The integrated communications agency will provide strategic counsel, campaign conceptualisation, influencer engagement and technical support, as well as social monitoring and analysis for Changi Airport Group.
Waggener Edstrom is under a retainer contract until the end of the year with the option to renew.
The initiatives will be run out of Singapore, but they will be implemented globally. Key areas of focus include promoting Changi Airport as a retail destination as well as activities hinged on featured airline partners and destinations.
Several strong players in the digital and marketing space are understood to have been involved in the pitch, including Ogilvy, although this could not be verified. [Update, 14 August: Ogilvy contacted Campaign Asia-Pacific to report that it was not involved.]
Waggener Edstrom Worldwide said it won for its unique and sound integrated approach, matched with its diverse experience.
Carolyn Camoens, deputy general manager and Studio D lead Singapore at Waggener Edstrom Worldwide, said, "Through strong digital and storytelling capabilities as well as data-driven insights, we hope to support Changi Airport Group in its global communication efforts as it continues to innovate and refresh its approach to meet the evolving needs of consumers today.”