Singtel shortlists Ogilvy & Mather, BBH and TBWA for lead agency task


By Charlotte McEleny | Asia Editor

November 29, 2016 | 3 min read

Singtel has announced the shortlisted agencies for a tender it announced in October, explaining that it is to opt for a ‘lead agency model’ going forward.

The Singaporean telecoms giant will choose a lead agency, with specialisms such as B2B, social and content and production, all being tasked out to other agencies.


Singtel shortlists Ogilvy & Mather, BBH and TBWA for lead agency task

The lead agencies in the shortlist include incumbent Ogilvy & Mather, as well as BBH and TBWA. Recent Ogilvy work for the company includes an ad which showed off the speed of its 4G network in a series of stunts in which the mobile network replaced the use of eyesight.

The B2B task is between Gyro, iris and OgilvyOne, the social and digital agency will be one of Dentsu Mobius, Goodstuph or Havas Media. It will also choose a creative production specialist from Craft, EG+, Hogarth and Williams Lea Tag.

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The assessment, which is being handled by R3, expects to conclude within three months.


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