HPB has launched a tender looking to appoint an agency to handle media services for integrated marketing and communication campaigns. While the entire contract period is from 15 July 2014 to 31 March 2016, this comes in two parts. The first will be for a period of eight and half months from the date of appointment. There will then be an option of extension for another year.
According to the tender documents seen by Marketing, the total media spend for the period of eight and half months from 15 July 2014 to 31 March 2015 is estimated at SG$ 5,000,000 to SG$ 7,500,000.
The agency appointed will be tasked to handle media strategies, planning, buying and implementation services for integrated marketing and communication campaigns for HPB’s various health initiatives. However, a HPB spokesperson did not specify which health initiatives this was for.
These strategic media recommendations will include target audience analysis that incorporates consumer insights like the target audience’s lifestyle habits, media consumption patterns; and emerging trends and best practices in media. The agency will also be required to plan the media schedule and recommend appropriate communication channels across offline (including event sponsorship/partnerships), digital display and performance media (i.e. Search, GDN and Facebook etc).
The media agency will also need to work with HPB’s creative agency and liaise with the media owners on all amendments, adjustments and changes.
When asked if the current pitch is an extension of the media review launched in March last year, the spokesperson said he could not comment further. The previous tender document was also for the year 2014 until 2016. Marketing understands the pitch has not yet concluded.
The incumbent on the account is OMD. who was last appointed in late 2010 for the account, estimated to be worth SG$10 million.
The current tender closes on the 26 June 2014.