The campaign, aimed at drawing professionals and college students into the teaching profession, will be a mix of print, TV and below-the-line executions. Adspend is expected to reach S$1 million (US$660,500) this year. The one-year contract begins 1 August and MOE has the option of renewing it for another year.
According to a MOE spokesperson, the ministry had chosen not to renew incumbent BrandOne’s contract after one year as it was looking for “fresh ideas”.
“The winning team was picked because we felt that the changes they had proposed for our current campaign fitted in seamlessly and they produced some interesting new strategies,” explained the spokesperson.
The winning pitch was led by Arthur Sung, Maxus’ general manager, and his ex-Y&R colleague Anand A Vathiyar, Up BrandBuzz’s managing director.
The other shortlisted agencies were incumbent BrandOne, Y&R, Ogilvy & Mather, Crush, Publicis, Republic Advertising, Rocket Media and Page Setters Services.
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