McCann Singapore has been appointed creative agency for the Republic of Singapore Navy (RSN) 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 recruitment brand platform It’s Not Crazy, It’s the Navy, which challenged perceptions of the Navy.
The renewal follows a competitive review process. McCann Singapore is the first agency to have retained the account for a third term.
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. The campaign reframed the Navy as an attainable, rewarding career choice by challenging the self-limiting beliefs young women hold about themselves.
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 also 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 publicize the reopening of the Singapore History Gallery.
“We are grateful to the Republic of Singapore Navy for their continued trust in us,” said Daniel Kee, Chief Creative Officer of McCann Singapore.
“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.”
