The National Environment Agency has appointed Starcom Mediavest Group, its media buying business.
According to the announcement on Gebizz, also vying for the account was IPG Mediabrands and Group M. The pitch was called in March this year and is for of an initial 10 months with the option to extend until March 2017. According to the brief previously seen by Marketing, the agency selected will be tasked with media buying and planning initiatives for its public education and communications campaigns.
SMG will also assist NEA in the strategic conceptualisation, planning, implementation and evaluation, negotiation, buying and placement of advertising space. It will support NEA’s publicity and communication needs for public education campaigns which includes the likes of Dengue Prevention Campaign; Food Waste Reduction Campaign; Keep Singapore Clean / Anti-Littering Campaign; and Clean & Green Singapore Campaign.
The brief also states that traditional media and digital/social media for each campaign currently takes up approximately 80-85% and 15-20% of total media spend respectively. NEA also indicated in the brief that the estimated tender values are approximately $2,700,000 and $4,300,000 (include retainer fee, media production costs and estimated media costs after media rebates) for the first year and second year respectively.
Meanwhile, NEA also recently appointed Carbon Interactive to handle its social media management. The appointment is for six months and the agency has already been working with NEA for the past year. Carbon Interactive works with NEA’s communications team to handle the full scope of social media duties ranging from content creation, strategy management, crisis communication, social media monitoring and engagement.