The move leaves Leo Burnett, Ogilvy & Mather and DDB in the running for the business. The S-Fone account has been marred by rumours of unpaid fees by the client in the past, with some agencies suggesting they may walk away from the business, even if they win it.
S-Fone is one of Vietnam’s largest telcos and the pioneer of CDMA in the country. The company has become embroiled in a bitter war for market share with rivals VinaPhone, MobiFone and market leader Viettel. All have been offering heavy discounts and promotions in a bid to win new customers.
S-Fone has pitched the account every year in recent years, and the business has always been retained by JWT. The previous incumbent was Saatchi & Saatchi.
