Singtel draws criticism over slogan grammar

Singtel logo and sloganA new advertising slogan for Asian telco giant Singtel has drawn criticism for being grammatically erroneous.

The company rebranded earlier this week, introducing a new logo and the slogan ‘Let’s make everyday better’ with a pledge to improve its customer service.

However, Mumbrella’s readers have pointed out that the slogan is grammatically wrong – a “the” should run before the word “everyday” or a space is needed between the words “every” and “day” for the wording to make sense.

One Mumbrella reader wrote beneath the story about the rebrand on Wednesday of this week: “The tagline makes no sense. I am assuming singtel means “let’s make EVERY DAY better” and not “EVERYDAY”?! Get your grammar right, or fire your hopeless copywriter.”

Another reader wrote: “The use of “everyday” is just embarrassing. Singtel (or Ogilvy??) should change it asap… before they paint the tagline on the Singtel building!”

Singtel was also criticised for the copywriting. One reader suggested that the client may have pushed ahead with the slogan despite the advice of the agency. They wrote: “Haven’t you ever been in a meeting when the client’s insisted that bad is good, wrong is right and bad is good? And out of a misguided sense of ‘client solidarity’ is backed by her boss?”

A Singtel spokeswoman told Mumbrella that the “everyday” in the tag line “refers to the day-to-day things that matter most to our customers. Singtel is committed to addressing these concerns to ensure a more seamless and effortless experience for our customer.”

She added: “For instance, our first customer initiative was designed to address the everyday experience of visiting the Singtel shop. With the ability to pre-book appointments at our shops, customers will be served quickly even when the shop is crowded.”

The agency behind the rebrand was Ogilvy & Mather Singapore, which won the business from BBDO in October 2013.

Ogilvy Singapore boss Fiona Gordon commented: “The use of “everyday” refers to ordinary and routine encounters. In the tagline that we developed for the client we are encouraging the public to join hands with Singtel to improve their normal or day-to-day experiences. This is what we have found to be really important to Singtel’s customers, employees and partners.  And so we and Singtel are focusing on improving those routine experiences.”


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