Zenith Asia-Pacific chief executive officer, Antony Young, said the agency won on "research and planning, which was tied back to the business
Patricia Sharma, StarHub assistant vice-president for corporate marketing, described the pitch as "challenging". She said Zenith was chosen because of its "ability to provide strategic inputs into media planning, ability to measure and track effectiveness of advertising spend, knowledge sharing (and) ability to bring best-in-class media planning processes to the table".
Although the media planning and buying account have been consolidated, the final decision rested with a committee that comprised StarHub and SCV executives.
There was no review of the creative accounts. Under the current arrangement, StarHub's creative is handled by Batey Ads, while Leo Burnett services SCV. Sharma, however, added that "the decision (on whether to hold a creative review) has not yet been finalised". Young, however, sees no problems with working with agencies outside his network. "We've got a good track record and our pitch was sold very much on forming an integrated relationship with all parties concerned.
The contract with Zenith will be for 12 months.
Additional reporting by Leithen Francis.
