Ogilvy wins SingTel pitch

SingTel logoOgilvy has won the creative and digital account for one of Singapore’s largest advertisers, SingTel, as widely predicted by the market.

The agency came out ahead of a pitch shortlist that included WPP sibling JWT, TBWA and Leo Burnett, bringing to a conclusion a five-month review process.

This is the first time SingTel has awarded a single agency the integrated account.

The incumbent BBDO, which handled the business for five years, pulled out of the running in August, and let go five per cent of its staff as a result of relinquishing the business.

Yuen Kuan Moon, SingTel’s CEO consumer Singapore, said in a statement: “OgilvyOne has been SingTel’s digital agency partner since 2010, and we are happy to announce this expansion of our relationship.”

“Ogilvy has proven their thought-leadership and creative effectiveness over the last few years. With such a performance on record, we are confident they are up to the significant task of building SingTel’s brand equity.”

He added: “We would like to thank everyone who has put in their best efforts for the pitch. Every submission received was of the highest standards, and we wish our outgoing agency, BBDO Singapore, every success in their future endeavours.”

The review was handled by R3.


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