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.”
The preparation for the next Singtel pitch begins today.
ReplyThe silo lines nwill be ignored as each appointed agency will diss the work done by the other and attempt to eat the otter’s business.
Extra work for creative teams, unrecoverable costs for the losers and lower margins for whoever agency who gets the job.
It’s gonna be a pitch everyday.
I don’t really understand why people pitch for the SingTel account.
The built in hierarchy tends to slow the metabolism even further when it comes to marketing decisions.
What should take a single meeting ends up taking more than half a dozen.
As a result it burns through agency people at a ridiculously rapid rate and the agencies are forced to restaff or rehire based on tenacity rather than talent.
It will force you into hires that are counterculture, bog you down in endless discussion and expect you to take a loss for the ‘privilege’.
Why would anyone pitch for that?
ReplyHave your say