concepts for competitive selection.

The tender is part of STB’s broader Tourism 2040 roadmap, aimed at keeping Singapore top-of-mind amid shifting travel behaviours and a rapidly evolving marketing landscape. The scope also includes adopting generative AI to enhance outputs and performance measurement.

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