STB taps Ebiquity to power up global agency strategy

The Singapore Tourism Board (STB) has appointed Ebiquity as its marketing agency consultancy partner, following a competitive tender as the organisation looks to deepen its global agency management capabilities.

The two-year contract will see Ebiquity work closely with STB’s marketing group and regional offices to establish, refine, and optimise its network of agency partnerships across key markets.

The consultancy is expected to provide strategic guidance on agency performance, governance, and operational frameworks. It also tasked to ensure STB remains agile in its marketing collaborations and future-fit in a landscape shaped by rapid technological change and mounting scrutiny over media investment.

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STB had earlier outlined the need for an independent industry expert to bolster its internal agency management processes. With marketing ecosystems becoming increasingly complex, from navigating AI tools to managing cross-border media transparency, the partnership is aimed at helping STB enhance its decision-making and campaign effectiveness at a global scale.

Other bidders for the consultancy contract included David Michael Reid, PwC, R3 Asia Pacific, and RE:EVENTE.

Ebiquity brings to the table global experience in media and marketing transformation, having worked with major public and private sector organisations on agency assessments, pitch management, and performance benchmarking. Its appointment signals STB’s intent to take a more data-driven and outcomes-focused approach in managing its marketing partnerships, as the tourism board continues to drive international travel demand and brand visibility for Singapore.

In recent times, the statuary board has called for two pitches, first calling for a PR pitch for the Hong Kong marketwhere the appointed agency shall provide public relations and digital/social marketing services in Hong Kong for a period of 24 months, with an option to renew for a further 36 months.

The appointed agency will also be responsible for executing destination marketing campaigns through PR, activations, and collaborations with STB’s creative, media, and travel partners. In addition, it will drive digital engagement by working with media, influencers, and KOLs to strengthen Singapore’s presence across social platforms. The chosen agency must also support both leisure and BTMICE marketing efforts while safeguarding STB’s corporate reputation.

Not long after, STB went on the hunt for an integrated marketing and communications agency to raise Singapore's profile across the UK and Europe. 

The winning agency will support STB’s London office, which oversees Northern and Southwestern Europe, with the UK as the key market. Responsibilities include strategy, creative development, and execution of omnichannel campaigns that position Singapore as a must-visit destination.

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