Singapore telco Singtel shifts lead agency duty from Ogilvy & Mather to BBH

Singtel appoints new creative agencies following review

Singapore telco, Singtel, has appointed four new creative and digital agencies to its roster, appointing BBH as its strategic brand lead.

A tender was launched in October 2016 to assess and evaluate shortlisted agencies. The shortlisted agencies included incumbent Ogilvy & Mather, TBWA and BBH. R3 Worlwide was commissioned by Singtel to manage the review process.

Singtel will adopt the lead agency model and has appointed the following agencies:

Strategic Brand Lead: BBH

B2B Specialist: OgilvyOne

Social and Content Specialist: Goodstuph

Creative Production Specialist: Hogarth

“We are pleased to have received many creative proposals which showed a keen understanding of our business. We thank all the participating agencies for putting in their best efforts for the pitch and look forward to working with the four appointed agencies,” said Yuen Kuan Moon, chief executive officer, consumer Singapore at Singtel.

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