MDDI seeks contractor to evaluate WOG media buying agency

Singapore’s Ministry of Digital Development and Information (MDDI) has called a tender to appoint an independent contractor to review the performance of its media buying agency under the Whole of Government (WOG) media buying framework, as seen on Gebiz by MARKETING-INTERACTIVE. The tender closes on 2 February 2026.

Issued by the National Marketing Office (NMO), the tender seeks a comprehensive evaluation of the media buy agency’s compliance, financial accuracy and media delivery under the WOG Media Buying Services Period Contract and Framework Agreement.

The review will cover government campaigns executed in Singapore over a period of up to two years, from 1 January 2023 to 31 December 2024. According to tender documents, the exercise aims to ensure transparency, accountability and value in the management of government paid media investments. 

The tender document outlined that the contractor should have the relevant experience in media buy management review or similar project scope. The proposed project team of up to five key personnels should include a business lead and members with experience in marketing governance and media compliance services, and preferably with over fifteen years of experience in such projects. 

The appointed contractor will be required to examine purchase orders raised under the framework and assess the media buying agency’s adherence to contractual obligations, financial controls and delivery commitments.

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NMO, which sits within MDDI’s public communications division, coordinates marketing and communications efforts across government agencies. Its role includes establishing governance mechanisms to improve campaign effectiveness and cost efficiencies, including aggregating demand for paid media buying across WOG through the media buying framework.

While the review will be conducted primarily on-site at the media buy agency’s offices or where systems and documents are housed locally, remote reviews may be permitted provided data security, confidentiality and review integrity are maintained. Tenderers are also required to declare any potential conflicts of interest that could compromise their independence.

The tender comes as numerous other government bodies and agencies have wrapped up pitches. Earlier this year, Singapore Tourism Board (STB) renewed its partnership with Maker Lab, appointing the in-housing agency as its outsourced creative team for social media for a further two years.

At the same time, Singapore's Ministry of National Development (MND) is seeking an agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO). MARKETING-INTERACTIVE first reported the tender in August 2025. As of now, MND has not disclosed whether an agency has been appointed.

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