CPF Board picks Saatchi & Saatchi for creative duties

The Central Provident Fund Board (CPFB) has appointed Saatchi & Saatchi Singapore as its integrated marketing and creative services agency. The appointment is for a length of one year, with the option to extend for another year, a CPFB spokesperson said in a conversation with Marketing.

Six other agencies were also vying for the account, including Comwerks, Havas Worldwide Singapore, Formul8, Ogilvy & Mather Singapore, R/GA Singapore and Tribal Worldwide Singapore, according to Gebiz. CPFB also confirmed that agencies which met the stated requirements will be paid pitch fees for their proposals.

Through the appointment of Saatchi & Saatchi, the CPF Board aims to continue to improve members’ understanding and appreciation of the CPF system, as part of its ongoing educational efforts.

“This includes helping members better understand the benefits of the CPF system and encouraging them to take an active look at how they can make the most of their CPF savings to be better prepared for retirement,” the spokesperson added.

"CPF is a forward-thinking client who sought out a data-led solution powered by best-in-class creative thinking. Our interdependent model of Power of One enabled us to pull in the right skillsets and expertise to design a solution that answers the challenging brief," Lou Dela Pena, CEO, Publicis Communications, said.

Early last year, the CPFB appointed Formul8 as its agency partner to provide integrated marketing and creative services to create more positive associations with CPFB. The agency was also responsible for taking its ongoing Big ‘R’ Chat campaign into its third phase – which launched in mid-June 2017.

During the pitch process, the board also stated that it will pay an honorarium of SG$3,000 to up to five tenderers shortlisted for the second stage of its selection process. This was seen by Marketing in a brief sent out to various agencies. The moved was praised by several industry players Marketing spoke to at the time.