National Youth Council hands MediaCom digital media duties


The National Youth Council (NYC), a unit under Ministry of Culture, Community and Youth, has picked GroupM Singapore as its digital media consultancy, where MediaCom will be the agency leading the account. The appointment is for a year, with the option to extend for another 12 months.

MediaCom Singapore MD Vivian Yeung told Marketing in a statement, "We are extremely happy to partner with NYC, and to shape the lives of youths in Singapore. Social media is the life blood of this audience group, and we look forward to engaging with NYC in the social sphere".

According to Gebiz, the tender saw 12 respondents, including GroupM, vying for the account. Besides GroupM Singapore, they are Cooler Insights, Digital Blowfish, Dstnct, KRDS Digital, Maven Potter LLP, Night Owl Cinematics, Pico Art International, Redhill Communications, Reson8 Creative, Stratagem Consultants and Type A.

In a tender document seen by Marketing earlier, the agency is responsible for the social media strategy development for NYC, Outward Bound Singapore (OBS) and Youth Corps Singapore’ (YCS) social media assets among others. This includes providing strategic counsel and updates on changes in the youth digital landscape, as well as assisting NYC in developing digital strategies and generating social media content that are relevant and will resonate with the respective target audiences and the general youth population.

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The agency is also tasked to propose target audience segmentation and demographics of each social media asset, and content and engagement strategies and social media tactics for each social media asset. Some of the other tasks include developing quantitative and qualitative measurement metrics for each social media platform and conceptualising content calendars based on content themes and strategies developed for each asset.

In addition, the agency will be involved in the development, conceptualisation and execution of engagement campaigns for NYC, OBS and YCS’ social media assets. The engagement campaigns should be executed to increase page engagement and reach, and increase fan and follower base.