SingTel appoints OgilvyOne as digital agency in Singapore

The review was conducted over three phases since September 2009. The first phase called for agencies to present their credentials, past creative work and digital media proposals for SingTel’s Singapore business.

In the second and third phase, the shortlisted agencies had to present creative and innovative business ideas that demonstrated their capabilities on overall agency and leadership, strategy, operations and systems integration.

The shortlisted group of agencies were evaluated on attributes such as strategic thinking and analysis, innovative digital idea challenges and competitive costing.

According to a statement, OgilvyOne's appointment further strengthens SingTel’s capabilities to deliver engaging online customer experiences to help its customers learn, use and buy its multimedia and ICT services.

On the appointment, Low Ka Hoe, SingTel’s head of Singapore telco strategy, said: "We are pleased to team up with OgilvyOne on delivering truly differentiated and exciting online capabilities. Our current collaborations with them have delivered effective results for the revamp of SingTel.com and the SingTel Football Frenzy sites and I am confident that we can accelerate the pace of online innovations to stay ahead in the market, thanks to this appointment."

Stephen Mangham, group chairman of Ogilvy & Mather Singapore, added: "We are thrilled to be part of the SingTel team. Digital expertise is at the heart of SingTel's brand transformation. It is a very exciting place for us to be in."

SingTel currently works with BBDO as its creative agency partner while last week, it retained MEC as its media agency partner in Singapore.