The government organisation, part of the Ministry of Defence, called for a pitch in August 2012. VML Qais was the incumbent on the account. However, the agency did not participate in the pitch for Total Defence as it wanted to focus on ciNE65, a short-film competition for Singaporeans. Both Total Defence and ciNE65 are initiatives of Nexus, an organisation which raises awareness on defence issues.
The Ministry of Defence also called for a public relations pitch. Independent agency Tate Anzur has secured Total Defence's PR duties.
Wild Interactive has begun developing the online engagement campaign for Total Defence 2013 around the theme ‘Will you stand with me?’
"Online engagement is a key focus for next year's Total Defence campaign,” said Lee Kai Xin, co-founder of Wild Interactive. “Besides driving positive online buzz, we have been tasked with increasing social participation and engagement through a campaign website, a Facebook app and influencer engagement,” he added.
"This is a big win for Wild Interactive and together with [the ministry], we want to engage Singaporeans on Total Defence, and, get them to understand that it is very much a part of our lives,” said Yeo Ai Ling, managing director and co-founder of Wild Interactive
The campaign will run for three months from January 2013.
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