IPG DXTRA Secures PR Mandate from Intellectual Property Office of Singapore

The Intellectual Property Office of Singapore (IPOS) has named IPG DXTRA as its new public relations (PR) agency after a formal tender process conducted via GeBIZ. The appointment follows the conclusion of the previous contract with Ruder Finn Asia, the incumbent agency.

Under the terms of the new agreement, IPG DXTRA will deliver PR consultancy and media monitoring services to IPOS on a retainer basis for one year. The contract includes an option for a further one-year extension, contingent on performance and at the discretion of IPOS.

According to the tender documents, the agency’s role is to serve as both a strategic and implementation partner for IPOS. The primary objectives are to amplify the organisation’s key messages and to safeguard its reputation. The scope of work encompasses strategic advisory, campaign execution, media engagement, and comprehensive media monitoring.

As part of its initial remit, IPG DXTRA will conduct a thorough review of IPOS’s existing communications landscape. This review will cover current messaging, communication channels, and media performance. Based on these findings, the agency will develop an integrated PR and communications strategy, identifying priority themes and recommending an optimal mix of channels to strengthen outreach.

In terms of execution, IPG DXTRA is tasked with delivering PR campaigns across IPOS’s initiatives and flagship programmes. This includes developing a message house, maintaining a live story bank, preparing media materials, and facilitating interviews and events to support the organisation’s visibility.

The contract specifies deliverables tied to media outcomes, including securing a mix of local and international coverage in both mainstream and trade publications. IPG DXTRA is also required to produce a minimum of 12 in-depth feature placements during the contract period.

A notable component of the agency’s responsibilities is supporting regional outreach for the IP for Growth Awards. The agency will target media coverage in ASEAN markets, specifically Indonesia and Vietnam, over a four-month campaign.

Beyond campaign work, IPG DXTRA will manage ongoing media engagement, including regular briefings and relationship management with local and international journalists. The agency will also engage with emerging digital news platforms such as podcasts and social media channels.

Daily media monitoring is another key aspect of the contract. IPG DXTRA will track local and international print, digital, and broadcast channels, as well as social media and online forums. The monitoring will focus on IP-related developments, innovation trends, and sentiment analysis, with post-incident evaluation support provided as needed.

The contract also includes an optional component for media spokesperson training. This involves two full-day sessions designed to enhance interview preparedness and core media skills for IPOS representatives.

As part of the engagement timeline, IPG DXTRA is expected to deliver an initial PR strategy and campaign plans within one month of the contract’s commencement. Ongoing campaign management and a final evaluation report are also stipulated as deliverables.

This appointment comes amid a series of recent PR tenders across Singapore’s public sector. For example, the Science Centre Board (SCB) recently appointed Alsoknownas (AKA) as its PR agency for a one-year contract beginning in April 2026, with an option to extend. The SCB contract covers communications for Science Centre Singapore and its associated entities, including KidsSTOP, Omni-Theatre, Snow City, and Singapore Science Centre Global.