The National Arts Council looks for creative agency

The National Arts Council (NAC) is looking for a creative agency to support its strategic marketing needs. The contract will be valid from the date of appointment until 31 March 2026.

The scope of work includes arts advocacy strategy, creative production across ATL & BTL, creative execution and evaluation, social media community management, and brand guides. There will be two rounds to the pitching, the first being shortlisting of agencies followed by final pitching.

The vision of appointing a creative agency of record is to move towards standardisation of quality across all NAC projects, said the council. The agency will deliver strategic marketing campaigns and impactful creatives, achieve project management efficiencies with a single creative agency and increase synergies across whole of Council, with cross campaign learnings, especially in support of the “Our SG Arts Plan 2.0”.

There are three pillars under Our SG Arts Plan 2.0 include:

• A Connected Society: A community anchored through shared arts and culture in which everyone can access and enjoy artistic and creative experiences.

• A Distinctive City: Immersing art into spaces where Singaporeans live, study, work, and play. Places and quality of life are transformed through creativity, placemaking and imagination thereby creating a cultural, iconic, and inspiring city.

• A Creative Economy: A thriving arts sector that is seamlessly integrated with other adjacent industries creating employment opportunities, creative industries that are valued, recognised, and contributing positively to the economy and Singapore is transformed into a global creative hub.

The agency will need to pick up end to end creative work taking place on an ad hoc basis across various creative vendors. The appointed creative agency will be expected to work closely with NAC’s current set of agencies and together with NAC’s communications and marketing team, to achieve a holistic integrated approach across paid, owned and earned.  

NAC’s marketing efforts delivers publicity around brand campaigns such as SGCultureAnywhere, arts advocacy such as giving to the arts with Patron of the Arts Awards and stART fund, festivals such as Singapore Art Week, programmes such as Words Go Round and initiatives.

In December last year, the National Arts Council hired former STB marketer Lynette Pang as its chief executive. Pang, a veteran marketers, was brought on board to develop arts and culture policies to nurture Singapore’s creative ecosystem, and positioning Singapore arts globally through international collaborations and partnerships. 

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