Singapore tourism’s marketing needs more vision, says TBWA\Singapore creative boss
TBWA\Singapore begins work on the Singapore Tourism Board account this week as the agency’s chief creative officer suggested previous campaigns for the STB have lacked vision.
Edmund Choe, in a Q&A with Mumbrella Asia, said the agency was looking forward to the challenge, adding: “Personally, I have always felt they could do better.”
He said: “They have not been selling Singapore properly. They have been trying to say too much. They need to have more of a vision for what we say about Singapore, it needs to be more focused.”
Choe agreed that STB’s marketing has lacked cohesion in its core markets, as it seemingly pursued a number of strategies.
“Vision is very important. The team they had working together before seem to have had different ideas,” he said.
TBWA\Singapore won the STB account in December, taking over from J. Walter Thompson which had handled the business since 2013.
TBWA officially start working on the account on Friday.
Click here for full Q&A with Edmund Choe.
Nice way to start a new relationship…by slagging off what might well be your biggest account…way to go Chief.
Still… might have been ok if Choe was some sort of proven creative visionary like Lee Clow etc. But retracing his work through the Saatchi Singapore era yields the usual hashtags: #probono #proactive #scam.
ReplyHes obviously never heard of diplomacy and what it entails….very donald trump type observations…general, sweeping, nothing specific.
If this agency’s idea of vision is what they have been putting out for SIA, that would be like watching brand building in reverse.
Fell into the trap of claiming they WILL come up with something way better…now he better deliver.
Reply@Muppet
Maybe some straight talking is exactly what this client needs?
And since when did having an opinion become a bad thing? Would’ve been the easiest thing in the world for Edmund to parrot some soft press release points. Good on him for saying what he actually thinks.
ReplyMost ad people bandy terms like “vision” and “strategic”, but they have no clue what it actually means.
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