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

Singapore’s Ministry of National Development (MND) has appointed Formul8 as its agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO).

The 12-month contract, with the option for two one-year extensions, will see Formul8 handle strategy, creative execution, account management, content production and media buying to promote the OneService channels, including the OneService app and OneService Kaki chatbot, according to GeBiz.

The agency will also support MSO’s broader public education efforts, raising awareness of municipal issues and encouraging residents to play an active role in improving their living environment.

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According to tender documents seen by MARKETING-INTERACTIVE, the agency will be responsible for developing an integrated outreach and publicity plan leveraging MSO’s digital, social media, out-of-home and on-ground assets. This includes creating new content pillars, public education materials, campaign schedules, and marketing collateral in formats such as static visuals, videos, animations and infographics.

Formul8 will also manage all OneService marketing and social platforms, monitoring sentiment and addressing misconceptions to foster a community around MSO’s followers.

In addition, the agency is expected to implement an evaluation framework to track campaign performance through key indicators such as reach, engagement and sentiment analysis, and recommend corrective actions 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 chatbot enhancements in November.

The appointment comes as several other government agencies and statutory boards in Singapore call for digital and social media pitches and quotes on GeBiz. 

MARKETING-INTERACTIVE saw accounts from the Prime Minister’s Office, GovTech, the Ministry of Transport, and the Science Centre Board, up for grabs.

The tenders generally seek agencies capable of delivering end-to-end social media services - from content strategy and production to community management, campaign amplification, and performance analytics. Some contracts are structured as retainer arrangements, requiring agencies to manage day-to-day operations, implement data-driven optimisation, and ensure alignment with broader communications goals.

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