IMDA calls creative pitch for social media overhaul

Singapore’s Infocomm Media Development Authority (IMDA) is calling a creative agency pitch to develop and manage its social media content, with the appointed agency expected to sharpen the authority’s digital storytelling across LinkedIn, Instagram, Facebook and TikTok.

The 18-month contract will cover social content strategy, creative development, video production, community engagement and performance optimisation, with the agency tasked with raising awareness of IMDA’s initiatives among businesses, students and professionals, as well as the public and seniors.

At the heart of the brief is a push to position IMDA as an “Architect of Singapore’s digital future”, while making its announcements and programmes easier to understand and more engaging across social platforms. 

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According to tender documents seen by MARKETING-INTERACTIVE, the appointed agency will be expected to develop an integrated content strategy and refresh IMDA’s existing social media playbook, including channel-specific guidelines, tone of voice, visual identity and approaches to community engagement.

The scope will include 252 original social posts, comprising 246 carousel posts and six animated GIFs, alongside 126 adaptations for IMDA’s social channels. Each post will require two visual concepts and accompanying captions for selection.

Video will also form a significant part of the remit, with 65 social media videos required. This will include 39 short-form videos of up to 30 seconds, 21 videos of up to 60 seconds, three animated videos featuring IMDA mascot CODI and two live onsite vox-pop videos.

The agency will also handle five sets of illustrations, as well as two original and 10 adapted banners for key announcements.

Beyond content production, the brief places an emphasis on using audience and performance data to inform creative decisions. The agency will be expected to monitor social conversations and trends, analyse monthly and quarterly performance, and recommend refinements to the content strategy based on what is resonating with audiences.

The agency will also be expected to support day-to-day content management, including publishing approved posts, monitoring social conversations and responding to briefs within specified turnaround times.

IMDA’s pitch comes amid a broader push among Singapore government agencies to sharpen their social media and digital communications, with several public-sector bodies appointing or seeking agencies for social-first work this year.

Earlier in May, the Ministry of Transport appointed Bread Butter Bacon as its social media agency, while the Land Transport Authority concluded its own social media pitch in June. GovTech also appointed To Be Social in March to support social media communications for its Open Government Products unit.

The trend points to government communications moving beyond simply disseminating information, with agencies increasingly looking to creative partners to develop platform-specific content, build engagement and translate complex public-sector initiatives into more accessible storytelling.

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