Singtel ad review shortlist: Ogilvy, BBH and TBWA contest lead brand role

Incumbent Ogilvy, BBH and TBWA are the creative agencies on the shortlist for Singtel’s advertising review.

Singtel ad by Ogilvy

The company says that it has received “overwhelming interest” in the pitch, which will also sees agencies compete for the big-spending telco firm’s B2B, social and content, and production business in a process managed by R3.

Havas Media, which handles Singtel’s media buying, has been shortlisted for social and content along with Goodstuph and Dentsu Mobius.

The announcement:

Singapore, 29 October 2016 – Following an open tender in October, Singtel has announced the shortlist for the second phase of the Creative Agency Review.

Singtel had received overwhelming interest for the tender and there were many high-quality submissions. The past few weeks have been spent in rigorous review of all agency submissions to ensure thorough assessment and evaluation for the shortlist.

Singtel’s integrated creative and digital scope is currently aligned to Ogilvy. Moving forward, Singtel will adopt the lead agency model by appointing an agency roster consisting of the Strategic Brand Lead agency, B2B specialist agency, Social & Content specialist agency and Creative Production specialist agency.

The shortlisted agencies are as follows:

  • Strategic Brand Lead: Incumbent Ogilvy & Mather, BBH and TBWA.
  • B2B Specialist: Gyro, iris and OgilvyOne
  • Social & Content Specialist: Dentsu Mobius, Goodstuph and Havas Media
  • Creative Production Specialist: Craft, EG+, Hogarth and Williams Lea Tag

The entire process is expected to conclude in approximately 12 weeks.


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