MCI oversees the development of the infocomm technology, media and design sectors, the national and public libraries, as well as the Singapore Government’s information and public communication policies.
Patricia Goh, general manager of SMG, Singapore, said the ministry’s objective to the agency was to help "build a nation of connected people and achieve a better quality of life".
“Beyond media buying, we saw this as an opportunity to create an experience that will unite Singaporeans together in nation building. Our ambition was to build a connected Singapore through shared experiences which we articulated in our proposal,” said Goh.
Brand consultants antics@play has won the creative business from the MCI and has been tasked with the strategic positioning for the ministry as well as through-the-line advertising. Antics@play has previously worked with the MCI on a number of projects.
The win for SMG follows several new business wins for the agency in recent months. In July, Campaign reported that the agency had picked up three new pieces of business including Southeast Asian Games Organising Committee (SINGSOC), OpenHouse and PHS Hair Science. SMG claimed the consolidated size of the three accounts was around US$2.4 million.