SingNet is owned by SingTel, the dominant player in Singapore's telecom industry, both in land lines and global systems mobile (GSM) telephony services.
"I don't believe in creative pitches," says Alan Goh, SingTel's CEO of telecom equipment and VP-corporate marketing. "I believe in appointing an agency based on their credentials, and Leo Burnett has an excellent track record."
The agency worked with SingTel Multimedia on several small projects during the past year, most notably in direct marketing assignments for SingTel Call Centres, Phone Cards, AdPoll and TelePoll. John Borzi, managing director of Leo Burnett Singapore, adds that SingTel is a category leader as well as a "big advertiser" overall, but the size of the SingNet account wasn't disclosed.
Copyright May 1998, Crain Communications Inc.