MDDI picks firm to audit WOG media buying framework

Singapore’s Ministry of Digital Development and Information (MDDI) has appointed MediaSense as the independent contractor to review the performance of its media buying agency under the Whole of Government (WOG) media buying framework.

The appointment follows a tender issued by the National Marketing Office (NMO), which sits within MDDI’s public communications division, and which closed on 2 February 2026. MediaSense was awarded the account this month, MARKETING-INTERACTIVE understands. 

The review will provide a comprehensive evaluation of the media buying agency’s compliance, financial accuracy and media delivery under the WOG Media Buying Services Period Contract and Framework Agreement. According to tender documents seen by MARKETING-INTERACTIVE, the objective is to conduct a “thorough and independent” assessment of the agency’s performance against its contractual obligations to ensure transparency, accountability and value in the management of government paid media investments.

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The exercise will cover government campaigns executed in Singapore over a period of up to two years, from 1 January 2023 to 31 December 2024. The review aims to ensure transparency, accountability and value in the management of government paid media investments.

As the appointed contractor, MediaSense is required to examine purchase orders raised under the framework and assess the media buying agency’s adherence to contractual obligations, financial controls and delivery commitments. The firm is expected to complete the exercise in approximately 14 weeks from award, subject to timely access to documentation, systems and stakeholders, and may conduct interviews with the agency’s staff and relevant stakeholders to obtain clarifications and supporting information.

Tender documents had specified that the contractor should have relevant experience in media buy management review or similar scopes of work. The proposed project team of up to five key personnel was required to include a business lead and members with experience in marketing governance and media compliance services, with a preference for over 15 years of experience in such projects.

NMO coordinates marketing and communications efforts across government agencies. Its role includes establishing governance mechanisms to improve campaign effectiveness and cost efficiencies, including aggregating demand for paid media buying across WOG through the media buying framework.

While the review will be conducted primarily on-site at the media buy agency’s offices or where systems and documents are housed locally, remote reviews may be permitted provided data security, confidentiality and review integrity are maintained. 

The news comes as several other government bodies and agencies wrap up their own marketing and communications pitches. Earlier in February, Singapore’s Ministry of National Development (MND) appointed Formul8 as its agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO).

Additionally, the National Day Parade (NDP) 2026 organising committee has named DSTNCT as its creative agency to lead the nationwide branding and publicity campaign for NDP 2026. DSTNCT will oversee strategic development, creative execution and publicity management under a contract that runs until 31 August 2026, MARKETING-INTERACTIVE understands.

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