SINGAPORE: SingTel has chosen BBDO as its new advertising agency after a global search that started in September last year.

The telco declined to give details about the size of the account but reports have estimated that it could be worth up to S$30 million a year.

BBDO beat other contenders such as Bates, Leo Burnett, Ogilvy & Mather, and Saatchi & Saatchi, which were shortlisted by SingTel last October to participate in a second phase of the bidding process.

Channel NewsAsia understands that Leo Burnett and Saatchi & Saatchi had pulled out of the race subsequently.

More than ten global agencies had vied for what was seen as one of Singapore's biggest advertising accounts.

SingTel said BBDO stood out because of its excellent creativity, strategic thinking and account management prowess.

BBDO had also demonstrated the ability to leverage on SingTel's brand values effectively across all its customer segments in a highly competitive market. - CNA/ac