Tote Board picks agency to lead social media push

Tote Board has appointed That Marketing Guy to handle its social media content production, marketing, and management for the next year, with an option to extend for another.

The move comes as the statutory board aims to strengthen its digital presence and better engage audiences across Instagram, LinkedIn, and Facebook.

The agency will be responsible for creating integrated, creative content that reflects Tote Board’s mission of building a caring and resilient Singapore, according to tender documents seen by MARKETING-INTERACTIVE. This includes day-to-day content planning, monthly editorial calendars, reels and video posts, visual storytelling of grants and partnerships, and community management.

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Key deliverables for That Marketing Guy will include content strategy and style guides, creative production for posts and videos, photography and videography, as well as paid media planning and analytics. The agency will also monitor and manage conversations across platforms, responding to comments and queries while safeguarding Tote Board’s credibility and reputation.

“We are thrilled to partner with Tote Board and support them in showcasing the incredible social impact they deliver. This partnership highlights our agency’s focus on creating positive change through compelling storytelling. This new collaboration builds on a strong foundation of purpose-driven work,” said Will Lee, managing director, That Marketing Guy.

The Tote Board joins That Marketing Guy’s list of new clients in 2025, including Mandai Wildlife Reserve to support conservation mission on social media and the Singapore Red Cross for an integrated campaign to raise awareness for blood donation amongst younger Singaporeans.

It also joins the agency’s long-standing relationships with the Singapore Prison Services and Yellow Ribbon Singapore.

“We are excited to bring this same passion and expertise to our work with Tote Board,” added Lee.

The Tote Board is not the only statutory boards to outsource creative and digital capabilities as of late. The Singapore Tourism Board (STB), for instance, is currently seeking an outsourced creative production team to manage its digital content needs. The initial contract runs from February 2026 to February 2028, with an option to extend for another year.

Agencies are invited to pitch teams capable of producing social, graphic, video, and digital assets across platforms including Instagram, TikTok, Facebook, LinkedIn, YouTube, Google, VisitSingapore.com, and print. The appointed contractor will work closely with STB’s marketing activation unit and will assume full responsibility for manpower management, recruitment, and compliance with employment laws.

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