Singapore Tourism Board appoints TBWA as global ad agency after four-month review

Singapore Tourism Board has concluded one of the biggest advertising pitches of the year in the citystate.

Singapore Tourism Board

The government body has appointed TBWA, which handles the Singapore Airlines and Airbnb accounts, as global agency of record for creative, digital and production services after a four-month review.

TBWA\Singapore takes on the account from J. Walter Thompson, which has handled the business since 2013.

TBWA saw off competition from a shortlist that included Omnicom sibling DDB, and WPP agencies Ogilvy & Mather and Comwerks, in a process managed by Roth Observatory.

The appointment is effective from 1 April 2016.

TBWA’s proposal was the priciest of the four contenders, with its work valued at $8.6 million for the two-year contract period.

The agency faces a tough task to define the diminutive 50 year-old citystate’s brand at a time of declining visitor numbers.

Lynette Pang, STB’s assistant CEO, said in a statement that she was “confident” that the organisation had found the right partner to “challenge the norms of destination marketing.”

The announcement from STB:

Singapore, 15 December 2015 – The Singapore Tourism Board (STB) has appointed TBWA\Singapore as STB’s 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.

Throughout this process, 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.”


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