MDA calls pitch for new IMDA brand identity

The Media Development Authority (MDA) has called for a tender for to develop its corporate brand identity for its new re-organisation, Infocommunications and Media Development Authority (IMDA).

The new IMDA will develop and regulate the converging infocomm and media sectors and will implement the Infocomm Media 2025 plan, to create a dynamic and exciting sector, filled with opportunities for growth.

The call for the new identity follows Infocomm Development Authority (IDA) and MDA being  re-organised into two new agencies namely the Government Technology Organisation of Singapore (GTO) and the IMDA respectively. The restructuring followed the launch of the Infocomm Media 2025 plan in August 2015,the first integrated industry development plan for the info-communications and media sectors.

A total of six agencies have responded to the tender. This includes Dentsu Singapore, DIA Brand Consultants, DSTNCT, Goodfellas Consultancy, Grey Group Singapore and Ogilvy & Mather Singapore.

According to GeBiz, the agency appointed will be working on the brand definition, from brand strategy, brand architecture as well as mission, vision and values. It will also propose ideas for brand identity and expression which includes the logo, typeface, tagline, brand messages, brand sound and movement.

The appointed agency will also work on the overall ad concept, launch video and brand manual. It will be responsible for the corporate application of the IMDA brand to government to business communication, government to consumer communication, industry partnerships and co-branded programmes.

Some other initiatives include an eight to 12-weeks digital and social media campaign as well as event production and execution. It is also responsible for the post-launch brand perception surveys and report.