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Singtel launches tender to appoint media agency

Singtel launches tender to appoint media agency

Singapore, 8 June 2009 –- Singapore Telecommunications Limited (Singtel) today launched a tender to review its media agency partnership.  This is in line with Singtel’s policy to periodically review its key vendors and partners.
 
“In a dynamic economic, media and communications landscape, a strong partnership with a media agency is crucial to ensure we get maximum ROI on our advertising investments and that we connect with our customers through effective channels,” said Mr Yuen Kuan Moon, Singtel’s Chief of Consumer.
 
The tender will be conducted in two phases.  The first phase calls for agencies to submit agency credentials including their profile, past work and track record.  Agencies will need to demonstrate their thought leadership on the changing media landscape and their strategies for helping clients enhance media efficiency and effectiveness. The incumbent, MEC, will be invited to participate in the tender.
 
Shortlisted agencies will proceed to the second phase, where they will be evaluated on attributes such as strategic thinking and analysis, media competencies and competitive costing.  The final evaluation and selection will be done by a panel of senior Singtel executives.
 
Singtel had engaged R3, an independent marketing consultancy, to assist in the agency review and selection.  R3 will manage the entire tender process, ensuring that respondents meet Singtel’s requirements while providing sustainable value and accountability.  R3 will also provide insights into agency remuneration based on industry benchmarks.
 
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