The pitch is termed by many as the pitch of the year in Singapore. The relationship between SingTel and BBDO Singapore has deteriorated and the telco hopes for a change through this review, according to multiple sources close to the pitch.
BBDO Singapore was appointed by SingTel in 2008. In that pitch process, BBDO was invited back into contention after two other agencies pulled out.
Some sources implied that the current pitch is to satisfy procurement requirements. However, the telco company launched the creative/digital review, looking for “a more integrated creative and digital agency model” as well as “the potential possibility of outsourcing production to a production specialist”. The incumbents are BBDO Singapore and OgilvyOne.
SingTel has appointed consultancy firm R3 to handle the review process. R3 declined to reveal the names of the agencies that have submitted proposals.
Another source said it is “a pitch that every big agency would submit their proposal” for.
SingTel's ‘Singapore vs. Ramsay’ hawker food challenge earlier this month was developed by BBDO Singapore and Ogilvy PR. It saw Michelin-starred chef and reality-TV personality Gordon Ramsay take on Singapore’s top three hawkers in a culinary contest.
Update, 2 August: BBDO issued a press release this morning confirming that it is withdrawing from the pitch.