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XM Asia retains digital duties for STB

24 April, 2013


SINGAPORE — XM Asia Pacific, which has served as digital agency of record for the Singapore Tourism Board since 2009, retained the business after a highly-competitive pitch.
The win underscores the strength of XM’s innovative offering and the depth of its relationship with this key client, which is one of Singapore’s largest advertisers.

"It has been a four-year journey culminating in an intense pitch battle amongst the full roster of blue-chip agency brands. I can only sum it up with two words; "Heart" & "Soul". Those were the key differentiating factors for us,” said Paul Soon, XM-Asia, CEO. “Our suits, planners and creatives were able to meld their smarts with teamwork and passion, to work tirelessly in developing a digital strategy that was insightful, inspiring and fresh. The fighting spirit was bordering on the apocalyptic and I am very proud of them for being able to achieve this epic result in XM's history. We have learnt that where there is unity, there is always victory."

Over the last four years, XM Asia revamped the STB’s portal to the new YourSingapore portal, and created additional local language versions of the site to target travellers from Vietnam, Korea, Japan, Indonesia and China. XM Asia also developed the user experience, content strategy and creative application of the brand in the digital space, and expanded STB’s digital brand presence from its website to a variety of assets, including Facebook, Youtube, LinkedIn and Flickr channels, to improve its ability to engage travellers online and on social media. XM Asia also worked on integrated campaigns for the STB’s key markets, including Australia, China, India, Indonesia and Malaysia.

In February 2013, the STB also awarded XM Asia its GEMS UP project, which is an initiative to improve the quality of service in Singapore. XM, which is best known for its digital work, is tasked with creating integrated campaigns, including print, radio, digital, mobile and activation, for this project.

“I’m thrilled the STB has given us yet another vote of confidence. They are one of our most valued clients, and our entire team is looking forward to the next phase of our journey together,” said Soon.

About XM Asia Pacific
Driven by the underlying desire and passion to make a positive difference, XM Asia Pacific has been consistently delivering effective, innovative and award-winning strategies that seamlessly evolve with the ever-changing business landscape since 1995.

As one of Asia’s first and largest digital agencies, XM Asia Pacific offers a full range of proven digital marketing, technology consulting and experience design services across its network of offices in Southeast Asia for a wide-spanning portfolio of clients such as the Singapore Tourism Board, Maxis, Unilever, Nestlé, MasterCard, Malaysia Airlines, Ford and XL Axiata.

By combining consumer insights, customer intelligence with creative ideation to formulate impactful solutions, XM Asia Pacific creates change that matters not only to clients’ businesses but also to the agency itself. Make change matter. Visit to find out how.

XM Asia is a JWT company, and part of the WPP group.

Cris Prystay
Asia Pacific Director of Corporate Communications
+65 6880-5134

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