SingTel selects BBDO as strategic creative agency
Adapted from Marketing Interactive:
http://marketing-interactive.com/news/4488
Singapore - BBDO has come back from the dead and snatched the $30 million SingTel business after being ousted from the pitch process late last year then invited back in after Saatchi & Saatchi and Leo Burnett dramatically pulled out.
SingTel this afternoon selected BBDO as its agency on the creative business from a shortlist including Ogilvy & Mather, and BatesAsia.
BBDO Singapore MD, Jean-Paul Burge said that it is a fantastic opportunity for a space to be owned by SingTel, an opportunity that can be maximised by a big idea that goes well beyond communications.
BBDO's Proximity will also handle the digital side of the business.
The agency had initially been eliminated from the ptich in an earlier round but was invited back into contention after two agencies withdrew in November. In a statement, SingTel CEO, Allen Lew said that BBDO came up tops in the rigorous selection for excelling in creativity, strategic thinking and account management.
"In the near future, our customers and the public can look forward to a significantly different communication style. They can expect simple, effective and differentiated advertising aimed at meeting their needs in an engaging and memorable manner," he said.
SingTel's advertising account came up for review on 13 September 2007 with 19 year incumbent Y&R declining to pitch for the business. The pitch was managed by R3.
Adapted from Singtel
Singapore, 14 January 2008 -- Singapore Telecommunications Limited (SingTel) today announced that it has selected BBDO as SingTel’s strategic creative agency after a global pitch that started in September last year.
Mr Allen Lew, SingTel’s CEO of Singapore, said: “We are excited to welcome BBDO on board as SingTel’s strategic creative partner. BBDO came up tops in our rigorous selection as they excelled in creativity, strategic thinking and account management. They demonstrated the ability to leverage and deliver SingTel’s brand values effectively across all our customer segments in a highly competitive market.
Mr Lew said that it was a very tough decision to make as all the agencies that participated in the global pitch have excellent credentials.
“My marketing teams and I look forward to working with BBDO in reinforcing and extending SingTel’s brand leadership, and pioneering breakthroughs in shaping the fast-paced converged world of communication, infotainment and information technology.
“In the near future, our customers and the public can look forward to a significantly different communication style. They can expect simple, effective and differentiated advertising aimed at meeting their needs in an engaging and memorable manner,” Mr Lew added.
Mr Jean-Paul Burge, Managing Director of BBDO Singapore, said: “We believe there is a fantastic opportunity for a space to be owned by SingTel, an opportunity that can be maximised by a big idea that goes well beyond communications. For the last six weeks, we believe that we cracked that creative idea which SingTel can rally behind. The entire BBDO team is delighted to be working with SingTel.”
I wonder will they scrap the singtel logo and replace with a new one that is more attractive.
With starhub entering the market years ago, singtel no longer holds the sole monopolizing power in the telecommunication of singapore. chunks of consumers flocked (and are still flocking) towards starhub, unlike m1 that failed to create the same kind of competition when it entered the market even earlier on.
After ditching the old agency, many eyes will be on how bbdo can bring singtel to greater heights in terms of branding and its image to its publics. granted singtel's advantage is its history in singapore, history can also be its greatest enemy, rendering the image rather .....bland.
And talking about brand almost always link people to the logo, although a logo is never quite the complete synonym to a brand.
Singtel's logo, one may argue it to be the significant icon that has been the representative of its long standing dominance in the market, and a new logo for it may prove to be disastrous to its credibility as the old genie in the market. if i were to recommend, i would tweak the logo to look young and trendy, without losing its core design so that it will still look like Singtel and remain that way in everyone's mind. aesthetics can be powerful in this sense, you know and i know too.
Tweaking the logo and yet stick to the fundamentals of the old design, it is going to be very difficult. and i am just talking about the logo; i haven't gone into and i'll be crazy to go into discussing other communication aspects at all.
