EDB seeks agency consultant ahead of calling for global media pitch

The Singapore Economic Development Board (EDB) is on the hunt for an agency review consultant. In a Gebiz tender document seen by Marketing, the consultant will have to assist EDB in?the development, execution and evaluation of its global media agency tender. Currently, EDB's global media agency is Zenith.

The consultant will be appointed?on 2 January 2020, and the contract is for a period of?one year with the option to extend for another three years. According to the tender,?EDB aims to carry out its global media agency tender with the assistance from the appointed consultant.

As such, the consultant will be required to propose an agency model that meets EDB?s needs, develop and implement an agency performance management framework. The framework should encourage shared accountability of campaign results, business objectives and agency-client working relationship, to motivate agencies to deliver higher quality work and results. In addition, the consultants will have to prepare tender specification documents and evaluation forms, as well as manage communications between EDB and interested parties.

The appointed party is also expected to?carry out briefings, assist in clarifications, and facilitate the on-boarding of the appointed media agency. The tender and on-boarding process is also required to be completed by April 2020.

If the consultant is renewed by EDB for another three years, the tasks will include administering agency performance evaluation biannually (every six months) and provide recommendations on improving agency performance. The consultant will also have to assist EDB in its resourcing exercise to determine retainer fees (based on tender submission rates) remain competitive and reflect EDB?s evolving needs.

Previously, EDB worked with global marketing consultancy R3 Worldwide to manage a tender process.

Last year, EDB rolled out?a new global campaign to promote Singapore as a preferred location to start and grow a business.?Told through what EDB claims to be ?the impossible stories of Singapore?, this was its first campaign based on the new SG nation brand that was?launched in 2017?? alongside the Passion made Possible campaign by STB. Global media planning and buying was handled by Zenith Optimedia Singapore, while the campaign was conceptualised by The Secret Little Agency (TSLA) under the creative directorship of Hanyi Lee and Nicholas Ye. This was also aided with insights and market intelligence provided by TSLA?s global creative network partner, Mother, in London, Shanghai and New York.