Singapore's Economic Development Board picks marketing consultant

Singapore Economic Development Board (EDB) has appointed marketing consultant R3 as its long term global agency management consultant following a tender. Also vying for the account was Roth Observatory International.

In a statement to Marketing, Goh Shufen, founder of R3 said that EDB was looking to appoint a long-term partner that could add value to its marketing and agency partnerships with a “proven track record, passion and innovative approach to help create a dynamic and forward looking marketing model.”

The appointment is for a period of four years with the option to extend for another two. The partnership kicks off from August of 2015 and covers key agency tender management for appointment from April 2016 onwards, as well as ongoing agency performance management. The appointment comes as the government body looks to launch a global tender in the near future.

Currently, EDB works with TSLA for its creative, MEC for its media and DAN( TBWA) for its digital execution.

R3 will also be responsible for looking over EDB's inter-agency collaboration, process and fee reconciliation, and fee review and benchmarking. The contract covers global partnerships in diverse markets, such as Singapore, Germany, Japan, and North America, with local support.

“It was crucial for EDB to find a long-term partner with proven global experience. R3’s extensive in-market expertise, impressive track record and outstanding client references made them the best choice for us, as we embark on the next phase of our global marketing communications efforts,” Myrna Poon, EDB’s executive director of marketing & communications added.

“EDB’s exceptional commitment to future planning and innovation is in line with R3’s philosophy and values. EDB has embraced and embedded best practice models faster than most MNCs we consult to, so we are excited about six more years of pushing the boundaries,” Goh said.