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
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 (www.gebiz.gov.sg).
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
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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