Sources suggest that five agencies including ZenithOptimedia, PHD, MPG, Carat and Universal McCann had been invited to present again.
A statement issued by SingTel had earlier stated that the telco had decided to shortlist an additional agency to participate in RFP due to the “high quality of submissions received” and “high level of interest” registered by media agencies.
A statement issued by SingTel had earlier stated that the telco had decided to shortlist an additional agency to participate in RFP due to the “high quality of submissions received” and “high level of interest” registered by media agencies.
According to this statement, the decision to include one more agency will help “make the selection process even more rigorous” and from the four shortlisted agencies, two will be chosen for the final round.
“SingTel will meet with the rest of the agencies to select one more for phase two. We hope to conclude the exercise within the next quarter.”
Sources suggest that presentations will be made next week and an announcement is likely within the next two weeks.
SingTel had earlier shortlisted MediaCom, Starcom and eight-year incumbent MEC to enter the final round of review.
An industry source close to the pitch said: “I can think of two reasons why SingTel has done this. It was either disappointed by the presentations of the three agencies it has shortlisted. Or one agency has persuaded SingTel to restart the process.”
Managed by R3, the review was first called in June as part of a periodic review of the telco’s key vendors and partners.
The second phase will see the shortlisted agencies being evaluated on strategic thinking and analysis as well as media competencies and competitive costing.
