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STB appoints global agency review consultant

The Singapore Tourism Board has appointed Roth Observatory International as its global agency review consultancy for a three year period commencing immediately. The contract comes with an option to extend for another two years.

Roth Observatory will be responsible for managing the relationships that STB has with its three principal global agencies, J Walter Thompson, MEC and XM Asia Pacific. This follows an open tender for STB’s account. The account is worth close to SG$2 million, according to the government tender site.

Its scope covers the areas of agency performance evaluation and performance-based remuneration, agency fee reconciliation and negotiation, agency third party and production cost auditing, as well as development areas such as agency pitch management, marketing process improvement and agency collaboration and motivation.

Roth Observatory has partnered with media specialist, Ebiquity, and production auditing specialist, Murphy Cobb Associates, to focus specifically on these critical areas for STB as well.

Roth Observatory’s managing partner for Asia Pacific, Richard Bleasdale, said: “Since we launched our Asia Pacific consultancy in 2010, we have been working steadily across the region with enlightened marketers who buy into our philosophy, that to get great work and optimum return on investment, you have to focus on the quality and rigour of the inputs and interactions between marketers and their agencies.We are happy to have our philosophy endorsed by STB.”

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