The consultancy has also been tasked to monitor the performance of the fledgling SingTel-BBDO relationship over the following 12 months.
R3's co-founder, Goh Shu Fen (pictured), explained: "We have a proprietary tool called CAPE (Client-Agency Performance Evaluation), which allows both clients and agencies to rate each other on areas such as leadership, strategy, integration, creativity and implementation. We already do this for clients like Coca-cola, SCA Hygiene (Drypers) and Visa across the region."
R3's co-founder, Goh Shu Fen (pictured), explained: "We have a proprietary tool called CAPE (Client-Agency Performance Evaluation), which allows both clients and agencies to rate each other on areas such as leadership, strategy, integration, creativity and implementation. We already do this for clients like Coca-cola, SCA Hygiene (Drypers) and Visa across the region."
She added: "Our role is to provide independent coaching to both parties on best practice relationship management for the next 12 months. It's a very tangible investment on SingTel's part to ensure this relationship gets off to a good start."
R3 managed SingTel's S$30 million (US$20 million) creative review which was called in September last year. BBDO Singapore was the eventual winner in a final shoot-out with Ogilvy & Mather and BatesAsia.
