Singapore challenger telco Circles.Life appoints VMLY&R as agency-of-record

Telco Circles.Life has appointed VMLY&R as its creative agency-of-record in Singapore, following successful project work that resulted in success for the client.


As a challenger brand that launched in 2016, Circles.Life has achieved a 5% market share in less than three years.

The announcement:

Global marketing agency VMLY&R announced today its appointment by Circles.Life as its Creative Agency of Record (AOR) in Singapore. The appointment, effective January 2019, builds on an ongoing partnership with the fastest growing telco in Singapore.

Following successful campaigns resulting in an increase in brand awareness and business growth, VMLY&R Singapore will work with Circles.Life to continue to build the brand through developing and executing breakthrough campaigns for a period of 1 year. The agency’s mandate also includes providing strategic counsel on the brand’s identity and growth as the company expands its service beyond telco and Singapore.

“We’re eager to leverage our expanded capabilities to speak directly to the interest of Circles.Life’s customers and drive measurable business growth for the brand. In many ways, we work with Circles.Life as a true partner, collaborating with them on marketing, product & strategic operations,” said Preethi Sanjeevi, Managing Director, VMLY&R Singapore. “This partnership is a natural fit and a ringing endorsement of our ability to bring bold, clutter-breaking ideas to the table.”

Commenting on the appointment, Delbert Stanley Ty, Head of Marketing, Circles.Life, elaborates, “We see VMLY&R as an extension of our own team and are excited to cement our relationship by bringing them onboard as our Agency of Record. They continuously challenge our thinking about how to take the brand forward and we feel that is part and parcel of being a disruptive brand, having a partner that disrupts you.”

Founded in 2016, Circles.Life is a digital telco that is re-imagining how mobile telecom services can be offered. Circles.Life’s business model delivers a flexible and completely digital customer experience across the entire customer journey. In Singapore this has led to a telco product where consumers can buy and customize their plans through the Circles.Life app at any time – the experience is 100% digital requiring no stores or traditional support channels.

With this approach, Circles.Life has reached 5% market share in less than 3 years. VML&YR has helped Circles.Life reach these milestones through developing thought-provoking campaigns on the necessity of data. Previous campaigns include Brick Phone and Data Leech. Bricks, were packaged in smartphone packaging, to show how without adequate data, smartphones were simply reduced to ‘bricks, while Data Leech, showed how desperate people get without data.

These and other campaigns were all focused on bringing to the fore low data-capped plans that other local telcos had been giving out for years, compared with Circles.Life. Circles.Life has grown a strong presence that truly resonates with customers as seen from a +50 rating on the Net Promoter Score (NPS), well above incumbent average of -30.

Press release: VMLY&R


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