The Ministry of Transport (MOT) has appointed Bread Butter Bacon as its social media agency. The contract runs for one year with the option to extend up to two additional years.
As the appointed agency, Bread Butter Bacon will be responsible for strengthening MOT’s online presence and driving engagement across its social media platforms, including Facebook, Instagram and TikTok. This also includes amplifying key transport messages and supporting MOT’s broader communications objectives through content-led storytelling and digital engagement.
According to the tender documents seen by MARKETING-INTERACTIVE, Bread Butter Bacon will be tasked with developing a full social media content strategy and managing ongoing execution. This includes producing an average of 12 posts per month, consisting of carousel posts and short-form video content, as well as designing posters and infographics with a turnaround time of up to 48 hours for certain deliverables.
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The agency will also be responsible for end-to-end community management, including monitoring comments and mentions across MOT’s social platforms, proposing responses where appropriate, and providing same-day alerts on negative sentiment arising from ministry announcements or developments.
In addition, the scope of work includes media monitoring, performance reporting and strategic optimisation. Bread Butter Bacon will be required to deliver monthly reports covering community growth, content performance, engagement metrics and return on investment indicators, alongside recommendations informed by social media trends, case studies and platform developments.
Beyond day-to-day content execution, the agency will be expected to support broader strategic initiatives, including ad-buy planning, influencer collaborations and potential expansion into emerging platforms. This includes identifying suitable key opinion leaders whose audiences and content styles align with MOT’s messaging objectives, as well as recommending posts for boosting based on performance data and budget considerations.
MARKETING-INTERACTIVE has reached out to MOT and Bread Butter Bacon for more.
The appointment comes as various government agencies continue to refresh their digital communications and social media capabilities, with a growing emphasis on content-led engagement, platform optimisation and audience growth across both local and international channels.
Most recently, GovTech has appointed McCann Worldgroup Singapore to provide digital and social media channel management services across its corporate platforms. The contract runs for an initial one-year period, with an option to extend for a further year, bringing the maximum tenure to two years. The appointment covers strategy, content development and daily operations for GovTech’s official channels, which include Facebook, Instagram, LinkedIn, TikTok, X (formerly Twitter) and YouTube. These accounts operate under @GovTechSG, alongside dedicated handles such as @InsideGovTech and @GovTechSingapore.
Additionally, the Intellectual Property Office of Singapore (IPOS) has appointed IPG DXTRA as its new public relations agency. Under the contract, IPG DXTRA will provide PR consultancy and media monitoring services on a retainer basis for one year, with an option to extend for a further year subject to performance and at IPOS’ discretion.
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