Singtel announces creative shortlist

SINGAPORE - Singtel has announced the shortlist for its creative-agency review, which began in October.

The company said it will adopt a lead-agency model, and shortlisted a total of 12 agencies in four categories:

• Strategic Brand Lead: Incumbent Ogilvy & Mather, BBH and TBWA
• B2B specialist: Gyro, Iris and OgilvyOne
• Social & content specialist: Dentsu Mobius, Goodstuph and Havas Media
• Creative production specialist: Craft, EG+, Hogarth and Williams Lea Tag

The entire process is expected to conclude in approximately 12 weeks, according to pitch consultant R3.

The brand reports receiving "overwhelming interest".