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Singapore Tourism Board launches Tender to Appoint Creative, Media and Digital Agencies

Search ASIA Travel Tips .com Latest Travel News Send to Friend Tuesday, 16 December 2008

The Singapore Tourism Board (STB) has launched a tender for its integrated marketing and communication needs. The tender will cover the appointment of the Board’s global creative, media and digital agencies for a period of two years, with an option to renew for another two years.

The tender requires interested creative, media and digital agencies to propose integrated creative, media and digital solutions to STB for its key markets across all communications channels.

Mr Ken Low, STB’s Assistant Chief Executive of Brand and Communications, said, “The review of the three different types of agencies concurrently will enable us to consider the best-in-class options for creative, media and digital solutions, while exploring potential partnership models that best serve the Board’s needs. A tender approach ensures a fair and transparent process and all interested tenderers who meet the minimum requirements will have an equal opportunity to demonstrate their capabilities. Amidst a challenging and competitive economic, media and communications landscape, a strong partnership with the awarded agencies will be crucial to deliver a powerful destination image that will enhance Singapore’s position as a compelling, exciting and must-visit destination.”

The tender will be conducted in two phases. The first phase calls for agencies to submit agency credentials including their past work, references and track record. Agencies will need to demonstrate their strategic thinking, as well as their understanding of the tourism landscape. 

Shortlisted agencies will proceed to the second phase, where they will be evaluated further on thinking and analysis, creative and innovation, account servicing capabilities and competitive costing. The final evaluation and selection committee will consist of a panel of senior STB executives.

The first phase of the tender will close on 23 January 2009. Shortlisted agencies in the second phase will be evaluated thereafter, and STB is looking to make a decision by March 2009. Interested agencies can find out more about the tender at Gebiz (

Contracts with incumbent creative agency Young & Rubicam (Y&R), and media agency Starcom Media Worldwide, were awarded on 1 April 2005 under a two-plus-two-year term and will expire on 31 March 2009. STB’s current web vendor is Singapore Computer Systems. Recognising the growing importance of digital media and the increased opportunities in digital technology, STB is also seeking to appoint a digital agency as part of the tender.

STB has also engaged R3, a marketing management consultancy, to assist in the agency review and selection. R3 will manage the entire tender process, ensuring that tender respondents meet STB’s requirements while providing sustainable value and accountability. R3 will also provide relevant insights that will assist with the overall exercise.

Goh Shu Fen, co-founder and principal of R3, said, “This is a much anticipated review in the industry as the STB account provides agencies a global platform for their work. Ensuring we make this process meaningful and fair for all parties, and complying to tender guidelines without being unnecessarily onerous, would be our guiding principle for the process. With current economic sentiment, it is not surprising that more organisations are aggressively seeking value for money solutions and tangible accountability from their agency relationships. R3 has been a strong advocate of performance based remuneration being key to creating sustainable ROI for both clients and agencies. We believe our track record of successes in engineering such models will help STB get to a model that meets their needs.”

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