Intellectual Property Office of Singapore picks new PR agency

The Intellectual Property Office of Singapore (IPOS) has appointed IPG DXTRA as its new public relations (PR) agency, following a tender process on GeBIZ. MARKETING-INTERACTIVE understands the incumbent on the account was Ruder Finn Asia.

Under the contract, IPG DXTRA will provide PR consultancy and media monitoring services on a retainer basis for one year, with an option to extend for a further year subject to performance and at IPOS’ discretion

The engagement is slated to commence in May 2026.

According to tender documents, the appointment aims to support IPOS as both a strategic and implementation partner, with a focus on amplifying its key messages and safeguarding the organisation’s reputation. The scope of work spans strategic advisory, campaign execution, media engagement and monitoring.

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As part of its remit, IPG DXTRA will conduct a review of IPOS’ existing communications landscape, including its messaging, channels and media performance, before developing an integrated PR and communications strategy. This includes identifying priority themes and recommending a mix of channels to strengthen outreach.

On the execution front, the agency will be tasked with delivering PR campaigns across IPOS’ initiatives and flagship programmes. This includes developing a message house, maintaining a live story bank, preparing media materials and facilitating interviews and events.

The contract also outlines deliverables tied to media outcomes, including securing a mix of local and international coverage across mainstream and trade publications, as well as producing a minimum of 12 in-depth feature placements.

In addition, IPG DXTRA will support regional outreach efforts for the IP for Growth Awards, targeting media coverage in ASEAN markets such as Indonesia and Vietnam over a four-month campaign.

Beyond campaign work, the agency will handle ongoing media engagement, including regular briefings and relationship management with local and international journalists, as well as emerging digital news platforms such as podcasts and social media channels.

The remit also includes daily media monitoring across local and international print, digital and broadcast channels, alongside social media and online forums. This will cover IP-related developments, innovation trends and sentiment analysis, with post-incident evaluation support when required.

Separately, the contract includes an optional component for media spokesperson training, comprising two full-day sessions focused on interview preparedness and core media skills.

As part of the engagement timeline, IPG DXTRA is expected to deliver an initial PR strategy and campaign plans within one month of the contract start, followed by ongoing campaign management and a final evaluation report at the end of the contract period.

MARKETING-INTERACTIVE has reached out for more information. 

The appointment comes amid a series of recent PR tenders across Singapore’s public sector. Most recently, Science Centre Board (SCB) appointed Alsoknownas (AKA) as its PR agency on a one-year contract running from 1 April 2026 to 31 March 2027, with an option to extend.

The remit covers communications across SCB’s portfolio, including Science Centre Singapore, KidsSTOP, Omni-Theatre, Snow City, and Singapore Science Centre Global.

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