Jeannie Ong, StarHub's head of corporate communications and investor relations, said the telco had invited a "select group of advertising agencies, including our incumbent partner Batey/ Red Cell, to make submissions of strategic, creative and service proposals, to deliver both value and vision to the brand going forward".
Ong added: "Following the company's public listing last year, StarHub believes it is timely to review our company-wide brand communication needs. This evaluation is part of a broader appraisal of StarHub's overall brand positioning in the highly competitive Singapore market."
Early indications point to BBDO, Saatchi & Saatchi, DDB and Leo Burnett among possible contenders for the account, although none of the named agencies would comment. DDB recently hired ex-StarHub account director Alan Lim from Batey.
"They will be looking for large agencies with telco experience," said an industry source.
Batey decides against repitching for StarHub
Batey/Red Cell has declined to pitch for the StarHub account, which has been put up for review after a six-year partnership. "I can confirm that StarHub indicated to us their intention to repitch the account," said Batey CEO Robert Kay. "I can also confirm that we declined that invitation."