Singapore Tourism Board hires agency relationship consultant Roth Observatory

Singapore Tourism Board has appointed agency-client relationship consultant Roth Observatory to help it manage its relations with creative agency JWT, media agency MEC and digital agency XM Asia Pacific.

The announcement:

SINGAPORE / LONDON / NEW YORK (11th June, 2014) Roth Observatory International (Roth Observatory) has been appointed as the Global Agency Review Consultancy for the Singapore Tourism Board (STB) for a three year period commencing immediately, with an option to extend for another two years.

In this role, Roth Observatory will be responsible for managing the relationships that STB has with its three principal global agencies, J Walter Thompson, MEC and XM Asia Pacific.

Roth Observatory’s scope covers the key areas of agency performance evaluation and performance-based remuneration, agency fee reconciliation and negotiation, agency 3rd party & production cost auditing, as well as development areas such as, agency pitch management, marketing process improvement and agency collaboration and motivation.

To ensure STB is delivered global best practice across its agency review requirements, Roth Observatory has partnered with media specialist, Ebiquity, and production auditing specialist, Murphy Cobb Associates, to focus specifically on these critical areas.

Roth Observatory’s Managing Partner for Asia Pacific, Richard Bleasdale, commented: “We are delighted and honoured to have been selected by the Singapore Tourism Board, as the preferred specialist partner to move forward with over the next 3 years”.

“Since we launched our Asia Pacific consultancy in 2010, we have been working steadily across the region with enlightened marketers who buy into our philosophy, that to get great work and optimum return on investment, you have to focus on the quality and rigour of the inputs and interactions between marketers and their agencies”.

“We are happy to have our philosophy endorsed by STB. “

Source: press release


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