Singtel starts creative agency review

SINGAPORE - Singtel is reviewing its marketing-communications roster, according to a statement from R3, the consultancy managing the pitch.  

Ogilvy currently handles the telco’s creative and digital business. “Singtel will adopt the lead agency model by appointing an agency roster consisting of the strategic brand lead agency, B2B specialist agency, social and content specialist and creative production agency,” the statement said.

The process will be conducted in three phases. Initial shortlists will be based on RFI submissions of agency credentials, past work and track record. The shortlisted agencies will then be involved in chemistry workshops with the Singtel team. The agencies that make the cut will be given a strategic brief to prepare for their final presentations.

In 2013, Singtel consolidated major marketing duties with Ogilvy after a lengthy pitch process. The incumbents at the time were BBDO Singapore and OgilvyOne.

The current pitch process is expected to conclude in 12 weeks.