The Singapore Tourism Board has appointed Bartle Bogle
Hegarty (BBH), Mediaedge:cia and XM Asia as its creative, media and
digital agencies respectively.
The STB chose the winning agencies after a rigorous two-stage
evaluation process. Of the total 38 submissions received, 13 agencies
pitched for the creative category, 10 agencies for media, and 15 for
digital. The review and appointment of all three categories of agencies
concurrently allowed the STB to select the best-in-class agency
talent in each category (creative, media and digital) best suited to the STB’s needs while providing the opportunity to choose a servicing
structure that would provide the greatest synergy of efforts.
purpose of the two-stage RFP process was to ensure a fair, transparent
and rigorous evaluation without making the pitch process too onerous
for the agencies involved.
In the first phase, the STB assessed
agencies on their past work, track records, price schedules and
proposed servicing models, as well as their understanding of the tourism
The second phase involved an evaluation of short listed
agencies’ proposals based on criterion such as strategic thinking,
creativity, innovation, cost competitiveness and business fit with the
STB. Contracts with incumbent creative agency Y&R and media agency Starcom ended in April 2009.
for all three agencies has been awarded from 1 May 2009 to 31 March
2011, with an option for renewal for two years.
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