Design Singapore Council hunts for media agency

Design Singapore Council (Dsg) is on the hunt for a media agency to promote its initiatives and programmes, with the emphasis on Singapore Design Week (SDW). According to the tender seen by MARKETING-INTERACTIVE, the appointment will run from July/August to October 2022. Dsg is a subsidiary of the Singapore Economic Development Board.

Dsg will be allocating a maximum of SG$90,000 for the entire contract and through the proposed media buying strategy, the appointed agency shall supplement marketing efforts to build awareness and positive perception of SDW as a premier design festival and global benchmark creative event, of Singapore's UNESCO Creative City of Design status, and position Dsg as Singapore's national agency for design.

The scope of work includes strategic media planning services, implementation and coordination of services, and evaluation services. The contractor, through writing, shall deliver the following but not limited to media plans, post-campaign analysis report, and monthly utilisation reports.

According to the tender, the key performance indicators include attaining a total reach of 2.5 million on all social posts, both paid and organic, with 10% acquisition to land on website visits. The appointed agency should also help Dsg's main website and the SDW garner 250,000 website visits (paid and organic).

These KPIs will be shared with Dsg's appointed integrated marketing agency and both agencies are expected to work closely to achieve the KPIs, keeping in mind that the total spend should fall within the budget allocated. In the event of failure to meet the KPIs by the end of the contract, both agencies will be responsible for the development of suitable content assets, implementation of running of media buys to achieve the KPIs at no additional cost to Dsg.

Dsg will conduct a strategy work plan meeting with the media and integrated marketing agencies to finalise he plan which will include but is not limited to the final set of KPIs, a content pillars calendar including the execution timeline, and the finalised media plan. The agencies will be mainly evaluated on price competitiveness followed by the quality of proposed media plan, and the track record of the agency as well as its proposed account servicing team, the tender said.

Dsg aims to promote Singapore as an innovation-driven economy and a loveable city through design by 2025. It aims to develop the design sector, help Singapore use design for innovation and growth, and make life better in this UNESCO Creative City of Design.

Its work focuses on three areas. First, it helps organisations and enterprises use design as a strategy for business growth and for excellent delivery of public services. Second, Dsg nurtures industry-ready talents skilled in design and innovation, and engenders a design-minded workforce for the future economy. Third, it advances the Singapore brand through raising design appreciation on home-ground, helping local design talents and firms go international and making emotional connections with people across the globe.