Singtel has appointed Leo Burnett as its lead brand agency with additional responsibilities for social media and content marketing following a pitch called in September last year, parting with BBH and Goodstuph after five years. MARKETING-INTERACTIVE understands the agencies did not pitch for the account. Meanwhile, Ogilvy, has successfully retained Singtel’s B2B marketing business. The contract is for three years starting in April this year. Other agencies in the final stages included IPG and BLKJ Havas.

The pitch was handled by R3. Singtel confirmed the news to MARKETING-INTERACTIVE in a statement and added, “We look forward to forging a strong and fruitful partnership with them.”

In 2019, Singtel appointed several agencies to its roster, adopting a lead agency model. The agencies appointed then were BBH as strategic brand lead, OgilvyOne for B2B duties and GOODSTUPH for social and content.

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