Health Promotion Board calls for creative and digital pitch

Singapore's Health Promotion Board (HPB) has called a pitch to find a creative and digital agency to support its integrated marketing and communication projects. The tender will be awarded under a retainer model for a period of three years with an option to extend for another three years, according to GeBIZ documents seen by MARKETING-INTERACTIVE. 

This is a two-stage tender comprising of a pre-tender qualification and a selective tender with the qualifying round being the first stage of the selective tendering process. Only four shortlisted agencies that have been qualified at the pre-tender qualification stage will be invited to participate in the selective tender stage as tenderers, it said. 

A selective tender will be subsequently called for full-fledged creative and digital agency services via a retainer model to conceptualise, plan and implement integrated marketing and communication projects for HPB’s health initiatives for a period of three years from 1 April 2024 until 31 March 2027 with the option to extend for another three years till 31 March 2030.

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The selective tender will cover strategic marketing services, creative production, social media, behavioural insights and MarTech services with more details being provided at the pre-tender qualification briefing on 14 September. 

According to GeBIZ documents, the selected agency will need to provide thought leadership and best practices, formulate data-driven marketing strategies, be able to tap into target audience and behavioural insights, be tuned into consumer trends and provide an overarching view of HPB's marketing efforts and cross-learnings.

The agency will also have to be able to create cut-through creatives, leveraging on technology where possible, provide innovative, on-trend creatives that resonate with target audiences and generate ideas that work across multiple channels, especially digital and social formats. It will also have to have strong social media capabilities including crisis management, community management, social listening and content.

This comes shortly after HPB appointed global marketing consultant R3 Asia Pacific to conceptualise, plan and implement integrated marketing and communication campaigns for HPB's various health initiatives.

According to GeBiz tender documents seen by MARKETING-INTERACTIVE, R3 Asia Pacific was required to evaluate the effectiveness of HPB's existing marketing agency’s contracts, conduct a needs analysis of key stakeholders and provide industry insights while supporting HPB in structuring and implementing the best practices in agency models, agency performance management, remuneration models and team structures to achieve operational efficiencies and cost-effectiveness.

It was also required to assist HPB in the drafting of the detailed tender specifications, price schedule and evaluation criteria as well as the evaluation of the tender proposals. They will offer industry insights and benchmarks while also facilitating the onboarding of the appointed marketing agency or agencies and ensure a smooth transition.

The contract is valid for a period of 12 months from the date of the invitation to quote (ITA) award and a detailed execution timeline based on the assumption that the tender process, including the on-boarding of the appointed agency or agencies, is expected to be completed latest by March 2024, according to documents provided when HPB called for the pitch in March.

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