MOM picks new social media agency

The Ministry of Manpower (MOM) has appointed creative agency Bread Butter Bacon to manage its social media communications strategy.

The appointment will see the agency oversee MOM’s social media accounts across Facebook, LinkedIn, YouTube, Telegram, Instagram and TikTok. Bread Butter Bacon will be responsible for formulating and executing an always-on social media strategy, developing content in multiple formats including infographics, static posts, carousels, Instagram Stories and short-form videos, while ensuring content is tailored to each platform’s audience.

According to tender documents seen by MARKETING-INTERACTIVE, the agency will also provide strategic counsel on optimising engagement strategies, advise on media buying in collaboration with MOM’s appointed vendor, and recommend ways to maximise reach by leveraging platform algorithms.

Don’t miss: Ministry of National Development calls creative, marketing and social media pitch for MSO 

On the content front, Bread Butter Bacon will manage a monthly editorial calendar, publishing at least 12 posts and up to four short-form videos per month. These will include original, adapted and curated content, as well as topical campaigns and trend-led content designed for TikTok and Instagram Reels.

Community management will form another key component of the mandate. The agency will provide daily monitoring reports, flag sensitive or high-traction comments, and draft responses for MOM’s approval where needed.

Regular performance management reports will also be delivered to track KPIs and refine strategies based on analytics, alongside updates on emerging social media trends.

Additionally, the agency will support third-party management by identifying relevant online communities and content creators, sourcing quotations, and managing approved collaborations or production partners

Optional add-ons such as creative campaigns and social activations may also be activated to complement MOM’s social strategy.

The appointment comes as several statutory boards and ministries in Singapore are actively calling for fresh agency partners. Most recently, the Singapore’s Ministry of National Development (MND) launched a tender seeking an agency to provide creative, marketing and social media management services for its Municipal Services Office (MSO).

The 12-month contract, with the option of two yearly extensions, aims to raise awareness and drive adoption of the OneService app and chatbot, educate the public on municipal issues and residents’ roles, and build an engaged community around MSO’s platforms through targeted content, sentiment monitoring and audience engagement.

Accelerate your brand’s growth with AI-first strategies, emerging tech and data-driven experiences. Join 500+ marketing leaders at Digital Marketing Asia 2025 Singapore on 24–25 September to uncover transformative trends, real-world wins and powerful ideas for 2025 and beyond.

Related articles:  
National Council of Social Service picks new digital marketing agency  
National Council of Social Service concludes creative pitch 
Ministry of Transport calls pitch to drive brand strategy