The National Arts Council concludes creative pitch

The National Arts Council (NAC) has appointed TBWA as its creative agency to support its strategic marketing needs. The contract runs all the way until 31 March 2026.

The scope of work includes arts advocacy strategy, creative production across ATL & BTL, creative execution and evaluation, social media community management, and brand guides. There will be two rounds of pitching, the first being the shortlisting of agencies followed by the final pitch.

Don't miss: The National Arts Council launches new campaign to show arts' transformative power

The vision of appointing a creative agency of record is to move towards standardisation of quality across all NAC projects, said the council when the pitch was first called. TBWA will need to deliver strategic marketing campaigns and impactful creatives, achieve project management efficiencies with a single creative agency and increase synergies across whole of Council, with cross campaign learnings, especially in support of the “Our SG Arts Plan 2.0”.

Mandy Wong, president of TBWA\ Singapore confirmed the win and said,  it is a huge honour to have been selected by NAC (National Arts Council), to help fulfil its mission in championing the creation and appreciation of arts in Singapore.

“As a creative agency, NAC's mission is something we deeply resonate with; and our pirate ship is thrilled by this new partnership. We look forward to realising change together through new transformative creativity, and innovative experiences,” Wong added.

In 2022, NAC also named Lynette Pang deputy chief executive from 1 of December 2021. She will be responsible for developing arts and culture policies to nurture Singapore’s creative ecosystem, and positioning Singapore arts globally through international collaborations and partnerships.

Meanwhile the NAC also just launched a new campaign with BLKJ to showcase how the arts have transformed and inspired the way Singaporeans live their everyday lives in a bid to encourage more to let art into their lives.

The campaign, titled “The arts can inspire your everyday”, launched on February 8 with four short films that tell stories of how art can be incorporated into the daily grind. Beyond visiting an art gallery or watching a musical, the films use dance, spoken word poetry, music and painting to get people to engage with each other, slow down and learn to love themselves more.

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