NEA picks new social media agency

The National Environment Agency (NEA) has appointed FiftyFull as its social media agency of record for Clean & Green Singapore (CGS), following a competitive pitch involving multiple agencies.

The one-year remit, which commenced on 1 May, will see FiftyFull leading content and messaging strategy for CGS’s key campaigns across Instagram and Facebook.

This includes high-impact national initiatives such as "National dengue prevention", "Say YES to waste less, and recycle right", all aimed at inspiring Singaporeans to adopt a clean, green and sustainable lifestyle.

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Genevieve Seah, managing partner at FiftyFull, said the appointment was both a professional and personal milestone for the agency.

“CGS has played an important role in shaping the sustainability ethos of Singapore and encouraging Singaporeans to embrace a green lifestyle. Their work is not only socially relevant but personally meaningful to us,” said Seah.

“We couldn’t be more excited to support the progressive and forward-looking mission of CGS in our capacity as social media agency of record," she added.

The win follows FiftyFull’s recent selection as one of 66 agencies appointed to the Whole of Government (WOG) creative panel by Singapore’s Ministry of Communications & Information. The panel was finalised after a pitch involving 141 agencies.

Prominent agencies that have made the cut include Edelman Singapore, Grey Group, DSTNCT, Germs Digital, BLKJ Havas, Waggener Edstrom, McCann Worldgroup, Ogilvy, Accenture, PICO, The GOVT, Formul8, TSLA, APRW, So Drama! Entertainment amongst others.

The contract is for a period of 36 months, with the option of extension for one or more periods up to a maximum of 24 months.

This will be under its “master contract panel” to carry out the services under the whole of government (WOG) period contract and framework agreement for creative services, MARKETING-INTERACTIVE earlier reported. The master contract will be made available to all government ministries, statutory boards, departments or Organs of State, the National University of Singapore, and Nanyang Technological University of Singapore.

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