Circles.Life picks creative agency

Circles.Life has appointed global marketing agency VMLY&R to handle its creative duties in Singapore, building on both parties' ongoing partnership.

Following the recent campaigns, VMLY&R Singapore will work with Circles.Life to continue building the brand through developing and executing campaigns for a period of one year. The agency’s mandate also includes providing strategic counsel on the brand’s identity and growth as the company expands its service beyond telco and Singapore.

Previous campaigns VMLY&R has worked with the telco on include "Brick Phone" and "Data Leech". Bricks were packaged in smartphone packaging to show how without adequate data, smartphones were simply reduced to bricks. Meanwhile, "Data Leech" showed how desperate people get without data. These campaigns were all focused on bringing to the fore low data-capped plans that other local telcos had been giving out for years, compared with Circles.Life.

Newly appointed Preethi Sanjeevi, managing director, VMLY&R Singapore said that the agency aims to leverage on its expanded capabilities to speak directly to the interest of Circles.Life’s customers and drive measurable business growth for the brand.

"In many ways, we work with Circles.Life as a true partner, collaborating with them on marketing, product and strategic operations. This partnership is a natural fit and a ringing endorsement of our ability to bring bold, clutter-breaking ideas to the table," she added.

Delbert Stanley Ty, head of marketing, Circles.Life said that the telco sees VMLY&R as an extension of its own team and looks to cement the relationship by bringing the team onboard as its agency of record. "They continuously challenge our thinking about how to take the brand forward and we feel that is part and parcel of being a disruptive brand, having a partner that disrupts you," he added.

Just last week, Circles.Life announced that it aims to expand to more than five countries in the next 18 months, with an investment of more than SG$50 million each. Launches include include Taiwan in the second quarter and Australia in the third quarter of 2019.

Circles.Life has already signed deals with key networks that have the widest coverage in both countries and will be the first to introduce a “100% digital telco experience” in these markets. This comes after Circles.Life closed a Series C round of financing led by Sequoia India.