STB picks 3 production partners for brand building

STB picks 3 production partners for brand building

SINGAPORE - The Singapore Tourism Board (STB) has appointed creative, media, digital and digital production agencies as partners in STB's destination brand building efforts for two years with effect from May 1, 2013.

An open tender exercise was undertaken from November to December 2012, and saw a substantial number of submissions received from creative, media, digital and digital production agencies.

After several rounds of rigorous evaluation and scrutiny over all proposals, STB's appointed agencies include creative agency James Walter Thompson (JWT), digital and digital production agency XM Asia (XM), and media agency Mediaedge: cia (MEC).

"The appointed agencies are the ones which have provided the most compelling proposals, shown their strength as a team and best exhibited the required combined expertise that can support the full range of STB's brand building and marketing needs across our key markets," said Ms Sophia Ng, Assistant Chief Executive, Marketing Group of the Singapore Tourism Board.

Since 2011, STB has adopted a visitor-centric approach to marketing, developing strategies and campaigns geared towards addressing the evolving needs of consumers from Singapore's key tourism markets.

 STB said it looked for agencies which, in their respective fields, were collectively able to display their combined strengths in delivering solutions based on in-depth market knowledge and consumer understanding, have proven track records in building global brands, possess a strong network and presence in STB's key markets, and demonstrate commitment to develop a mutually beneficial long-term partnership with STB.

"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 honour for us to be given the noble task of showing the world what Singapore truly is," said Frank Bauer, Chief Executive Officer of JWT Singapore, one of the chosen agencies.

STB said that these agencies will be expected to work together in an integrated and synergistic fashion, alongside STB's Singapore and in-market public relations agencies.

A critical criterion was the presence of offices or affiliate/partner networks in STB's key markets - Indonesia, Malaysia, India, China, Hong Kong, Australia, Philippines, Thailand, Vietnam, Japan, Korea, UK and North America.

Other criteria included the agency's financial standing, servicing model, brand management and strategic leadership, the strength of the proposed team, and the proposed fees. The evaluation process included a review of all the agencies based on their network strength in supporting STB's global needs, servicing model, brand management and strategic leadership.

ljessica@sph.com.sg

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