Ministry of Communications and Information (MCI)’s whole of government (WOG) media tender has seen 26 agencies vying to be part of the panel. The tender is part of a framework agreement for media agencies and the panel of agencies to cover collective media buying services to support all government communications efforts.
Agencies involved in the process include IPG Mediabrands , Starcom, Zenith, Havas Media, GroupM, IH Singapore, Carat and many others. It also has seen unconventional players such as Singapore Press Holdings, Singapore Telecommunications, and Mediacorp bid for the account.
As seen in a tender document obtained by Marketing at the time, the appointment will cover all government ministries, statutory boards, departments, organs of state. It will also include the National University of Singapore and the Nanyang Technological University of Singapore.
The tender involves the appointment of a master media agency appointed which will manage the overall planning, coordination, execution and evaluation of media buys across digital and non-digital media platforms across the WOG and manage the individual planning, execution and evaluation of media buys for each government entity. It also involves the appointment of a panel of media agencies.
The length of appointment for both the master media agency and panel of agencies will be for a period of one year, with an option to extend for a maximum of two years.
The scope of work includes planning, coordination, negotiation, buying, and evaluation of effective use of media buys across various forms of government communications efforts on both digital and non-digital media platforms. Media buys include (but are not confined to) government communications efforts.
Most recently, the MCI's WOG tender saw 67 agencies competing to be part of the panel. This was part of a framework agreement for communications campaigns and creative services. Some well known agencies involved in the process include Addiction Advertising, BBDO, Dentsu, Y&R, Formul8, Hakuhodo, Hogarth, JWT, Leo Burnett, McCann Worldgroup, Mullen Lowe, Tribal Worldwide, Publicis, Saatchi & Saatchi, Wild Advertising, TSLA, SPH, Mediacorp, The Smart Local and many others.
Meanwhile in 2016, MCI appointed 30 agencies, content creators and media owners to be added to its agency roster. A total of 33 organisations pitched for the tender. The agencies were tasked with creative conceptualisation, planning, execution and media buying services for the WOG.