SingTel appoints media agency

Singapore Telecommunications Limited (SingTel) today announced that it has appointed MEC Singapore as SingTel's media agency after a review that started in June last year. This is in line with SingTel's policy to periodically review its key vendors and partners.

"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," said Mr Yuen Kuan Moon, SingTel's Executive Vice President of Consumer.

The review was conducted in two phases. The first phase called for agencies to submit agency credentials including their profile, past work and track record. Agencies had to demonstrate their thought leadership on the changing media landscape and their strategies for helping clients enhance media efficiency and effectiveness. The incumbent, MEC Singapore, was invited to participate in the tender.

In the second phase, a shortlisted group of agencies were evaluated on attributes such as strategic thinking and analysis, case study challenges and competitive costing. The final evaluation and selection was done by a panel of senior SingTel executives.