Y&R Singapore managing director Tanuj Philip said in a statement: “Having worked together so closely for so long, we believe both parties could benefit from new relationships, new perspectives and new challenges.”
Y&R, as the Singaporean telco’s incumbent agency, had been guaranteed a place in the next round of the review.
Y&R, as the Singaporean telco’s incumbent agency, had been guaranteed a place in the next round of the review.
Philip, who would not comment beyond a statement, added: “Coupled with our great run of new business wins this year, and the influx of new talent, including head of planning James Lofthouse and regional CD, Bruce Watt, we believe that the time is now to paint on a fresh canvas.”
Y&R won the SingTel creative account from Leo Burnett in 1988.
It then landed the consolidated above- and below-the-line business in 2004, seeing off a strong field in what was the biggest pitch of the year. Y&R’s withdrawal leaves four agencies in the running: WPP’s BatesAsia and Ogilvy & Mather, and Publicis Groupe’s Leo Burnett and Saatchi & Saatchi.
Agencies including BBDO and McCann Erickson did not make the final cut. The pitch is being handled by R3.
Significantly, according to sources, SingTel is asking agencies about their network strength and international capabilities.
