STB names TBWA\Singapore as global agency

The appointment is for two years with effect from 1 April, with an option to extend the contract annually for a maximum of three years.

In a statement, Lynette Pang, STB’s assistant chief executive, said the board was confident it has found a partner that can “challenge the norms of destination marketing and help create new possibilities.”

“We look forward to working closely with TBWA\Singapore as an agile and synergistic team,” she added.

In a prior interview with Campaign Asia-Pacific, Pang conceded that it was not an easy pitch. “I don’t think it is easy. Marketing a country is different to marketing a chocolate brand, an ice cream or a car."

The only way the STB can make a "quantum leap" is to have partners who can challenge its paradigm, she added.

“To be bold, sometimes you need to take a stand and maybe spar with your client a bit more. So we are really looking for someone to challenge us,” she added.

In her statement, Pang thanked all the agencies involved for putting in the time and effort to participate in the pitch.

“We are grateful for the hard work, great energy, and thoughtful submissions,” she said. “We also thank our incumbent agencies, JWT and Mirum, for their contributions so far.”

Following the Request for Proposal in August, STB received a total of nine submissions. With advice from Roth Observatory International, the first round of evaluation assessed the submissions based on criteria such as track records, strength of global networks, and proposed servicing models.

Shortlisted agencies, which included Comwerks, DDB and Ogilvy & Mather, were given a pitch challenge to showcase their strategy development, creativity and team capabilities.

Throughout this process, STB said, the TBWA\Singapore team stood out for its “deep understanding of the tourism business, clear thinking, innovative and impactful ideas, and proposed action plans that were well integrated across different channels and platforms.”