The Prime Minister’s Office (PMO) has called for a creative review, to which 22 agencies were invited for the briefing. Marketing understands that these agencies were selected from the whole of government (WOG) framework.
The PMO is currently on the lookout for a creative agency to handle campaign development and management services, tentatively from May 2019 to March 2020. According to a tender document seen by Marketing, the scope of work includes a “fresh and compelling overarching” narrative that resonates with target audiences and will help drive message coherence across various related communication and engagement efforts of partner agencies.
The communications plan should cover two three-to-six-month-long campaigns to achieve PMO’s objectives. This includes an effective communications strategy to convey the narrative and key messages in a “realistic and emotive” manner through a sustained pipeline of communications initiatives.
The appointed agency has to establish appropriate opportunities for the PMO to collaborate and partner with at least three external organisations to meet desired outcomes of the project. In addition, the agency has to coordinate with the PMO’s current partners who may have relevant programmes or initiatives which contribute to meeting the overall objectives of the communications plan.
As stated in the document, the appointed agency also has to copy-write, edit, proof-read, translate and secure the usage rights of stock pictures for all the materials to be used as part of the campaigns at no additional cost. The agency is also required to provide all photography (including event photography), digital imaging, animation, videography (including event videography) services and any other services as part of the proposed communications plan.
In addition, the appointed agency will also have to propose the modality and frequency of media buys for maximum visibility of the promotional materials and effective amplification of key messages, which will help guide the PMO’s appointed media agency in its planning. The agency also has to work hand-in-hand with the media agency to execute the approved media plan, which includes providing all the necessary visuals/materials for the various advertisement types, and ensure the intended impact is achieved.