MCCY picks Ogilvy SG for integrated marketing and communications

The Ministry of Culture, Community and Youth (MCCY) has appointed Ogilvy Singapore for the integrated marketing and communication services tender. According to Gebiz, Ogilvy Singapore was among the four agencies vying for the account, including Pico Art International, Singapore Press Holdings and Beknown.The pitch was first called in July this year, with an appointment period of one year, with an option to extend another. In a tender document seen by Marketing at the time, the chosen agency will be tasked to develop digital engagement strategies and social media activations as well as manage various social media platforms.Through the appointment, MCCY aims to create a greater awareness about opportunities, resources, capabilities and networks for active citizenry. It also seeks to increase levels and depths of engagement with citizens to inspire attitudinal shifts and build a more caring society. It looks to achieve this by establishing a stronger link between online and offline engagements; as well as creating opportunities for the community to contribute their voices and co-create content on its platforms.This comes as MCCY, which currently has a website, a Facebook page, and an Instagram account, considers expanding to other forms of communication platforms to engage the community in Singapore. One of MCCY’s creative Facebook execution includes the chatbot “Mr Woo”. The government agency created a chatbot via Facebook called “Mr Woo” in tandem with the annual Hungry Ghost Festival last year in August. Aimed at interacting and educating users about the festival, the chatbot “Mr Woo” also posts images of himself “living” as a spirit in Singapore with catchy captions.[Digital Marketing Asia Conference 2019 in Singapore is back! Join us on 8-9 October as we hear from experienced practitioners and thought-leaders on how they are managing complex digital transitions and reimagining new ways for their marketing to become more customer focused, agile and interactive. Check out the agenda and book your seats today.]Most recently, MCCY also engaged youths to develop possible concepts and prototypes for the Somerset Belt as part of the phase two of its “Shape your Somerset” project to rejuvenate the area spanning *SCAPE, The Red Box, TripleOne Somerset and Somerset Skate Park. According to a MCCY spokesperson, youths will continue to be involved in translating some of these ideas into infrastructural or programmatic prototypes, which will be showcased in public spaces in September 2019.