MCI chooses agency to handle integrated marketing duties for SG Bicentennial

Ministry of Communications and Information (MCI) has appointed  J. Walter Thompson Company Singapore (JWT), comprising J. Walter Thompson and Mirum, as its agency partner to handle integrated marketing communications and engagement for the upcoming Singapore Bicentennial, an account worth SG$9.2 million according to GeBIZ.

Marketing understands that JWT and Mirum will handle most of the brief, as well as work with a consortium of WPP and external agencies to execute the campaign across multiple touch points.

The move follows a tender earlier reported in March which also saw three other entities vying for the account. This includes Ogilvy Singapore, Tribal Worldwide and Gushcloud.

Following the appointment, JWT will created integrated communications campaign inclusive of creative concepts, branding, public relations, TVC, social media, website development and media buys. This includes the creation of five tactical campaigns to bolster mass publicity during flagship events and sustain engagement beyond the campaign period.

The campaign is also targeted to reach out to as many segments of Singaporeans and residents as much as possible, including youth, elderly, families and various communities, a tender brief seen by Marketing read.

The Singapore Bicentennial commemorates the 200th anniversary of Sir Stamford Raffles’ landing in Singapore, which is said to be one of the key turning points in Singapore history. Several of its activities already ride on existing events and platforms, such as Chingay, iLight Marina Bay and the National Day Parade. The tender brief added that the Singapore Bicentennial will be on a smaller scale than SG50.