Y&R Singapore retains cornerstone M1 account

Y&R remains the agency-of-record for the full-service telco provider, having handled the business for the past four years.

Matthew Godfrey, chairman of Y&R Singapore and president Y&R Asia, said he considers the account one of the agency’s “key cornerstones” and was “delighted” to renew the partnership.

“Given the coming advancement of new technologies such as 4G, we are definitely excited by the creative possibilities on offer and playing our role in helping M1 increase their share of voice,” Godfrey said.

Melvin Kuek, Y&R managing director, said that as the incumbent, Y&R was given priority, but if it had not met the brief, other agencies would have been invited to pitch for the business.

“Y&R has gone through quite a few changes over the last year," Kuek said. "This is an opportunity for the agency to show that smaller doesn’t mean weaker.”

P. Subramaniam, M1’s chief marketing officer, said, "Y&R has consistently demonstrated their understanding of the extremely competitive telecommunication landscape, and we are confident and assured that they will continue to be the right partner for us.”