FCB snags StarHub's direct business

<p>SINGAPORE: Telecommunications and internet service provider StarHub </p><p>has chosen FCB to handle its direct marketing account following a </p><p>five-way pitch that included incumbent Tequila. </p><p><BR><BR> </p><p>Tequila bowed out midway through the selection process after it won the </p><p>Virgin Mobile business in May to create a series of direct response </p><p>press ads for its launch in July. </p><p><BR><BR> </p><p>The StarHub pitch began as a credentials review before FCB and one other </p><p>agency were asked to do a case study. </p><p><BR><BR> </p><p>Patricia Sharma, StarHub assistant vice-president, corporate marketing, </p><p>said: "FCB won out because it submitted a good case study and we valued </p><p>its strong telco experience. </p><p><BR><BR> </p><p>"It also has a good track record and have produced some award-winning </p><p>work. And it has a large and experienced team who we are confident will </p><p>deliver." </p><p><BR><BR> </p><p>According to Philip Brett, Tequila managing director, FCB had been </p><p>chasing the account for some time. </p><p><BR><BR> </p><p>Caroline Lim, FCB general manager, said: "The selection was a drawn-out </p><p>process. We had been speaking with StarHub a number of times earlier </p><p>on." </p><p><BR><BR> </p><p>She said FCB was keen to win the StarHub business because it wanted to </p><p>have a broad cross-section of clients across a range of categories, </p><p>including telecommunications, aviation, automotive, information </p><p>technology and financial services. </p><p><BR><BR> </p><p>The agency said it would capitalise on its local and worldwide </p><p>experience in handling telecom accounts for the StarHub business. </p><p><BR><BR> </p><p>FCB's Singapore agency previously worked for Pacific Internet, and FCB </p><p>in the US is handling AT&T. </p><p><BR><BR> </p><p>Batey Ads and Maximize will continue to handle StarHub's mainstream </p><p>advertising and media buying and planning respectively. </p><p><BR><BR> </p>