Singapore Tourism Board kicks off global media agency search

Leave as a couple, return as one, Singapore Tourism BoardSingapore Tourism Board has launched a search for a new media agency.

The contract of long-running incumbent agency MEC expires in March next year, and the industry’s major players are expected to contest the pitch.

One intended outcome of the view, aside from negotiating media rates, is to ensure that STB’s media placements are “innovative, agile and impactful”, according to a statement from the marketing team’s asssistant CEO, Lynette Pang.

The review comes at an interesting time for STB, which is in the process of defining a new brand for the country.

At the All That Matters conference in Singapore recently, Pang commented: “There’s tremendous change going on within my organisation. And one of the hard questions we’ve had to ask ourselves is, are we telling the Singapore story right?”

The Observatory, which was appointed in 2014 to handle STB’s reviews, will be running the process.


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