StarHub has retained Carat as its media agency, after a review in October 2019. The telco had initially reached out to other media agencies for the review, and had invited incumbent Carat to pitch as well.
In an exclusive statement to Marketing, StarHub's chief of consumer business group Johan Buse said the telco will continue with Carat as its media agency partner. "We see clear alignment between our #HelloChange business transformation goals and Carat’s forward-thinking media strategies," he added. Carat was first appointed in May 2016, after the telco parted ways with Mindshare after seven years. Marketing understands that the current length of the appointment is approximately two years. StarHub also works with BLK J as its creative agency.
Meanwhile, StarHub has also recently appointed Aaron Foong from Celcom Axiata to helm the role of digital marketing, brand and marcomms lead. He served with Celcom for a year and was previously the head of digital, consumer marketing services at U Mobile for close to three years. Foong also brings with him about five years worth of experience in the agency field. He has worked with the likes of Tribal Worldwide and Ogilvy in the past. In August last year, the telco saw the departure of its VP brand and marketing communications Mei Cheong.