The Singapore Economic Development Board (EDB) and Enterprise Singapore (EnterpriseSG) are seeking a content marketing and communications agency to strengthen their digital engagement with Chinese business audiences.
According to tender documents seen by MARKETING-INTERACTIVE, the appointed agency will provide strategic counsel and manage content operations for the agencies’ joint WeChat official service account and channels account.
Furthermore, the tender seeks to position Singapore as an attractive destination for investment and innovation, while promoting Singapore companies as trusted partners for Chinese enterprises looking to expand internationally.
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Under the scope of work, the winning agency will be tasked with developing an annual content marketing and communications strategy, producing and publishing at least 12 articles and two videos a month, and managing regular media monitoring, community engagement and performance reporting.
The agency will also be expected to provide strategic recommendations to deepen engagement on WeChat and explore expansion onto other Chinese digital platforms such as Zhihu, Bilibili, Xiaohongshu and Douyin.
As part of the mandatory retainer, the agency must deliver a minimum of 36 original articles, 108 translated or adapted articles, four newly produced videos and 20 videos created from existing assets each year.
Additional responsibilities include media relations support, crisis and reputation management, localisation of English-language content into Mandarin, and optimisation of WeChat content through SEO, tagging and customer relationship management integration using JING Digital.
Optional project work may include campaign ideation and execution, ad-hoc creative development, media partnerships, expansion into new platforms and proactive media pitching.
The tender requires agencies to demonstrate fluency in English and Mandarin, strong experience working with multinational B2B companies and government organisations, and a deep understanding of China’s marketing and communications landscape.
The tender comes as EDB continues to step up its global brand storytelling efforts to engage overseas business audiences.
EDB’s marketing efforts are global in scope, reflecting Singapore’s need to attract investments from a diverse range of markets including the US, Europe, Japan and China. Its recent March 2025 campaign, “Your business needs Singapore“, developed in collaboration with The Secret Little Agency (TSLA), sees the agency position Singapore as a stable and trusted base for companies navigating global uncertainty.
The one-minute film highlighted how Singapore’s predictability and safety provide a foundation for bold innovation, contrasting global volatility with the country’s business environment. It also featured examples of local innovation and reinforces the message that trust and stability remain central to Singapore’s value proposition.
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