Singtel confirms media pitch

Local telco Singtel has called for a closed media pitch, which will include strategic media capabilities, omnichannel media planning and buying, as confirmed to MARKETING-INTERACTIVE by Singtel.

MARKETING-INTERACTIVE understands that R3 is running the pitch, as they have in the past, however, the agencies involved have yet to be disclosed. 

“Singtel confirms that a closed pitch to appoint a media agency is underway. Participating agencies will be evaluated on their ability to support Singtel’s strategic media capabilities, omnichannel media planning and buying," it said. 

It added that as the process is ongoing, it is unable to share any further details.

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The telco has been working with OMD as its media agency since 2018. OMD continued to helm the role following a standard review in 2021. 

The telco company has also worked with Publicis’ BBH and Goodstuph from which it parted ways in March last year.  It appointed Leo Burnett as its lead brand agency with additional responsibilities for social media and content marketing following a pitch in September 2021. The pitch was handled by R3 at the time.

Earlier in 2022 Singtel Media, the advertising sales arm of Singtel’s consumer Singapore business also inked a multi-year collaboration deal with Stellar Ace to sell and manage advertising for all its platforms including SMS and Singtel TV. Singtel Media’s TV, mobile and digital assets together with Stellar Ace’s ecosystem was said to provide a complete and unique daily touchpoint proposition for advertisers.

On the creative front, Singtel recently released a short film, in honour of Singapore's 58th birthday as well as to commemorate founding prime minister Lee Kuan Yew's 100th birth anniversary.

Titled 'From Mudflats to Smart Nation', the film aimed to reference Lee’s famous quote from Singapore’s first year of independence in 1965 when he spoke of turning Singapore from mudflats into a metropolis.

Besides delving into his vision for Singapore, the 23-minute documentary charts the nation's rise from fledgling nation to global economic hub through a telecoms and technology lens, exploring how Singapore leveraged connectivity, communication and digital content to get ahead economically and become today’s Smart Nation.

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