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Following the controversy about Gushcloud's ad campaign for Singtel, whose game plan involved tarnishing rival mobile operators, the telecommunications giant have come out to admit their mistakes and apologised for the "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,” Singtel VP of Consumer Marketing Johan Buse is quoted in TODAY.
Singtel, despite distancing themselves from the controversy, have admitted that staff who worked with Gushcloud "did not adhere to Singtel's marketing standards".
Prominent blogger Wendy Cheng, who goes by Xiaxue, posted the exposé on Saturday. She uploaded an image of a brief that explicitly calls for Gushcloud's bloggers to "complain/lament about competitor's (M1/StarHub) services/network connections".
Expectedly, both M1 and StarHub went bonkers over the planned smear campaign and have taken up the matter with the Infocomm Development Authority of Singapore, who are currently conducting further investigations into the matter.
Gushcloud CEO Vincent Ha has also come out to apologise over the incident, maintaining that they should have made better recommendations to Singtel.
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Post by Gushcloud.
Photo: AFP / Roslan Rahman; Xiaxue.blogspot.com
Got a tip? Send it to us at singapore@coconuts.co.
Following the controversy about Gushcloud's ad campaign for Singtel, whose game plan involved tarnishing rival mobile operators, the telecommunications giant have come out to admit their mistakes and apologised for the "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,” Singtel VP of Consumer Marketing Johan Buse is quoted in TODAY.
Singtel, despite distancing themselves from the controversy, have admitted that staff who worked with Gushcloud "did not adhere to Singtel's marketing standards".
Prominent blogger Wendy Cheng, who goes by Xiaxue, posted the exposé on Saturday. She uploaded an image of a brief that explicitly calls for Gushcloud's bloggers to "complain/lament about competitor's (M1/StarHub) services/network connections".
Expectedly, both M1 and StarHub went bonkers over the planned smear campaign and have taken up the matter with the Infocomm Development Authority of Singapore, who are currently conducting further investigations into the matter.
Gushcloud CEO Vincent Ha has also come out to apologise over the incident, maintaining that they should have made better recommendations to Singtel.
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Post by Gushcloud.
Photo: AFP / Roslan Rahman; Xiaxue.blogspot.com