SG National Arts Council picks digital and PR partner

The National Arts Council (NAC) has appointed Tate Anzur as its public relations and digital consultancy partner. According to Gebiz, the appointment will be for a period of one year with an option to renew for another two years. NAC first called for the pitch in February 2020, and saw seven agencies vying for the account. The seven agencies are Equatre, Huntington Communications, In the Wild, Kreab, Ogilvy Singapore, Tate Anzur and Zeno Communications Singapore. 

Tate Anzur has previously handled government organisation accounts such as National Heritage Board and oversaw the National Day Parade between 2012 to 2014. Marketing has reached out to Tate Anzur for comment. 

With NAC, the agency will be tasked to provide strategic counsel to help position the organisation positively in the media and public. Tate Anzur will also have to ensure message consistency across all platforms and touchpoints, publicise and promote existing and new programmes, announcements and initiatives. It will also help amplify signature events and festivals, along with campaigns across all media platforms including print, broadcast and online.

In a tender document seen by Marketing previously, the appointed PR agency will be required to conduct media monitoring and analysis, support NAC’s press desk, media relations and media cultivation which includes key art media and critics from top tier publications in Singapore and international. In addition, the appointed PR partner will be tasked to work on campaigns for NAC’s key announcements/initiatives, which includes developing a bank of feature stories and thought leadership/industry-related stories, profile interviews among others.

Currently, the NAC targets youths and young adults (ages 16 – 35), parents with young children, working adults as well as the elderly. The organisation aims to strengthen the reputation of Singapore arts scene digitally in social networks and its influence with key media and key opinion leaders/bloggers and influencers.

NAC previously worked with Ogilvy for PR duties, building on its longstanding partnership. The organisation previously appointed Zenith in 2018 for media. Last December, NAC named Practice Theory its creative agency, to oversee the design of Gillman Barracks’ Art After Dark, START at Gillman Barracks and Singapore Art Week at Gillman Barracks, as well as Gillman Barracks branding and marketing tools.

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