The Singapore Tourism Board (STB) has successfully
closed the first phase of its two-stage tender to appoint their global
creative, media and digital agencies for its integrated marketing and
Tenderers in the first phase were required to
submit their credentials including their past work, experiences
and track record as well as demonstrate their strategic thinking
and their understanding of the tourism landscape.
Of the total 38 submissions received, 13
agencies pitched for the creative category, 10 for media and 15
STB has shortlisted three agencies in each of
the three categories to proceed to the second stage of the tender
process. In no order of ranking, the shortlisted agencies are as
Bartle Bogle Hegarty
• Ogilvy & Mather
• Publicis Modem
• XM Asia
“Branding and marketing has always been one of
STB’s key thrusts in profiling Singapore as an exciting
destination that offers visitors endless enriching experiences.
Our incumbent agencies, Y&R and Starcom, have helped to strengthen
Singapore’s position as a vibrant, exciting and compelling
destination. STB is impressed with the high quality of proposals
received. The second phase will be a vital stage for all parties
and we look forward to a strong partnership with the awarded
agencies to further entrench Singapore as a must visit
destination,” said Mr Chang Chee Pey, Director of Brand
Management, Singapore Tourism Board.
For the second phase of the tendering process,
the shortlisted agencies will be evaluated further on strategic
thinking and analysis, creativity and innovation, account
servicing capabilities and competitive costing.
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