M1 shifts media account to Havas after over 7 years with incumbent

M1 has appointed Havas Media as its new media agency.

This comes following a three-way pitch. Marketing understands agencies involved were Mediacom and incumbent Zenith/Performics which was last reappointed in 2016, after working together close to six years. A spokesperson from M1 confirmed the appointment to Marketing, and said the telco looks forward to "scaling new heights", momentum and growth with Havas Media in the coming months ahead.

"In an increasingly competitive landscape for telco operators, this move aims to refresh and reinvigorate M1’s digital acceleration efforts and enhance its competitiveness via strategic marketing and media communication strategies," the statement read.

Jacqui Lim, CEO of Havas Group said with this new partnership with M1, the agency looks to develop and implement new strategic initiatives across the communications spectrum, leveraging on content, data, analytics and smarter precision targeting across omni-channels. "By putting customer’s experience at the heart of what we do in a digital-first economy, we look forward to creating a positive impact in M1’s transformational journey,” she added.

Meanwhile, in a statement to Marketing, Helen Lee, managing director, Zenith Singapore said the telecommunications business has evolved since the agency began its journey and much more has changed within the marketing landscape. She added that media planning and buying now represents only a fraction of Zenith’s business, pivoting to transformation in technology, value optimisation, data and analytics.

"We wish M1 and their new media planning and buying agency partner much success, and will continue our friendship we’ve built with our former clients in the future," she added.

Last year, M1 appointed Dentsu Singapore as its integrated creative and strategic agency partner. This followed a closed door pitch which was launched in September 2017. manghamgaxiola mcgarrybowen was the agency under the Dentsu Aegis Network that led the account win.The agency will be responsible for developing brand and product campaigns including digital communications across M1’s consumer and corporate business units, a press statement read.