• by Steve McClellan  @mp_mcclellan, August 28, 2012

The Singapore Economic Development Board has selected WPP’s MEC as its media agency for a new $10 million campaign designed to attract foreign businesses to the Asian island nation.  

The award came after a formal review that also assessed creative and digital duties. Independent shop The Secret Little Agency won the creative assignment, while Omnicom’s TBWA won digital chores. The appointments are effective Sept. 1, and the contract period is 19 months, with an option to extend up to 24 months, per the client.
 
WPP’s JWT and XM were the creative and digital agency incumbents, respectively. MEC was the media agency incumbent.
 
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 U.S. as a key market.
 
“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,” stated Myrna Poon, director of marketing and communications at the Singapore Economic Development Board.
 
The review was launched in April and a total of 21 shops competed. The agencies were assessed through a two-round process. Agencies submitted their credentials, case studies and completed a test assignment in the first round. Shortlisted agencies participated in so-called “chemistry meetings” with the client and completed a second assignment during the second round.
 
For MEC, it was the second win disclosed this week. Earlier, it was awarded global media planning and buying duties for UK-based retailer Mulberry.
 
The search process was managed by R3.

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