Starcom retains WOG master agency role, 38 agencies make the cut

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The Ministry of Communications and Information has appointed 38 agencies to its whole of government media roster for 36 months with the option to extend by 24 months. The tender was first published last October and had three categories: master media agency, panel of media planning and buying agencies, and panel of content publishers. Starcom-led Publicis media solution has been reappointed as the master media agency and named to the panel of media planning and buying agencies. It was appointed in 2018 for the MCI account, then valued at SG$80 million.

Overall, 17 agencies were named to the media planning and buying panel including ADK Connect Singapore, Mediatropy, Spark Foundry, Mediabrands Singapore, OMD Singapore, and GroupM. The roles for the master media agency include overall planning, coordination, execution and evaluation of media buys across digital and non-digital media platforms across the WOG. Meanwhile, the panel of media planning and buying agencies will manage the individual planning, execution, and evaluation of media buys for each customer, across digital and non-digital media platforms.

At the same time, 21 companies were added to the panel of content publishers including Night Owl Cinematics, South China Morning Post, Titan Digital Media, PCCW OTT, Mediacorp, SPH Media, Bloomberg, The Smart Local, Twitch, Our Grandfather Story, SGAG, Viddsee, and TikTok. The selected panel of content publishers will work to meet content and amplification needs for WOG users who might need access to publishers directly for long-term or special engagements. R3 managed the whole of government media pitch which saw more than 40 agencies vying for the account.

This news comes shortly after MCI added 108 agencies to its creative roster last week. Among the list of agencies included DDB Worldwide, dentsu Singapore, TBWA\Singapore, McCann World Group Singapore, Ogilvy Singapore, Tate Anzur, Accenture, and formul8.