Zenith signed on as global media agency for Singapore Tourism Board

The Singapore Tourism Board (STB) has appointed Zenith as its new global media agency following an open Request for Proposal (RFP) for a global media planning and buying agency in October. Zenith Singapore has won the media duties in the US, the UK, India, China, Singapore and Australia. 

The incumbent media agency MEC’s contract will be ending in March 2017. The two-year contract will commence on April 1, 2017 and may be renewed on an annual basis for an additional period of up to two years, subject to performance. The business will be led centrally from Singapore. 

Helen Lee, Managing Director, Zenith Singapore, said, “There will be budgets for India, which will be managed via the Mumbai office. India is one of the key markets for Singapore Tourism Board. However, budgets have not been finalised and we are unable to confirm the size of the business for the India office. We will probably by the end of March.” 

Lee added, “The travel industry has been the most disrupted through technology. As the ROI agency, we reimagined ROI for Singapore Tourism Board through personalisation as travellers connect to an experience journey.” 

On assigning the business to Zenith, Lynette Pang, Assistant Chief Executive, Singapore Tourism Board, said, “We look forward to working closely with Zenith as an agile and bold agency partner to help us create new possibilities and thrive in today’s dynamic media environment.” 

She further said, “We are grateful to all agencies who had put in the time and effort to participate in this process, and appreciate all the thoughtful submissions we received. We also thank our incumbent agency MEC for their valuable contributions and dedicated partnership for the past eight years.” 

Independent consultant The Observatory International assisted STB on the pitch.