Singapore Tourism Board picks TBWA\Singapore as global agency partner following 9-way pitch

TBWA\Singapore has picked up the Singapore Tourism Board (STB) with their announcement as global agency partner for integrated creative, digital and production services. The appointment is for two years with effect from 1 April 2016, with an option to extend the contract annually for a maximum of three years.

Following the Request for Proposal in August 2015, STB received a total of nine submissions. With advice from Roth Observatory International, the first round of evaluation assessed the submissions based on criteria such as track records, strength of global networks, and proposed servicing models. Following this, shortlisted agencies were given a pitch challenge to showcase their strategy development, creativity, and team capabilities.

In a statement from STB the TBWA\Singapore team stood out for their deep understanding of the tourism business, clear thinking, innovative and impactful ideas, and proposed action plans that were well integrated across different channels and platforms.

“We look forward to working closely with TBWA\Singapore as an agile and synergistic team. Based on our extensive interactions in the past four months, we are confident we have found a partner that can challenge the norms of destination marketing and help us create new possibilities,” said Ms Lynette Pang, Assistant Chief Executive, Singapore Tourism Board.

“We would like to thank all agencies that have put in the time and effort to participate in our pitch, and are grateful for the hard work, great energy, and thoughtful submissions,” added Ms Pang. “We also thank our incumbent agencies, JWT and Mirum, for their contributions so far.”