The Media Development Authority (MDA) has appointed Goodfellas Consultancy to develop its corporate brand identity for its new re-organisation, Infocommunications and Media Development Authority (IMDA).
Goodfellas beat out five other agencies who responded to the tender, including Dentsu Singapore, Dia Brand Consultants, Dstnct, 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. Goodfellas will also work on the overall ad concept, launch video and brand manual.
Gebiz also quotes the account being worth SG$405,000. The pitch closed in June this year.
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. 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.