Marketing Interactive – The Ministry of Communications and Information has appointed 38 agencies to its whole of government media roster for 36 months with the option to extend by 24 months. The tender was first published last October and had three categories: master media agency, panel of media planning and buying agencies, and panel of content publishers. Starcom-led Publicis media solution has been reappointed as the master media agency and named to the panel of media planning and buying agencies. It was appointed in 2018 for the MCI account, then valued at SG$80 million.
Overall, 17 agencies were named to the media planning and buying panel including ADK Connect Singapore, Mediatropy, Spark Foundry, Mediabrands Singapore, OMD Singapore, and GroupM.
R3 managed the whole of government media pitch which saw more than 40 agencies vying for the account.