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STB settles agency line up

After a thorough review, The Singapore Tourism Board has settled its line-up of agencies.

While XM Asia and MEC have retained the digital and media planning accounts respectively, the creative account has moved from BBH to JWT.

Its public relations account is yet to be settled.

For the creative account, Ogilvy & Mather, JWT, BBH and TBWA and for the media business, MEC and PHD were in the running.

On the digital side, Ogilvy, XM Asia, BBH and TBWA made the cut in shortlists.

The contract allows an an option to extend the contract for a further two years, subject to performance.

In an interview with Marketing, Sophia Ng, assistant chief executive of marketing at Singapore Tourism Board, said what will be different this year is that agencies will come together to form a roster of core agencies for the STB and will have to display their track record and experience in the pitch.

Frank Bauer, JWT Singapore CEO said the entire team is humbled and thrilled. “Singapore is a world-class country that embodies the best of Asia’s beauty and diversity. But more importantly, it’s where we call home. So it’s an honor for us to be given the noble task of showing the world what Singapore truly is.”

This is the first time STB has retained any digital or traditional agency for more than four years.

“It has been a four-year journey culminating in an intense pitch battle amongst the full roster of blue-chip agency brands. I can only sum it up with 2 words; “Heart” & “Soul”,” Paul Soon, XM-Asia, CEO, said.

In a statement, John Hadfield, CEO, BBH Asia Pacific said: “We’re very proud of the thinking, body of work and effectiveness story that we have produced together with STB, and maintain an excellent relationship with the individuals and the organisation as a whole. STB have moved to a new stage of their organisation’s development and we wish them the very best in this endeavour”.

The pitch was managed by R3.

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