MCCANN SINGAPORE SECURES THIRD TERM AS NAVY’S CREATIVE PARTNER

McCann Singapore has been reappointed as the Republic of Singapore Navy’s creative agency for a third consecutive term, marking six years of collaboration. The milestone underscores the agency’s success in recruitment marketing, including award-winning campaigns that challenge perceptions and inspire youth, while reinforcing its trusted role across Singapore’s public sector.  

McCann Singapore has won the mandate to continue as the Republic of Singapore Navy’s creative agency, securing the account for a third consecutive term. The renewal extends a partnership that has already spanned six years, during which the agency has played a pivotal role in shaping recruitment marketing for the Navy and positioning it as a career of choice among Singaporean youth.  

The appointment follows a competitive review process and marks the first time an agency has retained the Navy account for three consecutive terms. It reflects McCann Singapore’s deep understanding of the Navy’s goals and audiences, as well as its ability to deliver work that moves young people from consideration to action. Central to this success has been the award-winning recruitment brand platform It’s Not Crazy, It’s the Navy, which challenged perceptions of naval careers and set a benchmark for defence marketing in Singapore.  

Earlier this year, McCann Singapore launched There Was a Time (When Nothing Was too Crazy for Her), a women’s recruitment campaign developed by an all-female creative team. The campaign reframed the Navy as an attainable and rewarding career choice, tackling self-limiting beliefs held by young women and broadening the Navy’s appeal. The initiative demonstrated the agency’s ability to combine cultural insight with creative execution, ensuring the Navy’s recruitment efforts remain relevant and resonant.  

The renewal also reinforces McCann Singapore’s long-standing role as a trusted creative partner to Singapore’s public sector. Beyond the Navy, the agency has built a robust portfolio of government clients. In May, McCann Content Studios was reappointed by GovTech to manage digital and social media channels across platforms including Facebook, Instagram, LinkedIn, TikTok, X and YouTube. The agency was also appointed by the Land Transport Authority to develop campaigns encouraging empathy and compassion among commuters, and by the National Museum of Singapore to drive visitorship and publicise the reopening of the Singapore History Gallery.  

Daniel Kee, Chief Creative Officer of McCann Singapore, described the reappointment as a significant milestone. “We are grateful to the Republic of Singapore Navy for their continued trust in us. Working with Singapore’s public institutions has always represented some of the most meaningful work we do as an agency – these are projects that help build a nation, shape culture, and invite new generations to connect with their country and write a shared story. Our founding philosophy, Truth Well Told™, finds one of its clearest expressions here, because Singapore’s own approach to governing is clear, purposeful, practical, and built on trust. Being reappointed for a third term is proof that trust is still the most valuable currency in this business – and that we’ve earned it again.”  

The Navy’s decision to extend its partnership with McCann Singapore underscores the agency’s ability to deliver campaigns that resonate with audiences while aligning with national priorities. As Singapore continues to invest in building strong institutions and inspiring future generations, McCann’s work with the Navy stands as a testament to the enduring power of creative storytelling in shaping perceptions and driving action.