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STB appoints consultant ahead of pitch

The Singapore Tourism Board has appointed R3 as its agency review consultant, following an open tender.

Others in the review include the likes of audit giant Ernst & Young.

R3 has been tasked to assist in STB’s creative, media and digital agency selection tender, 360 client-agency performance evaluation, agency fee management and benchmarking.

It was reported in June that STB is set to launch a review of its creative, media and digital agency in Singapore, however, no official call was made then.

With R3 on board, the review process has officially kicked off. The incumbents on the account are BBH, MEC and XM Asia as creative, media and digital agencies respectively.

Goh Shufen (pictured), said R3’s principal consultant, confirmed the development to Marketing.

“We realise we have far less people than any of the Big Four, but we focus on working more closely with our clients, to deliver independent insights on marketing best practice,” she said.

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