MCI looks for consultants ahead of upcoming whole of government media pitch

The Ministry of Communications and Information (MCI) is on the lookout for a consultancy to assist with the development, execution, and evaluation of its upcoming whole-of-government (WOG) media buying services contract.

According to a tender document seen by MARKETING-INTERACTIVE, the goal of the partnership is to strengthen the WOG media buying framework, and drive more tangible benefits for WOG, such as ensure greater savings and improved quality performance. The document added that applicants must not have an interest in the upcoming WOG media buying services tender. The appointed consultancy vendor will be tasked to improve the existing framework to establish a consolidated and coordinated approach to government media buys, as well as achieve cost savings from the aggregated buys. It will also have to develop appropriate performance standards and a suitable pricing structure for the media buy agencies. Additionally, the appointed vendor will have to support the tender evaluation by, for example, verifying the prices submitted by the media buy agencies as well as proposing tender evaluation quality metrics. It will also be tasked to onboard the awarded media buy agencies.

In 2018, MCI appointed Publicis' media solution led by Starcom as its master media agency, after drawing in 26 interested parties for the pitch. The account was valued at SG$80 million, MCI said then.

MCI's tender document also states that the consultant must have at least three years of consistent experience in dealing with media buying frameworks for big scale initiatives, across different media channels and platforms. It must possess excellent knowledge and expertise in advising on integrated media buying planning, coordination and execution as well. The remuneration will be provided in three stages: the first 60% within three months after appointment, 30% within three months from the closure of the WOG media buying tender, and the last 10% within two months from the award of the WOG contract.    

The WOG media buying services contract is an annual contract that tasks an agency with the planning, coordination, negotiation, buying, and evaluation of media buys across various forms of government communications efforts on both digital and non-digital media platforms. The contract comprises two categories: the master media agency, and a panel of 15 agencies. 

Last September, MCI called for a pitch for a panel of vendors to monitor and analyse issues on mainstream media and/or online and social media for the whole of government. In a tender document on GeBiz, the appointment is said to be for two years, with the option of extending up to another two years. The appointment will span across all government agencies, which include all ministries, statutory boards and organs of state. The pitch is currently still ongoing. 

(Photo courtesy: 123RF)

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