BBH Singapore to lead Singtel creative account following pitch

One of Singapore’s largest advertisers, Singtel, has appointed four agencies to handle its creative and digital accounts following a pitch launched last October. Bartle Bogle Hegarty Singapore will serve as brand lead agency for the two-year contract.

The agency is joined by WPP agencies Ogilvy One, which will oversee B2B duties, and Hogarth, which will be responsible for creative production. Meanwhile, independent Singaporean agency Goodstuph will handle social media and online content.

Singtel’s integrated creative and digital account was previously handled by Ogilvy since 2013. The agency  produced some major campaigns for Singtel over the last years, including a sentimental romance called ‘Goodbye Hello’ and ‘DataExStream’, which saw a fencer practise with a mobile phone over her eyes.

R3 Worldwide, an independent marketing management consultancy, was commissioned by Singtel to manage the review process.

Singtel consumer chief executive Yuen Kuan Moon said: “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.”


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