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BBDO pulls out of SingTel’s integrated pitch race

As the D-day for the telco comes closer to decide on the agencies for the integrated pitch that it had called, SingTel’s creative agency BBDO has pulled out of the race according to a company statement.

BBDO will continue to develop creative work for SingTel until the pitch, and the transition to a new agency, is completed.

SingTel had called for an integrated pitch in June 2013, the process of which was expected to be over by end August 2013. The digital incumbent on the business is OgilvyOne. SingTel’s pitch call had stated that it was looking for a more integrated creative and digital agency model and may choose to outsource production to a production specialist.

BBDO Singapore has been SingTel’s creative custodian for five years now. In a press statement, Jean-Paul Burge, President for SEA and CEO, BBDO 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.”

“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,” added Allen Lew, Chief Country Officer Singapore.