Design Singapore Council (Dsg) is looking for a media agency to promote its initiatives and programs, with a focus on Singapore Design Week (SDW). According to the call for tenders seen by INTERACTIVE-MARKETINGthe appointment will run from July/August to October 2022. Dsg is a subsidiary of the Singapore Economic Development Board.

Dsg will allocate a maximum of S$90,000 for the entire contract and through the proposed media buying strategy, the appointed agency will complement marketing efforts to raise awareness and positive perception of SDW as a design festival of the world’s leading creative event, UNESCO Singapore. Creative City of Design and positions Dsg as Singapore’s national design agency.

The scope of work includes strategic media planning services, service implementation and coordination, and assessment services. The Contractor, in writing, must provide the following, but not limited to, media plans, post-campaign analysis report and monthly usage reports.

According to the RFP, KPIs include achieving a total reach of 2.5 million across all social posts, both paid and organic, with 10% acquisition to land on website visits. The nominated agency is also expected to help Dsg’s main website and SDW garner 250,000 website visits (paid and organic).

These KPIs will be shared with the integrated marketing agency designated by Dsg and both agencies should work closely together to achieve the KPIs, keeping in mind that the total spend must be within the allocated budget. In the event of non-compliance with the KPIs at the end of the contract, both agencies will be responsible for developing appropriate content assets, implementing media buy management to achieve the KPIs at no additional cost to Dsg.

Dsg will host a strategic work plan meeting with media and integrated marketing agencies to finalize the plan which will include but not be limited to the final set of KPIs, a schedule of content pillars including the execution schedule and the finalized media plan. Agencies will be evaluated primarily on price competitiveness, followed by the quality of the proposed media plan, and the track record of the agency and its proposed account management team, the tender said.

Dsg aims to promote Singapore as an innovation-driven economy and a liveable city through design by 2025. It aims to develop the design sector, help Singapore use design for innovation and growth , and to improve life in this UNESCO Creative City of Design.

His work revolves around three axes. First, it helps organizations and businesses use design as a strategy for business growth and for excellent public service delivery. Second, Dsg nurtures industry-ready talent skilled in design and innovation, and engenders a design-driven workforce for the future economy. Third, it advances the Singapore brand by increasing design appreciation on the ground, helping local design talent and businesses go international, and building emotional connections with people around the world.