Republic of Singapore Navy retains creative agency for third consecutive term

The Republic of Singapore Navy (RSN) has appointed McCann Singapore as its creative agency for a third consecutive term, extending a partnership focused on recruitment marketing that has spanned six years.

The renewal follows a competitive review, making McCann Singapore the first agency to retain the Navy’s creative account for three consecutive terms. The agency will continue to encourage Singaporean youth to consider a career in the Navy, building on its recruitment brand platform, "It’s not cazy, it’s the Navy", which challenges perceptions of military service.

The reappointment follows the launch of "There was a time (when nothing was too crazy for her)" in May 2026. Developed by an all-female creative team at McCann Singapore, the campaign sought to challenge self-limiting beliefs among young women and position the Navy as an attainable and rewarding career choice.

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Daniel Kee, chief creative officer of McCann Singapore, said the agency was grateful for the Navy’s continued trust, adding that working with Singapore’s public institutions represents some of its most meaningful work.

“Being reappointed for a third term is proof that trust is still the most valuable currency in this business, and that we’ve earned it again,” he said.

The renewal adds to McCann Singapore’s public sector portfolio. Earlier this year, the agency was reappointed by GovTech for a second term to provide digital and social media channel management services through McCann Content Studios.

McCann Singapore was also appointed by the Land Transport Authority to develop work encouraging a more empathetic and compassionate commuter community.

Separately, the National Museum of Singapore tasked the agency with driving visitorship and publicising the reopening of the Singapore History Gallery.

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