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MAS selects Edelman Singapore as its social media agency in S$682,800 deal

The Monetary Authority of Singapore (MAS) awarded Edelman Singapore a two-year, S$682,800 social media contract on 14 October 2024. Edelman will oversee content management, strategy development, and crisis communication for MAS, helping the central bank engage a broad audience both locally and globally.

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The Monetary Authority of Singapore (MAS) has awarded Edelman Singapore a two-year social media contract, valued at S$682,800, with the option to extend the agreement for an additional year.

The tender was officially awarded on 14 October 2024, according to records from the Government Electronic Business (GeBiz) portal. Edelman was selected from a pool of 25 bidders, whose offers ranged from S$179,400 to S$1,071,360.

Edelman Singapore is led by Julia Wei, CEO, with Warren Fernandez, former Editor-in-Chief of The Straits Times and now CEO of Edelman Asia Pacific, overseeing regional operations.

Under the terms of the contract, Edelman will manage MAS’s social media presence, content production, strategy development, and performance reporting. MAS, Singapore’s central bank and financial regulator, aims to strengthen its engagement both locally and internationally through this partnership.

The social media agency will focus on various target audiences, including the general public, financial institutions, investors, academics, and other central banks.

Edelman will deliver at least six monthly posts across LinkedIn, X (formerly Twitter), and YouTube, amplifying MAS’s initiatives and enhancing its public image. The content will cover MAS’s activities, updates, and recruitment efforts, while positioning MAS as a prominent employer in the financial sector.

In addition to content creation, Edelman will develop an ongoing social media strategy that aligns with MAS’s broader communication objectives. The agency will provide monthly and annual reports, offering insights into audience demographics, post performance, and overall sentiment. These reports will help MAS refine its social media strategy and benchmark its efforts against other central banks and financial institutions.

The contract also includes crisis communication support, with Edelman providing 24/7 assistance in managing MAS’s public image during urgent situations. The agency will facilitate the timely release of statements and updates as needed.

Edelman’s role also includes handling content creation and production in various formats, such as infographics, GIFs, videos, and static images. The agency will work closely with MAS’s internal teams and external vendors to deliver high-quality content tailored for each platform. LinkedIn will be the primary platform, but Edelman will also repurpose content for X and YouTube to maximise reach and engagement.

To support MAS’s day-to-day social media operations, Edelman will manage all platforms seven days a week. This includes posting approved content, monitoring audience engagement, and addressing comments or queries promptly. The agency will provide daily updates to MAS and propose suitable responses where necessary.

Additional services outlined in the contract, which are chargeable only if the option is exercised, include photography and videography for MAS events, with edited images delivered within two hours and videos provided by the following day. Edelman will also create both simple and detailed infographics for MAS’s social media platforms, website, and media distribution.

This new partnership is expected to enhance MAS’s communication efforts and broaden its digital presence, both within Singapore and internationally. By leveraging Edelman’s expertise, MAS aims to remain connected with key stakeholders and strengthen its role in promoting Singapore’s financial sector.

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