After a competitive pitch managed by R3, involving incumbents JWT, XM and MEC, the Singapore Economic Development Board (EDB) has appointed The Secret Little Agency (TSLA), TBWA and MEC as their creative, digital and media agencies respectively.

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 2012 and the contract period is 19 months, with an option to extend up to 24 months.

The tender was launched in April 2012 and received a total of 21 submissions – 10 agencies/consortia for the marketing communications category, five agencies for media, and six agencies for digital, representing a good mix of both independent and networked agencies.  The agencies were assessed through a two rounds of short-listing. Agencies submitted their credentials, case studies and responded to a challenge in the first round. Shortlisted agencies were then involved in chemistry meetings in the second round, culminating in a final presentation where creative agencies responded to a second challenge brief that gave agencies a glimpse of the type of communication challenges faced by a nation brand.

“Following an intensive process, we are thrilled to have chosen TSLA, TBWA and MEC. Their proposals demonstrated strong creative, digital and media insights; a keen understanding of our business objectives and a refreshing take on business destination branding. 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”, said Myrna Poon, Director of Marketing & Communications, EDB.

Commenting on the pitch process, Goh Shu Fen, co-founder and principal of R3 said, “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. We were glad EDB embraced a more open and interactive pitch process through chemistry meetings to better assess talent and cultural fit, leading to a better outcome for all.”