Social media pitches by SG govt and statutory boards take over the market

A number of government and statutory boards in Singapore have called for social media pitches on GeBiz in recent times. A check by MARKETING-INTERACTIVE found that these entities include National Library Board, Urban Redevelopment Authority, People's Association, National Heritage Board and government boards Ministry of Transport and Ministry of Manpower. 

Most recently, National Library Board is looking for a social media agency to propose a variety of new content series for its social media channels, develop and create content for Facebook and Instagram, as well as short video reels for social media. The selected agency will also be tasked to develop and execute two growth campaigns through the contract period to drive social media targets for National Library Board. The pitch closes on 23 January 2025. 

In addition, Urban Redevelopment Authority is looking for quotations for social media management platform subscription. It closes on 24 January 2025. The People's Association on the other hand is looking to appoint a social media agency to manage its PAssion card social media channels and develop media-buying strategy and oversee media purchases. The agency will also be tasked to manage contests, giveaways and campaigns on PAssion card social media channels to drive outreach and engagement, as well as conceptualise and produce short-format reels, according to documents seen by MARKETING-INTERACTIVE. The remit will cover for two years, with the option to extend for another year. The pitch closes on 4 February. 

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Government board Ministry of Transport is looking for the provision of social media services for a year, with the option to exercise yearly for up to two more years. The site briefing will be held on 24 January, while the pitch closes on 13 February.

Closing a day later on 14 February is National Heritage Board's search for content marketing and social media management services. The remit is for a period of two years, with an option to extend for two years. The agency will be tasked with social media and digital campaigns, as well as provide creative and design services. 

Finally, the Ministry of Manpower is seeking creative services for its social media platforms. The remit will be for one year with the option for the authority to extend up to two additional years. The search also ends on 14 February, similar to the National Heritage Board. 

This slew of calls comes after several other government and statutory boards ended their pitches, including the Economic Development Board which recently awarded TSLA. The Economic Development Board was on a search for a social media and creative agency to plan, ideate and develop social media content. This is on top of account management services. 

Meanwhile the Ministry of Home Affairs concluded its social media management and analytics tool pitch for Singapore Police Force in August last year. It awarded Meltwater Singapore, over Brandwatch, Emplifi Czech Republic, KATARTIZO, LOCOBUZZ and MTX Singapore Consulting. The People's Association awarded Trelliswerkz and Clozette in December last year following a search for the provision of videography and content creation services for its social media platforms. In addition, it appointed Creativeatwork to manage its social media services for One Punggol. It also named Tranzs Communications as its agency of choice to manage social media for Geylang Serai. 

In November last year, the Ministry of Defence picked Edelman Singapore for social media consultancy services while the Ministry of Trade and Industry picked Redhill Communications for public relations, digital and social media services for public education efforts in India. 

Meanwhile, the Ministry of Culture, Community and Youth is still pending an award for its social media pitch for Outward Bound Singapore. It closed just a few days ago on 16 Jan 2025. 

These pitches come at an interesting time with the Singapore government reportedly considering implementing a legislation which limits the use of social media access to protect young users. This comes after Australia recently passed a law in November last year, banning children under the age of 16 from accessing social media platforms. 

According to The Straits Times, Singapore is in talks with Australian counterparts and social media platforms to understand their views on the matter, said Rahayu Mahzam, minister of State for Digital Development and Information. 

In response to a question in parliament on the effectiveness of such bans, Rahayu reportedly stated that the objective of legislating age limits for social media access is to protect children and youth from its harms. She also added that Singapore shares the same objective with Australia and will continue studying the ban's effectiveness of mandating age limits.  Factors such as how the authorities will evaluate the severity of violations by young users and how to address the shift to unregulated platforms will need to be carefully evaluated, said Rahayu. 

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