The Singapore Tourism Board (STB) has selected Ebiquity as its marketing agency consultancy partner after a competitive tender process. The two-year agreement aims to strengthen STB’s global agency management capabilities.
Ebiquity will collaborate with STB’s marketing team and regional offices to develop, refine, and optimize its agency partnerships in key markets. The consultancy will provide strategic advice on agency performance, governance, and operational frameworks to ensure agility and readiness amid rapid technological shifts and increased media investment scrutiny.
STB previously identified the need for an independent expert to improve its internal agency management as marketing ecosystems grow more complex. The partnership is intended to enhance decision-making and campaign effectiveness worldwide, addressing challenges such as AI tool integration and media transparency across borders.
Other contenders for the consultancy included David Michael Reid, PwC, R3 Asia Pacific, and RE:EVENTE.
With extensive global experience in media and marketing transformation, Ebiquity has supported both public and private sector clients in agency evaluations, pitch management, and performance benchmarking. STB’s choice underscores its move toward a data-driven, results-oriented approach to managing marketing partnerships while promoting Singapore’s international travel appeal.
Recently, STB conducted separate agency pitches for specific markets. One sought a PR agency for Hong Kong to provide public relations and digital marketing services over 24 months, with the option to renew for an additional 36 months. The agency will manage destination marketing campaigns, collaborate with creative and media partners, and enhance digital engagement via media, influencers, and key opinion leaders.
Shortly after, STB invited bids for an integrated marketing and communications agency to support its London office covering the UK and Europe. This agency will develop and execute omnichannel campaigns positioning Singapore as a top travel destination.