SG whole of government creative tender launches for agencies to jump on roster

The Ministry of Communications and Information is looking for a panel of vendors to carry out creative services for communications campaigns for the whole of government (WOG). The contract will be extended to all government agencies, which include all ministries, statutory boards and organs of state. It will also be made available to the National University of Singapore and Nanyang Technological University of Singapore. The contract period will be for a year, with the option of extending up to two years.

Under the contract, the vendors shall supply and deliver communications campaign servicing, development and execution/production services. They will be tasked with overall campaign coordination, conceptualisation, production and management of creative materials and services needed to communicate key messages for the campaigns. 

The job scope also includes pitching of creative ideas, where there is a fixed fee of SG$3,000 for each pitch.

Interested parties will have to attend a mandatory virtual tender briefing on 19 April.

For the campaign servicing and conceptualisation segment, vendors are to provide strategy and concept development, account management, third-party vendor management, as well as social media management for the campaign. The services required can come in the form of motion graphics videos, live action videos, infographics, print, advertisements, marketing collaterals, audio content, digital, social media content, websites, creative adaptation, translation, typesetting, and more. Additionally, appointed vendors will need to conduct weekly work-in-progress updates on the progress of work, and provide a monthly summary of budget used from all awarded vendors and sub-contractors. 

The pitch process will be done in two stages. For the first stage, participating vendors will be evaluated on the quality and effectiveness of the proposal submitted for the case study provided, as well as on their company’s experience and credentials. For the second stage, will be evaluated on price competitiveness. 

In 2018, MCI appointed 39 agencies to be part of its creative roster for its WOG creative tender. Among the list of agencies that were picked include BLKJ, Formul8, Grey, Wild Advertising, Hakuhodo, Hogarth Worldwide, McCann Worldgroup, Dentsu Singapore, TSLA, Tribal, JWT, Edelman and MullenLowe, to name a few. Meanwhile, other partners appointed also include Mediacorp, Our Grandfather Story and Night Owl Cinematics. The agencies will also assist in media management and events management for media-industry networking sessions. The pitch first saw 67 agencies that competed for the account. These included BBDO, Dentsu, SPH, Leo Burnett, Saatchi & Saatchi and Publicis.

Concurrently, MCI is also looking for a consultancy to assist with the development, execution, and evaluation of its upcoming WOG media buying services contract. According to a tender document seen by MARKETING-INTERACTIVE last month, the goal of the partnership is to strengthen the WOG media buying framework, and drive more tangible benefits for WOG, such as ensure greater savings and improved quality performance.

The appointed consultancy vendor will be tasked to improve the existing framework to establish a consolidated and coordinated approach to government media buys, as well as achieve cost savings from the aggregated buys. It will also have to develop appropriate performance standards and a suitable pricing structure for the media buy agencies. Additionally, the appointed vendor will have to support the tender evaluation by, for example, verifying the prices submitted by the media buy agencies as well as proposing tender evaluation quality metrics. 

The call for vendors to provide creative services comes a couple of weeks after MCI concluded its media monitoring and/or online analytics services pitch for the WOG. Among the 10 firms vying for the account, MCI appointed Meltwater, Isentia and Truescope. The tender was first called last year and the appointment is for two years, with the option of extending another two. According to Gebiz, Meltwater’s total rate card is SG$20,580 while that of Isentia’s and Truescope’s were SG$12,264 and SG$9,800 respectively.

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