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Singtel concludes creative and digital pitch, appoints four agencies

Singtel has concluded its search for creative and digital agency partners. The tender was launched in October last year to assess and evaluate all shortlisted agencies for the appointment. The appointment is for a period of two years.

Adopting the lead agency model, the appointed agencies to its roster are:

  • Strategic brand lead: BBH
  • B2B specialist: OgilvyOne
  • Social & content specialist: Goodstuph
  • Creative production specialist: Hogarth

The incumbent on the account handling Singtel’s integrated creative and digital scope is currently Ogilvy, which it has worked with since 2013. R3 Worldwide, an independent marketing management consultancy, was commissioned by Singtel to manage the review process.

“We are pleased to have received many creative proposals which showed a keen understanding of our business. We thank all the participating agencies for putting in their best efforts for the pitch and look forward to working with the four appointed agencies,” Yuen Kuan Moon, CEO Consumer Singapore, Singtel, said.

In October 2016, Singtel launched a pitch to appoint a new marketing communications agency roster for the next two years. Initial shortlisting was based on RFI submissions of agency credentials, past work and track record. Several agencies were shortlisted for the pitch in November, which then engage in chemistry workshops with the Singtel team.

Finalists were then given a strategic brief to prepare for their final presentations.

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