Zenith wins Singapore Tourism's global media from MEC

Eight-year incumbent is displaced in its bid for a new two-year retainer.

Zenith wins Singapore Tourism's global media from MEC

Following a six-way contest for Singapore Tourism Board’s global media account, Zenith has emerged the victor.

The agency takes the account from MEC, which has serviced STB for the past eight years.

The board put out its request for proposal in October, ahead of the end of MEC’s contract in March this year. 

Zenith has secured a two-year retainer beginning 1 April, with the option to extend for another two years based on performance.

Helen Lee, managing director of Zenith Singapore, said: "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."

Six agencies, including Zenith and MEC, competed for the coveted account. The others were Carat Singapore, IPG Mediabrands Singapore, Mediacom Singapore and OMD Singapore.

Lynette Pang, STB’s assistant chief executive, 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."

"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."

A version of this article first appeared on Campaign Asia-Pacific.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More