CPF hands integrated marketing and creative mandate to McCann Worldgroup

The Central Provident Fund Board has appointed McCann Worldgroup Singapore to develop an overall integrated marketing communications strategy that is aligned with the Board’s messaging narrative from 2023 to 2025.

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.

Don't miss: CPF calls for integrated marketing and creative pitch

McCann Worldgroup Singapore 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.

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, McCann Worldgroup Singapore will also need to review CPF's 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.

“We’re grateful to have been handed the opportunity to help drive CPF’s very important mission - to enable every Singaporean to have a secure retirement and protecting their healthcare and housing needs," said Fathrul Fazakir, the general manager of McCann Worldgroup Singapore. "At McCann Worldgroup, we believe that that the work we do earns a meaningful role in people’s lives every day. And at a time where inflation is generating a lot of uncertainty, there’s nothing more meaningful than helping everyone achieve better financial outcomes at every stage of their lives and feel more confident about their future,” he continued. 

The pitch closed on 10 April 2023.

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