BBDO-SingTel split final

Following a five-year relationship as the creative agency for SingTel, BBDO Singapore has officially stepped away from the current agency review.

Allen Lew, chief country officer Singapore, SingTel said: "We recognise BBDO's efforts in helping to enhance the SingTel brand through many marketing campaigns over the last five years, including the recent Gordon Ramsay campaign, which was a big success."

Lew (pictured) added that SingTel has had a "fruitful relationship with BBDO but the time has come for new ideas and perspectives as SingTel expands its business in a fast changing market."

Jean-Paul Burge, president for SEA and CEO Singapore, said the relationship between the two have been great and BBDO will now refocus on its clients, people and creative product and wish both SingTel and their new creative partner all the very best."

BBDO will continue to develop work for SingTel until the review and handover are complete.

Earlier in June, SingTel's marketing communications business were up for grabs.