CPF calls for integrated marketing and creative pitch

The Central Provident Fund Board is on the hunt for an integrated marketing and creative agency. According to the tender document seen by MARKETING-INTERACTIVE, the appointment will be for one year with an option to extend for a further two years. However, the duration of the contract shall not exceed three-years.

The agency will be tasked to develop an overall integrated marketing communications strategy that is aligned with the Board’s messaging narrative from 2023 to 2025. This includes the use of TVC, print, video, social, audio and many others.

The chosen agency will need to conceptualise, implement and manage the integrated marketing campaigns, primarily the annual Retirement Planning Campaign, and undertake the creative execution for other supporting initiatives such as roadshows and digital festivals. This campaign will be launched in October this year with at least three months of heightened publicity.

Don't miss: KFC Singapore wraps up juicy creative pitch 

The agency will also need to support and reinforce CPFB’ brand purpose and meet the following key business objectives: 

a) Improve members’ understanding of CPF’s role in their lives and in times of uncertainties, and help members appreciate and see CPF as a fundamental aspect of their retirement planning

b) Improve perceptions and sentiments towards CPF at every member’s life stage (tracked on a regular basis)

c) Encourage more CPF members to take actions that can help improve their retirement readiness

When it comes to strategising a three-year marketing plan, CPF is also looking for a partner that can review its current strategic communications message framework, current marketing communication strategies and initiatives by the Board, and propose how the marketing initiatives can be sustained over time, in line with the stated objectives. The strategy should consider how this can be coherent across all owned and paid communication channels and marketing platforms

The pitch is set to close on 10 April 2021.

Related articles:
The National Arts Council concludes creative pitch
Sun Life concludes media pitch for APAC region
Decathlon picks new media agency for SG market