Agencies objected to the state-owned airline's insistence that contenders pay a deposit - retrievable only on the condition that the winning agency performs to the client's expectations. This stipulation was labeled "ridiculous" by one international agency head. No date has been set for when the pitch will re-start.
The airline is believed to want to create a bolder brand identity and integrate its communications in line with a newly created livery. To date, Vietnam Airline's advertising and media has been handled in-house and by local agencies.
