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Singtel admits fault in Gushcloud marketing saga

By Dr. Jimmy Tang - on 17 Mar 2015, 10:32pm

Singtel admits fault in Gushcloud marketing saga

The Gushcloud-Singtel saga deepens today when it was revealed moments ago that Singtel was indeed responsible for the smear campaign against rivals M1 and Starhub. Earlier today, both M1 and Starhub called IDA to investigate into allegations that Gushcloud instructed bloggers to complain about their services through a planned marketing campaign to promote Singtel's youth mobile price plans.

The full statement from Singtel as below:-

“We refer to our digital youth campaign in June 2014 with Gushcloud. We would like to clarify that this was a niche campaign targeted at a narrow customer segment.

Further investigations have revealed that our staff who worked with Gushcloud on the marketing campaign in June last year did not adhere to Singtel’s marketing standards.

As an organisation, we maintain high marketing standards and do not condone negative campaigns or publicity against any individuals or organisations. Our focus has always been on the strength and differentiators of our products and services.

We apologise for this isolated incident. We will emphasise to our staff and agencies our marketing standards and the importance of adhering to industry guidelines including the Singapore Code of Advertising Practice."

 

Now that Singtel has quickly admitted to having worked with Gushcloud in designing the smear marketing campaign against its competitors, we'll wait for IDA's response on this matter and whether there will be actions taken against Singtel over this isolated incident.

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