Singtel reappoints OMD as media agency of record

Singtel has reappointed OMD as its media agency, according to a spokesperson from Singtel. This marks an extension of Singtel's relationship with the Omnicom agency, which started in 2018. The agency will handle offline and digital media work for the Singapore-based telco.

The media review began in September 2023 and was first reported by Campaign. 

Independent marketing management consultancy R3 was engaged to manage the review process. Publicis Media and GroupM also participated in the pitch. Publicis’s Leo Burnett is currently Singtel's lead creative agency.

A Singtel spokesperson confirmed the news with Campaign: "OMD Singapore is the incumbent media agency of record, and this marks its second term with Singtel."

Sadhan Mishra, chief executive of OMD Singapore, also confirmed the news with Campaign:

"We are delighted to extend our relationship with one of the nation's marquee brands and honoured to be a partner on this journey with clients who are radically collaborative and dedicated to marketing excellence. Singtel's new brand platform ‘Hello Possibilities’ is an optimistic rallying call for all to see and seize the possibilities that technology brings to our future. OMD is excited to be part of the team that will co-create this next chapter for the Singtel brand.”

R3 declined to comment when Campaign reached out.