SINGAPORE, AUGUST 2, 2013 – BBDO Singapore has pulled out of what has been dubbed Singapore’s pitch of the year – SingTel’s search for an integrated agency partner – after serving as the creative incumbent for the past five years.
The decision comes a little over a month after one of Singapore’s largest listed companies called for a pitch in June, searching for more integrated creative and digital agency. It was also considering having one agency in place of the current two-agency arrangement handle all its duties.
In a short statement, Jean-Paul Burge, BBDO’s president for Southeast Asia and CEO Singapore, said: “We have enjoyed a very good relationship and produced some great work over the last five years for SingTel. In a challenging environment the brand stands out and we have made a significant contribution towards this. We will now refocus on our clients, people and creative product and wish both SingTel and their new creative partner all the very best.”
Sources said the three-stage pitch had been opened to five shops and three agencies have been left standing. It is believed that Ogilvy & Mather, which share the business with BBDO, TBWA and Saatchi & Saatchi may be involved in the shootout.
Ogilvy has been handling SingTel’s digital business for the past four years, while BBDO had the above-the-line account and its digital brief as well after winning the business in an eventful pitch. The agency scooped the business in 2007 from Y&R despite not being shortlisted for the review. It had been invited to rejoin the pitch after Leo Burnett and Saatchi & Saatchi both pulled out.
“We recognise BBDO’s efforts in helping to enhance the SingTel brand through many marketing campaigns over the last five years, including the recent Gordon Ramsay campaign, which was a big success. We have enjoyed a fruitful relationship with BBDO. But the time has come for new ideas and perspectives as we expand our business in a fast changing market. We remain open to working together again in the future,” said Allen Lew, chief country officer Singapore.
BBDO said it would continue working with SingTel until the review and handover are completed.
