The telco has invited the incumbents, DNA, Ogilvy & Mather and Saatchi & Saatchi to pitch. "It would be more powerful if one agency handles both the corporate and consumer business," said Mabel Tay, SingTel's director for corporate brand marketing.
Added Tay: "We are looking to revitalise the brand to capitalise on the opportunities that prevail in the domestic and regional markets.
"We want to harness the SingTel brand to drive 'shelf velocity', increase business, market share and our margins."
Tay said the winning agency must show strategic capability, creative genius and its experience in managing a multi-brand account.
SingTel has concluded the first round of the pitch, and hopes to have a shortlist ready by August, with the new agency taking over the reins in September. This is the most extensive pitch that SingTel has called to date.
The successful agency will be appointed for a minimum of two years. SingTel has been using Y&R since 1988 and Burnett since 1998.
There are no plans to review media, which is handled by MEC.
Five shops vie for SingTel's $18m job
In one of Singapore's biggest reviews, SingTel is looking to consolidate its S$30 million (about US$18 million) creative account, now split between Leo Burnett and Young & Rubicam.