BBDO had been ruled out of the running after an earlier round. However, the Omnicom agency was invited back in after Saatchi & Saatchi and Leo Burnett pulled out in November.
The news concludes a four-month review process, managed by R3, which saw 19-year incumbent Y&R withdraw from contention in October.
The news concludes a four-month review process, managed by R3, which saw 19-year incumbent Y&R withdraw from contention in October.
“All three agencies and SingTel have invested time and resource to ensure the process is rigorous yet effective,” said R3 principal Goh Shu Fen. “(It was) much shorter than typical pitches of such magnitude.”
SingTel CEO Allen Lew, commented: “In the near future, the public can look forward to a significantly different communications style (from SingTel). They can expect simple, effective and differentiated advertising.”
