Starhub appoints PHD Singapore as media agency after competitive pitch

Singapore telco Starhub has appointed PHD Singapore as its media agency following a competitive pitch. The account is won for a two-year tenure. Incumbent is WPP's Mindshare, it held the account since 2022. As part of the mandate, PHD will drive an integrated media and content strategy for the Singaporean telco. 

According to Nielsen AdEx, StarHub's annual advertising spend across media channels is estimated to be SG$13.1 million. 

Speaking to Campaign Asia-Pacific, PHD Singapore managing director Sumiati Hashim said the agency would tap its performance and measurement capabilities, along with “strategic talent to help the brand outthink, outpace, and outgrow the competition while building authentic connections with its consumers.” She added that the partnership will be guided by PHD’s ‘Intelligence Connected’ approach, which combines data and technology to deliver measurable growth.

StarHub's vice president of consumer marketing, Jun Shea, said: “This partnership with PHD marks an exciting step forward for StarHub — bringing together strategic insight, creativity, and a shared ambition to elevate how we connect with audiences and strengthen our brand presence,” said Jun Shea, VP, Consumer Marketing at StarHub.

In recent months, PHD won the media AOR for global health club chain Virgin Active in Singapore and Thailand. That business was also won after a competitive pitch against three other agencies.