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The Singapore Economic Development Board (EDB) and Enterprise Singapore (EnterpriseSG) have appointed Burson Singapore as their content marketing and communications partner for China, as the agencies look to deepen digital engagement with Chinese business audiences.
The appointment will see Burson provide strategic counsel and manage content operations for the agencies’ joint WeChat official service account and channels account. MARKETING-INTERACTIVE first reported on the pitch in May this year.
According to tender documents seen by MARKETING-INTERACTIVE at the time, the agency will develop an annual content marketing and communications strategy, produce and publish content, and manage community engagement, media monitoring and performance reporting.
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It will also advise on expanding the agencies’ presence across Chinese platforms including Zhihu, Bilibili, Xiaohongshu and Douyin.
The remit aims to position Singapore as an attractive destination for investment and innovation, while promoting Singapore companies as trusted partners for Chinese enterprises looking to expand internationally.
Burson will also support media relations, crisis and reputation management, Mandarin localisation and WeChat content optimisation.
MARKETING-INTERACTIVE has reached out for comment.
The appointment comes as EDB continues to strengthen its digital engagement efforts across different audience segments. In June, MARKETING-INTERACTIVE reported that Singapore Global Network (SGN), an EDB division, was seeking a social media creative agency to drive its content marketing efforts across platforms including Instagram, TikTok and LinkedIn.
Moreover, EDB has also been strengthening its global brand storytelling efforts. In March 2025, it launched its “Your business needs Singapore” campaign with The Secret Little Agency, positioning Singapore as a stable and trusted base for companies navigating global uncertainty.
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