StarHub changes media agency partner after seven years

One of the most sought after local accounts, StarHub, has appointed Carat as its media agency following a pitch.  The incumbent on the account is Mindshare Singapore, which has been its media agency of record since March 2009.

StarHub confirmed the development to Marketing that Carat will undertake media buying and planning duties for StarHub.

"We are satisfied that Carat possesses both strategic and operational capabilities to succeed in today's media landscape. They have also demonstrated that they have the ability to deliver an aligned strategy with in-depth foresight needed for our business environment. We look forward to a great partnership with Carat,” Howie Lau, CMO of StarHub said.

“We would like to take this opportunity to thank Mindshare for their dedication in the past seven years," Lau said.

Melissa Tang, managing partner of Mindshare Singapore said:

"Collaborating with StarHub for the past seven years has been a fantastic journey. StarHub has been a true partner for Mindshare, embracing innovation, co-creating unique solutions, and inspiring our team to deliver their best, especially in developing innovative digital solutions. We would like to thank our friends at StarHub for the trust and respect they have given us and for allowing Mindshare to be their strategic partner for so many years. We wish StarHub continued growth as we exit this relationship and hope that the strong foundation we have helped StarHub build will enable future success.”

The agency worked with StarHub to create impactful radio campaigns now in the Singapore Book of Records, and are proud to be part of very meaningful branding campaigns such as #SG4SG, 4G4Good and more recently Home by Homes.

StarHub first launched a media review in January early this year, appointing marketing analytics agency Ebiquity to manage the review process. Last year StarHub hired Howie Lau as chief marketing officer and Rod Strother, former Lenovo marketer as VP, digital transformation. Subsequently, it was reported that StarHub moved social media duties in-house from working with GroupM's Vocanic.

The telco recently announced its performance for the most recent quarter which ended 31 March 2016. It achieved customer growth for both pre and post-paid mobile and also grew revenue for broadband and enterprise fixed services.