Asiya Bakht
Aug 18, 2009

SingTel reopens media pitch

SINGAPORE - After shortisting three agencies for its media business, Singapore's largest telco SingTel is believed to have reopened its pitch process.

SingTel reopens media pitch
The telco had announced a shortlist for the second phase of its media agency review in the city-state, but is now believed to have approached previously disqualified agencies to present again.

It is believed to be looking for one more agency to add to its shortlist.

SingTel had earlier shortlisted MediaCom, Starcom and eight-year incumbent MEC to enter the final round of review.

An industry source close to the pitch said: “I can think of two reasons why SingTel has done this. It was either disappointed by the presentations of the three agencies it has shortlisted. Or one agency has persuaded SingTel to restart the process.”

Managed by R3, the review was first called in June as part of a periodic review of the telco’s key vendors and partners.

Agencies submitted credentials for the first stage of the review and were also tested on thought leadership and strategies for helping clients enhance media efficiency and effectiveness.

The second phase will see the shortlisted agencies being evaluated on strategic thinking and analysis as well as media competencies and competitive costing.

SingTel currently leads the local mobile market with a share of 46.4 per cent and 2.94 million subscribers.

In June, the telco ramped up its multimedia offerings by launching AMPed, a digital music download service and portal offering unlimited downloads for its mobile subscribers.

SingTel is also the exclusive local distributor of Apple’s iPhone 3GS handset in the Lion City.

SingTel handed its S$30 million (US$20.5 million) creative account to BBDO in January 2008.

Related Articles

Just Published

14 hours ago

Creative agency Ralph creates global chief growth ...

VML's Gareth Jones steps in to lead global growth at Ralph, partnering with CEO Chris Hassell to reenergise the agency's key offices in Los Angeles, New York, London, and Tokyo.

14 hours ago

Omnicom and IPG chiefs visit UK to sell merger to ...

The two groups will continue to operate independently and compete in pitches for the time being, as the M&A deal could take a year to complete.

1 day ago

Creative Minds: 'Go smash it like an avocado' is ...

She once dreamed of covering war zones, not crafting ad campaigns. But a surprising turn of events led this TBWA Australia creative director to a career where "smashing it like an avocado" became her unexpected motto.

1 day ago

Price-gouging in Aussie supermarkets: Where does ...

As supermarket price wars heat up, Woolworths and Coles are losing ground to Aldi, according to data from YouGov.