Singapore Telecommunications has called a review to consolidate its $20 million media duties.

The account is presently split between The Media Edge – which handles around 70% of the media buying business, mostly print – and Starcom, responsible for the rest, mainly television. Both are thought to be participating in the review, along with Carat and Zenith Media.

“Clients are realising that economies of scale are a huge factor in media-buying, so it makes sense for SingTel to consolidate their quite considerable spend,” commented one agency insider. “But whether they'll move away from one of their two incumbents remains to be seen.”

SingTel is the island state’s highest spending advertiser, though whether its annual spend is as high as the $38m rate-card figure is disputed. Its creative lead agency is Dentsu, Young & Rubicam in Singapore, with BBH and Leo Burnett Worldwide handling smaller tasks.

A decision is expected by the end of the month.

News source: AdAge Global