Sources point to unreasonable demands regarding the account’s transition time as the main reason for the pair’s withdrawal. The winning agency would be required to start work on the business as early as the beginning of January, said the source.
SingTel has responded by adding BBDO to its pitch list. The agency is up against Bates Asia 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. A pitch is a two-way process. It’s not just the clients who are sizing up the agencies.”
Burnett MD Kurt Viertel said: “This was a very difficult decision. We felt we would not be able to achieve what we want to achieve next year with the demands of bedding down a major client.”
