Racheal Lee
Jul 25, 2013

SingTel said to be looking for a change from BBDO

SINGAPORE - Telecommunicatons company SingTel, which called an integrated pitch last month, is tipped to be looking for a change from incumbent agency BBDO Singapore.

SingTel said to be looking for a change from BBDO

The pitch is termed by many as the pitch of the year in Singapore. The relationship between SingTel and BBDO Singapore has deteriorated and the telco hopes for a change through this review, according to multiple sources close to the pitch.

BBDO Singapore was appointed by SingTel in 2008. In that pitch process, BBDO was invited back into contention after two other agencies pulled out. 

Some sources implied that the current pitch is to satisfy procurement requirements. However, the telco company launched the creative/digital review, looking for “a more integrated creative and digital agency model” as well as “the potential possibility of outsourcing production to a production specialist”. The incumbents are BBDO Singapore and OgilvyOne.

SingTel has appointed consultancy firm R3 to handle the review process. R3 declined to reveal the names of the agencies that have submitted proposals.

Another source said it is “a pitch that every big agency would submit their proposal” for. 

SingTel's ‘Singapore vs. Ramsay’ hawker food challenge earlier this month was developed by BBDO Singapore and Ogilvy PR. It saw Michelin-starred chef and reality-TV personality Gordon Ramsay take on Singapore’s top three hawkers in a culinary contest.

Update, 2 August: BBDO issued a press release this morning confirming that it is withdrawing from the pitch.

Source:
Campaign Asia

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

7 hours ago

40 Under 40 2024: Tim Lindley, VaynerMedia

Lindley’s work at VaynerMedia, balancing strategic vision and growth with empathetic leadership, makes him a standout figure in the APAC marketing landscape.

8 hours ago

How indies are closing the gap between holding ...

In a true David vs. Goliath battle, nimble independent agencies are defying the "bigger is better" narrative, winning top clients and industry awards with smart investments, speed, and agility.

9 hours ago

Marubeni banks on J-Pop singer Ado's mystique in ...

In her first-ever advert appearance, J-Pop superstar Ado teams up with Marubeni to deliver a metaphor for collaboration and overcoming challenges.

9 hours ago

Moves and wins roundup: Week of February 17, 2025

Netflix, Pageone Group, Golin, Mars United Commerce, the Parramatta Eels and more in our weekly collection of people moves and account news.