CIA signs off 2000 with worldwide SIA account

CIA has won one of the biggest media shoot-outs of the year,

involving virtually all of the major regional media agencies operating

in Asia-Pacific.

The agency has clinched the multi-million dollar Singapore Airlines

worldwide account, dealing a blow to incumbent Maximise, which had been

handling the business since Batey Ads became part of the WPP group in

April 1998.

There are no changes to the main creative agency, Batey, which has been

with SIA for the past 28 years.

The media account is estimated to be worth around the Sdollars 100

million mark (about USdollars 57 million), representing the biggest

Asian-based account win for CIA.

SIA called for a pitch in May, inviting more than five of the biggest

regional players to make presentations. The number was gradually

whittled down over successive months to three agencies: CIA, Maximise

and OMD.

CIA came out on top because its strategic and creative recommendations

were deemed stronger.

A source said that although the agency was not as big compared with some

of the other media agencies operating in the region, the appointment was

important because "we were chosen by Asia's most admired company

following an exhaustive review".