HPB launches creative and digital pitch, roster to consist of 3 types of agencies

The Health Promotion Board (HPB) is on the hunt for creative agencies. The agencies will be tasked to conceptualise, plan and implement integrated marketing and communication campaigns for HPB’s health initiatives. R3 is understood to be handling the pitch process.

The tender briefing will be held on 4 September, at 9.30am and it will  be conducted only once, said HPB in the tender document. Each agency may be represented by a maximum of two personnel at the tender briefing. It is strongly recommended that the attendees should be from the agency’s management team and finance department.

The agencies can be one multi-disciplinary holding group solution with in-house expertise or a consortium that comprises different member companies/firms with the relevant expertise led by a creative agency with proven strategic planning capabilities. The duration of this Contract will be from the date of appointment (tentatively February 2019) until 31 March 2022 with an option to extend for a period of up to two years subject to the satisfactory performance.

In a tender document seen by Marketing, also said that the optimal agency model implemented will comprise three types of agencies - a strategic brand lead, creative production specialist and experiential marketing specialist.

The agency appointed as a strategic brand lead will be responsible for executions of large-scale/priority campaigns and will also needs to be able to strategise and plan for both through-the-line communications and on-ground activation and outreach programs.

The creative production specialist team will handle high volume, fast-turnaround asset creation as well as ad hoc, non-campaign related BTL asset creation and production.

The experiential marketing specialist team will be in-charge of creative conceptualisation and execution for campaigns engaging with youths or younger parents. The agency will also handle campaigns on integrated events and roadshows as well as campaigns with focus on on-ground activation/ outreach programs, also handled by the strategic brand lead team.

Earlier this year, HPB appointed Havas Media as its media agency for online and offline media buying. The appointment is for a year, with the option to extend for another two, according to Gebiz. HPB last worked with Publicis as its creative agency and the agency was appointed in 2016. The agency handled the conceptualising, planning and implementing integrated marketing and communications campaigns for these initiatives which commenced in March 2016. The appointment came after a pitch process which lasted close to five months, and involved incumbent DDB Worldwide, JWT and McCann Worldgroup.

Last year, HPB also split duties for its Health Hub Portal account, and awarded all eight agencies which pitched for the account. The agencies awarded were DDB Worldwide, Mirum Singapore (XM Asia), Possible Worldwide, Web Professional, FXMedia, Novus Media Solutions, King Content Singapore and Digital Boomerang.