SINGAPORE, February 27, 2013
- The Singapore Tourism Board has appointed XM Asia to conceptualise and implement an integrated marketing communications plan to promote the importance of service in Singapore.
XM Asia, best known for its digital work, won the business against six other competing agencies, which illustrates XM’s growing capabilities across the full range of communication channels. The scope of the project covers all media, including print, radio, digital, mobile and activation.
“We’re thrilled that STB selected XM for such an important initiative. This really demonstrates that our capability extends well beyond our core digital specialty into real life application, and the kind of strategic thinking we provide resonates across all channels to achieve our client’s business objectives,” said Paul Soon, CEO of XM Asia Pacific.
The initiative is part of the Go The Extra Mile for Service (GEMS) movement, a multi-government agency initiative led by the Singapore Tourism Board, SPRING Singapore, the Singapore Workforce Development Agency, the Institute of Service Excellence at the Singapore Management University, and the National Trades Union Congress.
GEMS was set up to foster a service-oriented culture in Singapore, in order to improve the competitiveness and capabilities of local enterprises. The STB’s remit is to promote, publicise and recognise service excellence in Singapore, while the other agencies focus on a range of issues, from training to recruitment. XM Asia will work with the STB to develop creative avenues, and messages, to promote the importance of service to its core target market, which includes business decision makers, service staff and consumers.
“XM Asia’s proposal is refreshing and addresses our need to drive a strong service culture in Singapore. Their proposed concept also complements other aspects of our overall strategy to bring service excellence up to the next level. We look forward to a fruitful partnership with XM Asia on this project,” said John Conceicao, Executive Director, Capability & Innovation and Visitor Information & Feedback, Singapore Tourism Board.
“We have a strong and cohesive team who collectively believe in the principle that great service provides great value in return. We are excited about the tremendous opportunity that we’ve been given to work with STB and create meaningful work that is not only memorable but also able to effect positive change in behaviour and outcomes,” said Pei Pei Ng, Creative Director, XM Asia Pacific.
Born in 1995, XM Asia (www.xm-asia.com) is one of Asia’s first and largest digital agencies. XM has created effective, innovative and award-winning strategies for companies across Southeast Asia for over 16 years, and continues to serve as a pioneer in the digital marketing space.
The agency’s mantra is to deliver optimised digital experiences and strategies that enable their clients to build deeper consumer conversations with maximum ROI.
To accomplish this, XM delivers a full range of proven digital marketing and technology consulting services. These range from business intelligence to platform development, consumer insights to user experience, rich internet application development to social media management, as well as data analytics and channel optimisation.
XM clients across the region include Ford, MasterCard, HP, Economic Development Board of Singapore and the Singapore Tourism Board. XM Asia is Adobe’s first and only business partner in Asia. XM Asia is a JWT company, and part of the WPP group.
About JWT APAC
JWT opened their first offices in Asia Pacific in 1929. JWT APAC, headquartered in Singapore, has more than 3,000 employees spread across 18 countries.Not only are we recognized as one of the largest and most experienced agencies in APAC, but also one of the most creative. In 2011, we captured Mainland China’s first Cannes Grand Prix Lion and first Grand LIA at the London International Awards. Our long history of firsts continues with Lo Sheung Yan, China Chairman and Northeast Asia ECD, being appointed as Cannes Lions first ever Jury President from China. In addition to working with JWT’s prestigious multinational clients, JWT APAC works with some of Asia’s largest brands including Haier, Indosat, Bharti Airtel and Korea Ginseng & Tobacco.
JWT is the world’s best-known marketing communications brand. Headquartered in New York, JWT is a true global network with more than 200 offices in over 90 countries employing nearly 10,000 marketing professionals.JWT consistently ranks among the top agency networks in the world and continues its dominant presence in the industry by staying on the leading edge—from producing the first-ever TV commercial in 1939 to developing award-winning branded content for brands such as Smirnoff, Macy’s, Ford and HSBC
.JWT’s pioneering spirit enables the agency to forge deep relationships with clients including Bayer, Bloomberg, Cadbury, Diageo, DTC, Ford, HSBC, Johnson & Johnson, Kellogg’s, Kimberly-Clark, Kraft, Nestlé, Nokia, Rolex, Royal Caribbean, Schick, Shell, Unilever, Vodafone and many others. JWT’s parent company is WPP (NASDAQ: WPPGY).
Asia Pacific Director of Corporate Communications