Ministry of Manpower appoints Dentsu for promotion of older workforce drive in Singapore

The tender was first called in October last year. Dentsu Singapore will be charged with developing integrated communications including through-the-line advertising, direct marketing and other promotional activities.

The campaign will target chief executives, senior management, HR directors and line managers with the aim to promote and sustain awareness of the employment, re-employment and retention of the city-state’s older workforce, aged 55 years and above.

Last December, MOM appointed DDB as its creative agency to market Singapore’s workforce to the international business community while Leo Burnett won a brief to promote work-life balance among Singaporeans.