Singapore tourism’s marketing needs more vision, says TBWA\Singapore creative boss

STBTBWA\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.



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