Y&R, Rocket-X, Redworks, Saatchi Lab and Crush are in the running for the account, currently held by Bates.
The brief calls for an integrated marketing plan for Changi Airport, focusing on its upcoming new budget terminal, T3. Instructions sent to tendering agencies identified 13 evaluation criteria, including price, creativity of proposals, and company track record. CAAS’ marketing manager Chia Sooi Lian told Media that dates for the first round of presentations had not been confirmed.
According to sources, more than 20 mid- to large-sized agencies, including Ogilvy & Mather and Dentsu, attended the initial briefing. “It was a (weak) brief,” said a source. “The client had no research findings or proper description on T3, so what were we supposed to focus on?”
Changi Airport handled a record 35 million passengers last year, making it the 22nd busiest airport in the world. However, Changi also fell from first to fourth place in an annual ranking of the world’s best airports, fielded by the Airports Council International.
