StarHub shifts creative account from DDB to BLK J

StarHub has shifted its creative account from DDB Singapore after 12 years to BLK J. This comes months after working with BLK J on several campaigns. The appointment is effective from 1 May 2018, the telco confirmed.

In a statement to Marketing, Oliver Chong, vice president of brand experience at StarHub, said for the next leg, StarHub is teaming up with BLKJ to bring exciting ideas to life for the brand, and more importantly, its customers. He added that the brand would like to commend BLKJ and DDB for their exceptional proposals on taking the StarHub brand to the next level. Both teams also had demonstrated high levels of strategic thinking and creativity in their pitches.

"We are grateful for an excellent partnership of over a decade with DDB, scoring multiple achievements over the years. They have been amazing to work with and we want to acknowledge their contributions," Chong said.

"All of us at BLK J are delighted to be working with StarHub and it's a great opportunity to continue building a great brand. We are committed to doing our very best work for StarHub," Rowena Bhagchandani, CEO and co-founder, BLK J, said.

"It has been an incredible, lively and category-defying 12-year journey and we’re gratified to see how StarHub has grown. Beyond what we have done for StarHub, it’s also about what StarHub has done for DDB. The depth in the talent, experience, category expertise, creativity and innovation is ready for unleashing. We’re looking forward to write the next chapter with our clients. We wish our friends at StarHub well," David Tang, CEO, DDB Asia and Singapore, said.

In fact, BLK J was formed in late 2016 by former DDB leads Rowena Bhagchandani (managing director), Joji Jacob (group ECD), Khalid Osman (creative director) and Lester Lee (creative director). Bhagchandani is known to have worked with Starhub closely over the years. Over the past few months the creative agency grew its team to a 45-man strong team, and is now working with notable clients such as Scoot, Diageo’s Johnnie Walker, Learning Lab, and UnionPay.

Most recently, StarHub worked with BLK J, DDB, Chuan Pictures and local director Royston Tan for its Chinese New Year spot titled #NeverGrowApart. This was to celebrate the joys of giving back to family members who have been there for one another and also remind consumers to stay close to their family even as they grow up and chart their own lives.

In 2016, StarHub released a special rendition of the National Anthem, “Majulah Singapura” sung by 51 Singaporean mothers. This was in celebration of the the nation’s 51st birthday. The “Majulah Moms” music video was StarHub’s latest campaign in a series of National Day campaigns to promote inclusiveness and togetherness in Singapore.