MSF and IMDA conclude social media pitches

The Ministry of Social and Family Development (MSF) has appointed One9ninety as its social media agency, following a pitch called in January that saw 16 agencies vying for the account. Aside from One9ninety, the other agencies involved in the pitch include Edelman, KRDS, Mediacorp, Metia Group, Redhill Communications, Reson8, and Zoo Communications.

One9ninety will be tasked to provide end-to-end and integrated social media marketing solutions for the Facebook and Instagram channels of National Council on Problem Gambling. According to a previous tender document on GeBiz, the objective of the appointment is to educate Singaporeans on problem gambling, its signs and the importance of help-seeking, as well as the types of social safeguards implemented by the National Council on Problem Gambling.

Additionally, MSF looks to educate youths on the relevance of problem gambling in their lives and its consequences, as well as raise awareness that problem gambling has many ways of manifesting, and many people are vulnerable to it. The length of appointment is for one year, with the option to extend for another year. Meanwhile, MSF is also on the lookout for a PR agency. The pitch was called last month, and sees Asia PR Werkz, Ninemer Communications, Ruder Finn Asia, and WE Communications vying for the account.

Separately, the Infocomm Media Development Authority (IMDA) has also appointed One9ninety as its social media agency after concluding a recent pitch. The contract is for its IM Talent social media channels, the core information hub to house all Human Capital Cluster initiatives and programmes provided by IMDA. One9ninety is tasked with developing social media content and engagement strategy, as well as measuring, reporting and reviewing the IM Talent social media channels. The initial contract period is for one year and with option to renew of the contract for another two years. 

In a statement to MARKETING-INTERACTIVE, Laurent Verrier, CEO of One9ninety, said: "The team and I are honoured and delighted to win another two important public tenders. Partnering with MSF and IMDA means the team at One9ninety will contribute further to solving important issues in Singapore such as problem gambling and the development of human capital and digital talents for the nation."

"Besides our long-standing specialist experience and pioneer status in the social media and influencer marketing landscape in Singapore, I believe the creativity we inject in our work, combined with the rigour of our processes, the seniority and dedication of the Team, are important success factors in winning these highly competitive tenders," he added. 

The two appointments add to One9ninety's multiple wins in less than a year. The agency also won the social media account for Ministry of Transport last September via a pitch that saw 23 other agencies vying for the account. One9ninety is responsible for developing an editorial strategy and content marketing strategy for Ministry of Transport’s Facebook page. Separately, in August 2020, One9ninety was appointed as Civil Aviation Authority of Singapore's social media agency. This also followed a pitch, which saw 38 competing agencies vying for the account. Currently, One9ninety also works with the Personal Data Protection Commission.

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(Photo courtesy: 123RF)

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