Singtel wraps up media pitch

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Local telco giant Singtel has picked OMD as its media agency. OMD Singapore is the incumbent media agency of record and this marks the agency's second term with Singtel. The telco has been working with OMD as its media agency since 2018.

OMD will now undertake media work duties for Singtel, which includes both the offline and digital remits, confirmed Singtel in a statement to MARKETING-INTERACTIVE.

Independent marketing management consultancy R3 was engaged to manage the review process which was called in September 2023. A spokesperson from Singtel confirmed that participating agencies were evaluated on their ability to support Singtel with delivering strategic media capabilities, omnichannel media buying and planning. This included a review of agency credentials, past work and track record, commercial rates and a strategic brief presented in the final presentations.

Don't miss: Singtel targets sustainable and accelerated AI adoption with slew of new initiatives

Sadhan Mishra, CEO, OMD Singapore said, “We are delighted to extend our relationship with one of the nation's marquee brands and honoured to be a partner on this journey with clients who are radically collaborative and dedicated to marketing excellence. Singtel's new brand platform ‘Hello Possibilities’ is an optimistic rallying call for all to see and seize the possibilities that technology brings to our future. OMD is excited to be part of the team that will co-create this next chapter for the Singtel brand.”

Singtel also appointed Leo Burnett as its lead brand agency with additional responsibilities for social media and content marketing following a pitch in September 2021. The pitch was handled by R3 at the time.

Earlier in 2022 Singtel Media, the advertising sales arm of Singtel’s consumer Singapore business also inked a multi-year collaboration deal with Stellar Ace to sell and manage advertising for all its platforms including SMS and Singtel TV. Singtel Media’s TV, mobile and digital assets together with Stellar Ace’s ecosystem was said to provide a complete and unique daily touchpoint proposition for advertisers.

On the creative front, Singtel recently released a new Chinese New Year festive film that aims to celebrate the ways in which technology can be used to change lives. Titled 'A Date with Spring', the three-minute film tells the story of 'Uncle', who is reminiscing his roller-skating days with his wife and gets inspired to take up the sport again.

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