The pitch kicks off a new marketing thrust by SingTel to strengthen its brand, valued at S$2.6 billion. Six ad agencies have been invited to pitch. They are Leo Burnett, Young & Rubicam, DDB, DNA, Ogilvy & Mather and Saatchi & Saatchi.

The pitch is a result of SingTel’s review of its creative agencies to align its brand marketing direction with the group’s business objectives. In terms of scale, this is the most extensive pitch that SingTel has called in recent years. The successful agency will be appointed for a minimum of two years.

The objective of the pitch is not to award the entire advertising business of the SingTel Group (including its overseas operations) to one agency. At the same time SingTel is keen to see how it can leverage the global network of the selected agency to reap economies of scale and to benefit from the agency’s creative and strategic resources from elsewhere in the region.

The six agencies were issued the pitch brief last month. They will shortly be presenting to SingTel representatives with a shortlist selected for a second and final round. SingTel expects to make its selection and appoint the successful agency/agencies by September.

SingTel’s director for corporate brand marketing Mabel Tay added, “SingTel operates in a highly competitive industry where change is constant. A key component of our business philosophy is to strive for constant innovation, not just in terms of new services introduced, but, just as importantly, how we communicate the value we offer to our customers. We do this through many ways including effective and creative advertising.”

The SingTel brand has been recognised as one of the most impactful and valuable brands in Singapore. It has been named the Most Valuable Singapore Brand two years in a row at the Singapore Brand Awards. It recently emerged as Singapore’s leading telecommunications brand in the Readers’ Digest SuperBrands 2004 survey which polled consumers on five criteria. These were quality, value, trustworthiness, strong image and understanding of customer needs.

Tay added, “We expect competition in this industry to remain relentless. Going forward, SingTel will continue to employ its reputable brand as a strategic marketing tool to develop competitive advantages. The agency we choose will be our important brand partner. It will be creative and yet strategic, with unrivalled ability, experience and expertise to help SingTel maintain its mindshare and leadership position.”