StarHub hands creative duties to new agency partner

Telco giant StarHub has picked TBWA as its new creative agency, according to a statement of confirmation given to MARKETING-INTERACTIVE by a StarHub spokesperson. No other details were shared.

"Exciting things are in the works, so stay tuned for more updates," said the spokesperson.

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The partnership kicked off with an International Women's Day (IWD) film that put the spotlight on the contributions of women in the tech space with "nobile technology".

"Nobile technology" features a brand film highlighting how a phone and mobile plan without innovations by women could be missing many of its critical features.  Through the film, StarHub imagines a world without wi-fi, bluetooth and a phone without a call button.

"Without [women], there would be no technology as we know it," it said in the brand film. "And, no StarHub."

Last June, StarHub also appointed Grey Group Singapore to handle the creative duties for giga!, the Singapore-based mobile service, across all channels including social media. This was a year-long creative partnership, with the possibility of an extension.

Grey Group Singapore's first stint with giga! was a campaign titled "Feeling good", in light of the latter's fourth anniversary. The campaign will be the agency’s first 360-degree marketing campaign for giga! following the appointment.

Meanwhile, in February 2023, StarHub also appointed a panel of agencies as its creative partners such as Bread Butter Bacon, Nine:TwentyEight, Seven brands, making it the first time the telco worked with a panel of agencies.

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