Geneco concludes social and PR pitch

Geneco has concluded its agency review with the appointment of W Communications as its public relations agency and The M Makers as its social media agency, following a competitive pitch.

The M Makers retains its remit following its incumbent role on the social front, while W Communications takes over the PR account from PRecious Communications.

The appointments are for a one-year period with the option to renew for another year.

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The public relations scope includes strategy and planning, content development, spokesperson profiling, and crisis management.

On the social front, The M Makers will be responsible for overall strategy, content development, monthly campaign planning, KOL management, and advisory services.

According to Alex Chan, head of brand, communications and marketing at Geneco, the agencies were chosen as they served "the interests of Geneco’s ambition to propel its growth, shown passion in building the brand further, and displayed their abilities to align with the strategic key approaches that we have set forth."

“Firstly, we would like to thank all the outstanding agencies who have not only participated in the pitch, but also demonstrated their enthusiasm for the account. We look forward to seeing exceptional work with tangible results with the newly appointed agencies, and we are confident that they will be able to #PowerTheChange with Geneco strongly ahead," he added. 

Work is already underway, with The M Makers continuing its social media duties through Geneco’s National Day campaign, “Lost to be found.”

W Communications will assume PR responsibilities with immediate effect, furthering media outreach efforts to spotlight the campaign and its underlying purpose.

Geneco first called the pitch earlier in May, citing that the review aims to find strategic partners that can contribute meaningfully to Geneco's continued brand-building efforts across PR and social. 

The review also comes as it gears up for its next phase of brand and business growth in Singapore. 

Most recently, the company unveiled its "Lost to be found" mental health and wellness initiative in collaboration with local actor and artist Chen Xi. The campaign featured six black and white illustrations that chart a creative and emotional journey through Singapore's green spaces. 

The campaign came as mental health concern among youth continues to grow, with the Institute of Mental Health's 2024 nationwide survey revealing that nearly one-third of young people aged 15 to 35 reported symptoms of depression, anxiety and stress. Yet, only 20% turned to professional services, often due to stigma. 

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