It's never easy to create something brand new and wow others, but it is always a feat to recreate something existing such that its essence remains. and will bbdo be good enough to be the apostle? it will be worth the watch, i guess.....
http://marketing-interactive.com/news/4488
Singapore - BBDO has come back from the dead and snatched the $30 million SingTel business after being ousted from the pitch process late last year then invited back in after Saatchi & Saatchi and Leo Burnett dramatically pulled out.
SingTel this afternoon selected BBDO as its agency on the creative business from a shortlist including Ogilvy & Mather, and BatesAsia.
BBDO Singapore MD, Jean-Paul Burge said that it is a fantastic opportunity for a space to be owned by SingTel, an opportunity that can be maximised by a big idea that goes well beyond communications.
BBDO's Proximity will also handle the digital side of the business.
The agency had initially been eliminated from the ptich in an earlier round but was invited back into contention after two agencies withdrew in November. In a statement, SingTel CEO, Allen Lew said that BBDO came up tops in the rigorous selection for excelling in creativity, strategic thinking and account management.
"In the near future, our customers and the public can look forward to a significantly different communication style. They can expect simple, effective and differentiated advertising aimed at meeting their needs in an engaging and memorable manner," he said.
SingTel's advertising account came up for review on 13 September 2007 with 19 year incumbent Y&R declining to pitch for the business. The pitch was managed by R3.
Adapted from Singtel
Singapore, 14 January 2008 -- Singapore Telecommunications Limited (SingTel) today announced that it has selected BBDO as SingTel’s strategic creative agency after a global pitch that started in September last year.
Mr Allen Lew, SingTel’s CEO of Singapore, said: “We are excited to welcome BBDO on board as SingTel’s strategic creative partner. BBDO came up tops in our rigorous selection as they excelled in creativity, strategic thinking and account management. They demonstrated the ability to leverage and deliver SingTel’s brand values effectively across all our customer segments in a highly competitive market.
Mr Lew said that it was a very tough decision to make as all the agencies that participated in the global pitch have excellent credentials.
“My marketing teams and I look forward to working with BBDO in reinforcing and extending SingTel’s brand leadership, and pioneering breakthroughs in shaping the fast-paced converged world of communication, infotainment and information technology.
“In the near future, our customers and the public can look forward to a significantly different communication style. They can expect simple, effective and differentiated advertising aimed at meeting their needs in an engaging and memorable manner,” Mr Lew added.
Mr Jean-Paul Burge, Managing Director of BBDO Singapore, said: “We believe there is a fantastic opportunity for a space to be owned by SingTel, an opportunity that can be maximised by a big idea that goes well beyond communications. For the last six weeks, we believe that we cracked that creative idea which SingTel can rally behind. The entire BBDO team is delighted to be working with SingTel.”
I wonder will they scrap the singtel logo and replace with a new one that is more attractive.
With starhub entering the market years ago, singtel no longer holds the sole monopolizing power in the telecommunication of singapore. chunks of consumers flocked (and are still flocking) towards starhub, unlike m1 that failed to create the same kind of competition when it entered the market even earlier on.
After ditching the old agency, many eyes will be on how bbdo can bring singtel to greater heights in terms of branding and its image to its publics. granted singtel's advantage is its history in singapore, history can also be its greatest enemy, rendering the image rather .....bland.
And talking about brand almost always link people to the logo, although a logo is never quite the complete synonym to a brand.
Singtel's logo, one may argue it to be the significant icon that has been the representative of its long standing dominance in the market, and a new logo for it may prove to be disastrous to its credibility as the old genie in the market. if i were to recommend, i would tweak the logo to look young and trendy, without losing its core design so that it will still look like Singtel and remain that way in everyone's mind. aesthetics can be powerful in this sense, you know and i know too.
Tweaking the logo and yet stick to the fundamentals of the old design, it is going to be very difficult. and i am just talking about the logo; i haven't gone into and i'll be crazy to go into discussing other communication aspects at all.
It's never easy to create something brand new and wow others, but it is always a feat to recreate something existing such that its essence remains. and will bbdo be good enough to be the apostle? it will be worth the watch, i guess.....
Labels: marketing interactive, mass comms, work interests
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