StarHub replaces Mindshare with Carat as media agency in Singapore

StarHubSingapore telco StarHub has changed its media agency, appointing Dentsu Aegis Network agency Carat after a five-month review process.

The move brings to an end a seven-year relationship with incumbent Mindshare, and comes soon after StarHub parted ways with GroupM social media agency Vocanic.

Howie Lau, StarHub’s CMO, commented: “We are satisfied that Carat possesses both strategic and operational capabilities to succeed in today’s media landscape. They have also demonstrated that they have the ability to deliver an aligned strategy with in-depth foresight needed for our business environment. We look forward to a great partnership with Carat”

“We would like to take this opportunity to thank Mindshare for their dedication in the past seven years,” he added.

Mindshare’s Singapore MD Melissa Tang added in a statement: “Collaborating with StarHub for the past seven years has been a fantastic journey. StarHub has been a true partner for Mindshare, embracing innovation, co-creating unique solutions, and inspiring our team to deliver their best, especially in developing innovative digital solutions. We would like to thank our friends at StarHub for the trust and respect they have given us and for allowing Mindshare to be their strategic partner for so many years. We wish StarHub continued growth as we exit this relationship and hope that the strong foundation we have helped StarHub build will enable future success.”

StarHub’s long-running relationship with creative agency DDB is unaffected by the appointment.


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