SINGAPORE: The Singapore Air Force account is up for pitch with the
12-year incumbent Leo Burnett and a large number of other ad agencies
presenting creative work as part of the statutory review.
The account includes creating corporate and recruitment campaigns using
TV, cinema, press and radio advertising as well as direct marketing.
Because the air force wishes to attract top university graduates, it has
to compete aggressively against the private sector and other armed
forces wooing the same people. Leo Burnett's current ad campaign uses
the tagline 'Above all' to ensure the air force gains a leadership
position.
The winning agency, to be selected early next year, will gain a one-year
contract starting in April with an option to renew for another two
years.
The media account, held by Starcom, is also up for pitch.
