The global review of Singapore Tourism Board (STB), which took place over a period of four months, has culminated and the decision is taken in favour of Y&R and Starcom Mediavest Group. Consequently, in India the creative side of the business moves to Rediffusion DY&R, Starcom bags the media duties. The incumbents on the business in India were rmg David and Maxus.
The account size of the business cannot be ascertained yet as details, such as spends in different markets, and are still in the process of being worked out from the Singapore office. With this development, both agencies would be responsible for both STB's Consumer and MICE business.
Confirming the development, Rediffusion DY&R's (Head, Western Region), Deb Sen, who was present for the international presentation, said, "The account will be supervised from Singapore but STB has identified India and China as key markets. There is India specific work that is expected and hence I see quite a lot happening from here." The other agencies in the fray for the international business were the incumbent Batey and Bates.
In the case of media, the other agencies apart from the incumbent Maxus, were Carat, OMD and Universal McCann. Even as the account will be supervised from the Singapore office, each key office across the SMG network will handle local planning and implementation, working alongside the in-market STB representatives. Global strategy will be set by the SMG Regional Clients Group based out of SMG's Asia Headquarters in Singapore.
A company release quoting Jeffrey Seah, MD, SMG's Regional Clients Group (SMG RCG) for APAC said, "We are delighted to be appointed as STB's AOR. This is a landmark win for SMG RCG - our multi-market communications setup, and for SMG Asia's operation. This is the largest global account to be managed out of Singapore, so we have the enviable task of taking all of our expertise from our other markets, combined with our local knowledge and giving it a distinctly Singaporean flavour."