Following an open tender in October, Singtel has announced the shortlist for the second phase of the creative agency review.
The shortlisted agencies are as follows:
- Strategic brand lead: Incumbent Ogilvy & Mather, BBH and TBWA.
- B2B specialist: Gyro, iris and OgilvyOne
- Social and content specialist: Dentsu Mobius, Goodstuph and Havas Media
- Creative production specialist: Craft, EG+, Hogarth and Williams Lea Tag
According to a statement from pitch consultants R3, Singtel received overwhelming interest for the tender and there were many high-quality submissions. The past few weeks have been spent in rigorous review of all agency submissions to ensure thorough assessment and evaluation for the shortlist.
Singtel’s integrated creative and digital scope is currently aligned to Ogilvy. Moving forward, Singtel will adopt the lead agency model by appointing an agency roster consisting of the strategic brand lead agency, B2B specialist agency, social and content specialist agency and creative production specialist agency.
The entire process is expected to conclude in approximately 12 weeks.
News of the tender first broke last month and the appointment is for a period of two years. According to a statement from consultants R3, charged with managing the pitch, Singtel conducts regular reviews of its key vendors and strategic partners to ensure corporate transparency and fair evaluation.