McCann Singapore extends run as Republic of Singapore Navy creative agency

McCann Singapore has won the contract to be Republic of Singapore Navy (RSN)’s creative agency for a third consecutive term, extending a partnership that has spanned six years of recruitment marketing for the Navy.

The appointment entails encouraging Singaporean youth to consider the Navy as a career of choice. The agency will continue to spearhead recruitment efforts for the Navy, building on the award-winning recruitment brand platform It’s Not Crazy, It’s the Navy, which set the benchmark for defence marketing by challenging perceptions of the Navy.

The renewal follows a competitive review process, and McCann Singapore is the first agency to have retained the account for a third term. This milestone reflects deep understanding of the Navy’s goals and audiences, and delivery of work that moves people from consideration to action.

The appointment follows the May 2026 launch of There Was a Time (When Nothing Was too Crazy for Her), a women’s recruitment campaign developed by an all-female McCann Singapore creative team, which reframed the Navy as an attainable, rewarding career choice by challenging the self-limiting beliefs young women hold about themselves.

The renewal reinforces McCann Singapore’s long-standing role as a trusted creative partner to Singapore’s public sector, adding to a robust portfolio of existing government clients. Earlier this year, the agency was separately reappointed for a second term by GovTech to provide digital and social media channel management services across its official channels, through McCann Content Studios.

McCann Singapore was appointed this year by the Land Transport Authority (LTA) to develop work encouraging an empathetic and compassionate community of commuters. It has also been tasked by the National Museum of Singapore (NMS) to drive visitorship to the museum and publicise the reopening of the Singapore History Gallery.

Daniel Kee, Chief Creative Officer of McCann Singapore, said: “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 ToldTM, 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 account joined McCann Singapore following the Omnicom-IPG merger in late 2025, which saw McCann and MullenLowe Singapore merge to form a single creative agency under the McCann Singapore banner.