EDB picks Mindshare as global media agency

The Economic Development Board (EDB) has appointed Mindshare as its global media agency to effectively reach and engage global business decision makers to drive its investment interest and to build brand desirability for Singapore.

The pitch which was called in June last year was managed by Ebiquity. Working with Mindshare, EDB will be looking to generate top of mind recall and consideration of Singapore as an investment location of choice. Agencies such as Dentsu, Essence Global, Forward 3D, OMD Singapore and Starcom were also vying for the account. 

According to its tender document on Gebiz, the appointment is estimated at a period of one year with the option to extend for another two years, followed by another two years. 

The earlier tender document seen by MARKETING-INTERACTIVE also noted that the agency will see responsibilities such as account management, media planning, media buying and evaluation, and media performance reporting for its confirmed scope of work. Its project-based and ad hoc responsibilities include advertising technologies, platform management, 360 paid media performance dashboard, creative and content services, and manage and conduct training workshops for EDB.

The tender said that apart from supporting the EDB's HQ marketing team, the agency is required to have the capability to service all EDB’s priority markets through a hub model. It needs to have direct presence in Singapore, China, Japan, USA, United Kingdom, and Germany.

Separately, the Singapore Global Network (SGN), a division under the Economic Development Board, has appointed Ruder Finn to manage digital creative and content consultancy services for two years with the option to extend for another. Formed in 2019, SGN is tasked to re-energise Singapore’s efforts in building a strong and extensive ecosystem of overseas networks by building meaningful and lasting relationships with family and friends globally. From individuals considering Singapore as their next place to work and live in, to Singaporeans living overseas and thinking about returning, SGN aims to connect them with the right people and resources to get started. 

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