Three-way shootout set for SingTel race

SingTel is reportedly close to shortlisting two agencies as the telco giant bids to harmonise its many digital agency relationships and appoint an agency of record.<BR>After calling a review last month, thought to include several contenders, it is now believed that OgilvyOne and Proximity have emerged as frontrunners for the business, which comprises SingTel's entire digital portfolio. <BR>However, the presence of a third - as yet unnamed contender - has delayed the process. "It's really to bring about consensus and strategy where there is none," said a source. "The CEO remit is clear and the business need is glaringly clear."<BR>The review has been further delayed by the impending departure of SingTel VP of corporate brand marketing Mabel Tay, who was heading the pitch (Media, May 30). The news comes after SingTel confirmed plans to invest S$100 million (US$62 million) in the next two years to promote its internet services to businesses. SingTel declined to comment on the review.<BR>