EDB calls for creative and social pitch for Singapore Global Network

Singapore Global Network (SGN), a division under the Economic Development Board (EDB), is looking to appoint a social media creative agency to drive its content marketing efforts.

TSLA is the incumbent, having been appointed in 2024. 

The appointed agency will handle social media content and campaign planning, ideation and development, with the aim of raising awareness of SGN as a global community and networking platform, engaging its 540,000 collective social media followers and 250,000 network members, and driving new member sign-ups.

Beyond promoting SGN, the agency’s content must profile Singapore as an open, connected, liveable and culturally vibrant city with personal and professional opportunities for individuals looking to grow their careers.

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According to tender documents seen by MARKETING-INTERACTIVE, the agency must demonstrate a strong understanding of digital-first social media marketing, with SGN’s social channels serving as its main mode of marketing and communication.

As part of its remit, the agency will develop SGN’s social media marketing strategy, overall creative direction, editorial calendar and always-on content across its social channels. It will also be responsible for ensuring consistent branding across content and campaigns.

Instagram, TikTok and LinkedIn have been identified as SGN’s priority platforms, with each requiring a differentiated content strategy tailored to its audience, format and content culture. Content for Facebook, X and YouTube Shorts may be adapted from the priority platforms, but must still be tailored to each channel.

The agency’s scope will also include content creation across formats such as visuals, infographics, videos, quotes, photos, original articles and adapted assets, with videos prioritised across most platforms.

In addition, the agency will manage content planning, scheduling and publishing, provide trend updates and content recommendations, and coordinate with external parties and SGN’s appointed agencies where needed.

SGN may also activate an optional monthly scope for RedNote, also known as Xiaohongshu. If exercised, the agency must develop a RedNote-specific content strategy that is native to the platform, with content produced in both Chinese and English.

The agency may also be tapped for optional project-based work, including video production and editing, as well as campaign planning and execution. This may include developing digital marketing campaigns, producing supporting creatives, managing campaign execution, and tracking performance. 

The move comes as EDB continues to strengthen its digital engagement efforts across different audience segments. In May this year, MARKETING-INTERACTIVE reported that EDB and Enterprise Singapore were seeking a content marketing and communications agency to engage Chinese business audiences through their joint WeChat official service account and channels account.

The tender aimed to position Singapore as an attractive destination for investment and innovation, while promoting Singapore companies as trusted partners for Chinese enterprises looking to expand internationally. 

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