Racheal Lee
Jun 7, 2013

SingTel calls integrated pitch

SINGAPORE - Telecommunication company SingTel has called an integrated pitch, putting its creative and digital incumbents BBDO and OgilvyOne on alert.

SingTel calls integrated pitch

The telco company launched the creative/digital review yesterday, looking for “a more integrated creative and digital agency model”, as well as “the potential possibility of outsourcing production to a production specialist”, according to the tender.

It is understood that SingTel's plan is to appoint one agency for both creative and digital duties, and that it is willing to consider smaller production specialists such as PMG Asia, which services companies like HP, as a separate agency.

The tenure of the contract is believed to be two years plus an optional third year. SingTel has appointed R3 to manage this review process.

The process will undergo three key phases, with initial shortlisting done based on request for information (RFI) submissions. The entire process is expected to conclude in no more than 12 weeks.

Shortlisted agencies will engage in chemistry workshops with the SingTel team, following which a final shortlist of three will be briefed on a strategic brief for final presentations.

Goh Shu Fen, co-founder and principal of R3, said the pitch is a challenging timeline for the scope and breath of services it encompasses, but it is a real reflection of what it takes to win in the sector.

“As much as possible, R3 tries to pragmatically inject reality into the pitch process so that both sides can experience what it’s really like once married,” she added.

Interested agencies are required to sign a non-disclosure agreement (NDA) form prior to receiving the full RFI documents. The closing date of the tender is 20 June.

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