The decision, which was taken by Sun's regional offices worldwide following an agency review, was aimed at ensuring that the most appropriate media channels are used based on the objectives of a campaign. While Starcom will oversee the strategic creative development, creative boutiques in the UK and US will be contracted to produce the ads.
Starcom Asia-Pacific director Jeffrey Seah said: "The recommendations (we make) are aligned to the client's business needs and goals and not where we can make money."
Sun's director of marketing and strategy organisation, Asia South, Celestine Tan, said the move was designed to ensure that advertising messages appear where the customers are with maximum efficiency and effectiveness. "Gone are the days when the creative agency develops an ad and the media agency just places it. There's creativity to be harnessed from the creative team, as well as the media team and the client.
"(Starcom was) appointed based on its strength in brand and strategic communications. It is overall effective communications that we are targeting," Tan said.
JWT could not be reached for comment.