StarHub hunts for one agency for $11m brief

"The SCV and StarHub media accounts are being consolidated because we recognise that a single agency will bring benefits such as economies of scale, better buying synergies as well as better control and co-ordination across all product lines,

said Patricia Sharma, StarHub assistant vice-president for marketing. Executives from the two companies will have some input in the decision, she added.

Among the criteria for selection are strategic thinking capabilities in media planning and buying; resourcefulness in sourcing for new and innovative media; in-depth understanding of media trends, media consumption habits and new media; knowledge of the telecommunications and media markets; as well as an ability to stretch advertising dollars.

Optimedia, Zenith, MindShare and one other undisclosed agency are pitching for the account worth about S$20 million (US$10.8m).

The winner, to be appointed in February, will receive a one-year contract.