SingTel retains MEC for US$30 million media account in Singapore

The media agency review, managed by R3, began in June last year and a final shortlist was made in October, which saw Starcom and longtime incumbent MEC making the last round of the pitch.

MEC will continue to service the leading telco's media planning and buying which includes mobile, fixed-line and broadband services among others as well as its pay-TV arm, mio TV.

Yuen Kuan Moon, SingTel’s executive vice president of consumer, said: “As SingTel transforms into a leading multimedia services company, it is crucial that we engage our digital customers on all fronts in a differentiated yet impactful way. In today’s everchanging media and communications environment, it is imperative for us to achieve maximum advertising effectiveness through relevant advertising channels using creative ways that resonate well with customers, thus increasing brand recall."

“We look forward to collaborating with MEC Singapore in reaffirming SingTel’s brand leadership through innovative media, progressing beyond traditional media towards an all-encompassing media strategy. This means cutting through the advertising clutter in the most efficient way for customers in a fast-paced world where technologies converge.”

On the account win, Connie Chan, managing director of MEC Singapore, said: “We are delighted that our partnership with SingTel will continue into the future. The marketing and media landscape continues to transform but our focus and ambition remains unchanged - driving innovative and integrated solutions that will not only effectively engage audiences but to deliver results for SingTel. We have a very passionate team on the SingTel business and they are excited about the journey ahead."

Jeffrey Seah, CEO, Starcom MediaVest Group, Southeast Asia, said: "Right from the start of the pitch, SingTel's brief was clear and succinct, and I know Starcom responded with an honourable and respectable solution, answering the brief well over what was expected of us."

He added: "MEC should be commended for their efforts , as it is never easy for the incumbent agency to retain an account. We would like to wish MEC all the best as they continue to work with their client."