PUB taps new social media agency

PUB, Singapore’s national water agency, has appointed IPG DXTRA as its social media agency, with the aim of strengthening public understanding of water sustainability and climate resilience.

Under the new contract, which runs for two years with an option to extend for a further year, IPG DXTRA will oversee social media strategy, content development and community management across PUB’s owned channels, including Facebook, Instagram, TikTok, LinkedIn, Threads and YouTube.

The agency will also support PUB’s use of Telegram and X (formerly Twitter) for flood-related alerts.

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A key part of the remit is to help PUB use social media to explain the links between water management, flood prevention and environmental sustainability through content that translates technical issues into relatable stories for diverse audiences, including families, seniors, businesses, youths and young working adults.

The scope of work covers an “always on” approach, with IPG DXTRA producing a monthly editorial calendar for PUB’s social media accounts, optimised to the different audiences and formats of each platform while maintaining consistent messaging and visual identity.

The agency will also handle day-to-day monitoring and community management of PUB’s Facebook, Instagram, TikTok, LinkedIn and YouTube pages.

Content will span a range of formats including single-image and carousel posts, infographics, lo-fi live-action videos, animated explainers, longer-form videos, eDMs and on-site Instagram Stories or Reels, and may be adapted and repurposed for non-digital uses such as learning materials for schools and resources for grassroots partners.

Beyond business-as-usual content, IPG DXTRA will plan and execute two social activations over the contract period to deepen engagement and foster a stronger online community around PUB’s work. These activations are expected to drive organic reach and measurable participation through likes, shares, comments and user-generated content.

In addition, the agency’s social media work will complement PUB’s larger annual campaigns, including Singapore World Water Day and its “Be Flood ready” campaign during the year-end monsoon season.

PUB's 2025 "Be Flood ready" campaign saw it focusing on motorists, pedestrians, commuters and home and business owners who might otherwise be indifferent to floor preparedness. The campaign was centred around a film titled "Nobody needs to be the wet one out" and included targeted media placements with partners such as Grab and GoJek, as well as a broader rollout across free-to-air, out-of-home, transit, digital and social channels. 

The 2025 campaign was done in collaboration with Splash Production. 

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