EDB wraps creative and social pitch for Singapore Global Network

Singapore Global Network (SGN), a division under the Economic Development Board (EDB), has appointed TBWA to drive its social media and creative marketing efforts.

The agency takes over from TSLA, which was appointed to the account in 2024.

According to tender documents seen by MARKETING-INTERACTIVE at the time, the remit includes developing SGN’s social media marketing strategy, creative direction, editorial calendar and always-on content to raise awareness of the network, engage its 540,000 collective social media followers and 250,000 network members, and drive new member sign-ups. 

MARKETING-INTERACTIVE first reported on the pitch in June this year.

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Instagram, TikTok and LinkedIn are SGN’s priority platforms, each requiring a differentiated content strategy tailored to its audience and format. Content for Facebook, X and YouTube Shorts may be adapted from these platforms, but must also be tailored to each channel.

Content formats will include visuals, infographics, videos, quotes, photos, original articles and adapted assets, with videos prioritised across most platforms. TBWA will also oversee content scheduling and publishing, provide trend updates and content recommendations, and coordinate with external parties and SGN’s other appointed agencies.

The work will also profile Singapore as an open, connected, liveable and culturally vibrant city, highlighting personal and professional opportunities for people looking to grow their careers.

Optional services include monthly content for RedNote, also known as Xiaohongshu, requiring a platform-specific strategy and bilingual Chinese and English content. Project-based work may also cover video production and editing, digital marketing campaign development and execution, supporting creative assets, campaign management and performance tracking.

MARKETING-INTERACTIVE has reached out to EDB and TBWA for a statement. 

Earlier in September this year, EDB and Enterprise Singapore (EnterpriseSG) appointed Burson Singapore as their content marketing and communications partner for China, as the agencies look to deepen digital engagement with Chinese business audiences.

The appointment will see Burson provide strategic counsel and manage content operations for the agencies’ joint WeChat official service account and channels account.

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