Gambling Regulatory Authority picks new agency for social media duties

Singapore's Gambling Regulatory Authority (GRA) has picked digital agency AKIN to handle its social media initiatives in Singapore, following a pitch called in January 2024. The length of appointment is for two years, with the option to extend for another year.

This partnership marks a significant step in GRA's digital communications journey to raise awareness of the role of GRA and increase the visibility of the GRA brand, it said in a statement. 

The agency’s responsibilities will extend across a broad spectrum of creative and content duties, designed to foster a more informed public by communicating GRA’s key messages
effectively and engagingly.

As part of its efforts, AKIN will focus on humanising the GRA brand by highlighting the relatable aspects of GRA’s work and fostering connection and engagement with the general public.

This initiative will bring GRA’s mission to life through content broadly categorised into three key pillars: educational, human feature, and updates.

Educational content will clarify gambling regulations and correct misconceptions, aiming to increase public understanding and knowledge.

Human feature content will showcase the inspiring dedication and professionalism of GRA’s team, fostering a deeper connection with the community. Updates will provide timely
and engaging information on developments within the gambling regulatory landscape, ensuring stakeholders and the public remain well-informed and connected.

Through these efforts, AKIN and GRA together envision creating a vibrant social media presence that resonates with the community and elevates the GRA’s brand, it said. 

To achieve this, AKIN will help initiate GRA’s presence on Instagram and Facebook and provide a comprehensive and integrated social media approach to educate and raise awareness of the GRA's role and function. In doing so, it will support the GRA to builds public trust with the general public and industry stakeholders. 

The agency will have to deliver the social media strategy including concepts, art direction and produce four original Instagram and four original Facebook posts for approval, within three weeks from the first meeting with GRA, according to GeBIZ documents seen by MARKETING-INTERACTIVE early this year.

The agency will also be required to evaluate the social media strategy from time to time, and minimally on an annual basis, to assess the need for any re-alignment.

The scope of work for the tender includes strategy and concept development, content development, audience and engagement monitoring, channel reporting, advertisement buys and video production. 

To do so, the agency will need to provide a social media team that possesses expertise in project management, account servicing, strategy planning, creative content development and technical knowledge in the use of social media tools.

“We are thrilled to be chosen as the creative force behind GRA's new social media front. Our team is excited to employ our expertise in content creation to develop compelling narratives that resonate with the community and elevate GRA’s presence on social media,” said Arvin Tang, managing director, AKIN.

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