Publicis Media led by Starcom wins whole-of-government media business worth S$80m

A consortium of agencies that came together under Gov@Publicis Media, led by Starcom Media has won a pitch for the Singapore whole-of-government media tender. The scope of business includes all government ministries, statutory boards and organs of state. Director of the national marketing office at the Ministry of Communications and Information Dr Claire Tan said, “The total estimated contract value is S$80m.”  The MIC believed that working with a Master Media Agency (MMA) would generate savings through economies of scale and extract greater value for use of public funds.

Dr Tan said, “Aggregating advertising buys is a common practice adopted by governments elsewhere, including the UK and Australia, and by some private companies too.” Price competitiveness, media buying capabilities, and proven track records of six tenderers were considered before the final decision was taken.

The Starcom Singapore MD Ian Loon said, “We are extremely excited to be part of this inaugural effort by MCI, working closely with multiple government agencies and bodies in realising greater synergy, cost-efficiency, and impact on media buying for public communications in Singapore. Starcom is ready to embrace the challenge to collectively succeed with the right talent and scale from our Gov@Publicis Media consortium backed by Zenith, Performics and our Publicis Media Practices.”

Dr Tan said that the MCI has already appointed a panel of 15 agencies to be part of the  “Whole-of-Government media buys framework to cater to the differing media buying needs and budgets of government agencies.” She added, “We look forward to working closely with the appointed MMA and various media industry partners. We hope to achieve better coordinated media buys so as to save taxpayers’ funds.”


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