STB concludes coveted global media pitch, moves account from MEC

While six agencies were initially pitching for Singapore Tourism Board’s global media planning and buying duties, the local tourism board has decided to move its account from MEC to Zenith.

The pitch was first called in October last year. The agencies initially pitching for the account included Carat Media Services Singapore, IPG Mediabrands (Singapore), GroupM Singapore Mediacom Singapore and incumbent MEC, OMD Singapore and Zenith.

Zenith is appointed for an initial period of two years, with an option to extend the contract annually for up to two additional years, subject to performance. Zenith will take on duties from 1 April 2017 on. The contract with MEC ends 31 March 2017. Last year, MEC Singapore was also appointed to manage the Singapore Tourism Board’s Singapore: Inside Out international programme that celebrates Singapore’s 50th year of independence in 2015.

"We look forward to working closely with Zenith as an agile and bold agency partner to help us create new possibilities and thrive in today’s dynamic media environment," said Lynette Pang, assistant chief executive, Singapore Tourism Board.

"We are grateful to all agencies who had put in the time and effort to participate in this process, and appreciate all the thoughtful submissions we received," added Pang. "We also thank our incumbent agency MEC for their valuable contributions and dedicated partnership for the past eight years."

Helen Lee, managing director for Zenith Singapore said, “The travel industry has been the most disrupted through technology. As the ROI agency, we reimagined ROI for Singapore Tourism Board through personalisation as travellers connect to an experience journey.”

Independent consultant, The Observatory International, was assisting STB on the pitch.

In April this year, the Singapore Tourism Board (STB) unveiled a “medium-term marketing strategy”. According to a statement from STB, this is to rally the industry in tackling the increasingly complex tourism landscape. Grounded in insights and research, the marketing strategy was developed through in-depth study, analysis and consultation with local and international experts and industry players across the fields of marketing and travel.