STB appoints Creative, Media and Digital Agencies

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.

The 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 landscape.

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.

The contract 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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