Tribal Worldwide Singapore has been appointed as the creative partner of the Singapore Army. The appointment follows a competitive pitch for a three-year contract with the Army Recruitment Centre (ARC) that concluded in October 2022.

Tribal is tasked to lead strategy, branding, digital, and integrated campaign management for ARC via its Total Experience (TX) suite of core consulting practices which blends customer (CX) and user experience (UX), data-led content, technology, and behavioural science.

Kai Qi Khoo, Head of Business, Government at Tribal, said, “It’s a huge win for the agency, and we’re excited to have the opportunity to work alongside the biggest defence force in Singapore. We look forward to creating truly ground-breaking work that brings to light the strength in might and mind that’s unique to the force.”