IMDA picks Tate Anzur to promote Singapore Media Festival

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Singapore's Info-communications Media Development Authority (IMDA) has appointed Tate Anzur for PR duties to promote the Singapore Media Festival and Singapore media content. This comes after a pitch called in July, which saw five other competing agencies. The agencies involved were LEWIS Public Relations, Ogilvy Singapore, Redhill Communications, Equatre, and Kreab.

According to a tender document by IMDA, the appointment is for one year with an option to extend for another year. Tate Anzur is tasked to develop a strategic communications plan and key message framework for the Singapore Media Festival. It will also be responsible for managing media and stakeholder relations. Other duties include developing of content, writing, and translation of press materials, as well as organising media conference and engagement sessions.

In a statement to Marketing, Yvonne Li, director of Tate Anzur, said: "Despite the uncertainty and challenges of 2020, the media landscape in Singapore and the region continues to evolve rapidly, with rising waves of creativity and growth opportunities in this sector. We're glad to continue our work with IMDA and Singapore Media Festival to amplify the meaningful content and voices of our Asian storytellers."

The Singapore Media Festival is slated to be held from mid-November to December this year. It is an annual event that brings together media professionals such as filmmakers, TV producers, programme buyers, digital content creators and celebrities, as well as members of the public. In 2020 and 2021, the festival and its constituent events are likely to place in virtual or hybrid (a combination of physical and virtual) formats. According to its official website, the Singapore Media Festival brings together various media events such as the Singapore International Film Festival, Asia TV Forum & Market/ScreenSingapore, Asian Academy Creative Awards, and Singapore Comic Con and Vidcon Asia Summit. Tate Anzur has been handling PR duties for Singapore Media Festival since 2016.

Aside from IMDA, some of the brands that Tate Anzur has worked with include Google, National Heritage Board and UNIQLO. It has also previously partnered the Urban Redevelopment Authority of Singapore for light art festival iLight Singapore.

In December last year, IMDA announced that it was setting aside SG$20 million in its call for media fund partners to jointly support projects and provide access to opportunities in the region. As part of its efforts to uplift the capabilities of media talent and to enhance the vibrancy of Singapore’s media ecosystem, IMDA is partnered with HOOQ, CJ ENM Hong Kong, Viacom International Media Networks (VIMN) , and Tencent/VS Media for "Made with Singapore" content. This is in a bid to raise the capabilities and expand the business networks of local media companies and talent. The initiative was launched to support collaborations between Singapore media companies and international media players on digital-first public service content projects.

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