VML wins Singapore Manufacturing Federation brief to reshape perceptions of advanced manufacturing
VML Singapore has been appointed by the Singapore Manufacturing Federation (SMF), following a competitive pitch, to lead an integrated marketing communications campaign aimed at reshaping perceptions of Singapore’s advanced manufacturing sector and attracting the next generation of talent.
Supported by the Ministry of Trade and Industry (MTI), Economic Development Board (EDB), Enterprise Singapore and A*STAR, the initiative aims to challenge outdated perceptions of manufacturing and highlight the sector’s advanced technologies, companies, people and career opportunities.
The campaign will particularly target STEM talent, creating clearer connections between career interest and employment opportunities across engineering, technology, R&D, data and advanced production.
Manufacturing contributes around 20% of Singapore’s GDP and remains a key pillar of the economy. SMF, founded in 1932, represents around 5,000 manufacturing and manufacturing-related companies, from multinational corporations to SMEs.
VML will bring together partners across media, research and platforms to deliver an always-on programme spanning awareness, inspiration, engagement and ultimately job applications.
The campaign will shift the narrative from manufacturing as an operational industry to one driven by innovation and impact, showcasing how Singapore-based manufacturers develop products, technologies and solutions with global relevance.
“Addressing this challenge requires more than a traditional communications campaign. It demands an integrated ecosystem,” said Nimesh Desai (pictured), CEO, VML Singapore. “Our ambition is to make visible the highly advanced, globally consequential work that has, for too long, remained behind the scenes.”
SMF CEO Wayne Yap said: “Manufacturing today offers careers across engineering, technology, R&D, data and advanced production, but perceptions have not always kept pace with how the sector has changed. Through this campaign, we want to make those opportunities more visible and give people clearer ways to explore and pursue them.”
The programme will run in phases through May 2028, aligned with recruitment cycles, key decision points and peak periods of career exploration.