Monetary Authority of Singapore seeks social media partner for MoneySense

MoneySense, Singapore’s national financial education programme under the Monetary Authority of Singapore (MAS), is looking for a partner to manage its social media strategy, content production, and account management. The move comes as the programme aims to expand its reach, engage audiences more effectively, and maintain a consistent online presence.

The partner will be responsible for developing an “always-on” social media strategy tailored to MoneySense’s audiences. This includes proposals for campaigns, content collaborations, platform mix, tone of voice, content pillars with creative examples, publishing strategies, and approaches to grow followers and engagement. Updates to MoneySense’s social media playbook, including rules of engagement, are also part of the remit.

Content production forms a significant part of the role. The contractor will propose monthly content plans and produce all content—including copywriting, design, and multimedia assets—ideally four weeks in advance.

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According to tender documents seen by MARKETING-INTERACTIVE, content formats will range from static posts and infographics to videos and interactive content such as polls or contests. Deliverables include a minimum of ten posts per month across Instagram, Facebook, and YouTube, adapted to suit each platform and audience. The contractor will coordinate with MoneySense’s in-house team and external vendors as needed.

Account management responsibilities include maintaining a three-month content calendar, managing posts seven days a week, responding to audience comments, and overseeing any contests or polls. Reporting is also a core function, with monthly, annual, and post-campaign reports covering reach, engagement, audience insights, and sentiment analysis, along with recommendations to refine strategy.

Optional services, chargeable only if exercised, cover event photography and videography, infographic design, and search engine marketing to boost MoneySense’s online visibility.

The initial contract is set for 14 months, with MAS holding the option to extend for up to two additional 12-month periods on the same terms and pricing. Extensions can be exercised in whole or in part at MAS’s discretion.

Through this partnership, MoneySense aims to strengthen its digital presence, deliver timely financial education, and keep Singaporeans engaged across its social media platforms. 

Meanwhile, the Ministry of National Development (MND) has also called for a pitch, seeking an agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO). 

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.

The contract is for 12 months, with the option for two yearly extensions. 

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