MCCY names agencies for SG50

The Ministry of Culture, Community and Youth has appointed a consortium of agencies for its Singapore50, or SG50, community outreach and engagement campaign.Winning the account is a consortium led by DDB Singapore which includes UM Singapore and Tribal Worldwide, each responsible for creative, media and digital duties respectively, Marketing understands from its sources.The account is estimated to be slightly over SG$3 million. According to sources, a total of seven agencies pitched for the account.Meanwhile in 2013, Ogilvy was appointed as the creative agency on record to conceptualise, develop and implement integrated thematic campaigns for SG50. The duties are separate from DDB, which was appointed to conceptualise, develop and implement a community outreach campaign for SG50.The project is set to run until August 2015 with DDB.Neither the agency nor the client could be contacted for comments at the time of writing.SG50 is Singapore’s 50th year celebrations. Chairman of the SG50 steering committee Heng Swee Keat, recently provided an update on the nationwide call for celebration ideas and the SG50 Celebration Fund.The overall theme for SG50 is for all Singaporeans to celebrate as one people. The SG50 calendar was kicked off with a Pioneer Generation tribute at the Istana and there will be more tribute events to honour the special role of pioneers across different segments of the society.For 2015, the focus will shift towards celebrating shared values, affirming aspirations and committing to a brighter Singapore. The calendar will comprise national and community-level programmes organised by the public, people and private sectors.Elaborating on the 2015 programme line up, Heng said: “We want the 2015 calendar to be wide-ranging so that it caters to different segments of society. “The programmes will span a calendar year, with events spread across the months. Some are large-scale, national events which encourage mass participation. But there are also small-scale events led by the corporate and people sectors that are more intimate, and cater to specific audiences.“We hope that with this mix of programmes, everyone will be able to find something appealing and meaningful as we celebrate Singapore’s Golden Jubilee as one people,” he added.