Indira Nair, senior GM of communications, MAS, maintained that the airline needs to follow standard procedures of all Government-linked corporations by calling for a pitch as its current contract with incumbent Arc Worldwide will be ending soon. Currently, the airline’s media and creative businesses are parked with WPP’s MindShare and Ogilvy & Mather respectively.
“As an airline, we have changed a lot in the past 18 months, and we are looking to work with an agency which will be able to help us build our online capabilities to support our growth. The appointed agency will need to be able to juggle the tension between delivering real results, rather than merely push strong visual imagery, vis-à-vis high customer/stakeholder expectations,” she said.
According to sources, billings are likely to be significant as “it involves everything that comes with the website, from re-designing the site to the online booking system”, said a source. Nair declined to comment, but said below-the-line forms 40 per cent of MAS’ marketing budget.
MAS has received 15 submissions by its 25 September deadline. Three agencies will then be shortlisted for a briefing before the final presentation in mid-October. Results are tipped to be announced by the end of this month. The contract lasts a year, with MAS having the option to renew it for another.
