Health Promotion Board picks new creative agency

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Singapore's Health Promotion Board (HPB) has picked TBWA\ Singapore as its new creative and marketing agency to handle its creative strategy, production, social media, omnichannel marketing work and more.

The results come after a competitive pitch that saw McCann Worldgroup Singapore, Ogilvy Singapore, Publicis Singapore and TBWA\ Singapore going head-to-head.

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The tender was called for a for full-fledged creative and marketing services via a retainer model to conceptualise, plan and implement integrated marketing and communication projects for HPB’s health initiatives.

The tender will cover work including lead agency, creative strategy services, creative production services, social media, behavioral insights, omnichannel marketing and MarTech services and marketing resource secondment and management services.

According to GeBIZ documents seen by MARKETING-INTERACTIVE, the tender will be valid from 4 July 2024 until 31 March 2027 with the option to extend for another three years until 31 March 2030.

TBWA\ will have to provide thought leadership and best practices and formulate data-driven marketing strategies. It will also need to be able to tap into target audience and behavioral insights, be tuned into consumer trends and provide an overarching view of HPB's marketing efforts and cross learnings.

TBWA\ will also need 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 should also have strong social media capabilities and good SEO/SEM and UX/UI experience.

It will be also need to design and implement omnichannel marketing to create a unified and consistent brand experience and be able to provide consultancy advice to HPB on its future needs for creating, developing and executing a robust data strategy for marketing data analytics and drive omni-channel marketing success.

TBWA\ declined to comment when MARKETING-INTERACTIVE reached out.

The results come after HPB's creative and digital marketing services pre-tender qualification stage closed in early January with no applicants shortlisted, due to a change in project requirements, according to a statement by R3 Asia Pacific, HPB's pitch consultant at the time.

At the time, it said that it would be putting up a new pre-tender qualification notice in the second week of January 2024.

The new tender was a two-stage one comprising of a pre-tender qualification and a selective tender.

The qualifying round was the first stage of the selective tendering process. Only up to four shortlisted agencies that were qualified at the pre-tender qualification stage were invited to participate in the selective tender stage as tenderers.

The selective tender, which was subsequently called, closed on 8 April this year.

This marks a change of hands from Publicis Singapore and Pico International to TBWA\. Publicis Singapore and Pico International were appointed to support HPB's integrated marketing activities in 2019 following a pitch for three different agency services – strategic brand lead, creative production specialists, and experiential marketing specialist services.

At the time Publicis Groupe was responsible for conceptualising, planning and implementing all integrated marketing and communication campaigns for HPB’s health initiatives.

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