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International: Singapore Telecommunications call for $20m media pitch

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International: Singapore Telecommunications call for $20m media pitch

Singapore Telecommunications (SingTel), is calling for a review of its $20 million media account as it strives to consolidate the business. Agencies pitching are believed to include WPP Group's The Media Edge, Bcom3-owned Starcom, Zenith Media, part of Newco, the new venture between Publicis Group and Cordiant Communications Group and Aegis Group-owned Carat.

Currently, The Media Edge has about 70% of SingTel's media-buying business, mainly print, while Starcom handles the remainder, mostly TV. Singapore-based Dentsu, Young & Rubicam, is Singtel's lead creative agency with Leo Burnett Worldwide and BBH handling smaller projects.

Commenting on the review, an agency insider says: "Clients are realizing that economies of scale are a huge factor in media-buying, so it makes sense for SingTel to consolidate their quite considerable spend. But whether they'll move away from one of their two incumbents remains to be seen." A decision is expected by the end of August.


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