A source pointed out that SingTel is asking for agencies to take on the new business by the middle of January at the latest. For an account of this size, added the source, the expectation is unrealistic.
SingTel has responded by adding BBDO to its pitch-list. The agency will compete against BatesAsia and Ogilvy & Mather.
SingTel has responded by adding BBDO to its pitch-list. The agency will compete against BatesAsia and Ogilvy & Mather.
Saatchi & Saatchi Singapore CEO Michael Rebelo said the decision was based on “cultural fit”. "We advised SingTel of our decision soon after the shortlist was announced."
He added: “A pitch is a two-way process. It's not just the clients who are sizing up the agencies.” Leo Burnett managing director Kurt Viertel said: “This was a very difficult decision. Next year we want to focus on improving creativity and integrated thinking, supporting the growth of our clients and maintaining Arc's
leadership in digital and CRM. We felt we would not be able to achieve this with the demands of bedding down a major client.”
Incumbent Y&R turned its back SingTel a fortnight ago when it declined an invitation to defend an account it has held for 19 years (Media 6 November).
