Ministry of Manpower appoints social media content agency 

Singapore's Ministry of Manpower (MOM) has appointed social media content agency Type A to handle creative services for its social media platforms, according to GeBiz documents seen by MARKETING-INTERACTIVE. 

Type A will be tasked with amplifying MOM's key message to developing a productive workforce and progressive workplaces in order for Singaporeans to have better jobs and a secure retirement, it said in contract documents. 

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Some of its responsibilities will include enhancing MOM' brand visibility in the online sphere, reinforcing MOM's position as the go-to authority for all manpower related matters and refining MOM's brand persona to build the public's trust in it through an effective content and engagement strategy.

It will also provide an analysis on MOM's current online audience demographic and content and engagement performance and provide strategic counsel and recommendations on ways to optimise MOM's social content and engagement strategies to cater to its respective platform audiences.

In phase two of the partnership, Type A will be involved in formulating, planning and executing an always-on social media strategy, managing a weekly editorial calendar and will conceptulise, develop and produce a range of creative content including topical campaigns.

It will do so through various communication channels including social media and digital platforms such as Facebook, LinkedIn, YouTube, Telegram and Instagram.

The contract will be valid for a period of one year with the option to extend for up to two additional years.

MOM has been very active on social media as of late, doling out campaigns to protect Singaporeans against scams and ensuing workplace safety. Most recently, MOM launched the Progressive Wage (PW) Mark to reward employers who provide annual wage increases, clear career pathways, opportunities for upskilling and who improve productivity.

The campaign saw multiple influencer-driven marketing videos as well as a PW Mark show that was held at Suntec City in April. The show saw local celebrities such as Annette Lee, Taufik Batisah, and The Daily Ketchup (MOSG) in attendance. 

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