GovTech picks agency to manage digital and social media channels

GovTech has appointed McCann Worldgroup Singapore to provide digital and social media channel management services across its corporate platforms. The contract runs for an initial one-year period, with an option to extend for a further year, bringing the maximum tenure to two years.

According to tender documents seen by MARKETING-INTERACTIVE, the appointment covers strategy, content development and daily operations for GovTech’s official channels, which include Facebook, Instagram, LinkedIn, TikTok, X (formerly Twitter) and YouTube. These accounts operate under @GovTechSG, alongside dedicated handles such as @InsideGovTech and @GovTechSingapore.

In a statement to MARKETING-INTERACTIVE, Liza Lorenzo, social director, McCann Content Studios said, "We're proud to continue our partnership with GovTech. This reappointment reflects the trust built over the past few years, and the shared progress we’ve made together."

"GovTech's work touches everyday moments in the lives of people in Singapore, which means its social presence needs to be always-on, relevant, and native to the platforms where people already are," she added. 

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Lorenzo noted that the next year will focus on deepening the partnership with GovTech, with an emphasis on long-term collaboration, trust, and a shared commitment to improving public services and outcomes for citizens.

Under the scope of work, McCann Worldgroup Singapore will be responsible for developing social media strategies aligned with GovTech’s broader communications objectives, content planning and production, audience engagement, daily channel management, performance measurement and reporting, as well as trend monitoring and crisis alerts.

Moreover, the agency is expected to support GovTech across five key content pillars including tech education and thought leadership, promotion of products and services, corporate branding and goodwill, employer branding, and community outreach. The latter includes driving participation in initiatives such as the Tech Kaki community and TechNews newsletter sign-ups.

Content responsibilities span a mix of formats, including static posts, carousels, short-form videos, GIFs and longer-form live action videos. The contract also outlines a flexible “credit system” for content production, allowing GovTech to allocate output across formats based on monthly needs.

Operationally, McCann will be responsible for monitoring GovTech’s social media channels, managing community engagement and responding to queries, while escalating emerging or potentially sensitive issues when required. It will also support crisis response efforts for urgent incidents, including major service disruptions.

The agency will also be responsible for monthly reporting on channel performance, including engagement metrics, sentiment analysis, benchmarking against competitors, and recommendations to improve content effectiveness. Quarterly insights on digital trends and case studies are also part of the remit.

Beyond core services, GovTech may also activate optional workstreams, including influencer engagement, video production, podcast creation, paid media support, training sessions and audit and research services.

GovTech has also made other recent agency moves. In March, the Government Technology Agency appointed To Be Social as its social media agency to support communications for Open Government Products (OGP), an experimental tech unit focused on building tools for public officers and citizens.

The appointment came as OGP sought to broaden awareness of its work beyond the technology community, where familiarity with its products has largely been concentrated. It was also aimed at increasing public trust and visibility, expanding reach beyond core tech stakeholders, and strengthening its digital storytelling through more accessible and consistent content.

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