SingTel has hired Bartle Bogle Hegarty, OgilvyOne, Goodstuph and Hogarth as its new creative and digital agencies on a two-year retainer.
Publicis-owned BBH is in charge of strategic brand content, while WPP agencies OgilvyOne and Hogarth are handling B2B work and creative content work respectively. Independent agency Goodstuph is on board as social and content specialist.
SingTel initiated its tender process in October last year, annoucing a shortlist of 12 agencies the following month. Ogilvy had been in charge of the telco’s integrated creative and digital account since 2013.
Yuen Kuan Moon, SingTel’s CEO of consumer, Singapore, said: “We are pleased to have received many creative proposals which showed a keen understanding of our business. We thank all the participating agencies for putting in their best efforts for the pitch and look forward to working with the four appointed agencies.”
SingTel retained marketing consultancy R3 to manage the review process.