Singapore Manufacturing Federation Names VML as Lead Agency

​VML has been appointed by the Singapore Manufacturing Federation (SMF) as the lead agency, following a competitive pitch, to develop and execute an integrated marketing communications campaign. This campaign is aimed at showcasing Singapore’s advanced manufacturing sector and elevating its profile as a high-value, innovation-led industry.

The initiative is led by SMF with support from MTI, the Economic Development Board (EDB), Enterprise Singapore (EnterpriseSG) and A*STAR, to address longstanding misperceptions of advanced manufacturing and strengthen the sector’s talent pipeline. It will spotlight the sector’s advanced technologies, companies, people and career pathways, while creating clearer connections between career interest and employment opportunities particularly those with STEM backgrounds.

Founded in 1932, SMF represents the interests of the manufacturing and manufacturing-related industries. With approximately 5,000 member companies – spanning multinational corporations (MNCs) and small and medium-sized enterprises (SMEs) – SMF plays a pivotal role in driving industry innovation, capability development and business transformation.

Manufacturing remains a strategic pillar of Singapore’s economy, contributing approximately 20% of national GDP and underpinning resilience, supply chains and global competitiveness.

The campaign seeks to shift the narrative around advanced manufacturing from operational stories to impact-driven outcomes, showcasing how Singapore’s manufacturers develop world-class innovation and meaningful products and solutions and their relevance to industries and markets.

VML will orchestrate an integrated consortium of partners across media, research and platforms to deliver an end-to-end talent and perception journey, from awareness and inspiration through to engagement and job application.

“Addressing this challenge requires more than a traditional communications campaign. It demands an integrated ecosystem,” said Nimesh Desai, CEO, VML Singapore. “We have brought together partners with complementary expertise to create a seamless journey, from reshaping perceptions of manufacturing’s role in the world to connecting interested candidates with real opportunities in the sector. Our ambition is to make visible the highly advanced, globally consequential work that has, for too long, remained behind the scenes.”

“This is an important industry and talent effort that we are undertaking with MTI and our partners. 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.” said Wayne Yap, CEO, Singapore Manufacturing Federation.

The campaign with VML will run as an always-on programme, with phased activity till May 2028, aligned to recruitment cycles, key decision points and peak periods of career exploration.