StarHub concludes media pitch

StarHub has appointed PHD Singapore as its media agency. A StarHub spokesperson confirmed to MARKETING-INTERACTIVE that the appointment is for a two-year period.

The spokesperson said that PHD was appointed for its strong alignment with StarHub’s full-funnel strategy, as well as its proven strengths in performance and measurement.

"This marks the start of a new phase for us - after strengthening our foundations over the past two years, we’re now focused on accelerating growth and elevating performance," the spokesperson said. 

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Together with PHD, StarHub aims to advance both strategy and measurement to boost efficiency and effectiveness, while integrating media and content more closely so that creativity and data can work seamlessly to deliver meaningful impact.

Sumiati Hashim, managing director of PHD Singapore, said, “StarHub’s ambition to drive meaningful impact through innovative media strategies aligns with PHD’s ‘Intelligence. Connected’ vision of combining data and technology to drive measurable outcomes."

"We look forward to partnering a progressive client such as StarHub, leveraging our expertise in performance and measurement, and uniting our strategic talent to help the brand outthink, outpace, and outgrow the competition while building authentic connections with its consumers," Hashim added. According to Nielsen AdEx, StarHub's annual adex is estimated to be SG$13.1 million.

The incumbent on the account was WPP Media’s Mindshare, which was appointed in 2022. StarHub also previously worked with Carat as its media agency.

The new media appointment also follows a week of strategic moves by StarHub to strengthen its position in Singapore’s media and entertainment ecosystem. Earlier this week, StarHub and Mediacorp unveiled a strategic partnership aimed at reshaping Singapore’s media and entertainment landscape.

Under the collaboration, Mediacorp’s streaming service mewatch will host StarHub TV+ content packages, giving viewers access to StarHub’s premium line-up, including global blockbusters, live sports such as the Premier League, cricket, golf and racket sports, alongside curated Asian dramas and popular TV shows, in one destination.

PHD has also seen recent regional wins. In July, global health club chain Virgin Active appointed PHD as its media agency for Singapore and Thailand, following a competitive pitch against three other agencies.

Under the remit, PHD handles full-funnel media strategy, planning, buying and performance management across all channels, including digital, social, search, offline media and data analytics.

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