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StarHub drops DDB after 12 years, handing breakaway agency BLK J creative account

StarHub has moved its creative account from DDB to BLK J following the latter’s split from the Omnicom-owned network.

The account shift marks the end of a 12-year partnership between the Singaporean telecommunications network and DDB.

At the end of 2016, four long-time senior executives – Rowena Bhagchandani, Joji Jacob, Khalid Osman and Lester Lee – moved on from DDB to form their own entity BLK J under DDB’s roof.

Together, the four original founders formed the account and creative leadership of StarHub,  leading to renowned campaigns such as 2011’s ‘Musical Fitting Rooms’, 2015’s ‘The Power to Be’ and last year’s National Day ad. 

However, at the start of this year, the-now 40-strong BLK J left DDB’s office to set up their own hub in Mountbatten Road.

The agency now handles accounts for Scoot, Diageo’s Johnnie Walker, Learning Lab, UnionPay and Ministry of Education.

Rowena Bhagchandani, Joji Jacob, Khalid Osman and Lester Lee

StarHub’s vice president of brand experience Oliver Chong confirmed the account move to Mumbrella, saying: “We are grateful for an excellent partnership of over a decade with DDB, scoring multiple achievements over the years. They have been amazing to work with and we want to acknowledge their contributions.”

“All of us at BLK J are delighted to be working with StarHub and it’s a great opportunity to continue building a great brand. We are committed to doing our very best work for StarHub,” said Bhagchandani, now-CEO of BLKJ.

Chong added: “We are grateful for an excellent partnership of over a decade with DDB, scoring multiple achievements over the years. They have been amazing to work with and we want to acknowledge their contributions.”

“It has been an incredible, lively and category-defying 12-year journey and we’re gratified to see how StarHub has grown. Beyond what we have done for StarHub, it’s also about what StarHub has done for DDB. The depth in the talent, experience, category expertise, creativity and innovation is ready for unleashing. We’re looking forward to write the next chapter with our clients. We wish our friends at StarHub well,” said David Tang, CEO, DDB Asia & Singapore.

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