"The portal wants to be seen to be taking the leadership role, said Goh Shu Fen, M&C Saatchi's Singapore-based new business director.
The planned campaign will target consumers and the advertising trade, according to Goh.
She said MSN had opted for locally-produced creative because it felt the global ads on offer were not relevant to the Singapore and Malaysian markets.
There was no formal pitch for the business, which was previously held by the portal's internationally-aligned advertising agency McCann-Erickson.
According to Goh, the agency had been speaking for several months with Vincent Sim, MSN (business division) senior marketing manager, and previously a senior marketer at Asia Pacific Breweries, another M&C Saatchi client.
MSN's media business is currently held by Universal McCann and there was no indication of changes ahead.
