Zenith has been appointed by the Singapore Tourism Board (STB) as its new global media agency, concluding a review it called in October. 

The contract with incumbent agency MEC ends in March after eight years, with the new two-year deal starting from 1 April.

“We look forward to working closely with Zenith as an agile and bold agency partner to help us create new possibilities and thrive in today’s dynamic media environment,” said STB assistant chief executive Lynette Pang, a past judge of the M&M Global Awards.

“We are grateful to all agencies who had put in the time and effort to participate in this process, and appreciate all the thoughtful submissions we received,” added Pang.

“We also thank our incumbent agency MEC for their valuable contributions and dedicated partnership for the past eight years.”

Zenith Singapore managing director Helen Lee commented that the travel industry has been the most disrupted through technology.

“As the ROI agency, we reimagined ROI for Singapore Tourism Board through personalisation as travellers connect to an experience journey,” she said.

Reports emerged yesterday that MEC Singapore’s managing director Sharon Soh has stepped down from her role after 14 years with the agency and four years in the role.

MEC declined to comment on a replacement or developments.