NAC appoints agencies to strengthen digital and PR strategy

The National Arts Council (NAC) has appointed digital agency Alsoknownas and PR agency Tate Anzur, as it looks to strengthen its integrated marketing communications across owned and earned channels.

According to tender documents seen on GeBIZ, both appointments are structured around a 12-month contract cycle running from April to March, with options for additional project-based work. The remit is designed to support NAC’s broader strategic thrusts, with a focus on audience engagement, brand perception and industry visibility.

Under the digital marketing communications tender, Alsoknownas will oversee NAC’s corporate website, eDMs and social media channels, including Facebook, Instagram, LinkedIn and YouTube.

Don't miss: National Arts Council spotlights creativity as a catalyst for confidence and curiosity

The scope centres on developing a comprehensive digital marketing communications strategy, including a multi-year workplan aligned with NAC’s priorities. This will be supported by ongoing strategic counsel, including crisis communications in collaboration with the appointed PR agency.

Content production forms a significant portion of the remit, with the agency tasked to deliver 360 creative content units annually. These include articles, short-form videos, ad banners and social assets, alongside the development of an editorial style guide to ensure consistency across platforms.

Alsoknownas will also manage NAC’s social channels end-to-end, from content calendars to publishing, as well as daily community management. This includes monitoring, responding to audience interactions and curating user-generated content within defined brand guidelines.

In addition, the agency will provide monthly and quarterly performance reports, alongside competitive analysis and market intelligence, aimed at refining strategy and identifying emerging trends.

Meanwhile, Tate Anzur will handle NAC’s PR duties, spanning media relations, monitoring and campaign support. The agency is required to provide ongoing account management and PR counsel, including participation in twice-monthly work-in-progress meetings. It will also maintain NAC’s media lists across traditional, online and social platforms.

A key component of the remit is media monitoring and social listening. Tate Anzur will deliver daily news alerts covering local and international media, alongside tracking sentiment and identifying potential issues. This includes monitoring coverage of NAC-supported arts groups across major publications.

The agency will also produce monthly, quarterly and annual evaluation reports, analysing coverage quality, industry trends and the effectiveness of PR efforts against NAC’s strategic objectives.

Beyond retainer work, the PR scope includes support for tiered campaigns. This ranges from large-scale initiatives such as Singapore Art Week, which may run for up to five months, to smaller announcements and awards programmes with shorter timelines.

Deliverables include communications planning, media outreach, press materials, spokesperson briefing and post-campaign evaluation. The agency may also support media familiarisation trips and overseas networking events to promote Singapore’s arts scene internationally.

Both agencies are expected to work in tandem to ensure message consistency and deliver integrated campaign outcomes across digital and traditional channels.

MARKETING-INTERACTIVE has reached out for more information. 

NAC has also been ramping up efforts to grow the global visibility of Singapore’s arts scene. In a recent move, it entered a three-year partnership with Changi Airport Group to showcase local arts and culture to international audiences passing through Changi Airport.

The collaboration will roll out curated art displays, live performances and activations across the airport’s terminals, tapping its annual passenger traffic of about 70 million to expand the reach of Singapore’s creative talents.

Related articles: 
Sentosa names PR agency   
Changi Airport Group picks creative and digital partners  
MDDI picks firm to audit WOG media buying framework