SingTel makes creative agency call

Singapore - SingTel has come up for pitch, seeking "world-class creative agencies". 20-year-long incumbent Young & Rubicam (Y&R) has been fast-tracked to the first shortlist and invited to submit its Request for Proposal (RFP).

Sherie Ng, director of brand experience for SingTel said in a statement: "The decision to embark on a creative agency search process was made to secure the best services available in the global marketplace for SingTel's future business needs.

"This is in keeping with the extensive changes in SingTel's business environment, expanding business portfolio and global presence as well as the dynamic changes in the media landscape. The evaluation of the current creative agency relationship is part of SingTel management's periodic review of third-party supplier arrangements."

She says the pitch process would be thorough and rigorous, involving SingTel's top management in the selection committee. "Our strategic creative partner will play a pivotal role in upholding SingTel's global brand leadership. It will be responsible for delivering world-class cut-through marketing creativity in the highly competitive business environment that SingTel operates in.

Agency performance consultants R3 is responsible for managing the pitch and agencies should respond to SingTel's Request for Information (RFI) by 25 September. Shortlisted parties will be briefed on the final RFP at a later date and the entire process is expected to take about 16 weeks, according to the statement.