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SMU reviews agency partners

The Singapore Management University (SMU) is calling a review of all its agency partners.

The Singapore Management University is calling a review of all its agency partners. Separate agency reviews are being held for its media buying business, creative business and its production duties.

This is part of its regular review process, after three years with its incumbents, Ted Choo, head of corporate marketing, SMU confirmed to Marketing.

Choo has recently taken on the role at SMU in the last two months, he told Marketing. Previously, he held senior roles in the 4As and in Gosh Advertising.

The incumbents for the creative business are Wild Advertising, M&C Saatchi and Goodfellas. For media, it is ZenithOptimedia. Going forward, the school will be looking to appoint one agency for creative and media respectively.

Currently there are eight agencies in the creative and media pitches each, and the pitch is a closed door one.

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