R3 and Ebiquity vying for EDB's global media agency review consultant duties


The Singapore Economic Development Board (EDB) media agency review consultant tender has R3 Worldwide and Ebiquity vying for the role. According to Gebiz, the consultant will have to assist EDB in the development, execution and evaluation of its global media agency tender. Currently, EDB’s global media agency is Zenith.

EDB had previously worked with global marketing consultancy R3 Worldwide to manage a tender process. R3 Worldwide is a global consultancy that works on effective multi-national agency engagement. It has worked with international brands Samsung, Coca Cola, Visa, McDonald's, Singtel and many others. Meanwhile, Ebiquity is an independent global marketing and media consultancy, and has global brands such as L'Oreal, Nestle, Sony, Subway among others in its portfolio.

The contract for the agency review is for a period of one year with the option to extend for another three years. In the tender document seen Marketing, EDB aims to carry out its global media agency tender with the assistance from the appointed consultant. As such, the consultant will be required to propose an agency model that meets EDB’s needs, develop and implement an agency performance management framework.

The appointed party is also expected to carry out briefings, assist in clarifications, and facilitate the on-boarding of the appointed media agency. The tender and on-boarding process is also required to be completed by April 2020.

Last year, EDB rolled out a new global campaign to promote Singapore as a preferred location to start and grow a business. The campaign was conceptualised by The Secret Little Agency (TSLA) under the creative directorship of Hanyi Lee and Nicholas Ye. This was also aided with insights and market intelligence provided by TSLA’s global creative network partner, Mother, in London, Shanghai and New York.