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SingTel settles creative pitch

SingTel’s marketing communications business has gone to Ogilvy & Mather, Marketing understands.

It has been awarded duties for creative, digital and production for SingTel. According to SingTel, this is the first time an agency has the full integrated portfolio for its marketing duties.

In a statement, Yuan Kuan Moon, CEO consumer Singapore, SingTel, thanked outgoing agency BBDO.

The agencies who were shortlisted previously included JWT, TBWA, Leo Burnett and incumbents Ogilvy.

Ogilvy could not be reached for comment at the time of publishing, though Marketing understands that an internal email announcing the win at the agency has been circulated.

The process underwent three key phases, with initial shortlisting done based on RFI submissions. Shortlisted agencies were then engaged in chemistry workshops with the SingTel team.

The account was previously handled by OgilvyOne and BBDO. Following a five-year relationship as the creative agency for SingTel, BBDO Singapore earlier 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 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.”

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