StarHub picks new media agency after 6 years with Carat

StarHub has appointed Mindshare as its media agency after six years with Carat. Carat first won the account in 2016, after StarHub initially parted ways with Mindshare after working with them since 2009. StarHub confirmed the news to MARKETING-INTERACTIVE, adding that Mindshare has demonstrated a sound understanding of its business needs, with the right capabilities and tools to support the brand on its "continued transformation into a service provider of the most enriching digital experiences as well as innovative business solutions".

“We look forward to a fruitful partnership with Mindshare and thank Carat for its dedication. We have received various great pitches from media agencies and would like to thank everyone for their enthusiasm,” the statement added. MARKETING-INTERACTIVE has reached out to Mindshare for a statement. 

Pankaj Nayak, managing director, Media Group, dentsu Singapore added that the team is "grateful to have had the opportunity to partner as StarHub’s media agency since July 2016". He added, “At this moment, we feel that the time is right to bring our capabilities to other partners seeking similar growth journeys. We appreciate the trust and support of the StarHub team throughout our long relationship and wish them the best as they explore further growth.”

Last year, StarHub also unveiled its DARE+ strategy that aims to take the brand from a telco to a company that connects digital lives for customers. DARE+ anchors on doubling down on digital across StarHub’s properties, accelerating value creation, realising growth without frontiers, and delivering an endless continuum of experiences that enrich customers’ lives.  According to the company, the launch DARE+ builds on the successful conclusion of DARE 1.0, which ended in October 2021 and delivered cost savings of over SG$270 million, exceeding the original target of SG$210 million.

In March this year, IMDA also approved StarHub's acquisition of MyRepublic Broadband. StarHub first proposed to acquire a 50.1% stake in MyRepublic Broadband in September last year for SG$162.8 million, with an initial consideration of SG$70.8 million and a deferred consideration of up to SG$92 million should future financial performance matrices are met. Upon completion of the acquisition, MyRepublic Broadband will be a StarHub subsidiary. The transaction is a mix of equity and debt and will be funded using StarHub’s internal cash resources.

Most recently, the brand also found success with its StarHub's English Premier League subscription package, Premier+ as six companies came on board as sponsors for its broadcast of the Premier League. These include presenting broadcast sponsor Income; Gold broadcast sponsors Ogawa, Carlsberg, IG (Asia) and Lazada, as well as broadcast sponsor McDonald's. 

StarHub said in a statement that, by leveraging its technology, sponsors will enjoy a new method of brand exposure that is "more dynamic, eye-catching, and impactful than traditional TV banner advertisements". These include Centre Circle, whereby the sponsors' brand is superimposed onto the centre circle of the football field at kick-offs, and Clock Drop Down Logo, where the sponsors’ logo appears on the underside of the on-screen scoreboard.

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