IMDA concludes social media pitch for Media Literacy Council

The Info-communications Media Development Authority of Singapore (IMDA) has appointed creative digital agency Techlyon to manage social media duties for the Media Literacy Council (MLC) for a year. The account is valued at SG$152,000 and work is expected to roll out in February, IMDA's spokesperson said in a statement to Marketing. The spokesperson added that Techlyon was chosen for its clear social media strategy and proposal.

This follows a tender called on 30 June 2017, which saw 16 other agencies vying for the account, including GroupM Singapore, Type A, Happy Marketer, KRDS Digital, Carbon Interactive, Dstnct and Hashtag Interactive.

In a statement to Marketing, a spokesperson from Techlyon said that strategy work has commenced, with production and delivery expected to roll out by the end of January. The spokesperson added that the agency resonates with the mission of digital media literacy and cyber-wellness.

MLC was formed in 2012 to spearhead public education on media literacy and cyber wellness, as well as advise the government on the appropriate policy response to the evolving world of media, technology, consumer expectations and participation. It builds on the foundation of initiatives previously put in place by IMDA to actively develop public education programmes that will help the public navigate media, especially the Internet, safely and responsibly.

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