Byravee Iyer
Oct 26, 2016

Singtel starts creative agency review

Telco calls for a creative and digital review.

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.

Related Articles

Just Published

8 hours ago

Google is not killing ID solutions, but has ...

The company's overnight announcement that it would not support ID initiatives led to shock and misunderstanding. Industry experts weigh in on what it really means, and what Google's true motivations are.

10 hours ago

Agencies in APAC raced to ready themselves for ...

As clients chased after homebound consumers, agencies rushed to retool their capabilities and reskill their employees to capitalise.

10 hours ago

Former R/GA exec Nicky Bell to lead Facebook ...

She will lead a team of creative strategists across 39 offices who are tasked with helping advertisers improve their messaging across Facebook, Instagram, Messenger, Oculus and WhatsApp.

11 hours ago

Password-strength campaign gets a little personal

A confrontational campaign in Sweden grabs attention by shaming people for their poor password choices.