URA names new social media agency

The Urban Redevelopment Authority (URA) has appointed independent agency UNIFORM as its social media agency of record following an open tender held in Q4 2025. The appointment is for two years.

Under the mandate, UNIFORM will conceptualise, implement and manage an “always-on” integrated online engagement and content strategy across URA’s social media platforms. The remit includes strategic consultancy, social media management and reporting services to strengthen URA’s online presence and deepen engagement with the public.

URA is Singapore’s land use planning and conservation authority, tasked with optimising the nation’s limited land resources and balancing competing needs across national, community and individual levels. 

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The win further expands UNIFORM’s government portfolio. The agency currently handles a content creation and campaign retainer with the Central Provident Fund (CPF) Board, the launch of Read! Fest 2025 for the National Library Board, and Singapore Art Week 2026 for the National Arts Council.

“We’re humbled by the appointment, and excited to embark on this journey with URA,” said Darren Lee, director at UNIFORM. “To partner with URA gives us the opportunity to work with people who are actively, literally shaping the Singapore that we know and call home, and that’s incredibly meaningful to us.”

The appointment comes as other public sector bodies in Singapore also refresh their social media agency partnerships. Earlier this week, PUB, Singapore’s national water agency, appointed IPG DXTRA as its social media agency, with the aim of strengthening public understanding of water sustainability and climate resilience.

Under the two-year contract, which comes 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.

GovTech has also refreshed its social media support for specific units, with the appointment of To Be Social as its social media agency for Open Government Products (OGP), its experimental tech unit focused on building tools for public officers and citizens.

The brief centres on raising awareness and trust in OGP’s work beyond the technology community, broadening its reach to the wider public and scaling its digital presence through more accessible and consistent storytelling, according to tender documents seen by MARKETING-INTERACTIVE.

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