Singapore's Government Technology Agency (GovTech) has appointed Ogilvy and LEWIS for marketing and PR duties, following a pitch called in earlier this year. Hill+Knowlton Strategies, Omnicom Public Relations, and Ying were also vying for the account. The length of appointment is two years, with an option to extend for another two years.
Both agencies have been tasked to support GovTech’s work in communicating Singapore’s Digital Government initiatives in overseas markets such as US, Europe, Asia and Australasia. Pamela Tor Das, managing director of LEWIS Singapore, told MARKETING-INTERACTIVE that the team is excited to work with GovTech to support its global communication efforts. “B2B tech communications has been a stronghold area for us across all our markets. We look forward to helping GovTech forge partnerships and establish media connections based on its market priorities," she added.
Emily Poon, executive group director, PR and influence, social, Ogilvy Singapore said: “The pandemic has accelerated digital transformation and put to the fore the critical importance of GovTech's initiatives and our Smart Nation narrative. We are honoured to be GovTech's global communications partner in championing and promoting its mission to use technology to inspire change - with citizens, businesses, tech communities and nations on the global stage. I would also like to take the opportunity to congratulate the team at LEWIS for the win."
According to a GeBiz tender previously seen by MARKETING-INTERACTIVE in May, the appointed agencies are tasked to promote and brand Singapore’s Smart Nation thought leadership and initiatives, as well as GovTech’s Digital Government thought leadership and initiatives. The agencies are also responsible for positioning Singapore as Asia's most attractive tech innovation hub and one of the world's leading digital government.
As part of the job scope, the appointed agencies are tasked with preparing and localising communications materials when necessary. This includes translation work for countries which does not use English as their first language. The agencies will also have to provide in-market communications support such as pitching, securing staffing and arranging for venue or logistics for media interviews for GovTech’s principals on their overseas trips to target markets and/or media coverage of GovTech’s participation in events.
Separately, the appointed agencies are also tasked to coordinate one visit for foreign media journalists to Singapore, and the scope of work will include canvassing and pitching to journalists, coordinating logistical arrangements and providing the necessary local Singapore headcount for on-site support of this visit. The agencies will be responsible for pitching, securing and facilitating media cultivation trips for GovTech’s communications and marketing division to engage media in target markets. Additionally, they have to conduct media monitoring, track, compile and update GovTech on international English media coverage (print and online), as and when activated by GovTech.
Earlier in July, GovTech partnered up with business intelligence company Qlik to deepen public sector officers’ expertise and capabilities in the field of data science. Both parties have signed a three-year memorandum of intent and will build capabilities within the public sector in data discovery and visual analytics to meet the demands of a growing digital economy, in line with the country’s Smart Nation initiative. Under this collaboration, GovTech and Qlik offer public officers access to a wealth of learning resources, industry best practices and the latest development tools to enhance their skill sets in data literacy and visual analytics, as stated by the press release.
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