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".

Sign In

Trouble signing in?

Reset Password: Click here

Contact Customer Support at

Customerservice@campaignasia.com