Singapore EDB concludes global pitch

The EDB has appointed The Secret Little Agency (TSLA), TBWA and MEC as its creative, digital and media agencies respectively. The incumbents are JWT, XM and MEC.

The scope of work involves developing and implementing integrated marketing campaigns to position Singapore as an attractive business location globally, with a focus on the US as a key market.

The appointment is effective 1 September for 19 months, with an option to extend up to 24 months. TSLA submitted its tender in partnership with New York advertising agency StrawberryFrog.

“Their proposals demonstrated strong creative, digital and media insights; a keen understanding of our business objectives and a refreshing take on business destination branding,” Myrna Poon, director of marketing & communications at EDB, said. “Marketing Singapore as a home for business, innovation and talent is a challenging task and we look forward to the next phase of partnership with all three agencies.”

The pitch was called at the end of April. The EDB subsequently received a total of 21 submissions for the marketing communications category, five agencies for media, and six agencies for digital.

TBWA, Ogilvy & Mather, Leo Burnett and Singapore-based independent agency TSLA were then selected for the next round of pitching. The shortlisted media agencies, meanwhile, are incumbent MEC and OMD.

“At best, the pitch submission is a demonstration of an agency’s competencies, and not necessarily the best indicator of how the partnership will work out,” Goh Shu Fen, co-founder and principal of R3, said.

“We were glad EDB embraced a more open and interactive pitch process through chemistry meetings to better assesses talent and cultural fit, leading to a better outcome for all.”