Ministry of National Development calls creative, marketing and social media pitch for MSO

Singapore's Ministry of National Development (MND) is seeking an agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO).

According to tender documents seen by MARKETING-INTERACTIVE, the contract is for 12 months, with the option for two yearly extensions. 

The tender sets out three key objectives: to raise awareness and drive adoption of the OneService channels, particularly the app and chatbot; to educate the public on municipal issues and the role residents can play in improving their living environment; and to foster a community around MSO’s followers by engaging target audiences, monitoring sentiment and addressing misconceptions.

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The appointed agency will be tasked to handle strategy, creative execution, account management, content production and media buying to promote the OneService channels, namely the OneService app and OneService Kaki chatbot, alongside MSO’s public education efforts.

The agency will also be required to develop an integrated outreach and publicity plan that leverages MSO’s out-of-home, digital, social media and on-ground assets, while ensuring consistent messaging and branding across all platforms. This includes creating new content pillars, public education materials, campaign schedules, and marketing collateral in a range of formats such as static visuals, videos, animations, infographics and online engagement activities.

Additionally, the appointed agency will manage all OneService marketing and social media platforms. It will also be tasked with implementing an evaluation framework to measure campaign effectiveness through key performance indicators such as reach, engagement and sentiment analysis, and to recommend corrective measures if targets are not met.

Key publicity milestones for 2025 include the OneService App refresh and the introduction of new chatbot features between April and May, followed by further enhancements to the chatbot in November.

MND is not the only ministry seeking creative expertise. In July, Singapore’s Ministry of Transport (MOT) also went to market for an agency partner to develop a unified brand strategy bringing the ministry and its statutory boards, including the Civil Aviation Authority of Singapore (CAAS), Land Transport Authority (LTA), Maritime and Port Authority of Singapore (MPA) and Public Transport Council (PTC), under one cohesive identity.

The tender aims to strengthen what MOT calls the “One Transport Family”, helping Singaporeans better connect with the nation’s land, air and sea transport story, while sharpening the sector’s shared purpose and ambitions without losing each agency’s distinct identity.

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