TBWA Asia president distances agency from top creative’s view on Singapore Tourism marketing
Philip Brett: We regret the comments made by Edmund Choe
TBWA Group Asia president Philip Brett has distanced the agency from observations made by its regional chief creative officer Edmund Choe that some of Singapore Tourism Board’s previous marketing has lacked vision.
Choe has also issued a statement saying he is “deeply regretful” for sharing what were “personal views” of STB’s marketing.
He said it was not his intention to “impugn Singapore Tourism Board’s efforts or the efforts of their previous agencies”.
Speaking to Mumbrella Asia in a Q&A this week ahead of starting work on the tourism account tomorrow, Choe suggested STB’s marketing needs to be more focused.
But the remarks clearly riled the STB on the eve of its working relationship with the agency.
It prompted a response from Brett who, in a move to smooth relations with its new client, stressed the views of its creative boss “do not represent the views of TBWA in any way”.
He praised the STB for “elevating Singapore’s reputation and image globally” and stressed TBWA was “completely committed” to the challenge set down by Singapore tourism of “breaking category conventions”.
Brett’s statement in full issued to Mumbrella Asia reads:
We have read the articles published online yesterday titled: ‘Q&A with TBWA\Singapore CCO’ and Singapore tourism needs more vision’, which provide a perspective on Singapore Tourism Board’s vision in relation to previous marketing communications.
We regret the comments made by Edmund Choe regarding the Singapore Tourism Board. They were provided in a personal capacity and do not represent the views of TBWA\ in any way.
Singapore Tourism Board has an extensive portfolio of successful initiatives that have been instrumental in elevating Singapore’s reputation and image globally.
The agency officially begins working on the Singapore Tourism Board account on April 1, 2016, and we are very proud to have Singapore Tourism Board as a client. They have challenged us to deliver a communication strategy that is aimed at breaking the category conventions. We look forward to working on this challenge with them to position Singapore as a compelling destination.
As a global network, we are completely committed to our partnership with Singapore Tourism Board and developing communication that continues to amplify and shape the norms of destination marketing.
Choe: no intention to impugn STB efforts
Choe, in his statement, said his intention was to “reiterate how proud” TBWA was to work with STB.
Choe’s statement in full:
Singapore Tourism Board (STB) has played an instrumental role in boosting Singapore’s reputation and image on the global stage.
I am deeply regretful for publicly sharing my personal views on Singapore Tourism Board’s previous work, which resulted in my own perspective being published online (March 30, 2016)
It was not my intention to impugn Singapore Tourism Board’s efforts or the efforts of their previous agencies, but rather reiterate how proud we are to be given the opportunity to partner with Singapore Tourism Board to create new possibilities for their destination brand.
Steve Jones is regular contributor to Mumbrella in Australia and Asia having held the title of chief reporter for several years. He is a journalist with more than 30 years experience and has worked for a number of consumer and trade titles in the UK and Australia
Steady Eddy is a good guy, always has been. Mumbrella has unnecessarily stirred up a bees nest..
ReplyEdmund is a highly awarded figurehead in a very small, convoluted industry.. Hard to see him dragged down by Mumbrella’s self serving agenda.
ReplyI guess having the balls to speak one’s mind is deemed err…too disruptive.
ReplySTB notoriously is a very difficult client to work with. They have marketing and brand people that are rigid and hyper-demanding, and any agency that works with them gets dumbed down in trying to please these taskmasters.
Case in point:
– Ridiculous change requests
– Penchant for NOT sticking with timelines for client-response.
– Delayed approvals, yet constantly want to rush production delivery.
If they weren’t a sizable account, they would have been given a middle fingers by networks ages ago. There’s a reason why JWT declined to partake the recent RFP.
Utter bs client.
ReplyWhat a load of tosh! If STB’s previous work was any good surely they wouldnt have needed to hire TBWA in the first place! And shame on Mr Brett for not supporting Edmund
ReplySort of like the SPH guy who commented on lky’s daughters Facebook posting and then had to suddenly retract his statements. Says a lot about what people “personally” feel versus what they have to “officially” state when slapped on the wrist. Eddie was being honest, it’s a pity the STB folks aren’t man enough to accept constructive criticism. Defensive much? Yes let’s all start off by being ass kissing Yes Men shall we? Good luck to the revival of the tourism campaigns coming out of singapore. On the bright side it won’t be worse than the crap JWT came out with. And yes dear STB marketeer we are all talking about YOU. Word on the street is tbwa is desperately trying to get enough suits to work on the account and no one (good) wants to touch it. No surprises there!
ReplyThink this response from Brett goes to show what a load of hot air the TBWA Disruption line is. “We need to flip conventions, take risks, but don’t dare upset the client ok?”
It was brave and honest of Edmund to say what he thought of the previous work and how he thought it could benefit from change (disruption no?). It was cowardly of the TBWA boss to carpet Edmund for saying so.
ReplyYou cant unspeak what was said. Will be interesting to see what the fallout is.
STB is notorious for using any agency they like on “projects’…I cant imagine the mood in the first meeting is going to be one of backslapping and genuine camarderie…Choes made sure of that.
ReplySadly Ed doesn’t often speak to the press too much, if at all. This is probably the reason. He’ll weather this I’m sure.
ReplyThere are two sides to this. Firstly, as CCO, Edmund should have better prepared to answer questions especially about his new client. Actually shows how inexperienced he is in dealing with press.
Second, Mr. Brett should have not even responded and simply had lunch with his newfound client to iron things out. For him to not defend his own people, especially the CCO he placed there, makes him look like an arse.
ReplyWhy can no one have an honest dialogue these days without being vilified? / Singapore is a great brand. STB aren’t a great marketing unit. Never really have been. Tactically they do some stuff but big picture they usually let the country//brand down. Ed would want to help get it to a brand position it deserves to be at.
ReplyWhy can’t people understand that when you are a CCO you are functioning as the ambassador of the agency…there is no such thing as personal view….unless it is on a personal matter. There is also no excuse that you have no experience dealing with interviews….ask the Head of Comms for talking points then.
This guy criticised an important client in public and in the most direct way possible. He made them out to be fools with no vision and focus…which is not just out of line but UNTRUE…because STB used to do some very good work when they were with Batey.
If I was the client, this guy would not be allowed to work on my business. Period.
Reply@Higgins You never hear Hegarty slag off their current clients, or Clow, or Droga. It’s just an amateurish move on Choe’s part. Of course you can always say what’s on your mind about a brand that isn’t on your roster. But to do as a new relationship begins is just plain stupid.
ReplyExperience that is a fair point.
ReplyHave your say