SingTel adds DDB to $18m creative review shortlist

Leo Burnett and Young & Rubicam are incumbents on the account, while DDB has telco experience from its previous work for M1. DNA, Ogilvy & Mather and Saatchi & Saatchi had also pitched in the first round. Mabel Tay, SingTel's director for corporate brand marketing, said: "Our shortlist is a barometer of the agencies who were able to harness strategic insights into creative thought-pieces and apply a 360-degree approach in execution. "Many (of the pitching agencies) had some very astute observation of the space we play in and the strikes we need to make to remain number one." SingTel expects to appoint a new agency on a two-year contract by September.