Health Promotion Board picks pitch consultant ahead of marketing tender

Singapore's Health Promotion Board (HPB) has 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 will be required to evaluate the effectiveness of HPB's 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 will also be 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 on-boarding of the appointed marketing agency or agencies and ensure a smooth transition.

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The contract will be 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.

The appointed agency or agencies will then be required to deliver a detailed integrated marketing communications strategy for HPB for three years until 2025. Proposals should take into consideration consumer insights and should include a review of existing marketing communication efforts, how the proposed marketing communications strategy addresses listed challenged and the Board's intended communications outcomes which should be aligned with the strategic messaging framework. 

Deliverables will include print, audio, video, out-of-home and collaterals such as brochures, infographics and posters. 

MARKETING-INTERACTIVE has reached out to HPB and R3 Asia Pacific for a comment. 

HPB has been active in its health campaigns in Singapore over the years with its most recent being a sodium reduction campaign held towards the end of last year to educate the public on the health concerns associated with high sodium intake and to encourage consumers to switch to lower-sodium alternatives labelled with the Healthier Choice Symbol.

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