The Singapore Ministry of Transport and SkillsFuture Singapore have each awarded social media mandates following competitive pitches with indie agency Bread Butter Bacon and Cheil Singapore winning the accounts.
Creative agency Bread Butter Bacon has won the Ministry of Transport's (MOT) social media agency following a pitch that closed on February 10. The indie shop beat Havas Play, IPG Dxtra, and a total of 19 agencies for the mandate. Singapore-based social media agency One9ninety is the incumbent since 2020.
The one-year contract, valued at S$596,600 (US$468,000) annually, covers strategy, creative, content production and paid media across Facebook, Instagram and TikTok, with an option to extend for up to two years.
Bread Butter Bacon's roster includes Singaporean bank POSB, the Ministry of Manpower, NTUC LearningHub, and ParkRoyal Hotels & Resorts.
Meanwhile, Cheil Singapore has picked up SkillsFuture Singapore’s social media mandate after a pitch that closed on 11 March, beating 20 agencies, including IPG Mediabrands.
SkillsFuture Singapore is the local government agency that leads workforce upskilling and lifelong learning in the city-state.
Cheil's mandate covers online engagement strategy, social media consultancy and planning, and content production. The one-year contract, with options to extend for two subsequent one-year terms running until March 31, 2027, is valued at US$336,000 (S$428,000) per year, totalling US$1 million (S$1.36 million) across the full term.
Cheil Singapore's client roster includes Samsung, 100 Plus, Great Eastern, and Trust Bank.
Source: Campaign Asia-Pacific
