In a significant move to strengthen its commitment to Singaporean workers, the National Trades Union Congress (NTUC) has appointed MullenLowe Singapore as its creative agency on record. The partnership, forged after a competitive pitch, aims to enhance NTUC’s brand awareness and perception as a champion of workers’ welfare, wages, and career prospects.
Under a 27-month retainer, MullenLowe Singapore will craft integrated campaigns spanning ATL (Above the Line), BTL (Below the Line), digital, social media, and event collaterals. This collaboration signifies a shared commitment to empower workers amidst Singapore’s dynamic economic landscape.
A Partnership with a Purpose
MullenLowe Singapore
Part of the global MullenLowe Group and InterPublic Group (IPG), MullenLowe Singapore is renowned for its expertise in brand strategy, creative content development, performance analytics, and integrated marketing solutions. The agency has a proven track record of delivering impactful campaigns across 55 global markets, and it now turns its focus to NTUC’s vision for Singaporean workers.
NTUC
As a confederation of trade unions and professional associations, NTUC plays a pivotal role in enhancing the social and economic well-being of Singapore’s workforce. With 58 affiliated unions, seven social enterprises, and a growing ecosystem of enterprise partners, NTUC remains committed to building an inclusive labour movement for all.
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Voices Behind the Vision
Gonzalo Olivera, Managing Partner at MullenLowe Singapore, expressed enthusiasm about the partnership: “We are honored to have been chosen by NTUC as its creative agency of record. The work they do is incredibly important. As Singapore continues to progress rapidly, workers will always need someone to empower and care for them. We hope to support NTUC in its journey to champion workers in Singapore.”
Shona Tan, Senior Director of Communications at NTUC, added: “We look forward to working closely with MullenLowe to create meaningful campaigns that will resonate with workers in Singapore, reinforcing our belief that every worker matters. Through the campaigns, we want to inspire workers to take action for their careers with us alongside them, and to deliver on our commitment to enhance their lives and livelihoods.”
Why This Matters
As Singapore evolves into a hub of innovation and progress, NTUC’s commitment to empowering workers becomes even more crucial. With MullenLowe Singapore’s expertise in integrated marketing and creative storytelling, this collaboration promises to deliver campaigns that not only inspire but also drive tangible outcomes for workers across the nation.
For more information on NTUC’s initiatives, visit www.ntuc.org.sg.
