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NETS calls pitch for four agencies to handle $1.5m marketing account

Singapore e-payments giant Network for Electronic Transfers has called a major pitch to appoint four agencies to oversee its creative and a media duties.

NETS has worked with M&C Saatchi and Havas on creative and media respectively since March 2016. However, the company has now decided to split the accounts into four separate responsibilities with a total marketing value of S$1.5 million.

These duties are as follows:

Strategic brand agency – budget: $250,000
Social engagement agency – budget: $150,000
Creative production (BTL) agency – budget: $100,000
Media agency – media booking value $1 million

Despite the budget listed, NETs said it would be advantageous for the creative production agency to have a ‘competitive rate card’. It listed the agency requirements in the below announcement:

Strategic brand agency
The prospective agency would be one which specialises in strategising brand efforts for NETS and its suite of products. This is a vital element as it sets a definition for the organisation to gain competitive advantage in driving both brand value and business results. The role of the agency is to propose ideal branding strategies for the briefed KEY effort to derive a key brand message. This will then be applied to marketing campaigns to spread that message in collaboration with the other agencies on record.

Social engagement agency
The prospective agency would be tasked to ideate and execute social engagement ideas to help NETS achieve its objectives for the brand or product launch across the four social platforms available currently Facebook, Instagram, YouTube and LinkedIN. Community management is key as well along with the ability to remain up to date with current market developments especially around our direct competitors. We are looking for agencies that are willing to think out of the box to elevate NETS and break through the social clutter. Agency will be expected to work seamlessly with our other agencies to deliver the campaign socially.

Creative Production (BTL) Agency
The prospective agency would “churn” the creative requirements of NETS for implementation in multiple formats covering static and digital display, video, etc as needed in the marketing campaign. The agency will be tasked to conceptualise and develop key visual to be adapted to various formats for the specific campaign effort. Creative output will be primarily used for digital and social ad platforms,

Below-the-line and OOH. A strong local clientele creative portfolio and competitive rate cards will be advantageous. Agency will be expected to work seamlessly with our other agencies to deliver the campaign deliverables.

Media Agency
The prospective agency would be tasked to provide media strategies, planning, buying and implementation for an integrated marketing communication with cost effectiveness and efficiency. NETS is looking towards a dominantly digital and social media approach with the occasional Out-of-Home and broadcast media use for certain key products. Agency is also expected to provide timely campaign analysis with recommendations to better the effort. Agency will be expected to work seamlessly with our other agencies to broadcast the campaign to the audience.

The appointment will last for one year with an option to extend for another year.

NETS’ head of strategic marketing and communications Shabirin Ariffin said: “As NETS develops and promotes digital payment solutions for everyone in Singapore, we want to reflect a similarly digitally focused effort in our marketing activities. We look forward to partnering with agencies which are keen to work with us to drive the Smart Nation vision in Singapore.”

The RFP deadline ends on October 2 and  agencies will be expected to present their respective proposals later that month.

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