FCB snags StarHub's direct business

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

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