UPDATED: Y&R says hello M1

Singapore - Y&R, SingTel's ex-agency, was awarded the M1 business this morning after a closed door pitch.

The appointment is for an initial period of 12 to 18 months "pending a full pitch process".

TBWA, previously reported to have had its contract with M1 extended for one year from September 2007, was the incumbent on the account for the past five years.

"M1 and TBWA have had a good and effective partnership over many years and their creative ideas have made a difference to the evolution of the M1 brand and market positioning. This change of creative agency is part of our periodic review," M1's CEO Neil Montefiore, said in a statement.

Y&R Singapore's MD, Tanuj Philip said, "M1 is a fantastic brand with a wonderful DNA and immense potential. Everyone at Y&R Singapore is excited about the account and we are ready and raring to go."

M1 will be introducing full Mobile Number Portability (MNP) in May.

Y&R Singapore has added accounts such as Terminal 3, Ministry of Manpower, Nanyang Technological University and Singapore Workforce Development Agency into its fold over the last few months.