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Circles.Life picks Mindshare for media duties

Circles.Life has appointed Mindshare as agency of record for its Singapore operations. The agency will be handling the media duties for the telco, while some of the global platform-buying will be done in-house. Leading the account will be Rae Magno, account director, Mindshare.

The agency declined to share the length of appointment. This comes following the recent news that VMLY&R has been picked to handle creative duties for the brand. Gaurav Gupta, senior regional manager, Circles.Life said that Mindshare has collaborated with the telco on its latest 20 GB for SG$18 campaign, and have shown high capability in delivering on the right blend of speed, agility and intelligent challenge.

“We look forward to continue working with Mindshare to deliver a fresh brand proposition to the people in Singapore,” he added.

“Working with Circles.Life is exceptionally exciting for us. We look forward to breaking and re-writing the rule book to drive sustained growth for the brand,” Melissa Tang, managing director, Mindshare Singapore said.

Just last month, 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.

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