The Civil Aviation Authority of Singapore (CAAS) has appointed One9ninety as its social media agency. This comes after CAAS called for a pitch early June, which saw 38 competing agencies vying for the account. These agencies include the likes of ADK Connect Singapore, AKA Asia, Germs Digital, Digitas Singapore, OMD Singapore, Mindshare Singapore, Ruder Finn Asia, TBWA\ Singapore, Type A and many others. The incumbent of the account was Hashtag Interactive, which was re-appointed in 2018 for two years.
In a statement to Marketing, Laurent Verrier, CEO of One9ninety, said the agency was chosen based on a few aspects such as its 12-year experience, reputation, account team, relevant client portfolio, and case studies. Founded in 2008, some of the other government agency accounts that One9ninety also manages are Infocomm Media Development Authority, Personal Data Protection Commission, and GovTech. It has also previously worked with brands such as IKEA, Fuji Xerox, Plaza Singapura, P&G, adidas, and L'Oreal Paris.
In the tender document seen previously by Marketing, the appointment is for one year, and the agency will be tasked to manage CAAS' four social media platforms, namely Facebook, LinkedIn, Twitter, and YouTube.
One9ninety will be responsible for formulating and planning CAAS' digital strategy, to grow the platforms and maintain a monthly average engagement rate of minimally 3% to 5%. It will also have to propose relevant campaigns/ideas roll-out on a quarterly basis which leverages on the latest social media trends.
As part of the job scope, One9ninety will also be tasked to perform content ideation and creation, design, copywriting, and production of all content and digital assets for social content to engage stakeholders on the different platforms. Content development must be based on optimal posting frequency for each platform, and includes a mix of original content or shared content. The agency will also need to manage all CAAS social channels daily, do monitoring/listening to comments on all pages, and alert CAAS of potential crisis as well as prepare proposed replies.
Verrier said the agency is "honoured, humbled, and excited" to be chosen by CAAS among a large pool of agencies. "As is everywhere in the world, Singapore’s aviation industry is facing unprecedented challenges. Even more so in times of crisis when the rules are being re-written on the fly, clear communication and collaboration play an important part in this transition phase and beyond," he added.
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